‘Uva’ is the name given to the Coca-Cola Company’s latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0 (Fig. 1.0 is available in the download version). Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage.
The Latin name for ‘grape’ (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance.
Satisfying the need state of ‘thirst’ (Franzen and Moriarty, 2009:202), ‘Uva’ will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult’s soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on ‘mums-to-be’ as seen on the Shloer website (Shloer, 2011).[...]
Table of contents
1.0 Introduction
1.1 Sophisticated Sparkling Juice Drink
1.2 Target Market
1.3 Market Trends
2.0 Justification
2.1 Size of Chosen Market
2.2 Competitive Analysis
2.3 Feasibility
2.4 Activity in Other Countries
3.0 Brand Analysis
3.1 Psychographics of Baby Boomers
3.2 Brand Personality
3.3 Brand Identity
3.4 Brand Architecture
3.5 Brand Positioning
4.0 Logistics
4.1 Pricing
4.2 Placement
4.3 Promotion
4.4 International Dimension
5.0 References
6.0 Appendices
Appendix A
Appendix B
Appendix C
Appendix D
Appendix E
Appendix F
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