Marketing Planning and Segmentation for New Soft Drink Product by Purity Soft Drinks Ltd

This report discusses the marketing planning process, PESTLE analysis, extended marketing mix 7Ps, segmentation strategies, targeting approaches, and positioning for a new soft drink product by Purity Soft Drinks Ltd. It outlines the steps involved in marketing planning, carries out a brief environment audit using PESTLE analysis, and explains how the extended marketing mix 7Ps contributes to effective marketing planning. It also explains how the market for the new soft drink product might be segmented for customers and venture markets, discusses targeting approaches that can be utilized for B2C market, and explains what is meant by term positioning and suggests how the new product would be positioned in the target market mind. Finally, it designs an extended 7Ps marketing mix for the new soft drink based on the target market.

PRINCIPLE OF
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
SECTION 1......................................................................................................................................3
A- Components of marketing planning and marketing context .................................................3
B- Carrying out brief environment audit in term of a PESTLE analysis for new soft drink
product........................................................................................................................................5
C- Outlining the extended marketing mix 7Ps and explaining how it contributes to effective
marketing planning.....................................................................................................................6
SECTION 2......................................................................................................................................7
A- Explaining how market for new soft drink product might be segmented for customers and
venture markets...........................................................................................................................7
B- Discussing targetting approaches that can be utilized for B2C market and primarily target
with item.....................................................................................................................................7
C- Explaining what is the meant by term positioning and suggesting how new product would
be positioned in the target market mind......................................................................................8
SECTION 3......................................................................................................................................8
Designing as extended 7ps marketing mix for new soft drink based on target market..............8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is considered as strategic and useful elements that marketer utilized in the context
of varied companies, whether they are public or private, for varied reasons (Bala and Verma,
2018). The most essential reason behind utilizing the current element is brand image and
promotion, which marketer is able to do that appropriately. The current assessment will be based
on Purity soft Drinks Ltd, which falls under the category of leading food and beverage
organizations in the UK. The study will explain elements of marketing planning procedure and
outline the same in new soft drink product context. It will also define the role of adopting a
marketing orientation, environmental analysis by using PESTLE and extended marketing mix
7ps contribute to effective promotion planning. The report will justify how market for new soft
drink item might be segmented for customers and venture markets. It will also specify to what
extent do methods differ between B2B and B2C segmentation. Furthermore, the report will
define the targeting approaches, positioning and recommendations. Lastly, the study will clarify
marketing mix analysis in the context of new soft drink.
SECTION 1
A- Components of marketing planning and marketing context
Marketing planning process
Marketing planning process comprise of various steps such as:
Scanning the marketing environment
This is the first step and its purpose is to identify the favorable and unfavorable factors in
the external environment (Richardson, 2019). By analyzing the marketing environment, Purity
Soft Drinks will be able to identify the opportunities available for bringing the new soft drink in
the market.
Internal scanning
At this step, Purity soft drinks will be required to assess its strengths and weaknesses.
This step of planning process will help the chosen soft drinks manufacturer to identify its core
competencies. In this way, it will be able to draft a plan for tapping the opportunities related to
launching the new soft drink in US.
Setting marketing objectives

