Marketing Mix Report: Organic Juice - Global Marketing Strategy

This report provides a comprehensive analysis of the marketing mix for an organic fruit juice product. The report begins with an introduction to the marketing mix and its components: product strategy, place strategy, pricing strategy, and promotional strategy. The product strategy focuses on the development of organic fruit juice with various flavors, packaging, and branding. The place strategy explores distribution channels, including supermarkets, grocery stores, and convenience stores, both domestically and internationally. The pricing strategy adopts a value-based approach, targeting health-conscious consumers. The promotional strategy outlines plans for television commercials, print media, social media, and event marketing to increase product awareness and market penetration. The report concludes with a summary of the product's potential for success and its impact on the current market environment, highlighting the importance of a well-executed marketing plan and the support of the marketing team. The report also includes references to relevant academic sources supporting the analysis.

Global Marketing and Decision Making
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Table of Contents
Introduction:..................................................................................................................3
Product Strategy:..........................................................................................................3
Place Strategy:.............................................................................................................3
Pricing Strategy:...........................................................................................................4
Promotional Strategy:...................................................................................................4
Conclusion:...................................................................................................................5
References:..................................................................................................................6

Introduction:
The marketing mix is regarded as the basis model for businesses. It is
regarded as the set of tools for marketing that the company uses to market its
objectives in the target market (Akgun et al., 2017). They generally involve four
broad levels namely product, price, place and promotion.
Product Strategy:
The product strategy forms the foundation of the product life cycle. The
business would specialize in organic fruit juice that would include numerous flavours
such as grapes, apple, orange, guava. The products would include 100% juice blend
together with vegetables and fruit. Additionally, the product is aimed at helping both
its global and domestic consumers in maintaining healthy lifestyle by making sure
that its products are naturally nutritious and would provide a regular benefit that is
needed by consumers. The business would brainstorm its customers regarding the
effectiveness of the product and would obtain new way of obtaining the feedback
from the customers regarding the effectiveness of product (Nguyen, 2018). A three-
layer tetra packaging with three size of 750 ML and 1.5 Ltrs size would be available
in the market. A coloured squares will be printed on the package which would
express the company’s diverse portfolio of products. Freshness being the guiding
ideologies of the product and the company would look to position itself as the
beverage for breakfast.
Place Strategy:
In the initial year of operations, the company would look to expand more
internationally and also domestically within the national territory of Canada. The
business would be marketing its product everywhere ranging from the super-

markets, grocery stores, convenience stores and general and provision stores. The
business would compose the list of probable vendors and would set schedules for
meetings with the new vendors. Furthermore, the business would also hold meeting
with the marketing department to discuss regarding the options of new locations and
allocations to meet with new vendors (Hult & Ketchen, 2017). A meeting with
marketing department would be conducted to discuss regarding the outcome of
existing vendors and go over the outcomes of meetings with new vendors. The
company would look to create a strong network of distribution and its products would
be easily available with the help of several local retailers. The product would be
consumed in the urban cities in much higher volume in comparison to the smaller
rural areas.
Pricing Strategy:
The business would be adopting value based product pricing strategy. The
products would be low cost in comparison to identical products offered by other
brands and the manufacturers have quality products with innovative procedure.
However, the prices of organic fruit juice that would be offered by the business would
not be very expensive and can be consumed easily by middle income consumer
group on regular basis (Morgan et al., 2019). A profit-based pricing strategy would
be adopted to increase the sales and would preferably target health conscious
consumer that prefer healthy fruit juices rather than consuming carbonated drinks.
Additionally, the business would gather the list of product prices of all the
competitors and would be reviewing chart to compare the prices and sales with the
competitors’ products prices.

Promotional Strategy:
The business would look to promote the products through television,
commercials, print media and social media platform such as Facebook, Twitter and
YouTube. The company would undertake a direct response and personal selling by
setting up the stalls and providing the customers with the free samples whenever the
business would introduce the new product in the market and hence increasing the
awareness of the product among the customers. An event marketing would be
launched by the company to conduct numerous campaigns. The business would
launch “Good to be Fresh” event marketing campaign that would kick-start in
domestic market of Canada. The campaign would emphasis on the daily morning
consumption to motivate the customers on having the healthy start to their day. The
target market of organic fruit juice would include the health conscious consumers.
Therefore, a domestic brand advertisement in lifestyle and health magazine is most
likely to be read by such segment.
Conclusion:
Conclusively, the new direction for the organic juice would be successful
during the long run and would take the company to the next level inside the present
market environment. On getting the full support from the executives for the marketing
team, the new marketing plan is anticipated to go without any kind of major hitches
and would be striking the market when it is hot. This will help the company in
maintaining growth and making needed adjustment.

References:
Akgun, A. E., Keskin, H., Ayar, H., & Etlioglu, T. (2017). Why Companies Go Positive
Marketing Innovations: A New Theoretical Prototype For 4ps Of
Innovation. Journal of Business Economics and Finance, 6(2), 70-77.
Hult, G. T. M., & Ketchen, D. J. (2017). Disruptive marketing strategy. AMS
Review, 7(1-2), 20-25.
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing
strategy. Journal of the Academy of Marketing Science, 47(1), 4-29.
Nguyen, T. (2018). Establishing a Customer Approach and a Product Promotion
Plan for a Start-up Busi-ness in Fruit and Tea Based Beverages.