Marketing Strategy for Breeze Company's New Healthy Drink

This report focuses on developing an appropriate market strategy for Breeze Company's new healthy drink. It includes market research, segmentation, and marketing mix strategies for targeting potential customers. The report also discusses the product, price, promotion, and place strategies for the new drink. Breeze Company's target audience includes health-conscious individuals, fitness enthusiasts, and people who have long tiring days. The report suggests that the company should use social media platforms, email marketing, television, radio, and traditional advertising methods for promoting the new product.

Running Head: Introduction to marketing
breeze company
Introduction to Marketing

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Table of Contents
Introduction......................................................................................................................................2
Task 1...............................................................................................................................................2
Task 2...............................................................................................................................................3
Product.........................................................................................................................................4
Price.............................................................................................................................................4
Promotion.....................................................................................................................................4
Place.............................................................................................................................................5
Task 3...............................................................................................................................................5
Marketing mix..............................................................................................................................5
Product......................................................................................................................................5
Price..........................................................................................................................................6
Promotion.................................................................................................................................6
Place.........................................................................................................................................6
Conclusion.......................................................................................................................................6
References........................................................................................................................................6

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Introduction
Breeze Company is a soft drink manufacturer and serves both businesses as well as customers.
This means they sell their soft drinks to the other business enterprises as well as sell directly to
the customers. Organization’s product offering is huge and in relevance with this, their target
audience is also large. Company is now planning to expand its business along with increasing its
market share in the target market and customer base. Main objective is to strengthen the
organizational image in the target market along with gaining competitive advantage. In this
report appropriate market strategy will be developed for the company in order to identify
potential customers (Ashurst, 2016). The primary objective of adaptation of market strategy is to
enhance organizational goodwill in the target market along with gaining competitive advantage.
The report will focus over the strategies through which appropriate customers would be analysed
so that they could be targeted in relevance with organizational products. Further, the report will
focus over coherent marketing mix strategies for the new soft drink launched by organization. In
this context, promotional mix will also be discussed in this report for the purpose of spreading
awareness amongst the target audience. Last part of the report will focus over coherent
marketing mix techniques for targeting defined group of potential customers.
Task 1
Every product has its own target audience because specifications of every product differ from
each other. In relation with this, it is necessary for the organization to execute market research so
that appropriate and relevant customers could be targeted. In this scenario, Breeze Company has
decided to launch a new product. New product has been planned for the purpose of enhancing
organizational market share in the target market along with enhancing the customer base,
goodwill and brand loyalty of the organization in target market. Breeze Company has planned to
introduce a heathy cum energy drink made of fruits with a combination of energy booster
elements. This drink will help the people to feel fresh and energetic at the same time and it is
introduced considering the requirements of health conscious people, people who have long tiring
day at office and for every other person because it does not contains any artificial preservatives

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or any harmful ingredients which could create negative impact over human body (Briggs, et. al.,
2017).
In terms of targeting the customer or group of customers, their markets need to be analysed. This
contains analysing consumer’s purchasing decisions and the segmentation criteria through which
appropriate audience could be targeted. This will help the organization to get an idea in relevance
with analysing he appropriate and right target audience for the organization for their new
product. Before launching the healthy drink in target market, it is necessary to evaluate
purchasing decisions of the potential and target audience so that appropriate marketing strategies
could be adopted in relevance with promoting new products. Apart from this, appropriate
customers for the new soft drink introduced by Breeze Company will be selected on the basis of
market segmentation strategy. Market segmentation strategy describes the whole market’s
behaviour, structure and purchasing pattern of the buyers. With the help of these attributes,
organization could easily develop and adopt appropriate strategies so that target audience could
easily approached (Mobin, Dehghanimohammadabadi & Salmon, 2014). Primary reason for
selecting the appropriate customer group for the particular product is necessary because it helps
the organization to increase the demand for their new product easily along with attaining other
crucial objectives which are necessary for the purpose of attaining growth related attributes.
Approaching to the appropriate target audience group helps organization to easily enhance its
profitability which is one of the primary objectives for organization in relevance with the
introduction of a new product (Amos, 2016).
In relevance with the new drink introduced by organization in the target market, Breeze
Company will target both B2B as well as B2C business markets as it will help the organization
to uplift its market image along with the help of enhancing the customer base, profitability and
sales. Breeze Company is selling their existing products in both consumer as well as in business
markets, thus, the new product will also be sold with the existing distribution channels of the
organization. In relation to this, organization will require to execute market research activity for
analysing appropriate market area which could be targeted in relation with attainment of
organizational desired goals and objectives (Armstrong, et. al., 2015). Market segmentation
refers to the division of target market into small parts on the basis of match found in the
consumer’s demands and requirements with the product’s specifications. Every segment of

