Table of contents
1. Company’s target market…………………………………………………………. 3
a. Types of consumers…………………………………………………………… 3
b. Demographic information……………………………………………………... 4
2. Market competition………………………………………………………………… 4
a. Factors…………………………………………………………………………. 4
b. Strategy defense……………………………………………………………….. 4
c. Plan defense…………………………………………………………………… 5
3. Clarification of company’s message………………………………………………. 5
4. Marketing vehicles………………………………………………………………… 7
5. References………………………………………………………………………… 8
Company: Sidiana Wines Ltd
1. Company’s target market
a. Types of consumers
Sidiana Wines Ltd basically targets consumers of wines. Its products are suitable for all genders. There are various products in the markets that are focused only on one gender because they cannot be used by other genders. In such a case, the manufacturer must specify the gender for which the products are designed for. In the case of Sidiana, products are suitable for all genders therefore anybody can consume them as far as gender is concerned.
Despite this, the company focuses on consumers that are at least 18 years of age. The consumption of wines is controlled specifically with respect to gender. For one to consume such a product, they need to be at least 18 years of age. Wine is addictive and one should be mature enough to make the decision to purchase it. Taking this into consideration, the company decided to comply with the legal requirements and target consumers that have attained the age of 18.
Since one needs to spend in order to purchase the drinks, the company also targets citizens that have income but does not necessarily need to be high because the products are very affordable. Sidiana Wines Ltd manufactures products that cut across the economic class and this makes it possible for all to afford. Despite the amount that an individual earns, there is a wide range of products from Sidiana Wines Ltd that they can choose from. The company seeks to expand its share of the market by making sure that it has products for all economic classes in the society.
b. Demographic information
Demographic information is very important as far as marketing is concerned (Maclaran, Saren & Goulding, 2012). Businesses need to understand the society in which they will be offering their products and services. Understanding such information is very necessary because it makes it possible for a company to come up with the most relevant marketing strategies. Sidiana Wines Ltd intends to use clubs, restaurants and lounges to reach out to the final consumers of its products. Such outlets refine the demographic information in terms of age and income, therefore, by concentrating on such, the business will maximize its interaction with the market.
2. Market competition
a. Factors
The level at which Sidiana Wines Ltd competes on the market depends on various factors. The first factor is the quality of its products. This factor plays an in important role in determining the competitiveness of the business. The company also prices its products competitively so that it gets a share of the market. The wines market is also competitive because of the large number of companies that operate in it. The number of players is directly proportional to competition in the market.
b. Strategy defense
By offering high quality wine at affordable rates, Sidiana Wines Ltd will be competitive in the market. Consumers want affordable products that are also high quality. This strategy guarantees competitiveness.
c. Plan defense
The non-alcoholic drinks market is very crowded and competitive and this implies that for a business to thrive in such an environment it must be aggressive. Sidiana’s marketing plan intends to concentrate on outlets such as clubs and restaurants so that it gets a share of the crowded market. Such establishments are already set up and this will make it easier for the company’s products to find a ready market. Businesses need to use effective marketing plans that will enable them to achieve their targets in the most effective and efficient manner.
3. Clarification of company’s message (Five F’s)
Focus on goals and objectives
A company’s marketing plan should be able to focus on specific goals and objectives (Luther, 2011). It is important for the business to have guidelines that will ensure the goals and objectives have achieved. Sidiana Wines Ltd focuses on achieving a large market share through competition. The focus on this has enabled the company to concentrate on improving the quality of its products as well as offering them to the market at affordable rates.
Flavor (the secret ingredient)
Marketing needs to have a unique aspect that other businesses do not have. Relying on old and usual marketing strategies might not yield the best results. The flavor that Sidiana Wines Ltd adds to its marketing plan is the commitment and dedication of the workforce. There is experience that that seeks to convince potential consumers of the expectation should they make a decision of consuming the company’s products.
Foresight
While creating a marketing plan, it is necessary to keep in mind that there is a chance for failure and this implies that there needs to be another plan. The marketing team should be able to forecast the future of the market especially with respect to the expected risks and come up with alternative measures that will handle such a scenario. Sidiana Wines Ltd has a marketing team that is comprised of competent individuals who are able to see the future of the market. This team plays a strategic role in the business because it makes it possible to handle the uncertainty of the future.
Flexibility to change
A marketing plan might not always works as expected. The environment is dynamic and the strategies that are effective today might not be effective tomorrow. Keeping this in mind, it should be noted that there is need for flexibility in the marketing plan. Sidiana understands that the business environment changes in response to various factors. For this reason, the company creates strategies that are flexible in the sense that they can be adjusted in response to the change in the environment. The ability of a plan to be flexible affects the overall effectiveness of the business strategy.
Fun
The marketing plan should consist of strategies that the workforce will be comfortable working with (Luther, 2011). As much as the strategies need to be aggressive they should be a source of motivation to the workforce. The employees need to have fun as they implement the marketing plan.
4. Marketing vehicles
A marketing vehicle is a tool that a business uses to deliver a marketing message to an audience. Businesses usually target various audiences for the interest building their brands. Regarding this, it is important to come up with a marketing vehicle that will take the message to such audiences. Sidiana Wines Ltd makes use of the internet and specifically social media to pass the message to its target audience. The company creates a following on social media and uses this a marketing vehicle to reach out to the audience.
This marketing vehicle will be effective because it will be able to communicate the message to a very large audience. In the modern society most people use the internet and have created accounts with various social media networks. By using social media as a marketing vehicle, Sidiana is able to directly link with a significant number of potential consumers and pass the company’s message to them. Through this, the business will build a brand and this will play a significant role in its marketing plan and marketing efforts in general. Business should use marketing vehicles that are efficient and effective. They should be able to meet the various goals and objectives that have been set.
Coca-Cola is an example of a non-alcoholic beverage company that uses social media as a marketing vehicle it has been effective. The company uses various social media networks to build its brand. Using such a tool in an effective manner will ensure that the business achieves its goals and objectives (Zarrella & Zarrella, 2010).
References
Luther, W. (2011). The Marketing Plan: How to prepare and implement it. New York: American Management Association.
Maclaran, P., Saren, M. & Goulding, C. (2012). Critical Marketing. Boston: Elsevier.
Zarrella, D. & Zarrella, A. (2010). The Facebook Marketing Book. Sebastopol, CA: O’Reilly Media.
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