Principles of Marketing for a New Soft Drink Company in the UK

This article discusses the principles of marketing for a new soft drink company in the UK. It covers the marketing process, market segmentation, and extended marketing mix. It also includes a PESTEL analysis, targeting B2C market, and positioning strategy.

Principles of Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
SECTION 1.....................................................................................................................................3
Components of marketing process...............................................................................................3
Presenting the brief environmental audit in the form of a PESTEL analysis..............................4
Extended marketing mix..............................................................................................................5
SECTION 2.....................................................................................................................................6
Market segmentation for B2C and B2B markets.........................................................................6
Methods of targeting B2C market...............................................................................................7
Positioning of the new soft drink product....................................................................................8
Section - 3........................................................................................................................................8
Presenting marketing mix of the soft drink product....................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The principles of marketing are made up of these four types of marketing components
product, price, place and promotion. In this project the selected organization is Prime which is
going to be a new soft drink company brand that is going to expand its market in the UK. In this
project the marketing process in going to be explained while giving particular reference to the
marketing audits that are going to be able to help the business generate effective orientation
regarding the environmental analysis and also the marketing plans. In this project the concepts of
STP is going to be used for responding the marketing problems. This project is going to provide
the marketing mix for the selection of situations which are going to show the awareness of the
applied extended marketing mix. This has been the factor that is able to analyse the situational
awareness in application in application of the extended marketing mix.
MAIN BODY
SECTION 1
Components of marketing process
Overview:
This soft drink is going to be a drink that is going to be very healthy in composition and is going
to contain minerals that are going to benefit the human body. It is also going to be very tasty in
order to be a make it’s a fan favourite. The role of marketing is going to be able to focusing on
the ways in which the sustainable aspect of the product.
Mission:

To be able to gain competitive advantage in the soft drink market through influencing the
operational effective practices through gaining competitive advantages.
Vision:
Generation of growth in the market through the development of brand image and also through
providing the sustainable practices that are required for the ways in which the business can
gather competitive advantages.
Objectives:
 To increase the sales of the soft drink by 50% in the UK market.
 To capture the overall soft drink market in UK by 5%.
 To build positive relations with the customers through social media and other digital
marketing practices.
It is going to be very important to be able to increase the customer satisfaction and loyalty to
be able to pay the attention to the ways in which the customers increase the loyalty and lead to
the ways in which sales are repeated. Development brand loyalty has been able to create
customer base that is able to resist that is able to attempt through the competitors to steal your
customers through the offering lower prices through special introductory incentives (Houghtaling
and et.al., 2021). This is the factor that is able to marketing management orientations that are
production concept, product concept, sales concept that are related to the marketing concept and
social marketing concept. This is also the factor that is able that customers will want to buy
products or services that are available through ease and affordable.
Presenting the brief environmental audit in the form of a PESTEL analysis
Political: Various factors such as trade restrictions, political instability etc. also impacts
the sales of the prime soft drink in various markets. Thus, it is very important to trade in only
those regions that are free of any kind of political disturbance to ensures sales within the
business.
Economical: Factors like inflation rate, imports and export restriction also impact the
sales of soft drink in target markets as there is rise in prices of the goods than it would not
develop the interest among the people to purchase the soft drink at any cost.
Social: In recent times it is seen that there are certain changes in societal, systems,
beliefs and norms and much more and hence people are more conscious in consuming only those
items that are healthy and nutritious (PESTLE ANALYSIS 2022). Furthermore, this prime soft

drink would serve this purpose of being nutritious and healthy at the same time. Thus, it would
help in increase the sales of the business in long run.
Technological: With continuous changes in technology it is necessary that company
install the latest technologies so that work could be carried out smoothly. Furthermore, if
technology is not upgraded on right time than would only create negative impact in long run
Legal: The firm need to follow various rules and regulation such as health and safety law,
minimum wage law etc. so that there is no government intervention in the future. Also, for the
soft drink this would be additional advantage if laws are abided regularly
Environmental: In the current era where people are focused on using only sustainable
and environmental friendly products. Thus, product like prime soft drink that does not use the
plastic and claims to be sustainable would create positive impact on sales of the business
Micro-environmental factors
There are various micro environmental factors that are available within the business and
it is very essential that these are also looked upon closely so that systematic revenues are
generated for the future working of business (Coviltir and et.al., 2019). Furthermore, factors like
competitors, customer, suppliers, market intermediaries etc. come under this hence it is very
important that selling and distribution is done on the basis of this so that there are maximum
revenues in the end. Also, in context of competitors it can be said that there are various big
competitors like Pepsi, coca cola etc. that are operating in the market and it is therefore very
essential that their strategies are completely known so that best policies within the prime might
be developed for the future operations. Also, the suppliers are important aspect that need to be
kept in mind by the cited firm so that goods are the distributed to the potential customers in
easier of manner. Furthermore, the customer needs and preferences also need to be analysed
through the survey so that best product could be offered to the public in the market. Thus, all
these micro environmental factors are essential for the ensuring continuous growth and success
in the near future of the business
Extended marketing mix
The extended marketing mix of this organization includes the following components,
Products
The product of this organization is going to be a healthy soft drink that has the potential
for gaining the competitive advantages. The drink of this company is very healthy in nature

