Purity Soft Drinks: An Analysis of Marketing and Strategy for MKT4A2

This report provides a comprehensive analysis of Purity Soft Drinks' marketing strategies, examining the company's use of traditional marketing tools and their effectiveness. The report begins with an overview of the company, its objectives, and the issues it faces, followed by a market description and SWOT analysis to understand the competitive landscape. It explores the company's use of technology in marketing, including both past and present strategies, and recommends potential technological advancements. The report then delves into the marketing plan, including product segmentation, positioning, and the marketing mix, before concluding with recommendations for the company to adapt to modern marketing trends. The analysis considers both traditional and digital marketing techniques, offering insights into how Purity Soft Drinks can leverage its existing strengths while embracing new opportunities in the market. The report uses primary research and survey data to support its findings and recommendations, providing a well-rounded view of the company's marketing performance and future prospects.

Running head: MARKETING AND STRATEGY
Marketing and Strategy
Name of the university
Name of the student
Author note

1MARKETING AND STRATEGY
Executive summary
The paper intends to present the issues with traditional marketing faced by Purity Soft
Drinks, UK with the support of a primary research and survey. The report has been described
usefulness and effective nature of the traditional marketing tools by Purity soft drinks
following a brief summary of the organisational objective and issues first. Market description
and a SWOT analysis have allowed the readers understanding the issues and opportunities
better. Traditional usage of technology have been elaborated along with both the traditional
and current STP strategies. Finally, a marketing mix has assisted exploring various
communication channels strategically and addressed the issues with digital marketing tools.
As per the recent marketing trends, this report has produced the feasibility of applying or
diversifying new marketing DNA with the old ones and according to that, recommendations
have been suggested.

2MARKETING AND STRATEGY
Table of Contents
Introduction....................................................................................................................4
Overview of the company..............................................................................................4
Issues..........................................................................................................................5
Opportunity................................................................................................................6
Market description.........................................................................................................6
Macro environment: factors.......................................................................................7
Micro environment: Factors.......................................................................................8
Swot analysis of Purity soft drinks.............................................................................9
Feedback collected from primary research..................................................................11
Use of technology in marketing...................................................................................11
Chosen technology in marketing..............................................................................11
Recommended technology in marketing..................................................................12
Marketing plan.............................................................................................................13
Product segmentation...............................................................................................13
Micro segmentation..................................................................................................13
One to one segmentation method for future.............................................................14
Positioning................................................................................................................14
Value proposition.....................................................................................................15
Essential p’s of marketing............................................................................................15
Conclusion....................................................................................................................17
Recommendations........................................................................................................18

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References....................................................................................................................20
Appendices...................................................................................................................23

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Introduction
The report intends to review the marketing strategies chosen by Purity soft drinks for
over the past decades. Acknowledging the role of marketing this report will try to explore the
techniques, which the company, Purity soft drinks Puritysoftdrinks.co.uk (2018), has been
using since its days of beginning. Purity soft drinks has been operating their business since
1892. The first innovative marketing stunt was noticed when in a popular market of
carbonated soft drink they introduced range of fresh fruit juices. Purity soft drinks has
experimented with the ingredients to launch several soft drink products and diversified the
idea from having cola as a refreshing beverage to fruit juice with active herbs to approach the
health conscious generation. This strategy, eventually, has been helping them to create a
competitive position since the days of beginning. Apart from current digital strategies, it has
been depending on old DNA of marketing, which suggests their marketing efficiency.
In the due course, the report will describe the usefulness and effective nature of the
traditional marketing tools by Purity soft drinks following a brief summary of the
organisational objective and issues. Market description and a SWOT analysis will allow
understanding the issues and opportunities better. As per Sharma, Koc and Kishore (2014),
Traditional usage of technology will be discussed along with both the traditional and current
STP strategies. Finally, a marketing mix will assist exploring various communication
channels strategically. As per the recent marketing trends, this report will produce the
feasibility of applying or diversifying new marketing DNA with the old ones and according
to that, recommendations will be suggested.
Overview of the company
Long before such technological development, businesses were successfully executing
business operations and gained revenue as well. Communication process of Purity soft drinks

