Marketing Mix

Here is a short summary of marketing mix of our project:
Product: Club Mate, soft drink, that contains caffeine and Mate extract
Price: 60 rubles for a 0.33l bottle, 90 rubles for 0.5l bottle, and 100 rubles is the minimum suggested
retail price in bars.
Place: low class and high supermarkets, HoReCa sector, vending machines.
Promotion: different promotion instruments to create maximum brand awareness of a new
product on the market.

Product Attractiveness

1. Healthy image
As it was said above, the product has a very healthy image due to its low content of calories
and natural origin of the stimulation component – mate tea. We offer a product that is based
only on natural ingredients.
2. Trendiness among European youth
Nowadays the IT community is not as closed as it used to be even a couple of years ago – it
tends to spread its values and trends to other related groups of young people, e.g. creative
youngsters, freelancers, marketers, designers, etc.
3. Non-alcoholic nature
Club mate is a drink that can not only gather people with similar interests, but also to make
them communicate. Usually this function relies on alcohol, but our product fulfills the same
task without bringing any harm to the consumer.
4. Sleep-suppression
The pace of our live increases every day, thus there is an obviously strong need in treatments
that can recharge oneself in a short period of time. Our product has a sleep-preventing effect
due to caffeine in it content. It helps even better than coffee, as some of our customers noticed.
And what is more, Club Mate doesn’t leave usual “coffee stains” on teeth, while containing the
same amount of energizing ingredient.

Market
1. Increasing health concerns
Health and wellness remains a vital issue of concern for a lot of people as the number of chronic
diseases continues to rise throughout the world. As health concerns rise, consumers desire functional
foods that impart health benefits specific to their needs. Numerous aspects must be considered
when developing a functional food product, which can solve not only nutritive problem
but also cover a little more.4 Club Mate is a suitable product for such market desire as long as
considered to be a refreshing drink, an energizing products and a low-calorie beverage.
2. Knowledgeable & europeanized young population
It is widely well known that Saint-Petersburg is the most European city in Russia – it is an early
adopter of all fashionable and trendy tendencies from western countries, especially Europeans.
The number of universities in the city is also very high, which means that the young generations
of Saint-Petersburg inhabitants are well educated, some of them know foreign languages
and quite a lot of them, in comparison with some other regions, travel abroad. Thus the youth
of Saint-Petersburg is quite aware of what is in trend in Europe.

Product: Club Mate

Country: Russia

City: Saint-Petersburg

Group members:
Gabibova Madina
Kolokolova Svetlana
Mamedova Zhalya
Zaytseva Ekaterina


Idea description:

Club-Mate is a caffeinated carbonated mate-extract beverage made by the Loscher Brewery
(Brauerei Loscher) near Münchsteinach, Germany, which originated in 1924. Club-Mate has a
relatively high caffeine content (20 mg per 100 ml), low sugar content (50 g/kg), and low calories
(20 per 100 ml of beverage), compared to other beverages such as cola and other energy
drinks.
Ingredients
• Water
• Inverted sugar syrup
• Sugar
• Mate tea extract
• Citric acid
• Caffeine
• Natural flavors
• Caramel color
• Carbonic acid
Description
Club-Mate is available in 0.33 and 0.5 liter bottles.
The name comes from its main component: Yerba mate, a plant growing in subtropical South
America, whose leaves are used to brew a stimulating beverage simply called mate. The extract
contains high levels of caffeine and has been drunk by the population of countries like Argentina,
Bolivia, Brazil & Uruguay for centuries. In the 20th century it made its way to Europe and
eventually also to Germany.
In 1924 a small beverage company in the city of Dietenhofen (Northern Bavaria) started to produce
a drink called ‘Sekt-Bronte’, which is basically still the same drink we know nowadays as
Club Mate. The production was only for the local market though and barely made it further
than a 10km radius around Dietenhofen.
Since there never was an advertisement campaign to promote Club Mate it would have most
likely never become big here if it wasn’t for Germany’s computer geeks. In the 2000s it became
more and more popular among the German hacker scene.

Agenda of work:

1. Product
2. Product attractiveness
3. The 4P
4. Further expansion
5. Entry mode