REPOST Week 5-Strategic Management-Wizard Kim Only
AT2000
SweetBlendMarkettingPlan1.docxRUNNING HEAD: SWEET BLEND MARKETING PLAN
SWEET BLEND MARKETING PLAN 2
SWEET BLEND MARKETTING PLAN
Name of Student
Institutional Affiliation
The non alcoholic beverage business in the United states has overseen continuous growth over the past 10 years .This means that even new companies entering the business can edge out some revenues from the business despite the fact that there are already giants in the industry for example Cola Company.
This has been facilitated by a number of factors for example the increased awareness among consumers about the health benefits of those non alcoholic. According to population survey of California, the largest consumers of the non alcoholic beverage drinks are aged between 35-55 years from all ethnic groups found in there (Statisticalatlas, 2019). This can mainly be associated with the increase income levels in the age group and also changes in lifestyle to more healthy practices.
Competition Assessment
Voila Juice
This is a company that mainly deals in the distribution of non alcoholic beverages and juices. The company has been in operation for a very long time hence it has been able to build a huge customer base with time.
Strengths
Brand image: This has been facilitated by the vigorous marketing campaign that it has had over time thus creating the necessary awareness for the movement of its products.
Diversified product lineups: Viola is a proud owner of fresh juice products which has enabled it to attain economies of scale (Voila, 2019). This means that it has been able to make their products as cheap as possible. Thus increasing its affordability to the consumers.
Huge Financial Portfolio: This has enabled the company to acquire a number of companies through underpricing of their products thus forcing other companies to underprice their products. When they are on the verge of collapse the company the buys them and rebrands the products.
Extensive Distribution Network: The Company has established distribution channels having been founded in California.
Weaknesses
Currency fluctuations: This has mainly been brought about by the increased competition and Spread the customer base across the new competitors such as coca cola owned brands.
Low presence of health drinks brands: This has led to a decrease in the annual turnover since most brands owned by coca cola consist of sugary drinks which consumers don’t want.
Objectives
The objective of the company has always been to appreciate the customer value by edging out on the benefits their products bring to the clients over their customers. An example of this is the nutritional benefits of the products. They also emphasize on quality.
Threats
Strong Competition: The Company has often been facing strong competition from giant beverage manufacturers like Coca Cola which has the resources and the brand recognition over edge over them.
Lack of diversity: The customers have often been faced with lack of variety from the company which has been a major source of revenue for other companies like for example Coca Cola thus disadvantaging them in the competition.
Odwalla Inc.
This is a wholly owned subsidiary of the Coca Cola Company that was acquired in 1996 by following the fatal outbreak that occurred due to the unpasturiation of the drinks they produced. It was acquired for $181 million after it went public.
Strengths
Strong Brand name: Facilitated by the brand name it has built overtime as a subsidiary of the Coca Cola Company. The company has had a long history of provision of quality services.
Strong distribution networks: The strong distribution network built by the Coca Cola Company through the agreement by the California Beverage Company as the main distributor of its products has overseen the fast and efficient delivery of the products to consumers (Pratap, 2016).
Weaknesses
Past History: The batch of Apple juices that were produced by the company in 1996 infected many people with the E. Coil bacteria which killed a 16 months old girls and also made 66 more people fall sick as a result. This resulted in the development of a negative name associated with the product.
High Sugar contents in products: The Company’s products have been associates with higher sugar levels than most coca cola products.
Objective
Provision of a variety of products for clients: the products range from vegetable to fruit juices including some high caffeinated products.
Threats
The change in the consumer behaviour towards more health habits has made people reduce their consumption of the company’s products due to the high caffeine and sugar contents of the products.
High Competition
The high completion has presented some necessity in the changes in of the production line in many companies towards more consumer friendly behaviour thus reducing the revenue generated by the company.
Marketting Strategy
The main message that will be emphasized on that will enable distinguish our products from the competition will be quality on all the fruit products that we present. The company is going to mainly concentrate on pure fruit juices hence the slogan of the company will be “pure healthy juices for your health”. This will enable the customers to distinguish our products from the processed fruit products that normally contain unhealthy additives from other companies. An example of this is excess sugars.
This will be facilitated by vigorous online marketing campaign through the retailers and our own websites. There has been a steady increase in the use of internet and especially social media which stands at 223 million in 2019 (Baer, 2019). This provides the company with an opportunity to reach out to more people through the use of Google ad sense and social media platforms like Facebook. This is expected to drive a number of potential customers from the vast pool of users into trying out the juices. This however has to be approached carefully since the presentation can work against or in support of the company’s objectives.
Distribution
The main distribution will be done through distributors who have been in the industry for long and have a good customer relations and image. An example of this is the California Beverage Systems Company which has been distributing beverages and other food related products for large companies like Coca Cola (Calbev, 2019). This will make sure that the company reaches the customers in time. Such distributors will be attracted through official launching of the product which will create brand awareness among the target market. This will be in an effort to reduce the cost of distribution like fuel and labour costs by the use of already existing distribution channels.
The distribution is also expected to be facilitated by the availability of huge and renowned retail chains in the market. An example of this is the Rainbow Grocery and Amazon Go grocery store which already has a huge customer base. This will mainly be done through the physical sampling of the company’s products which will be done either for free or at the cost price of the products. The quality in the products offered as perceived by the customers will predetermine the feedback from clients.
References
Pratap A. (2016, August 23). COCA COLA SWOT ANALYSIS: Strengths and weaknesses. Retrieved from https://notesmatic.com/2016/08/coca-cola-swot-2016-strengths-and-weaknesses/
Calbev. (2019). Providing quality gases, beverages, juices, and more. Retrieved from https://www.calbev.com/
Baer .J (2019, June 6). Social Media Usage Statistics for 2019 Reveal Surprising Shifts. Retrieved from https://www.convinceandconvert.com/social-media-research/social-media-usage-statistics/
Statisticalatlas. (2019). The Demographic Statistical Atlas of the United States. Retrieved from https://statisticalatlas.com/state/California/Race-and-Ethnicity
Voila. (2019). OUR STORY — Voila Juice. Retrieved from https://www.voilajuice.com/our-roots
