Marketing Strategy and Plan for Frucor Beverages Ltd

This marketing strategy and plan for Frucor Beverages Ltd focuses on the impact of related elements in the marketing mix, environmental factors, and customer response to the marketing mix. It also includes objectives such as increasing sales, revenue, awareness, and retail availability.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the Student
Name of the University
Author’s Note

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MARKETING STRATEGY AND PLAN
Task 1.1
Marketing Mix Variation Impact of Related Elements in the
Marketing Mix
Promotion – The company should focus on
their digital promotion for this particular
product. Digital advertising will incorporate
the social media marketing using social
networks. Online, SMS and email marketing
in digital marketing process will be
beneficial in the technologically advanced
target market. Public relation on the other
hand will be maintained using review and
feedback system enabled in their social
networking and company web pages as well
as through email and SMS platforms (Tiago
& Veríssimo, 2014). Sales promotions on the
other hand will be provided to the customers
making bulk purchases, which will increase
the sales of the company. Lastly, content
marketing is also recommended for updating
the customers about the product being
delivered. Traditional marketing on the other
hand will include banners and posters for
making customers aware of their presence.
Increased promotion cost of the product
will require the company to select premium
pricing for the products to increase
generated revenue. Moreover, the
promotion will address the greater section
of society, which will require them to make
the product available around the nation.
Premium pricing, will again require the
company to produce and deliver best
quality products to the customers for
gaining customer loyalty and value
proposition (Khan, 2014). Sales promotion
on bulk purchase will again requires the
company provide high-level production for
meeting the sales and demand of the
customers.
Pricing – Pricing strategy required on the Premium pricing strategy selected for the

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MARKETING STRATEGY AND PLAN
other hand is premium pricing. Companies
using this strategy, price their product higher
compared to their competitors in the market
to attract the customers’ attention and
position themselves as high quality product
distributors (Pantelous & Passalidou, 2015).
product will help the company positioning
themselves as high quality product
distributor. This will help attracting the
upper and middle class population towards
their brand. Moreover, this will help them
distributing the product through
supermarket chains that are prevalent
around the nation (Leonidou, Katsikeas &
Morgan, 2013). However, premium pricing
requires the company to develop high
quality products to satisfy the perceived
value of the same.
Task 1.2
Environmental Factor Impact on Marketing Mix
Promotion
Impact on Marketing Mix
Pricing
Social – this includes
the lifestyle, buying
behavior, health
consciousness, family
structure etc., which
alters the attitude,
opinion, and interest of
the target population
towards the product
The existence of large number
of energy drinks available in the
market communicates the high
consumption of products.
However, the health issues
caused by the product restricts
the full flow of the product. It
requires the company
promoting health benefits of the
Social factors such as lifestyle
of the target population
encourages them to consume
energy drinks. However,
contemporary harmful energy
drinks available restricts them
from using the products.
However, premium pricing
along with high quality will

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MARKETING STRATEGY AND PLAN
offered. product using digital marketing,
which will attract greater
number of customers. This is
due to excessive use of social
networking and internet that
will help reaching greater
section of the target population.
enable the company to enjoy
sales in the market.
Economic – Economic
factor on the other hand
is economic stability of
the nation as well as
the average income of
the population that
regulates the
purchasing power of
the population.
Businesses have greater
chance of attaining
growth in a stable
economy with greater
purchasing power as
the population then will
be able to afford the
products and services
offered.
Economic stability in the
country enabled the population
to enjoy technological
advancement
(archive.stats.govt.nz, 2018).
Moreover, a number of social
media and networking channels
are made available to the
population that will potentially
benefit the company in
promoting through digital
media.
Median income of $959 is
moderate, which reflects
moderate purchasing power of
the customers (Stats.govt.nz,
2018). Hence, premium
pricing for energy drinks for
the population can attain
success in attracting
customers towards their
products.

