BUS 599: Strategic Management

Running head: MARKETING PLAN & SALES STRATEGY 0

Marketing Plan and Sales Strategy

Student’s Name

Institution Affiliation

Marketing and Sales Strategy

Company’s Target Market

MelieCate Beverage Corporation will primarily target the healthy conscious consumers with varying ages. However, the primary customers for the corporation’s acai berry juice are those between the ages of eighteen and forty years residing within the community in which the business will be established. Marketing research within the community specifically revealed that changing lifestyles have resulted in a rising demand for high-quality health drinks and fresh fruit juice. Thus, the target population is a class of discerning individuals inclined towards living a healthy life. The young generation specifically wants to feel good and to look good and therefore the wide-ranging health benefits of the product is intended to lure them to purchase the company’s acai berry juice.

The demographics of MelieCate Acai Berry Juice are, therefore:

The young and healthy conscious aged between 18 and 40
Sportsmen and athletes
Individuals who shop in healthy and natural food stores

Company’s Market Competition

Within the non- alcoholic beverage industry, the juice industry is rated as the most competitive. The segment has grown tremendously due to the rising demand for healthy beverages among consumers (Transparency Market Research, 2016). In addition, dietary and health concerns among the same consumers have caused fresh fruit juices to gain popularity more than ever before. MelieCate’s principal competitors will basically be other established fresh juice manufacturing corporations. The company has identified its main competitors as Tropicana and Naked Juice Company and Pom Wonderful.

Tropicana is an American multinational corporation that specifically manufactures fresh orange juice. MelieCate Beverage Corporation will definitely compete with Tropicana because it has been in the business for quite a long time and it has already established a robust operational, marketing and financial position in the non- alcoholic beverage sector (Nickel and Snyder, 2008). The other direct competitor of MelieCate as highlighted above is Naked Juice a company co-owned by Pepsi Co. The company holds a huge market percentage in the non-alcoholic beverage sector mostly because of being in business for a long time. Pom wonderful as the other competitor is a well-established company that specifically deals with fresh pomegranate juices specifically rich in anti-detoxing properties. The company has its headquarters in Los Angeles California. The company has select stores such as Wall-mart where it distributes its juices. This is an advantage for MelieCate as a start-up entity which seeks to have numerous distribution channels as a means of reaching a wide range of customers. Despite their years of practise and strong market share, MelieCate Beverage Corporation firmly believes that it has all it takes to compete for the portion of the market currently controlled by the stated competitors. The juice industry is now densely populated with different companies releasing different types of products in the market to attract a wide consumer base.

Bearing all these factors in mind, MelieCate plans to differentiate itself by introducing the acai berry juice which hasn’t gained much recognition by many juicing companies. The differentiation strategy, therefore, targets individuals specifically focused on their health and will be enticed by the numerous benefits of the acai berry juice.

Clarification of the company’s message

The message that the corporation intends to relay to its potential consumers is that the acai berry juice is a fully natural juice, ready to drink non-alcoholic beverage purposed to serve diverse needs of the healthy conscious individual at an affordable price.The marketing message will also communicate the company’s ability to deliver exceptional fruit juice that will appeal to the needs of the targeted clients. We anticipate that the message will influence the healthy conscious consumer to purchase the acai berry juice and persuade the consumer that the product by the company is different from those already in the market.

Marketing Vehicle’s for the Acai Berry Juice

The company will not take any chances when it comes to ensuring that it grasped the desired market presence within the community. As a result,MelieCate Beverage Corporation will use aggressive marketing vehicles to raise awareness of the brand. The strategy will basically focus on informing potential customers of the existence of the product and making the right information available to the target customers. A tactical combination of outdoor media, print, and electronic media will be at the core of the entity’s marketing channel. Since the juice will be mostly sold through retail stores like supermarkets, the company will rely on advertising as a major vehicle of sending the message out to the consumers. Social media will, therefore, be the company’s primary marketing vehicle during the first few months of operation. Thus, in informing our consumers about the product, all social media forums will be used aggressively. In marketing the brand during the first six months of business, we will also introduce the acai berry juice at 10 percent of the regular price to attract as many consumers as possible to sample the product. Lastly, the product’s visibility will be enhanced through word of mouth. The marketing team will promote the product in various health forums such as athletic events, sports events as well as other health conferences carried out in the community. The company intends to make use of free samples in such events in a move to increase brand awareness.

References

Nickel, K. S. & Snyder, L. (2003). A History of Tropicana. Tropicana Products Inc.

Pom in the news (2006). 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