Project

Marketing concept for a trend drink


Situation

A regional brewery intended to produce a trendy soft drink. The company asked how and where the market opportunity could be found. Furthermore the company needed a marketing conception with a budgeting and implementation plan.




Tasks for >innovation + marketing<

• Comprehensive marketing concept
  
  
• Development
  
  
• Implementation
  
  

Implementation

We began the project by analyzing fashion drinks, breweries and the beverage market in general.

Taking into consideration trends and customer values we developed the profile for the drink. Together with the brewery master we made a prototype drink following the concept and organized a first tasting to determine recipe changes. We developed packaging design and pricing strategy; and, then developed the sales and advertising concept.

In cooperation with upper management, we developed a comprehensive marketing concept and ensured the marketing instruments such as product, price, sales and promotion matched.

A budget plan and time schedule were used to control the implementation and to provide the right information flow among participants.