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MARKETING STRATEGY AND PLAN
Demographic – This
factor studies the age,
sex, education level
etc., and its impact on
the business.
Demographic factors
such as age and sex
largely alters the
external environment
for the products and
services significantly
modifying the market
demand for the
products.
Energy drink is consumable for
every age group. However, high
caffeine content prescribes
restriction for the children.
However, the New Zealand
government has no such
restriction until date, which
enables the company to
promote for all age groups
(archive.stats.govt.nz, 2018).
Premium pricing of the
products will make it
affordable to the middle to
high economic group of the
population. Moreover, the
affordability according to the
pricing strategy will restrict
tot the earning population of
the country.
Cultural – This
communicates the
culture of the target
population and its
acceptance of the
product or service
offered. This also helps
understanding cultural
need for the product in
the target market.
Energy drink entered in the
nation decades ago and is
incorporated by the population.
This makes it easy for the
company to promote their
products in the market.
New Zealand culture neither
promotes nor restricts the
population from consuming
energy drink. However, it
gained popularity in recent
decades. The premium pricing
considering the popularity is
justified according to the
market demand.
Ethnic – This factor is There is no ethnic substitute There is no indigenous

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MARKETING STRATEGY AND PLAN
closely related to the
cultural factor. This
communicates the
originality of the
population. In other
words, ethnic factor in
this sense are the
indigenous customs
and norms that restricts
or encourage use of the
product or even the
indigenous substitute of
the product available to
the population.
products available in the
market. Moreover, the product
is already been introduced in
the target population. Hence,
promotion of the product is
unlikely to face ethnic threat.
substitute of the products
available in the market for
cheaper price, which enables
the company to enjoy
premium pricing in the
market.
Natural – The
environmental or
natural factors
encourages or
discourages business
operation in the
particular target
market. This refers to
the natural barriers that
may discourage
distribution of the
The population of New Zealand
is largely distributed in the
urban area, which makes it easy
for implementing identified
promotional strategy to address
larger section of the population
(Archive.stats.govt.nz, 2018).
Target population being
distributed in the urban areas
provides opportunity for the
company deploy premium
pricing considering the
affordability of the customers
(Archive.stats.govt.nz, 2018).

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MARKETING STRATEGY AND PLAN
products in the market.
Political – This is the
factors such as tax
regulations, political
stability etc. that alters
the external
environment of the
business in particular
country. This factor is
largely overlapping
with the legal and
regulatory factors as
shift in political factors
might bring change in
the legal and regulatory
factors of the country
as well.
Political stability allows the
companies to conduct free
promotion and advertisement
around the nation.
Political stability allows the
business to enjoy business
growth. However, the pricing
is to be in accordance with the
guideline laid in fair trade and
consumer guarantee act
(Legislation.govt.nz, 2018).
Legal – Legal factors
are the law enforced by
the government of the
target market for
regulating the business
operation. This is to
ensure the value
received by the
Privacy law restricts
organizations to access
customer information without
their consent (consumer.org.nz,
2018). This means it will
increase the promotional
expenses, as they have to
approach individual customers
Consumer guarantee act 1993
holds the customers interest
and forces the companies to
price their products according
to the standards being
delivered, which makes it
necessary to deliver quality
product matching premium

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MARKETING STRATEGY AND PLAN
customers on
purchasing the products
and services.
in the market for gaining their
concerns related to the product.
priced products
(Legislation.govt.nz, 2018).
Regulatory –
Regulatory factors in
external environment
analysis are the
legislative factors that
regulates the business
operations in the
particular market. This
communicates the
regulations need to be
followed on product or
service deliverance.
This also
communicates the
expected standard for
the products and
services offered by the
companies.
Fair trading act of the country
makes it necessary for the
company to promote authentic
information without misleading
customers with exaggerated
information related to the
product benefits
(Legislation.govt.nz, 2018).
Fair trading act in the country
forces the companies to
deliver standard products and
price them accordingly for
increasing competition in the
market. It makes it necessary
for Frucor Beverages to
produce products matching
market standard and price
them accordingly
(Legislation.govt.nz, 2018).
Technology – This is
the study of
technological
advancement attained
Promotion of the product
emphasizes on digital
advertisement, which requires
the nation to be technologically
Pricing has no as such relation
with the technological
advancement of the country.

