In the theories of marketing there are various reasons why products
succeed and not all of them are known to the people, who market the
products, and certainly not of them are set up through plans of the
marketing team. This is a case of a relatively new health beverage company
that started in the beginning of the 60s in Chicago and the biggest
advantage of the product was that it was based on natural products and
nothing else. The product was developed by the pioneers personally and the
objective was to get sales in the restaurants and other retail outlets in
their local area. The approach in terms of advertising was light hearted
and the product was viewed as a fun-product in their advertising. The
product was not sold at a price platform, but based on quality. Over a
period of time, there was increased awareness of the product and demand,
and this led to gradual increase in sale and flavors, and this also
increased the brand names that were used. As the product line developed,
the marketing capacity was supplemented by adding suitable staff to the
The history of growth of the company was through a process of
intensive distribution out of the original area of Chicago and having a
large number of exclusive distributors for the products, and the major
concentration in terms of sales was on outlets like gas stations, lunch
counters etc where the product was sold only as single bottles and not in
bulk. In terms of advertising, the image being conveyed was that of
Beverage Buddy who showed the distribution of the product to thirsty people
and this image was very popular, and the image was used for the extension
of the product to different cities. The image of Beverage Buddy was
promoted as the main reason for the promotion of the product and along w...