1003MKT Marketing Plan: Mildura Orange Juice (2L Carton) Analysis

This report presents a comprehensive marketing plan for Mildura Orange Juice (2L Carton), targeting health-conscious consumers aged 10-60. The plan outlines the selection of the target market, emphasizing their preferences for organic products, affordability, and nutritional value. It details the positioning strategy, focusing on differentiation through product attributes such as organic ingredients and natural flavors. The marketing mix strategies cover product development, pricing, promotion, and distribution, including a focus on convenience and health benefits. The report also includes an evaluation and control section, implementation schedule, and recommendations for achieving marketing objectives. The student's report provides a clear roadmap for the business to improve its products and make it more suitable and relevant to sell in the market.

HOW TO USE THIS TEMPLATE:
 Download and save as Marketing mix plan 1003MKT - Write your Group details onto the title page
 Begin at the Target market section. An executive summary is always written last and should be
based on your entire plan (i.e., situation analysis and marketing mix plan).
 You are to replace all ‘your text here’ sections with your own writing.
 Remove the tips shown in bold underlined text <text text text > or Red text
 You are welcome to change the appearance of the document and the formatting so long as the
end product presents as a professional document.
 Update the table of contents before submitting – this will make sure the new page numbers are
shown correct.
 Fill in the word count on the title page. Word counts under each section are provided as
approximates as depending on what strategies you choose will depend on what you write. We
have only provided a word count approximate for each section in the template to 2500 words
leaving 500 words for additional content you may wish to cover in any section. You have 3000
words in total +/- 10% for this assessment task.
 Not included in the word count: executive summary, table of contents, anything in a table,
reference list. Please avoid the use of appendices.
 Remember to correctly fill in a reference list. Ensure you reference correctly in text throughout the
document. Marks will be deducted according to the criteria of the assignment, for poor referencing.
REMEMBER.
The purpose of this assessment task:
You are to reposition the product identified in the assessment task overview.
We would recommend that you consult your tutor to ensure that you are on the right track
with the product you have created/modified.
Remember that you are not being marked on the ‘product’ itself (although it is important) –
you are being marked on the fact that you can take the product through all the stages of the
marketing plan. Ensure at all times that your product and ideas/strategies that you choose
align with your marketing objective and target market.
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Marketing Plan for
Mildura Orange Juice( 2L Carton)
Authors XXXXXXXXXXXXXXXXX
SID XXXXXXXXXXXXXX
Word count:
1003MKT Introduction to Marketing
Tutor: XXXXXXXXXXXXXXXX
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Executive Summary
<Overview of plan including objective>. Place text here. Place text here. Place text here. Place
text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place
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<Summary of Marketplace Environment>. Place text here. Place text here. Place text here. Place
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<Target Market and positioning>.
The target market for the business is for all class of consumers aging from ten years to 60 years. The
customer who are very health conscious and prefer organic products in food. The target market are
the customers who are seeking healthier drink in breakfast. The taste and preferences of the target
market are affordability, nutritional value and taste and natural or organic. The price of the products
has to be affordable since, it is a daily consumable product and to attract more number of customer.
<Primary Marketing Mix strategies used in the plan>. Place text here. Place text here. Place text
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<Benefit to the company>. Place text here. Place text here. Place text here. Place text here.
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HINT: Approximately 250 Words (remember your Executive Summary is not included in your word
count). Remove the subheadings here – they are just a guide of what should be included.
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Table of Contents
Executive Summary........................................................................................................... 3
Table of Contents............................................................................................................... 4
Target Market & Positioning............................................................................................... 5
Selection of Target Market.............................................................................................. 5
Positioning Strategy........................................................................................................ 5
Positioning Strategy..................................................................................................... 5
Positioning Attributes................................................................................................... 5
Perceptual Map/s......................................................................................................... 6
Marketing Mix Strategies................................................................................................... 6
Product........................................................................................................................... 6
Defining the product attributes....................................................................................7
Price................................................................................................................................ 7
Promotion....................................................................................................................... 8
Place............................................................................................................................... 8
Example of distribution model.....................................................................................9
Evaluation and Control....................................................................................................... 9
EVALUATION OF XX GOAL/OBJECTIVE........................................................................10
Implementation & Schedule............................................................................................. 10
Gantt Chart................................................................................................................... 10
Conclusions and Recommendations.................................................................................11
Reference List.................................................................................................................. 13
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Objectives
Marketing Objectives
 Place your 1-2 SMART objectives here. You will learn how to create a marketing
objective in the workshop. More than 2 is not achievable in a 12 month period.