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MARKETING STRATEGY AND PLAN
by the target
population. This further
helps in determining
the technological
incorporation required
by the company to
deliver value to their
customers.
advanced to receive the
benefits. New Zealand is
categorized as developed
country and has attained
technological advancement. Use
of internet, social media, and
networking is dominant in the
nation, which makes it useful
for the company in developing
their promotion strategy basing
on digital promotion (Cameron,
Barrett, & Stewardson, 2016).
Competitive – This
factor helps
understanding the
competition the product
or service is facing in
the target market. This
helps analyzing
position of the major
competitors in the
market and their
approach in addressing
the target population.
The competitors in the market
are also availing digital media
promotion, which requires the
company to produce high
quality content for their
promotion to distinguish them
from similar brands (Baltes,
2015).
Large number of competitors
in the contemporary New
Zealand market makes it hard
for new brands to enter the
market, which makes them to
reduce their price for
increasing sales. However, the
premium pricing will help the
company in positioning
themselves as high quality
producers that will help
creating brand value and
distinguishing them from the

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MARKETING STRATEGY AND PLAN
rest. Fair trade act also
encourages competition in the
market (Legislation.govt.nz,
2018).
Task 1.3
Marketing Objective Customer’s response to the marketing
mix in terms of their impact on Frucor
Beverages Ltd’s marketing objectives
Sales – Increase 15% sales every year in the
target market for first five years
Sales promotion for bulk purchase will drag
customer towards the product, which is
likely to supplement towards the sales goal
of the company.
Revenue – Increase revenue by 10% by July
2018 using extensive advertisement and
digital media promotion campaign
The target customer segment of the market
are largely involved in social media network
and internet, which will help
communicating the energy drink to the
customers. As mentioned earlier, the
company promotes healthy energy drinks
for the customers. Focusing on the health of
the customers will help gaining positive
response in the customer segment due to
increase demand of healthy energy drinks
that minimize health hazards. Hence, this
will help the company stepping towards the

10
MARKETING STRATEGY AND PLAN
objective of increased revenue.
Awareness – Create 100% awareness
among the target customers
The digital promotional strategy, supported
with banner and poster advertisement
proposed can successfully address the target
population and can gain 100% attention by
the end of five year. The banner
advertisement will draw the attention of the
customer while they are out for work
(Karunanithy & Sivesan, 2013). The digital
promotion on the other hand is likely to gain
attention due to high use of social
networking, which will be primary
promotion platform.
Retail – Attain 100% availability in the
supermarkets around the country
Distribution strategy in the marketing mix
focuses on the supermarket, which reduces
the pressure of distribution in the small
retail stores (Qiang et al, 2013). Moreover,
the target customers reflects trends of
supermarket purchasing that will help
increasing the sales.
Attitude – Provide healthy energy drinks to
their customers reducing the health damages
Energy drinks in contemporary market
threatening the health of the consumers.
Promotion strategy of the company will
help grabbing the attention of the target
market due to the increased demand of

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MARKETING STRATEGY AND PLAN
energy drinks.
Organizational Goal – Become one of the
dominant brand in the market in five years
Plan of delivering high quality healthy
product to the target customers in the
market will help proposing value and earn
customer loyalty to the brand, which in turn
will help in dominating the target market
(Akdeniz, Calantone & Voorhees, 2013).
Task 1.4
Marketing Objectives Competitor’s response to the marketing
mix in terms of their impact on Frucor
Beverages Ltd’s marketing objectives
Sales – Increase 15% sales every year in the
target market for first five years
Combination of the pricing strategy and
product quality proposed will help the
company to shift customers’ attention to the
quality product for avoiding health issues,
which will cause into fall of market share
for the contemporary market leaders
(Anselmsson, Vestman Bondesson &
Johansson, 2014; Pomeranz, Munsell &
Harris, 2013).
Revenue – Increase revenue by 10% by July
2018 using extensive advertisement and
Distribution strategy proposed for the
company will considerably reduce supply

