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Essay / Research Paper Abstract
A 5 page marketing plan for an existing product. SoBeä Beverages is a line of ready to serve drinks that spans the gap between soft drink and 'health food.' SoBeä capitalizes on the trend toward other flavors than traditional colas and lemon-limes in such products as their black tea, energy elixirs, cranberry-grapefruit combinations and others, but does so with the addition of herbal ingredients such as ginseng, ginkgo, guarana and echinacea. Bibliography lists 7 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSsobebev.rtf
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Unformatted sample text from the term paper:
to serve drinks that spans the gap between soft drink and "health food." SoBe? capitalizes on the trend toward other flavors than traditional colas and lemon-limes in such products
as their black tea, energy elixirs, cranberry-grapefruit combinations and others, but does so with the addition of herbal ingredients such as ginseng, ginkgo, guarana and echinacea, as well as others.
The product is manufactured in Canada and distributed in the US by South Beach Beverages of Norwalk, Connecticut. Flavorful and energizing, the manufacturer makes no specific health claims
in connection with the products, but rather relies on consumers growing knowledge and the growing popularity of herbs and herbal treatments to translate any potential health benefit. Positioning is
done on the basis of flavor. Economic Conditions. The cultural and social environments are such that there is growing interest in things
herbal, and those interested in those matters are attracted to the beverages for their herbal content, listed prominently on labels but not emphasized. In terms of legalities, herbs are
considered dietary supplements and are so addressed by the Food and Drug Administration (FDA). The FDA also oversees soft drink production, however, and the herbal content of the products
is not so high that products can be classified as dietary supplements rather than soft drinks. The products are politically and technologically neutral.
The Industry. The overall soft drink industry is a multi-billion dollar one popular literally around the world. SoBe? products can claim less than a 1 percent
share of the market dominated by Coca-Cola, PepsiCo and the others, including manufacturers of all sports drinks, but only SoBe? brings to the market the advantage of herbal content combined
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