Principles of Marketing

STUDENT EXAMINATION NUMBER

MODULE NO: __ NBS 8526______ _____

MODULE TITLE: _ Principles of Marketing __

MODULE TUTOR: _ _________ ___

ESSAY TITLE: An Analysis of the New Product Development Process

Word Count: _2182____

1. Introduction 1
2. Energy drink market in the United Kingdom (UK) 1
3. Overview of category management by Lipton 1
 Rational for replacing existing brands 2
4. Product innovation 2
5. SWOT analysis for Impulse Energy Drink in UK drinks market 2
 Strengths 3
 Weaknesses 3
 Opportunities 3
 Threats 4
6. New product development objectives 4
 Short term 4
 Long term 5
7. New product development marketing mix / Launch plan 5
 Product 5
 Price 5
 Distribution 5
 Promotion 6
8. Conclusion 8
9. Recommendations 8
 National Account Management 8
 Marketing mix recommendation for further development 9
Reference 11

1. Introduction
This report will focus on the analysis of a new product development process, with the example of Impulse energy drink which is owned by Lipton, Unilever. This report begins with a brief analysis of the United Kingdom energy drink market and an overview of category management by Lipton and the decision to enter energy drink market. Next, the report will contribute to the product innovation affecting the Impulse positioning, and details of new product’s strengths, weaknesses, opportunities and threats. Following, this report will discuss the short-term and long-term development objectives and communication marketing mix. Finally, the report will come to conclusion and offer recommendations for Lipton regarding the launch of new Impulse.

2. Energy drink market in the United Kingdom (UK)
The consumption of energy drink industry has increased significantly since the launch of Red Bull in 1997 (Malinauskas et.al., 2007). The total convenience store beverage market demonstrates the total