As for the customers who will purchase this product, they would include the teenagers who are the residents of metropolitan areas. These would comprise of the SEC A and B classes who would have parental incomes above US$5,000 on an annual scale. The company believes in delivering state of the art energy drinks to its customers which essentially suggest the goodwill that the energy drink company has believed in ever since its inception. The leadership style at the company has focused on satisfying the market and the consumers and delivering quality rather than just mere words. Quality is backed up with quantity by making sure that the product is available at all the retail outlets. The leadership style is thus surely one which will help develop and sustain the business for a long period of time. It will help build solid rapport with the partners and channel members at the different levels, which include the distributors, wholesalers, retailers and so on and so forth.
The market right now is quite attractive for the energy drink market and I believe it is the right time to hit the market with our product as it offers a different taste and aroma surrounding it. Market is on the rise and I am sure with the passage of a little time, my brand would also hit the retail outlets just like all the other popular brands have already done. The survey that we did before launching the energy drink consisted of both the primary research data as well as the secondary one. Primary data included the matter related with asking questions from the people in a random order. The sample consisted of around 250 men and women combined. The secondary data was collected from A C Nielsen, the marketing research concern. The questions that were asked included the following:
1. Do you drink energy drinks'
2. What is one thing that you like about energy drinks'
3. Would you go for an expensive energy drink or one that costs less and gives more in terms of benefits like rich taste, aroma and a sense of attachment with it'
4. Would you go for Aloha Energy Drink if we give it to you for X dollars'
The product itself is the Aloha Energy Drink which is available within the market at a reasonable rate. It is one of the most sought after energy drinks that will be there in the market and offers a niche segment of its own. Its competitors will understand that Aloha Energy Drink is a name to reckon with, in the relevant market domains and thus Aloha would come out as a winner at the end of the day.
There are a few managers at the retail and sales level who are concerned with delivering the product to the stores and outlets. We have the sales manager as well as the advertising manager. Then we have the marketing manager who is above both of them and takes care of all the marketing related things for the brand. The total employees are close to a thousand