Marketing Plan of a New Sports Drink: Marathon Energy Drink - MKT 623

This report presents a comprehensive marketing plan for the launch of a new sports drink, "Marathon Energy Drink," in Bangladesh, developed by a student from the University of Chittagong. The plan begins with an executive summary highlighting the market opportunity, followed by an introduction to the product and its target market. A detailed situation analysis explores market segmentation, consumer needs, and trends within the beverage industry, particularly focusing on the sports drink segment. The report includes a SWOT analysis, competitor analysis, and defines clear marketing objectives. The core of the plan outlines the marketing strategy, encompassing product development, pricing, distribution, and promotional activities. A financial plan is also included. The report concludes with an action plan, outlining the steps required for successful product launch and market penetration. The report is submitted as part of the Marketing Management course (MKT 623).