Marketing Strategy and Plan for Desklib

This article discusses the marketing strategy and plan for Desklib, an online library for study material. It covers the impact of related elements in the marketing mix, environmental impact on marketing mix, and more. The article also includes information on the target population, pricing strategy, and promotion techniques. The content is relevant for students and professionals looking to understand marketing strategies for online libraries.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the Student
Name of the University
Author’s Note

1
MARKETING STRATEGY AND PLAN
Task 1.1
Marketing Mix Variation Impact of Related Elements in the
Marketing Mix
Promotion – The company should focus
on their digital promotion for this
particular product. Digital advertising will
incorporate the social media marketing
using social networks. Online, SMS and
email marketing in digital marketing
process will be beneficial in the
technologically advanced target market.
Public relation on the other hand will be
maintained using review and feedback
system enabled in their social
networking and company web pages as
well as through email and SMS platforms
(Tiago & Veríssimo, 2014). Sales
promotions on the other hand will be
provided to the customers making bulk
purchases, which will increase the sales
of the company. Lastly, content
marketing is also recommended for
updating the customers about the
product being delivered. Traditional
marketing on the other hand will include
Increased promotion cost of the
product will require the company to
select premium pricing for the products
to increase generated revenue.
Moreover, the promotion will address
the greater section of society, which will
require them to make the product
available around the nation. Premium
pricing, will again require the company
to produce and deliver best quality
products to the customers for gaining
customer loyalty and value proposition
(Khan, 2014). Sales promotion on bulk
purchase will again requires the
company provide high-level production
for meeting the sales and demand of
the customers.
As a way of securing new customers in
the competitive industry, the firm can
decide to apply the policy of price
leadership. However, it is important to
note in this case that the operational

2
MARKETING STRATEGY AND PLAN
banners and posters for making
customers aware of their presence.
cost may be higher due to the fact the
cost of production will be high.
Pricing – Pricing strategy required on
the other hand is premium pricing.
Companies using this strategy price their
product higher compared to their
competitors in the market to attract the
customers’ attention and position
themselves as high quality product
distributors (Pantelous & Passalidou,
2015).
Research indicates that premium pricing
can be challenging, as it requires a
company to hold high reputability in the
industry. In this case, it becomes
challenging and conflicting because the
companies who use normal pricing are
able to maximize sales and hence higher
revenue. It therefore implies that the
revenue is likely to low due to the fact
that company will be covering a small
target market. For Fruco to overcome
such circumstances, it will engage in
producing a cross cutting brands of
energy drinks to cover both the high end/
Premium pricing strategy selected for
the product will help the company
positioning themselves as high quality
product distributor. This will help
attracting the upper and middle class
population towards their brand.
Moreover, this will help them
distributing the product through
supermarket chains that are prevalent
around the nation (Leonidou, Katsikeas
& Morgan, 2013). However, premium
pricing requires the company to
develop high quality products to satisfy
the perceived value of the same. The
internal factors such as automation
labor costs will be lower. Additionally,
There will be an app that customers
could use to earn points on every
purchase, this will result in customer’s
interest with the product and increase
the sale.
On the other hand, the Frucor’s ability
to diversify by producing other brands

3
MARKETING STRATEGY AND PLAN
premium market and the normal
consumers. In this way, the company is
able to maximize profits as well as
revenue.
that cater for the low-income class will
also help it in maximizing sales and
revenue. Basing on the fact that the
low income class is of a higher
percentage as compared to the high
and middle class, the company expects
to attain a higher market percentage if
and only if it considers covering all
classes of clients/ customers.
Task 1.2
Environmental
Factor
Impact on Marketing Mix
Promotion
Impact on Marketing Mix
Pricing
Social Social factors of the target
population involves residents
using digital media and are
connected with in in every
aspects of their lives. This
creates opportunity for digital
marketing for the product.
Considering the social
aspect, the population, the
company must critically
analyse the demographic
information of the
Social factors such as
lifestyle of the target
population encourages them
to consume energy drinks.
However, contemporary
harmful energy drinks
available restricts them from
using the products. However,
premium pricing along with
high quality will enable the
company to enjoy sales in

