The marketing plan is a vital step in the business as it outlines vital advertising as well as the marketing efforts that will be undertaken by the company for the upcoming year. The marketing plan is accompanied by the sales strategy as well as the marketing budget. It is important to note that for Twilight Organic Beverages Inc. the marketing plan and the sales strategy encompasses analyzing the target market, particularly the demographics, assessing the competition and clarifying the marketing vehicle among other issues. The objective of this part of the business plan is to unveil as much information as possible to the target market on the new product and subsequently release the new product to the targeted consumers.
The Target Market
The company description and SWOT analysis outlined that Twilight Organic Beverages Inc. intends to introduce an organic non-alcoholic beverage into the market as a result of the increased health concerns of other soft drinks that are already sold in the market. The company, therefore, intends to fill this market gap by providing consumers with an alternative drink. The company targets consumers from all demographics as the health impact of the inorganic beverages in universal to all the consumers. However, the company can concentrate its marketing strategies to the young people particularly those between the ages of 16 – 24 years. This demographic majorly composed of young consumers who are still in learning institutions and display one of the best types of consumer loyalty. It is vital to note that some businesses have targeted this group with massive success. For instance, flavored sparkling water brand La Croix has enjoyed much success majorly because the products relate with the needs and the trends of the young people and Twilight Organic Beverages Inc. can also target this demographic (Sweeney, 2018). Further, targeting this demographic also builds a solid base of loyal consumers that will ensure that the company remains profitable in this non-alcoholic beverages industry for the most prolonged period possible (Sweeney, 2018).
Market Competition
The SWOT analysis identified competition as one of the significant threats facing Twilight Organic Beverages Inc. in its attempts to establish a presence in the sugar-free beverages market. It is essential to assess the comp matrix of the existing firms which is vital in developing the best active strategies (Maricic & Djordjevic, 2015). Therefore in the beverages industry, sugar-free drinks have emerged as a leading alternative to the sugary beverages, and the shift has been primarily due to the health concerns posed by the sugary drinks with scientific evidence linking diseases such as diabetes and cancer to such types of drinks (Suhag, 2017). However, established beverages companies such as Coca-Cola, Nestle, Del Monte, and Pepsi among others have also diversified their products to include the non-sugary drinks among their range of products. Although these products pose severe competitive threats as a result of their brand position in the market Twilight Organic Beverages Inc. can establish a competitive niche by capitalizing on their strengths which includes the provision unique sugar-free products to the health-conscious consumers. It is further significant to note that there are little barriers to entry to the beverages market making it possible for any seller to curve a competitive niche in this market based on marketing strategies and brand positioning.
The Company’s Message
Twilight Organic Beverages Inc. has identified the organic non-alcoholic beverages market as the most viable to introduce its organic brands. This strategy majorly targets health-conscious customers who might be concerned with the impacts of the sugary drinks. Dellorto (2018) has further explained that some of the drinks that are always presented as healthy alternatives in the market have underlying health impacts and thus might not be very healthy. For instance, a diet soda that is widely marketed by coca cola has been linked to weight gains although many people have believed that they are healthy. Based on this information, therefore, the company message should revolve around presenting the organic non-sugary and non-alcoholic beverage as the best healthy alternative drink to diet soda and other sugary drinks. It is important to note that although this message may resonate first with the health-conscious clients, it will attract the attention of the other consumers in the target market.
The marketing Vehicle
The target market is a tech-savvy generation hence the online marketing will play a central role in marketing the product. Online tools such as social media and Google ads will be vital in relaying the information to the target market. However, other traditional marketing vehicles such as posters and billboards will also play a crucial part in the marketing of the product. It is, however, essential to consider a cost-effective marketing vehicle as the product is still new in the market. The company will rely on the Direct Store Delivery (DSD) as a means of introducing the product into the market. Thus the online marketing vehicle will be crucial as a means of providing the necessary background information to the target market before they can meet the products at the store. Adequate offline and online presence constitute one of the best strategies to introduce Twilight Organic Beverages Inc. products into the market.
References
Dellorto, D. (2018). Diet soda may do more harm than good. Retrieved from https://edition.cnn.com/2016/10/10/health/diet-soda-may-do-more-harm-than-good/index.html Maricic, B., & Djordjevic, A. (2015). Strategic market segmentation. Marketing, 46(4), 243-251. doi: 10.5937/markt1504243m
Maricic, B., & Djordjevic, A. (2015). Strategic market segmentation. Marketing, 46(4), 243-251. doi: 10.5937/markt1504243m
Suhag, N. (2017). Functional Non-Alcoholic Beverages: Shifts in the Purchasing Patterns of Non-Alcoholic Beverages. SSRN Electronic Journal. doi: 10.2139/ssrn.2992428
Sweeney, E. (2018). LaCroix's Massive Popularity Is Putting Major Pressure On Big Soda. Retrieved from https://www.huffpost.com/entry/lacroix-pressure-big-soda_n_5b464124e4b022fdcc555053
Yohannes, M., & Matsuda, T. (2015). Demand Analysis of Non-Alcoholic Beverages in Japan. Journal Of Agricultural Science, 7(5). doi: 10.5539/jas.v7n5p143
zhalink.ravenell
Assignment2MarketingPlan.docx
0
