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German Market Launch / Product Launch Plan - Neuro Drinks (Paperback)
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German Market Launch / Product Launch Plan - Neuro Drinks (Paperback)
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Scholarly Research Paper from the year 2013 in the subject Business
economics - Marketing, Corporate Communication, CRM, Market
Research, Social Media, grade: -, University of Applied Sciences
Essen, language: English, abstract: This assignment is about
assessing the market potential and building a launch plan for Neuro
Drinks, entering the German market. Neuro Drinks is the drink
company with increasing popularity. The US-company was established
in 2008 and has now a substantial customer base in the USA. Neuro
Drinks is just in the first steps to launch its products in the
European Union, particularly in Germany. Lifestyle beverage
products continue to dominate the drink markets worldwide. Though,
the offer in Neuro Drinks' products is becoming increasingly
sophisticated with each passing year and is continuously shifting
from basic wellness drinks towards lifestyle- and health oriented
drinks for nearly every occasion. Developed markets such as the EU
and especially Germany are expected to register maximum demands.
Neuro Drinks' products are produced in California/United States and
each one fulfils a specific demand. This is the main manufacturing
characteristic of Neuro Drinks products. Neuro Drinks wants their
products to be known as consummate lifestyle culture - this is what
the Neuro Drinks brand stands for. Therefore they have to create a
high quality image in Germany and the price has to be at the
above-average-level of the pricing scale. Neuro Drinks'
distribution plan in Germany is dual - direct and indirect. This
means to establish a retailer network and, on the other hand, an
expansion of the website. All in all Neuro Drinks has to offer
consistent and high end quality products, meet the market demands
and provide superior customer services. But success will always
depend on critical assumption and a theoretical assessment cannot
guarantee practical success. However, it exists a market potential
for Neuro Drinks' products as a healthy, lifestyle-ori
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