Marketing plan: ' KUBIK ICE ' expansion into the French market

Résumé du document

Kubik Ice is the new cocktail launched by Jocelyn Pedrono, the PDG of Trendy Concept based in Angers. This product is on the French market for few months and we would like to make a new marketing plan to improve the sales and find a way to make it better known by the target audience.With regard to this, we will study the actual situation make some propositions concerning our new strategy. It is important to know that Kubik Ice is marketed on the website and this creates an interest to undertand the company's strategy. Indeed, even if they have a diversified production set up, they would like to maintain their image in the market and focus on their communication strategy. Moreover, the company never made advertisements for Kubik Ice.

Extraits

[...] Context analysis Marketing plan / Recommendations 2. Trendy Concept is a company based in Angers, France. The PDG Jocelyn Pedrono has taken the risk to launch this new drink whereas the company wasn't in a good position. In fact, it is actually in legal rectification and we don't have a lot of information concerning that. Nevertheless, this company has just proposed and sold the concept but the one which has create the product is Grandes distilleries Peureux” and it's why I think it's more interesting to focus our study in this company because it is the one at the origin of this new alcoholic drink. [...]

[...] The budget will be reviewed before the Christmas period to make special events. And it will then be reviewed for the next year according to the first results. Conclusion To conclude, it's important to remember that the Kubik Ice is a specific product in a market already existing in France but with a focused and differentiation strategy. The demand is important and the market is growing but the current communication is really bad with just some press posters and some sponsorship which have a high cost and bad impact. [...]

[...] It's a reason why teenagers are not targeted. Situation analysis: The Competition The two main competitors in the designer drinks market are: - Smirnoff ice - Bacardi breezer The designer drinks market is a really developed one in which there are more and more brands (we can also cite Eristoff ice for example). We can find drinks mixed with vodka, rhum or whisky. You don't have the feeling to drink alcohol for who doesn't like the taste, because these drinks are made with a lot sugar. [...]

[...] We have of course to furnish the drinks for free to the production but it's not a big spend for the company and the impact of this communication will be really important all over the country Marketing plan: Strategy Concerning our budget: Our entire strategy is concerning the communication which is currently really bad. We have to determine the budget to allocate to it. As we have said, the three proposals are really interesting for us because they are almost free. [...]

[...] Marketing plan: KUBIK ICE expansion into the French market International marketing final paper: Marketing plan: KUBIK ICE expansion into the French market Once upon a time In today's world, it's obvious that there is more and more stress, and less and less time to send out this stress. People are working more and more, they are loosing more and more time in transport, they have less and less time to spend with family or friends. Of course, we all try to take time for us, to make parties with people we love, but we all keep in our mind all this stress and we are not completely in the party. [...]