4
MARKETING STRATEGY AND PLAN
community, which will in turn
lead to production according
to the tastes, and preference
of the community. Some of
the social factors include the
ethicinicty, the age group,
level of education of the
population, disposable
income, among others. As
Frucor intends to cover all
markets right from the tender
age to an older age, the firm
should focus on generation
identification in the types of
advertisements conducted.
According to Stats.govt.nz
(2018) generations tend to
develop their own identity.
This theory becomes
important and applicable to
the firm
the market.
The premium pricing may
also b applied in the social
aspect in cases where
individuals prefer high social
economic class. This can be
reffered to as snob effect and
Veblen effect, where
individuals consume a
particular good in order to be
identified with high social
classes. Economically, snob
and veblin effect are potential
factors that determine pricing
of particular commodities in a
community.
Economic Economic stability in the
country enabled the
population to enjoy
technological advancement
Median income of $959 is
moderate, which reflects
moderate purchasing power
of the customers

5
MARKETING STRATEGY AND PLAN
(archive.stats.govt.nz, 2018).
Moreover, a number of social
media and networking
channels are made available
to the population that will
potentially benefit the
company in promoting
through digital media.
(Stats.govt.nz, 2018). Hence,
premium pricing for energy
drinks for the population can
attain success in attracting
customers towards their
products.
Demographic Energy drink is consumable
for every age group.
However, high caffeine
content prescribes restriction
for the children. However,
the New Zealand
government has no such
restriction until date, which
enables the company to
promote for all age groups
(archive.stats.govt.nz, 2018).
It doesn’t matter whether the
customer is going a
professional or non-
professional job.
Premium pricing of the
products will make it
affordable to the middle to
high economic group of the
population. Moreover, the
affordability according to the
pricing strategy will restrict
not the earning population of
the country.
Demographical information
also determines the pricing
for example, the town people
are typically of high
socioeconomic class as
compared to the village
localities. This therefore
implies that the town pricing

6
MARKETING STRATEGY AND PLAN
should considerably be
higher as compared to the
rural areas. Moreover, the
cost of operation in town
areas are as well higher
which calls for a balance
between expenses and
revenue collected.
Cultural Energy drink entered in the
nation decades ago and is
incorporated by the
population. This makes it
easy for the company to
promote their products in the
market. However, it is
important to note that the
products/ the drinks do not
culturally violate the believe
of the population. Otherwise,
a negative response may
arise. Fortunately in this
case, the population is
already familiar with energy
drinks as it was introduced
earlier. t
New Zealand culture neither
promotes nor restricts the
population from consuming
energy drink. However, it
gained popularity in recent
decades. The premium
pricing considering the
popularity is justified
according to the market
demand.

7
MARKETING STRATEGY AND PLAN
Ethnic There is no ethnic substitute
products available in the
market. Hence, promotion of
the product is unlikely to face
ethnic threat. Unless for
cases of new competitors in
the it is expected that less
effort will be needed to get
the product dominate the
market. In other words,
formative adverts will
absolutely be effective.
There is no ethnic products
available in the market for
cheaper price, which enables
the company to enjoy
premium pricing in the
market.
Natural The population of New
Zealand is largely distributed
in the urban area, which
makes it easy for
implementing identified
promotional strategy to
address larger section of the
population
(Archive.stats.govt.nz, 2018).
Moreover, the product will be
promoted with
environmentally friendly
packaging.
Target population being
distributed in the urban areas
provides opportunity for the
company deploy premium
pricing considering the
affordability of the customers
(Archive.stats.govt.nz, 2018).

8
MARKETING STRATEGY AND PLAN
Political Political stability allows the
companies to conduct free
promotion and advertisement
around the nation. This
country has more regulation
to protect consumer interests
so that their interest keeps
becoming stronger. The
company will promote the
product as strictly non-
alcoholic drink. It is also vital
ascertain the possible source
of barriers in regard to the
government. The company
will for this reason follow all
the regulations set by the
government to avoid
inconviniences by the
government.
Political stability allows the
business to enjoy business
growth. However, the pricing
is to be in accordance with
the guideline laid in fair trade
and consumer guarantee act
(Legislation.govt.nz, 2018).
In addition, The politici
environment affect a lot in
beverage industry but it may
not affect us as we will
disclose all the ingredients
on the packaging and there
will be no concern about
health of people by the
government.
Legal Privacy law restricts
organizations to access
customer information without
their consent
(consumer.org.nz, 2018).
This means it will increase
Consumer guarantee act
1993 holds the customers
interest and forces the
companies to price their
products according to the
standards being delivered,

