Fruity Cola: Marketing Plan and Sales Strategy for US Market

This report presents a marketing plan and sales strategy for Fruity Cola, a new carbonated fruity soft drink targeting health-conscious consumers in the US market. It identifies the target market as individuals aged 12-30, emphasizing healthy beverage consumption. The report analyzes the competitive landscape, highlighting key players like Coca-Cola and PepsiCo, and proposes a product differentiation strategy to gain a competitive edge. The core message focuses on the "Five F's of Life" and the marketing vehicles include social media and event-based advertisements. The plan aims to position Fruity Cola effectively within the market and details the strategies to overcome competition and reach the target audience. References to relevant marketing and business management literature are also included.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the student
Name of the university
Author note

1MARKETING MANAGEMENT
Section 1: Marketing Plan and Sales Strategy
1. Introduction
The marketing mechanisms that are adhered by the organization assist the same in
attracting the attention of most of the customers. Suitable positioning of the products in the
market is dependent on identification of the needs of the customers. In this relation, the
organization Fruity Cola will undertake a marketing activity in order to make the customers
aware of the carbonated yet fruity soft drinks to the health conscious customers in US. The
discussion will enumerate the target market of the business and the market competition that will
be encountered by the business. The research will also enumerate the marketing vehicles that
will be utilized by the organization for marketing the key product offering of the same.
2. Target market of the organization
The delineation of the target market helps an organization in supporting the efficiency of
positioning the products as per the needs and preferences of the customers (Bonnet & Réquillart,
2013). The concerned organization, Fruity Cola, will target the consumer group within the age
of 12-30 years. The age group, especially the youths who are enthusiasts in consuming healthy
beverages with a tinge of different tastes will assist the organization in undertaking different
experiments on the product range. The organization will be developing different range of
products in order to attract the attention of majority of the customers. It will also help the
organization in supporting the efficiency of the operation as per the needs of the business. The
product that will be proposed by the organization will target unisex customers, which will assist
the business in enhancing the sales volume through maximization of the customer base. The
organization will be targeting the medium and high income customer groups for targeting and

2MARKETING MANAGEMENT
positioning their products. The organization will target the audience who has achieved a primary
education degree in order to make them aware of the competitive advantage provided by the
product offerings. The organization will be targeting an audience range among the radius of
twenty-five miles. The identification of the radius on which the organization will be undertaking
the activities will assist the same in supporting the efficiency of the marketing activities that are
planned by the same.
3. Market competition faced by the business
The concerned organization will be facing a huge competition in the soft drink
manufacturing industry in US. The main competitors of the organization will be Gatorade, Red
Bull, Coca-Cola Company and PepsiCo (World Health Organization., 2012). The market
holdings of the competitors and the loyal customer base held by the same will be affecting the
capabilities of the concerned organization while positioning the product offerings in the market.
On the other hand, the switching tastes of the customers and their inclination towards healthy
beverages will assist the organization in supporting the efficiency of the operation as per the
needs of the target customers (Schudson, 2013).
4. Strategy for overcoming the market competition
The strategy that will be enumerated by the organization in order to respond to the market
competition is dependent on the value proposed by the same as per the needs of the customers
(Hansen & Walden, 2013). The proposition of healthy beverages will assist the organization in
supporting the efficiency of the operations in a highly competitive market structure (Ayob &
Dana, 2017). The organization will undertake a Product Differentiation strategy for developing
the range of healthy beverages, which will help the same in attracting the attention of the youths.
The strategy will assist the organization in supporting the efficiency of the marketing

3MARKETING MANAGEMENT
capabilities while operating in diverse global markets . Trihatmoko (2018) stated that the
developments in the line of products and services and differentiation of the same helps an
organization in adhering to the different tastes and preferences of the customers. Therefore, the
product differentiation strategy of the concerned organization will assist the same in attracting
the attention of the target customers.
5. Message to be communicated
The message that will be developed by the organization will be focused on the
delineation of Five F's of Life related to Faith, Fitness, Family, Friends and Finance. The
message that will be communicated by the organization will be based on making the target
audience aware of the unique propositions that are made by the business.
The organization’s message will be:
“Enhanced healthy carbonated drinks with the essence of real fruits.”
6. Marketing vehicles that will be utilized by the organization
The marketing vehicles that will be utilized by the organization while promoting the
range of carbonated fruity beverage is through the utilization of social media platforms like
Facebook, twitter and Instagram. It will assist the organization in maximizing the impact of the
promotional practices while making the target consumers aware of the offerings. On the other
hand, the organization will also facilitate pop- up advertisements and direct advertisements
through events in order to ensure suitable communication of their message to the target range of
consumers.

4MARKETING MANAGEMENT
References
Ayob, A. H., & Dana, L. P. (2017). Product Strategies for Export Ventures: An Empirical
Investigation among SMEs in an Emerging Economy. Jurnal Pengurusan (UKM Journal
of Management), 50.
Bonnet, C., & Réquillart, V. (2013). Tax incidence with strategic firms in the soft drink
market. Journal of Public Economics, 106, 77-88.
Hansen, J. M., & Walden, E. (2013). The role of restrictiveness of use in determining ethical and
legal awareness of unauthorized file sharing. Journal of the Association for Information
Systems, 14(9), 521-549.
Schudson, M. (2013). Advertising, the uneasy persuasion (RLE Advertising): Its dubious impact
on American society. Routledge.
Trihatmoko, R. A. (2018). Structure of Channel Management and Agency Theory: Relationship
Marketing Approach for Fast Moving Consumer Goods (FMCG) Business (Doctoral
dissertation, Andalas University).
World Health Organization. (2012). A framework for implementing the set of recommendations
on the marketing of foods and non-alcoholic beverages to children.