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Marketing Plan Proposal
For
The Energy Drink
Introduction
Soft drinks market is the fastest growing sector of the Australian food and drinks market, nearing about for 20 % of the total revenue. In the year 2003, the consumption of the ready to drink beverages was over 10000 million litres, with a market value of over AUD 2 billion, with maintaining an annual growth rate of 5 percent. The soft drink market is bifurcated between packaging format and the product type. Soft drink industry is a market led and an innovative industry which has a short term fashion trends.
The analysis of the industry led to the following findings in the research and development areas:-
? Improved preservation and storage
? Being innovative in packaging technology
? Efficiency in delivery process and production
? An effective understanding of the human needs
? Last but not the least, human needs
THE SHAPE AND SIZE OF THE SOFT DRINK INDUSTRY
Figure 1. Australian soft drink market by product type
1. The diagram above represents the annual growth of 9 % with a continuous growth ...