Green Ox

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- Consumers with higher incomes, 62% favorable earning more than $75K.

- 58% female favorable vs 55 males in favor. Women continue to be the primary household shoppers and comprise increasingly large population of athletes and the growth is expected to continue.

- 85% over 40 years of age favorable and 65% of consumers with children in favor.

Positioning:

Company should go ahead with the name Green Ox as Green stands for Healthy and Ox represents antioxidants present in the beverage. With benefits of antioxidants and reduced risk of certain type of cancers, Green Ox will be targeting the segments that are open to consider new products and Green Ox can compete with sports drinks, V7 (vegetable juices) and antioxidant pills by positioning it as a new line of sports beverage including its health benefits.

Pricing:

Croc-Ade has the greatest unit market share (at over 50%) and is a very low risk product for retailers due to strong sales. Due to unpredictable seasonal patterns for Sport-Ade, PowerBoost and other small-share players, retailers would be cautious in devoting their shelf space. A manufacturer price of $0.60 for Green Ox and its retail price of $0.79 for 20 ounce bottle will place the product in direct competition with Croc-Ade and at the same time will generate huge profits of $423,078,656.00 for the company, assuming that the average consumer purchases 2 four-packs once every four weeks (104 units of 20 ounce bottles). Please refer Table A, B and C (Calculations in attached spreadsheet).

Flavors:

Referring the calculations in Table D and E (Calculations in attached spreadsheet), I would recommend Green Ox to initially introduce 2 flavors – Yellowknife and Jasper Mountain. Both these flavors have maximum market coverage and would target Sports-Drink Consumers. Later on, seeing the performance of product, company should introduce Whistler as it is the third favorite flavor covering a large number of consumers. Later on, introduce Alberta Bound flavor as it is most famous among V7 Consumers (50% indicated it as favorite), thereby targeting vegetable juice consumers.