Please check to see if I have made any grammatical errors or if my sentence structure is off on the paper below:
Running Head: MARKETING MIX PROJECT
Marketing Mix Project
Natashia Johnson
Keiser University
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MARKETING MIX PROJECT
Marketing Mix Project
I chose the product Banana Colada Fuze because it regulates my digestive and it taste great! I went into the grocery store looking for a product similar to a smoothie but not as thick. When I entered the grocery store I went directly to the specialty drink aisle and there they were several Fuze drinks. The flavors were from green teas, to energy drinks and more.” I did not hesitate I chose the Banana Colada Fuze. The top portion of the bottle appeared to be a light liquid. There were bananas, coconuts and pineapples on the face of the product. There was also a list of the vitamins on the outside of the package for consumer awareness . I did not hesitate, I purchased the bottle. When I got home I opened the drink to indulge myself and it was exactly as it was portrayed on the shelf, a blend of great fruits. I guess that’s why they call it “Simply Fuze.”
Banana Colada Fuze has so many benefits. Some of there benefits is that it is essential for vision, growth, and healthy skin, it helps support the body’s immune system and it is great for muscle contraction. When I consume one bottle of Banana Colada Fuze a day it combats
my acid reflux and muscle contraction that causes me to have cramps. So if you have acid reflux and cramps don’t get discouraged but try a bottle of the health alternative drink Banana Colada Fuze.
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Product Section
Positioning
Banana Colada Fuze is marketed as a natural health product. It is fortified with a variety of vitamins, antioxidants, and electrolytes which are considered to be a factor in health maintenance.
Brand Name
Banana Colada Fuze made by Coca Cola is a global brand. It is highly recognized. It contains one third of its earnings outside its home country. Its recognizable outside its home base of customers and has publicly available marketing and financial data.
Company Image
Coca Cola the maker of Fuze has a strong company image. They support the U.S. Olympics, donate to the environment, education and disaster storms.
Features and Benefits
Banana Cola Fuze have vitamins that are essential for vision, growth and healthy skin. The antioxidants that are in this drink help support the body’s immune system. If your having digestive problems Banana Colada Fuze can ease digestion. Which saves you time and money from going to see a gastroenterologist that can’t cure the problem. Potassium help with muscle contraction. If you have problems with cramps instead of taking an iron pill try a Banana Colada Fuze it will loosen your joints. It alternative sweetener crystalline fructose is also healthier especially if your trying to lose weight.
MARKETING MIX PROJECT
Packaging
Packaging has five functions to contain and protect products, promote products, facilitate storage and use and convenience of products, facilitate recycling and environmental damage (Lamb, Hair, and McDaniel, 2011). Banana Colada Fuze packaging is a multicolored 16.9 ounce bottle with an ensemble of fruits throughout the labeling on the package. The label express the blend of fruit (persuasive label) inside the bottle. Along with the fruit ensemble there is a list of ingredients (informational labeling) vitamins and nutrients listed on the label. There packaging certainly increase brand awareness.
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Place Section
Channels of Distribution
After settling on a geographic region or community retailers must chose a specific site to build there business. In addition to growth potential the important factor are neighborhood socioeconomic characteristics, traffic flows, land costs, zoning regulation and publication. A particular sites’ visibility, parking entrance, exit locations, accessibility, safety and security are considered. Additionally, a retailer should consider how its store should fit in the surrounding area.
Once it is determined what products will satisfy the target customer’s desires, retailers must find the sources of supply and evaluate the product. When the right products are found the retail buyer negotiates a purchase contract. The buyer function can either be performed in-house or be delegated to an outside firm. The goods must then be moved from the seller to the retailer, which means shipping, storing and stocking the inventory.
