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Marketing Plan

A.Le Coq Company gave as a challenge, which we as young Jr. Marketing managers accepted it. The challenge was to find out if there is any potential in the Dutch market for their foreign product named “Fizz”.
Fizz is a cider, is a light alcoholic drink with fruits taste that is produced on a base of apple wine. The quality and flavors of this cider are similar to world-famous English cider. One of the greatest values of the cider is that it is natural and has a refreshing effect.
In this assignment we had to use all our marketing skills and by marketing we don’t just mean sales and advertising but a combination of activities like market research; product development; sell price; promotion; distribution; positioning etc. We need it to find out if there was a potential in the Dutch market for this product. If so, we need it to know how they should approach the market, and how to face the potential competitors. For finding all this information we had to do some research for the product group; competitors; costumers, we also had to segmented the market, chose a target group, find out how the brand can distinguish from the other brands.
The purpose of this report is to analyze the Dutch market, evaluate the potential effect of the product in the market, and suggest ways on how to introduce Fizz in the market. The report outlines some steps that could help the introduction of the product in the Dutch market.

Research of the Product and Competitors

Any company that wants to be successful – whether it’s a manufactory; supermarket or retail organization has to put the potential customer first in its promotion and customer relation policy. The focus on these days is marketing, and by that it doesn’t mean just sales and advertising, is a group of procedures like marketing surveys; product group; primary and secondary research; product mix etc…
Obviously marketing is about an effort of satisfy the needs and wishes of the consumers, and to satisfying then so well that...