Marketing Planning and Segmentation for Splash Soft Drink Company

Principles of Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK ..............................................................................................................................................4
SECTION 1 – Environment of Marketing and Process Planning ...................................................4
Examine the factors of the marketing planning process and define the marketing context for
the new soft drink product, with specific reference to the role or the importance of adopting a
marketing orientation and its application to the business...........................................................4
Carry out a brief environmental audit in the form of a PESTEL analysis for the new soft drink
product ensuring that you detail specific market related facts that are fully referenced.
Additionally, you should highlight relevant micro-environmental factors such as dominant
competitors in the industry and recent competitor activity. ......................................................6
Define the Marketing mix 7Ps and explain how the extended marketing mix contribute to the
effect ...........................................................................................................................................7
SECTION 2 – Segmentation. Targetting and Positioning .......................................................8
Classify how the market for the new soft drink product might be segmented for consumer
(B2C) and business (B2B) markets. To what extent do the approaches difference between
B2C and B2B segmentation ?.....................................................................................................8
Define the targetting manners which can be utilized for the B2C market and define the new
target for the latest production within the pointers of the characteristics including
demographics, benefit, behavioural and lifestyle?......................................................................9
Demonstrate the terminology of 'Positioning' and suggest how the new soft drink by-product
would be positioned in the brains of the target market. .............................................................9
SECTION- 3 Analysis of Marketing Mix .....................................................................................10
Utilizing the format of table below of creativity design and the describing the 7Ps of
marketing mix for the mentioned soft drink based on the target marketplace .........................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is considered as commercial activity performed by a company to promote the
sell and Purchase of goods and services. It involves promotion, advertisement and delivering of
products from manufacturer to potential consumers. It aims to maximise the needs and demand
of the consumer and earn higher profit from that services. It is an effort made by the company to
satisfy the market demand and expand the business in the international market. The business
world is complex and dynamic. The advancement of technology and innovation has increased the
effort of new businesses and required the marketing technique to promote the goods and services
by using the most effective tool of marketing (Baliga, Chawla and Kumar, 2021). This report
will cover fundamental strategies that are adopted by soft drink organisation to introduce their
soft drinks in the market. The name of the chosen soft drink organisation is Splash. The
organisation has made all the necessary arrangements to promote varieties of soft drink in the
UK market. Further, this report will analyse the effective marketing plan that will enhance the
scope of their product. It includes PESTLE analyses , 7Ps of marketing mix and procedure for
B2B and B2C marketplaces.
TASK
SECTION 1 – Environment of Marketing and Process Planning
Examine the factors of the marketing planning process and define the marketing context for the
new soft drink product, with specific reference to the role or the importance of adopting a
marketing orientation and its application to the business.
The marketing planing is a continuos process to survive in the competitive market. These
plans heps to analyse the market trends and need of the consumer to gains competitive
advantages to minimise profit. The procedure of marketing begins from conversion of raw
material into finished product and reach it to the end user of that product. In context to Splash,
soft drink organisation, they are required to overview the following factors to promote their
product in the competitive market.
These factors are discussed in details below:
 Research and development of product: In order to analyse the market trend, the
research has been conducted to examine the taste and expectation of ultimate consumer
(Bonaparte, 2019). It helps the soft drink organisation to understand the human behaviour

and taste and produce the gods and services accordingly. It is very complex procedure
and required expert knowledge to gain different prospective of individual. The marketing
planning can be easily made with the help of analysation made through such and help to
evaluate the research. Therefore, it is very useful for the splash, to conduct the research
and development to analyse the market.
 Competition: The marketing plan is made to ascertain the competition in the market.
With emergence of globalisation and industrialization, the competition is heavily
increased in the market due to which difficulties has been faced by the new companies.
Therefore, the soft drink company splash is required to make effective plans to deal with
the stiff competition in the market. This factor is highly influenced the potential
consumers to make purchase of product.
 Finances: It is one of the most important factor that every organisation must properly
managed in order to smoothly operate their business. It is used to deal with uncertain and
dynamic business situation to survive easily (Chandra and Hamato, 2022). Finance is the
most important asset for any organisation and can be used for expansion of the business.
It is important for splash organisation to use their funds in the most effective manner to
avoid its misuse. They can easily use these funds in promoting , advertising and raising
their capital to diversify their business.
 Location: It is another important factor that helps to make effective plan. In order to
establish a company, the place is the most crucial elements that ensure the success of an
organisation. It helps to target the new consumers and availability of resource to procure
the new product in the market. In relation to Splash, a soft drink organisation, can
establish their business in the urban areas to meet the demand of its consumers.
 Structured policies: This factor is examined as the most crucial for positioning in the
marketplace. The structural plan and policies increases the large base of consumers by
providing effective assistance to the organisation. These plans provides the direction to
the splash organisation to reach the product through various mechanism and channels
who are supplying these product to the end user such as restaurants and cafe.
 Position of brand: this approach is used to meet the goal of an organisation and effective
marketing plans ensure brand loyalty and goodwill in the market. Branding of products
helps to attract the large base of Client and attention of the potential consumers. In