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Marketing Mix Project
Natashia Johnson
Keiser University


Marketing Mix Project

I chose the product Banana Colada Fuze because it regulates my digestive. I went into the grocery store looking for a product similar to a smoothie but not as thick. When I got into the grocery store I went to the specialty drink section and immediately the packaging engaged me. Through the top of the bottle appeared to be a light liquid which was exactly what I was looking for but I was not sure what I was in for. I must admit I loved the multicolored ensemble label. The label had a fruitful blend of bananas, coconuts and pineappleson it. Without hesitation I immediately grabbed the bottle and purchased it. When I got home I opened the bottle to indulge myself. Hands down the taste was exactly what I was looking for. This Fuze drink had a light banana colada taste which reflected the various fruits on the outside of the packaging. Just when I didn’t think it could get any better it began to regulate my digestive system. Amazing grace must have been what I needed because I have acid reflux. Anyone that has acid reflux can tell you that they have a problem digesting food. In addition to regulating my digestive system it loosened my joints where I was having excruciating cramps in my leg and foot. Curiously I peered at the front and the side of the label to see what I had just experienced. The label listed in detail all the vitamins and health nutrients Banana Colada was made of.
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.

Product Section
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.

Packaging has five functions to contain and protect products, promote products, facilitate storage and use and convenience of products, facilitate recycling and environmental damage (pg.369 chptr10). 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.
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. One Channel goes from the manufacturer to the distributor to retailer to consumer. This is considered Traditional Channel. 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.
Promotion Section
Banana Colada Fuze is the healthy choice alternative.
Advertising affects consumer daily lives, informing them about product and services and influencing their attitudes, beliefs and ultimately their purchase(pg.610 chptr17). 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. 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. There are short term 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 (pg.596 chptr 16). 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 (pg.596 chptr 16) 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 (pg 633 chptr 17). 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 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 of reputation and sales. Coca Cola created the Beverage Institute of Health and Wellness to support nutrition research, education and outreach.
Price Section
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.
Coca Cola’s Banana Colada Fuze uses a status quo type of pricing (pg694 chptr 19) 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(pg.710 chptr 19). 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
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 represent 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.
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 loosen joints. It is a health alternative drink. Drink one bottle a day and it should regulate your digestive system and loosen your joints. 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.
pg.369 chptr 10 (packaging)
pg.649 chptr 18 (sales promotion)
pg. 633 chptr 17 (public relations)
pg.694 chptr 19 (strategy)
Pg.649 chptr 18 (Impact of competition)

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