The JavaZip Company

Paper Summary:

This paper explains that JavaZip intends to build brand recognition and customer loyalty by focusing on attracting the first-time customer and building brand loyalty through heavy advertising and promotions during the first two years of operations. The author points out that JavaZip products will be offered through multiple distribution channels but primarily through on-site vendors at local businesses, on campus and in surrounding retail stores. The paper relates that JavaZip's marketing mix will include multiple components, concentrating on print advertising, local educational and athletic events, newspaper advertising and information and educational materials.

Table of Content:
Executive Summary
Mission Statement
Situational Analysis
Internal Analysis
Market Trends/Demographics
Market Growth
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Competition
Marketing Strategies
Target Market/Positioning/Product Strategies
Positioning
Pricing
Promotions
Implementation Strategies
Target Market - University Students
Target Market Business Professionals
Target Market - Travelers
Target Market - Athletes
Monitoring and Control Strategies
Milestone

From the Paper:

"JavaZip's primary purpose includes providing members of the community with the ability to enjoy a coffee flavored energy drink product with health benefits that promote optimal wellness. JavaZip is neither a coffee nor a soda, but a hybrid product that provides consumers with the best of both worlds. Unlike ordinary soda's, JavaZip contains no sugar and is infused with multiple vitamins and minerals to provide consumers with not only a coffee buzz but also the perk in their step they need to get through a tough day, a work out or a complex business meeting."

Sample of Sources Used:

• Copernicus. (2005). "Positioning." Copernicus Publishing and Market Analysis. 2, December 2005: http://www.copernicusmarketing.com/consult/docs/b.htm
• Halweil, B. (2002, May). "Why your daily fix can fix more than your head: Coffee, if grown right, can be one of the rare human industries that actually restore the earth's health." World Watch, 15(3): 36.
• "Java Net Marketing Plan." 2005. BPPlans, Palo Alto. 30, November 2005: http://www.bplans.com/spv/3413/3.cfm
• Minasian, S. (2003, Feb). "Not just a cup o' Joe". Food Product Design. 2, December, 2005: http://www.foodproductdesign.com/archive/2003/0203FFOC.html
• Rees, A.M. (2003). Consumer health information source book. Westport: Greenwood Press.

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