Marketing Principles and Strategies

This assignment delves into fundamental marketing principles and strategies. It explores topics such as strategic marketing planning, the role of social media in marketing, branding, and consumer behavior. Students are expected to analyze various marketing concepts and apply them to real-world scenarios.

Principles of Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MARKETING PLAN......................................................................................................................1
SEGMENTATION, TARGETING AND PROMOTION...............................................................1
Customer attitudes/ trends......................................................................................................1
Market trends..........................................................................................................................2
High nutritional standards in British schools.........................................................................2
Segmentation..........................................................................................................................3
Targeting.................................................................................................................................3
Positioning..............................................................................................................................3
Packaging...............................................................................................................................4
Information of ingredients......................................................................................................4
Brand appeal...........................................................................................................................4
Promotion...............................................................................................................................5
Sales strategy..........................................................................................................................5
Marketing strategy..................................................................................................................5
APPLICATION OF RANGE OF MODELS...................................................................................6
SWOT analysis.......................................................................................................................6
Ansoff matrix..........................................................................................................................7
CONCLUSION...............................................................................................................................8
REFERENCES................................................................................................................................9

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INTRODUCTION
Marketing principles involve a range of processes in regard to assess the needs of
consumers and accordingly, provide them products or services. It consists of four different
marketing P's i.e. price, product, place and promotion. Along with this, it is essential for each
and every business to carry out proper marketing research so that customer needs and wants can
be identified and desired goals can be attained. Organization is required to build proper
marketing plan and focus upon customer attitudes/trends and market growth. With the assistance
of proper marketing plan, business focuses on delivering the right product to the right consumers
(Armstrong and et. al., 2014). In the present study, Atlantic Quench Cranberries (AQC)
organization has been undertaken which is focusing on developing proper marketing plan so that
segmentation, targeting and positioning strategies of firm can be done . Further, applying
different models and theories such as Ansoff matrix will help in developing effective market
growth and analysing current customer trend in order to attain desired results.
MARKETING PLAN
It is essential for business to develop effective marketing strategy so that the best results
can be attained. Developing a good marketing tactic helps in identifying customer attitudes and
preferences along with enhancing market growth so that right product can be delivered to the
right consumers (Marks, Wentland and O'Connor, 2014).
SEGMENTATION, TARGETING AND PROMOTION
Customer attitudes/ trends
Preference of customers towards fruit juices is increasing day by day as individual is
becoming health conscious. Population ranging from 15-24 years falls under the category of
consuming fruit juice. Hence, market has seen a high level of growth in the juice industry;
therefore it provides good opportunity for Atlantic Quench Cranberries to produce organic fruit
and vegetables in order to capture large market share. It involves a wide range of fruit juices but
despite of this, firm also sells dried cranberries under the brand name of Crantanas. It involves a
wide range of products such as Cranberry original juice, Cranberry Mixed Juice Drinks, Grab n
Go which is a single serve juice etc (Jobber and Ellis-Chadwick, 2012). Thus, all these products
are sold by firm as per the needs of customer’s attitudes and preferences in order to attain
satisfaction. However, residents of UK are becoming more and more health conscious and thus,

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they are expecting from companies to produce real fruit juices with no or little added flavours.
When consumers believe that company will provide high quality, natural and healthy juices so
sales can be enhanced in the marketplace (Vander Schee, 2013).
As per the evaluation of customer’s attitudes, they prefer drinking juices as an essential
part of their diet and thus, consume it every time when they consume food. Therefore, AQC is
experiencing a major growth in the fruit juice market and thus, attaining desired results. Further,
through carrying out the market analysis, market growth can be determined in order to attain
future growth and profitability (De Mooij, 2013). However, it has been assessed that there is no
decline in the demand of nutritional health drinks products. It shows a good sign for AQC to
conquer the market and thus, overcome competitors in order to attain desired results. There are a
wide range of consumers who are health conscious and looking for health fruit juice drinks
rather than soft drinks. Thus, viewing the consumer attitudes and preferences, there has been a
high growth in the market share of AQC.
Market trends
Through analysing the UK market, it has been assessed that there is an increased demand
for fruit juice, fruit drinks and health drinks as it results from a greater interest in living a healthy
lifestyle. Also, individuals give more importance to eat a variety of fruit and vegetables daily.
However, juice sector is gaining enhancement in market share from carbonated water as it is less
preferred by consumers (Walker, 2014). Thus, Atlantic Quench notices high brand image of its
products in the market as more number of people prefers to purchase convenience drinks from
the marketplace in replace of soft drinks. Also, convenience fruit drinks are highly favoured by
sports men and women who are looking for easy and fast drinking option in order to restore
fluids and energy.
High nutritional standards in British schools
It has been assessed that within British schools, trend has been followed towards healthy
eating so that overall development of a child can be attained. However, consuming high quality
nutritional content assists school children to grow at a faster speed. UK government sets
different standards to gain proper nutritional content for school going children thus, AQC is able
to enhance its sales of fruit juice and fruit drinks as compared to carbonated drinks
manufacturing company. Set standards state that school lunches should be free from potato