This component of marketing planning process is carried out with the purpose of
providing direction to the business regarding launching of the new soft drink in US. The
objectives of Purity soft drinks are:
 To gain 30 percent market share in the industry in US To increase profit by 10 percent in the coming 2 years
Formulating marketing strategy
This is the core component of the marketing planning process (Heinze, 2021). Marketing
strategy for Purity soft drinks will comprises of various steps taken to launching the new soft
drink in US. This will include planning about the various marketing activities that will be
undertaken by Purity soft drinks to introduce the new soft drink in US.
Developing functional plans
After the formulation of marketing strategy, the next step is to elaborate it into detailed
plans (Lisna, Pivavar and Ponomarenko, 2018). These plans will be aligned with the marketing
objectives of Purity Soft Drinks.
Context of marketing
The new soft drink will be introduced by Purity soft drink in US. It will be a healthy
drink as the it will comprise of juice of fruits such as Kiwi, Water melon, Oranges and grapes.
The drink will target audience in the age group 16 to 45 years as it will be preferable to all the
people of both the genders. Children, youngsters as well as adults will be the target audience.
Role and importance of marketing orientation
Marketing orientation refers to conducting market research to determine the immediate
needs of the consumers. It is a customer centered approach that plays an important role in
designing the products according to the customer needs (Smaliukienė and Petrauskaitė, 2018).
Currently, there has been a growing concern among consumers regarding health and cutting
down on sugar content. They are also concerned about the negative impacts of human activities
on environment. Both these concerns have made them develop a positive attitude towards
healthy products that are available in environmental friendly packaging. Therefore, Purity soft
drinks will introduce the new product which is a mixed fruit juice and does not contain any
added sugars. The product will be available in a Recyclable packaging. This is in alignment with
the needs of the consumers who have now become increasingly health conscious.

B- Carrying out brief environment audit in term of a PESTLE analysis for new soft drink
product.
External environmental analysis refers to procedure of determining factors that put direct
impact on new soft drink product may launch by firm (Bansal and Singh, 2021). It may also
assure management that they detail particular market related facts that are totally evidenced. This
process also helps to specify appropriate micro environmental factors such current competitor
activity and dominant rivals. There are different types of models available in the business world
that applied in the organizational context. In case of Purity Soft Drinks LTD, PESTLE analysis
model is applied, which encompasses several factors that put direct or indirect impact on new
product and these are;
Political factor-
Political stability, trade policy, tax rate and other political factors may put impact on new
soft drink item in positive manner in term of providing chance to become customers favourite
drink in the world (PESTEL Analysis, 2022). Each factor may in favour of new item which
organization tend to sell in the market for purpose of achieving aims and objectives.
Economic factor-
Economic growth in the United State, may stable and the rate of this factor is increase
more than the last few years, because of disposable income and other forces. It may affect new
soft drink product positively in term of generating revenue and increasing demand for sales, then
the other soft drinks that may available in the market.
Social factor-
Current market trends, customer buying behaviour, interest, lifestyle and other terms that
cover in social factor impact positively (de Sousa and Castañeda-Ayarza, 2022). It may drive the
attention of management toward considering the requirement of target audience and adding value
within new soft drink items accordingly. It may contribute to increase the demand for this
product in the market and enable firm to take pleasure of increasing sales.
Technology factor-
Technology advancement may put positive impact on new soft drink item in form of
generating excellent awareness related to the same, for which marketer may utilize the best
marketing tools such as social media advertising. With advanced marketing technologies and

systems, Purity Soft drinks Ltd may take pleasure of gaining potential customers' attention which
help to build wide consumer base.
Legal factor-
Changes related to regulatory frameworks, such as laws, regulations and rules may put
negative impact on new product which falls under the category of soft drinks that Purity soft
Drinks may seek to introduce in the market. It may affect negatively in term of increasing
pressure to manufacture drink by following new guidelines related to Food & Beverages.
Environmental factor-
The current factor may put adverse impact on new soft drink product in the market, in
term of creating issues to pack products and sell the same by following and conducting corporate
social responsibility (CSR) practices. As firm may sell its items in glass bottles and plastic as
well, which might impact negatively upon environment while recycling the same things.
Dominant competitors in sector-
In the Food & Beverage industry, there are number of organizations operating in the
market, among which some of them are dominant rivals of Purity Soft Drinks ltd, such as Lovely
drinks, Vimto, Hartridges Limited and Alfresco Drink LTD (Purity Soft Drinks, 2022). The
chosen company may always tend to give tough competition to its rivals, which is quite essential
for them to do that strategically.
Recent rival activity-
Lovely Drinks is one of those Purity Soft Drinks Ltd competitors who may conduct
strategic activity in term of launching bottling service and new product development as well
(Lovely Drinks launches New Product Development and bottling service, 2020). It may enable
firm to gain competitive advantages, which is not suitable for chosen company growth and
success context. As it may lead to increase extent to which competitive environment put impact
on new item.
C- Outlining the extended marketing mix 7Ps and explaining how it contributes to effective
marketing planning.
It is quite essential to build excellent and coordinative marketing mix, as it may help to
reach desire results to management when they may utilize or take each element of this model into
consideration. Product, price, promotion, place, process, physical evidence and people are the
7Ps of marketing mix. Purity Soft Drinks Ltd may apply these components in appropriate

