This case study presents a comprehensive marketing plan for Total-e-Tea, a new energy drink developed by Feel Good Beverages for the Australian market. The product targets students and young professionals, emphasizing low sugar and zero carbs. The plan details product development, including flavors, packaging, and pricing, alongside a market analysis considering Australian food safety standards, industry freedom, and consumer spending. Competition from existing energy drink brands is acknowledged, highlighting Total-e-Tea's competitive edge with low sugar and caffeine content. The primary target market focuses on consumers aged 16-36, with marketing mix strategies involving price discrimination, promotional selling, aggressive advertising, and partnerships with restaurant chains and online food delivery applications. Critical risks of market entry, such as changing regulations and monetary risks, are also addressed. Desklib offers a wealth of resources, including similar case studies and solved assignments, to support students in their academic pursuits.
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