Company SWOT

Running head: MARKETING PLAN AND SALE STRATEGY 1

MARKETING PLAN AND SALE STRATEGY 5

Marketing Plan and Sale Strategy:

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Company Target Market

Uptown Swirl would target the health conscious of the individuals with different ages. However the primary consumer for the company juice are those falling between ages 18- 40 who are in the location where the company would be set up. The marketing research that was conducted within the community showed that change of individual’s lifestyle has led to a higher demand of quality products as this involves drinks and the fresh juice. This makes targeted market easier as it’s a class of discerning individuals who aims at maintaining healthy life thorough their lives. The younger generation definitely would need to use products that would make them to feel motivated and also look good which becomes advantageous for the company as it provides a wider variety of products. This summarizes the demographics of Uptown Swirl to be young and health conscious individual who are aged 18-40, sportsmen and athletes and the individuals who mostly shop in healthy and natural food stores (Nickel et al., 2014).

Company market competition

Within the non-alcoholic beverage industry, juice is one of the most competitive product in the market. This trend is improving gradually as there is a higher demand of this products as time goes by due to an increase in the younger population and also increased awareness of the health concerns by different individuals. The concerns about health issues also increases the demand for fresh juice as this is considered a perfect product that has limited side effects. However the market competition would be from the other established firms in the market among them including Tropicana, Naked Juice and Pom wonderful as all this companies have established their market strategies in the market (Transparency Market Research , 2016).

Tropicana for instance it’s an American multinational corporation which majorly deals in producing fresh orange juice. Uptown Swirl would be needed to set strategies that would enable it to compete favorably in the market despite its market share, robust operational and a financial position in the non-alcoholic market sector. Naked juice on the other hand also being major competitor of Uptown Swirl has a huge market percentage in this industry as this company has been in existence ever since which enabled it to attract more loyal customers to itself. Pom wonderful also has an established market base dealing with pomegranate juices which is rich in the anti-detoxing properties. The company has diverse stores which helps it in distribution to other markets which makes it possible to cover a large market base (Nickel et al., 2014).

Despite the fact that all this companies have an established market share as they have in the market for quite some time, Uptown Swirl believes that they are going to compete competitively as they have all they need to set up the competition in the market which is currently owned by the big firms in the market. The juice industry at the moment also has many firms in the market which has led to different types of products being produced in the market with an aim of attracting more customers (Transparency Market Research , 2016).

Taking all this consideration in plan, there is need for Uptown Swirl to set a different strategy that would help it to provide a competing environment in the market such as producing an enticing product in the market which still is not recognized well in the market. This differentiation strategy would help the NAB Company to differentiate itself from the other industries aiming to target individuals who takes more consideration of their health concerns as they would benefit more from the Uptown Swirl juice (Nickel et al., 2014).

Clarification of the company’s Message

The message the company would wish to relay to its potential consumers is that Uptown Juice is a natural juice that’s free from any chemicals which is ready to drink and has been made to perfectly care for the specification of the customer preferences at a cheaper price. The marketing message is also aimed at achieving the desired quality and as the company would struggle to deliver its products which aims at achieving the desired customers preferences. This message would help achieve a desired goals which would help attracting more customers as this message aims at persuading the consumers that their product would achieve a desired taste that would be preferred to that of the competitors (Pom in the news, 2016).

Marketing Vehicles for Uptown Swirl

The company would do everything possible to make sure that they can attain a desired goal of getting more market in the community. For this case, the company would use aggressive marketing vehicles which would help in creating awareness of their brand. This strategy would help in raising awareness of the brand as this would help in passing information to the potential customers of Uptown Swirl new product in the market and also making the right direction available to the targeted consumers. The company would use retail like the supermarkets, in the sale of their product there is needs to improve advertising channels so as to send message to more consumers. For this case the company would be needed to adopt social media as its primary advertisement channel to send message to more customers (Transparency Market Research , 2016).

Thus social media can be used to pass information to all the consumers in marketing during the first 6 months. There is also an option of providing the juice at quite cheaper price so as to attract more customers and help in sampling the product. Product visibility would be enabled through a word of mouth. Marketing team would help in distributing the juice in more market where they would also use free sample into enticing more customers to consume the product (Nickel et al., 2014).

References

Nickel, K. S. & Snyder, L. (2014). A History of Tropicana. Tropicana Products Inc.

Pom in the news (2016). Pomegranate Products. Retrieved from www.pomwonderful.com

Transparency Market Research. (2016). Juice Market - Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2015 – 2021. Retrieved from http://www.transparencymarketresearch.com/juice-market.html