Marketing Principles Report: Fresh Juice Pty. Ltd. Orange Juice Launch

This report presents a marketing plan for Fresh Juice Pty. Ltd.'s orange juice, focusing on its re-launch in the Australian market. It begins with an executive summary and includes a detailed market analysis, environmental analysis (SWOT and PESTLE), and customer analysis to understand market trends, competition, and consumer preferences. The report defines specific marketing, financial, and stakeholder objectives. It identifies the target market demographics and psychographics. The core of the report outlines marketing strategies, including positioning, product development (fresh fruits, organic ingredients, and environmental-friendly packaging), pricing, distribution (place), and promotional activities. The implementation section covers staff training, process management, and physical evidence. The report also addresses budget considerations and evaluation methods. This plan aims to achieve sustainable growth, increase market share, and enhance profitability for Fresh Juice Pty. Ltd.

Running Head: Marketing Principles
Fresh juice pty. ltd.
Marketing Principles

Marketing Principles 1
Table of Contents
Executive Summary.........................................................................................................................2
1.0 Current Situation........................................................................................................................3
Background to sustainable offering.............................................................................................3
Environmental analysis................................................................................................................3
Market and Customer Analysis....................................................................................................3
2.0 Objectives..................................................................................................................................5
Marketing objectives....................................................................................................................5
Financial objectives......................................................................................................................5
Other stakeholders objectives......................................................................................................5
3.0 Target market.............................................................................................................................6
Demographic................................................................................................................................6
Psychographic..............................................................................................................................6
4.0 Marketing strategies...................................................................................................................7
4.1 Positioning.............................................................................................................................7
4.2 Product...................................................................................................................................7
Recommendation......................................................................................................................7
4.2 Additional product-related strategies.....................................................................................7
4.2.1 People..............................................................................................................................7

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4.2.2 Process.............................................................................................................................7
4.2.3 Physical Evidence............................................................................................................8
4.3 Price.......................................................................................................................................8
4.4 Place.......................................................................................................................................8
4.5 Promotion...............................................................................................................................8
5.0 Marketing Implementation........................................................................................................9
6.0 Budget......................................................................................................................................10
7.0 Evaluation and Control............................................................................................................11
References......................................................................................................................................12

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Executive Summary
This report will include the marketing plan for one of the beverages of Fresh Juice Pty. Ltd.
Above assessment includes the market analysis of the Australia in relevance with developing the
sustainable offering for the particular product. This assessment has been segregated in various
segments in relevance with successful introduction of the product in the target market. The first
part of the report will include the marketing analysis, environmental analysis and the customer
analysis. Further, the report will include the objectives of the business which needs to be attained
with the help of introduction of orange juice in the target market. The next part of the report will
include the target market, marketing strategies, their implementation strategies, budget and the
controlling measures. With the help of these strategies, organization will be able to re-launch its
product in the target market with the objective of acquiring the sustainable growth.

Marketing Principles 4
1.0 Current Situation
Background to sustainable offering
Fresh Juice Pty. Ltd. is a well-known manufacturer of various carbonated and healthy drinks in
Australia. In order to re-launch the orange juice in the target market along with acquiring the
desired targets, marketing plan is going to be discussed further. On the basis of outcomes
originated from market research activity, it has been analysed that the demand of healthy drinks
and orange juice is increasing day by day. Thus, organization has decided to re-launch their
existing drink by adding certain unique features and elements. According to the research
conducted by Australian Bureau of Statistics, people are becoming health conscious and they are
switching towards healthier drinks and juices from carbonated drinks. This has increased the
demand of orange juices in the target market and for uplifting the performance of the
organization as well as to increase their revenues and profitability, organization has decided to
develop marketing plan in order to launch the product effectively (Armstrong, et. al., 2012).
Environmental analysis
This analysis is executed in order to determine the internal and external factors’ impact over the
business’ performance and over its products. In order to successful launch the product in the
target market, this analysis needs to be executed. With the help of this analysis, organization
would be able to develop or mould its strategies on the basis of external and internal
environmental factors of the target market (Lombera & Aprea, 2010). This analysis includes the
certain techniques such as SWOT analysis, PESTLE analysis, industry analysis and the
competitive analysis. With the help of outcomes originated from these analyses, organization

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would be able to set up an effective position in the target market as well as it will also help the
organization to make a unique position in the competitive business environment. For analysing
the internal business environmental factors, SWOT analysis will be performed under which the
strengths, weaknesses, opportunities and threats for the organization will be analysed (Shirazi, et.
al., 2012). Apart from this, for analysing the external business environmental factors, PESTLE
analysis will be performed. This will help the organization to develop effective and efficient
strategies in relation with acquiring the desired targets along with enhancing the revenues for the
organization (Kotler, et. al., 2015).
Market and Customer Analysis
Market and customer analysis is performed with the objective of generating effective outcome in
relation with gaining appropriate outcomes. In market analysis, market trends, conditions and the
competitors and their strategies are being evaluated while customer analysis includes their
perception, demands, preferences, etc. The outcomes originated from these analyses will help the
organization to mould its strategies and product on the basis of market’s requirements as well as
on the basis of customer’s requirements. Along with this, organization needs to develop a
distinctive position in the market as well as in their consumer’s mind-sets, thus, they are required
to adopt certain unique strategies through which their products could be segregated from its
competitors’ products. Along with this, product’ features should be capable enough describe its
significance in order to attract the target audience (Mas, et. al., 2010).

