Uptown Swirl Business Plan

Marketing Plan 1

Marketing Plan 2

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Your response includes a partial demographic description of the target market. You must discuss age range, income range, gender, occupation, marital status, family size, ethnic group, level of education, home ownership, etc. You are missing the specific data illustrating how many customers you will have in your zip code or nearby zip codes that meet the description you provided (age range, education level, income range, gender, ethnic group, etc.) Specific information can be found, as described in the template and assignment at the following link: https://factfinder.census.gov/faces/nav/jsf/pages/index.xhtml. You can enter the zip code then explore the tabs to the left to find the information you need. Here is a video on how to address this section:  Be sure to make the necessary changes for the final business plan.

Good work! You outlined the competition and you addressed some of the items outlined in the graphic on page 123 of your textbook. To make your response more robust, you must address each of those items (who, what, how, future, barriers). Understanding your competition will allow you to determine were do you fit in on the map. Here is a great article you can read on this topic. https://hbr.org/2007/11/mapping-your-competitive-position. You have also outlined a strategy to compete and differentiate yourself. Justifying our strategy allows us to consider all our strengths and weaknesses and identify the best way to use our strengths to pursue the opportunities. Good job overall! You should also provide some information about the market share of your competitors. See page 131 in your textbook. Market share represents the percentage of an industry total sales, that is earned by a particular company over a specified time period. Market share is calculated by taking the company's sales over the period and dividing it by the total sales of the industry over the same period. This information is key to understand how competitive a company is. The increases and decreases in market share are monitored carefully to determine how a company is doing. A company that is growing its market share will be growing its revenues faster than its competitors.

You have partially addressed question 3: company message. You discussed only some of the 5 F's - page 160 in your textbook. You need to also clarify the message/ slogan in a nutshell(missing). You will use this in your promotional efforts.

Marketing Plan

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 Companyto 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