Examples objectives to consider:
 Improve customer loyalty (generate X% of repeat business in 1 year);
 Increase brand awareness in X market segment from X% to Y% in 1 year;
 Extend reach of communications to 90% of target customers in 12 months;
 Sell ??? product by x date;
 Increase market share by X market segment by 5% this year;
 Reduce marketing costs by 10% over the next 6 months;
 Others?
<Explanation> Justify why each objective was chosen. Place text here. Place text here. Place text
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Write approximately 100 words.
Target Market & Positioning
Selection of Target Market
<Identify the target market chosen for this plan and justify why. Use the segmentation criteria
to describe these people in detail. This will also be discussed in your workshop.
Target Market: Health conscious people aging from 10 to 60
Demographic Aspects The primary consumers can be both women,
men and children. The age group which the
company will be targeting is from 10-60. The
company focuses on working class families.
Geographic aspects People who usually go to gym and urban
families who can have easy access to go malls
and shopping centres.
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Behavioural Aspects The people who are more focused on organic
products and healthy products.
The people who are frequent purchasers for
drinks and morning snacks.
Customer loyalty needs to maintain in order to
attract the customers.
The people are not sensitive to price and can
give prior to health.
Psychographic Aspects People who are highly involved in keeping their
body fit.
People who only prefer organic drinks without
preservatives.
People with busy-lifestyle and seeks
convenience in buying the products.
It is an alternative for preservative drinks.
The target markets necessary in order to identify the key factors a customer would buy the product.
This shows the preferences and taste and where the business should be focusing on more to attract
the customers (Asekome 2020). The taste and preference of the customer is road map for the
business to improvise its products and make it more suitable and relevant to sell in the market. The
perception for people regarding the product is important to get the optimum result which the company
aims at providing (Haider et al., 2019). Moreover, it can be suggested that the healthy-life style of
people make them more vulnerable towards preservatives and toxic juice products sold in the market.
Therefore, the company might get high recognition due to its organic quality and due to its natural
flavours (Išoraitė 2016).
.
Hint: Choose only one target market even if several relevant ones present themselves.
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Positioning Strategy
Positioning Strategy
<Identify which positioning strategy you will use. Generally there are two major strategies:
price and differentiation. Your choice must be based upon your competitor POS and POD
analysis> Place text here. Place text here. Place text here. Place text here. Place text here. Place
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Write approximately 200 words
Positioning Attributes
<Identify what 3-4 product attributes you will use to achieve this strategy, Justify based upon
the opportunities identified in the SWOT analysis. Generally these attributes are qualities that
exist within the product that the consumer considers important, and will consider in their
purchase decision process. How to create a positioning map will be demonstrated in the
workshop.> Place text here. Place text here. Place text here. Place text here. Place text here.
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Write approximately 100 words plus include your positioning map/s
Positioning Map/s
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Marketing Mix Strategies
Product
<Define the core benefit offered by the product> Place text here. Place text here. Place text here.
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<Define the actual product offered; e.g. materials used on manufacture, branding, packaging,
labelling etc.> Place text here. Place text here. Place text here. Place text here. Place text here.
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<Define any augmentation of the product> Place text here. Place text here. Place text here.
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Defining the product attributes
New Product Attributes Resulting Consumer Benefit
Attribute 1
Attribute 2
Benefit 1
Benefit 2
Benefit 3
 Provide a 2-D image of the new product/s with descriptors.
Write approximately 400 words
Price
<Identify the cost of the product to the customer. Identify the key pricing strategy used.
Generally, if this is an established marketplace then you will price based upon your
competition and your positioning strategy against them. If this is the one and the only product
in the marketplace and there are no substitutes then you will base your price based upon what
the customer is willing to pay for the benefit offered. Justify your strategy based upon the
overall objective of the marketing plan> Place text here. Place text here. Place text here. Place
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Write approximately 200 words
Promotion
<Your promotional strategy must reflect your positioning strategy. This means that the
message you are sending to the market be relative to the positioning strategy. Develop a 3-6
word sentence that can be used to portray this strategy. For instance, Toyota use “oh what a
feeling”. Also the media chosen to communicate the message must be the same media that
your target market consumes. As such the message must be the same across all the media
used. You should also include the type of advertising you will use and justify your choices –
remember who you have chosen as your target market and how will this enable you to achieve
your objectives.
