Marketing Plan: Phase I

Essay by aaron766University, Bachelor's February 2009

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In 1919, a tastefully, frothy beverage was introduced in Lodi, California by Roy Allen when he setup his first drink stand. Because his beverage was such a success, he took on Frank Wright as a business partner. As a result, 1922 was the beginning of A&W Root Beer. Two years later, Roy Allen later bought out Frank Wright then sold the company in 1950 when he retired. Since then, the company has exchanged many hands, and is now a subsidiary of Cadbury Schweppes plc, of London. Today, A&W Root Beer is the #1 selling root beer in the world (A&W Root Beer, 2007). Because of increasing competition of similar companies, A&W Root Beer must continually develop new products or services and implement a marketing plan that will successfully respond to the changing environment such as competing products and target markets. As the company devices a marketing plan for a new product or service, recognizing the target market, implementing a SWOT analysis, and defining the research approach used will help develop the beginning of a successful marketing strategy.

New ProductThe new product is truly an old time favorite but cleverly packaged for a convenient serving. A frothy beverage in a plastic bottle waiting to be topped off with a scoop of creamy vanilla ice cream to complete the delectable tasty food, a root beer float. The new product is the convenience and packaging. The plastic bottle containing the root beer is made of polyethylene terephthalate (PET). The bottle will be six inches tall and will contain 12 ounces of root beer (See figure 1). The bottom of the bottle would be approximately 2¾ inches in diameter to support the four-inch diameter opening on top to allow a scoop of vanilla ice cream is added with ease to complete the frothy,