Orchy Juice Marketing Plan

This assignment presents a comprehensive marketing plan for a startup juice brand named 'Orchy'. It delves into a situational analysis of the fruit juice industry, identifying key competitors and market trends. The plan focuses on defining Orchy's target audience, crafting a unique brand positioning, and outlining promotional strategies to establish a strong presence in the market.

Marketing Plan for
Orchy Orange Juice

Executive Summary
Company target plan is all about the market which a company wants to target and approach to
sell their products. Target market plan of the Orchy Juice is children and the youth who loves
to drink new flavours of juices in different varieties. Overall, Orchy orange juice establishes
in 1955. The following report based on marketing mix plans will discuss about the different
marketing mix elements such as price, place, physical evidence, promotion. It will also cover
the same important strategies and approach which help the Orchy company to take its
business upwards. Furthermore, basically positioning strategy means when company adopts
key elements to concentrate on a particular area. These factors or elements of the company
helps to compete with the competitors, which will also be discussed throughout this overall
report.

Table of Contents
Executive Summary........................................................................................................... 2
Target Market & Positioning............................................................................................... 5
Selection of Target Market.............................................................................................. 5
Identifying the chosen target market plan and use the segmentation criteria to
describe these people in details. ....................................................................................5
Positioning Strategy........................................................................................................ 5
Positioning Strategy..................................................................................................... 5
Explains the positioning strategies which helps to compete with rival firms such as POS
and POD- 150.................................................................................................................. 5
Positioning Attributes................................................................................................... 6
Identifying the product attributes and justify based upon the opportunities in the
SWOT........................................................................................................................... 6
Positioning Map/s......................................................................................................... 7
Marketing Mix Strategies.................................................................................................... 8
Product........................................................................................................................... 8
Define the benefits of the products. ...............................................................................8
Define the actual product offered and material used on manufacturing branding
packaging and labelling.................................................................................................. 8
Define any augmentation of the product........................................................................8
Defining the product attributes....................................................................................9
Price................................................................................................................................ 9
Identifying price strategies for the company...................................................................9
Promotion....................................................................................................................... 9
Define promotional strategies for the company..............................................................9
Place............................................................................................................................. 11
Example of distribution model...................................................................................11
Evaluation and Control..................................................................................................... 11
EVALUATION OF Orchy Orange Juice Company GOAL/OBJECTIVE...............................12
Implementation & Schedule............................................................................................. 13
Gantt Chart................................................................................................................... 13
Conclusions and Recommendations.................................................................................14
Reference List.................................................................................................................. 15

Target Market & Positioning
Selection of Target Market
Company target plan is all about the market which a company wants to target and approach to
sell their products. Target market plan of the Orchy Juice is children and the youth who loves
to drink new flavours of juices in different varieties. Overall, Orchy orange juice establishes
in 1955. It is proven to be a very refreshing squeezed juice. This is the first orange juice that
was available from chilled cabinet. This product is easily affordable and tastier for the
consumers (Ambat & et.al, (2017, November)). The main target market of the company is to
attract lower middle-class families. A target market plan is very important for the company to
set their sale revenue at the end of the year. Along with that it makes the company popular
and enhances their brand image. Besides, another market plan of the company is to provide a
nutritional and healthy drink which people feel energetic and satisfied from. Orchy produces
orange juice and fruit juice smoothies. Furthermore, this report will focus on the market plan
through which they promote their brand across the many cities and countries. Along with that
company target is to achieve the customer satisfaction and plans. Orchy Orange Juice
company is the leading company in Australia. It is the one of the juice brands in the city. The
main aim of the target market is to appeal to the customer attraction by providing the best
quality of juice which is healthy and safe for the customers. Along with that Orchy Orange
juice company should also take some new marketing plans to enhance their business.
Positioning Strategy
Positioning Strategy
Positioning strategies is extremely helpful to define the actual company strategies in relation
to company positioning (Armstrong & et.al, (2015)). The Orchy company is providing real
tastes of juices in different flavours. Furthermore, basically positioning strategy means when
a company adopts key elements to concentrate on a particular area. These factors or elements
of the company helps to compete with the competitors. Like there are several positioning
strategies which assist companys to make target plan such as pricing, quality, flexibility,
innovation strategy. These are the positioning strategies which helps Orchy orange juice firm
to compete with their rival firms POD and POS.
Pricing positioning strategy: before making its own pricing policies the company should
measure the pricing strategies of their competitors. Orchy orange juice company should set
prices on the basis of their competitor’s price. It helps to retain the existing customers and
attract more potential customers (Jackson & Ahuja, V. (2016)).

