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Green Ox

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Submitted By monkeyfun293
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Green Ox – Executive summary

Palmer Jackson has a few issues to address regarding Green Ox. The first issue is which segment to target. Other issues include how the product would be positioned in the minds of its potential consumers, how the product would be priced to the retailer as well as many flavors should be introduced. All these issues need to be dealt with before they can market the product successfully.
Since this is a product that crosses over two markets, there are several factors that need to be considered. One factor to consider is that due to the added cost of antioxidants, Green Ox will be overall more expensive to produce than competitor sports drink ($.20 compared to $.15). In addition, getting onto the grocery shelves may be a factor to consider because these types of stores are often hesitant to welcome smaller players due to a big demand fluctuation that seems to be present. On the other hand, grocery retailers view the sports-drink category as more important than club stores due to the fact that club stores trend to ignore products until it has a successful track record. Another factor to consider is that most sales would be four-packs instead of single bottles. When it comes to the flavors, studies showed the only 30% of potential customers were more loyal to flavor than brand. In addition, each additional flavor would require $10 million to introduce. Other factors to consider include which market shops at what type of store and how that might affect sales.
Since there are many issues, there are also several options for Palmer Jackson to choose from. There are so many options when it comes to the target segment including psychographic segments, and demographic segments. When it comes to psychographic segments, there is the ideals-oriented, the achievement-oriented, and the self-expression-oriented. He also needs to consider demographics

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