Marketing Techniques for a New Healthy Soft Drink Product

This report discusses the marketing techniques for a new healthy soft drink product, including market research, target market, PESTEL analysis, marketing mix, B2C and B2B market segmentation, and product positioning. The report also includes a detailed analysis of the components of the marketing planning process and the importance of a strong marketing mix.

PRINCIPLES OF
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
SECTION 1......................................................................................................................................3
1. MARKETING ENVIRONMENT AND PLANNING PROCESS..........................................3
2. PESTEL analysis:....................................................................................................................4
3. Importance of a strong marketing mix:....................................................................................5
SECTION 2......................................................................................................................................6
Role of B2C and B2B market segmentation for the new soft drink product...............................6
Discuss the targetting methods used for the B2C market ...........................................................6
Meaning of positioning in regard to minds of targeted market...................................................7
SECTION 3......................................................................................................................................8
Marketing mix .............................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
The report of “principles of marketing” will comprehensively illustrate the marketing
techniques for a new product, which is a healthy soft drink considering the environmental
friendly packaging approach in the mind. Report will also include a detailed segmentation,
targeting and positioning process, a marketing mix analysis and PESTEL analysis for the
marketing of new product (Biroscak and et.al., 2018).
MAIN BODY
SECTION 1
1. MARKETING ENVIRONMENT AND PLANNING PROCESS
Components of marketing planning process: when starting a new business, time and resources
are the two major tools which have scarcity, a marketing plan is needed to ensure there is no
waste of time and resources. Let's discuss the essential components of marketing plan.
Market research: Research is backbone of marketing plan. Analyses of current market and
industry trends is important to know the dynamics of the new product in the market. Researching
about the market for the soft drink, buying habits of consumers, market growth, market size etc.
is the prime step of market planning.
Target market: This step helps identify the most likely buyers of the product in the market. In
this case the target market is people having health conscious approach towards soft drinks and
consumers who reach better towards eco friendly tactics like no plastic used in making the
products (Crick, 2021).
Positioning: The kind of perception you want target market to have about the product or the
brand, is the positioning. Here try to develop compelling perception and a simple yet effective
marketing message to communicate the target market. The healthy and environmental friendly
has a lot to attract the customer.
Competitive analysis: Before product enters the market, it needs to be analysed that who are we
competing with, what is the strategy that competitors like Aspire drinks and Gunna have.
Knowing better about competitors will make standing out from competition easy.
Market strategy: Here, how to find the customers and attract them to buy the products will be
figured out. Strategy like connecting with the customers on the social media, digital platforms,
content markets, bloggers, bill boards etc. are developed keeping in mind the reach to every
potential customer of the healthy soft drink (Gheibi and et.al., 2018).

Budget: Deciding monthly spendings on marketing of healthy soft drinks is important. Deciding
the budget for the marketing process and keeping a track of return on investment of such
marketing is essential.
Metrics: Tracking the marketing success of healthy soft drink by setting a period of 30 or 60
days and checking the impacts of marketing efforts. This can put the product in right direction
and will let us know the efficiency of our marketing process.
Marketing orientation: It is a customer centric approach for the product designing. It involves a
thorough market research aimed at finding consumers immediate needs, personal preference,
primary concerns attached with the product. Here consumer's immediate need, preferences,
concerns attached with soft drinks is that it is not healthy and to grab this opportunity and market
share the new product 'healthy soft drink' is developed keeping the customer centric approach.
Such market orientation is going to be advantageous in terms of brand loyalty, as satisfied
customers will not switch to other products (Iyer and et.al., 2019). Retention of customer tends
to be higher in customer centric products. Large market share, as customer is the king and
satisfaction to customer leads to the word of mouth, giving good market share.
2. PESTEL analysis:
It is the analysis of the environment in which a business operates. 6 environmental factors
are as follows.
Political: The taxation levied on soft drink companies in UK is complex and two tiered. Two
tiered tax is levied on manufacturing of drinks. Rates are high depending on sugar quantity in the
drinks. Therefore, High taxation rates affects the pricing of the end product.
Economical: Economic factors such as covid-19 and inflation affects the products as inflation
drives the prices high due to increase in prices of supplies. Further, covid-19 affects the
production and distribution of the drinks (Lu 2020).
Social: Social factors are quite favourable for the product as changes in lifestyle and preferences
of the customers like choosing healthy products and having health conscious lifestyle makes road
for the healthy soft drink.
Technological: Technical automation can help the product manufacturing process and revolution
of social media technology makes easy to reach to the target market by various modes.
Technological advancement is also cost effective for the product.