manner which enable firm to gain competitive benefits and successfully introduce its new soft
drink product in the US market where growth factors are accessible in bulk. It is fact that by
building a strong marketing mix, organization may take pleasure of managing and controlling
varied activities related to differ operations such as pricing, marketing, production, etc.
SECTION 2
A- Explaining how market for new soft drink product might be segmented for customers and
venture markets.
Purity Soft Drinks LTD, may segment consumer and business market for new soft drinks
product in term of using different effective segmentation strategies. It may take initiative to
market product for Business to customer markets as consumers in form of using key approach
and that is demographic which is suitable in case of product that chosen firm plan to introduce in
the US market. Furthermore, to market for new soft drink item organization may be segmented
for business market in form of using other tactic behavioural segmentation strategy.
At high extent both strategies or approaches are quite different from each other as it may
also make difference between B2B and B2C segmentation (Methods of Segmentation for B2B,
2022). For business to consumer, organization prefer to utilize demographic, which drive its
attention toward targetting customers on the bases of considering their age, gender, income,
ethnicity, occupation and religion. On the other hand, in the context of business to business, it
may approach to utilize behavioural segmentation approach which make difference between B2C
and B2B. It is important for company to study the behaviour of businesses whom with which it
may plan to work, and it may become the biggest reason to utilize the current tactic. It may drive
its attention toward considering purchase attribute, customer loyalty, and other terms.
B- Discussing targetting approaches that can be utilized for B2C market and primarily target
with item.
Purity Soft Drinks Ltd can utilize undifferentiated targetting strategy, which enable
marketer and management to focus on targetting all, either men's, women's or children's.
According to the chosen approach, they may plan to offer new soft drink to everyone, from age
16 to 45, because of having health things in that (Nadube and Didia, 2018). It may put positive
impact on B2C market in form of driving their attention toward purchasing item from available
location, where they may reach easily. Organization would usually target with this new item in

form of considering key features including benefit, demographics, behavioural and lifestyles. All
these are those characteristics that enable firm to target people on the bases of varied elements
that help to achieve the aim and objectives. Firm may take approach to consider behaviour of
target market and lifestyle they prefer to follow, which enable management to manufacture and
introduce drink accordingly.
C- Explaining what is the meant by term positioning and suggesting how new product would be
positioned in the target market mind.
In the world of marketing, positioning term refers to place that a company, whether it is
small or large occupies in the mind of target people whom they want to sell a product or service
appropriately (Ismail, 2021). It may drive the attention an organization toward setting strong
brand image in the mind of individual buyer that help to retain them and enable to conduct word
of mouth promotion.
In the context of new soft drink product, Purity soft drinks would position its item in the
mind of target market by developing and using unique selling point. Furthermore, they would
also utilize social media marketing strategy, which enable to set strong image in the mind of
people, who tend to purchase and consume those soft drinks that impact positively upon their
health and do not include any preservatives that impact negatively in any form. By using this tool
firm will build an image that customers utilize while taking decisions. It may utilize the same to
promote product via slogan or any other statement that marketer may prepare to advertise new
drink in the market, US. In the recent time, social media is one of the best source that companies
used to influence people and gain their attention toward purchasing an product or using services
that they plan to offer to them, after considering their needs and requirements also.
SECTION 3
Designing as extended 7ps marketing mix for new soft drink based on target market.
Marketing mix is the best and most effective strategic model that utilized in the corporate
world and applied in the context of varied organizations. The purpose of using and applying this
concept is to build strong brand or product image in the market, which enable organization to
gain the attention of new potential customers and give excellent reason to existing stay for
longer, for purpose of obtaining unpredictable outcomes (Importance of Marketing Mix, 2022).
7ps marketing mix New soft drink product

