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Managing the Total Marketing Effort: marketing plan for new product, flavored milk

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Marketing plan for the following product:

?An established beverage manufacturer is introducing a completely new product - flavored milk beverages. The target market is 6-12 years old.

The marketing plan should include:
1.Executive Summary

2.Situation Analysis
A.Target Markets (demographics, needs, trends, etc.)
B.Critical Analysis Considered (SWOT, Competitive, etc.)
C.Product(s) Defined (features, benefits, etc.)
D.Anything else you believe to be important

3.Key Marketing Objectives (what are you trying to accomplish?)

4.Strategic Initiatives
A.Positioning
B.Differentiation vs. Competition
C.Pricing Strategy
D.Distribution Strategy

5.Tactical Plans
A.Promotional Tactics to be Used
B.Develop a creative execution of a print ad
C.Develop a creative execution for a direct mail or e-mail campaign
D.Timing
E.General Thoughts on Budget (where will you spend money?)
F.Anything else you believe to be important

6.Other
A.Keys to Winning
B.Barriers to Success
C.How will you measure results

?Define the scope of the marketing plan

?What are the general parameters such as target market, positioning and differentiation, pricing and promotion strategies

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Solution Summary

The marketing plan presents a paragraph for each of the six parts. It is a 414 word solution.

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#1
An established beverage manufacturer is introducing a completely new product - flavored milk beverages. The target market is 6-12 years old.

2. Situation Analysis
The flavored milk beverage Milkos is targeted at 6-12 years old school going children and it fulfills their need to have a cold flavored filling tasty drink. The trend of the children away from flavored water based drinks opens up new opportunities for Milkos. This drink will be sold in bottles and through dispensers in schools and in grocery stores. The pricing of the bottle will be at par with carbonated drinks. Initially the drink will be ...

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