CONTENTS
1. Executive Summary.......................................................................2
2. Our Company
- Company Mission.................................................................. 3
- Company Description & Vision................................................. 3
- Company Goals.................................................................... 4
3. Marketing Product Focus
- Marketing Objectives..............................................................5
- Identification of Target Market...................................................5
- Positioning...........................................................................6
4. Situation Analysis
- Analysis of External Market Environment......................................6
- Industry Analysis.....................................................................7
- Competitor Analysis...............................................................8
- S.W.O.T. Analysis.................................................................10
- Market Forecast....................................................................12
5. Marketing Strategy
- Product Strategy...................................................................12
- Place Strategy......................................................................15
- Pricing Strategy....................................................................15
- Promotion Strategy................................................................16
6. Future Prospects...........................................................................20
7. Bibliography...............................................................................21
8. Appendix
- Appendix A : Graphs ............................................................22
- Appendix B : Statistics on the market for the FAB industry...............24
- Appendix C : Survey Form ....................................................27
1. EXECUTIVE SUMMARY
This marketing plan seeks to evaluate the feasibility of launching Mochabarvodka, a new coffee-flavored alcoholic beverage, in the Singapore market. Extensive market research on the alcoholic beverage industry and the results of a pilot survey involving 97 Singaporean young adults aged 18-30 have shown that there is a demand within this age group for greater variety in the Flavored Alcoholic Beverage (FAB) industry.
NTUC FairPrice MP
FairPrice's largest branch in Singapore, the FairP...
An Esso petrol station run by NTUC FairPrice. It i...Our research has also shown an increasing demand for greater convenience among consumers who enjoy drinking coffee mixed with alcohol in terms of availability and preparation.
Our intention is to position Mochabarvodka as a lifestyle product to a niche market of consumers aged 18-30 who enjoy drinking coffee mixed with alcohol and who want greater convenience in terms of widespread availability and easy preparation.
A situation analysis has shown that Mochabarvodka would be positioned favorably in the market. We plan to distribute our product extensively to supermarkets and convenience stores throughout Singapore such as 7-Eleven, NTUC Fairprice, Shop N Save, Cheers and Cold Storage. Various forms of promotion in the form of publicity, advertising, and sales promotion will be used in order to relate to the lifestyle needs of consumers...