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crisps, chocolate and other confectionery items. Further, all these should be replaced by fruit and
vegetables in every meal of child (Huang and Rundle-Thiele, 2015).
Segmentation
Segmentation can be stated as a strategy through which market can be divided into
different subsets so that target market can be reached. Also, it is essential for business to
determine the needs, interest and priorities of customers in order to design and implement
effective tactics. Here, Atlantic Quench Cranberries is able to satisfy the needs of customers by
providing them healthy fruit juice drinks. Business undertakes demographic segmentation to
launch its fruit juice and drinks products (Grönroos and Gummerus, 2014). It involves different
segments in which target market can be divided such as gender, age, income, religion and
occupation. However, fruit juice drink is generally targeted to the young people i.e. among the
age group of 15-30 years. Main purpose is to provide them proper nutritional intake. Also, fruit
juice provides benefits related to the health of consumers as it was expected by them from the
company. AQC is required to provide proper nutritional benefits in order to overcome different
companies manufacturing carbonated drinks that are less preferred by young people as it harms
the human body. Thus, with the help of such segmentation strategy, AQC is able to attain desired
aims and objectives of the marketing plan. Business targets young age people to provide them
utmost quality health juice drink so that they can obtain advantages in the form of good health
(Stanton and Stanton, 2013).
Targeting
It is another strategy that helps in targeting the selected market by providing them
specific product. AQC targets young people and provide them attractive products and services.
Business targets young population because they are fond of drinking healthy juices and drinks.
Also, it is very convenient for them to drink the beverages and gain healthy nutrition. As young
generation is highly conscious regarding their health and therefore AQC provides them best
nutritional drink for consumption (Mackay and Wilmshurst, 2012). Therefore such targeting
strategy is the most appropriate in order to satisfy the needs of consumers.
Positioning
Such strategy helps company to position the products in the minds of consumers with the
help of adopting effective advertising technique so that best results can be attained. Atlantic

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Quench Cranberries position its fruit juice drinks and juice among young consumers by
promoting the products on social media websites such as Facebook, Google and Xing etc. It
helps in popularizing the product among young potential consumers and attracts them towards
business in order to enhance sales and profitability in marketplace (Janssen and et. al., 2013).
Packaging
AQC adopts different innovative methods of packaging the product in order to gain high
market appeal. However, fruit drinks are packaged using recyclable glass, cans, cartons of plastic
bottles so that it can be recycled and provide the ingredient and nutritional information on one
side of the bottle. Thus, business also focuses upon launching the slimline cans that aims to
popularize among consumers so that best results can be attained. Company uses recyclable
material in order to ensure health and safety measures of consumers in order to enhance sales
and profitability (Hair and et. al., 2012). Through using recyclable material business can serve
utmost quality products to consumers and attain satisfaction.
Information of ingredients
Atlantic Quench Cranberries is required to provide detailed information about the
nutrition and flavours involves in the fruit juice on the side panel of cans or bottle. It provides
information such as sugar content, carbohydrate, fats, vitamin etc. so that consumers can be
informed about the available nutrition. Also, business is required to provide details regarding the
price, expiry date, manufacturing date etc. so that it could be informed to consumers whenever
they consume the product (Brunswick, 2014). However, it is essential for enterprise to involve
less added flavours as much as possible so that best nutrition can be gained by people and helps
in improving the market share.
Brand appeal
AQC obtains high brand appeal in market as it is carrying out its operations from last
several years and launches varied nutritional products such as health drinks, fruit juices etc. to
consumers. Thus, it raises high brand appeal of firm as people avoid consuming carbonated
drinks due to becoming more conscious towards their health. Promoting the products effectively
in market helps in increasing the brand image and enhances sales and profitability. Marketing
team of business position the brand effectively in the minds of consumers so that company can

