Strategic Marketing Proposal for Illusion Vibes Drink Launch

Individual Assessment 3: Strategic Marketing Proposal
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Table of Contents
1. Introduction..................................................................................................................................3
2. SMART objectives prior to “illusion vibes’ launching...........................................................3
3. Strategic Marketing Planning......................................................................................................4
Marketing theories...........................................................................................................................4
3.1 4Ps of the marketing mix.......................................................................................................4
3.2 Keller’s brand equity theory..................................................................................................6
4. Ansoff Matrix and Strategic Planning.........................................................................................6
Perceptual map.............................................................................................................................7
Novel strategic marketing plan....................................................................................................7
Conclusion.......................................................................................................................................8
Reference List..................................................................................................................................9
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1. Introduction
In general, strategic marketing is a very crucial concept that corresponds to a strategic product
promotion based on its’ most potential consumers. This efficient approach critically identifies a
wide variety of market elements with the sole intent of making more profit and delivering much
superior value (McDonald 2016). On today's date, multiple organizations use this very approach
of strategic marketing to respond typically to customer needs other than formulation a nascent
plan to ameliorate customer satisfaction, organizational performance, enhance profit and thereby
generate better revenues (Saebi, Lien and Foss 2017, p.570). In addition, it also assists a business
to penetrate the prospective market more readily. In this regard, this shred of the report consists
of integrated marketing communication pertaining to a new product launch. However, market
launching of a novel product requires the utmost care and attention. In this regard, this report will
highlight some of the most significant marketing plans for launching a novel drink category
namely “Illusion Vibes” under Coca-Cola Amatil in Australia. It is a special category of soft
drink that would provide some health benefits as well because of its ingredients like green
coconut water, fresh mint leaves blended in apple juice. The prime motto of this innovative drink
is for those health-conscious individuals who prefer adding healthy fluid in their diet. This will
eventually serve both the purposes; refreshing and also healthy. Hence, the primary goals of the
above-mentioned launch are:
o To create stern brand awareness.
o To potentially target nascent customers and refine customer relationships.
o Launching a new product to grow enormous market shares.
o Increase in profit.
o Generate better annual revenues.
2. SMART objectives prior to “illusion vibes’ launching
Therefore, on the sole basis of the predefined goals, the strategic marketing planning for the
Illusion Vibes product needs to incorporate SMART marketing objective due to its broad aspects
(Hallahan 2015, p.250).
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