12
MARKETING STRATEGY AND PLAN
digital media promotion campaign cost compared to the competitors, as their
products are made available in the small
retail stores along with the supermarkets,
which increases the cost while reducing the
profit margin (Qiang et al, 2013).
Awareness – Create 100% awareness
among the target customers
Combination of digital and banner
advertisement strategy incorporated by the
company is likely to shift and gain attention
of the customers in the target market. The
marketing campaign structured for the
company enables the customers to share
their opinion in the social networking sites
that will work as word of mouth promotion,
which in turn will rise the brand vale and
spread awareness of the brand (Karunanithy
& Sivesan, 2013).
Retail – Attain 100% availability in the
supermarkets around the country
Focusing solely on the supermarket chains
in the country reduces the pressure of
distributing products in the small retail
market that will help them in attaining the
goal. Competitors on the other hand focuses
on distribution in both the sectors, which
helps them in addressing the overall target
market and puts them in competitive
advantage. However, shift of trend towards

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MARKETING STRATEGY AND PLAN
shopping market will gain long term
advantage to Frucor Beverages Ltd (Qiang
et al, 2013).
Attitude – Provide healthy energy drinks to
their customers reducing the health damages
High quality healthy energy drinks proposed
for the target market is likely to dominate
over the competitors as the current market
condition of energy drinks in under threat
due to the health issues caused by the
products (Akdeniz, Calantone & Voorhees,
2013).
Organizational Goal – Become one of the
dominant brand in the market in five years
Marketing mix strategies selected for the
company is likely to put the band in
dominating position within first five years.
The competitors have to alter their product
quality to gain competitive advantage in the
market, which is likely to occur and create
challenge for the company in the future
market.
Task 2
Specific market segment Ability to satisfy marketing
objectives
Recommended marketing
mix
Males aged between 18 to
45.This market segment
consists of young adults
Frucor Beverages Ltd is one
of the most popular and
established beverages and
Product element is one of
the major element of
marketing mix tool that has

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MARKETING STRATEGY AND PLAN
including the college
students and the individuals
involved in organizations.
drinks company in New
Zealand that has managed to
provide good quality
products with great value.
The energy drinks products
by the company have
enhanced the energy level
and have enjoyable tastes as
well to cater the needs and
requirements of the
consumers
(frucorsuntory.com, 2018).
The college students and
other individuals of these
ages are active in sports
activities, education and a
part time job, because of
which energy is necessary to
make it all throughout the
day. The new energy drink
product offered by Frucor
Beverages Ltd. boosts of
high content of vitamins and
minerals that can provide
energy to them (Mintz &
been used by the company
to accomplish the business
objective, i.e., to fulfill the
needs and requirements of
the customers.
The new features of the
energy product are high
nutritional value, available
in different flavors and an
extremely good taste (Huang
& Sarigöllü, 2014).

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MARKETING STRATEGY AND PLAN
Currim, 2013). Thus, the
energy drink could be an
effective solution to the
young adults who experience
hectic lifestyles and spend
long day in classes, or are
involved with working in
small companies as part
timers.
Consumers who are health
conscious, though aware of
the prices of products. There
are sportsmen as well whom
the company has targeted as
primary consumer segments
(Leonidou, Katsikeas &
Morgan, 2013).
The sports enthusiasts and
health conscious customers
will also be purchasing the
new energy drink product
offered by Frucor Beverages
Ltd. in both Australia and
New Zealand. Promotions
should be done through
sports events and health
campaigns where the
benefits of the energy drinks
have been put into limelight,
thereby creating awareness
among them (Tapp &
Spotswood, 2013). These
market segments comprising
Promotion marketing mix
element has helped in
achieving the business
objective through creation of
awareness among
customers. The promotions
could be done through
health campaigns, sports
concerts, music concerts and
even should be promoted in
social media platforms to
enhance brand name and
reputation (Armstrong et al.,
2015).

