Leaping lizard is a new company in the beverage industry that has introduced the new leaping lizard drink. The company has a strong mission, which is to offer clients with every day solution to their endeavors and at the same time provide them with energy. The energy drink motivates individuals who work early in the morning and late at night (Hardy, J. 2010). The company’s choice of introducing energy drinks posses for competition from other similar companies. These companies include red bull and monster and other similar energy drinks producing companies in the market (Paul, H. 1997).
What makes the item for consumption more recommendable to many is that it contains no additive and it is not addictive. That means it has zero percent of caffeine. Another advantage is that it is not continuous and only works at the time of use (Paul, H. 1997). Leaping lizard energy drink is a natural product and has no side effects despite its rapid action in boosting energy. Identification of the market where the company wants the product get an upper hand is an ingredient of market segmentation. Presently, many energy drinks are highly addictive and contain components that are addictive to the user. To those who fear chemicals and value natural products, leaping lizard is their ultimate choice (Hardy, J. 2010).
The product has some qualities that make it penetrate widely in the market. This makes it easier for the marketing manager to introduce it without necessarily concentrating on the price. The fact that it contains natural ingredients gives it a reason to set low prices. This is strength to the company and one can argue out that the natural products are locally and widely available at low costs. It however faces some weaknesses in the view of the fact that it is new in the market and there are already other dominating products in the industry (Hardy, J. 2010).If the company’s weaknesses combine with the strengths, more opportunities will emerge. Some of the opportunities could be global financial crisis. This is where the extension of working hours could come in handy. The decision aims zero-rating the recession rate.
The most important aspect of marketing is ensuring that there is the availability of the product to all the clients who want it. The main tool for promoting leaping lizard energy drink is creation of awareness of a new product or one that has been in existence but has in the lost marketability in the past. In business, promotion of products regardless of age in the market is very important. With this, there are various reasons that come with it including the creation of awareness in new products, increase in demand, positioning, competition outperformance and establishment of brand equity (Hardy, J. 2010).
Since the leaping lizard is a new company, what will matter most is the advertisement to create more awareness and recognition. The advertisement in subject includes media, word of mouth, marketing directly and free samples. Since it is product fit for human consumption, many will go for it if given the chance to taste in small quantities and not necessarily spending a coin. Internet pop up advertisement and creating a good company website could be a good way of reaching the entire world (Paul, H. 1997).
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