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.

EOC: Pitch

Slim Pouch!

Women need energy too! How about an energy drink designed specifically for women wanting to get or stay in shape? Slim pouch is a strawberry-banana flavored sugar-free drink made to boost a girl’s energy and get her going. The drink will be manufactured in a teal colored skinny plastic pouch and there will be 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. It’s also a multi-vitamin drink to help you stay healthy. There will also be a breast cancer ribbon on the back of the pouch, and one fourth of all funds will be donated to helping breast cancer victims.

EOC: Benefits vs. Features

"Features are a competitive tool for differentiating the company’s product from competitors’ products." (Marketing: An Introduction for Education Management Corporation, 215). "A brand can be better positioned by associating its name with a desirable benefit." (Marketing: An Introduction for Education Management Corporation, 230). Slim Pouch is an energy drink that features a delicious strawberry banana flavoring from strawberries and bananas originally grown and freshly picked in California. A benefit of that is that it will be, not just an energy drink, but a delicious energy drink. Another feature of Slim Pouch is the plastic pouch that it will be manufactured in. A benefit of the plastic pouch is that women can slip it right in their purse and it will be drunk with a straw. Slim Pouch also features artificial sweetener, and the benefit is having a sugar-free drink. One fourth of all funds will be given to the Breast Cancer corporation. The benefit of that feature is supporting people that suffer from breast cancer. "Consumers see products as complex bundles of benefits that satisfy their needs." (Marketing: An Introduction for Education Management Corporation, 211)

Three Great Mission Statements

The three mission statements I felt were well done were Jordan McCutcheons, Michelle Brown's, and Kathea Crons'. Mission statements should be market oriented and defined in terms of satisfying basic customer needs. (Marketing: An Introduction for Education Management Corporation) I feel that they all did an excellent job at doing that. Jordan explains what his business is committed to and determined to do. He also explains the kind of experience he wishes to give his customers. I thought Michelle's was very unique and smart. I felt that Kathea's was also unique, although similar to Michelle's. She gets specific about the experience you'll have when using the product with certain other people.

Situation or SWOT Analyss

A SWOT analysis evaluates a company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T). (Marketing: An Introduction for Education Management Corporation) In terms of my strengths, there aren't many energy drinks out there designed specifically for women. Especially popular ones. This can make competition a lot less of a worry. Another strength is that it wont be too hard or expensive to produce the product. I also see the fact that I'll be giving a certain percentage funds to the breast cancer organization a big strength. I don't see to many weaknesses for the company; the main thing would probably just be that my product is only designed for women, so that should eliminate all men from using the product. There are definitely some opportunities for this product. There are gyms everywhere, and people are working out every day. Also,  with the obesity rate of today, we might be able to inspire more women to workout because we can give them the energy. A threat I may have to face is that some women may not think it's a good idea to drink a caffeinated drink before working out.