1. New Product launch by

2. Presented by
Rousheil

3. Company Description
 Brief Decription of Phoenix Beverage Ltd
 Partnership with the Coca_Cola Comapny

4. Our Mission, Vision and Objectives
Mission Statement:
•To refresh the Mauritian body, mind and spirit.
•To inspire moments of optimism through our brands and our actions.
•To create value and make a difference everywhere we engage.
Vision & Values
•Our vision :To be the leading total beverages supplier in Mauritius and in the region.
Objectives
•Strong consumer awareness towards a completely new Zero Below product from Phoenix Beverages
•To establish a wide brand recognition through the capture of market shares in the functional drinks segment
•To become the top market.

5. Introduction of “Zero Below”
Healthy Sparkling Drink_a diet drink for health conscious people, especially for
the modern working women who want no calories will have the real taste of
sparkling drink with zero sugar. It also targets young men who want to
decrease their consumption of sugar as well.
Slogan
“The Real Taste is Below Zero”
Ingredients are:
carbonated water
aspartame potassium benzoate
phosphoric acid, citric acid
caramel colour
natural citrus flavours.

6. Product feasibility and Strategy
Situational Analysis
Industry Analysis
Consumption
Trends
SWOT Analysis
Strength
oSoft Drink Leader
oMassive World Appeal
oBottling system
Weaknesses
oCompetition
Opportunities
oGreen and Sustainable business
oIncrease existing Brand popularity
Threats
oRivalry
oPrice

7. 1.Competition
2.TARGET MARKET
•Segment identification: RTD (Ready-to-drink) Sparkling Zero below, to be established within the Functional Drinks
sector
•Segment needs: The product will cater to both physiological need (hydrating and nutritional value) and social needs
(perception of a social, fun drink with a sense of belonging within peer consumer groups)
•Segment trends: The current trends include a shift away from junk foods and carbonated drinks, a growing interest
for healthier / beneficial products for the “mind and body”, the trend towards the availability of on-the-go products for
those with an active lifestyle, as well as the trend for personalization through customization.
•Segment growth potential: Statistical reports anticipate a segment growth of 1.72% over the next 8 years (2020) for
the 10-29 years old subsets

8. Conclusion
• Based on the aforementioned analysis, Zero Below appears to be a profitable and innovative
product with a strong outlook for market share presence and segment growth opportunity. Upon
implementation of the marketing plan, the Phoenix Beverages will regain increased market
shares and claim its targeted situational position of market leader in the functional drinks
segment as well as keeping its long-standing consumer recognition for innovative and successful
product launches in diversified markets. Projected profits will be Rs55,000,000.

9. Product Strategy
1.The Three Levels of a Product
Consumers often think a product is simply the physical item that he or she buys. In order to actively explore the
nature of a product further, let’s consider it as three different products - the Core product, the Actual product, and
finally the Augmented product. This concept is known as the Three Levels of a Product. See figure below

10. The actual product
Packaging and labelling
 Branding: it’s black ,white and red, aspect of play, Diamond shaped 330 ML can, Zero Below
logo written in modern font, catchphrases such as “The Real Taste is Below Zero”
 Trade name: Zero Below TM, a Phoenix Beverages product.
 Brand personality: energy, funny, funky, cool, original.
 Brand equity: Phoenix Beverages provides a quality, consistent and, innovative and accessible
soft drink.

11. 1.Product Life Cycle
Product Class
See Diagram:
2.Price strategy
The price strategy that will be undertaken should consider the following aspects:
•Consumer demand
•The product lifecycle
•Potential substitutes

12. Potential Substitute
Phoenix Beverages is constrained by the monopolistic market in which it competes. The main
characteristic however is product differentiation for example Pepsi. But there are other constraints like
the pricing strategy. Phoenix Beverages must not set a price that is too high because competitors will
be attracted by potential profits and thus setting a lower price.
After having taken all the important factors into consideration, two price-level fixing approaches seem
appropriates.
1.Profit-oriented approach: Target profit
•One of the central objectives of this project being to become the market leader in functional drinks,
Phoenix Beverages is willing to stay among the top competitors by achieving a certain target profit.
This could be obtained by establish a price that will largely cover variable cost and the fixed costs
while bringing tremendous profits
2.Competition-approach: Above market
•Competitors and potential substitute’s prices can also be part of the strategy. Having a higher price
could make customers aware of the additional benefits and the higher quality of “Zero Below”.

