Just need 100 words response. Each Team member will write a short paragraph explaining/summarizing how our company will handle the portion they were assigned. The paragraph needs to include a referenc

Marketing Lemonade Worksheet

MKT/421 Version 17

Company Name

Contributor: Darryl Johnson

Industry of Operation

Contributor: Darryl Johnson

Lemonize

Organic Energy Drinks

LEMONIZE

Evolution of Lemonade

Herbal, Organic, and Energizing with a Taste of Nature. Lemons have always been recognized as a health food for their endless health benefits. Lemonized lemonade is sweeten with natural ingredients, such as Stevia & Coconut Sugar. Which contains a lower glycemic index than regular table sugar. Lemonize lemonade is refreshing and motivating. This is a great way to start your day and get the energy you need to survive through the day.

Fun-Fact

The American Heart Association recommends consuming citrus fruits – lemons included – to reduce your risk of stroke. In a study, women who consumed the highest amount of citrus fruits reduced their risk of stroke by 19 percent, compared to those with the lowest consumption (Science Daily, 2012).

Who are they?

Contributor: R. James

Industry of Operation

Contributor: R. James

Mission and Values

Contributor: R. James

Differentiation from other organizations

Contributor: R. James

We are a business firm that serves to earn a profit. We seek to maximize profits by increasing revenues and minimizing expenses.

We operate in the beverage industry.

“To serve our customers by offering organic lemonade beverages that are healthy, herbal, energizing, eco-friendly, and delicious.”

Focus will be on creating a variety of lemonade that will be healthy for its customers and environmentally friendly. 3% of profits will go to reducing racism in the United States by creating awareness and advocating for justice for all people of color, gender, and ethnicity.

Composition of target market

Contributor: R. James

We believe that ultimately, our products can be used by all consumers like Coke Cola. However, due to budget constraints, initially, our target market would be college students. Targeting college students aged 18 to 28 would be beneficial because they tend to be early adopters with an annual spending budget of $417 billion (Kerin, 2017). In addition, they are easily reachable by all the social media platforms like Facebook, Twitter, and Instagram.

Segmentation criteria used in identification

Contributor: R. James

Some of the segmentation criteria are young people who are willing to purchase the products that represent our values- healthy products that are organic, energizing, eco-friendly, and delicious. Most of all, consumers who are hyperconnected to social media.

Target Market Definition

Contributor: Jennifer Selmyer

Differentiation

Contributor: Jennifer Selmyer

Lemonize is a nutritious alternative to unhealthy energy drinks and much more refreshing than coffee. Our organic ingredients are farmed from sustainable sources with reducing waste as one of our top priorities. Lemonize will be packaged in 3-layer plastic bottles as opposed to the traditional 5-layer bottles to reduce waste, and 100% of the materials used are recyclable or biodegradable. Multi-packs will be available with bottles secured together using recycled cardboard instead of plastic banding that can harm wildlife when improperly discarded (Interact, 2020). Finally, the bottles will be labeled using digital print technology right on the bottle to further reduce waste, and the print will be plain yet still eye catching next to competitors who use brightly colored labels (Inside the Box, 2018).

Health conscious people who are concerned about the environment will be attracted to our organic and environmentally friendly lemonade. In the hot summer months while outside enjoying the festivities, coffee may not be appealing, and energy drinks can be deadly (Sahadeo, 2020). Furthermore, our customers will have the satisfaction of knowing Lemonize works hard to not harm the very environment they are outside enjoying. Everything from the health benefits, the refreshing taste, and the packaging adds value to our product and makes us different from our competitors. Lastly, our lemonade will be packaged for individual use unlike many competing lemonade brands who sell their product in gallon or half gallon containers making Lemonize the top choice for active consumers who are on the go.

Top Business Industry Competitors

Contributor: Jennifer Selmyer

Your Company’s Positioning

Contributor: Jennifer Selmyer

Calypso Original Lemonade- 20-ounce bottles

Calypso Original Lemonade boasts real sugar and real ingredients, but Lemonize is 100% organic and environmentally friendly. Additionally, our product is infused with caffeine and vitamins making it the ultimate healthy, refreshing, and energizing lemonade on the market.

Red Bull Energy Drink- 10-ounce cans

Red Bull positions themselves as the go-to drink for people living an active lifestyle, but the ingredients are far from healthy. Lemonize is the healthy alternative for consumers who want the energy Red Bull offers without the unhealthy side effects (Red Bull, 2020)

Vitamin Water Zero Squeezed Lemonade Flavored- 20-ounce bottles

Vitamin Water has a Squeezed Lemonade Flavored drink which is not made with real lemons like Lemonize is. Additionally, Vitamin Water uses genetically modified organisms (GMO) and the drink contains phosphoric acid. Lemonize offers the same hydration and vitamin properties as Vitamin Water, but uses non-GMO ingredients, is organic, environmentally conscious, and does not use dangerous chemicals in its production (Vitamin Water, 2020).

The healthy soft-drinks market is already flooded. Since the target market is the working population (caffeine), the most appropriate pricing strategy would be a mix between penetrative and skimming: disrupting the beverage and soft drinks market with one fell (Gollust et al.,2018). The price must penetrate the processed juice market because there is a large market that would be willing to move over to a healthier option. That would be disruptive, the intended effect. A beverage affordable to the soft-drinks market segment while still being an attractive alternative to the non-hot caffeine market: with health being the main objective.

Stage of Maturity Life Cycle

Contributor: Casey Berry

Discussion

Contributor: Casey Berry

Introduction

Lemonize will be released to the market. We will focus heavily on advertising the product via social media, digital advertising, outdoor advertising, mail offers, and television commercials.

Growth

Sales or revenue steadily increases, and the product will go through various changes based on research, development, and meeting the standards of our customers. Funds would be raised, and product acquired to the market. Demand for the product will start to accelerate.

Maturity

As our product enters the maturity phase, the sales will eventually level off and warning signs of a sales decrease will become evident. Competition will increase, and marketing efforts will need to be expanded to keep our product relevant.

Decline

Lemonize will have saturated the market and sales will start decreasing. Our company will think of enhancing the product, discontinuing the product, or selling the rights of our product to another company (Kerin & Hartley, 2017).

Lemonize is a new product being offered to consumers, so we will use the selective distribution method in the introduction phase. Our focus is to get the beverage to locations where our target market will have access to them. To facilitate this process, Lemonize has a contractual vertical marketing agreement with local distributors, wholesalers, and other intermediaries who will assist with the logistical responsibilities. We will also offer our product via electronic vertical marketing channels by allowing wholesalers and consumers to purchase Lemonize straight from the manufacturer using the internet. Once Lemonize gains popularity, we will switch from the selective to the intensive distribution method during the growth and maturity phase to allow as many consumers to have access to our product as possible (Kerin & Hartley, 2017).