Marketing plans enables the business management to develop a business product or service to meet the target market. The objective of this marketing plan is to help customers understand why Orch brand is different or better than the products offered by the competitor. Marketing plan helps as well to reach out the target market, enhance the base of a customer and boost the bottom line. Therefore, the company requires a market plan to seek Funds and set objectives that are apparent, quantifiable and sensible. A study carried out in 2016 by the Institute of Obesity Policy Research Excellence and Food Systems at the University of Melbourne’s Deakin shown that 7% of children were overweight and 25% were obese before they started the school (IBS, 2016). Fruit juices with little amount of sugar are more likely to be sold in the marketplace. Customers will favour ordinary and quality juice for their children to avoid obese. Lofty use of sugar syrupy beverages has been associated with harmful weight gain and nutrition interconnected chronic disease (Murphy, 2017).
The target market positioning proposed to be adopted by Orchy fruit juice is differentiation. What motivates this positioning strategy is the knowledge that the educated adult professions have when making an ethical and conversant choice instead of making purchases based on habit, cheap and being more exclusive. Advertising and positioning Orchy fruit juice keeps it above it is competitors more by considering environmental, ethical and community consciousness programs. Because of that company’s status, customers with parallel moral and values tend to associates with the company. The pattern of a consumer buying behavior is determined by how they consciously or unconsciously think and feels about the product. Therefore, the positive change of consumer’s perception towards Orchy fruit juice will increase it is sales.
There will be a 10% discount on the competitors’ price, promotion of Orchy products that will be done on billboards, TV adverts, and social media platforms. Orchy advertisement car will be used to distribute products in supermarkets and canteens. The buying will be done as the customer desires as there will be no a particular time to buy. Fruit juice industries are still encountering hard rivalry from other non-alcoholic drink sectors due to sporadic sentiments of consumers. However, Orchy fruit juice has brand recognition, name, and high-quality business community accountability and also it provides accepted fruit juices.
Table of Contents
Executive Summary. 2
Table of Contents. 4
1.0 Target Market " Positioning. 6
Section 1.1 Selection of Target Market 6
Section 1.2 Positioning Strategy. 7
Section 1.2.1 Positioning Strategy. 7
Section 1.2.2 Positioning Attributes. 7
Section 1.2.3 Perceptual Map/s. 8
2.1 Marketing Mix Strategies. 8
Section 2.1 Product 8
Section 2.1.1 Defining the product attributes. 9
Section 2.2 Price. 11
Section 2.3 Promotion. 11
Section 2.4 Place. 13
2.4.1 Example of distribution model 13
3.0 Evaluation and Control 14
Section 3.1EVALUATION OF ORCHY GOAL/OBJECTIVE. 14
4.0 Implementation " Schedule. 16
Section 4.1Gantt Chart 16
5.0 Conclusions and Recommendations. 16
Reference List 17
1.0 Target Market " Positioning
Section 1.1 Selection of Target Market
Orchy fruit juice is situated in Australia. It is famous for ice-cold and fresh squeezed orange juice. The target is mainly generation x, educated adult professionals aged 30-35 with families. Customers in the marketplace are motivated by the community determination to support the local market. They have a lifestyle that values the ethical and environmental awareness that enhances sustainable living till future. The people within the area are always concerned with local matters and not are troubled by the representation of the product as far as it supports the choice of their lifestyles. They enjoy taking local products since they believe that local products are hygienic for their families. People around are key learners and easy to adopt new technology to remain updated. The geographic aspect of customers around the business comprises urban dwellers and rich farming families. People purchases and consumes products they trust and believe in to support local markets and communities. There are high ethical and quality products that are frequently produced by the local farmer markets. Customers are not troubled by the cost of the products since conscious is their drive to purchase. The marketplace is small but with a large number of customers and rising market of ethical, environmental and sustainable food products. Fruit juices with a little amount of sugar are more likely to be sold in the marketplace. Customers will favor ordinary and quality juice for their children to avoid obese. Lofty use of sugar syrupy beverages has been associated with harmful weight gain and nutrition interconnected chronic disease (IBS, 2017).
