Scenario: Using the same organization and the lemonade drink from the previous assignment (SEE ATTACHED FILE), develop an analysis for the bank. The bank will be using this information to make their f

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
Sweet Orchard Lemonade	Food & Beverage

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

The lemonade offered by our company will be unique in its taste and its ingredients. Lack of sweetness has been among the main complaints with current lemonade brands. Sweetened with all-natural honey, our lemonade tastes sweeter than that of our competitors. For the consumer opting for an all vegan diet, we also offer other sweetener alternatives such as stevia, coconut sugar and agave nectar. Our uniquely flavored lemonade will stand out in the market with recyclable glass bottles in convenience and grocery store markets. Our lemonade will be perfect for the consumers in the summer months, and the return to raw ingredients will attract a health and socially conscious target market.

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
Sweet Orchard Lemonade is a small for-profit organization made up of a group of people who are passionate and dedicated to consistently deliver a high quality product that is good for you and affordable.	Food & Beverage Industry	To encourage and promote the benefits of living a healthy lifestyle through the high quality ingredients provided in our lemonade.	Our lemonade is derived of all natural ingredients all of which provide valuable nutrients. Also, a percentage of our proceeds go towards farming charities.

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

Composition of target market

Consumers are becoming more aware of how essential it is to be health conscious. There is now more knowledge of the risks that come with drinking sodas and sugar-filled drinks. Parents are becoming as concerned for themselves as they are for their children. This calls for a need to provide healthy and natural beverage options to the general public now that consumers are interested in taking advantage of adopting a healthier lifestyle.

Segmentation criteria used in idenfitication

The segmentation criteria that we used was Psychographic. We considered consumers’ lifestyles, interests, and their values to identify our target market. Our consumer is interested in continuing or in newly adopting a healthy lifestyle.

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 is made with all-natural sweeteners such as raw honey, stevia and coconut sugar. These nutritious ingredients are low-calorie alternatives that are packed with enzymes, antioxidants, vitamins and minerals. A donation of 5 cents for each bottle sold will go to farming charities to promote sustainability. We will also include a recycling program for glass bottle reuse.	Other lemonades in the market are high in refined sugars, which does not support a healthy diet. High amounts of sugar can lead to unwanted weight gain, tooth decay and more. No other competitor donates to farming charities.

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
Minute Maid Produced by the Coca-Cola Company $31,745,980 dollars in revenue	Our brand will enter the market as an organic, healthier alternative to existing well-known brands. The new brand of lemonade will follow the trend of organic, all-natural products.
Country Time $8,513,346 dollars in revenue Sales down 6.95%	We expect to gain popularity through consumer trials of a “new” product and repeat purchases. As an independent, local supplier, costs remain low, creating an opportunity to capitalize on declining sales amongst our competitors.
Snapple $397,509 dollars in revenue Sales down 41%	Our lemonade will pose competition to Snapple’s “all-natural” ingredients marketing push while taking advantage of Snapple’s recent decrease in sales and brand loyalty.

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

Cost-Plus Pricing - evaluating all variable costs a company incurs and adding a markup percentage to

establish price. (selling something for more that it cost to make)

Competition-Based Pricing – utilizing competitor prices as a benchmark

We will consider how much it costs to make a 16oz glass bottle of our lemonade in comparison to the price of our competitor’s 16oz bottles, and then we will set our price.

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

Stage of Maturity Life Cycle	Discussion
Saturation/Sales Volume Peak	During and after the sales volume peak, we lose our competitive edge as a new company with an introductory product.
Decreasing Market Share	The maturation stage challenges our company and product with high levels of competition. The objectives are to maintain the current market share.
Decreasing Profit Share	When sales hit a plateau, it is time to create a marketing plan which generates new consumers and seek to increase the target market.
Increased Market Share Through Differentiation	We intend to increase our market share through creating new lemonade flavors with innovative marketing campaigns.

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

The target market selected for our product is health-conscious, clean eating adults that want great taste and affordability. Based on our target market, the distribution channel we can use is the indirect method. The intermediaries that can be used to get the lemonade to consumers are wholesales that sell to retailers or retailers that can directly purchase from us. Supply chain markets such as Whole Foods and Trader Joe’s are ideal to sell this products.