Detailed Marketing Plan for Frucor's Organic Energy Drink Launch

This report outlines a marketing plan for Frucor, a company launching a new organic energy drink. The plan addresses the opportunity to fulfill the market's demand for healthier options, particularly in response to obesity concerns in New Zealand. The product's unique selling propositions are its competitive pricing and health benefits as an organic energy drink. The target market strategy includes segmenting consumers based on income and health needs, targeting those in the lower to middle-income brackets and individuals with health issues. The report also details the company's initial focus on the local market before considering international expansion and highlights the use of social media and local newspaper marketing to promote the product. The report concludes with a list of references including books and journals.

MARKETING PLAN
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Table of Contents
MAIN BODY..................................................................................................................................3
Introduction to product...........................................................................................................3
Opportunity fulfil....................................................................................................................3
Unique Selling proposition of product...................................................................................3
Target market..........................................................................................................................4
REFERENCES................................................................................................................................5
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MAIN BODY
Introduction to product
Frucor an energy drink brand produced by the Company Frucor is looking to launch a new
energy drink. An energy drink which will contain a good amount of organic material in it.
Organic energy drink will be containing nutrients and taste of different fruits and flower.
Opportunity fulfil
Reason behind bringing this new product in the market is to overcome the issue of obesity
which is generally prevailing in the New Zeland. As it identified by the New Zeland Ministry of
Health survey 2016-17 that there are more than 34 percent individual in the New Zealand are
suffering from the issue of Overweight (Chernev, 2020). Increasing issue of obesity in the nation
has eventually prompted good demand of healthy or organic product in the market. Bringing this
organic energy drink in the market will eventually help the company in fulfilling the need of the
different consumer who are generally suffering from obesity issue in the market.
Unique Selling proposition of product
There are two unique selling proportion of the new product of the company in the market.
 Price of the product: It has been identified that price of the new product of the company
is very low as compare to the other company’s product in the market. As it has been
identified that in the current scenario middle class and upper class consumer in the
market (Magalhães and et.al., 2020). This new product of the company will be targeted
to attract the all three class of the consumer toward the product of the company.
 Healthy aspect: It is another important selling proportion of the new product of the
company in the market. It has been identified that there is no any such company which
used to offer the organic Energy drink in the market. This will ultimately assist the
company in attracting the eye of the consumer who are suffering from any of the health
issue in the market (Kreutzer, 2019).
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Target market
Company will be offering the product into the local market in the initial stage. After seeing the
result and response from the local market, company will decide about entering into international
market. Target customer base of the company are as follows:
 Segmentation: It is the first step in which different customer are generally segmented
into variety of the different sort of the segment. In respect to the new product of the
company different segment in the organization will be made on the basis of income of
the consumer in the market. Also different segment will be made on the basis of
individual suffering from any medical issue (Heikkilä, 2020).
 Targeting: It is the second stage of selecting the target customer, as best segment will be
selected from varieties of different segment. In regards of current product of the
company, individual who are under lower or middle income base will be target. Also,
individual suffering from any health issue will be targeted.
 Positioning: It is the stage in which the product of the company will be positioned in
front of the consumer in a way that they are attracted toward the same. Product of the
company will be promoted with the help of two medium that is social media marketing
and local newspaper marketing.
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REFERENCES
Books and Journals
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Magalhães, M and et.al., 2020. Canvas marketing plan: How to structure a marketing plan with
interactive value?. InHandbook of Research on Emerging Technologies for Effective
Project Management (pp. 158-168). IGI Global.
Kreutzer, R.T., 2019. Strategic and Operational Marketing Plan. In Toolbox for Marketing and
Management (pp. 225-229). Springer, Cham.
Heikkilä, J., 2020. Creating a Marketing Plan for a Social Alarm Company.
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