9
MARKETING STRATEGY AND PLAN
the promotional expenses as
they have to approach
individual customers in the
market for gaining their
concerns related to the
product. This shows that the
government have always
concern about the drinks that
people intake.
which makes it necessary to
deliver quality product
matching premium priced
products (Legislation.govt.nz,
2018).
Regulatory Fair trading act of the
country makes it necessary
for the company to promote
authentic information without
misleading customers with
exaggerated information
related to the product
benefits (Legislation.govt.nz,
2018).
Fair trading act in the country
forces the companies to
deliver standard products
and price them accordingly
for increasing competition in
the market. It makes it
necessary for Frucor
Beverages to produce
products matching market
standard and price them
accordingly
(Legislation.govt.nz, 2018).
Technology Promotion of the product
emphasizes on digital
advertisement, which
requires the nation to be
The use of modern
technology can act as tool for
promoting the product. This
may be in form of social

10
MARKETING STRATEGY AND PLAN
technologically advanced to
receive the benefits. New
Zealand is categorized as
developed country and has
attained technological
advancement. Use of
internet, social media, and
networking is dominant in the
nation, which makes it useful
for the company in
developing their promotion
strategy basing on digital
promotion (Cameron,
Barrett, & Stewardson,
2016).
media advertisement. It is
typically true that in the
modern error, businesses are
using social media as a
powerful tool for promotion of
their business. Given the fact
that it covers a wide range of
auidience of all ages right
from the young to adult age.
Pricing has no as such
relation with the
technological advancement
of the country.
Competitive The competitors in the
market are also availing
digital media promotion,
which requires the company
to produce high quality
content for their promotion to
distinguish them from similar
brands (Baltes, 2015). The
firm can adapt the most
effective strategy in the in
Large number of competitors
in the contemporary New
Zealand market makes it
hard for new brands to enter
the market, which makes
them to reduce their price for
increasing sales. However,
the premium pricing will help
the company in positioning
themselves as high quality

11
MARKETING STRATEGY AND PLAN
the industry depending on its
primary target customers.
The customers may be high-
end or normal customer. The
firm can decide to produce
for the luxury class of
customer or the normal usual
customers. However, it is
important to note that if the
firm specializes on premium
customers, it should
minimize its production to
avoid overflow of the market.
Otherwise, the law of
demand may intervene.
Among others,
producers that will help
creating brand value and
distinguishing them from the
rest. Fair trade act also
encourages competition in
the market
(Legislation.govt.nz, 2018).
Task 1.3
Marketing Objective Customer’s response to the
marketing mix in terms of their
impact on Frucor Beverages Ltd’s
marketing objectives
Sales – Increase 15% sales every year
in the target market for first five years
Sales promotion for bulk purchase will
drag customer towards the product
which is likely to supplement towards

12
MARKETING STRATEGY AND PLAN
the sales goal of the company. This will
help to maintain customers for a longer
period. The company will try to attract
more customers but along with that it
will also try to sell more product to
existing customers, as it is more easier
than convincing a new customer to buy
the product.
Revenue – Increase revenue by 10% Increased availability as communicated
in the marketing mix will help the
customers to avail the product all
around the urban sector. Moreover, the
sales promotion on bulk purchase will
also drive the sales high resulting into
high revenue generation. Lastly,
premium pricing will also help in
attracting for the high quality product in
the market as the available product are
causing harm to the health of the
customers (Kotler & Armstrong, 2010).
Awareness – Create 100% awareness
among the target customers
The digital promotional strategy,
supported with banner and poster
advertisement proposed can
successfully address the target
population and can gain 100% attention

13
MARKETING STRATEGY AND PLAN
by the end of five year. The banner
advertisement will draw the attention of
the customer while they are out for work
(Karunanithy & Sivesan, 2013). The
digital promotion on the other hand is
likely to gain attention due to high use of
social networking, which will be primary
promotion platform.
Retail – Attain 100% availability in the
supermarkets around the country
Distribution strategy in the marketing
mix focuses on the supermarket, which
reduces the pressure of distribution in
the small retail stores (Qiang et al,
2013). Moreover, the target customers
reflects trends of supermarket
purchasing that will help increasing the
sales.
Attitude – Provide healthy energy drinks
to their customers reducing the health
damages
Energy drinks in contemporary market
threatening the health of the
consumers. Promotion strategy of the
company will help grabbing the attention
of the target market due to the
increased demand of energy drinks.
The company should therefore
emphasizel toil hard to ensure high
quality drinks that will maintain the

