Lemon lemon sparkling lemonade target

Marketing Lemonade Worksheet

MKT/421 Version 17

3

Marketing Lemonade (Part 1)

Learning Team 2

Marketing 421

Professor Maria Keller

University of Phoenix Material Team2

Please complete the number

corresponding with your name

Letty- 1,2,4

Michelle- 3

Vanessa- 5,6

Guillermo-7

Traci -8

Juan Pablo – 9

Marketing Lemonade
Scenario
Your team is looking for a way to make some revenue as either a for-profit or not-for-profit organization. This organization can market locally, nationally, or internationally, and can be a privately-owned company or a franchised organization. The product that you have decided to sell is lemonade. To make the endeavor work, you will have to define the product that you will be selling (that is some marketable form of this drink) and decide on a target market.
Your marketing team's mission is to prove the company’s goals will be met by providing research, strategy development, and reasoning why this form of this product is viable In this first half of the project, you will report on the following:
· Target market
· Product's definition to the target market
· Viable pricing strategy
· Brand's position in the competitive environment
Complete the following
1. Select a company name and determine the real business world industry of operation.
Company Name

Industry of Operation

Lemon-Fresh Lemonade

Beverage

2. Describe in no more than 90 words the new and unique form of lemonade that will be launched by your company.

The suggested thirst-quencher will be made exclusively from lemons that are grown from organic farms. The beverage will be a non-carbonated drink fused with the freshness of lemons that are cultivated in farms that do not use any damaging substances or fertilizers. Every crop is a factual contribution of the kind of product that will be enjoyed by all. The fact that it is a non-carbonated drink will also ensure that the drink is not as harmful as other carbonated drinks can be like sodas.

3. Complete the chart in a total of 90 words describing your organization.

Who are they

Industry of Operation

Mission and Values

Differentiation from other organizations

Lemon-Fresh Lemonade (Lemon-Fresh) is a for-profit organic beverage company. They make non-carbonated drinks which is flavored with organic lemons. Lemon-Fresh beverage will also deliver complete hydration to all consumers, delivering happiness, nutrition and refreshment in a bottle.

Beverage

Lemon-Fresh's mission statement is to hydrate and nurture the human spirit, one person, one bottle and one community at a time.

We value a culture of belonging where everyone is welcome. We also value being present, transparent and respectful of all. Finally, we value delivering the best lemonade while holding us accountable.

Our goal is to establish Lemon-Fresh Lemonade as the premier curator of the finest lemonade in the world while maintaining our uncompromising principles while we grow.

We differentiate ourselves from organizations by offering a tasty product for all ages that is organic and healthy which delivers complete hydration. We also sell individual serving sizes for people on the move.

4. Identify the following in no more than 90 words regarding your target market.

Composition of target market

The Target market for Lemon-Fresh Lemonade would comprise the focus to customers of all ages specifically school aged

Gender- All genders

Occupation- Students as well and professionals like Teachers, Aides and Administrators

Lifestyle- Customers who love a healthy lifestyle, like go to gym and healthy eating

Segmentation criteria used in identification

Our Target market is made up of students and business professionals. It’s targeted for people on the go that need something cheap, fast and healthy.

5. Determine in no more than 90 words how you will define the lemonade to your target market (include information on packaging, labeling, etc.). How will this add value and differentiate the brand and product from the competition while encouraging the target market to buy?

Target Market Definition

Differentiation

Our lemonade will be defined by the unique packaging glass bottle shape with an aluminum cap for reseal between uses. Our Cap will have a blue color change for cold activation. This packaging also will promote recycling and reduce environmental damage.

The lemonade label will have a clear identification of what the product is. It will include the 100% real lemons used label with the natural ingredients used. Our label must include the health and safety warnings, usage date, and our company’s ownership and contact information.

Our lemonade will be different from other brands because the uniquely slim shaped glass bottle with our color changing cold activation cap to promote the cold refreshing brand sold in the refrigerators near the checkout stands.

6. Complete the chart in a total of no more than 90 words to compare your company with industry competitors.

Top Business Industry Competitors

Your Company’s Positioning

Simply Lemonade

Plastic bottles and artificial flavors

Glass bottles and natural ingredients

Minute Maid Lemonade

Plastic and can bottles lemon juice from concentrate

Glass and resealable caps real lemon juice

Hubert’s Lemonade

Glass bottles and carbonated vs. cold activation cap

7. Define the pricing strategy in no more than 90 words that you will use for the introduction of the product.

The pricing strategy that our company wants to adopt, involves minimizing the cost of production as much as possible. By cutting costs we will have more room to play with prices that we can offer. Cutting the production cost will allow us to set a good competitive price, therefore people would not mind paying for Lemon-Fresh, and at the same time the company will be making a good profit. Cutting production cost doesn’t mean that our product is going to be cheap and poor in quality, on the contrary we are planning to lower production cost by being more efficient, more price-conscious and being better at time management.

8. Discuss in no more than 90 words the maturity life cycle stages of your product.

Stage of Maturity Life Cycle

Discussion

Introduction

Introduced to the target market

Slow Profits

Making customers aware of the product

Growth

Rapid increases in sales and awareness. Customers are talking about our product and how they feel and sharing their opinions with others.

Possible competition starts to appear for us.

Maturity

Sales begin to peak and the demand for our product rises.

Price to match or beat competitors.

Diversify brand and models.

Decline

Phase out the weak items.

Reduce to level needed to retain most loyal customers.

Low cost per customer.

9. Describe in 90 words how you will use suppliers, agents, or distributors to create your distribution channel.

In order for the company to reach our intended customers, we will sell our product in

Farmer markets, Whole Foods Markets and Trader Joe’s in order to take advantage of their marketing. We will use our suppliers with the intent to provide our customers with options. We will also offer the opportunity to have the drink delivered directly to their house, we will have a system like Uber Eats in which we will create apps to have drinks delivered and customers will also be able to pay for their delivery through the app. We won’t have much warehouse space and will require our agents to store the product in order to save money, and the savings will be passed on to our customers. We will use our suppliers as our warehouse along with our agents. We will supply them every day during the morning in order to provide them with the fresh product that will sell easier.