Environmental: It is important to have environmental friendly approach as this attracts
customers, keeps healthy relations with authorities and helps to build strong brand image.
Healthy soft drinks packaging is environmental friendly, it does not use any plastic in the
packaging which is an attractive feature of the product.
Legal: Soft drink companies in UK are at the mercy of FSA (the food standard agency). The
healthy soft drink must meet the regulations given by the authority. Getting a licence for the new
product in UK is also a complex process, as authorities try to keep the industry authentic.
Micro environment factors: Factors like competitors, suppliers etc. are the most relevant
factors for the product healthy soft drink. Let's discuss each one.
Competitors: There is a huge competition in the soft drink industry. With the presence of
numerous existing player in the market, the entry of new product needs a lot of work and
thorough research of competitors in the industry. Despite high competition the new product has
the capability to standout such competition by 3 very important aspects, first the healthy aspect
of the drink, second minimal or no sugar in the drinks, third environmental friendly packaging
and zero use of plastic in packaging. These factors make the product standout from its
competitors in the market (Sanchez, Abril and Haenlein, 2020).
Suppliers: suppliers play a huge role in determining the prices of the end products and our
healthy drinks are highly dependent on the availability of the supplies. The strategy for the
product is cost leadership, which means we are competing on prices in the market. Therefore, it
is important to keep multiple sources of supplies, keeping in mind the lowest possible prices of
the raw material to keep the prices low of the end product.
3. Importance of a strong marketing mix:
Marketing mix is a bunch of actions taken by the business to market and build the
product and services to the customers. It helps to make sure that you are looking after each and
every aspect of marketing the product to the customers in order achieve the final sales. There are
7ps of marketing such as product, people, price, place, physical, promotion and process.
It is really important to build a strong marketing mix for the products it helps understand
what the product and services can offer to the customers, it is said that the product in marketing
mix remains king as it derives ultimate satisfaction and serves the core purpose of the sales
(Stevens and et al., 2021). Marketing mix helps establish a successful product offering and
makes for an effective marketing strategy, building a marketing mix helps company work in an

organized manner by looking after each vital factor of the marketing. Also, it works as a support
in times of crisis, as it analyses each aspect of the strategy and determines where company is
lagging behind, which makes it easy to focus on particular elements and not the entire strategy.
Further, it also helps in serving the target market by providing them the personalized experience
of the sales, it is not just the product but the services and people attached with the products
provides an overall customer centric approach. Therefore, marketing mix is an advantageous
action which leads company towards growth band development
SECTION 2
Role of B2C and B2B market segmentation for the new soft drink product
The role of B2C and B2B market segmentation plays a crucial aspect for the new soft
drink product. The B2C is the method in which manufacture directly sells the product to the
ultimate consumer through its distribution channel or hired one which assists the manufacture to
know the exact feedback from the ultimate consumers (Sharma, 2019). But, in the case of B2B
there are many intermediaries between the end consumer and producer of the good resulting in
not direct dealing with the end users (Xiao and et.al., 2020). For the soft drink product, the
manufacture would run both the marketing campaigns so to avail the benefits of B2B and B2C.
The company has planned to run its online app for the end user to place an order with a
minimum placement condition. This technique would help the company to be in touch with the
ultimate consumer and there is always a chance for the improvement or betterment after getting
proper feedbacks. Whereas, for the bulk sale, company would rely on the B2B model as it aids to
make sell of the higher value by the different intermediaries.
The approaches are being differed while using the models as the B2C directly link it with
the end users who are the target audience for the company resulting in the higher profitability
and while B2B approach helps to grow the company in the domestic as well as international
market (Zhang and Du, 2020). Therefore, opening doors for the opportunities.
Discuss the targetting methods used for the B2C market
B2C marketing includes directly selling goods to the ultimate consumers with the help
intermediaries like retailer, wholesaler, departmental stores etc. For the new soft drink product,
the targetting strategies utilized for the B2C market are:

 Digital media platform: One of the most suitable way to connect with the
consumer is through social media as the targeted audience are mostly youth who
are actively using social media apps (Feng and et.al., 2020). This could be a
method to connect with the end users resulting in promoting the product.
 Online intermediaries: The another method to target the ultimate customer is
with the help of online sellers. This strategy would help in the distribution of
product in every part of the UK. There is a high chance that the online order are
placed on a large scale resulting in greater profits and revenue.
 Content marketing: Another tactic used for the B2C market is through the
content marketing which includes social media posts, blogs, videos, podcasts and
ads showing the importance of using this soft drink in comparison to the other
beverages.
 Direct sellers: The another method which could be adapted for B2C market is
distributing the soft drinks directly to the sellers which further provide it to
different retail stores, supermarkets, hotels and restaurants.
Meaning of positioning in regard to minds of targeted market
Product positioning refers to the method of determining how the new product within the
market is being presented to the minds of the audience. In other words, it is the marketing
strategy which express the merits of the products being offered to the targeted customers (Guo
and et.al., 2018). The positioning of the new soft drink product could be evaluated by following
the steps given below:
 Evaluate the target audience: The first thing that need to identified is to determine the
audience. In case of quoted product, the manufacture need to focus on the youth as well
as the party people. They could also include the people who usually prefer to watch film
in the theatre.
 Key benefits of product: The second step which must be kept in mind of the
manufacture is the biggest advantages the product offer. The quoted product USP was
the reduction of sugar while manufacturing the soft drink and eco-friendly packaging.

