Food Marketing Strategy for Organic Mixed Berries

Food Marketing 1
University
(Name)
Food Marketing
(Professor’s Name)
(Date)

Food Marketing 2
Executive Summary
This strategy of food marketing is done for the mixed berries which comprises of Blueberries,
Cranberries and cherries. The organic mixed berries, being a new product faces a potential
growth rate in the market. Analyzation of both the industry and the awareness of effective
procedure of decision making depict a unified marketing-mix as well as activities concerned with
Point of sales responsibilities that have to be considered deeply.
Once a segment is identified and evaluated, a most good-looking target means improved
profitability for the firm. Because of high prices for its competitors, Stoneridge Orchards has a
greater chance of positioning of their brand. Consequent marketing-mix should be integrated in
order for Stoneridge Orchards to grow potentially in terms enlarging the market share.

Food Marketing 3
Table of Contents
Executive Summary...................................................................................................................................2
1. Introduction.......................................................................................................................................4
2. Market segments................................................................................................................................4
i. Behavioral factors; ......................................................................................................................5
ii. Demographic trends; ..................................................................................................................5
iii. Geographic segmentation;.......................................................................................................6
iv. Psychographic factors. ...........................................................................................................6
v. Geodemographic segmentation. .................................................................................................6
Benefits of segmentation....................................................................................................................7
Customer profiling............................................................................................................................7
Consumer decision-making.......................................................................................................................7
Positioning/ Branding............................................................................................................................9
Product.............................................................................................................................................10
Price..................................................................................................................................................10
Point of sales.....................................................................................................................................11
Conclusion................................................................................................................................................11
References................................................................................................................................................13

Food Marketing 4
1. Introduction
The main objective of this report is directed towards Organic Mixed berries in terms of its
marketing strategy. This product has a positive impact on our health as it contains free radicals
which aids in protecting the body from both viral and bacterial infections when taken in the right
quantities (Berry, et al., 2015). Its success in the market entirely depends on the importance
attached to the identification of a profitable and a sustainable market segment. This involves
studying the consumer’s behavior as well as being aware of their decision-making processes in
details as this will enable a smooth running of the product’s marketing strategy in order to
achieve the objectives of the organization (Seiders, et al., 2015).
2. Market segments
For a product to be sold successfully in the market, there is a need to identify and segment a
potential market. This involves fragmenting a huge market into smaller homogeneous portions
basing on either a common need or lifestyle. The strategies for segmenting a market are usually
put in place in order to serve distinct groups of the product users. Customers are often being
influenced by several motives to purchase certain products and therefore, a firm will tend to use
various segmentations in order to achieve a full picture of the consumers which is very clear.
Market segmentation is a three-stepped process;(a) market segment identification, (b)selection of
the highly potential market segments, and (c) product positioning. As soon as these three steps
have been taken critically, the firm, full attention is shifted towards development of market mix
strategies (Kim, et al., 2015).
During target market identification, a firm ought to consider the several demographic and social
trends. A target market is that specific segment selected by the company to aid in serving the