1. In your expert opinion, define the relevant market that Coke is competing in with the Fairlife brand?
2. Milk has mostly been sold as a commodity with very little differentiation among brands. Now, new types of milk products have emerged. In your expert opinion, what “type” of milk products would you identify as key competitive product categories in the relevant market that Fairlife compete in?
3. In your opinion, what are the distinctive competencies, if any, that Coke might have with Fairlife over competitive products AND are any of these distinctive competencies likely to become or remain competitive advantages over time?
4. Which specific type of partnership or market relationship strategy was used when Coke teamed up with the Dairy Select Milk Producers to form Fairlife, LLC?
5. When Coke introduced Fairlife in 2015 in the U.S. market, which one of the nine corporate growth strategies were they most likely following?
6. In your opinion, which of Porter’s four Competitive Strategies do you recommend Coke pursue to guide development of their 2016 marketing plan for Fairlife in the United States market?
7. If you were asked how Coke could provide superior value to its Fairlife brand customers in 2016 what product and/or pricing recommendations would you make for doing so? (Be sure to address both sides of the value formula when making your recommendation)
8. Recommend a suggested way Coke might segment the entire relevant market as defined in Q1 from a buyer perspective? (In essence develop a creative set of defined segments that divide your entire relevant market. Test your proposed set of segments by paying attention to the evaluative criteria provided in the lecture notes)
9. Using your proposed segments of the relevant market in Q8 above, recommend to Coke the specific target markets they should pursue in 2016 in the U.S. for the Fairlife brand? (This is critical. Which target market or segments, if any, do you recommend they focus on primarily for Fairlife with their marketing efforts in 2016?)
10. Using your expertise as a marketing consultant, estimate the industry dollar sales forecast for the relevant market defined in Q1 in the United States for the year 2016? (Even with research you may have to make some assumptions and estimations in coming up with an industry forecast for 2016. Be sure to cite any sources and demonstrate how you arrived at a forecast)
11. Based on your target market recommendations in Q9, which of the “Five Patterns of Target Market Selection”, if any, comes closest to reflecting the pattern to be followed by Coke for their Fairlife product line in 2016?
12. In your opinion as a marketing expert, what are the key needs and wants of customers in your recommended target market or segments proposed in Q9 for Fairlife? (Remember if you target multiple segments they should have different needs or wants otherwise why segment?)
13. Recommend a positioning statement for the Fairlife brand to guide next year’s marketing efforts in 2016 in the U.S.? (Most effective positioning statements can usually be communicated in about 50 words or less. You can provide support with separate paragraphs)
14. Based upon where you position the milk industry on the Product Life Cycle, do you recommend that Coke focus mostly on primary or selective demand strategies for marketing Fairlife in 2016 in the U.S.?
15. Using the Booz, Allen & Hamilton classification of new product strategic alternatives, how would you classify Coke’s initial introduction of Fairlife 2015?
16. When Fairlife was introduced in 2015 in the U.S., was that product launch considered a new product category for Coke or an additional entry into an existing product category?
17. Do you recommend that Coke continue with the brand name Fairlife in 2016 or do you suggest a re-branding strategy and a re-introduction with a different brand name? If so, what?
18. When Coke initially launched Fairlife in 2015, which of the two market entry strategies, pioneer or follower, was Coke following?
19. Based upon the brand name you have recommended for Coke’s premium milk product in Q17, what type of “brand identity strategy” will be followed?
20. When Coke introduced Fairlife in 2015, which type of “brand leveraging strategy” was Coke following?
21. Recommend your proposed channel strategy for the United States by drawing a channel map of your proposed sales channels that Coke will use for Fairlife for 2016 in the United States?
22. Based upon your channel map in Q21 above, are you proposing that they use direct or indirect channels of distribution or both?
23. Based upon your channel map in Q21, are you suggesting the use of conventional channels, vertical marketing systems, horizontal marketing systems, or some combination of the three?
24. Which “new product pricing strategy” do you believe Coke used when they introduced Fairlife in the U.S. in 2015?
25. Which “basic pricing method” do you recommend Coke use for the 2016 marketing plan for the Fairlife product line?
26. What is your recommendation for the actual prices that should be charged in 2016 relative to the current prices charged in 2015? (Actual $$ price recommendations should be provided)
27. Which Price Adaptation Strategies, if any, do you recommend be used by Fairlife in the U.S. in 2016? If any, be specific with your recommendations in terms of dollars or percentages, and etc.
28. As a marketing consultant, develop your estimate of a dollar sales forecast for Fairlife for 2016 in the United States? (Seeking market information like industry trends, market share position, industry forecasts, and etc. might be helpful but don’t be afraid to make assumptions too if necessary. Again, cite any references and demonstrate how you arrived at a forecast)
29. Which of the “promotional mix” alternatives do you recommend Coke utilize in 2016 in the U.S. to promote the Fairlife product line? (Be sure you think through how each of the promotional mix options could or should be used)
30. For EACH of the “promotional mix” alternatives you recommend in Q29 be used in your overall promotional efforts, provide some your tactical suggestions and creative ideas for how each might be used in the promotion of the Fairlife product line in the U.S. in 2016? (This is a critical part of any marketing plan and your recommendations need to be detailed enough that if someone had to implement your plans, they would basically know what they had to do.)
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