Aquarius: A New Isotonic Sports Drink In Asia Essay

BackgroundAquarius is a new-sprung(prenominal) isosmotic sports drink in launched in Asia at the family 2012 by The Coca-Cola Company. Aquarius was introduced in Japan in year 1983 as a grapefruit flavored sports drink as a result to compete for market share with other isotonic sports drinks such as Pocari Sweat,H2O and 100plus.Aquarius was also the official sports drink for Olympics plot in Barcelona in 1992 and 2012.As its a new launch product in Asia, theres a need to create awareness to enable consumer to know and incur a better understanding about this product. Aquarius is not only an isotonic drink that is able to replenish health but also contains assorted minerals such as Potassium, vitamins B3, B12, B6 and Guarana.Target AudienceWith the knowledge of psychographic characteristics is used to advert and identify customers and prospective customers and to aid in developing strategies designed to pull in to specific segments of the market for Aquarius. Aquarius is cr eated to target sports and health materialistic consumers as there is a raise in health awareness as great deal are leading in a more health cautious behavior. Exercise had become a more regular routine and Aquarius is the right isotonic drink to replenish and crunch thirst after a good usage.Thoughts and FeelingsConsumers are able to bank Aquarius as it is a product from a reputational beverage company The Coca-Cola. The Coca-Cola had been a leading beverage patsy in the market with a good history background it created trust in its products. Aquarius is an official isotonic drink for Olympics 1992 and 2012. With such a commodious event and being the official drink had proven its value and pull in trust in the market. Well known athletic had consume Aquarius during the game had given it trust on the distinguish.Objectives and MeasuresThe objective of Aquarius is to become the leading isotonic drink in the market. Measures can be achieved by conducting personal interviews, taper group interviews or conduct public survey to measure how accepted is the brand to consumers.Behavioral OutcomeAquarius would become a brand recall, a brand that forget imprint in a person mind. As Aquarius is targeting sporty and health cautious consumers, therefore after a workout or they feel like getting a soft drink to ease the thirst, Aquarius impart be the number one brand they volition think of and reach out for.PositioningTelevision advertisement, sports events and sports and health magazines will be heavily advertising Aquarius to promote this product as it is new in Asia. Asia marketing would be on a heavier focus. Aquarius must be easily available, places such as school stadiums, drinks stores, vending machines and supermarkets will be carrying Aquarius. Pricing plays an important role it will be sold at an affordable rate. A slogan can be proposed such as Always Energized, this create a catchy term for people to return deeper impression of Aquarius isotonic d rink. A striking logo to imprint in person mind, whenever consumer sees similarity will easily associate to Aquarius.StrategyA marathon run that held island wide can be a crusade to promote Aquarius. Proposal like Aquarius run which is held and official drink will Aquarius. Aquarius logo can be printed on the goodies bag and other merchandised admitd. By holding this event, it can create awareness and publicity, participants also get the relegate to taste Aquarius and feel its benefits. Celebrity endorsement is also recommended, by getting a sporty and well known celebrity such as Jackie Chan. Jackie Chan is a well know international artiste and also an athletic, with his martial humanistic discipline history and stunt act. He would be a good survival of the fittest to endorse Aquarius. It will gain attraction and create notice of the brand in Asia or globally.Nitty Gritty DetailsThe deadline for client is 13 declination 2012 as client had a month to consider and get back. The figure for the production would be estimated at Eight hundred thousand dollars, this include marathon events and celebrity endorsement fee.BibliographyThe Coca Cola Company, 2012,Online,availablehttp//www.coca-cola.com.sg/beverage_benefits/aquarius.asp view on 13 November 2012 Rtbot,2012,Online,availablehttp//www.rtbot.net/Aquarius_(sports_drink) view on 13 November 2012 Conteneo,2012,Online,availablehttp//www.infodrinks.com/soft-drinks/sport-drinks/isotonic/aquarius/ view on 13 November 2012