Price

Price is the amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits of having or using the product or service. (Marketing: An Introduction for Education Management Corporation, 275) The price of one Slim Pouch will be two dollars. You could also buy two Slim Pouches for three dollars and save a dollar. In grocery stores, a 24 pack of Slim Pouches will be available for $20. "Good-value pricing strategies—offering just the right combination of quality and good service at a fair price." (Marketing: An Introduction for Education Management Corporation, 277) Good-value pricing is the strategy that Slim Pouch is aiming to use. For an energy drink this delicious, this great, that gives a fraction of its funds to the breast cancer organization, we feel it's a great value. 

Distribution

"Three strategies are available: intensive distribution, exclusive distribution, and selective distribution. Producers of convenience products and common raw materials typically seek intensive distribution—a strategy in which they stock their products in as many outlets as possible." (Marketing: An Introduction for Education Management Corporation, 323). Intensive distribution will be used for Slim Pouch, which means our product will be stocked in as many outlets as possible. Any grocery store, gym, and gas station we can get into, we'll try. This is a way to give our produce exposure. Resellers are distribution channel firms that help the company find customers or make sales to them. (Marketing: An Introduction for Education Management Corporation, 68).

Product

"We define a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need." (Marketing: An Introduction for Education Management Corporation, 209) Slim Pouch is a yummy strawberry-banana flavored energy drink designed to help give women that extra energy they need to work out. It's also a business looking to help women with breast cancer, as one-fourth of our funds will go to the breast cancer organization. Slim Pouch is also designed to help give you the vitamins you need, as multi-vitamins will be in each drink. The drink will be manufactured in a teal colored skinny plastic pouch and there will be a picture of a strawberry and banana on the front. The strawberries and bananas are organically grown and fresh picked in California. Caffeine is what will be used to get the woman pumped. Instead of sugar, we’ll use artificial sweetener from a plant called Stevia. Marketing-mix planning begins with building an offering that brings value to target customers. This offering becomes the basis upon which the company builds profitable customer relationships. (Marketing: An Introduction for Education Management Corporation, 209)

Promotion

"Many tools can be used to accomplish sales promotion objectives. Consumer promotions include a wide range of tools—from samples, coupons, refunds, premiums, and point-of-purchase displays to contests, sweepstakes, and event sponsorships." (Marketing: An Introduction for Education Management Corporation, 434) Exercising the consumer promotion idea, Slim Pouch will randomly stand in the entrance of gyms to give free samples of our drink (of course with the gym's permission). "Samples are offers of a trial amount of a product. Sampling is the most effective—but most expensive—way to introduce a new product or to create new excitement for an existing one." (Marketing: An Introduction for Education Management Corporation, 434) We feel that this is a fantastic way to popularize the product. We believe once women taste the delicious drink, most of them will fall in love with it. We can also use this tactic to build a relationship with the women and tell them more about us and our product. Something like this can be a memorable experience for them. "Many companies and trade associations organize conventions and trade shows to promote their products..  Vendors receive many benefits, such as opportunities to find new sales leads, contact customers, introduce new products, meet new customers, sell more to present customers, and educate customers with publications and audiovisual materials." (Marketing: An Introduction for Education Management Corporation, 436) Slim Pouch will be promoted during events having to deal with health, such as the breast cancer walks and the Livestrong events. This will also enable us to build relationships. Samples will usually be available in these events as well. 

Target Market Strategy

"A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends to create value for target customers in order to capture value in return." (Marketing: An Introduction for Education Management Corporation, 57) The target market for Slim Pouch is all women who work out for a desire to get or stay in shape.  "Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives. Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how." (Marketing: An Introduction for Education Management Corporation, 57) Slim Pouch will be advertised in places just women mostly shop. It will be sold in grocery stores, gyms, and gas stations. The breast cancer donations will hopefully catch the attention of women who support the breast cancer organization. Through product differentiation brands can be differentiated on features, performance, or style and design. (Marketing: An Introduction for Education Management Corporation, 196) One thing that will widely differentiate Slim Pouch from other energy drink is the unique plastic pouch it will be produced in. Most energy drinks are sold in cans. Uniqueness can go a long way for products. Also, the strawberry-banana deliciousness will differentiate it from other energy drinks. 

Objectives

The company needs to turn its mission into detailed supporting objectives for each level of management. This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives. (Marketing: An Introduction for Education Management Corporation, 41-43). The overall objective for Slim Pouch is to build profitable customer relationships creating a delicious, environmental energy drink for women. The first step is to set advertising objectives. An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. (Marketing: An Introduction for Education Management Corporation, 386) Slip Pouch will be advertised in multiple gyms around the country such as Las Vegas Athletic Club and 24 Hour Fitness. There will be posters of the drink throughout the gyms. There will be a TV commercial and it will be played mostly on sports channels and cooking channels. Product line length is influenced by company objectives and resources. (Marketing: An Introduction for Education Management Corporation, 220).

Business Mission Statement

"To get any woman going that's desiring to lose weight."
These days, women are busier than ever. When it comes time for them to work out, they might find it hard to have the energy to do so. Slim Pouch is here to help them.