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V8 Fusion: Color Your Night

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V8 Fusion: Color Your Night Campbell‟s products have been very successful in the U.S. Now the Company decided to expand its operations to a growing juice market of Poland. This study concentrates on three areas: (1) Market Analysis, (2) Technical, financial and organizational analysis and (3) Marketing Plan. 2009 V8 Fusion: Color Your Night By Go-Getters International: Nichole Achey, Megan Hill, Joelle Lipsman, Richelle Lydick, Mike Magdaleno, Diana Perazzo, Brett Seifreid and Alex Tenocelotl 1/1/2009 V8 Fusion: Color Your Night Contents Transmittal letter ............................................................................................................................. 4 Executive summary ......................................................................................................................... 5 Part 1 ............................................................................................................................................... 6 General Information .................................................................................................................... 6 Consumer target market and potential ........................................................................................ 7 Business Target Market .............................................................................................................. 9 Industry and Competition ......................................................................................................... 11 MASPEX ................................................................................................................................ 11 HORTEX ................................................................................................................................. 11 AGROS NOVA ........................................................................................................................ 12 Cultural and Social analysis ...................................................................................................... 13 Profile of a Typical Person ....................................................................................................... 16 Part 2 ............................................................................................................................................. 17 Company summary ................................................................................................................... 17 Technical feasibility .................................................................................................................. 19 Raw materials and manufacturing capability ........................................................................ 19 Channel structure .................................................................................................................. 20 Financial feasibility ................................................................................................................... 21 Country economic analysis ................................................................................................... 21 Production costs .................................................................................................................... 22 Organizational feasibility .......................................................................................................... 24 Country political/legal feasibility ......................................................................................... 24 Company organization .......................................................................................................... 25 Conclusion ................................................................................................................................ 26 SWOT analysis ..................................................................................................................... 26 Recommendations ................................................................................................................. 28 Part 3 ............................................................................................................................................. 29 Target market, objectives and positioning strategy .................................................................. 29 Marketing Mix Strategies ......................................................................................................... 30 Product .................................................................................................................................. 30 2 V8 Fusion: Color Your Night Distribution ........................................................................................................................... 31 Marketing communication .................................................................................................... 32 Price ...................................................................................................................................... 34 Revenues and Expenses ............................................................................................................ 35 Evaluation Plan ......................................................................................................................... 37 Appendix 1 ................................................................................................................................ 38 Appendix 2 ................................................................................................................................ 39 Appendix 3 ................................................................................................................................ 40 Appendix 4 ................................................................................................................................ 42 Appendix 5 ................................................................................................................................ 44 Appendix 6 ................................................................................................................................ 45 Appendix 7 ................................................................................................................................ 46 Appendix 8 ................................................................................................................................ 47 Appendix 9 ................................................................................................................................ 48 BIBLIOGRAPHY ............................................................................................................................. 49 3 V8 Fusion: Color Your Night Transmittal letter December 11, 2009 Dr. Judy Strauss, CEO 1 Campbell pl Camden, NJ 08103 856-342-8400 Dear Dr. Strauss: Subject: V8 Fusion in Poland At your request Go-Getters International has prepared a feasibility study along with a marketing plan of introduction V8 Fusion into the Polish market. We have first analyzed the market, then researched the technical aspects surrounding the potential entry, and created a marketing strategy to effectively introduce the product. We are confident that the following plan will create success for V8 Fusion. Thank you for this opportunity. Please contact us at [email protected] with any questions. Best Regards, Nichole Achey __________________________ Meagan Hill ____________________________ Joelle Lipsman __________________________ Richelle Lydick _________________________ Mike Magdaleno ________________________ Diana Perazzo __________________________ Brett Seifried ___________________________ Alex Tenocelotl _________________________ Enclosure 4 V8 Fusion: Color Your Night Executive summary Due to the increasing interest of a healthy and convenient lifestyle in Poland, the Polish population is a perfect candidate for Campbell‟s V8 Fusion. Go-Getters International intends to market this product to a nightlife consumer, who will be able to mix V8 Fusion with their favorite alcoholic beverage. Specifically young, educated, and fun-loving females will find that V8 Fusion is a good match for their nightlife experience. Although there are several juices in Polish market, no competitors market their products in such a way. Go-Getters International recommends that for the first year V8 Fusion will be introduced in major Polish cities. It should be done in the form of a joint venture with Euro Frugo, a leading juice manufacturer that will also package, market, and distribute our product. The goals set for the first year of V8 Fusion‟s introduction to the market include attaining a total profit of $7.95 million, maintaining gross profit margin at 40%, and reaching product awareness of V8 Fusion to 30%. In order to achieve the established objectives, V8 Fusion will employ a “Color your night” marketing campaign by advertising through print, broadcast, outdoor, and interactive media. Besides traditional forms of marketing, a projected image into the night sky of the V8 logo will be used every Friday and Saturday nights for the first month of the introduction. The product will be sampled on college campuses, bars, pubs, clubs, and stores. The packaging will include mixed-drink recipes, and additional recopies can be found on the website. V8 Fusion will also sponsor Agnieszka Radwanska, a popular Polish tennis player. 5 V8 Fusion: Color Your Night Part 1 Feasibility study: Market Analysis General Information
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