Product The current element of marketing mix may
drive the attention of company toward gaining
attention of all, in form of producing new soft
drink product according to trend and people
requirement. It is fact that it plays significant
role in form of increasing profitability and
sales related to goods that firm plan to offer to
consumers, in which they may add more value
by adopting and using key strategies. It may
add natural ingredients, while preparing soft
drink for people, who purchase the same.
Place It may drive the attention of administration
toward deciding and selecting a specific
location in the US market that help to achieve
aim. It may allow them to give tough
competition to their rivalry organizations, who
also sell soft drinks to people on the bases of
their need and manufacture the same in term of
considering the trends. While using this7
element of model, it is quite essential for Purity
Soft Drinks to apply or develop a strategy
which it may utilize to make new product
valuable and worth it for each and every
stakeholder. By establishing own outlet, it may
satisfy people and make purchase quite easier
for them too.
Price On the bases of target market and
environmental factors, firm can take right
decision such as utilization of cost plus pricing
strategy. The utilization of current tactic may

allow Purity Soft Drinks LTD, to take pleasure
of using few resources that help to produce and
sell drink in the market, instead of using assets
in bulk that consume time and costly as well. It
is fact that cost plus pricing strategy may
provide full cost coverage to firm and also a
consistent rate of return, which may not be
possible for company to obtain by using other
strategies related to product price.
Promotion The formulated of appropriate marketing plan
may contribute to make effective and
influencing brand image. Organization may
utilize that to achieve target aims and
objectives, which is not that easy for any
company to do that because of required
resources (What is the Importance of
Marketing Mix and why are the 4 P’s
important, 2022). By using social media
marketing channels along with traditional
advertising approaches, management may take
pleasure of increasing profits and generating
the same appropriately. It may attract
customers from international level and also
give reason to existing buyers to retain with
purchase of quality products offer by the Purity
Soft drinks Ltd.
People It is important for management to hire and
select skilled people in the US market because
of introducing new soft drink, which new
target market prefer to purchase (The 7Ps of

The Marketing Mix: Streamline Strategy,
2022). With skilled and talented people, firm
can take approach to achieve target aim and
objectives as well, which require some
valuable and beneficial resources like human
resource. They utilize the skills and
competencies of employees in form of
enhancing customer satisfaction level, even
better than the same when they stick with
purchase of other brand soft drink product. It
may contribute to increase sales and
operational productivity as well as efficiency.
Physical evidence It is also important for Purity Soft Drinks LTD,
to show its physical existence in the US
market, for purpose of awaring people about
what product it may plan to introduce in the
market (How to use the 7Ps Marketing Mix,
2022). For purpose of physical evidence,
organization and its management may take
initiative to utilize billboard, holding, and
websites, which assure people that firm is
existed and its commitment will be completed
in form of introducing new soft drink item. It is
necessary for them to use each element in
appropriate manner.
Process In order to reach desire outcomes, firm may
plan to conduct and follow the appropriate
process of supply chain, which enable
management to supply and deliver goods to
individual buyer on time as per their need and

requirement. With good suppliers, organization
may build strong and wide supply chain or
network through it may take pleasure of
building wide customer base, that is not easy
for any organization to do that appropriately.
CONCLUSION
On the basis of above discussion, it has been concluded that utilization of marketing mix,
PESTLE and other strategic frameworks has enabled organization to introduce new soft drink
product in the US market, where it has grows rapidly. The implication of appropriate approaches
and techniques has allowed management to increase profitability and take pleasure of similar
thing for long time duration. Furthermore, by summing up above analysis, it has been
summarized that positioning, segmentation and targetting tactics has in turn provide desire
outcomes to management as they had taken pleasure of increasing customer base and building
excellent brand image which is beneficial for longer time period success of venture.

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