Coca Cola the maker of Fuze sell there product to the bottling operations, and distributors. These then distribute them to retail outlets, restaurants, and gas stations. There are different points of sale available throughout the Coca Cola Company. Wholesalers, distributors, retailers, corner stores, supermarkets, groceries, restaurants, cafés and night clubs. Coca Cola have multiple distribution channels. As more people have access to the Internet and embrace online shopping, an increasing number of retailers are using multiple channels (Lamb, Hair, and McDaniel, 2011). One Channel goes from the manufacturer to the distributor to retailer to consumer. This is considered Traditional Channel. Coca Cola offers a
MARKETING MIX PROJECT
Another Channel goes to manufacturer to retailer to consumer.
Type of Distribution
Banana Colada Fuze is an intensive type of distribution. It is available in every outlet. You can find it in many different grocery stores such as: Wal-Mart, Kroger, Publix and many other grocery stores and convenient stores. You can also find it in convenient stores and gas stations.
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Promotion Section
Messaging/Positioning
Banana Colada Fuze is the healthy choice alternative.
Advertising
Advertising affects consumer daily lives, informing them about product and services and influencing their attitudes, beliefs and ultimately their purchase(Lamb, Hair, and McDaniel, 2011). Banana Colada Fuze is well known on National TV, print media, electronic media and billboards. There ads reflect a healthy choice.
Personal Selling
Personal selling is the direct communication between sales and representative and one or more prospective buyers in an attempt to influence each other in a purchase situation (Lamb, Hair, and McDaniel, 2011). Personal selling is done by Coca Cola sells force the owner of Fuze. Coca Cola sells its product Fuze to the bottling operation, distributors, fountain wholesalers, and some fountain retailing. These then distribute them to retail outlets, milk bars, corner stores, restaurants, gas stations and news agents.
Sales Promotion
The purpose of sales promotion is to market communication activities, other than advertising, personal selling, and public relations, in which a short term incentive motivates consumers or members of the distribution channel to purchase a good or service immediately either by lowering the price or adding value (Lamb, Hair, and McDaniel, 2011). There are short term
MARKETING MIX PROJECT
incentives to encourage the purchase or sale of the Banana Colada Fuze. You can buy ten drinks at the price of $10 instead of $1.59 each, which saves you money. These promotions take place in grocery stores, retail stores, and online. On the other hand Coca Cola the maker of Fuze might use aggressive personal selling or trade advertising to convince a wholesaler or retailer to carry the merchandise. There are TV commercials, websites and in store displays advertising Fuze . This approach is known as push strategy (Lamb, Hair, and McDaniel, 2011). The wholesaler in turn push the merchandise forward by persuading the retailer to handle the goods. The retailer then uses advertising displays and other forms of promotion to convince the consumer to buy the pushed product. The pull strategy (Lamb, Hair, and McDaniel, 2011) which stimulates consumer demand to obtain product distribution. Rather than trying to sell to the wholesaler, Coca Cola using a pull strategy focus its promotional efforts on end consumers or opinion leaders. For example: Banana Colada Fuze the healthy alternative, consumers demand the product from the retailer. The retailer in return order the merchandise from the wholesaler, confronted with rising demand they place an order for the pulled merchandise from Coca Cola.
Public Relations
Pubic relations is the element of the promotional mix evaluates public attitudes, identifies issues that might elicit public concern, and executes public programs to gain public understanding and acceptance (Lamb, Hair, and McDaniel,2011). Coca Cola the maker of Fuze have great relationships worldwide. They sponsor the U.S. Olympics, donates to education, the environment and natural disasters. Marketing managers plan solid public
MARKETING MIX PROJECT
relations campaign that fit into overall marketing plans and focus on targeted audiences. These campaigns strive to maintain a positive image of the corporation in the eyes of the public. In the past Coca Cola has been criticized for contributing to childhood obesity particularly in the U.S. In response Coca Cola have overtaken public relations campaigns to try to minimize the impact other reputation and sales. Coca Cola created the Beverage Institute of Health and Wellness to support nutrition research, education and outreach.
