Three Year Marketing Plan Kraft Heinz – Country Time Natural lemonade

1. 
   To offer the product at affordable Price in order to compete with the Global leaders and increase the market cap by 10% each year with the target of 30% by the end of Year-3.
   
2. 
   To increase the net Sales by 10%, 20% and 30% in years 1,2 and 3 in United States, after the introduction of Country Time Natural lemonade.
   
3. 
   To increase the profit margin to 10% each year and thus standing at 30% Profit margin by the end of Year-3
   
4. 
   To increase the dividends to investors by 30% by the end of 3^rd year.
   

III. Core Competencies and Competitive Advantage:

The Kraft Heinz has been diversifying itself with multiple brands in its portfolio through continuous innovation and developing Sustainable and health products, which resulted in positioning itself as No. 5 in the world. Their belief in the core values had led to the high-quality products and services.

Country Time is one such high quality brand which is American Staple and budget friendly. It has been in market for 90 years and has been the best choice. It is so popular that it has been announced as Official Soft drink of Nebraska. Also, the new drink to be launched is known popularly as health drink and will be well received by the consumers. With Similar taste to cola, it has a potential to pull the existing consumers of competitors using the Kraft Heinz brand name and the low price. Moreover, Kraft Heinz with its distribution in over 150 countries has a key advantage of entering almost every corner of the world and thus introducing its new drink which could become instant hit among the millennials owing to its high brand value. The added Advantage would be the Sarsaparilla is known across the world to be of medicinal value and can be best received by many consumers.