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become premium brand of fruit juice and overcome competitors in marketplace (Coaching,
2013).
Promotion
The innovative advertising campaign launched by Atlantic Quench is to promote the
benefits of cranberries in market so that fruit drinks can be promoted to target consumers.
Business adopts different advertising campaign in order to promote the products through
television and magazines nationwide in order to inform the target audiences regarding the
benefits of cranberry juices. Further, as business targets young population therefore they can also
adopt social media websites such as Facebook, Google etc. so that performance can be enhanced
of business (Boone and Kurtz, 2013). With the help of effective promotion strategies, AQC helps
in enhancing its popularity among consumers so that best results can be attained in the form of
sales and profitability.
Sales strategy
Business adopts effective sales strategy in order to make long term relations with the
customers. AQC develops a good business relationship with customers by providing them
effective nutritional information. Adopting such sales strategy helps company to overcome
competition. Also, it is essential for business to provide effective training session to its workers
so that sales can be enhanced of product. Moreover, business can expand its production by
collaborating with other drink manufacturing company so that with the joint efforts products can
be provided to large base of customers (Ferrell and et. al., 2012).
Marketing strategy
Here, business is required to adopt effectual marketing strategy in regard to promote the
products and services to the target market. Business adopts effective social media marketing
strategy in order to promote the fruit drink in the market and enhance the sales. As now-a-days
young people use social media websites in order to connect with each other thus promoting the
product through such network helps in growing at a faster scale. Through this firm can develop
awareness among more number of people and thus high profits can be attained (Vella and Foxall,
2013).

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APPLICATION OF RANGE OF MODELS
SWOT analysis
Strengths
 Business is a leading manufacturer of fruit
drinks in the market.
 AQC develops a clear vision and mission
to serve the customers by providing them
healthy products (Stead, Arnott and
Dempsey, 2013).
 Firm owns new product development
department so that they can provide
nutritional drinks to consumers.
 Atlantic Quench produces juice of white
cranberries as it is low in calories and
consumed by more health conscious people
(Pike, 2016).
 In 2007 AQC attains $1.7 billion annual
sales.
Weaknesses
 Firm is not able to reach UK rural market.
 Employees need to be provided effective
training so that they can gain best
information about products.
 Requires to promote the product in market
as single retailers are not aware about the
brand so they fear in keeping it in stores
(Reddy and Reddy, 2012).
 AQC lacks in advertising its product in
market so that less number of people are
attracted towards it.
Opportunities
 Business possesses the opportunity to
provide an alternative and fresh juice
option to diet conscious people.
 Atlantic Quench provides chance for firm
to sales its drinks and juices to sports
person as it provides high nutrition value
(Ilevbare, Probert and Phaal, 2013).
 Also, young age customers are targeted by
firm in order to achieve desired results.
 Due to arising different types of health
diseases among consumers people try to
Threats
 AQC faces tough competition in fruit juice
market as there are wide ranges of
alternatives available in marketplace.
 However, AQC is launching its cranberries
juice in market which is not launched by
other firms. Thus, it raises a sense of threat
among consumers to taste the product
(Foxall, 2014).
 Also, business does not take chance to sell
the product in international market rather
they sell it at a local level.

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avoid carbonated drinks and consumer
healthy fruit juices therefore, AQC possess
high opportunity to increase its sales and
profitability (Importance of strategic
marketing planning. 2015).
 Further, business is required to sell the
products at competitive prices in order to
overcome competitors.
Ansoff matrix
It is one of the crucial business model undertaken by AQC Company in order to launch
new product in market. It helps firm to attract customers and provide them desired products so
that sales can be enhanced. Ansoff model assists business in developing different alternative
growth strategies so that company can reach desired targets. It is as follows-
 Market penetration- Such growth strategy is very less risky for firm as here business
maintains its growth in their existing market in order to enhance the market share.
However, it helps firm to enhance the market share by attracting large number of
customers (Armstrong and et. al., 2014).
 Product development- It is another growth strategy that helps business to develop new
product in existing market. Such strategy has been undertaken by AQC as business is
required to determine new customers within their existing marketplace. Thus, business
launches fruit drinks and juices so that they can fulfil the needs of customers.
 Market development- Within such growth strategy firm is focused upon involving new
markets and enhancing the market share. Here, firm adopts similar products to different
customers (Vander Schee, 2013).
 Diversification- It is the last strategy in which business is required to diversify its range
of products into new markets. Therefore, business aims to diversify its range of products
and attract wide range of customers.
Thus, it can be assessed that AQC undertakes product development strategy that helps
firm to gain competitive advantage through attracting large number of buyers. It helps in
influencing customers and increasing the sales of firm in marketplace (Marks, Wentland and
O'Connor, 2014).