14
MARKETING STRATEGY AND PLAN
customers’ satisfaction rate. As a result
of frucor establishing new energy drink,
customers will develop the urge of
consuming the new product and
hencem there are possibilities of high
demand for the drink.
Organizational Goal – Become one of
the dominant brand in the market in five
years
Plan of delivering high quality healthy
product to the target customers in the
market will help proposing value and
earn customer loyalty to the brand,
which in turn will help in dominating the
target market (Akdeniz, Calantone &
Voorhees, 2013).
Task 1.4
Marketing Objectives Competitor’s response to the
marketing mix in terms of their
impact on Frucor Beverages Ltd’s
marketing objectives
Sales – Increase 15% sales every year
in the target market for first five years
Combination of the pricing strategy and
product quality proposed will help the
company to shift customers’ attention to
the quality product for avoiding health

15
MARKETING STRATEGY AND PLAN
issues, which will cause into fall of
market share for the contemporary
market leaders (Anselmsson, Vestman
Bondesson & Johansson, 2014;
Pomeranz, Munsell & Harris, 2013).
Revenue – Increase revenue by 10% Distribution strategy proposed for the
company will considerably reduce
supply cost compared to the
competitors, as their products are made
available in the small retail stores along
with the supermarkets, which increases
the cost while reducing the profit margin
(Qiang et al, 2013).
Awareness – Create 100% awareness
among the target customers
Combination of digital and banner
advertisement strategy incorporated by
the company is likely to shift and gain
attention of the customers in the target
market. The marketing campaign
structured for the company enables the
customers to share their opinion in the
social networking sites that will work as
word of mouth promotion, which in turn
will rise the brand vale and spread
awareness of the brand (Karunanithy &
Sivesan, 2013).

16
MARKETING STRATEGY AND PLAN
Retail – Attain 100% availability in the
supermarkets around the country
Focusing solely on the supermarket
chains in the country reduces the
pressure of distributing products in the
small retail market that will help them in
attaining the goal. Competitors on the
other hand focuses on distribution in
both the sectors, which helps them in
addressing the overall target market
and puts them in competitive
advantage. However, shift of trend
towards shopping market will gain long
term advantage to Frucor Beverages
Ltd (Qiang et al, 2013).
Attitude – Provide healthy energy drinks
to their customers reducing the health
damages
High quality healthy energy drinks
proposed for the target market is likely
to dominate over the competitors as the
current market condition of energy
drinks in under threat due to the health
issues caused by the products
(Akdeniz, Calantone & Voorhees,
2013).
Organizational Goal – Become one of
the dominant brand in the market in five
years
Marketing mix strategies selected for
the company is likely to put the band in
dominating position within first five
years. The competitors have to alter

17
MARKETING STRATEGY AND PLAN
their product quality to gain competitive
advantage in the market, which is likely
to occur and create challenge for the
company in the future market
(Karunanithy & Sivesan, 2013).
Task 2
Specific market
segment
Ability to satisfy
marketing objectives
Recommended
marketing mix
Males aged between 18
to 45.This market
segment consists of
young adults including
the college students and
the individuals involved in
organizations (Ataman,
Van Heerde, & Mela,
2010, p.882).
Frucor Beverages Ltd is
one of the most popular
and established
beverages and drinks
company in New Zealand
that has managed to
provide good quality
products with great value.
The energy drinks
products by the company
have enhanced the
energy level and have
enjoyable tastes as well to
cater the needs and
requirements of the
consumers
Product element is one of
the major element of
marketing mix tool that
has been used by the
company to accomplish
the business objective,
i.e., to fulfil the needs and
requirements of the
customers.
The new features of the
energy product are high
nutritional value, available
in different flavours and
an extremely good taste
(Huang & Sarigöllü,
2014).

18
MARKETING STRATEGY AND PLAN
(frucorsuntory.com, 2018).
The college students and
other individuals of these
ages are active in sports
activities, education and a
part time job, because of
which energy is necessary
to make it all throughout
the day (Karunanithy &
Sivesan, 2013). The new
energy drink product
offered by Frucor
Beverages Ltd. boosts of
high content of vitamins
and minerals that can
provide energy to them
(Mintz & Currim, 2013).
Thus, the energy drink
could be an effective
solution to the young
adults who experience
hectic lifestyles and spend
long day in classes, or are
involved with working in
small companies as part

19
MARKETING STRATEGY AND PLAN
timers.
Consumers who are
health conscious, though
aware of the prices of
products. There are
sportsmen as well whom
the company has
targeted as primary
consumer segments
(Leonidou, Katsikeas &
Morgan, 2013).
The sports enthusiasts
and health conscious
customers will also be
purchasing the new
energy drink product
offered by Frucor
Beverages Ltd. in both
Australia and New
Zealand (Ataman, Van
Heerde, & Mela, 2010,
p.882). Promotions should
be done through sports
events and health
campaigns where the
benefits of the energy
drinks have been put into
limelight, thereby creating
awareness among them
(Tapp & Spotswood,
2013). These market
segments comprising of
the customers could be
influenced to make
purchases because they
Promotion marketing mix
element has helped in
achieving the business
objective through creation
of awareness among
customers (Karunanithy &
Sivesan, 2013). The
promotions could be done
through health
campaigns, sports
concerts, music concerts
and even should be
promoted in social media
platforms to enhance
brand name and
reputation (Armstrong et
al., 2015).

