Kubik Ice is the new cocktail launched by Jocelyn Pedrono, the PDG of Trendy Concept based in Angers. This product is on the French market for few months and we would like to make a new marketing plan to improve the sales and find a way to make it better known by the target audience.With regard to this, we will study the actual situation make some propositions concerning our new strategy. It is important to know that Kubik Ice is marketed on the website and this creates an interest to undertand the company's strategy. Indeed, even if they have a diversified production set up, they would like to maintain their image in the market and focus on their communication strategy. Moreover, the company never made advertisements for Kubik Ice.
[...] Why have we chosen this proposal? - Students are our future target - Students are clubbers and so they will love the concept - It's almost a free communication, with a high impact Marketing plan: Strategy Second proposal: The second proposal will be to make a partnership with some of the clubs and bars in big cities. The goal is to develop the final consumer loyalty but also the bar or club loyalty. We would like that people visiting these particular bars and clubs adopt the habit to ask for the Kubik Ice when they are in this specific place like if the drink was associated to the place. [...]
[...] They are traditional one and some press relations are generally enough to re-launch sales. It's also why the Kubik Ice is sold by another company: Trendy Concept. This product, as most of new products, needs to be promoted. Nevertheless, it's a good point for the product to be made by Les Grandes Distilleries Peureux because of their reputation and their know-how. Situation analysis: The Company The SWOT analysis: Just to conclude about the company, we can make a SWOT analysis to review the general situation. [...]
[...] This product is on the French market since few months and we would like to make a new marketing plan to improve the sales and especially to find a way to make it better known by the target. In that way, we will study the actual situation to then make some propositions concerning our new strategy. Table of contents Situation analysis a. Company analysis b. Consumer analysis c. Competition analysis d. Context analysis Marketing plan / Recommendations Situation analysis: The Company Trendy Concept is a company based in Angers, France. The PDG Jocelyn Pedrono has taken the risk to launch this new drink whereas the company wasn't in a good position. [...]
[...] The first speciality of the company was the wormwood but today, the company which is directed by Bernard Baud has 4 main products: - Brandies of fruits - Traditional liquors - Griottines and Griottines liquors - The vodka “perfect 1864” Strategy: What is important to note is that our product, the Kubik Ice, never appears on the web site of the company. That point let us see the company's strategy. Indeed, even if they have a diversified production, they would like to keep the prestige of the beginning and so they focus their communication on few products. Moreover, the company never made advertisement concerning its product. [...]
[...] It's on that point that I will focus my new strategy to attract French consumers, still keeping the actual image of the product main communication strategies will be proposed. First proposal: The first proposal will be to make a partnership with school BDE. The goal is to attract students, and to make known the product. Of course students will not be the first targeting people as we would like to target people with a quite high purchasing power. Nevertheless, current students in grad schools are the future young riches of tomorrow. [...]
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