Principles of Marketing- AQC organization

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Principles of Marketing
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MARKETING PLAN......................................................................................................................1SEGMENTATION, TARGETING AND PROMOTION...............................................................1Customer attitudes/ trends......................................................................................................1Market trends..........................................................................................................................2High nutritional standards in British schools.........................................................................2Segmentation..........................................................................................................................3Targeting.................................................................................................................................3Positioning..............................................................................................................................3Packaging...............................................................................................................................4Information of ingredients......................................................................................................4Brand appeal...........................................................................................................................4Promotion...............................................................................................................................5Sales strategy..........................................................................................................................5Marketing strategy..................................................................................................................5APPLICATION OF RANGE OF MODELS...................................................................................6SWOT analysis.......................................................................................................................6Ansoff matrix..........................................................................................................................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
10INTRODUCTIONMarketing principles involve a range of processes in regard to assess the needs ofconsumers and accordingly, provide them products or services. It consists of four differentmarketing P's i.e. price, product, place and promotion. Along with this, it is essential for eachand every business to carry out proper marketing research so that customer needs and wants canbe identified and desired goals can be attained. Organization is required to build propermarketing plan and focus upon customer attitudes/trends and market growth. With the assistanceof 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 thatsegmentation, targeting and positioning strategies of firm can be done . Further, applyingdifferent models and theories such as Ansoff matrix will help in developing effective marketgrowth and analysing current customer trend in order to attain desired results. MARKETING PLANIt is essential for business to develop effective marketing strategy so that the best resultscan be attained. Developing a good marketing tactic helps in identifying customer attitudes andpreferences along with enhancing market growth so that right product can be delivered to theright consumers (Marks, Wentland and O'Connor, 2014). SEGMENTATION, TARGETING AND PROMOTIONCustomer attitudes/ trendsPreference of customers towards fruit juices is increasing day by day as individual isbecoming health conscious. Population ranging from 15-24 years falls under the category ofconsuming 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 fruitand vegetables in order to capture large market share. It involves a wide range of fruit juices butdespite of this, firm also sells dried cranberries under the brand name of Crantanas. It involves awide range of products such as Cranberry original juice, Cranberry Mixed Juice Drinks, Grab nGo which is a single serve juice etc (Jobber and Ellis-Chadwick, 2012). Thus, all these productsare sold by firm as per the needs of customer’s attitudes and preferences in order to attainsatisfaction. However, residents of UK are becoming more and more health conscious and thus,
10they 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 sosales can be enhanced in the marketplace (Vander Schee, 2013). As per the evaluation of customer’s attitudes, they prefer drinking juices as an essentialpart of their diet and thus, consume it every time when they consume food. Therefore, AQC isexperiencing 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 attainfuture growth and profitability (De Mooij, 2013). However, it has been assessed that there is nodecline in the demand of nutritional health drinks products. It shows a good sign for AQC toconquer the market and thus, overcome competitors in order to attain desired results. There are awide range of consumers who are health conscious and looking for health fruit juice drinksrather than soft drinks. Thus, viewing the consumer attitudes and preferences, there has been ahigh growth in the market share of AQC. Market trendsThrough analysing the UK market, it has been assessed that there is an increased demandfor fruit juice, fruit drinks and health drinks as it results from a greater interest in living a healthylifestyle. 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 lesspreferred by consumers (Walker, 2014). Thus, Atlantic Quench notices high brand image of itsproducts in the market as more number of people prefers to purchase convenience drinks fromthe marketplace in replace of soft drinks. Also, convenience fruit drinks are highly favoured bysports men and women who are looking for easy and fast drinking option in order to restorefluids and energy. High nutritional standards in British schoolsIt has been assessed that within British schools, trend has been followed towards healthyeating so that overall development of a child can be attained. However, consuming high qualitynutritional content assists school children to grow at a faster speed. UK government setsdifferent standards to gain proper nutritional content for school going children thus, AQC is ableto enhance its sales of fruit juice and fruit drinks as compared to carbonated drinksmanufacturing company. Set standards state that school lunches should be free from potato

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