Influencing Demand for Blended Juice Product

Market positioning is a strategy used by marketers to create awareness for their products among consumers. In the context of Barfresh Food Group, the company aims to promote its blended juice as a healthy product that can help retain good health, motivating frequent buyers. The marketing plan involves using various media channels such as radio, TV, internet, billboards, and posters to reach out to targeted customers. A successful marketing plan is crucial for introducing a new product in the market and setting it off immediately.

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Executive Summary
These days’ people tend to be more concerned about good health practices, thus, putting
in more effort to remain healthy. Fruit juice is an ideal beverage as it provides a variety of
nutrients to people. These nutrients are found naturally in fruits. Many doctors and nutritionists
have recommended increased intake of fruit and vegetables as a way of improving health
(Goldstein 2010). These recommendations emanate from research studies that suggest various
gains from consumption of fruit and vegetable to prevent diseases such as cancers, obesity, heart
diseases etc. Today, slightly over half of the population in United States and one third of
adolescents and children are either obese or overweight (Ballke 2011). The health expenses
linked to the increased weight gain in the US is massive not considering other diseases related to
the diet. Corresponding with increased costs of health care is colossal sums of money spent on
advertising food industry, little of which is directly spent on fruit and vegetables.
Barfresh Food Group, Inc. is an American company that manufactures and distributes
blended frozen beverages. The company sells shakes, smoothies and frappes in a blend of nine
flavoured items. The company utilizes all products manufacture in United States. Recently, there
has been an increasing demand for fresh fruit product which has not been introduced in the
company. As a result, we have explored a market for fresh fruit due to the increasing need for
healthy foods and in particular fresh blended fruit.Therefore, this paper draws a fruit juice
business marketing plan with approaches for success breaking it down into actionable and
fathomable components that will allow employing marketing undertakings to deliver a firm
achievable outcome on investment.
Contents

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Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................3
External Analysis.............................................................................................................................5
Social trends.....................................................................................................................................5
Technology......................................................................................................................................5
Legal................................................................................................................................................5
Economic.........................................................................................................................................6
Market Segmentation.......................................................................................................................6
Target Market..................................................................................................................................7
Market Positioning...........................................................................................................................8
Conclusion.......................................................................................................................................8
References List................................................................................................................................9

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Introduction
Whereas there have been efforts in the United States to reach out to community together
with public relations to increase the intake of vegetables and fruit, these efforts have not borne
much fruit as funding in this area has been modest leaving the larger population unaware of the
benefits and therefore, consuming less of these healthy foods (United States 2008).
‘Barfresh Blended Fruit’ will be the name of the new product launched under Barfresh
Food Group Inc. well known for its supply of fresh smoothies and shakes. Barfresh Blended
Fruit will be manufactured from natural fruits free from any flavorings, additives and
preservatives. The product will have its own natural sugar therefore not requiring any more
additional sugars.. The fruits that will be available for harvest will be used partly to produce the
fruit product the remainder of which will be frozen for use when the fruit season is low. The
product will need a marketing plan because every product that is new in the market needs a
proper marketing strategy (Ryan 2014).
The need for fresh fruit products is rising at an alarming rate in the United States because
fruits are natural and have their natural sugar that is nutritious and often stimulates memory and
brain function (Low 2011). Another benefit of fruit proven through studies is that fruits lack
cholestral thereby their consumption assists to lower high blood pressure and other diseases.
Fruit is one of the healthiest food on earth and worth spending money and effort on.
Barfresh Food Group is located in the United States and has been chosen because of its
supply of desirable beverages. The need for fresh fruit in United States has prompted the
marketer to choose this company which has not yet established a fresh fruit blended juice that
will be the choice of the new product. The company already has a variety of nine flavored