13. Channels of Distribution
Export Potential
•We are targeting Rodrigues as a potential market for our brand new product since other of our
product is well known in the country, there may be demand for “Zero Below”. We will launch the
product in one of the supermarket of the capital in the country and then distribute to all shops of the
country.

14. Marketing Communications Strategies
(1)PROMOTION STRATEGY
Objectives:
o To initiate strong awareness about the launch of Zero Below throughout
Generation Y (10-29 years old) consumers as well as their parents.
o To win market shares over our top functional drinks competitor, Quality beverage
ltd.
Message:
The promotional outputs will convey the clear message that “Zero below is a healthy
drink for sporty and young people who simply enjoy taking care of their body and life.”
Concepts:
“Think outside Zero Below”: Be Bold, Be Original, Be Different, Be Yourself.
 “A good spirit in a good body.”
“The real taste is below zero”

15. Media Selection
(1)PROMOTION STRATEGY
Objectives:
o To initiate strong awareness about the launch of Zero Below throughout
Generation Y (10-29 years old) consumers as well as their parents.
o To win market shares over our top functional drinks competitor, Quality beverage
ltd.
Message:
The promotional outputs will convey the clear message that “Zero below is a healthy
drink for sporty and young people who simply enjoy taking care of their body and life.”
Concepts:
“Think outside Zero Below”: Be Bold, Be Original, Be Different, Be Yourself.
 “A good spirit in a good body.”
“The real taste is below zero”

16. Media Selection
Television MBC channels and other TNT channels.
Radio MBC radios and other private radios like “radio plus”
Magazines Essential, Scope, Newsweek
Internet Creation of a page on Facebook and ads on Facebook
Outdoors Billboards and prints in selected areas including campuses, bus stop
and seaside
Public Stands or special displays and events in schools, malls, sports,
relations sponsorship activities
Publicity Conferences, press releases (print and online), buzz
marketing through TV coverage
Personal Direct contact with retailers, sales kit strategies to be explained later
selling in the text

17. Promotional Mix
Consumer oriented:
 Contests: “Win another Zero below flavour”, “Uncover a secret code underneath the bottle cap and
win sporting goods and electronics by logging on the website”,
 Samples: Distributed in supermarkets, school/universities. Samples are a way to avoid product
resistance since people are not used to find bubbles in their drinks.
 Point-of-purchase: in supermarkets (to reach the parents of generation Y).
 Others: In subsequent years, engage in product placement in local TV shows.
2.Trade oriented:
Allowances and discounts: case allowance
 Cooperative advertising: to encourage retailers to buy our product and to maintain our high level
of advertisement that consumers expect from Phoenix beverage ltd.

18. Customer Support Strategy
1.How to Develop a Customer Support Strategy
•Customer support is a range of customer services to assist customers in making cost effective and
correct use of a product. In the case of Phoenix Beverages, it will include assistance in training,
trouble shooting, maintenance, upgrading, and disposal of our product ‘Zero Below’.
•In order to create and maintain a good relationship with our customers, some strategies need to be
implemented, which will be needed by our customers in case they have any requirements.
2. Importance of Customer Support Strategy :
Customer Loyalty
Leverage Marketing opportunites
Goal Cohesion Pre_Emptive Troubleshooting
Less cost needed to attract new customers

19. Competitive Advantage
SUSTAINABLE COMPETITIVE ADVANTAGE
•A firm is said to have a "sustainable" competitive advantage when its competitors are
unable to duplicate the benefits of the firm's strategy and this advantage will last for long
periods. In order for PBL to attain a "sustainable" competitive advantage, our product will
need to have specificities that will enable us to be competitive. ‘Zero Below’ will be:
•Inimitable – our product will not be easily imitated or copied by competitors. This will be
so, because the proportions of materials and ingredients used will be kept secret.
•Additionally, one way to make sure that we have a sustainable competitive advantage
would be that we keep innovating our products. In this way, we will satisfy our customers
with new or improved existing products. Customers will keep interest in our products and
therefore PBL will keep competitive on the market.

20. Recommendation
The Secret of the real sensation of refreshness lies
in Zero Below.., Have it and enjoy..,

21. References
• WWW.COCACOLA.COM
• WWW.THECOCACOLACOMPANY.COM
• WWW.PHOENIX BEVERAGE.COM
• PRINCIPLES OF MARKETING BY PHILIP KOTLER
• STRATEGIC MARKETING BY DAVID W. CRAVENS
• LOCAL NEWSPAPERS: DAWN, THE NATION AND THE NEWS
• INTERNATIONAL HERALD TRIBUNE NEWSPAPER