Developing a marketing plan for Lemonhead

Abstract

Presents a marketing plan based on primary research, which focuses on the proposed launch of a new product, Lemonhead, into the existing alcoholic lemon drink market. For this analysis,Two Dogs (the current number two in the sector) was selected as the main competitor product. Using the mix map model, identifies by empirical research shortfalls regarding the four Ps, which then became the focus for attack in the promotion of Lemonhead. Shows the short‐term strategy of replacing the current number two to be successful in achieving the long‐term goal of becoming the market leader.

Citation

Coomasaru, C., Day, J. and Lee, S. (1996), "Developing a marketing plan for Lemonhead", Management Decision, Vol. 34 No. 8, pp. 17-24. https://doi.org/10.1108/00251749610128077