Presentation: Loft Soft Drink

Presentation: Loft Soft Drink

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Presentation: Loft Soft Drink

Summary

Loft is a new soft drink in the market that the organization should invest in. The product is quite outstanding compared to other soft drinks available in the market. It is caffeine free and made with 100 percent natural fruit flavors such as strawberry, pineapple, and orange. It is among the leading fruit-flavored soft drinks in the African market. Loft will offer the company’s customers a wide range of soft drinks to choose from. The product does not target a specific audience. Besides, the product has the potential to expand its offerings through acquisitions and alliances while emphasizing on diversification. Loft is a good choice for a low fat diet since it contains no fat.  It has variations, including sugar-free Loft Zero, which is a better choice for people who intend to limit sugar intake. Therefore, Loft Soft Drink is a very useful product which should be released into the market.

The product should be priced fairly so that it is affordable to every consumer. Loft Soft Drink should constantly be designed to remain relevant and meet market demands. The product has the potential to expand its offerings through acquisitions and alliances while emphasizing on diversification. Careful planning, test-marketing and monitoring the results would maximize sales (Bovée & Thill, 2013). Since the sales volume of simple cold drinks has reduced owing to large number of consumers adopting the trend towards healthier alternatives in soft drinks segment, the organization is required to pursue the introduction of new flavors and launch of health-conscious formulations. 

In case the new product does not initially sell as much as expected, a market research will be done on competitors to identify the right prices. Also, distribution channels will be changed or improved to increase the sales of the new product. Besides, marketing strategies will be improved to realize growth in sales. Loft Soft Drink has a high potential for growth. As Arnett and Wittmann (2014) state, proper market research has to be conducted to ensure growth in sales in the years to come.

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