BP - Marketing Objective

Continuing with the BP framework and moving to the next stage: marketing objective.


1. Category Definition
The category that I have chosen for the purposes of this project is
NAB (non-alcoholic beverage) segment
which includes:
a. carbonated drinks like Pepsi, Coke, etc.
b. bottled water
c. fruit/vegetable juices
d. RTD (ready to drink) coffee, tea
d. functional drinks (gatorade, etc.)

2. Customer Definition
Current Customer - anyone who buys non-alcoholic beverages, whether in a sit-down restaurant type setting or casual, on-the-move setting or at the grocery stores.

Ideal customer - one who would choose their non-alcoholic beverage in glass bottles in a sit-down restaurant setting and at the grocery stores.

3. Marketing Objective
Acquisition

3. Source of Volume
Earn share from plastic bottles as a packaging option in this category (earn 3% by 2013)