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2.0 Objectives
Objectives are subject to the capability of an organization. These are developed with the view to
attain them in the near future or within the given period of time. Objectives are also known as the
aim of the organization for which all the strategies, rules, regulations, and the like are being
developed considering the capability of the organization and analysing the requirement of the
employees with regards to the attainment of those objectives. In relation with Fresh Juice Pty.
Ltd.’s scenario, it has been observed that the organization is re-launching its existing product due
to its increased demand in the target market. Their primary objectives relates to the sustainable
growth and development of the organization along with the enhancement in the demand (Kassim
& Asiah Abdullah, 2010).
Marketing objectives
 Acquiring the customer base and the market share at least by 20%-25% of the target
market;
 Gaining competitive advantage within the 6 months of launching the product; and
 Uplifting its performance in the target market along with the increase in the demand of
their product by 50% marginally (Lee, Kozlenkova & Palmatier, 2015).
Financial objectives
 Increasing the profits, sales and revenues by 20%, 35% and 40% respectively;
 Return over the investment should be increased;

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 Organization should be able to uplift its profitability through which appropriate
amendments and modifications could be done or maintaining the same level of demand in
the target market.
Other stakeholders objectives
 Development of an effective image in the customer’s mind sets for company;
 Development of relationships with customers and suppliers for maintaining the effective
image; and
 Effective goodwill should be developed in the target market with the objective of
increasing the market share (Pradiptarini, 2011).

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3.0 Target market
Target market is the term which describes the area selected by the organization for launching the
products and services. In relation with the orange juice launched by the Fresh Juice Pty. Ltd. in
the Australia market, their target market will be based on the demand. Following are the major
target segments for organization:
Demographic
This segment of the target market is segregated on the basis of their age, income, sex, and the
like. As Fresh Juice Pty. Ltd. is providing healthy and fresh orange juice without any
preservatives, thus, they can target all segments of the people irrespective of the above attributes
of the target market.
Psychographic
This type of target segmentation is done on the basis of audience’s lifestyle, perceptions and
interest. For instance, high income group of people are concerned towards their lifestyle,
apparels, living standard, etc. hence, they made their perceptions in the manner that cheap things
are not made for them so they consume only expensive products. Thus, to target these types of
consumers, organization needs to develop a separate segment of the drink in order to make that
bit expensive and attractive in comparison with the other segments of products (Cronin, et. al.,
2011).
Apart from the above target segments, it has been recommended to the organization that they
should also consider its competitors’ strategies and the effectiveness of their products. This will
help the organization to get an idea in relevance with adaptation of the strategies for making their

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product more attractive and unique from its competitors. With the help of this strategy,
organization would easily be able to gain its desired goals and the objectives.

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4.0 Marketing strategies
These are the techniques through which organization could spread the awareness amongst the
target audience in relation with their products and services. Promotional and advertisement
strategies are crucial part of marketing strategies. As per the scenario of Fresh Juice Pty. Ltd.,
extended marketing mix strategy has been for developing an effective position in the competitive
business environment.
4.1 Positioning
Positioning is the strategy under which organization develops an effective position in the target
market with the help of providing qualitative products, adopting effective techniques as well as
by describing unique features and usefulness of the product. Fresh Juice Pty. Ltd. could also use
the positioning statement for describing the uniqueness in their product which helps them to
develop a positive and effective image in the competitive business market. Positioning statement
used by the company is “taste the real fruits”. This will help the organization attract large
segment of the customers through which desired outcomes would be attained easily (Ryan,
2016).
4.2 Product
The primary features of the re-furbished orange juice are fresh fruits, organic ingredients, no
preservatives, etc. The drink has been modified with the objective to attract the all segments of
the target market. This has been done on the basis of research conducted which states that people
are becoming health conscious and to help them to be healthy, this drink has been modified to
fulfil their requirements (Ottman, 2011).

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Recommendation
It has been recommended that organization needs to use the attractive packaging and labelling
for attracting the target audience. Apart from this, organization could adopt the environmental
friendly packaging which will also help them to attract their target audience (Glanz, Bader &
Iyer, 2012).
4.2 Additional product-related strategies
4.2.1 People
Fresh Juice Pty. Ltd. has focused over adopting certain strategies through which they provide
appropriate training to its staff members in relation with increasing their effectiveness. This will
help the organization to develop unique and strong relationship with consumers which will direct
them towards attainment of the organizational goals and the objectives (Sah & Fugh‐Berman,
2013).
4.2.2 Process
Management of the organization needs to take the responsibility and perform all the functions in
hierarchy basis through which it could help them to serve the target audience in an effective
manner along with attaining the desired outcomes. This will increase the efficiency of the
employees and a level of trust will be build up for organization amongst the employees.
4.2.3 Physical Evidence
Physical evidence is the physical presence of the company in the market and in order to increase
the approachability to the target audience, it is required to set up their company’s stores and