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MARKETING STRATEGY AND PLAN
of the customers could be
influenced to make
purchases because they
should gain a positive
mindset with the benefits
provided by the energy drink
such as speed, instant thrill,
energy and feel refreshed
too. Few of the other energy
brand products include Fresh
Up, Ovi Hydration, Just
juice, etc. and the company
has been passionate about
satisfying the needs of
customers through delivery
of new quality delicious
energy drinks that are high of
energy and boost high
nutritional value as well
(Valipour, Birjandi &
Honarbakhsh, 2012). Sales
promotions could be done as
well for achieving long term
sales and influence the
customers’ buying behaviors.

17
MARKETING STRATEGY AND PLAN
Task 3.1
Marketing mix strategies Market performance/
Marketing objectives
Monitoring process for
marketing mix strategy
Product differentiation
strategy
The product differentiation
would be possible by adding
some unique features to the
products and even making
those available at the right
places for easy access to the
customers. The new energy
drink would contain very
less amount of caffeine,
which would set it apart
from the other products in
the market. This is one
differentiable feature
whereas the product would
also consist of vitamin B,
ginseng, glucuronolactone
and taurine that could
provide long term energy
benefits as well as make
The performance of the
organization in the market is
quite good and it has
successfully made quite a
good number of customers
from different market
segments including the
young adults, sports
enthusiasts and health
conscious adults (Liu &
Zhang, 2013). With the
launch of the new energy
drink, it would be easy for
the organisation to enter the
foreign markets as well and
increase the profit level for
the company. Introducing the
new energy drink would be
easy to differentiate with
other products and thus
achieve the objectives and
The financial analysis could
be done for monitoring the
internal environment of
Frucor Beverages Ltd and
ensure making successful
business consisting of most
appropriate and accurate
data and information
(Prasad, Venkatesh &
Mahajan, 2015).
The actions undertaken by
the Government could help
the company to understand
the various price control
techniques ad maintain the
product safety rules and
regulations. This would not
only assist in monitoring the
marketing mix process but
would also allow for
making sure that the quality

18
MARKETING STRATEGY AND PLAN
people understand that these
would be safe for
consumption.
The products would be sold
in various stores and
supermarket chains all over
Canada so that the
customers could easily
access those. Setting up new
stores would also be
beneficial where other
energy drinks would be
available and this would
give an edge over its
customers. It would attract
sports enthusiasts, young
adults and health conscious
consumers in large numbers,
which would result in
generating more revenue in
business.
goals through gaining the
attention of customers (Barin
Cruz, Boehe&Ogasavara,
2015). Patents, trademarks,
would protect the new
product and the new
product’s uniqueness would
tend to create more customer
satisfaction and better sales
revenue.
standards for the products
are maintained by Frucor
Beverages Ltd.
Cost leadership strategy
PROMOTION, PRICE
Pricing is an important
concept that not only
Cost leadership could be
useful for achieving the
market objective, i.e., to
manage availability of the
Situational analysis could
assist in the development of
proper marketing strategy
by analysing the overall

19
MARKETING STRATEGY AND PLAN
influences the buying
behaviours of consumers but
also improves the business
performance. Frucor
Beverages Ltd has lowered
its products’ prices at certain
stages to attract new
customers and retain
existing customers. By
providing products with new
features available at lower
prices than the competitors,
it would be convenient for
the company to enhance
supply chain activities and
even source products from
the cheap domestic suppliers
and from the low wages
foreign markets.
The sales promotion have
developed competitive
advantage for the
organisation and even
provided strategic direction
to guide in targeting the
new product at lower price
when compared to its
competitors. Frucor
Beverages Ltd. could market
the new product at a lower
cost with better process
engineering, labour costs
management in a proper way
and use of good quality
ingredients that would
enhance the taste of the
energy drink (Lasagni,
2012).
To monitor the effectiveness
of the marketing mix
strategies, situational
analysis could be done and
consider factors like
Government actions
undertaken.
environment within which
Frucor Beverages Ltd had
been operating.

