Kool-Aid Marketing Plan PDF

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A marketing plan for Kool-Aid upon re-entering the Australian market....

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MMK101 Marketing Fundamentals

Marketing Strategy Trimester 1, 2020 Student Name: Tara Hristić Student Number:

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Table of 6. Marketing Strategy Recommendation 6.1. Product Strategy It is mainly the high-level plan that tends to describe what a business hopes for accomplishing with its product, as well as how it plans to do so. Furthermore, this particular company has a lot of potential in terms of re-entering the Australian marketplace with their Kool-Aid brand. It has been observed that this particular firm invests in terms of building out a variety of product-level brands. This firm can re-enter in Australia with their earlier product types such as pouched beverage and liquid as well as the powdered drink mix. However, in their product category the firm needs to introduce some of the new flavours such as Orange, Lemon, Litchi, Watermelon and Rose Syrup. As they are re-entering so this brand needs to make sure that they stand out from their competitors. Kool-Aid needs to use global standard technology for its packaging in the moisture resistant and pilfer-proof packs such as glass bottles, jars, PP bottles as well as the stand-up pouch. Some of the most popular items of this brand need to be based on the local tastes and preferences. The artificial sweeteners must be used to the minimum and in this place they must natural sweeteners. Furthermore, they should also remember that the products must not contain the caffeine contents and they should make sure the products are available in sugar-free version (McDaniel and Gates, 2013).

6.2. Pricing Strategy The pricing strategy of the Kool-Aid must be eventually in line with the present strategy of their products. At present because they will be re-entering the Australian market again so the brand needs to master the art of the low pricing keeping pandemic in mind at present because there are a lot of people who lost their job. Kool-Aid must cater to the masses as well as target the

3 individuals from the middle to the low class section of the society. The company needs to adopt a pricing policy that is reasonable so that anyone can easily make a purchase during this pandemic situation (Lovelock and Patterson, 2015). This company must implement a promotional pricing policy by offering their free drinks as well as other incentives for enhancing the sales figures and also revenues. It needs to penetrate in the further markets so it needs to adopt penetration policy by maintaining pocket-friendly rates. 6.3. Distribution and Logistics (placement) Strategy The distribution and logistics of Kool-Aid will follow the 3 to 5 tire architecture. It will be following the super sub concept of distribution: The Product produced in the factory which is strategically located for minimizing the transportation concept of distribution The company depot the product has been delivered to the various stock list as per to the previous placed orders The secondary sake from the stock list point or in some cases whole sale stores Kool-Aid must follow various distribution channels model as per to the local demand as well as for every model the goal of the firm for delivering quality to the end user (Kotler, 2012).

6.4. Integrated Marketing Communication Strategy

4 For a successful re-entering of Kool-Aid into the Australian market the brand will have to develop an ethical and effective integrated marketing communication strategy depending on the target segment that the brand will serve in Australia. The selection of the channels of advertising and promotions will be highly essential for the brand to be able to promote its products to the target segment which is mainly composed of the young children of nine years age and above who are fast growing up into the future of the nation and their parents who also have an element of nostalgia involved with Kool-Aid when it was sold in Australia during the 1960s and 70s. The Integrated Marketing Communication Mix for Kool-Aid is developed as follows: 

Television, radio and newspaper marketing- The traditional marketing channels will be used to capture the attention of the prospective customers in Australia. Commercials through television, radio and newspapers will be aimed primarily for the traditional customers who are not highly tech-savvy. Therefore, keeping in mind the ethos of the traditional customers will be one of the key marketing focuses for Kool-Aid [ CITATION Gor16 \l 1033 ].

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Social media marketing- The brand will also benefit a lot from using social media marketing tactics because of the unprecedented growth and development in the Information and Communication Technology (ICT) and digital communication infrastructure in Australia along with the high internet penetration. Today majority of the young children has access to smartphones, internet and social media which they use for entertainment, education or other purposes. Hence, exploiting benefits of the social media platforms like Facebook, Twitter, Instagram, YouTube, etc. will bear fruits for Kool-Aid in attracting the target segment [ CITATION Guo17 \l 1033 ].

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Web-based marketing- Kool-Aid will also benefit from using web-based marketing tactics where it will utilize its official webpage as the marketing tool for promoting its launch in the Australian market. The website will have to be updated with the proposed expansion plan into Australia and all the details of the offerings to the Australian

5 customers such as the features and benefits of the powdered and flavoured drink mixes, their prices, availability, discounts and offers, etc. The logo of the Kool-Aid Man is in itself nostalgia for the elderly Australian and displaying it on the website will certainly stimulate their emotions and draw interest to purchase them for their children [ CITATION DrS10 \l 1033 ]. 

SEO marketing- The Search Engine Optimisation (SEO) marketing is one of the most useful and modern technologically-advanced systems of marketing a brand. The SEO marketing tactic will enable the target customers access the name of Kool-Aid as a recommendation whenever they put in keywords such as health drink in Australia, powdered drink, drink mix, Kool-Aid on an internet search engine like Google. This will enable reach to a large number of prospective customers as internet penetration and consumer knowledge of technology has gone up manifold.

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Mobile marketing-Mobile marketing can be one of the most effective methods of marketing the Kool-Aid brand to the prospective customers in Australia. The company can use prospective customer data sheets which are available from many third parties and can randomly send text messages regarding the re-launch of the brand in Australia after decades. This might draw attention of many prospective customers towards the brand.

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Promotions- Promotional offers like discounts and additional services will attract the target customers in Australia. Kool-Aid can plan to offer gifts such as lucrative toys, chocolates, etc. to attract the young children and their parents who are the decisionmakers towards the brands. Free home delivery services for online ordering within a radius of 5 kilometres from the store location can be an impressive promotional tool [ CITATION Con192 \l 1033 ].

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Public Relations- For the upkeep of public relations and maintaining strong relationship with them, Kool-Aid will focus on its corporate social responsibility (CSR) practices such as ensuring dedication towards environmental safety. The brand will use recyclable and biodegradable materials in packaging its products and will ban single-use plastic usage completely. It will also contribute to the local community by undertaking health awareness campaigns for the under-privileged and at-risk sections of the society. These are some of the sustainable practices that might render the competitive leverage to the brand.

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7. Conclusion and Implications Kool-Aid needs to use global standard technology for its packaging in the moisture resistant and pilfer-proof packs such as glass bottles, jars, PP bottles as well as the stand-up pouch. Some of the most popular items of this brand need to be based on the local tastes and preferences. In conclusion, Kool-Aid is planning a re-launch into the Australian market after decades and thereby it has designed a robust marketing strategy that will increase the probability of success in attracting the target segment and retaining them into the business amidst the tough competition in the beverage segment. For achieving the degree of success with the proposed marketing plan the management has designed certain metrics and key performance indicators that will analyse each marketing tactic in terms of the expected objective accomplishments and the actual objective accomplishments. One of the most reliable tools for measuring marketing success is the Balanced Scorecard. It will help to analyse the performance of the marketing deliverables based in which the marketing functions might have to be modified to suit the demands of the market in Australia. From an overall analysis, the prospects for Kool-Aid re-entering the Australian market look highly encouraging as there is sufficient demand for health beverages owing to the increasing health and lifestyle awareness of the young generation in the country.

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Reference List Kotler, P., 2012. Kotler on marketing. Simon and Schuster. Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia. McDaniel, C. and Gates, R., 2013. Marketing research. Singapore....