Social, Legal, and Ethical Issues in Marketing

Jolly Company's strategic position falls across two segments, which include Customer Perception Factors and Market Segment. The company will focus on the societal impact of its healthy energy drink, as well as maintain competitive pricing with high quality. This strategy works for Jolly Company as it allows us to focus on a specific portion of the total market. Initially, our product will be sold in the State of Texas, although the plan is to expand eventually and grow our market on a global platform to the Mexican market. The company faces intense competition from already existing energy drink brands within the market and therefore the company will focus on keeping their price at or below that of its competitors while maintaining high quality.

The product in question is Bubbly Energy Drink that 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.

As with any product or service, it is imperative to develop a process that is able to monitor and control marketing performance. In this case, the success of these marketing initiatives will be determined through examining various metrics that are crucial to the product's success. One of the metrics that will be used in this process is sales and profit margins. In this regard, increased sales and profit margins will be indicators of success of the initiatives while decreased sales and profits will indicate failure of the marketing efforts. Secondly, a cost-benefit analysis will be conducted to determine the benefits of these marketing initiatives relative to costs. These processes and metrics are deemed fitting and suitable taking into consideration that the product being unveiled into the market is a comparatively new one.