Disney Spiked Seltzer

This semester in my Channels and Distribution course, I was tasked with creating a new product and distribution channel, for an already existing brand, and create a marketing plan as a result.

The product I chose is Spiked Seltzer, for the company Disney. Disney has no alcoholic beverages. This is an industry I believe if done correctly, Disney can flourish in.

The company Disney, although a strong one, has a generation that grew up on Disney Products, and are now growing older.

In order to keep the attention of growing consumers, Disney can use nostalgia as a component to continue sales and engagement from the same market as they age.

Today, Disney offers an array of products and services. When it comes to studio entertainment, Disney releases movies, TV shows, and music albums.

Disney also offers a number of Parks and services where people can enjoy amusement rides, meet Disney characters, eat food, and have fun with friends and family.

Disney has over 450 stores where they sell merchandise linked to movies and television shows.

Situation Analysis

The new product of hard seltzers will be considered part of the Alcohol Industry, which refers to corporations involved in the production of alcohol beverages.

The alcohol industry currently has a total of $232,409 million in the United States. It is expected to grow annually by 6.6% from 2020-2024.

There are several rends in the Alcohol Industry that directly affects it such as premiumization and health and wellness trends. There has also been a surge in the demand of ready-to-drink alcoholic products.

Competitive Advantage

There are several points of differentiation when it comes to Disney releasing a Spiked Seltzer.

Disney already has a high brand equity because the brand is well-known, has established channels, and loyal customers.

Disney can use the Halo Effect to draw in consumers. Disney consumers trust the brand and the company has left a positive impression, making it easy to purchase products under the Disney name.

Action Plan

The pricing strategy recommended would be competition based. There is a high demand for spiked seltzer that is continually growing, so basing Disney's Seltzer price on competitors will allow Disney to create brand awareness and equity.

For an individual can of Disney Spiked Seltzer: $2.99

For a 12 pack of Disney Spiked Seltzer: $16.99

For a 30 pack of Disney Spiked Seltzer: $30