the marketing strategy plan is about the Everyday Sunday, which is a relaxation drink.
The Rockwell Beverage Co is a start‐up organisation aimed at producing soft drinks and
possibly other products for the Australian Market (possibly expending into other markets as well). It looks to give consumers a relaxing alternative to regular soft drinks and to high energy drinks like Red Bull (Alford, 2001). Its theme is “Everyday Sunday is all natural relaxation beverage designed to keep you calm and relaxed.” The name comes from the idea that Sunday is a day of rest and relaxation, so that by drinking the product, every day becomes like Sunday.
The video for CEO of Rockwell Beverage Co Ms Amandas Chase
she outlines the background to the company and what it is aiming to
achieve with the Everyday Sunday range.
she gives an account of the strengths, weaknesses, opportunities and threats
the company is facing. She then goes on to describe the marketing mix issues in terms of product, positioning, packaging, price and distribution issues which the company needs to resolve.
1.Background to the company and the industry. Summary of key marketing issues faced by the company. (About 300 words).
2.identify the marketing objectives for Everyday Sunday for the next 5 years. Identify the target market(s). (About 200 words).
3. Devise your recommended marketing strategy to address these marketing objectives, taking into account the extended marketing mix . (About 1700 words).
What are the criteria for good marketing objectives?
They should be SMART:
Specific – are your objectives stated in a way that is precise about what you are hoping to achieve?
Measurable – Can you quantify each objective, i.e. can you use a unit of measure such as market share in percentage or dollars or other to provide a way to check your level of success?
Achievable – Are your objectives reasonable in terms of what you can actually achieve or are you setting your sights too high?
Realistic – Do you have sufficient employees and resources to achieve the objectives you have set, if you don’t then they are likely to be unrealistic?
Time specific – When are you hoping to achieve these objectives, you need to define a timing plan with target timing for each specific objective?