Section 1.2.Positioning Strategy
1.2.1. Positioning Strategy
The target market positioning proposed to be adopted by Orchy fruit juice is differentiation. What motivates this positioning strategy is the knowledge these educated adult professions applies when making an ethical and conversant choice vs. purchases based on habit, cheap and being more exclusive. The choice of this positioning strategy is due to competing company such as Macquarie is more fashionable among the youth (Manta. Com, 2017). The main product for Appletise Company is apple juice while Bevco Company is well-liked compared to other (Home, 2017). Advertising and positioning Orchy fruit juice keeps it above it is competitors more by considering environmental, ethical and community consciousness programs. Because of that company’s status, customers with parallel moral and values tend to associates with the company. The pattern of a consumer buying behavior is determined by how they consciously or unconsciously think and feels about the product. Therefore, the positive change of consumer’s perception towards Orchy fruit juice will increase it is sales.
1.2.2. Positioning Attributes
Natural and premium fruit juice
The SWOT analysis identifies that a notable strength of Orchy fruit juice is the provision of traditional juices which are rarely offered by other companies. These types of juices are highly preferred as the customers want the products that are beneficial to their health. The majority of companies advertise flavored beverages and merely sells natural Fruit juices. This gives the company an upper hand in the competition.
Health conscious
Most consumers prefer the natural fruit juice than soft drinks. The government seeks to support companies that process food. Orchy fruit juice might gain from government support for rising food industries. This will make it easy for customers to access fruits from the Orchy juice fruit company.
2.0 Marketing Mix Strategies
Section 2.1 Product
Orchy fruit Juice Company offers natural fruit juice that has strong local brand recognition and healthy fruit juice for consumers to ensure good health (Juices, 2017). Orchy fruit juice is presently on the session of maturity bordering on the decline region of it is fruit juice product lifecycle. So to refresh their impressions to support new growth is vital. The projected re-positioning strategy is to supplement the packaging and labeling to enable Orchy fruit juice to be in touch with a new target at an advanced level of information concerning the sourcing and production of their fruit juice ingredients to endorse their obligation to CSR. The Orchy of fruit juices are approximately 300ml packed in a realistic glass bottle with linear labels.. The Orange Juice bottle design will vary in size from 500ml to 250ml as well as coconut fruit juice. The two benefits of the core products offered to the customers are: non-alcoholic hence healthy for those do not take alcohol and are health conscious. The products are also accepted and best necessary for the customers that prefer natural juices to the one with preservatives and artificial flavors.
The proposed augmentation features of the product packaging are outlines as follows: orange and coconut bottled fruit juice will be embroidered with a fair go sticker around. The fair will be correlated with all aspects of endorsement and position. It will signify Orchy fruit juice fineness in CSR through an iconic Australian language term. The fair goes also forms an unintentional connection with extensively implicit and appreciated fair-trade expressions of products and shows that Orchy fruit juice is dedicated to providing all farmers with a fair go. All the beverage fruit juice cartons and glass bottles will have QR barcode. This barcode will be checked by the mobile phone (Murphy, 2017). The barcodes will be instigated once the checking is done from the Orchy fruit juice websites. The additional stories, ingredient and the origin of the product will be incorporated. The clip will take less than two minutes and will be deliberated to take part in interviewing South American and African coconut and orange farmers to recount the Orchy fruit juice plan and venture back to agricultural communities and interviewing the Australian, Orange farmers.
2.1.2. Defining the product attributes
New Product Attributes
Resulting Consumer Benefit
‘Fair go’ sticker embroidered on both bottles and beverage cartons
Barcode to each bottled fruit juice that can be scrutinized by mobile phone
Shows the excellence of Orchy fruit juice in SCR
Customers will distinguish Orchy fruit juice as having an Australian and local presence due to this term of iconic Australian language.
It will enable the purchaser to experience the meaning of quality and self-confidence from Orchy fruit juice and be prompted on the worth of the product report
The buyers expand the facts of the product’s ingredient and the inauguration details through scanning the barcode. Customer is managed to connect with the product.
Section2.2.Price
Market penetration is the most important pricing strategy for Orchy fruit Juice Company. Orange and coconut fruit juice has a position in a conventional marketplace. Young people were no longer interested in traditional fruit juice, and therefore, the new target market is educated adult professions who were well-versed and could purchase by the conscious decision made on the product. Their main consideration is the health conscious but not about the price of the product. So, therefore, Orchy should concentrate on the non-price rivalry. In spite of the lethargic economy, consumers still incur expenses (IBS, 2016). Even though domestic income is weak, consumers choose to save less and spend more on shopping. Also, the spending anticipated for the next few years is powerful. Though the spending predicted is promising, domestic income is low at the same time. Consumers will think of spending less than they are spending now if the domestic income frails than now. This forecast can adjust decisions made after contemplating these concepts.
