M&S Juice: Analyzing Unique Selling Proposition and Marketing Plan

This report analyzes Marks and Spencer's (M&S) new juice product, focusing on its unique selling proposition (USP) and marketing strategies. The assignment explores the concept of a cholesterol-lowering juice, addressing the growing health consciousness of consumers. It highlights the importance of the marketing mix, emphasizing the USP to attract a larger customer base. The report also suggests marketing tools, including TV and radio advertisements featuring fitness models, social media campaigns, and guerrilla marketing tactics like graffiti and flyers. Furthermore, the report references relevant literature on new product development and customer value propositions. The product's competitive position is assessed, highlighting its differentiation from other juices. The report concludes by emphasizing the importance of the product's unique feature of lowering cholesterol.

Unique selling
proposition
Medium pricing
structure.
M&S outlets, Major
retail stores and
Online
“Noble”, a
cholesterol lowering
juice
PRODUCT PLACE
PROMOTIO
NPRICE
NOBLE
Reduces Cholesterol
High quality Raw Materials is used
Addition of PromOat
Beta glucan soluble fibres, “Biovelop B”.
Available in different flavours.
 Unique selling proposition will be used as
the selling technique.
 By "making customers the hero", Marks
and Spencer can increase the sales. For this,
the role of entity is of mentor, it helps
consumer in stating that what has changes.
Marketing mix Sales Technique
Product Description
 TV and Radios
 Involving fitness
models/celebrities in
advertisements
 Social Media Platforms
 Guerrilla marketing: graffiti
and attractive flyers.
"The greatest wealth is health"; following this, the present world is highly
conscious for their health and fitness. As Marks and Spencer is always focused on
the rising needs and demands of customers, in this way, the development of
cholesterol lowering juice, Novel is an impelling idea.
 The developed product, is unique in itself.
 There exists a wide range of juices that are
having no sugar and carbs but the concept
of rendering a type of juice that lowers the
cholesterol will help Marks and Spencer to
attract a larger customer base.
Competitive Position
STP
Marketing Tools
Marks and Spencer has added a
feature of lowering the cholesterol
with juice, Novel. This is the reason
behind differentiation of product
from that of competition.
Unique Selling Proposition
Fuller, G.W., 2016. New food product development:
from concept to marketplace. CRC Press.
Payne, A., Frow, P. and Eggert, A., 2017. The customer
value proposition: evolution, development, and
application in marketing. Journal of the Academy of
Marketing Science, pp.1-23.
REFERERNCES