contrato patrocinio

MARKETING PLAN
Robinsons Fruit Squash

INB 337 – INTERNATIONAL MARKETING

Prepared By:
Laura Fourdraine
Cristina Gugler
Stuart Siddall
Zhanna Sklyarenko

Rollins College
Professor Dr. Cecilia McInnis-Bowers
05 December 2007

EXECUTIVE SUMMARY 3
1. INTERNAL ANALYSIS 3
1.1. Product Background 3
1.2. Current Status of Product 4
1.3. The Market and Customers 4
1.4. SWOT – Product Strengths and Weaknesses 5
1.4.1. Strengths 5
1.4.2. Weaknesses 6
2. EXTERNAL ANALYSIS 6
2.1. SWOT – Product Opportunities and Threats 6
2.1.1. Opportunities 6
2.1.2. Threats 6
2.2. Target Market Description 6
2.2.1. Demographics 6
2.2.2. Infrastructure 7
2.2.3. Cultural Frameworks 7
2.2.4. Business Regulations 9
2.3. Target Market Analysis 10
2.3.2. Ansoff Matrix 10
2.3.3. Market Trends 10
3. COMPETITION IN TARGET MARKET 10
3.1. Key Competitors 11
4. CUSTOMERS IN THE TARGET MARKET 11
4.1. Seven O’s of the Marketplace 12
5. BRINGING THE PRODUCT TO THE MARKET 13
5.1. Product 13
5.2. Price 14
5.3. Placement 15
5.4. Promotion 15
5.4.1. New Bottle Design 15
5.4.2. Local and Regional Advertisement 16
5.4.3. Health Seminars and Conferences 16
5.4.4. Targeted Lectures 17
5.4.5. Special Promotions 17
5.5. Production 18
5.6. Marketing Budget 18
6. CONCLUSION 19
6.1. Deadlines 19
6.2. Success Measures 20
Exhibit 1: Price Calculations 21
Exhibit 2: New Bottle Design (1 liter bottle) 22
Exhibit 3: 1 Gallon Pitcher Design 22
Exhibit 4: New Innovative Cap 22
Exhibit 5: Robinsons “Carry-Around” Bottle 23

EXECUTIVE SUMMARY

This Marketing Plan analyzes the introduction of Robinsons Fruit Squash, a U.K.-based dilutable drink, to the American market. The drink can be consumed by anyone who wants to quench his or her thirst. However, we will be specifically targeting family shoppers, especially mothers buying drinks for their children, middle- and high-school teens and health-conscious