Quality Positioning strategy: This is the most important positioning strategies for juice
companies. Many of the companies provide the best quality of juices to customers. Smart and
leading companies choose to focus on the quality factor to beat the rival firms and maintain
their good marketing positioning and image.
Positioning Attributes
Product attributes makes product or services complete and provides finished products. It
includes colour, size, product appeal and acceptance. Orchy has high quality ingredients and
taste flavours through which they get expansion opportunitys in the future. The best product
quality of the company is quality and product designing which attracts customers towards the
Orchy Orange Juice. Along with that this product attributes makes its company brand
increasingly more popular and sustainable (Kraak & et.al, (2017)). This is the strength if the
company will give future expansion strategies (Positioning Map of Juice industries. 2012).
Red bull is the biggest competitor of Orchy food drink. It is famous Australian brand
that gives huge competition to cited firm. Berry and Just Juice has high market share and they
are the biggest competitor of Orchy. People are well aware with these companies and their
products. Prices of products are high as compare to other brand. On other hand daily juice
provides products at lower cost.
Illustration 1: competitors of Orchy
Source: (Fruit juice brands fighting for shrinking market (except for trend-buster
Nudie),2016)

Positioning Map/s
Illustration 2: positioning map
Source: Bevco, 2017
Marketing Mix Strategies
Product
Orchy Orange juice company provides different flavours of juice and smoothie to their
customers. It provides customer satisfaction through their quality of flavours, while their
juices and healthy drinks are very beneficial for the customers health. It is also beneficial for
the old age people. Orchy Orange juice company makes healthy juices and soft drinks for
Australians and get maximum satisfaction level. It gives higher level of nutrition and calcium
to the human body (Mariotti & Glackin, C. (2014)). Besides, another benefit of the product is
their packaging product designs which looks hygienic and pure. Overall, it makes customer
energetic and refreshing. Along with that company also provide juice and smoothies at
reasonable prices and easily available in the general store department. Customer can easily

get Orchy Orange juice from anywhere. Besides, another most attractive benefit is that they
don’t need to kept in refrigerator customer can kept on the shelf.
Orchy Orange Juice company product offered in the form of containers mostly in the family
size. For the customer ease they make different sizes and packaging styles. They used the
best material to pack the juice and drinks they used best quality of plastic and ingredients to
make customer happy and satisfied. Company should make product attractive and impressive
in from of the customers. Overall, product packaging and product labelling decides the
customer purchasing decision in terms of purchasing any products. Besides, company needs
to adopt the latest technologies and products strategies to make product more attractive and
innovative for the company profit revenue. Orchy Orange Juice company is the oldest juice
company which provides quality of juice to their customers. The best labelling strategy will
attract large number of customers (Mintz & et.al, (2016)).
Augmentation of the product is very much needed in current times. These augmented
attributes enhance the customer faith and loyalty against the company. Augmentation of
products are those which is not tangible and company has to give some additional benefits to
their customers to attract the more buyers. Like Orchy Orange Juice company provides
customer services in the form of home delivery and it makes product more valuable, this
attributes helps company to enhance the brand value in the market. This will help company to
enhance the future expansion. Besides, Orchy Orange Juice company also provides additional
services for the customers such as exchange, free home delivery, discounts, offers etc. these
all are the product augmentation which is necessary for the company to avail for their
customers (Mullin, Hardy, & Sutton, W. (2014)).
Defining the product attributes
New Product Attributes Resulting Consumer Benefit
 Quality
 Product design and
packaging
 Consumer gets healthy and
safe drink
 Consumer attracts from the
packaging and satisfied with the
product.
 Consumer feels happy and
healthy from the product.

