Know-How Exchange : Strategy

Thank you for your response and the questions you asked. We are a beverage company in Africa. The thing is our brand was well received in the market and had a significant share. However for about a year or so we had gone very quiet but we now need to get back in the market and reclaim our position as one of the top beverage companies in our country. The thing is our produce is for the local market. As you rightly put it, the retention of customers is mainly linked to the first sip and we have to have the right formula for our drinks. We believe we have done our homework on that and our produce tastes better than most drinks on the market.

The most burning question is how do we push sales? What marketing strategies can we come up with to move volumes? We have the product ready, bottling, labels, variants etc etc. What strategy do we use to make a mark in the industry. This is the part I am most concerned with.

As for the budget it is not that big as we were experiencing a slide in sales. We have set aside a significant amount which we think will help us achieve our goals.

The thing is that our economy was on a downward trend and so the customer had little or no disposable income. Our range of drinks was then seen as very expensive.

However things seem to be improving economically and we therefore anticipate that customers will have "some' disposable income, hence we need to take advantage of this factor and push our products in the market.

For sure we have set some funds aside for visibility as we need to be seen on the market.here we are talking of outdoor campaigns,roadshows etc etc.

You have helped me with some pointers which will add value to my proposal for our company.

Thank you