Relationship Marketing

The company in consideration is Jolly Company, which is presenting Bubbly Energy Drink. This is a start-up company that will have its base of operations in the State of Texas. This location has been chosen as this state is transcending to a healthier living when it comes to meals and drinks. This is owing to the increasing rate of obesity in the United States. The unique selling position or USP of Bubbly Energy Drink is that it is free of any caffeine and will come in three different fruity flavors being Apple, Orange and Pineapple. This drink will be released to ensure that it provides consumers with not only energy boost but at the same time quench their thirst and offer a healthy option. The company purposes to bring in a new product that is yet to be seen in the market that will rival other drinks and at the same time offer a healthier option to consumers.

In the present day, more and more consumers are shifting towards a healthier option of living. Moreover, consumers are considering both food and drinks that do not have any additives and are healthy for consumption. With the rise of obesity and the addiction to caffeine, more and more consumers are having a preference of consuming products that are healthy and good for their health and do not hinder them in any manner. One of the shortcomings of energy drinks that are presently being retailed in the market is that not all of them are suitable for women and small children. In particular, such energy drinks can harm children that are below the ages of 12 years and the babies still being carried by pregnant women (Cleveland Clinic, 2017).

Market segmentation is the practice of splitting the total market into categories or segments that are made of individuals or organizations with comparatively similar product necessities. Market segments have consumers that have one or more mutual characteristics that prompts them to have comparatively identical product needs. This enables an organization to identify and reach its target market (Pride, 2008). The competitive advantage and sense of appeal of Bubbly Energy over all other energy drinks in the market is that it will serve all consumers. The consumer profile that is currently being targeted by Jolly Company encompasses consumers that are between the ages of 16 and 40. These will be consumers not only in search of a quenching drink but also those that are in constant search of a healthier option for drinking. Owing to its cheap price, the consumers targeted by the company need not be rich as it will be affordable to all (Visram et al., 2016).

SWOT analysis is a business tool that facilitates the analysis of a business by determining its strengths, weaknesses, opportunities and threats. The following is an illustration of Bubbly Energy Drink's SWOT analysis.

1. The energy drink will not have any caffeine, additives, and will also provide the energy boost required.

2. Bubbly energy drink will be cost effective and will be affordable to all consumers.

3. The energy will serve all consumers, including children and pregnant women as its constituents are healthy and safe.

4. The energy drink will come in three different flavors offering different options to the consumers.

1. Being new in the market, Jolly Company has very minimal market share unlike the prevailing drinks in the market.

2. Jolly Company will be limiting its market and distribution in order to first assess the demand levels of its energy drinks.

1. The present trend and inclination of consumers is in the direction of healthy living and Bubbly satisfies this.

2. Jolly has the opportunities for growing by having strategic alliances and partnerships with stores that offer healthy products to consumers.

3. Jolly company faces the opportunity of expansion owing to the market growth.

1. Jolly Company and its energy drink, Bubbly, is set in an excessively competitive market. There are rival energy drinks such as Monster, Red Bull and other ones that have dominated the market for a long period. Their huge market share together with consumer base will be a threat to the new company.

2. Jolly Company is a start-up. Therefore, one of the threats it faces is the lack of propagated business operations, such as manifold production and distribution centers.

3. Jolly Company faces the threat of the different rules and regulations that will be set by the government and that may limit its business operations.

There are key insights gained from my inspection as well as analysis of demographic and psychographic information found. To begin with, the contemporary energy drink market targets consumers that are between the ages of 18 and 30 years old. They are largely targeted owing to the fact that they lead extremely busy lives. On one hand, those in college have late hours studying and dealing with the hectic life. On the other hand, the working class have to deal with long hours at work and necessitate bouts of energy boosts. Therefore, the psychographic interests for these consumer is to have an energy kick whilst working or schooling. I have also learned that they target these consumers because they have income and can easily afford these drinks being retailed in the markets. Therefore, their market appeal to these consumers is functional (Heckman et al., 2010).