20
MARKETING STRATEGY AND PLAN
should gain a positive
mind set with the benefits
provided by the energy
drink such as speed,
instant thrill, energy and
feel refreshed too
(Ataman, Van Heerde, &
Mela, 2010. Few of the
other energy brand
products include Fresh
Up, Ovi Hydration, Just
juice, etc. and the
company has been
passionate about
satisfying the needs of
customers through
delivery of new quality
delicious energy drinks
that are high of energy
and boost high nutritional
value as well (Valipour,
Birjandi & Honarbakhsh,
2012). Sales promotions
could be done as well for
achieving long term sales

21
MARKETING STRATEGY AND PLAN
and influence the
customers’ buying
behaviour.
Task 3.1
Marketing
mix
strategies
Market performance/
Marketing objectives
Monitoring process for marketing
mix strategy
Product
differentiation
strategy
The performance of the
organization in the market is
quite good and it has
successfully made quite a
good number of customers
from different market
segments including the
young adults, sports
enthusiasts and health
conscious adults (Liu &
Zhang, 2013). With the
launch of the new energy
drink, it would be easy for
the organisation to enter the
foreign markets as well and
increase the profit level for
the company. Introducing
The financial analysis could be
done for monitoring the internal
environment of Frucor Beverages
Ltd and ensure making successful
business consisting of most
appropriate and accurate data and
information (Prasad, Venkatesh &
Mahajan, 2015).
As a strategy of monitoring the
effectiveness of product
defferientiation, Fruco campany
may establish a consistent scale to
establish the progess and ascertain
the sales and revenue in contrast to
the competitors (Ataman, Van
Heerde, & Mela, 2010, p.882).
However, for the company to

22
MARKETING STRATEGY AND PLAN
the new energy drink would
be easy to differentiate with
other products and thus
achieve the objectives and
goals through gaining the
attention of customers
(Barin Cruz, Boehe &
Ogasavara, 2015). The new
product would be protected
by patents, trademarks and
the new product’s
uniqueness would tend to
create more customer
satisfaction and better sales
revenue.
Alternatively, the Fruco may
resort into amalgamation
and merging to attain
monopolistic market
objectives. It typically holds
sense that when two or
more large companies
merge, they are able to
drive out the not cost-
efficient firms from the
achieve any form of success, there
is need for incorporating new
functional features in the drinks that
makes it absolutely different from
other products from the
competitors. Cases of duplication
are one of the core reasons that
companies loose the reputation of
the brand names. Fruco will
therefore in this instance inject
considerable effort in cutting down
frauds and product duplicates.
Product differentiation should also
be accompanied by effective relay
of information to the respective
customers or clients. With this goal
achieved, dissatisfactions arising
from misconception will also be
reduced. The public/ target
customers can be reached through
persuasive and formative product
advertisement, events sponsorings
and general public relations
(Ataman, Van Heerde, & Mela,
2010.

23
MARKETING STRATEGY AND PLAN
industry. Else, they have a
high and favourable
competitive advantage as
compared to the small ones.
When Fruco beveries’ ,
Cost
leadership
strategy
Cost leadership could be
useful for achieving the
market objective, i.e., to
manage availability of the
new product at lower price
when compared to its
competitors (Ataman, Van
Heerde, & Mela, 2010,
p.882). Frucor Beverages
Ltd. could market the new
product at a lower cost with
better process engineering,
labor costs management in
a proper way and use of
good quality ingredients that
would enhance the taste of
the energy drink (Lasagni,
2012).
To monitor the effectiveness
of the marketing mix
Situational analysis could assist in
the development of proper
marketing strategy by analyzing the
overall environment within which
Frucor Beverages Ltd had been
operating. As the company adapts
cost leadershipstrategy, it should be
consisntely monitored to ensure
that Fruko is not approaching the
break-even point in its operation.
the firm’s adaptation of price
leadership should be accompanied
by the fact that it is able to
maximize sales and revenue. On
the other hand, Fruco management
should ensure that the output
quality is not compromised. other
wise, a poor output quality will drive
out customers and on the other
hand, high quality and high prices

