For most non-alcoholic beverages, marketing (as opposed to the actual product itself) is key to success. Cola drinks, for example, are fairly undifferentiated, as are many energy drinks, juices, bottled water, and the like.

Section 1: Marketing Plan & Sales Strategy (MS Word or equivalent)

Write the three to five (3-5) page Marketing Plan & Sales Strategy section of your business plan, in which you:

1. Define your company’s target market.
   1. Support your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).
   2. Outline the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).Click here for help accessing a specific page number in your eBook.
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2. Assess your company’s market competition.
   1. Use the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your company’s market competition.
   2. Defend your strategy to successfully compete against market leaders in your segment.
   4. Defend your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).
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1. Clarify your company’s message using the information provided on the worksheet in the text (p. 160 | The Five F’s). Functions, finances,freedom, Feelings and future

1. • •  
2. Identify the marketing vehicles you plan to use to build your company’s brand. Justify the key reasons why they will be effective. Provide examples of other non-alcoholic beverage companies that use these tactics effectively.

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