The promotion strategy is the most important factors which the company puts its maximum effort. The
business will have to attract the potential customers who wants to have organic juice in their diet
(Miller Jr 2020). The target market will best respond to the product when the product reach them
with full potential and this could be done through effective promotion. Since, our main focus is on
providing healthy and stay fit product and aims attracting children even (Haider et al., 2019). There
will be one type of figure that is orange figurine. The figurine will help to attract the customers to buy
the products. The logo for the business is “Drink Healthy Stay Healthy”.
Target Market: Health conscious people aging from 10 to 60
Promotional Tools Information on the Message to the target market
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Total Benefits
Text
Price
Text

promotional tool used
Media Advertisements The media advertisement is
through television.
What: It would highlight all the
specific features and why
customers should prefer this.
When: After shows mainly it
will be shown in the morning
hours when families are having
breakfast.
Who: Men. Women and
children
Expectation: Increase
awareness of the product
Contingency plan: Making the
video for shorter period in
order to reduce the cost.
The media marketing would
reflect the benefits and how
effective the products is for
breakfast.
Free samples sold at malls and
shopping stores
What: free samples of the
product will be distributed in
the malls and shopping
centres.
When: During evening,
customers are active during
evening time.
Who: Men. Women, children
Expectation: Increase
awareness of the product.
They will be able to have the
real taste of the product.
Contingency Plan: Small
packets will be given in
different areas.
The customers can have the
real taste of the product without
buying to gain their trust.
Social- media advertising What: advertisement will be on
Facebook and Instagram.
When: 24 hours new page will
Attention of the students, and
children who are active on
social media.
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be created
Who: Man, women and
children.
Expectation: Customers will be
aware of the product.
Contingency Plan: Likeness
and activity can be marked of
the customers.
Guerrilla Advertising What: Advertisement through
people wearing costumes (like
an active orange) to attract
children.
When: During evening hours
Who: Mainly children.
Contingency Plan: free
samples given by the
costumed person to the
customers.
Small kids will be attracted
towards the costumed person
and will be willing to buy the
product.
The promotional tools will attract the customers to buy the product. The use of promotional tools
should be continued for longer period of time.
Write approximately 500 words
Place
<Identify the distribution chain you will use to transfer the product from the manufacturer to
the consumer. What strategy will you use to get the distributors to take on the product: push
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Example of distribution model
Write approximately 200 words
Evaluation and Control
<Identify measures you will use to evaluate your marketing plan/objectives and place in the
table provided. Justify. Remember these evaluation measures must be relative to the
objectives of the marketing plan. In the marketing plan section of the assessment tab, there is
a PowerPoint slide on some possible metrics to include. You should use at minimum one
metric for each goal to evaluate your plan.> Place text here. Place text here. Place text here.
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EVALUATION OF XX GOAL/OBJECTIVE
Objective Metric Timing Responsibilit
y
Text
Text
Write approximately 200 words
Hint: Why did you choose those metrics to measure your chosen objective? You could
discuss this as a point of justification.
Implementation & Schedule
<Provide a 1 year timetable of when things are going to happen and who is going to do them.
Justify in the text area. Make up your Gantt chart and place after the text. We recommend
using Microsoft Excel to do this. > Place text here. Place text here. Place text here. Place text
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Write approximately 200 words
Hint: Although the marketing plan is for a one-day event and in particular the integration of
your product, there is a lot of planning that must occur prior and during the event. This needs
to be discussed and embedded in the Gantt chart.
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Gantt Chart
(EXAMPLE ONLY)
Conclusions and Recommendations
<Provide an overall conclusion to the marketing plan (taking into account both the situation
analysis and marketing mix) and provide justifications. These may be based upon the
justifications already provided; also provide what major recommendations you feel need to be
put in place to make the plan succeed. Please make sure that your conclusions and
recommendations follow logically from the target market and the positioning strategy through
to the marketing mix and evaluation and control and all these are based upon your overall
objective. There must be continuity of thought throughout the marketing plan. You should also
provide some recommendations for the medium to long term.> Place text here. Place text here.
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