Trial of New Drinks in the Market

Question: Discuss about the Report for Trial of New Drinks in the Market. Answer: Introduction This is the analysis of the mixture drinks conducted in Australia in the month of September, November and December. The mixture drinks which were introduced to the market are the: Almond passion, Lime soda, Mango delight, Raspberry soda, Tripple shot Espresso and the Cranberry Wizz. The drinks were being sold in 300 ml cans with the wholesale price ranging at $1.50. Almond Passion Almond passion was sold by four retailers in victoria Tasmania, and three retails in each of the other regions. Each retailer had three stores in each region in the place to conduct the trial. The trial started as a low note in all regions with the best region selling 33,412 cans. The total cans sold on the month of September were 439615. This was maybe the almond passion was new in the market and there were less customers who knew it. In the next month of October, there was increase in the sale of Almond passion. The number increased from 439,615 to 553068. This was a good increase in number of the cans sold. Some reasons which may have contributed to this number of can sold could be consumers had known the existence of the new product in the market and had liked it. Coming the month of November, the company loss some of its consumers. The number sold had reduced to 455825 this may had been due to adjustment by the competitors and also the company relaxing after increase in the pre vious month. In the final month of the trial, the sale of Almond juice raised again to 527326 this was the second best sales which was achieved in the entire trial. Total of 1975834 of the almond passion was sold during the trials. The region with the best sales was QLD NT with the total of 721839 cans. Other regions were NSW with 513772, WA SA with 460590 and VIC and TAS at 279633 Cranberry Wizz This drink was only sold by one retailer in 4 regions. The retailor who was involved in the sales was DAN MURPHY'S. In the four regions, November was when high sales were experienced at 206371 cans and December only 55 cans were sold in which 3 regions recorded a record of Zero cans. On the first month the sales were 168,453 then the next month the sales reduced to 150640 cans then it increased to 206371. In December the sales reduced to more than 905 with only 55 sold. This is a very big drop and Collins must check reasons to why Cranberry dropped to this number. WA SA were the best sellers of this product at 155788 cans. VIC TAS experienced low sales at 119612 while 123368 and 126751 were sold by NSW and QLD ELT respectively. Lime soda It was sold in 4 region with 3 retailors. The total number of cans sold was 428008. The region which had the highest sales was the WA SA at 130,406. It was followed closely with the NSW at 123,956 while the lowest sale was recorded by VIC and TAS at 60132 while the QLD NT received 113514 cans. According to how the sales were done, the sales of lime water reduced from September to December. It started at 300722 in September but in October, it had reduced by more than 50% and 76109 cans were sold. The cans sold in November further reduced to 37696 but in December there was more than 100% increase of cans sold in November. Mango Delight This type of drink was sold in 4 regions by one retailer. The region where a lot of Mango Delight was sold was the QLD NT. A total of 29053 cans were sold in this area. Another region where there was a good feedback was in WA SA where 28724 cans were sold. The juice was also accepted in NSW and a total of 242886 cans were sold finally the region with low sales was VIC TAS. Raspberry Soda Same to Mango delight, RASPBERRY SODA was also sold by one retailer in the 4 region. A total of 247802 cans were sold with the NSW region selling more than half. The sales started well in the first month but reduced in the last month. Triple Shot Expresso This another type of mixer drink which was sold in all the trial regions with the most retailors. A total of 1096848 of this product were sold during the 4 months. The sales had positive feedback increasing from September to December. In December, the sales started at 213894 and in December it was boosted to 402767. Total Number Of Sales Per Month The total number of cans sold during the trial was 5448531 September 1413853 October 1412274 November 1333572 December 1288857 According to the analysis, the sales of product reduced monthly from September to December. Retailers performance In the trial marketing of the mixtures, this how the retailors managed to operate CELLARBRATIONS 1150649 DANMURPHYS 2418035 DANCANS 177038 THIRSTY CAMEL 170289 The retailors can be represented in the diagram as below Duncans was the most active retailor selling more than 50% of the total cans. He worked in all the region and sometimes selling the product single handed. Conclusion. If the recommendations are put in place, there will be boost in the sale of new product and they will perform well in the market. Collins should contact more retailors in areas where there was only one retailor selling a given product. By doing this, the market will spread and the company will have new market. The company should also act on the complains of customer to ensure there is better service. During the entire process, there is reduction of the sales from September to December. This can be avoided by actively advertising the product and putting consumers complain into consideration so as to satisfy them fully There should be more sales by retailors in the regions where there were only one retailors and this will boost the number of the product being sold. Finally the actions of close competitors should be watched so that better options can be offered to the customers. This will maintain the existing customers and even attract more customers.