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products in line including but not limited to vanilla shake, Caribbean smoothie, chocolate shake,
macchiato smoothie, mango smoothie (International Conference of Marketing and Management
Sciences 2010). Though Barfresh Food Group already has a wide range of line products, it
intends to extend its products’ line therefore, including the new product in the line of beverages
as a blended fruit juice.
The new entrant into the market, Barfresh Blended Fruit will require proper promotion
and marketing. A good promotion and marketing strategy always projects the future
undertakings with sound and appropriate judgmental knowledge (Ryan 2014). Once the marketer
predicts the market, he will be able to greatly influence the product’s survival and success in the
competitive world. Barfresh Blended Fruit will be introduced into the market using the assistance
of several advertisement, promotional displays and supply of free samples to financial institution
and general public.
External Analysis
Social trends
United States has a multicultural society that accommodates different kinds of customers
with respect to eating habits and religion (United States 2008). Currently, consumers are
concerned about their health due to the awareness they get from education. The consumer today,
demands for natural fruits that are more nutritious and offer health gains. United States has a
high population with people from different category of classes including lower, middle and upper
class. Out of the need for better living and with a wide range of consumers in terms of age, and
class, their desire for fruit is large because of the continuous education they receive on need to
improve on health and living. Consumers may therefore belong to any of the class above with an
increase in desire for fresh fruit (Ballke 2011)..

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Technology
Technology is advancing day by day. Due to the technological advancement, nutritious
and healthy juice can be gotten from a variety of fruits. The company will ensure that the product
is packed and labeled appropriately which process will be aided by technology.
Legal
Today, political powers recognize the need to remain healthy and as such are more
concerned about the health of their people. United States It has passed a law in the Food and
Drugs Act, where it has described the terms and conditions that are more concerned with
people’s health and nutrition (United States 2008). However, there are changes in the Act which
changes still favor the health of the consumer. The market segments for this product include
youth, children and adults.
Economic
The status of the economy of the United States is such that it is unceasingly analyzing the
needs of the consumer and developing products or allowing them to be developed through
friendly government regulations to fulfill the customer needs (Marsden 2000). Hence the growth
of Barfresh Food Inc. The rise in the standard of living of the American people has enabled the
country to produce a variety of high quality foods by increasing the production levels of the fruit
foods. With high national income, the growth in the industry is likely to rise as a high per capita
income will allow or encourage more spending thus more production of goods and vice versa.
Inflation is the rise of value of goods in an economy. If for example, the inflation rate is low,
then it is highly likely that the cost of products will be low and if inflation rate is high the cost of
products will rise directly affecting the growth of the company. United States rate of inflation is

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neither high nor low giving investors favourable environment to trade and the consumer a fair
price for their goods (Kerin 2009).
Market Segmentation
The four general centres around market segmentation are geographical segmentation,
demographic segmentation, psychographic and behavioral segmentation (Kerin 2009).
Geographic segmentation: this segmentation comprises an organization classifying its market in
geographical basis. An organization can divide its market using regions such as international
region, country, city or state. It can also classify its market using the climate, destiny and size.
The company will firstly launch its Barfresh Blended Fruit into five regional areas and later
depending on the success of the product, explore markets in other international regions to sell its
product.
Demographic segmentation: comprises of division according to age, gender, occupation,
income, education, race, nationality etc. (Vukasovič 2016). A company can target its customers
more accurately if it divides into segments and categorize the customers’ needs. For, Barfresh
Blended Fruit, the company will start by selling generally to all ages and sizes and later segment
the market according to the needs. The reason is because, fresh blended juice attracts all ages.
Behavioral segmentation: this kind of segmentation classifies customers depending on
their response towards the product. This segmentation can group customers into loyalty, benefits,
occasion terms, etc. (Hair 2008). The company will study the buying trends of the customer and
target the market according to the results of the customers buying trends.
Psychographic segmentation: this segmentation classifies consumers according to values,
traits, interests, personalities and lifestyles (Kerin 2009). The company will sell Barfresh
Blended Fruit product after identifying the needs of the customers through studying and

