Principles of Marketing, 17/e

Sample Marketing Plan: Chill Beverage Company

Executive Summary

The Chill Beverage Company is preparing to launch a new line of vitamin-enhanced water called NutriWater. Although the bottled water market is maturing, the functional water category—and more specifically the vitamin-enhanced water category—is still growing. NutriWater will be positioned by the slogan “Expect more”—indicating that the brand offers more in the way of desirable product features and benefits at a competitive price. Chill Beverage is taking advantage of its existing experience and brand equity among its loyal current customer base of millennials who consume its Chill Soda soft drink. NutriWater will target similar millennials who are maturing and looking for an alternative ...