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CONSUMER MARKETING PLAN AK/ADMS 4220 Consumer Behaviour Professor D. Strong Due Date: March 25, 2002 Avi Regmi 204953329 Burke Rutherford 202678167 Doaa El-Emam 205736418 Erik Strong 202914265 Lisa Scholze 204157483 Neil Ruskay 203022084 TABLE OF CONTENTS TABLE OF CONTENTS 1 EXECUTIVE SUMMARY 1 SITUATIONAL ANALYSIS 3 Consumers 3 Market Place 3 DEMAND 4 COMPETITION 6 Product 6 Price 7 Distribution 7 Promotion 7 ENVIRONMENTAL CLIMATE 9 Social and Cultural 9 Economic 9 Technological 11 Political and Legal 11 PART TWO: RECOMMENDATIONS 12 Mission Statement 12 The Rational Behind our Mission Statement 12 MARKET RESEARCH - CUSTOMER 13 PRODUCT 15 PRICE 16 DISTRIBUTION 17 Channel Description Model 17 Overview of Distribution 17 Distribution Channel 1 18 Distribution Channel 2 18 Distribution Channel 3 19 BIBLIOGRAPHY 20 CITATIONS 21 EXECUTIVE SUMMARY This marketing plan seeks to create and market a product to consumers. In order to be successful we've focused on understanding our consumer so that our product can be positioned in such a way that it creates strong appeal in our target market. The product we've developed is a water based drink that is fortified with vitamins and minerals. It is a clear drink with no taste and has the consistency of water. It has been position as a refreshing water replacement with health advantages. It is not been positioned to compete with Coke...

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