Scenario: Using the same organization and the lemonade drink from the Week 4 Learning Team assignment, develop an analysis for the bank. The bank will be using this information to make their final dec

Marketing Lemonade Worksheet

MKT/421 Version 17

University of Phoenix Material

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 marke
Viable pricing strategy
Brand's position in the competitive environment

Complete the following

Select a company name and determine the real business world industry of operation.

Company Name	Industry of Operation
Life Gave Us Lemons Lemonade	Non-profit

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

A natural, organic lemonade should be used instead of regular lemonade offering a diet alternative for all to enjoy. The is a big issue with diet products these days pertaining to side effects from using artificial sweeteners versus a natural sweetener. This lemonade will offer plant-based sweeteners, such as stevia and agave. This should help boost sales since we will sell to a large population of health-conscious persons. Adding a hint of all-natural flavored versions such as mango, blueberry or even lavender/chamomile lemonade. Flavors with health benefits are a plus

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
“Life gave us lemons Lemonade” is an organization that is in tune with the dietary needs of people who are in the golden years of their lives.	We operate in the beverage industry	We are a non-profit organization that benefits older Americans through donationtions to the Meakls on Wheels program so that we can assist the elderly community in receiving nutritional needs through the later stages of their lives.	We concentrate more on the needs of the customers and others that we can assist rather than profits. We offer organic products with all natural sweeteners that will not interfere with medication or an array of heath issues.

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

Composition of target market	The composition of target market is the elderly community. These are retired guys, who are sensitive of their good diet. This population has for many years not been targeted by many food and beverage companies. This population has got financial ability and all they care for is a healthy life- our focus.
Segmentation criteria used in idenfitication	The first market segmentation is the variety seekers. Health focus is another category which consist of consumers who normally tend to prefer everage based upon their health. Hold the sugar these are consumers who are highly attracted to diet biverages.

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

Today’s world is looking for healthy ways to eat and drink to combat illnesses that come from what one eats. Sugary drinks are just as bad as most are filled with syrups and refined sugars. Millenials are looking for healthy options and mature adults are looking to reverse the side effects of years of consuming unhealthy drinks. To combat this problem, plant based beverages are on the rise. Our lemonade offers sweeteners that are not harmful to the body since agave and stevia are infused in these lightly flavored lemonades. We are marketing to all ages, since we know that all will enjoy these healthy alternative drinks, which are organic and healthy.

Synonomous with being all natural and organic, we’ve packaged this lemonade in an actual lemon bottle and we’ve labeled it in such a way to catch the eye of potential target customers.

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

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

I say we go in with a higher price and promote the natural ingredients in the regular formula and safe natural sugar alternatives in the diet formula. People are willing to spend more for a higher quality, fresh squeezed, lemonade. We could offer promotions/coupons as needed. It always catches peoples interest when you have a pour shot or advertise in the summer.

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

Stage of Maturity Life Cycle	Discussion
Introduction Stage	Coming into the market with a higher price point will help us boost profits during the time of slowly growing sales.
Growth Stage	This stage should provide rapid growing sales and if we do not see the numbers we would like, we can then lower the price point a bit. Competitors will determine this adjustment,
Maturity Stage	During the maturity stage, we can decide if the price should be maintained of lowered for profit maintenance. This is the stage we must stretch as long as possible.
Decline Stage	The decline stage should not happen for a very long time. If we begin to see a decline, the directors must decide if we will delete the lemonade of just decrease production.

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

Our company will use the most common way for beverage distribution. Indirect channel marketing where we will use the intermediary method of sending out these lemonades to stores all around the globe, since the firm believes they can market globally and get a good consumer response. From here we can utilize suppliers to get sales from their stores to get it to the customers.