Price
Pricing strategies are the most potential strategies for the company to make new customers.
Company should adopt some pricing strategies to make product attractive and innovative.
Customer decision making process is very much measurable on the basis of price, quality and
other different attributes. One major attribute is price. Buyer always consider price on the top
of the list and if they get some better product at low price they switch the company
(Sinapuelas, Wang, & Bohlmann, (2015)). If there is homogeneous market company should
make price constant according to the customer demand and according to the competitors
price. Besides, if market is monopoly the pricing is based on company choice. Orchy Orange
Juice company is in homogeneous market where many more companies also sell juice and
smoothie such as POS and POD. Generally there are two types of pricing strategies market
penetration and market skimming. Market skimming price strategy is when company launch
new product or services they set their price high. On the other side penetration price strategy
will reduce the price to attract more new customers' ad buyers. The main objective of
marketing plan of Orchy Orange Juice company to attract number of customers for that they
need to adopt price penetration pricing strategies to attract byers (Westwood, (2016)).
Promotion
Promotional strategies are the most significant step to move upwards or maintain the strong
position in the market. Promotional strategies are the key essential marketing tool to promote
the product and services it makes overall good changes for the company. Promotion is the
combination of communication through which customer get all knowledge about the
company, besides, promotion is very significant for the organisations to enhance public
awareness and attraction. Orchy Orange Juice company needs to make innovative
promotional plan to attract large number of customers which attracts number of customers
and selling profit (Mintz & et.al, (2016)). Business marketing plan main objective is to get
promote product in the market in the best methods which is more compatible and innovative
for the marketers. It makes new products and services ion the basis of customers needs and
wants. Orchy Orange Juice company should adopt different promotion strategies through
which they launch their products in the market, through personal selling, advertising, social
media platform etc. nowadays the best method for promotion is social media marketing
through which company can reach global customers all over the world. Without promotional
activity people does not get the any information about new product and services. Besides,
customer always get attractive from innovative ideas and some tag line. Through which they
connect themselves with the company and curious for the product and services. There are
some promotional strategies to attract the number of customers (Mintz & et.al, (2016)).
Advertising: advertising is the foremost promotion activity through which customer get
knowledge about the new product and services. It helps to create product awareness in the
market. The main aim of this strategy is to attract the customer attraction towards the
organisation products. Orchy Orange Juice company can adopt some advertising mode such
as radio, TV, magazine, print media, journals. Company also can adopt outdoor advertising

method and make posters, banners ads to attract buyers attraction (Ambat & et.al, (2017,
November)).
Public Relations: It is the second promotion activity which helps to maintain the good
relation between company and customers. Good public response also helps to retain the
customers with the company as long term. Positive company behaviour and response gives
higher level of satisfaction and make new public image. This process helps to minimise the
risk factor among customers (Mariotti & Glackin, C. (2014)).
Personal Selling: personal selling is the effective promotion activity through which company
can make direct contact with the customers and explain better about the services. Overall it
makes healthy environment in the company. For that company needs trained there staff in
better manner to attained customers and solve their query in effective manner.
Sponsorship: it is the other promotion activity in marketing process. Large companies
sponsor the brands to promote their itself services or products. Orchy Orange company also
sponsor any brand to promote their own services or juice among the competitive market.
Overall it makes company image and brand awareness among the customers.
Promotion activities are the most important process for the company to make brand
effective and challenging. It also helps to make market position in the market against other
competitors. Besides, Orange company should adopt the best innovative promotion activity to
promote their brand and make competitive market. Company distribution channel must be
simpler and approachable for the buyers. For juice companies they need to open their stores
in most of the places where customer is higher in most crowded places (Mullin, Hardy, &
Sutton, W. (2014)).
Place
Place plays a very important role in the marketing plan. Company should select those areas
and places which helps company to make more customer reach overall it makes new changes
and market position for the company betterment. Place must be according to the customer
benefits so that they can easily purchase Juice and smoothie. For that company needs to
provide their services in all super markets and shops so that customer get it in the easiest
ways. Place must approach customer towards the company products. Besides, on the basis of
company prospective location must be where they can get all necessary ingredients and raw
material so it helps to minimise the additional cost of the company. Overall company also try
to minimise its transportation cost usually company adopt intensive distribution for low price
products (Mullin, Hardy, & Sutton, W. (2014)). Product place must be according to the
customer reach. Place helps company to attract more new customers and enhance the sales of
the company. More stores and more company reach will help to grab more new customers.
Place is the most important element of marketing mix which help to enhance the product
reach and company sells.
Example of distribution model

Distribution channel involves many mediators and players, it is very complex process and
includes distributors, jobbers, brokers, wholesaler.
Evaluation and Control
This evaluation process is the most important crucial process of the company which helps
company to makes new corrective plans and strategies. This controlling process company
determine their actual performance out off desired performance. It is the active process which
helps company to motivate employees and customers to tackle the needed changes
(Westwood, (2016)). This check the company effectiveness process to implement the all
changes and requirement of the company. This evaluation process help cited form to take
new business plans and product plans to enhance the company performance and brand
management. It helps to control the along with that company also make new changes and
performance, Orchy orange juice company also needs to motivate their employees for better
productive level which helps them to motivate activators. Along with that management of the
company should also take corrective action in order to ensure proper implementation plans.
At the time when company implement marketing mix plan into action, they need to follow up
properly in order to achieve the final objectives. Marketing plan is the most important plan of
the company. It makes product popular and effective in the market. Company needs to
measure the performance level of marketing manager and motivate them for the better
performance (Westwood, (2016)).
EVALUATION OF Orchy Orange Juice Company GOAL/OBJECTIVE
Objective Metric Timing Responsibilit
y
Get
customer
attraction
Needs and
wants
02/03/18 Customer
satisfaction
Earn Quality of 03/04/18 Try to

