Fruit Cedar Launch: Sovereign Beverage Company Product Analysis Report

This report provides a comprehensive analysis of Sovereign Beverage Company's launch of its new product, Fruit Cedar. It begins with an introduction to product and service development, emphasizing the importance of new product launches to meet customer requirements. The report then offers a company overview, detailing Sovereign Beverage Company's history, operations, and global presence in the food and beverage sector. A portfolio analysis follows, examining the company's diverse range of beverage brands and their market performance, highlighting key products like Hanami and Green King. The core of the report focuses on the Product Life Cycle (PLC) analysis of Fruit Cedar, covering the introduction, growth, maturity, and decline stages. Furthermore, the report provides justification for the new product, emphasizing its innovative nature as a non-alcoholic beverage and its potential to cater to mocktail preferences, as well as the capital investment. Finally, it concludes with a summary of the findings and references the sources used in the analysis.

Product and Service
Development
(Sovereign beverage
company limited)

Table of Content
 Introduction
 Company Overview
 Portfolio Analysis
 Product Life Cycle Analysis
 Justification
 Conclusion
 References

Introduction
 Product and service development is specified as enhancing the utility of the products and service
quality.
 It also involves launching new products that can better serves the requirements of target customer's.
 This report is based on the case study of Sovereign beverage company (Damianov, 2019).
 Henceforth, this report will emphasis over the launch of new product.
 Company is planning to launch its new product call Fruit cedar.
 This report will briefly overview about the detailed analysis of new product.
 Precise detail of product will be reported.
 Product cycle will also be discussed in respect to the new product

Company Overview
 Sovereign beverage company limited is established in the year 2004.
 Company incorporated its business operations in food and beverage sector.
 Michael David Chandler Davies is the director of the company.
 Company serves its products and services across the globe.
 Product range of Sovereign beverage company comprises with Ales, Ciders and
Spirits.
 Net worth of the company is around ₤ 357.3k
 Company export its products in more than 60 countries which also indicated about
the dominance of Sovereign beverage company in the target market.
 The company has witnessed the huge success specially in South Korea.

Portfolio Analysis
 Sovereign beverage company Limited deals in multiple beverages brands that has improved the
presence of company in the beverages sector.
 Company deals in Marston's, Hanami, Wychwood, Green King, Westons, SB, Eagle and various other
brands in the beverages sector.
 All the products of the company enable an effective beverages experience to company's target
customer's.
 Company's products like Hanami, Green King, NELSON, Belhaven is among the most prioritised
beverages brands across the world (Matsumoto and et.al., 2017).
 Korean and UK market has witnessed the heavy demands of all such leading brands of the
Sovereign beverage company.
 All the leading products sustain the major contribution of the market share for the company.
 Among spirits Bedrock's and Hanami's are the two products and brands that has sustain the market
presence of company in target market.

Product Life Cycle Analysis (PLC
Analysis)
 Introduction
 Sovereign beverage company is launching its new product call fruit ceder.
 All products in the beginning of the stage specifies in introduction stage.
 Company frame strategies like product development, marketing strategies, promotional strategies and other respective
strategies in order to improve the presence of new product in the target market (Wang, 2017).
 Growth
 Growth is an important stage involve under product life cycle analysis.
 Profitability of company is highly depends upon the products covered in this stage of product life cycle.
 Products and brands of Sovereign beverage company covered in this stage involve Wychwood, Belhaven, Marstones,
Robinson's, Greene King, Saltaire under the Ales product segment.

Cont..
Maturity
 Maturity is also a crucial stage involve in product life cycle.
 All such products of the company that has reached to that level where the profitability from the specific product started to decline (Markard, 2018).
 After the one point of time the sales of products start to decline due to outdated aspects of the product and also due to product development in
target market.
Decline
 Decline is a crucial stage covered under PLC analysis.
 All such product of the company that has reduced the market demand due to lack of consumer's preferences towards the specific product are
covered under this category of Product Life Cycle.
 At this stage product starts to looses its market presence because of the customers looses its interest in consuming the specific product category.

Justification
Innovation
 This is a new product segment under the beverage market.
 This is a non-alcoholic brand which will feed the needs of such customers who likes to prefer mock tails instead of cocktails.
Adaptation
 The new product of the Sovereign beverage company will give a unique and different experience to company's target customers (Nechaev and Antipina, 2016).
 This product does not consumer’s alcohol which enable the product to be a Mock tail product brand.
Renovation
 This is a new product which will catch a new experience from company's target customer base.
 Company is aiming to renovate the consumer experiences with the launch of this new product segment.
 Mock tail itself contains a specific customer base and company management is trying to meet the needs of all such customers with the launch of this new product brand.
Capital Investment
 Company management has prepared a budget of £ 5 lack Pound for the new product.

Conclusion
 Brief overview about the company is concluded in this report.
 Portfolio analysis is also summarised in this report to project the market presence
of all the company's products in the target market.
 This report also brief about the product life cycle analysis in order to project about
the different stages associated with company's brands.
 Brand like Marrys Irish is going through the stage of growth based on the market
performance.
 This report also project about the maturity stage involved under product life cycle.

REFERENCES
 Damianov, D., 2019, March. Lifecycle of Innovation and Life Cycle of an Innovative
Product. In 2019 International Conference on Creative Business for Smart and
Sustainable Growth (CREBUS).(pp. 1-4). IEEE.
 Matsumoto, M. and et.al., 2017. Sustainability through innovation in product life cycle
design. Springer Singapore.
 Wang, P., 2017. Innovation is the new competition: Product portfolio choices with
product life cycles. In Presented at the 15th Annual International Industrial
Organization Conference, Boston.
 Nechaev, A. S. and Antipina, O. V., 2016. Concept of the Life Cycle of
Innovation. Journal of Advanced Research in Law and Economics.7(3 (17).pp.572-583.
 Markard, J., 2018. The life cycle of technological innovation systems. Technological
Forecasting and Social Change, p.119407.