Assignment 2: Marketing plan

Section 1: Marketing Plan & Sales Strategy

Company’s introduction

            Always Fresh (AF) is a non-alcoholic company that will focus on the provision of fresh natural drinks made from local as well as foreign ingredients in the quest of achieving the highest consumer satisfaction. The company’s mission is to generate the most suitable brand of the highest quality, satisfying and fresh at all times. Due to lifestyle modification, there is a growing demand for quality and healthy drinks and this is one of the prime reason for the establishment of the company to fetch and grow the opportunity. While quality is of essence it is apparent that affordability will also be incorporated to attract a wider range of consumers.

1. Define Your Company’s Target Market
2. Consumer’s Types Analysis

            Non-alcoholic drinks are not only popular in the society today but they contribute highly to health wellness. In this context, it is apparent that the company has to seek the attention of these consumers. The target consumers of the fresh fruit juice are consumers of ages between 15 and 45 years. This group was selected based on its general capability to spend more on these beverages and in particular, this group is conscious regarding health. In particular, the company targets the middle and low-income individuals given that the company’s prices are affordable to accommodate their financial needs. The middle and lower classes are comprised of more individuals which make it a suitable choice (Abrams, 2003). The target is those that have acquired a high school up to university education and understands the associated benefits with the consumption of these drinks.

1. Demographic Information

            On the ground of the provided content, it is apparent that the general populace of the area holds rather an admirable capability to purchasing Always Fresh beverage ranges on a regular foundation. This can be concluded from the fact that the minimum household's income presented is steady and adequate for disposable spending with our products costing less than 3 dollars. In addition, health consciousness works beyond education status but the drink might attract younger individuals given that there are ranges of flavors to select from (Olson & López, 2009).

2. Company’s Market Competition
3. Factors listed

            Currently, the major competitors of Always Fresh beverages are those that offer fresh drinks such as smoothies and fruit juice. In addition, those that provide processed but healthy drinks are also part of the competition. However, for these businesses most of them mainly offer retail services and sit in are not well accommodated. The company will, therefore, take advantage by creating a desirable setting where the consumers can sit and enjoy the fresh drinks at convenience and comfort. In addition, contrary to other companies that fail to focus on consumer relation AF will create some kinds of direct interactions with the consumers where their needs and preferences can be assessed at ease.

1. Strategy To Successfully Compete Against Market Leaders

            AF is a company that is so different from all others not only on the ground of marketing but in regard to sales, products, and services provided. The company seeks to compete against the leading beverage companies such as Pepsi. What makes the corporation differentiated from all the others is on the ground that it is more focused on health and consumer’s needs. The drinks are not just fresh but they are also convenient given that consumers can enjoy them at any given period at lower prices. Young individuals today are more attracted to products that create a desirable image an aspect that the company will be exploring (Michaluk, 2007). Given that the products can be purchased using credit cards this will add to the convenience.

1. Plan Defense To Differentiate From The Competition

            The non-alcoholic beverage industry is one that is particularly grounded, with the leading coffee retailers on the lead such as Starbucks this makes it hard to attract consumers. In differentiating the company from the competitors the company will be offering affordable and uniquely flavored drinks. Focusing on the cost differentiation strategy is not enough but products differentiation on the basis of creative flavors will make the difference (Michaluk, 2007). This will create fresh platforms for the consumers.

3. Clarify Your Company’s Message Using the Information

            For the company’s target which is more focused on the young generation, the two aspects that describe this most is based on functions, expression, and satisfaction. AF is characterized by several functions which entail the desirable sensation that it creates on its consumers and positive relations. The products are available based on differentiated sizes, flavors and offered based on individual’s preferences. The products are health conscious and they assist in keeping track of weight and maintaining the most suitable bodies. The functions and feelings associated with these services and products are desirable given that they seek to create wellness in general (Lee & Carter, 2012). The products will seek to refresh and create a healthy feel a function that is to generate positivity in general. The message to be associated with the brand is ‘’ a refreshing start, full of health and satisfaction.’’ The message will not only assert on the health benefits but also inform in regard to the objective of the corporation which is to generate high satisfaction.

4. Identify the Marketing Vehicles You Plan To Use To Build Your Company’s Brand

            The best way through which individuals get to learn about services or differentiated products is via marketing (Gbadamosi, 2013). In this context, marketing is essential in creating brand awareness, a thing that is significant for a company that is just starting. Consumers need to know about the existence of the corporation and everything that it offers in general. Marketing has transformed in the recent years and being of essence the company will focus on the cheaper marketing strategies which will be on online platforms. Media advertising will also be utilized based on its capability to reach more individuals but the use will be limited based on the associated high costs. Social media being the primary marketing tool is deemed as effective given that the highest populace of the target consumers is enrolled there. This will create awareness as well as familiarity with the company’s services and items an approach that will attract and convince more individual’s while reducing cost of operation for the company. In addition, promotions will be utilized where discounted sales will be designed for certain days which will operate within the first few months until adequate awareness has been generated. These are the selected strategies because they are effective given that they are linked to low expenses and the highest capability to deliver messages immediately (Gbadamosi, 2013).

 

 

 

 

References

Abrams, R. M. (2003). The successful business plan: Secrets & strategies. Palo Alto, Calif:

Gbadamosi, A. (2013). Principles of Marketing. Palgrave Macmillan. Palgrave Macmillan

            Governance. Chichester, England: John Wiley & Sons.

Lee, K., & Carter, S. (2012). Global marketing management: Changes, new challenges, and strategies. Oxford: Oxford University Press.

Michaluk, G. (2007). The marketing director's role in business planning and corporate

Olson, J. S., & López, C. (2009). Build your beverage empire: Develop, market and sell your beverages. Place of publication not identified: Cube17, Inc.

            The Planning Shop.