Principles of Marketing: Sunrise Beverages, Coca-Cola and PepsiCo

Principles of Marketing
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Sunrise Beverages is a startup, and just like Coca-Cola and PepsiCo, the company aims to provide high-quality soft drinks and snack foods. Sunrise Beverages has recently launched a new product (fresh mango juice), and this marketing plan has been created for the same product.
Position of the Product
The mango is a member of the drupe family and is a delicious fruit that is eaten and loved by people of all ages (Nwankwo, 2010). As it is the summer season, more and more consumers would like to drink fresh mango juice. Keeping in mind the demand and requirements of its existing and new customers, Sunrise Beverages has presented fresh mango juices. The position of this newly launched product is strong, as it is made from natural fruit extracts and is free from preservatives or harmful chemicals. Consuming fruits of all kinds especially mangoes has long been associated with reduced risks of cancer, obesity, high blood pressure, diabetes, and other medical conditions. As more and more people in the United States are suffering from these illnesses, Sunrise Beverages’ mango juices will definitely be loved and bought in a large number.
Competitive Landscape
While mango drink brands PepsiCo (Slice), Coca-Cola (Aam Panna, Mazza) and Dabur (Real Mango Juice) are promoting their products with effective marketing and advertising strategies, players like Sunrise Beverages are also entering the mango beverage market (Phillips & Clews, 2013). It is hoped that Sunrise Beverages’ new range of juices will gain as much reputation and popularity as is given to PepsiCo and Coca-Cola’s fruit juices. The vision of Sunrise Beverages is to provide consumers with what is good for their health. At the same time, the fo...