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CONCLUSION
From the above study it can be articulated that marketing plan helps firm to determine the
objectives of business in regard to attain desired targets. Atlantic Quench Company produces
fruit juices of cranberries in order to attract health conscious people and thus satisfy their needs.
Thus, proper STP has been carried out that segments the target market into age basis and focuses
them to provide fruit drinks and juices. Moreover, different business models have been
implemented in order to determine the potential of business enterprise.

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REFERENCES
Books and Journals
Armstrong, G. and et. al., 2014. Principles of marketing. Pearson Australia.
Boone, L. and Kurtz, D., 2013. Contemporary marketing. Cengage Learning.
Brunswick, G. J., 2014. A chronology of the definition of Marketing. Journal of Business &
Economics Research (Online). 12(2). pp.105.
Coaching, S., 2013. 7 Steps to an Integrated & Implementable Marketing Plan. Speedy
Publishing LLC.
De Mooij, M., 2013. Global Marketing and Advertising: Understanding Cultural Paradoxes:
Understanding Cultural Paradoxes. Sage Publications.
Ferrell, O. and et. al., 2012. Marketing Principles. Cengage Learning.
Foxall, G., 2014. Strategic Marketing Management (RLE Marketing). Routledge.
Grönroos, C. and Gummerus, J., 2014. The service revolution and its marketing implications:
service logic vs service-dominant logic. Managing Service Quality. 24(3). pp.206-229.
Hair, J. F. and et. al., 2012. An assessment of the use of partial least squares structural equation
modeling in marketing research. Journal of the academy of marketing science. 40(3).
pp.414-433.
Huang, Y. T. and Rundle-Thiele, S., 2015. A holistic management tool for measuring internal
marketing activities. Journal of Services Marketing. 29(6/7). pp.571-584.
Ilevbare, I. M., Probert, D. and Phaal, R., 2013. A review of TRIZ, and its benefits and
challenges in practice. Technovation. 33(2). pp.30-37.
Janssen, M. M. and et. al., 2013. Effectiveness of alcohol prevention interventions based on the
principles of social marketing: a systematic review. Substance abuse treatment,
prevention, and policy. 8(1). pp.1.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Mackay, A. and Wilmshurst, J., 2012. Fundamentals and Practice of Marketing. Routledge.
Marks, M., Wentland, S. and O'Connor, A., 2014. Marketing during a Recession: An Illustration
of How Economic Principles Guide Marketing Approaches. Journal for Economic
Educators. 14(1). pp.78-96.
Pike, S., 2016. Destination Marketing: Essentials. Routledge.

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Reddy, P. C. and Reddy, C. S. P., 2012. MARKETING STRATEGIES TO SUSTAIN THE
BUSINESS DEVELOPMENT DURING AND AFTER ECONOMIC TURBULENCE.
International Journal of Entrepreneurship & Business Environment Perspectives. 1(2).
pp.154.
Stanton, A. D. A. and Stanton, W. W., 2013. Building" Brand Me": Creating a Personal Brand
Statement. Marketing Education Review. 23(1). pp.81-86.
Stead, M., Arnott, L. and Dempsey, E., 2013. Healthy heroes, magic meals, and a visiting alien
community-led assets-based social marketing. Social Marketing Quarterly. 19(1). pp.26-
39.
Vander Schee, B. A., 2013. Test Item Order, Level of Difficulty, and Student Performance in
Marketing Education. Journal of Education for Business. 88(1). pp.36-42.
Vella, K. J. and Foxall, G. R., 2013. The Marketing Firm: operant interpretation of corporate
behavior. The Psychological Record. 63(2). pp.375.
Walker, L., 2014. Helping students understand the relevance of social media tools to marketing
practitioners: A case study of a marketing principles module. The Marketing Review.
14(1). pp.5-27.
Online
Importance of strategic marketing planning. 2015. [Online]. Available through:
<http://aprofitmaker.com/importance-of-strategic-marketing-planning/>. [Accessed on
2nd March 2016].