Section 2.3.Promotion
The promotion will strengthen the positioning strategy of Orchy fruit juice in harmony with augmented product and packaging, being health conscious and community-minded to the new customers. The promotion will describe the stories behind Orchy fruit juice production process to the new market target. The communication will about the Orchy giving farmers a fair to go and it has a profound dedication to CSR. This type of pull strategy will enhance sales. The promotion will comprise public relations, advertisement, and sales promotion. There will be free-to-air TV commercials from 8:30-9: 15 pm when the adults are at home relaxing after supper and watching gastronomy TV show. Most adults are fun of gastronomy TV show and easy to adopt new technology. There will be some TV commercials outlining Orchy devotion to CSR. The outline will be done through interrogation and descriptions of farming community that is part of health conscious and ethic Orchy story. Orchy car shelter commercial will be a simple advert associated with product packaging. TV commercials and ring a bell to customers about the new packaging. The slogan will be “where health-conscious issue is the story.” The new customer will view this in their way to the workplace through the car.
Public relations and sale promotions will be done to farmers’ market stores or stalls. Orchy products will be sold and promoted in the rural and urban farmers market. Orchy salespersons will communicate to customers about the Orchy products as they create a local presence. They will describe the processing using Australian farmers’ agricultural products and offer the tasting of orange and coconut fruit juice. They will also show the concept of barcode story. Weekends are the best time to do these promotions since that is when most target market avails for events. Sales promotion and public relations also will be done during food festivals and local week events where the salespersons will make a local presence and describe the product to customers. Since the new customers are at ease with the use of technology, the marketers will exhibit the concept of barcode check and story. Eat local week event will take place on 30th March 2018. Orchy will be providing chained juice and unpacked juice during sales promotion time. Chained juice stalls, documented the value sales increase of 15% in 2016. Consumers will consume more chained, and an unpacked juice since their taste is changing. However, consumption of juice per capita in Australia is likely to decline by 5% between 2017 and 2022, from 26.4 to 26.7 litres for every person (Passport, Juice in Australia, February 2017). Other natural plant waters and coconut juice has been steadily performing well in 2017 marking the sales increase of 49% (Passport, Juice in Australia, February 2017). Although the juice prices are higher, the customer desire is to drink healthy. Therefore, Coconut juices and other natural plant waters are prospected to bring good returns.
Section 2.4.Place
Orchy Company will use pull strategy as a distribution strategy. The pull strategy will be stimulated by the Orchy marketing team which will be move all the way through the regions of promotion sales events in Australia. These promotion sales events are such as farmer market and food festivals to the new target market of educated adult professionals. The pull strategy enables Orchy to interact with target market through the social events where the new target markets come regularly. Pull strategy will also allow Orchy marketers to rely more on the door to door technique for sales which provide an opportunity for giving a specific customer service (Murphy, 2017). Therefore, marketers will able to sell more repositioned product. The realization that will be made from sales campaigns will make consumers think autonomously and certainly on Orchy fruit juice. The concern of Orchy fruit juice to the community, will allow new target market realize the value of the Orchy product story. The consciousness will increase the both sales and demand of the product.
2.4.1. Example of distribution model
Place: Farmers market, food festivals
The consumer regular area of events
3.0 Evaluation and Control
Section3.1. EVALUATION OF ORCHY GOAL/OBJECTIVE
Objective
Metric
Timing
Responsibility
To increase the sales by 1.5% every 4months to give the total of 4.5% by 12months
Return on investment
4months 8months 12months
Marketing manager
To monitor eight months result
To monitor eight months result
Consumer perception on Orchy fruit juice (even-handedness of brand)
Hit it off through rates reviewed at 8 and 12 months
Survey online in three times. 1st survey on the march before the first promotion sales, 2nd survey circulate at 8months and a 3rd survey released on 12months
Marketing assistant manager
IT department manager
Marketing manager
Survey department
Marketing metric is the most candid in sales. The objective for growing sales is measured by the promotional evaluation method. This is more contained image and refreshing perception. Measurement is done by increasing sales of fruit juice at 1.5% every four months giving the total of 4.5% at 12 months. The sales figure will be obtained from Australian Orchy report after 4months. Online target market surveys can be used to measure the restricted perception and rejuvenated impression of Orchy fruit juice. Survey department can be involved to ease the procedure of marketing company. Thousands of new target markets will be accessed through online surveying particularly the educated young adults with families. The parameters of a survey such as customers, who regularly go to the festival events and farmers market, can be recognized if this particular level is required. This means that the accuracy of the data will be achieved across the population. The perception of Orchy fruit juice considering the quality of traditional juice vs. Quality of other juices will be determined after devising survey questions.