20
MARKETING STRATEGY AND PLAN
right market segments and
making decisions. By
promoting the new product,
the company could also
sustain competitive
advantage and support
differentiation through non-
price based promotions. This
would though need proper
management support.
Recall To make the new energy drink available in
the market properly, it is important for
Frucor Beverages Ltd. to conduct a
situational analysis.
These could be Occupational health and
safety, tax policies, rates of interest, price
control and product safety rules that would
be required while launching a new energy
drink product in the market. The marketing
mix strategies should assess the
demographic changes and how more
customers could be attracted from different
market segments for the new product

21
MARKETING STRATEGY AND PLAN
launched. Changes in cultural factors and
conditions could be considered and the
company should deliver environment
friendly products and recyclable plastic
bottles to package the drinks
(frucorsuntory.com, 2018).
Attitudes To introduce a new product in the market, a
company must maintain a positive attitude
or behavior and enable proper marketing
tactics to put focus on the marketing mix
activities and ensure customer satisfaction.
The new marketing tactics should be aligned
with the consumers’ attitudes and behaviors
for understanding their demand and
preferences and then develop a useful
marketing plan. Research and development
activities should be undertaken by Frucor
Beverages Ltd. for developing new ideas
and covert the new flavors into brands so
that the new products launched could
become a major part of the company as well
as its customers. According to the marketing
mix strategy, the products should be placed
in proper locations so that the customers
could easily access those and this could also

22
MARKETING STRATEGY AND PLAN
influence their buying attitudes and
behaviors (Huang & Sarigöllü, 2014).
Fostering the development of relationships
with them by constantly obtaining their
feedbacks and responses regarding the new
products would result in making changes
and improvements accordingly.
Organizational goals The organizational goals and objectives are
to satisfy the thirst of people in different
market segments at present and tomorrow
through offering of delicious and tasty
energy drinks. To cater the needs of sports
enthusiasts, health conscious customers and
young adults, Frucor Beverages Ltd. has
introduced a new energy drink that is
delicious, high on nutritional value and
energy. The company also aims to promote
the product in the market through
involvement of soil media platforms and by
setting the right price (Tapp & Spotswood,
2013). CSR objectives of the company
should be to provide lifelong educational
facilities, reduce sugar intake as least as
possible and allow the customers to make
informed dietary choices.

23
MARKETING STRATEGY AND PLAN
Task 3.2
Marketing mix decisions Measurement and
evaluation implementation
strategy
Time frame
One of the major decisions
could be the price skimming.
Frucor Beverages Ltd. added
some extensive features to
the new energy drink,
because of which, the
products are made available
at higher prices. The new
features and attributes of the
new energy drink could grab
the attention of customers
and create higher profit for
the company initially
(Armstrong et al., 2015).
After a certain time, the
products’ price would be
lowered to lure other general
market segments and
increase the profit level.
15th February – 20th
February
5 Days
As a manager of Frucore
Beverages Ltd, I would like
to form external relationships
Forming eternal
relationships with other
companies could improve
21 February – 28th February

24
MARKETING STRATEGY AND PLAN
with different companies
(frucorsuntory.com, 2018).
the packaging and supply of
products and achieve the
objectives of managing
international export. It
would also be beneficial for
Frucor to move the entire
database in the cloud
networking to operate
globally and ensure that the
new energy drink reaches
customers worldwide
(Prasad, Venkatesh &
Mahajan, 2015).
7 days

25
MARKETING STRATEGY AND PLAN
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