Jianchi行銷企劃

Abstract

Coca-Cola Company now offers the Chinese philosophy in a bottle. The multinational company wants to introduce to Taiwan Jianchi, a drink made with fruits and flowers, the slogan reads "drink based on ancient wisdom", which is proposed to combat the daily stress and above all to find the mental and physical balance. Nowadays people is getting more concerned about the environment and also about their health, that’s why with this product we are targeting consumers on a diet (more attentive to the line, to health and wellness), those who practice sports (Tai-Chi, Kung fu, etc.), and those who want a boost of energy, because they feel tired, stressed or just because they need to feel better. The marketing objective is to introduce this new drink to Taiwanese consumers using a very effective campaign, and our primary financial objectives are to achieve in our first fiscal period, which runs from February 1, 2010 to January 31, 2011, total sales revenue of at least $1,200,000 NTD, keep the first-year losses to less than $3 million Taiwanese Dollars and break even early in the second year.