This case study analyzes The Better Drinks Company, a beverage company with a strong brand presence, particularly in New Zealand. The report begins with an executive summary, highlighting the importance of marketing and strategy for business success and introduces a new product, Fresco Coffee, designed to compete with the fresh juice market by targeting health-conscious consumers. The study then presents a detailed situation analysis, including the company's background, brand portfolio, and external environment analysis, including market description and competitor review. It further explores the company's strengths, weaknesses, opportunities, and threats through a SWOT analysis and assesses the external environment using PESTLE and Porter's Five Forces models. The marketing objectives, strategy (segmentation, targeting, and positioning), and marketing mix (product, price, place, and promotion) are then discussed, providing a comprehensive overview of the company's marketing approach. The case study concludes with a summary of key findings and recommendations for future strategies, emphasizing the importance of both traditional and web 2.0 marketing tactics. The document is a student submission providing valuable insights into marketing strategies, market analysis, and new product development within the beverage industry.