Spicy Cola Case Study Example | Topics and Well Written Essays - 2500 words

Spicy sess - Case Study ExampleLast Chance with the plan to plump its product line wants to enter into the soft throw beverage foodstuff. With the new product Spicy Cola the company wants to grab the market with its difference in the product feature. The company primarily shoot fors the Australian supermarkets in Class A category and is not expected to be in direct competition with the correspondent player of the market like Pepsi and Coca Cola.The new product from Last Chance is primarily targeted towards the younker generation for its trendy, cool and active nature and taste of the drinks. This product differentiation from the company is expected to constitute huge potential in the market for its unique taste. This research is mainly concerned with the development of the give awaying plan for the product. For finding the drawbacks of the product qualitative research survey was conducted amongst sample customer to understand the train of the product and its packaging for a proper implementation of the strategy in accordance to the mood, taste and warp of the soft drink. The branding plan describes each and every aspects of the launch process from brand take, logo, target market, office strategy, pricing strategy, promotion and advertisement and packaging design for Spicy Cola to brand equity focal point system for the evaluation of the product success after the launch in the market. Rationale for brand name & brand mantra Building a brand name and brand mantra argon one of the essential dimensions of product development process. Building a powerful brand name can even name the consentient category of products like Xerox refers to photocopy category (Marconi & American commercialiseing Association, 2000, p. 4). Last Chance inevitably to develop a strong brand name for its Soft drinks in the market so that customers are much familiar to the product and can recognize the difference from its name. On the other hand brand mantra depicts the feat ures of the product with a short phrase. The phrase gives the idea to the customer the position in the market and the target market which can influence the group to be more attracted towards the product (Keller, 2008, p. 144). The new soft drink from Last Chance was named as Spicy Cola which clearly depicts its difference from the other players with its SPICY whole step and also gives the impression in the mind of the people about its trendy, cool taste from the name which was mainly targeted towards the young generation. Brand elements and attributes Brand element is the nature of the product offered by the company and general info about the product with its characteristics and features (Keller, 2008, p. 163). It is the product features which make them different from others in the competitive market. With more relevance with the market need and the character of the product the more successful a brand can be in the market. Spicy Cola with its trendy, cool style refers to the frien dly, free nature of the young generation. The black color and glaze smell of the drink was perceived to be for both the genders and for all the age group of 12 to 30 and for all the cities. The sparkling cinnamon taste can be consumed at any point of period by the people. The design which was selected after the research survey also suits the identity of the product features which has a striking potential to grab the market share in the cold drink beverage industry. Target Market Identifying the target audience can help the company to launch its product in a more successful manner. The primary and the secondary target market are needed to be identified by Last Chance in accordance to the product features and properly implement its strategy to the market to emergence sales