24
MARKETING STRATEGY AND PLAN
strategies, situational
analysis could be done and
consider factors like
Government actions
undertaken (Ataman, Van
Heerde, & Mela, 2010.
will still drive out clients except the
premium/ high end luxurious
customers. This therefore requires
striking a balance between product
quality and production cost.
Recall To make the new energy drink available
in the market properly, it is important for
Frucor Beverages Ltd. to conduct a
situational analysis.
These could be Occupational health and
safety, tax policies, rates of interest,
price control and product safety rules
that would be required while launching a
new energy drink product in the market.
The marketing mix strategies should
assess the demographic changes and
how more customers could be attracted
from different market segments for the
new product launched. Changes in
cultural factors and conditions could be
considered and the company should

25
MARKETING STRATEGY AND PLAN
deliver environment friendly products
and recyclable plastic bottles to package
the drinks (frucorsuntory.com, 2018).
With the aim of achieving a reliable and
dependable situational analysis, the firm
will critically look into the rural and urban
transformation, peace and equity,
information and awareness,
environmental protection and
management, the engagement of
leaders, partnership and governance
environmental education, the community
empowerment context and engagement,
and culture among others. These are
very crucial variables that will be
considered with considerable evaluation
when conducting situational analysis
(Anselmsson, J., Vestman Bondesson,
& Johansson, 2014),
Attitudes To introduce a new product in the
market, a company must maintain a
positive attitude or behaviour and
enable proper marketing tactics to put
focus on the marketing mix activities
and ensure customer satisfaction. The

26
MARKETING STRATEGY AND PLAN
new marketing tactics should be aligned
with the consumers’ attitudes and
behaviors for understanding their
demand and preferences and then
develop a useful marketing plan.
Research and development activities
should be undertaken by Frucor
Beverages Ltd. for developing new
ideas and covert the new flavors into
brands so that the new products
launched could become a major part of
the company as well as its customers.
According to the marketing mix strategy,
the products should be placed in proper
locations so that the customers could
easily access those and this could also
influence their buying attitudes and
behaviors (Huang & Sarigöllü, 2014).
Fostering the development of
relationships with them by constantly
obtaining their feedbacks and responses
regarding the new products would result
in making changes and improvements
accordingly.
However, to achieve such goals of luring

27
MARKETING STRATEGY AND PLAN
new customers and gaining a
considerable market percentage in the
industry, Frucor beverage company will
have to deeply look into the market
trends, the market segments, the growth
rate of the market, the trends, the
structure and composition. With these
information at hand, it is highly certain
that Fruco beverage limited will be able
to perform a successful situational
analysis of the market (Thackeray,
Neiger, Hanson, & McKenzie, 2008)
Organizational goals In regard to customer satisfaction, the
organizational goals and objectives are
to satisfy the thirst of people in different
market segments at present and
tomorrow through offering of delicious
and tasty energy drinks. To cater the
needs of sports enthusiasts, health
conscious customers and young adults,
Frucor Beverages Ltd. has introduced a
new energy drink that is delicious, high
on nutritional value and energy. The
company also aims to promote the
product in the market through

28
MARKETING STRATEGY AND PLAN
involvement of soil media platforms and
by setting the right price (Tapp &
Spotswood, 2013). CSR objectives of
the company should be to provide
lifelong educational facilities, reduce
sugar intake as least as possible and
allow the customers to make informed
dietary choices (Akdeniz, Calantone, &
Voorhees, 2013, p.78).
On the other hand, it is typically rue that
the primary goal of many private firms is
profit maximization. The organizational
goals and objectives include profit
maximization. For this reason, Fruco
beverage company intends to strike a
balance between quality of the drinks
produced, and the profit margin. As the
firm provides its customers with high
quality flavoured energy drink, it
employs strategies that are helpful in
maximizing sales and cutting down the
cost of production (Karl, Peluchette, &
Hall, 2008, 71). In other words, Fruco
beverages limited will adapt cost
effective modes of production (Akdeniz,

