How should a company selling soft drinks use endorsements in its marketing plan?

First off, a budget will have to be first assessed from the marketing and financial department. With this budget in mind you then must segment your market and understand the media and lifestyle behavior of the consumers of soft drinks. When you target your market you can then begin understanding what events, fund raisers, and medias you can begin to search for endorsement advertising. You should endorse wisely being it can be a very targeted audience depending on the beverage.

In the marketing plan make sure your endorsement is relevant to your product image or complimentary as this well help boost brand and purchase loyalty in your segmented market.

To track your endorsement efforts you will want to use a UPC coupon attached to your own products or partners products to help evaluate effectiveness. Measure your results with the gained revenues during your campaigns for validation.