Enjoy Cola by ABC Beverage Marketing Case Analysis Please double space. Use good grammar and organization. Write in professional business style (no 1st or

Enjoy Cola by ABC Beverage Marketing Case Analysis Please double space. Use good grammar and organization. Write in professional business style (no 1st or second person — I, me, our, you, your. Use 3rd person — the company, its products, etc.). Points will be deducted for each typo and/or composition error. No specified min/max length. Just answer the questions completely and thoroughly, but do not go on and on just for the sake of length. No Wonder It’s So Good!
Enjoy Cola is a new product produced by ABC Beverage and
marketed with the slogan “Relax with Enjoy”. Unlike other
colas on the market, Enjoy does not contain caffeine and
therefore is positioned as the perfect beverage to end the day
or for a slow-paced weekend, and as a means to help
consumers relax and unwind. The market response has been
tremendous, and sales of Enjoy have been growing rapidly,
especially among women.
ABC Beverage decided not to list on the ingredients label that
Enjoy contains a small amount of alcohol because it is not
required to do so by the government unless the alcohol content
is more than 1 percent. It is perfectly legal not to disclose the
alcohol content on the label.
Mia Rodriquez, the marketing director for Enjoy, only recently
learned that Enjoy contains small amounts of alcohol and is
troubled about ABC’s failure to disclose this information on the
ingredients list. She worries about the impact of this omission
on consumers who have alcohol sensitivities or those who
shouldn’t be consuming alcohol, such as pregnant women,
minors, recovering alcoholics and people with religious
restrictions against using alcohol. However, Mia is uncertain
about how to proceed.
Assignment:
1.
2.
List all the possible actions Mia Rodriquez should
consider taking. What are her alternatives?
List the pros and cons of each alternative.
3.
Select the alternative you would recommend to Mia as
being the best course of action for her personally and
professionally. Explain why.
4.
How do you anticipate ABC Beverage will react to Mia’s
action? Why?
5.
Is there a win-win scenario in this situation? Why or
why not? Explain your answer.
Source: Grewal and Levy, Marketing, 4th edition. p. 142.

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