29
MARKETING STRATEGY AND PLAN
Calantone, & Voorhees, 2013, p.79).
Besides customer satisfaction and profit
maximization, Fruco beverages also
aims at long-term survival in the
industry. To achieve this, the firm will
have to build a reputable brand name of
the drinks it produces. It is also typically
true that for a firm aiming at a long run
survival will always invest more on
customer awareness about the
existence and the relevance of the
products as compared to other
competitors in the industry (Thackeray,
Neiger, Hanson, & McKenzie, 2008).
Task 3.2
Marketing mix decisions Measurement and evaluation
implementation strategy
Time frame
One of the major
decisions could be the
price skimming.
Frucor Beverages Ltd. added some
extensive features to the new energy
drink, because of which, the products
are made available at higher prices.
The new features and attributes of
the new energy drink could grab the
attention of customers and create
15th February
– 20th
February
5 Days

30
MARKETING STRATEGY AND PLAN
higher profit for the company initially
(Armstrong et al., 2015). After a
certain time, the products’ price
would be lowered to lure other
general market segments and
increase the profit level. The product
will support the quality and image to
support the high prices in the
beginning, so that there would be
enough customers to buy the product
at a high price.
As a manager of Frucore
Beverages Ltd, I would
like to form external
relationships with different
companies
(frucorsuntory.com, 2018).
Forming eternal relationships with
other companies could improve the
packaging and supply of products
and achieve the objectives of
managing international export. It
would also be beneficial for Frucor to
move the entire database in the
cloud networking to operate globally
and ensure that the new energy drink
reaches customers worldwide
(Prasad, Venkatesh & Mahajan,
2015). With reference to the
advantages of merging,having a
good working relationship with othe
21 February –
28th February
7 days

31
MARKETING STRATEGY AND PLAN
competitors or leading players of the
the industry, firm will be able to cut
down its production cost by enjoying
the benefits of amalgamation. For
example the cost of research would
absolutely be cut down by promoting
a joint research venture in which all
the companies involved will benefit at
a reduced cost. Having a good
working relation with other external
companies also helps in achieving
joint motives of the industry. For
example, general pricing, and wining
government favour towards specific
policies among others (Anselmsson,
Vestman Bondesson, & Johansson,
2014, p.100).
By adapting some
strategies within the
company
The company will hire staff with an
experience of sales and customer
service by the mid of February and
the sales persons will be trained fully
by the end of February (Leppäniemi,
& Karjaluoto, 2008). The recruitment
process will be based on
competence and qualification rather

32
MARKETING STRATEGY AND PLAN
than speculation and tribalism. Each
personnel will have a well-defined
responsibility to play in the company
with the aim of achieving general
organizational goals and objectives.
To maintain transparency and
accountability, the company will also
opt for hierarchy in authority in which
every employee is answerable to a
particular office. In this way, a more
perfect linage of production will be
achieved (Akdeniz, Calantone, &
Voorhees, 2013, p.78). The sales
persons will be provide with high
level training, with better incentives
and better support material.

33
MARKETING STRATEGY AND PLAN
Reference
Akdeniz, B., Calantone, R. J., & Voorhees, C. M. (2013). Effectiveness of marketing
cues on consumer perceptions of quality: The moderating roles of brand
reputation and third‐party information. Psychology & Marketing, 30(1), 76-89.
Ataman, M. B., Van Heerde, H. J., & Mela, C. F. (2010). The long-term effect of
marketing strategy on brand sales. Journal of Marketing Research, 47(5),
866-882.
Slater, S. F., Hult, G. T. M., & Olson, E. M. (2010). Factors influencing the relative
importance of marketing strategy creativity and marketing strategy
implementation effectiveness. Industrial Marketing Management, 39(4), 551-
559.
Leppäniemi, M., & Karjaluoto, H. (2008). Mobile marketing: From marketing strategy
to mobile marketing campaign implementation. International Journal of Mobile
Marketing, 3(1).
Thackeray, R., Neiger, B. L., Hanson, C. L., & McKenzie, J. F. (2008). Enhancing
promotional strategies within social marketing programs: use of Web 2.0
social media. Health promotion practice, 9(4), 338-343.
Karl, K. A., Peluchette, J. V., & Hall, L. M. (2008). Give them something to smile
about: A marketing strategy for recruiting and retaining volunteers. Journal of
Nonprofit & Public Sector Marketing, 20(1), 71-96.
Anselmsson, J., Vestman Bondesson, N., & Johansson, U. (2014). Brand image and
customers' willingness to pay a price premium for food brands. Journal of
Product & Brand Management, 23(2), 90-102.

