ABC 123 Version X 1 Marketing Lemonade Worksheet

ABC/123 Version X 1 Marketing Lemonade Worksheet MKT/421

Scenario: Your team is looking for a way to make some revenue as either a for-profit or not-for-profit organization. This organization can market locally, nationally, or internationally, and can be a privately-owned company or a franchised organization. The product that you have decided to sell is lemonade. To make the endeavor work, you will have to define the product that you will be selling (that is some marketable form of this drink) and decide on a target market. Your marketing team's mission is to prove the company’s goals will be met by providing research, strategy development, and reasoning why this form of this product is viable.

In this first half of the project, you will report on the following:

• Target market
• Product's definition to the target market
• Viable pricing strategy
• Brand's position in the competitive environment

Company Name and Industry of Operation

Life Gives You Lemons Inc., Manufacturing and Distribution

Unique Form of Lemonade (90 words)

At Life Gives You Lemons Inc., we are committed to sourcing sustainable ingredients and practicing green methods during manufacturing and distribution. Our Artisan Lemonade is packaged in resealable glass bottles, allowing reuse or return for 20% of the purchase price. We offset our carbon footprint by planting trees, employing a closed-loop model. The lemonade comes in various flavors, from classic to Basil, using all-natural ingredients like honey and sugar. Our innovative approach emphasizes eco-friendly practices and diverse flavors to appeal to health-conscious consumers.

Organization Description (90 words)

Life Gives You Lemons Inc. focuses on manufacturing and distributing environmentally friendly lemonade. Our mission emphasizes providing refreshing beverages without harming the environment, utilizing ethical materials and green practices. We differentiate ourselves through sustainability and community engagement, emphasizing smaller profits with a focus on reducing waste and carbon emissions. Our core values include transparency, eco-consciousness, and social responsibility. We aim to serve health-conscious, eco-minded consumers seeking quality, innovative beverages that align with sustainable living and ethical consumption trends in the beverage industry.

Target Market and Segmentation Criteria (90 words)

Our target market comprises eco-conscious consumers aged 18-45, including health-minded individuals, environmentally aware families, and ethically driven millennials. Segmentation is based on demographic factors such as age, income, and lifestyle, as well as psychographics like values and attitudes toward sustainability. We target urban and suburban markets with a focus on those preferring organic, natural products in environmentally friendly packaging. Our marketing emphasizes health benefits, eco-friendly practices, and premium quality to attract customers who prioritize sustainability alongside taste and health.

Product Definition and Value Proposition (90 words)

Our lemonade is packaged in stylish, resealable glass bottles that visually communicate premium quality and sustainability. Labels highlight natural ingredients and eco-friendly practices, emphasizing the product’s health benefits and environmental impact reduction. This distinctive packaging adds value through reuse and recycling incentives, positioning the brand as ethical and innovative. The product’s unique flavors and eco-conscious branding differentiate it from competitors, appealing to consumers seeking both taste and environmental responsibility. Clear storytelling on labeling reinforces our mission, encouraging loyalty among environmentally aware customers and setting us apart in a crowded marketplace.

Competitive Industry Positioning (90 words)

Our company competes in the premium, environmentally friendly beverage market. Top competitors include existing organic juice brands like Odwalla and Honest Tea, which emphasize health and sustainability. Our positioning differentiates through innovative packaging, a broader flavor selection, and a focus on green manufacturing practices. Unlike typical competitors, we promote a circular economy model, enabling reuse and product return. This eco-centric strategy fosters brand loyalty among environmentally conscious consumers, positioning us as a trailblazer in sustainable beverage manufacturing and distribution within the industry.

Pricing Strategy (90 words)

We will adopt a value-based pricing strategy emphasizing the premium quality and eco-friendly attributes of our lemonade. The initial price will be slightly higher than conventional brands, justified by our sustainably sourced ingredients, innovative packaging, and environmental initiatives. We will offer discounts for return customers and bundle deals to encourage repeat purchases and brand loyalty. As demand grows, we may introduce tiered pricing for different flavors or special editions. Our goal is to balance profitability with accessibility, ensuring the product remains affordable for our target eco-conscious consumers while reflecting its premium value.

Product Life Cycle (90 words)

Our lemonade is in the growth stage of the product life cycle, characterized by increasing consumer awareness and expanding sales. We will continue marketing efforts to educate consumers on the product’s sustainability benefits and diverse flavors. As sales climb, we plan to expand distribution channels—online, retail outlets, and eco-friendly markets—and introduce new flavors. Strategies will include promotional campaigns, partnerships with eco-conscious brands, and participation in sustainable events. Monitoring consumer feedback, adjusting marketing approaches, and exploring international markets will sustain product growth as we prepare for eventual maturity.

Distribution Channel Strategy (90 words)

We will utilize a multi-channel distribution approach, partnering with local and national distributors specializing in eco-friendly products. Direct-to-consumer sales through our website, equipped with subscription options, will foster customer retention. Collaborations with organic grocery stores and specialty retailers will expand our reach. We will also explore online marketplaces like Amazon and eco-centric platforms. Distributors will be selected for their commitment to sustainable practices, and we will maintain close relationships to ensure consistent product quality, timely delivery, and adherence to our environmental standards, building a resilient distribution network aligned with our green mission.

References

• Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction. Pearson Education.
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• Hart, S. L. (1997). Beyond Greening: Strategies for a Sustainable World. Harvard Business Review, 75(1), 66–76.
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• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Edition). Pearson Education.
• Lauderdale, B. E., & Chamul, P. (2018). Packaging Innovation in Sustainable Food Products. Journal of Packaging Technology and Research, 12(4), 245-258.
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