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market differs from each other on the basis of purchasing power of consumers and individual
needs. In terms of Breeze Company, their product will be targeted mainly to the health
conscious, fitness enthusiast as well as to every other person who wishes to consume healthy and
refreshing drinks, thus, approximately, every age group will be the target audience for
organization for their new product. After selecting the market segments, appropriate marketing
strategies will be adopted in order to acquire an effective market share in the target market
(Ashley & Tuten, 2015).
In relation with business to business marketing and segmentation, it is necessary for the company
to analyse the market trends. Market segments changes from time to time and in relation with
acquiring the market share along with gaining positive outcomes, it is necessary for the
organization to hire professionals which could analyse the market’s environment in an effective
manner for the purpose of segmenting it as per organizational demands and wants.
Decision making unit is a collection of individuals and their major role is to participate in buyer
decision making process actively. Mainly senior level management and middle level
management take decision on behalf of organization. Apart from this, employees are also
involved in the decision making procedure and it is executed only in those organizations where
decentralised decision making process is being adopted. Senior level management takes decision
on the basis of their experience and in relation with the attainment of organizational goals and
objectives. Further, middle level management share their views and opinions because they
interact with both, lower level management and employees as well as with the top level
management. Thus, they better understand the values, beliefs and expectations of employees
with the top level management and expectations of top level management with employees. Every
member of the decision making process is beneficial and it is essential for the organization to
make better and more effective decisions (Chaffey & Ellis-Chadwick, 2016).
Task 2
Breeze Company has decided to launch an energy drink in relation with expanding its product
offering and market share in the target market. The new product which will be introduced in the

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market very soon contains fresh fruit juices and certain energy booster elements. Combination of
fruit juice and energy boosters will help the organization to develop positive image in the target
market along with developing an effective brand image. With the help of this product,
organization would be able to attain competitive advantage along with developing positive image
amongst the target audience. Concept of energy drink is effective as it will help the organization
to target almost every age group irrelevance to their taste, preferences and choices. Energy drink
is effective for every individual and mostly for those who have long tiring day in office. In order
to promote organizational products, organization is required to adopt marketing mix strategy.
Product
The new product which will be launched for the purpose of improving organizational market
share and customer base is energy drink. Breeze Company is a soft drink manufacturer company
and they regularly introduce new soft drinks in the market with the motive of maintaining the
acquired position in the target market. New soft drink of Breeze Company is unique and more
effective in comparison to their existing soft drinks. Apart from this, it has been observed that
organization has introduced their new drink as healthy drink through which large part of target
market could be targeted along with attaining organizational desired goals and objectives in
relevance with growth and expansion. Healthy drink which will be soon launched in the target
market by Breeze Company with the objective of expansion and growth is unique and effective
for almost every segment of the consumer market. It will be made from fresh fruit juices and
certain energy boosters. No artificial flavours and no chemicals will be used for making drink
more effective. With the help of these attributes, organization would easily be able to enhance its
market image along with gaining competitive advantage in the target market (Eling, Langerak &
Griffin, 2015).
Price
In the initial phase of product launching, the new drink will be distributed in the market on the
basis of premium pricing strategy. This pricing strategy will help the organization to stand aside
from the competitors along with developing an effective image. Further, as per reviewing the
demand for the product, prices will be decreased to normal and fair prices on the basis of fair
pricing strategy for targeting more customer segments. This will be an effective and efficient

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strategy for Breeze Company to gain competitive advantage in the target market (Fill &
Turnbull, 2016).
Promotion
This is the most effective and crucial element for spreading awareness amongst the target
audience. This could be done with the help of certain effective strategies such as traditional
promotional mix elements and contemporary social media elements. With the help of these
elements, organization would easily be able to promote their new as well as existing products in
the target market along with approaching appropriate customer segments. Social media platforms
such as Facebook, twitter, Instagram, YouTube, etc. could be used as these are the most used and
effective platforms. Along with this, email marketing, television and radio marketing would also
be another set of effective promotional strategies. Apart from these strategies, organization could
also adopt traditional advertisement and promotional methods such as newspaper, pamphlets,
board hoardings, etc. These strategies are also effective as well result oriented (Fransen, et. al.,
2015).
Place
New healthy drink will be served in almost all parts of the target market. Intensive distribution
technique will be adopted with the motive of enhancing organizational market share in the target
market. This type of distribution technique is being used for covering the large part of market
along with spreading the awareness amongst the target audience regarding new products. As
company is dealing in both B2B and B2C business markets, the product will be distributed
through wholesales, distributors and retailers to reach to the consumers. Apart from this, the
product will also be delivered to the supermarkets and hypermarkets in terms of reaching to the
large number of customers (Kazmi, Naarananoja & Wartsila, 2016).
Task 3
Primary aim and objective of marketing mix strategy is spreading awareness amongst the target
audience in relevance with the new product. New product in this scenario is a healthy drink
which will be soon introduced in the market and in order to approach to the appropriate group of
consumers, organization could easily spread awareness amongst them with the help of effective
marketing mix strategy. In relation to this, organization would be able to target appropriate group