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segmenting them according to the classification above. This method of segmentation is more
precise and effective.
Target Market
It is rare to find a marketer satisfying the needs of all customers. Not all customers have
equal preferences. Therefore, marketers begin by classifying the segments of the market by
profiling and categorizing distinctive group of buyers who might desire particular goods and
services by observing the differences of buyers in terms of demographic, technological,
geographic and behavioral trends (Kerin 2009). Barfresh Food Group will segment its product’s
market into four sections according to the affordability of the customer, with the intention of
satisfying all the customers’ needs. According to geographic regions, the company will first
target divisions around the company for a start, targeting all ages between ten to fifty years in
terms of gender, occupation, education, for example colleges, high schools, income and
nationality(Hair 2008). The company will target each segment and design or improve the
blended juice according to the demand, tastes and preferences of each segment. The company
will target all social classes; lower, medium and upper and increase demand or decrease after
studying the buying patterns and behavior of each group.
Market Positioning
Market positioning is the manner or practice by which marketers create awareness in the
minds of consumers for the products sold (PrišEnk 2012). The blended juice that the company is
promoting assists to retain good health which motivates consumers to be frequent buyers of the
product. Frequent advertisements in the media (radio, TV, internet) will assist to reach out the
message to the targeted customers. The company will also print advertisements on bill boards
and posters to market the product widely.

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Conclusion
A marketing plan highlights an organizations, marketing efforts that is part of the whole
business plan. Barfresh Food Group will need a huge plan of activities to promote the brand
because it is not easy to introduce a new product in the market and set off immediately.
Introducing a new product into the market needs a series of steps which should be outlined in a
systematic way; designing the products in a way that will seize the attention of the present and
future customers to the product.
References List
BALLKE, C. (2011). Nutrition and health claims in B2B communications: is Regulation (EC)
1924/2006 applicable? European Food and Feed Law Review. 6, 153-158.

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GOLDSTEIN, M. C., & GOLDSTEIN, M. A. (2010). Healthy foods: fact versus fiction. Santa
Barbara, Calif, Greenwood Press. http://public.eblib.com/choice/publicfullrecord.aspx?
p=578609.
HAIR, J. F. (2008). Essentials of marketing research. Boston, McGraw-Hill/Higher Education
INTERNATIONAL CONFERENCE OF MARKETING AND MANAGEMENT SCIENCES,
SAKAS, D. E., & KONSTANTOPOULOS, N. (2010). Marketing and management
sciences: proceedings of the international conference on ICMMS 2008. London, Imperial
College Press. http://public.eblib.com/choice/publicfullrecord.aspx?p=731070.
KERIN, R. A., HARTLEY, S. W., & RUDELIUS, W. (2009). Marketing. Boston, McGraw-
Hill/Irwin.
LOW, S. A., & VOGEL, S. (2011). Direct and intermediated marketing of local foods in the
United States. [Washington, D.C.], U.S. Dept. of Agriculture, Economic Research
Service. http://purl.fdlp.gov/GPO/gpo16880.
MARSDEN, T., FLYNN, A., & HARRISON, M. (2000). Consuming interests the social
provision of foods. London, UCL Press.
PRIŠENK, J., & BOREC, A. (2012). A combination of the Multi-criteria approach and SWOT
analysis for the identification of shortcomings in the production and marketing of local
food. Agricultura. 9, 31-37.
RYAN, D. (2014). The best digital marketing campaigns in the world II: mastering the art of
customer engagement. http://search.ebscohost.com/login.aspx?
direct=true&scope=site&db=nlebk&db=nlabk&AN=706000.
UNITED STATES. (2008). Review of economic impacts of organic production, processing, and
marketing of organic agricultural products: hearing before the Subcommittee on

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Horticulture and Organic Agriculture of the Committee on Agriculture, House of
Representatives, One Hundred Tenth Congress, first session, April 18, 2007. Washington,
U.S. G.P.O. http://books.google.com/books?id=kNy3AAAAIAAJ.
VUKASOVIČ, T. (2016). Consumers' perceptions and behaviors regarding organic fruits and
vegetables: marketing trends for organic food in the twenty-first century. Journal of
International Food & Agribusiness Marketing. 28, 59-73.
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