• Internal Code :
  • Subject Code : MMK101
  • University :
  • Subject Name : Marketing

Marketing Fundamentals & Marketing Strategy Assessment

Table of Contents

1. Target Market Profile and Positioning Statement
2. Marketing Strategy Recommendations
2.1. Product Strategy
2.2. Pricing Strategy
2.3. Distribution and Logistics (placement) Strategy
2.4. Integrated Marketing Communication Strategy
3. Conclusion and Implications
4. Reference

1. Target Market, Consumer Profile and Positioning Statement

Target Market:

The target market for Kool-Aid is Mothers who generally have children whose age range from three to sixteen. These mums prefer the idea of having a drink for their children which is an alternative to sugary sports drinks and soft drinks.

The target market of Kool-Aid is to focus on the customers in the metropolitan locales of Asia, North America, and Europe. According to the recent research on Kool-Aid target market, it demonstrates that it also targets the 17 years to 50 years age group customers. These customers either engage in sports associations or corporate employees.

Consumer Profile: The consumer profile of Kool-Aid describes the customer identity that helps Kool-Aid to focus on targeted customers (Armstrong et al. 2017). The customer profile is made based on the following four categories. These are illustrated below.

Demographic profile: Demographic profile concentrated on the age, gender, occupation, and income of the customers.

  • Age: 3 years 50 years. 

  • Gender: Male and female both 

  • Occupation: Sportsmen, corporate personnel. 

  • Income: Medium to higher.

Geographic Profile: Geographic profile of Kool-Aid concentrates on the customers of the locations of Asia, North America, and Europe. 

Psychographic profile: The psychographic profile concentrates on the health-conscious community and psychological customer values are highly considered in this context.

Behavioural profile: The behavioural profile demonstrates the characteristics of the customers regarding the products of Kool-Aid (Armstrong et al. 2017). The highly health-aware and loyal customers are categories along with high-value customers. The customers more or less purchase the product of Kool-Aid regularly. 

Positioning Statement: Kool-Aid achieved an approximate $45 million in sales in water exchangers in 2016. Vitamin Water generated $1.4 billion in sales in 2015. Both of them are flavoured water. The management of Kool-Aid appointed the experts to examine the quality of production to carry the hallmark of being a trustworthy and healthy soft drink producing company (Koolaid 2020). The recent choice Kool-Aid customers are carbonation and bubbles and prefer healthier products. The sales of the sparkling water of Kool-Aid are increased up to 70% from 2011 to 2016. The experts believe that the sales of Kool-Aid will be increased by another 75% within 2020.

Customer profile of Kool-Aid

Figure-1: Customer profile of Kool-Aid

Source: (Created by Author)

2. Marketing Strategy Recommendations

2.1. Product Strategy

- differentiation

- Style and Design of product: use of bright colours and the kool-aid man = eye-catching, grabs attention, nostalgia

  • The unique product quality maintenance along with a specified product line can uplift the product strategy of Kool-Aid (Koolaid 2020). 

  • The flavoured strategy of Kool-Aid has authentic proprietary and meticulously produced through the organic ingredients.

  • Sodium Benzoate used as the juice preservative and except this, there are no synthetic additives demonstrated.

  • The water quality is checked to demonstrate the entire production of Kool-Aid.

  • The amount of sugar content is kept as lower as possible that can successfully attract customers.

  • The bottle colour of Kool-Aid is a bright green that carries the signature of a positive sense of production trusts.

  • The recycling cups and materials are used in the production to keep the environment safe. 

2.2. Pricing Strategy

- low cost 

  • Kool-Aid concentrates on the pricing strategy that becomes lower than the potential customers. 

  • The management of Kool-Aid fixed the prices of the products based on the current marketing survey and creates a balance between profit margin and cost factors (Koolaid 2020).

  • The price strategy determines the profitability and competitive advantages of Kool-Aid.

  • The price strategy is the important elements of the market mix and reflects the authentic corporate policies & Strategies of Kool-Aid.  

Positioning Statement: Kool-Aid achieved an approximate $45 million in sales in water exchangers in 2016. Vitamin Water generated $1.4 billion in sales in 2015. Both of them are flavoured water. The management of Kool-Aid appointed the experts to examine the quality of production to carry the hallmark of being a trustworthy and healthy soft drink producing company (Koolaid 2020). The recent choice Kool-Aid customers are carbonation and bubbles and prefer healthier products. The sales of the sparkling water of Kool-Aid are increased up to 70% from 2011 to 2016. The experts believe that the sales of Kool-Aid will be increased by another 75% within 2020.

Products of Kool-Aid

Prices of the products

Kiwi flavoured juices

$2.62

Black Cherry

$3.32

Sparkling water

$6.00

Soda

$5.98

Strawberry Kiwi

$4.12

Lemonade

$2.98

Tropical punch

$5.20

2.3. Distribution and Logistics (placement) Strategy

  • Kool-Aid has nearly 100 years of history as being a drink for kids

  • In 2016, Kool-Aid captured about $45M in sales for their water enhancers, compared to Vitamin Water, which generated $1.4B in 2015. They're both flavoured waters.

  • In 2017, sales of bottled water surpassed sales of soda for the first time, as consumers are seeking new alternatives to carbonated soft drinks. And millennial consumers are driving this trend. They're more health-conscious and are seeking alternatives to soda. They turn to things like Vitamin Water, for its perceived health benefits, although in actuality it has high sugar content.

  • these consumers still want bubbles and carbonation, but they want it in a healthier product. That’s why we’re seeing exponential growth in sparkling water sales, up 70% from 2011-2016, and is expected to grow another 75% through 2020. Millennials are primarily responsible for this surge, and not only that, but they’re superfans, with 67% drinking it on a daily or weekly basis. Sparkling water is the new soda, it’s the hottest drink in America right now and Kool-Aid can jump on this trend.

2.4. Integrated Marketing Communication

Integrated marketing communication demonstrates the multimedia marketing texture that develops the promotional tools of Kool-Aid (Koolaid 2020). The integrated marketing communication helps the management of Kool-Aid to ensure that all preferences of the communication forms are tied up together. IMC concept creates a demonic situation to integrate all the promotional equipment. It is proved that the collaboration of all the communication and promotion tools helps Kool-Aid to uplift its performance rather than keeping their functionalist isolated (Armstrong et al., 2017). The IMC aims to demonstrate the synergic impact between the product values and brand positioning of Kool-Aid. The IMC is beneficial to optimise the entire budgeting system of Kool-Aid and demonstrates successful brand communications (Armstrong et al., 2017). The IMC has both cost-effectiveness and time-effectiveness features to enhance the overall purchase actions of the customers. The IMC can develop the product implication of Kool-Aid and develop the market analysis themes in the context of illustrating the sales amount. 

3. Conclusion and Implications

After the assessment of the entire report, it configures that the customer profile confrontation is important to significantly identify potential customers. The report focuses on the positional overview of Kool-Aid. The marketing strategy sheds light on product, price, distribution & logistics strategy, and IMC. The proper production strategy helps Kool-Aid to thrive the product sustainability and price strategy demonstrates the optimisation of the prices of the products. The unique brand consciousness and continuous market condition analysis help the management of Kool-Aid to successfully implicate the business plan. The manager of Kool-Aid needs implicating the authentic working set and healthy circumstances of fruit essence collection to hold the brand authenticity. The strategic planning along with continuous improvement of the IMC helps to implicate the maximum market share and reinforce the purchase decisions of the customers.

4. Reference List


   

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