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Price Section
Objective
Banana Colada Fuze is a volume objective. They are concerned with quantity when comes to making there profits. The trends in influencing the price of the product is that it is health conscience.
Strategy
Coca Cola’s Banana Colada Fuze uses a status quo type of pricing. They seek to maintain existing prices or maintain competitors prices. Their competition is Pepsi’s Sobe. There strategy is to listen to all the voices of the world asking for beverages. They are determined to make good drinks. They will continue to contribute to communities around the world through commitments to education, health, wellness, and diversity. Volume can always be increased, they can interest the level of consumers, take part in festivals, and events, and launch new flavors.
Impact of Competition
Competition varies during the product life cycle and strongly affects pricing decisions(Lamb, Hair, and McDaniel,2011). Although a firm might not have any competition at first. The high prices it charges could eventually induce another firm to enter the market. Intense competition can cause price wars.
Coca Cola the maker of Fuze is now thinking more health conscience. Its product line Fuze has a variety of flavors from green teas to energy drinks which allows them to compete with Pepsi’s Sobe. It’s competitor Pepsi Sobe has some health conscience drinks. However most of
MARKETING MIX PROJECT
there drinks do not offer half the benefits that are in Fuze. Fuze’s product Banana Colada Fuze has more vitamins, compared to Pepsi’s Sobe Pina Colada. Sobe’s Pina Colada does not have any antioxidant or electrolytes in it’s contents. Sobe’s Pina Colada does not regulate your digestive system or loosen your joints. Fuze offer more than just a great taste it offers a healthy experience. Although Fuze is a volume objective there price is in view with the competition. It also represents quality from the packaging to the contents. Fuze’s Banana Colada doesn’t taste cheap or look cheap. They live up to there name “Simply Fuze” and it is explosive. Everything you see on the bottle is what you will be getting in the package. Everyone deserves to know the truth about a product.
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Conclusion
I believe I did a great job marketing my product because I know my product. I drink Banana Colada Fuze regularly so I know first hand that it regulates your digestive system and will loosen joints. It is a health alternative drink. Drink one bottle a day and it should regulate your digestive system. If I had to choose between Pepsi’s Sobe Pina Colada I would choose Fuze’s Banana Colada because it offers more than just a great taste it’s a healthy experience.
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References
(Lamb, Hair, and McDaniel, 2011)
Overall, the sentence structure and grammar in your paper are mostly accurate. However, there are a few areas where improvements can be made:
1. In the first paragraph, the sentence "I went into the grocery store looking for a product similar to a smoothie but not as thick" would be clearer if it were written as "I went into the grocery store in search of a product that was similar to a smoothie but less thick."
2. In the same paragraph, the sentence "When I entered the grocery store I went directly to the specialty drink aisle and there they were several Fuze drinks" would be smoother if it were written as "Upon entering the grocery store, I headed directly to the specialty drink aisle where I found several Fuze drinks."
3. In the paragraph about features and benefits, the sentence "If your having digestive problems Banana Colada Fuze can ease digestion" should be corrected to "If you're having digestive problems, Banana Colada Fuze can ease digestion."
4. In the section about personal selling, the sentence "Personal selling is done by Coca Cola sells force the owner of Fuze" should be revised to "Personal selling is conducted by Coca Cola's sales force, which represents the owner of Fuze."
5. In the section about sales promotions, the sentence "There are short term incentives to encourage the purchase or sale of the Banana Colada Fuze" could be improved by rephrasing it as "There are short-term incentives designed to encourage the purchase or sale of Banana Colada Fuze."
6. In the section about public relations, the sentence "In response Coca Cola have overtaken public relations campaigns" should be corrected to "In response, Coca Cola has launched public relations campaigns."
7. In the conclusion, the sentence "Drink one bottle a day and it should regulate your digestive system" could be revised to "Drinking one bottle a day should help regulate your digestive system."
Remember to proofread your work carefully to catch any other minor errors.