Marketing Management for Lemon & Paeroa Soft Drinks in New Zealand

Running head: MARKETING MANAGEMENT
Marketing Management
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MARKETING MANAGEMENT
Executive Summary
The report has helped in the overall analysis of the marketing strategies for Lemon & Paeroa
brand of soft drinks in the market. With the help of the customer decision making process
along with the marketing mix elements, the different aspects of the customers decision
making have been taken into consideration. Furthermore, the segmentation, targeting and
positioning has been taken into consideration which provided a brief overview on the
different kinds of behavioral aspects of the customers in the entire market. Moreover, the
communication slogan has been taken into consideration which is ethical in nature which will
be beneficial for the overall success of the firm in a positive manner. The main aim and
purpose of the report is to manage the overall effectiveness of the firm in such a manner
which will be beneficial for the overall success of the firm.

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MARKETING MANAGEMENT
Table of Contents
Introduction................................................................................................................................4
Overview of Product Category and Brand.............................................................................4
Overview of New Zealand Market Size.................................................................................4
Segmentation, Targeting and Positioning of Soft Drinks in NZ................................................4
Analysis of Market.................................................................................................................4
Analysis of Consumer Decision Making Process......................................................................7
Analysis of Buying Behaviour of Target Market...................................................................7
Types of Consumer Buying Behavior in Other Segments of Product Category....................7
Marketing Strategy.....................................................................................................................9
Marketing Mix.......................................................................................................................9
Communication Slogan............................................................................................................11
Importance and Significance of Communication Slogan.....................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13
Appendices...............................................................................................................................16
Appendix 1...........................................................................................................................16
SWOT Analysis of Lemon & Paeroa...............................................................................16

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MARKETING MANAGEMENT
Appendix 2...........................................................................................................................16
Competition Analysis of Lemon & Paeroa......................................................................16