which is going to provide it the sustainability aspect that is required for the achievement of the
results.
Price
The market price product is going to be very competitive that is going to allow the
business to be able to gain he competitive advantages that is essential for capturing the market of
Soft drink. In an organization the focus of the business needs to be on the management of the key
practices (Blankson, Cowan and Darley, 2018).
Place
This business is going to expand its marketing on the social media platforms that is going
to provide the key factors which would be the factor that bring the business the growth that is
required. also effective to certain extent. These products are going to be sold on
Promotion
The marketing of this business can also be done through traditional methods which are
costlier that would gather the information that is required for the analysation of the operational
practices. Promotional practices are considered to be factor that has been the key factor that
influences.
Packaging
The packaging of this organization is going to be include the marketing and promotional
texts and images that are going to be essential for the business to gather information and growth.
This company is also going to be using material for packaging that can be reused for being able
to gather information regarding the business (Hoque and et.al., 2019).
Positioning
This product is going to position itself as a sustainable product that is going to help in
creation of strategies that influence the organizational growth. Hence, this would allow the
business to gain the growth that is required.
People
For the individuals in an organization are able generate the growth with the experiences of
the operational effectiveness. This is essential for the people to generate the operational growth
and also provide the business with the factors that is essential for the business.

SECTION 2
Market segmentation for B2C and B2B markets
The market segmentation for both the B2C is going to consists of the following segmentation.
The geographical segmentation is going to be related to the UK customers as the product is going
to launch for UK customers. This is the major aspect of the soft drink company as it is able to
provide the business with the growth that is essential and effective. For this company it is going
to be the key factor that generation of the B2C customers would include the general customers as
the price of the product is very low. In this business the generation of income is going to be
related to the ways and experience in which the business is going to be able to generate the
growth (Plakias, Demko and Katchova, 2020). The psychological factors that are going to affect
the business of this cold drink is the individuals that are more into their health specially the
athletes. These particular category of segmentation is going to be the key customers for this
organization.
The market segment of the B2B customers are going to be the ones that are related to company’s
which are acting as the key factor that builds the relations with the businesses. In general, the
businesses that are going to be interested in the products of this organization are going to be the
retailers and hospitality organization. These are going to be the target segment of the
organization which are going to be taken under consideration for the business to be able to
achieve the profit that it can make through the adoption of services that bring strategical growth
and development. It has been the key factor that brings the business of an organization to a
greater extent. This is considered to be the factor that would be able to provide the business with
the growth that is very important.
The major different between the two types of segmentation are going to be related to the benefits
that the business are going to get from them (Shah and Murthi, 2021). The B2C customers are
going to be very limited in nature which is going to provide the business to be able to gather the
information that is essential. The customer of Prime is going to be very hard to convince as they
are going to need to build a relation with the organization in order to be able achieve the growth
that is required. For this company the business is able to generate the factors that bring growth.
The business to business customers are the able to be influenced through decreasing the price of
the product for them in comparison to the market.

