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

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.