34
MARKETING STRATEGY AND PLAN
archive.stats.govt.nz. (2018). New Zealand in Profile: 2015. [online] Available at:
http://archive.stats.govt.nz/browse_for_stats/snapshots-of-nz/nz-in-profile-
2015/about-new-zealand.aspx [Accessed 12 Feb. 2018].
Archive.stats.govt.nz. (2018). Population mobility of urban/rural profile areas. [online]
Available at:
http://archive.stats.govt.nz/browse_for_stats/population/Migration/internal-
migration/mobility-urban-rural-areas.aspx [Accessed 12 Feb. 2018].
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an
introduction. Pearson Education.
Baltes, L. P. (2015). Content marketing-the fundamental tool of digital
marketing. Bulletin of the Transilvania University of Brasov. Economic
Sciences. Series V, 8(2), 111.
Barin Cruz, L., Boehe, D. M., & Ogasavara, M. H. (2015). CSR-based differentiation
strategy of export firms from developing countries: An exploratory study of the
strategy tripod. Business & Society, 54(6), 723-762.
Cameron, M. P., Barrett, P., & Stewardson, B. (2016). Can social media predict
election results? Evidence from New Zealand. Journal of Political
Marketing, 15(4), 416-432.
consumer.org.nz. (2018). Privacy law. [online] Available at:
https://www.consumer.org.nz/articles/privacy-law [Accessed 12 Feb. 2018].
frucorsuntory.com. (2018). FrucorSuntory. Retrieved 12 February 2018, from
https://frucorsuntory.com/brands-nz/

35
MARKETING STRATEGY AND PLAN
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome,
brand equity, and the marketing mix. In Fashion Branding and Consumer
Behaviors (pp. 113-132). Springer, New York, NY.
Karunanithy, M., & Sivesan, S. (2013). An empirical study on the promotional mix
and brand equity: Mobile service providers. Industrial Engineering
Letters, 3(3), 1-9.
Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual
review paper). International journal of information, business and
management, 6(2), 95.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Lasagni, A. (2012). How can external relationships enhance innovation in SMEs?
New evidence for Europe. Journal of Small Business Management, 50(2),
310-339.
Legislation.govt.nz. (2018). Consumer Guarantees Act 1993. [online] Available at:
http://www.legislation.govt.nz/act/public/1993/0091/24.0/DLM312812.html
[Accessed 12 Feb. 2018].
Legislation.govt.nz. (2018). Fair Trading Act 1986 No 121. [online] Available at:
http://www.legislation.govt.nz/act/public/1986/0121/61.0/DLM96439.html
[Accessed 12 Feb. 2018].
Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). “Greening” the marketing
mix: do firms do it and does it pay off?. Journal of the Academy of Marketing
Science, 41(2), 151-170.

36
MARKETING STRATEGY AND PLAN
Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). “Greening” the marketing
mix: do firms do it and does it pay off?. Journal of the Academy of Marketing
Science, 41(2), 151-170.
Liu, Q., & Zhang, D. (2013). Dynamic pricing competition with strategic customers
under vertical product differentiation. Management Science, 59(1), 84-101.
Mintz, O., & Currim, I. S. (2013). What drives managerial use of marketing and
financial metrics and does metric use affect performance of marketing-mix
activities?. Journal of Marketing, 77(2), 17-40.
Pantelous, A. A., & Passalidou, E. (2015). Optimal premium pricing strategies for
competitive general insurance markets. Applied Mathematics and
Computation, 259, 858-874.
Pomeranz, J. L., Munsell, C. R., & Harris, J. L. (2013). Energy drinks: an emerging
public health hazard for youth. Journal of public health policy, 34(2), 254-271.
Prasad, A., Venkatesh, R., & Mahajan, V. (2015). Product bundling or reserved
product pricing? Price discrimination with myopic and strategic
consumers. International Journal of Research in Marketing, 32(1), 1-8.
Qiang, Q., Ke, K., Anderson, T., & Dong, J. (2013). The closed-loop supply chain
network with competition, distribution channel investment, and
uncertainties. Omega, 41(2), 186-194.
Stats.govt.nz. (2018). Income | Stats NZ. [online] Available at:
https://www.stats.govt.nz/topics/income [Accessed 12 Feb. 2018].
Tapp, A., & Spotswood, F. (2013). From the 4Ps to COM-SM: reconfiguring the
social marketing mix. Journal of Social Marketing, 3(3), 206-222.

37
MARKETING STRATEGY AND PLAN
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social
media: Why bother?. Business Horizons, 57(6), 703-708.
Valipour, H., Birjandi, H., & Honarbakhsh, S. (2012). The effects of cost leadership
strategy and product differentiation strategy on the performance of
firms. Journal of Asian Business Strategy, 2(1), 14.