Assignment task: You should assume that Tenzing is launching into the U.S. market within the next six months.
Product Background
Tenzing is a British line of energy drinks. Tenzing's recipe is based on the brew that Tenzing Norgay drank on the very first summit of Mt. Everest, which occurred in 1953. It is 100 percent plant based with no artificial ingredients. Aside from its original recipe,
Tenzing has just launched two new blends: Blackberry & Acai and Raspberry & Yuzu. Blackberry & Acai combines the anti-oxidizing properties of berries with vegan branched- chain amino acids (BCAAs). While most BCAA products are made from keratin found in animal-derived sources, Tenzing has BCAAs extracted by fermenting corn using probiotic bacteria. Like Tenzing's other flavors, original and Raspberry & Yuzu, the Blackberry & Acai flavor features caffeine, electrolytes, and vitamin C for energy.
Assignment:
You are to conduct a marketing mix analysis for Tenzing Natural Energy. If the product is not yet launched, you may conduct the marketing mix analysis for one of its nearest competitors, like Monster Energy. The analysis should include the following:
I. Product evaluation
a. Formulation
b. Taste
c. Size
d. Color
e. Packaging
f. Quantity Packaging
II. Price
a. Per can
b. Per case
c. Per ounce
III. Distribution
a. Types of stores
b. Relative availability
IV. Promotion
a. Advertising
b. Public relations
c. In-store marketing