6. Analyze a marketing situation and develop appropriate advertising recommendations and sales promotion strategies.

This Week's Detailed Case Study Information

Marketing is considered the most important function in any business. Marketing is an essential department, since it success is directly related to sales level. You covered different marketing techniques and strategies while studying at Lambton College. You will utilize this knowledge to analyze a marketing situation and develop appropriate advertising recommendations and sales promotion strategies.

X-Power Drinking Technologies Company designed a new energy drink that can keep you energetic for the day. The energy drink ("Ultimacy"), is much better than rivals' products, and offers more energy. X-Power Drinking Technologies Company set a plan to actively develop this market, in the coming year. The urgency to develop this market is due to the fact that their rival is developing a similar drink which will be launched in around 12 months.

You are working as a marketing manager with "X-Power Drinking Technologies Company", and your boss assigns the task of designing a promotion strategy to your team. You know that "Ultimacy" has a lot of distinguishing features. Here is a summary of your findings:

Ultimacy is a natural drink, without any synthetic chemicals or preservatives.

The product packaging is environmentally friendly, and it is biodegradable.

The product is derived from non-GMO, plants.

Target market: amateur sports players, and fitness centers visitors.

Target market: middle class.

Price is competitive, when compared with leading brands.

You also have to analyze the marketing situation, in Toronto area, identify the points listed below. Factor

Key points

Demographics

Target market is age. Total population. Percentage of the population that falls into the target market group. Income levels in Toronto.

Competition

What other energy drinks are there in the market place. Competitors value proposition. Competitors marketing strategies. Competitor's prices. Competitors market shares.

Social and Cultural

Trends that affect energy drinks. Cultural practices that affect energy drinks

Economic

Economic situation. Business cycle phase

Political/ Legal

N/A

You are required to analyze the marketing situation and develop a sales promotion strategy, along with appropriate advertising. Your strategy should include the following

A unique selling proposition.

A promotion strategy that combines at least two push strategies, and two pull strategies.

Deliverables, Format and Marking Scheme for This Week's Case Study

Evaluation:

Identifying the unique selling proposition (1%).

Designing a promotion strategy (1%).

Using at least two push strategies as a part of the promotion strategy (1%).

Using at least two pull strategies as a part of the promotion strategy (1%).

Creative advertising strategy should be one of the pull strategies (1%).

Note: assume any missing information. Clearly state your assumptions in your submissions. Summarize your findings in a two-page word document.