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of potential customers so as to attain better and effective outcomes (Lee, Kozlenkova &
Palmatier, 2015).
Company’s major target segments are people who have long tiring day, health conscious, fitness
enthusiasts, and all other segments as the drink is effective for every age group. With relevance
to this, it is quite easy for the organization to promote its products in an effective manner
amongst the selected customer segments. Most effective and appropriate marketing strategy for
spreading awareness amongst the target audience is marketing mix. It is an effective marketing
and promotional strategy through which organization could easily uplift its market image along
with utilising the available sources with the organization.
Marketing mix
It is an effective marketing strategy through which organization could easily promote its newly
introduced product in the target market. It is essential for the organization to approach to its
existing as well as potential customers so that desired goals and objectives could easily be
attained. Mainly marketing mix includes four P’s and these elements are the most appropriate
and effective elements for promoting organizational existing as well as new products in the target
market. Following are crucial elements of marketing mix through which organization could
easily attain growth and expansion related objectives:
Product
Product planning is the main element for introducing an effective product in the market. Breeze
Company is a soft drink manufacturer and distributor and company has attained an effective
position in the soft drink industry. Company has now decided to introduce new product in the
market so that their market share could be enhanced along with acquiring leading position in the
target market. The new drink has been designed with the motive of providing customers an
alternative of gaining energy along with improving their way of living by maintaining an
effective balance between work life and personal life. It has been observed that after a long tiring
day at workplace, people generally lose their whole energy and this affects their personal life as
they are not able to spend appropriate time with their family members. Thus, Breeze Company
has analysed this situation and invented an energy booster through which consumers will be able

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to regain appropriate energy level which could make them efficient enough to maintain
appropriate balance between work life and personal life (Ryan, 2016).
Price
As pricing strategy is the most appropriate element for an organization in relevance with
generating demand for the particular product in the target market. In this context, organization
has planned to launch an energy booster which will help the organization to increase its product
offerings along with acquiring large customer base. For all these aims and objectives, it is
necessary for the organization to adopt appropriate pricing strategy. Fair pricing, cost leadership,
value based pricing, etc. are certain effective pricing strategies through which large part of target
market could be attracted towards organizational new products (Tukker & Tischner, 2017).
Amongst these pricing strategies, it is suggested to the organization to adopt premium fair
pricing strategy with the objective of targeting large part of target market at once. Apart from
this, it will help the organization to enhance the demand for the product which will also lead to
enhance customer base for the organization. Though, profitability will be bit less in fair pricing
strategy, but it will help the organization to boost up its sales and revenues.
Promotion
In relation with promoting healthy drink in the target market, it has been reviewed that
organization requires adopting appropriate marketing and promotional strategies by analysing
marketing trends, consumer behaviour, consumer’s demands and requirements, etc. With
relevance to this, Breeze Company will adopt mixture of contemporary and traditional forms of
marketing strategies. Amongst these strategies, digital marketing mediums such as social media
techniques, traditional marketing mediums such as Facebook, Twitter, etc. (Tuten & Solomon,
2017).
Place
As Company is serving in both B2b and B2C markets, it is necessary for the organization to
adopt an effective distribution strategy. Intensive distribution strategy will be the most suitable
strategy as per Breeze Company’s operations. This helps the organization to enhance demand of
the organizational existing as well as new products in the target market. Thus, attainment of

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desired goals and objectives would be an easy and effective approach for the organization in
terms of organizational rules, regulations and policies (Zhu, et. al., 2018).
Conclusion
From the aforesaid information, it can be concluded that every new product requires appropriate
marketing plan with effective set of marketing techniques. This will help the organization to
approach to its target audience in an appropriate manner. In this report, marketing plan along
with set of marketing mix has been discussed in relation with promoting new healthy drink
launched by Breeze Company. With the help of these strategies, organization would be able to
identify its target market’s demand and requirements so that it could be fulfilled in an
appropriate manner.

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