Marketing Mix of Nature Valley

Running head: MARKETING MIX OF NATURE VALLEY
MARKETING MIX OF NATURE VALLEY
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1MARKETING MIX OF NATURE VALLEY
Positioning Strategy
The positioning strategy that will be implemented by Nature Valley Muesli Bars is
termed as differentiation positioning. The major competitors of Nature Valley Muesli Bars in
industry are, Kind, Lola Granola Bar, Bicentury, True Elements, Quest Nutrition, Think Thin,
Kellogg’s, Enjoy Life. The organizations offer products that can be considered similar to the
products that are offered by Nature Valley. The strategy based on product differentiation is
considered to be an important aspect related to the proper development of revenues in the
competitive industry (Chen, 2018). The organization will be able to maintain its unique
position in the industry with the support that is provided by the unique and organic products.
The organic quality of the products of Nature Valley is considered to be a major
differentiating factor related to the effective operations of the organization. The POD or point
of differentiation of the organization is based on the high quality of products that are offered
to the consumers (Dolnicar, Grün & Leisch, 2018). Although the competitors offer similar
types of products, the quality levels and the prices cannot be matched by the competitors. The
organization has been successful in maintaining its position and levels of sales with the help
of unique types of product that are offered to customers at affordable levels of prices as well
(Naturevalley.com. 2019).
Positioning Attributes
The products that are offered by Nature Valley Muesli Bars are developed with the
help of natural and organic ingredients. The three major attributes of the products provided
by the organization that can support in the implementation of the positioning strategy are as
follows,
 The products developed by Nature Valley Muesli Bars are healthy in nature
and are able to fulfil the needs of health conscious consumers (Evans, 2016).

2MARKETING MIX OF NATURE VALLEY
 Another major attribute of products of the company include the ways by which
energy levels of consumers can increase if they consume the products.
 The brand equity that has been developed by the products Nature Valley has
been able to play a major role in the ways by which the organization can aim
at maintaining its position in the industry for a long period of time (Išoraitė,
2016).
Price
The price that has been set for the products of Nature Valley is around 6.25 Australian
Dollar.
The economy pricing strategy has been implemented by Nature Valley in order to
maintain its profitability levels and revenues in the industry. The investments that are made
by the organization based on the advertising and marketing related activities are considered to
be quite low (Jackson & Ahuja, 2016).
Although the organization has implemented economy pricing approach in order to
maintain its operations in the industry, the application of penetration pricing will also be able
to play a major role in the ways by which Nature Valley is able to penetrate the market within
a short period of time (Kartajaya, Kotler & Hooi, 2019). The application of penetration will
support the growth of the organization in order to develop the position of Nature Valley in the
industry. The major objective of the marketing plan is based on the ways by which Nature
Valley can increase the levels of profitability. The diversification of product portfolio is also
an important objective that will be fulfilled with the help of this strategy (Naturevalley.com.
2019).