Exporting a Ready-to-Drink Cold Coffee Product

Paper Summary:

The paper is presented as market plan to export a ready-to-drink cold coffee product to Australia. The product is named Elixa and the aim is to manufacture it and sell it to America as well as export it to Australia. The paper covers issues such as Australia as the export country of choice; Elixa as an export product; profile of the industry; marketing issues; exchange rates and distribution issues.

From the Paper:

"The advertisements will focus on the social and lifestyle issues, such as showing a group of young people sitting drinking Elixa at the beach. This presents the summer image and the social image. It also implies a comparison between sitting with friends at a cafe having a coffee and sitting around informally with friends. The cafe scene is one that has meaning for people and suggests the social side of the coffee drink. Having this scene recreated but in a more relaxed setting puts the focus on Elixa as being a friendly addition to a lifestyle. Showing the beach represents the coastal living of Australia."

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