4.0. Implementation " Schedule
Section 4.1.Gantt Chart
According to the Gantt chart framework, Orchy will have 3phase in 12 months to execute and re-examine the repositioning of coconut juice. The most significant phase will be phase 1 from 1st February to 30th April 2018. In these three months, the designers and technicians will be making promotional materials and necessary resources for initiating the product. It is important to involve the media and design group to make fascinating product stories and facilitate the spreading of the message and vision in all touches of promotion. There must be a concurrent designing of product packaging and promotion planning and also activities such as ordering compartment, seeking TV time slots and looking for advertisement locations in phase 1. The point of arranging with April is to correspond with the preparation of farmers markets and food events.
The second phase will start from 1st May to 30th August 2018 after successful plans of promotions and finalization in phase 1. At this activation stage, the product will be made and dispersed. The barcode or website will be motivated, and the salespersons will regularly go to the market and food events as designed. At this phase, the survey will be produced. Sales appraised periodically to assemble necessary objective data for assessment. Once eight months for promotion ends, September 2018 will mark phase 3 a phase for review. The outcome of examination and returns will be assessed, and the proposal in-progress for promotions and product information will be checked in re to achievements and challenges experienced through the period of promotion.
2018 Orchy fruit juice repositioning strategy program
8 months launch of product repositioning and promotion period
5.0 Conclusions and Recommendations
Orchy fruit juice requires embracing the change and new target market to heighten the sales and encounter the changing consumer market. Marketing planning assists someone to expound his products and services in business that meets the requirements of his target market. The present value of fruit juice industry has improved since 2016, with trade value transactions increasing by 3% in 2017. The raising sales in 2017 is sign that consumers prefers more and more quality juices as they are healthier and comes in smaller pack sizes for portion and sugar control. Marketing planning aids a business person to increase products and services in the business that coincides with the needs of the target market. Excellent marketing enables the customers to appreciate the product or service more than the competitor’s product. A good marketing plan can also help the business achieve targeted audience, improve the customer base, and eventually, augment bottom line of the business. It's always necessary when looking for funds and facilitate an entrepreneur set understandable, practical and considerable objectives for the business.
Unpackaged juice and smoothes that are retailed on the counter has kept on being accepted in Australia. Chained juice bars witnessed increased value sales of 17% in 2017. More taking of sugar sweetened drinks has been associated to harmful weight increase and nutrition correlated with chronic disease. The fruit juice industry should decrease the quantity of sugar content in the juices otherwise it might be unsafe for consumers’ health. The high rate of competition forces the companies to invest in promotion strategies to enable the create brand awareness to their consumers. Most of these fruit juice processing companies have a common delivery points where the customers can get the products at their wish. The companies that generate mixture of fruit juices have more benefits than their competitors because they get consumers with different tastes and preferences.
References
IBS World. (2016).Fruit Juice Drink Manufacturing in Australia Market Research Ibisworld.com.au. Accessed 28 January 2018, from https://www.ibisworld.com.au/industry.../fruit-juice-drink-manufacturing.html
Murphy, D. (2017). Danmurphys.com.au. Retrieved 28 January 2018, from https://www.danmurphys.com.au/product/DM.../appletiser-sparkling-apple-juice
Home. (2017). Bevco.com.au. Retrieved 28 January 2018, from http://www.bevco.com.au
Juices. (2017). Orchy Fruit Juices in Thornlands QLD, an Australian Juice Processors business on Look. Dlook.com.au. Retrieved 28 January 2018, from http://www.dlook.com.au/juice-processors/qld...thornlands/orchy-fruit-juices-1035554
Passport " Juice. (2017).Fruit Juice Drink Manufacturing in Australia Market Research. Retrieved 28 January 2018, from https://www.ibisworld.com.au/industry.../fruit-juice-drink-manufacturing.html
Manta.com. (2017). Macquarie Valley Juice. Retrieved 28 January 2018, from https://www.manta.com/ic/mvmscm5/au/macquarie-valley-juice-sales-pty-limited
