Table of Contents

Executive Summary and Target Market ................................. 1

Marketing Objectives ............................................................. 1
About the Product ................................................................... 2
Product Contents .................................................................. 2
Flavor Pods .......................................................................... 2
How does it work ? .............................................................. 2
Pricing Strategies .................................................................... 3
Selling price of items and Discounts .................................... 3
Marketing Channels................................................................ 4
Distribution intensity ............................................................ 4
Marketing and Promotional Strategies.................................... 4
Other Promotional Activities .................................................. 5
Metrics for Success .............................................................. 5
What makes us different ? ...................................................... 6
Conclusion .............................................................................. 6
References ............................................................................ 6
AirUp – Taste the Scent

Executive Summary and Target Market

This marketing plan outlines a comprehensive approach to launching a

new line of water bottles with scent-based flavor pods. This product,
called “AirUp” is targeted at young adults aged 18-34, who are health-
conscious and looking for a refreshing and flavorful way to consume
water. This market segment is growing rapidly as more and more
people are becoming aware of the health risks associated with sugary
and carbonated drinks.

Marketing Objectives

Increase brand awareness among target audience

Generate trial of product
Drive sales
Gain a bigger market share

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AirUp – Taste the Scent

About the Product

AirUp is a water bottle that utilizes flavor pods to enhance the taste of your water
without actually adding any flavoring to the water itself. The pods are placed on
the water bottle and when you take a sip, the flavored air bubbles travel through
your mouth to your nose where your brain interprets it as flavor.

Product Contents

Tritan™/Metal water
bottle
Re-usable metal straw
Scent-based flavor pods

Flavor Pods
[Cite your source here.]
Lemonade
Strawberry
Cola
Iced Coffee
Cucumber
Coconut
Watermelon
Orange

How does it work ?

Fill your water bottle with water to the capacity line, then attach the mouthpiece
with the straw to the bottle.
Place the center of the circular pod over the mouthpiece and push it into place. If
you don't taste the flavor, pull the pod up and ensure it is “activated.”
When you sip from Air up, scent-flavored air bubbles travel through the straw into
your mouth which produces a bubbling sound and means it’s working. As the scent-
flavored air bubbles rise it is perceived as taste.
One flavor pod can last up to 5L of water.

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AirUp – Taste the Scent

Pricing Strategies

As there are no competitors for our product in the Sri Lankan market, we will add
a small markup to the cost of production and then through market penetration we
will set the price of a beverage is low in order to gain market share. The goal is to
attract customers who are price-sensitive and to build brand awareness. This can
be a good strategy for AirUp as we are trying to build and enter a new market. We
shall also use psychological pricing to influence customer perception and make our
product seem more attractive and cost-effective.

Selling price of items and Discounts

A single 1L AirUp bottle will be priced at LKR 2499.00. Upon the first purchase of
the customer, we will provide him with 3 flavor pods as an added benefit.
After the first purchase, each pod will cost around LKR 149.00 but we will also
make value packs to make the product affordable to the everyday consumer. Our
value packs will be sold at LKR 649.00 for a pack of 5 flavor pods and LKR 1249.00
for a pack of 10 flavor pods.
We also plan to create a bigger customer base by offering trade and quantity
discounts for wholesale and bulk orders.

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AirUp – Taste the Scent

Marketing Channels

We are planning to introduce the product first through direct distribution from our
own website and shop-front and gradually widen our network by using the support
of distributors, wholesalers and retailers.

Distribution intensity

The AirUp bottle will be presented to the public through selective distribution. We
shall use a small number of carefully selected outlets within a defined
geographical area to distribute our products.

Marketing and Promotional Strategies

The promotional strategies for AirUp will focus on building brand awareness,
generating user trials and driving sales.

Social Media
AirUp will create a strong social media presence to reach its target
audience. We will use engaging content and targeted advertising to
generate awareness.

Influencer Marketing
We will partner with relevant influencers to promote the product to their
followers. This will help reach a wider audience and create excitement for
our brand.

Events
We shall sponsor or participate in events that are popular with the target
audience such as music festivals and sports events.

Retail Displays
The AirUp bottle will create eye-catching displays to catch the attention of
shoppers. This will increase brand visibility.

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AirUp – Taste the Scent

Other Promotional Activities

Our catchphrase “Taste the Scent” will be used throughout our advertising and
promotional campaigns and we will offer discounts and coupons to encourage
testing of the product.

Metrics for Success

The following metrics will be used to measure the success of the marketing plan:

 Brand awareness
o Track website traffic
o Social media engagement
o Number of mentions of the brand in the media.

 Trial
o Track the number of people who buy and try the product.

 Sales
o Track the number of units sold.

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AirUp – Taste the Scent

What makes us different ?

Each component of the AirUp bottle is made from the highest-quality materials.
The bottles themselves use BPA-free Tritan™, commonly used in drinks bottles for
young children. The mouthpiece is made from food-safe silicone. Whatever your
age, we put safety first.
All AirUp aroma Pods contain natural aromas, extracted from our favorite fruits,
plants, and spices. But, we don’t just take one scent and leave it at that. This is
why each aroma Pod is carefully crafted with a blend of aromas, designed to
provide the ultimate taste experience.

Conclusion

The beverage industry is a competitive market, but this marketing plan is designed
to give this beverage a competitive advantage. By focusing on the target market,
the benefits of the product, and clear and concise messaging, this marketing plan
will help this our product achieve its sales goals.

References

https://uk.air-up.com/

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