Methods of targeting B2C market
Following are going to be the key methods that are going to be essential for targeting the B2C
market.
 Connections with the marketing practices with making the relations with the customers
are going to be a very effective strategy to be able to achieve the operational growth that is
required. This is going to help the Prime company attract more customers towards the products.
 Utilization of social media is going to be the key factor which would provide growth to
the operational of the business would be the key factor for influencing the decision of the
organization to gain the growth that is essential and effective.
 The use of search engine optimization is also going to be the key factor that is going to
bring the business the growth that is required for the achievement of developing results.
 Strategies such as collaboration with other companies is also going to be the effective
factor that would be key towards the influence of organizational operations.
Positioning of the new soft drink product
The position in a marketing is considered to be the strategy that is essential for the referring to as
the product that can be position in a way that it is going to help and refer the brand and its wants
for being able to perceived through the minds of the customers (Thach and Cogan-Marie, 2018).
The objective of the positioning strategy is to establish a single defining the characteristic of a
brand in the mind of the consumer. Hence, it can be said to be position of the marketing would
be as a healthy drink that is going to aim to achieve the growth in the business through
operational effectiveness. This business is going to provide the pricing based positing strategy
that is going to be very effective in this case as position the product with low price in the market
to that of the its competitor is going to impact the growth of the organization. The quality of the
organization is also considered to be the key factor that is going to bring the business the key
factors that are able to gain the growth that is required. The competitor based pricing is going to
be the strategy that would provide Prime the company that is key factor that is essential for the
ways in which the business provides the growth. It has been said that the generation of the
operational growth is going to be key factor that would be essential for providing the business
with the quality and prestige that is based on the positioning of the organization.

Section - 3
Presenting marketing mix of the soft drink product
Product: The new product that is going to be launched in the market would be the
energy soft drink that is available in various flavours. Also, the product would contain all the
healthy nutrients that would provide instant energy to the consumers and especially all the
athletes. Moreover, the products would be ready to consume that could be consumed once in all
the week days
Place: This soft drink would be sold in UK and adjoining parts around it. Also, the
product would be made available on various online websites so that consumers that are not able
to visit the stores could easily get these products while sitting at the home. Moreover, the online
availability of the products would ease the consumers in getting the product any time in day
without facing much difficulty (Lim, 2021). Furthermore, stores would be opened in local public
areas in UK where the consumers are able to get the product easily. Also, such initiative would
assure that there is greater brand awareness among the people about this energy drink and also
the company would be able to influence other people easily.
Price: The company would adopt premium pricing strategy as it is different from other
products soft drinks that are available in the market (Wichmann and et.al., 2022). Furthermore,
this drink is full of natural ingredients and free from harmful substances as compared to other
soft drinks in the market. Thus, those consumers that are health conscious would be ready to
purchase such type of products that are priced little higher thus making the business success in
long run. Also, the bundle pricing the strategy could also be introduced at some point of time so
that the product is able to sustain in market in long run.
Promotion: It is very important that goods are promoted within the market in best of
manner so that maximum sales are generated. Furthermore, for current soft drink it can be said
that it would be promoted both through online and offline medium. Also, online would be
promoted through social media platform like Facebook, Instagram and twitter etc. Moreover,
offline would be through poster and campaigns in local areas. Furthermore, small samples would
be distributed initially to develop interests among the people
People: For sale of such healthy soft drinks products all the well qualified and talented
employees would be hire within the workplace so that maximum sales are generated for the
future. Moreover, all employees would be well-trained so that there are no losses in the future

Physical evidence: All the equipment’s and facility design would be made in manner
that would enable the faster processing and delivery of goods to customer located in various
parts (Kwok, Tang and Yu, 2020). Furthermore, special importance would be given to the
colour, noise level and layout of the workplace so that wok could be carried out in smooth
manner.
Process: This soft drink would be available in various sizes and packages. Also, the
company would aim to have the large distribution network so that variety of goods could be
supplied to the firm. Furthermore, special attention would be made on sales and distribution so
that greater sales could be assured.
Thus, through following above all mix the firm would be able to enhance the market
share in most systematic manner. Furthermore, current marketing mix would enable the firm in
effective planning, executing and development of marketing strategies. Also, it would help prime
in making the best use of strengths and avoidance of unnecessary cost within the business so that
maximum revenues are generated (Kim and Kim, 2018). Moreover, company through the
efficient marketing mix would be able to plan for successful product offering.
CONCLUSION
From the above project it can be concluded that the Prime soft drink is going to be
established as a health soft drink that is going to be very sustainable in nature. It is also
considered to be key factor that is able to generate the organization that is essential for the
generation of the organization. This project has been able to gain the marketing audits
orientations; environmental analysis marketing planning would be able to contribute to the
elements of marketing. In this project the use of the concepts of segmentation. The concepts of
this organization is going be the marketing mix that is able selected for the situations that is able
to generate the growth the organization. The application mix is the selection of the situations for
the ways in which the application that are able too able to generate marketing mix

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Online
PESTLE ANALYSIS. 2022. [Online]. Available through:<https://pestleanalysis.com/what-is-
pestle-analysis/>.
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