Question for Global Strategic Marketing & International Research
If we are a new brand entering a stable market, which would be the most suitable strategy if we would like to penetrate it very quickly, considering that we are proposing a price upgrade of a 20% vs average sector price? You must integrate your explanation with examples you can find from any market in which you are interested”
(Word count for this question is 700)
Question for Sales Management and Commercial Structure
A multinational beverage company with headquarters in the US wants to enter the Spanish energy drink market and hires you as an external consultant. Their Marketing plan is based on the launch in Spain of their energy drink “Spirit of the Forest” which is the star product worldwide and which has proved so far to have clear differentiating qualities (better taste, natural ingredients, more vitamins, etc.) than its direct competitor Red Bull. You are asked to develop and implement a sales plan of the energy drink.
For the launch and growth of “Spirit of the Forest” in the Spanish market, the following strategic guidelines have been defined in the Marketing Plan to compete directly against Red Bull:
● Positioning of the energy drink as the natural alternative to Red Bull and performing a strong advertising campaign in the Spanish media during a whole year
● Addressing the same customer segments (young people, athletes, etc.)
● Applying an aggressive price strategy to introduce the product in the market, offering it with a 10% lower price than Red Bull and with important discounts for retailers
● The energy drink will be sold through the same sales channels and it will be negotiated based on each company specific agreements, making them interested to have “Spirit of the Forest” in their offer:Retailers(Carrefour, Mercadona, Hipercor, etc.), Restaurants, Bars, Gyms etc.
As the product will be introduced in the Spanish market for the first time, it is planned to launch a campaign to offer samples and free product to convince the sales channels and consumers
The CEO is asking you to give in two weeks in front of the board of directors a presentation about the sales plan you develop and the approach to implement it in the following months. Please complete the following two tasks:
1. Develop a sales plan in which you explain briefly all the key aspects that must be considered for the selling of “Spirit of the Forest” in the Spanish market. Keep in mind that the product is launched in Spain for the first time and the product is not known by the sales channels
2.Define the different steps that will be necessary to implement the sales plan
(Word count for this two questions is 950)
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