SODASTREAM Hei Man Cheong Liu Yuqing
THE MARKET
Current market position
SodaStream is the world’s leading of carbonated soft drinks in millions of homes across the world.
Competitors
No direct competitors Indirect competitors: Coca Cola
Product life cycle
Maturity stage
Customer identification Household Children Teenager Restaurant and bar
THE MARKET
SWOT analysis
Strengths: ●Convenience ●Environmentally-Friendly ●Variety ●Space Saver ●Family Fun ●Value for Money
Opportunities: ●The company may consider developing smaller and portable soda drink makers which can be used outdoor with customers. ●A lot of opportunity to co-operate with different range of companies/partners.
Weaknesses: ●Most drinksmakers unable to bring with. ●Water must be chilled before using ●Soda in the bottles loses carbonation within a few days. ●Can only be used on plain water (add flavorings afterwards) ●Bottles are not dishwasher-safe.
Threats: ●Same types of products are being produced at a fast rate. ●Large brands are able to bulk by resources, resulting in lower price for customers.
THE NEW PRODUCT
Background and Goals
The new product is to bring the carbonated drinksmakers from the kitchenbased appliances to an easy travel and carry-based carbonated drinksmakers. The idea was inspired by SodaStream Cap ®. The cap is a single serve; recyclable capsules deliver a simple, fun and user-friendly experience.
 The
Product Definition The lid of the soda marker:
The lid is design to hold the soda maker and also to install the carbonators.
The soda maker:
It is design to connect the lid of the soda maker.
The carbonator:
It is the CO2 gas cylinder to turn normal tap water to sparkling water. Since, the product is design to be a travel size; therefore, the carbonator should be in a tiny version that can fit into the lid of the soda maker.
The bottle:
It is to secure the whole components together. Once ‘chill’ water is put into the bottle and all the other components are put together. It is ready to start to bubble the water. Moreover, there will be also supplied a normal size lid for the bottle to be carried all around since the soda maker itself has an amount of weight.
Pricing and cost The range of price of the original drinksmakers: £149.99 - £49.99 The new product price: £35 - £40
The new price will be a reasonable price for company to make a profit and for customer to enjoy purchasing the product
Packaging Packaging should be strong and durable enough to reduce the security risks of shipment Packages and labels should be clearly mentioned about the product, company and how to use, most importantly on how to recycle and dispose of the package on the packaging box. Packaging itself should also be design more convenience to use, distribution, handling, display, opening, re-closing etc.
Distribution The indirect channels Supermarkets Shopping malls The direct channels Online shopping
Communication strategy
TV advertising Website advertising E-newsletter Social media Taster session Poster advertising
The message : The new soda maker is smaller than original soda makers and it is completely portable. It can provide more convenience for consumers those who want to carry them out.
STRATEGY DIAMOND Staging Expansion: International expansion Initiatives: Leader market within the competitors
Arenas Product: a drinksmakers that can be carried out. Market: Traveller, customers who like outdoor activities. Location: Online shop and shopping malls. Values: Cost effective
Vehicles Organic growth
Economic logic Economies of scale Premium pricing : the new flavourings (to get repeated customer)
Differentiator Image: fun and playful experience Price: reasonable price Styling: Reusable pattern Quality: High and reliable quality
THE END