MANAGING MARKETING
The company chosen is S. M. Jaleel Company Limited (is referred to as”S.M. Jaleel”) who is the leading manufacturer of non alcoholic beverages in the Caribbean. The seven brands that make up the SM Jaleel family are marketed in over 50 countries worldwide, and are household names in the Caribbean. Since their inception in 1924 in Trinidad, they continue to lead the market with well known brands in the soft drink and fruit juice markets and most recently the bottled and flavoured water markets as well.
With this success, S.M. Jaleel is a financially stable company and being the first in the Caribbean to launch plastic bottles made from polyethylene terephthalate P.E.T., ‘Chubby’ is the first brand to be franchised by a large multinational corporation among several achievements, has earned brand equity with its customers.
S.M. Jaleel is competing with soft drink giants, who are internationally known, such as Pepsi and Coca Cola. S.M. Jaleel has embedded the brand in their customers’ minds locally; one of the most well known and long lasting examples of these has been the 'Jaliter' phenomenon. When the two-litre bottles were introduced in 1985, it became known as a "Jaliter" after the company's name Jaleel. "Jaliter' has now become a generic name for describing every two litre package soft drink on the market.
The markets they target are huge worldwide and they satisfy their existing customers and attract new ones everyday. The segments consist of children to teenagers and the young adults to the young at heart.
Two marketing agencies have been employed to undertake all research needed for the new market and its segments. ‘Market Facts and Opinions (2000) Limited’ and ‘Caribbean Market Research Limited’ a ...