Marketing Plan

LaMeka Wright

Strayer University

BUS 599

May 19, 2016

Dr. Schulz

Many non-alcoholic beverages can be consumed for all ages. Therefore, it is crucial to ensure that the organization has the best strategies for ensuring that every customer is taken care of. That is, for the elderly, have a particular product that will appeal to their needs like the provision of fruit drinks. This will make sure that they stay healthy and also an excellent means of ensuring that an organization remains on the market (Kotler, 2000). For the middle-aged, beverages like juices also mostly made of fruits would mostly appeal to their needs. For the youths, more focus should be spent on the general outlook of the beverages since they like to try out everything. At this age, they have not yet found what would be best for them be it energy drinks, sodas or even the fruit drinks. By ensuring that the branding is appealing to them would ensure that more and more youths want to try out the beverages.

Likewise, education would be another factor to consider when selecting the organizations target. The reason behind is because there will always be those who insists on looking at the ingredients while others are just watching the name and the overall branding. The level of education is a significant influence, and therefore, an organization should ensure that their beverages can be consumed by the learned person and also the uneducated people. Appealing to the needs of these two groups will be crucial since the organization has to ensure that the product is of excellent quality and also attracts any person with the outlook. (Kotler, 2000) On the other hand, the pricing will affect the target market since the product should be at a reasonable price for the customers.

The prices, however, goes hand in hand with the levels of income. For a well-off community, it would be good to place the prices higher since most of those people affiliate price with quality. For a middle-level community, work on showing them that they are saving their money and therefore have a competitive price with the available substitutes (Onkvisit & Shaw, 2004). In most cases, when branding the product, that is the only time when the organization has to consider the gender since they have to ensure that it will be appealing to both the males and females within the market. When selecting the target market, on the other hand, it will be crucial for the organization to ensure that they have conducted an in-depth analysis of their competitors and their substitutes. This ensures that the organization can be able to come up with the best strategies in which they can deal or have a competitive advantage over their competitors.

The location has always been crucial to selecting an organization’s target market. This is because they have to be centrally located. Meaning that everyone can easily access their products be it the wholesalers and even the customers themselves. This ensures that they acquire timely feedback on their product, and they can take the necessary measures in ensuring that the product integrates with the expectations of their customers. For a beverage organization, the location will ease their fixed costs of transportation and also warehouse since whenever a new batch is manufactured, they can get to the wholesalers on time and have them easily access the products. On the other hand, the location will be accompanied by the infrastructure (Reeder, Brierty, & Reeder, 2011). Even if the organization was centrally located and the infrastructure is inaccessible, it would be of no advantage to anyone. It is, therefore, advisable to ensure that all the infrastructure around the organization is well maintained.

For the organization to be able to identify their competitors, they have to make sure that they have conducted a market analysis to be able to understand all the organizations present. After conducting the market analysis, one will be able to know which organizations are producing their substitutes and also be able to understand their market share. This will also ensure that the organization knows the weaknesses of their competitors are therefore eliminating any threats that they might pose. Since the organization is new, they should be able to ensure that they conduct many promotions to have their product known by the customers. (Singh & Pandey, 2005) And since the product will be of better quality, the customers will end up buying the beverages until the organization can have a stable market base which in return ensures that they have a competitive advantage.

Whenever the organization needs to get their message about their product out, they have to make sure that the message being given is the right message and also that it will be fruitful. To ensure this, they should use the five F’s of strategy (Rudman, 2012). They are focus, follow-through, feedback, flexibility and fun. Focus should always ensure that even when conveying their message, they maintain their organizational focus. On the other hand, the message if aimed at a particular group of customers. Follow-through, on the other hand, ensures that the organization always sticks to their word. That is, Cates TLB we pride ourselves with having a simply all natural, quality NAB that provides energy and stamina in a delicious variety of unforgettable flavors. We provide our customers with quality products as promised. Feedback ensures that the organization maintains the best feedback policies available such that their customers can easily get back to them. Flexibility ensures that the organization can be able to meet all the required deadlines while fun lastly involved the organization participating in other co-curricular activities.

Marketing vehicles are the means of getting the information to the target audiences or customers. For the youths, a beverage organization would preferably go with social media. This is because most of them are on the social sites, and when they see such a beverage product on the site, they will get the urge of trying it out. On the other hand, use of television commercials is another fruitful and resourceful marketing vehicle. This is because most organizations have television sets placed in the hallways or even waiting rooms. Paying for advertisements in these sites would be another capable marketing vehicle.

References

Kotler, P. (2000). Marketing management. Upper Saddle River, N.J.: Prentice Hall.

Onkvisit, S., & Shaw, J. J. (2004). International marketing : analysis and strategy. New York: Routledge.

Reeder, R. R., Brierty, E. G., & Reeder, B. H. (2011). Business-to-business marketing : analysis and practice. Boston: Prentice Hall.

Rudman, E. (2012, May 21). The Five F’s of Strategy. Retrieved from Entrepreneur Mag: http://www.entrepreneurmag.co.za/advice/business-leadership/strategy/the-five-fs-of-strategy/

Singh, A. K., & Pandey, S. (2005). Rural Marketing. New Delhi: New Age International.