 Brand credibility: Further, the company should focus on promoting strategies of the
product within the UK so to bring attention to the targetted audience of the given
product.
 Unique value: The product is being offered and come up in the paper packaging which
is the biggest contribution to the ecology by reducing the plastic waste and therefore
contributing by protecting the earth.
 Audience diversification: New soft drink product are going to come in a various
segment which bifurcate the customers according to the size of the bottle.
 Competitive analysis: For positioning the new product in the minds of the audience it
is necessary to analyse the competition within the market so to modify the marketing
mix strategy to attract the customers.
 Exhibit the expertise: The new product should produce with a thorough marketing
research and being expertise by having the complete knowledge in regard to the product
formation and creation. The ingredients used while making soft drinks should be
properly tested and calories must be ascertained.
SECTION 3
Marketing mix
it refers to the gathering of marketing strategies that assists the company in achieving the
objectives within the targetted audience. It is a comprehensive marketing proposal that includes
various areas to focus. Earlier, there are primarily 4Ps of marketing mix which over the period
add three more Ps. Product, place, price, promotion, people, physical evidence and process are
the extended 7Ps of marketing mix which helps to determine the company to plan, modify and
execute effective & efficient marketing tactics (Tien, Vu and Tien, 2019). The analysis of new
soft drink product could be explained with the help of below given table.
7 P's of
Marketing
Mix
New Soft Drink Product
Product The product mix refers to an individual product or total number of product line
which are to be offered by an organization. It is also known as product portfolio
or assortment which is dependent from firm to firm. Company's like Tesco,

Amazon, Morrisons, Pepsi have multiple product. Launching new soft drink
product with the main objective on cutting down the sugar and focusing on the
health of the audience. This will be the USP of this product which is being
launched with four different flavours. The company will put more emphasis on
the packaging and come up with idea of two methods of packing i.e. firstly paper
packaging and secondly recycle the use of plastic bottles being used (Pereez and
et.al., 2021).
Place The place mix means that the geographical area which the company would sell its
product. It is one of the most significant element of marketing mix. It also decides
the distribution channel that help to provide product to the ultimate consumer.
The location for launching new soft drink product would be United Kingdom as
the country had witnessed high % of consumption of beverages. After the Covid-
19 pandemic people of the country are more conscious regarding their health but
can't stop the usage of soft drinks. Therefore, the product would be distributed to
the every retail stores whether big or small, supermarkets, restaurants and hotels
around the UK.
Price The price mix plays a vital role for an organization survival and growth. It refers
to the value being paid by the customer to avail the services or products which are
being offered by the company. Price of the product should be ascertained by
analysing the competitors price in the market. The market of soft drink is an
oligopoly market that means large buyers with a few sellers. The new soft drink
product must follow price discrimination tactics in specific reference to the
existence competition (Niazi, Rashid and Shamugia, 2021). Product should be
launched in diversified price segments providing offers on a bulk purchases. The
manufacture should relatively keep the price lower which will provide an
advantage in the market.
Promotion Promotion mix is the most important part of the marketing mix because to have
knowledge about the new product, it needs to be highlighted within the market.
Therefore, promotion refers to the process of advertising a product, service, brand
or activity to the targetted customers resulting in increase in the sales of the same.

It could also help the company to build the reputation of an organization.
Promotion could be done through advertising, sales promotion, public relations
and personal selling (Sanchez, Abril and Haenlein, 2020). The new soft drink
product should focus on the aggressive promotional strategy through social media
campaigns. The company could also try to collaborate with the UN organization
whose aim is to reduce the sugar consumption as well as plastic materials. Given
product should fulfil the overall purpose by not stopping the audience to use
beverage which required during various occasions by taking care of the health of
the users.
People To produce a new product peoples plays a crucial role at every stage whether at
the time of manufacturing, designing, managing teams, training, recruiting and
promoting. People mix refers to the directly or indirectly involvement of an
individual in administration of the business. At the initial stage of the new soft
drink product, employees within the organization are relatively low but the
company would be complied with the labour and business laws providing healthy
working culture within the company. An organization is planning to establish a
reward system which would help in higher retention of employees. Therefore,
human resources are the actual assets of the company which results in the growth
and success in the future.
Process So when the final product is ready, and the target audience is determined, the
process of delivering the product to the customer or target market is known as the
process in the marketing mix. It is a vital step, it involves how the soft drinks are
packed, business runs, shipping, delivery takes place etc. the process of delivering
the soft drinks to the customer should be a seamless one so that customers have a
smooth experience. Delivery or distribution channels should be optimized for the
efficient working of the entire sales process. And a dynamic yet smooth supply
chain must be established for better process of delivering goods to the end users.
Physical
evidence
It is more than just the proof of purchase. Starting from the time when customer
comes to know about the brand until the sales and beyond, the entire journey of
the customer with the brand. Physical evidence for the soft drink should be

developed in terms of bottles, promotional material, retail stores, merchandize
etc. the visibility of the brand should be strongly built so that customers believes
in the legitimacy of the product and such visibility helps to establish reliability in
the market.
CONCLUSION
The above report has depicted important marketing dynamics for launching a new healthy
soft drink with eco friendly packaging. It has explained the various factors of PESTEL analysis
in detail. Further, highlighted 7 marketing mix Ps. Report also analysed the STP (segmentation,
targeting and positioning) for the new product.

REFERENCES
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