The advertisements on television and cinema houses will be aired in the summer season i. e. from June to September. The television campaign would be aired on BBC, Show Movies, MTV, and other popular channels. Advertisements will appear on the television in two, four hour time intervals, one in the afternoon and the other in the night. The press advertisements would also start at the same time of the year and would appear in newspapers and magazines on a day to day or a weekly basis depending upon the nature of the medium.
Internet marketing would be done on a continual basis by advertising on social networking websites, sports websites, and other websites that are popular amongst the youth (Promotion - introduction to the promotional mix, 2009).
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The implementation of the devised strategies would start as stated in June under the supervision of the marketing director. There are a number of ways to evaluate the success of the implementation. Advertisements can be evaluated by conducting surveys and interviews with people amongst the target audience (Nielson, 2009).
The surveys would also be helpful in getting feedback about the marketing strategy and will also be helpful in improving the strategy (McKay, 2002).
In an industry where two firms are responsible for 70% of the worldwide sales, a new entrant has a lot of challenges that lie ahead, before an actual product can be launched (The Story Of Coca Cola, 2009). The barriers to entry are in supply chain management, buying power of retailers, and demands of distributors.
Apart from the logistics issues, the biggest issue is to create brand awareness and to attract new customers (Kotler & Armstrong, 2003). Customers are reluctant to shift from the brands that they like and have seen for years. Hence, a new firm has to develop a sound marketing strategy in which the firm targets is market effectively and then positions its offering to the selected target market. Consequently, product differentiation becomes an important challenge, since essentially there is not much difference in the carbonated soft drinks.
Brands only succeed if they are able to convince the customer that they are offering something different and better as compared to the others. This can be achieved by effective advertisement. Advertisement is one of the most important tools for creating a brand image in the customers' minds. Therefore, the strategy for our product is to target its market effectively i. e. the youth and adults, offer them a variety of products that they can use, and above all differentiate our product as the one that is better than the others (Kotler & Armstrong, 2003).
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- Kotler, & Armstrong. (2003).
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