Good Essay On Marketing Plan

Company Description

The company which has been supposed for this analysis is a Fresh Juice Manufacturing Company with the name of Refreshing World (Du Plessis, Strydom & Jooste, 2012). The company is a manufacturer of Fresh Juices that are available in different flavors like Banana, Mango and Oranges. The company is a newly established company located in the area of New York, the United States. However, it will tap the entire market of the United States completely. The company is in the favor of providing the most powerful and quality based products to its target market.

Mission Statement

Vision Statement
Competitive Advantages
Great Taste
Powerful Workforce
Fresh Ingredients
Branding Strategy
The strategy that used to enhance the value of the brands is known as Branding, and the management of such branding is known as Brand management functionality. Branding is the most powerful and effective strategies that associated with an organization to enhance the value of their business with a positive attitude.

Brand name: Refreshing World

Logo: Not yet designed yet
Slogan: Just try it once!
Brand Extension: Brand Extension is yet another important marketing strategy that used to stretch the effectiveness of a brand through the application of powerful and interactive strategies particularly (Kotler & Keller, 2009). In this scenario, the brand will be made by placing the bottles drinks with different flavors made by the company, and the name of the company appears specifically in the middle of the option.

Marketing Strategy/Plan

Marketing Plan and strategy is the most crucial strategy that associated with an organization to enhance their productivity and the level of efficacy. Marketing Plan usually include 4Ps, 5Cs and STP analytical framework to electrify its operations with perfection.

4Ps of Marketing

4Ps of Marketing is one of the most effective tools that stride under the field of Marketing Management. It has four different angles to analyze the marketing tactics and functionality of a company, which are products, pricing, place and promotion (Kotler & Keller, 2009).

Products Strategy

The product strategy which the company should use is ANALYZER, in which Refreshing World has the chance to analyze the structure of the market and the product portfolio of the companies which are already operating in the market. Refreshing world has quality based products in the market that makes with the help of fresh fruits and ingredients. However, the room of further enhancement is possible for the company.

Pricing Strategy

Pricing strategy is the most effective and productive strategy that comes under the ambit of an organization to maintain their significance. The pricing strategy which the company is intending to use in the initial years of their operations is PENETRATION. The main reason behind selecting this particular pricing strategy is very clear as Refreshing World is strategizing to enter in a market which already tapped by number of domestic and international companies, and with the help of Penetration Pricing Strategy, the company will enter in the market with the lowest price.

Place Strategy

The place strategy which the company is intending to use is OFFLINE, and through the utilization of One-Level Channel, in which the company sell their products to the retailers and the whole sellers. The retailers are the one who will be in the direct connection with the customers of the company to enhance their core productivity.

Promotional Strategy

Promotional Strategies can be very interactive and effective as far as the productivity level of an organization is concerned. Therefore, promotional strategy is also very worthwhile for the Refreshing World as well. The enterprise is expecting to apply the Pull marketing strategy in which the company will use both electronic and paper medium for their execution and effectiveness in the market with a special emphasize over the Social Media Networking, which now emerged as a perfect strategy to decrease the level of cost.

Segmentation, Targeting and Positioning (STP) Analysis

Refreshing World is a newly established fresh juice manufacturing and distributing company which is intending to have their recognition in the market of the United States. There is no segmentation association with the company; however the company is targeting the Generation-Y individuals. However, there is no restriction for the Baby Boomers as well, as they can also use the products of the company. In terms of positioning, the company will strive very hard to maintain its significant position in the market with the effectiveness and operations particularly.

5Cs of Marketing

Customer Value: Refreshing World is very eager in terms of maintaining the values of their customers with a positive attitude. The company is expecting to have quality products for their individuals in low pricing structure
Company: The Company is having a great time in terms of manufacturing the right product for their customers at the right time to enhance the productivity.
Competition: Competition is the beauty of industrialization, and it is found heavily in the scenario of Refreshing World. The company is trying to initiate its operations in a market which already tapped with lots of competition, and requires having powerful strategies to overcome on the scenarios completely.
Collaboration: The level of collaboration and strategic alliance with the refreshing world is powerful, as the company has to be in an alliance with some small players in the market to make it more effective and powerful to become a large and effective company
Context: The cultural context of the U.S. is perfect, and it will be equally beneficial for the refreshing world to get appreciation in the market.

Positioning Statement

In the field of marketing, the stance of positioning statement is very effective and powerful as far as maintaining the effectiveness of a company for a long span of time (Winer & Dhar, 2011). Positioning statement is the one that differentiates an organization with the other one. The positioning statement of Refreshing World is as follows

“Quality with Affordable Rates is the recognition of Refreshing World’s products”

Consumer Behavior
Customers are the end users of a product of a company, and organizations should be very eager in terms of maintaining a strong significance in their consumers accordingly. Refreshing World is doing an exceptional job as far as retaining their position in the market with customer based orientation skills like quality products and affordable pricing. The company is perfect in terms of managing their target market with perfection, and it will enhance their productivity with perfection in the market. The consumers are very effective in terms of managing the needs, and the company will give a chance to satisfy their needs in the future.

References

Du Plessis, P., Strydom, J., & Jooste, C. (2012). Marketing management. Cape Town: Juta.
Kotler, P., & Keller, K. (2009). Marketing management. Upper Saddle River, N.J.: Pearson Prentice Hall.
Winer, R., & Dhar, R. (2011). Marketing management. Boston: Prentice Hall.