maximu
m profit
revenue.
Juice to
attract
customer
attraction
and
promote
higher
sales.
promote
product sell.
Implementation & Schedule
Gantt chart is all about the function area which company going to be perform in coming year
in order to get company objectives. Gantt chart is very much helpful for the company to
adopt new changes and implement the plans in effective manner in which they describe the
company function and plans which is going to be perform in the year, in Gantt chart is the
effective tool to promote services and helps company to divide the task and objectives with
time limits in which manager defines employees roles and responsibilities to accomplish the
overall objective of the company (Ambat & et.al, (2017, November)). Overall. Juice
company make their own Gantt chart on the basis of their objectives and goals. Along with
that company also get help from Gantt chart to measure the individual Performance of the
employees towards their task. This process makes task easier. This also helps to identify the
most important task and their prioritise as well. So that employees known about their
foremost task and objectives, manager of the company make Gantt charts in the form of
graph in which all things have mentioned as per the company objectives. This helps company
to make proper planning and execute the plan in more effective and in efficient manner. This
increase the productivity level of the company (Mariotti & Glackin, C. (2014)).
Gantt Chart

Conclusions and Recommendations
On the basis of above discussion it can be concluded that marketing mix plan is the foremost
function of the company in order to make new changes and process of the company.
Marketing mix is the functional activity which helps company to promote their product and
services in the market. It also helps to make public image and brand image of the company.
Furthermore, it was discussed about the different elements of marketing mix such as place,
promotion, price (Sinapuelas, Wang, & Bohlmann, (2015).). People and physical evidence.
They discussed in detail that how they all are helps company to make customer happy and
satisfied these marketing process is the positive process in order to achieve the customer
satisfaction. Furthermore, it explained the different promotional and pricing strategies which
helps company to make new corrective plans. Furthermore, it also helps company to
explanation further expansion and achieve higher level of profit revenue. It makes company
brand image popular and attractive. Orchy Orange juice company has provided different
flavours of juice, for that they need to adopt profitable marketing mix plans, along with that
company also adopt effective pricing strategies to compete with the competitors in the highly
dynamic environment. Pricing strategies are the most important strategies which decides the
product image in the market. It also gets influenced by many factors.

Reference List
Ambat, L. M. C., & et.al,(2017, November). A Study on Designing a Marketing Plan
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marketing mix. Journal of Direct, Data and Digital Marketing Practice. 17(3). 170-186.
Kraak, V. I., & et.al, (2017). A novel marketing mix and choice architecture framework
to nudge restaurant customers toward healthy food environments to reduce obesity in the
United States. Obesity Reviews. 18(8). 852-868.
Mariotti, S., & Glackin, C. (2014). Entrepreneurship and small business management.
Pearson Higher Ed.
Mintz, O., & et.al, (2016). Metric Effectiveness and Use in Marketing-Mix Decisions:
Correcting for Endogenous Selection Effects and Ex-Ante Expectations. Working paper.
Mullin, B. J., Hardy, S., & Sutton, W. (2014). Sport Marketing 4th Edition. Human
Kinetics.
Noori, B. (2015). Developing a CBR system for marketing mix planning and weighting
method selection using fuzzy AHP. Applied Artificial Intelligence, 29(1), 1-32.
Sinapuelas, I. C. S., Wang, H. M. D., & Bohlmann, J. D. (2015). The interplay of
innovation, brand, and marketing mix variables in line extensions. Journal of the Academy of
Marketing Science. 43(5). 558-573.
Westwood, J. (2016). How to write a marketing plan. Kogan Page Publishers.
Online References
[Online] Positioning Map of Juice industries. 2012 Available through:
<https://www.slideshare.net/christianhoeller/smoothie-and-juice-bar-business-plan>.
Bevco, 2017, [Online]. Availablethrough <http://www.businessworld-magazine.com/business-world-magazine/business-
world-canada-february-issue/bevco/>]
Fruit juice brands fighting for shrinking market (except for trend-buster Nudie),2016. [Online].
Availablethrough <http://www.roymorgan.com/findings/7023-fruit-juice-brands-fighting-for-shrinking-market-except-nudie-
201610250954>