A Framework for Marketing Management, Essay Example

New Zealand is considered to be one of the most serious markets pursuing organic drinks and food choices for the public. Embracing the option of developing better and healthy lifestyle, the New Zealand market is more convinced with the idea of taking into account healthier options for them to take into full attention. Several brands of sports drinks have already been released in New Zealand and most likely, it has been obvious through the years that the most effective brands that the market responds to are those that are organically produced. Noticeably, one of the most celebrated sports drink brands in New Zealand’s market today is R-Line which basically comes from organic sources. The different line of sports drinks released by the company is one that makes the campaign successful.

Noticeably, the way the market responds to the said product depends on the condition by which the business presents the products they are ready to offer to the public. Using the camel as R-Line’s carrier logo, the organization does create a definite patter of reputation that provides a definite form of insistence on the power of the energy drink and its natural source. Practically, the way the brand has been marketed in New Zealand follows the culture of the people and how they understand the importance of organic resources. Food-defined developments have made it possible for such option of introduction and distribution of organic sports drinks to be catered in the market of New Zealand.

In this case, a new brand is to be introduced in the same industry. Following the option of campaign that is used by R-Line is expected to be productive enough to support the said desire to expand in the market. The new brand is to carry a new name and an improved taste that would provide the market with a new choice to pick from. The new product is to provide a more acceptable price to the market, especially in focusing on how the target buyers would be reached faster and more effectively, basing on the price-range that the sports drink is to be offered in. Being organic in nature, it is expected that the whole option of development in the process of marketing the new product should at all cost reflect the overall desire of the of the organization to reach out to individuals who have distinct desire of remaining organic while also embracing the new options of development directed to empowering the body through a great tasting sports drink.

Price-range distinction is often the deciding point for buyers of sports drinks in New Zealand. Most likely, the capacity of the organization to offer the new product and a new set of choices of sizes and prices to the market would make this new brand more acceptable and more definitive in affecting the thinking and perception of the market that is aimed to be influenced.  The capacity of the new brand of sports drink to respond to the basic needs and expectations of the new market marks the condition by which such options of development in market improvement makes a distinct insistence on how good marketing campaigns do affect the changing perception of  buyers with regards a certain product. What most marketers fail to take note is the fact that the buyers they want to target have different beliefs, different tastes and definitely a different sense of choosing what best identifies with their desire to be refreshed with a particularly defined sports drink that corresponds to their taste and their understanding of what good sports drink is about.

The fact that the elements used to make the sports drink are organic in nature, the health benefit of the said beverage choice is high enough to contend to the needs of the public to which the company is aiming to respond to. Most likely, the campaign towards improving the knowledge of the product with regards this matter and how the public corresponds to such development of new product-offer should insist on how the product is expected to respond to public needs for healthy beverages. The campaign should also be able to point out what the new brand has against the others; therefore establishing their competitive stance both in the local and the international market. Since New Zealand imports and exports sports drinks from different brands, it is important to take note of the fact that there are already many choices in the market for the buyers to choose from; the capacity of the organization to remain unique and retain its luster amidst such immense competition is indeed helpful in establishing the reputation of the new brand as it is being set apart from the old brands released in the said area of consideration.

Overall, the condition by which new entrants in the market make it in the competition against different brands in the same industry could only be accounted through the application of definite insistence of defensive marketing. According to the Nielsen statistics, the capacity of the market in New Zealand to accepts new entrants within at least a rate of 15% full compliance during the first two months of introduction. Most likely, it is this span of period of time that could determine whether or not a definite product would likely make it into the market. Most likely, it could be understood that with the full conditioning of the market, the more the organization becomes fully aware of the position that it aims to take into account especially when it comes to competing with other existing brands.

Accordingly, the strategies established to make a mark on how the organization grows in the face of such competition would determine the overall value of a specific brand in the market. Most often than  not, it is the willingness of the organization to take the risks that would determine whether or not a particular brand is to make it in the market among the target buyers. This would rather determine the success of a particular product launch.

References

Kotler, Philip; Kevin Lane Keller (2009). “1″. A Framework for Marketing Management (4th ed.). Pearson Prentice Hall.

e Adcock, Dennis; Al Halborg, Caroline Ross (2001). “Introduction”. Marketing: principles and practice (4th ed.). Xavier thomas. p. 15.

Kotler, Philip & Keller, L. Kevin (2012). Marketing Management 14e. Pearson Education Limited 2012