5MARKETING AND STRATEGY
was so advanced that with the help of key marketing strategies, which has made the brand
recognizable in countries overseas as it is in its home ground. The journey of 124 years of
serving the UK population with fruit juice and juice beverages was not easy yet remarkable
based on the strategies they used in terms of making the brand popular locally. The business
is collaborating with local farmers as well in terms of raw materials (Oberholtzer et al. 2014)
. The bottle, the use of font, innovative names according to ingredients; everything is timeless
and still maintaining the tradition apart from few modifications. Besides, keeping the
consumer price almost same for the past twenty five years and successful in proving the same
quality throughout, is undoubtedly, claims customers’ attention and increases brand value.
Keeping the same quality and using creative advertising campaigns Purity soft drinks has
been operating the business since past 124 years in various national locations. In addition,
their franchise model has been proven as successful as well in terms of expansion. Moreover,
Purity soft drinks has been using music for decades for the marketing purpose by
collaborating with music shows and sponsoring music festivals or composing a theme jingle
even.
Therefore, it can be said after reviewing Tiago and Veríssimo (2014), that long before
such digital strategies the company gained much public exposure. That is why; this company
is suitable because as described Purity soft drinks has been using old marketing DNA for a
long span of time successfully. However, considering the increasing competition and
dynamic preferences of the consumers Purity soft drinks is needed to leverage technology
more if the organisation wants to sustain for more two decades in such a competitive business
environment.
Objectives
 The market trend is in favour of low calorie, low sugar drink rather nowadays major
part of the potential customers prefer a beverage, which has a nutritious value as well.

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In order to combat the issue the company sets its objective to increase the awareness
across global market within a span of next six months and hence opportunity of an
increased revenue can be identified along with the market share.
 Acknowledging this opportunity, organizational objective is to increase the market
share more than the previous decade by at least 5% at the end of the current year.
 Moreover, goal is to increase the sales unit as well by 20% within next two years.
Issues
 The current issue company is confronting with is that the use of sugar as one of the
main ingredients of the products. The product has been diversified to Coke zero and
Purity soft drinks life reducing the sugar quantity.
 According to Reisch, Eberle and Lorek (2013) in long-term the issue will raise in
terms of product innovation and sustainability.
In a situation like that, to identify the key performance indicator a SWOT analysis
would be helpful to understand the contemporary variables of the market.
Key performance indicator
Variable aspects Description
Customer satisfaction Purity fruit juice is the stable
condition of existing customer base and the
number of new customers the company is
successful to attract and the issues related to
them. The operation regarding customers’
service like meeting the requirements of
perceived value of the customers determine
the annual performance of a company in

7MARKETING AND STRATEGY
terms of both profitability and customers’
satisfaction.
Innovative product range to capture value In case of Purity fruit juice brand, it can be
said, well marketed innovative products,
fresh and sugar free original drinks,
vegetable and health tonics if gain success
to approach the market need then it can
boost the company’s performance.
Fulfilment of the agendas Accomplishment of all the objectives
regarding increasing market share and sales
unit within the scheduled time will be
regarded as company’s good performance.
Market overview
The industry of fruit juice is currently running on a positive note and businesses are
experiencing growth centrally for the change perception of people regarding their lifestyle.
People have become more conscious regarding health issues. Therefore, consumers prefer
healthy beverages such as fruit juice, vegetable drink and health tonics to remain fit and
happy. Considering that opportunity, the business of Purity fruit juice has grown up to 20%
from previous decade. People are showing interests in blending of fruits and vegetables in
one drink that is capable of mitigating health issues. Since, 1892 the company has been
operating yet the current situation is favourable for rapid business growth. The current market
of soft drink is promising as far as the consumer behaviour is concerned.

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Market description
Purity soft drinks is competing in domestic market mostly, targeting the young
generation who are health conscious, children and working professionals. The average age of
the target market is from 08 to 55. According to the market trend, a reading of Slining,
Mathias and Popkin (2013) suggests, consumers are prone to have a beverage that has
nutritious value rather than being carbonated one. The organisation positioned itself as an
agent of sharing happiness and as if the product helps to lighten up the mood along with
serving nutritious benefits. The main competitors are other carbonated or energy drink
companies like Vimto and of course, nutritious fruit juice products can be considered as
competitors. However, according to Alviola et al. (2014), the trend among the consumers has
also been noticed that with the increasing threat of obesity people like to keep such juices
handy in order to quench their thirst as well as demand of nutrients.
Macro environment: factors
 Political regulations have been changed regarding the trade rules, which is
consistently affecting the importation and exportation of raw materials. However, as it
has become mandatory to mention nutritious value on the packaging several market
opportunities are increasing.
 People irrespective of the economic background can afford this drink, which has been
proved by the increased sale of the product in the time of recession as well.
 Although, Purity soft drinks is a fruit and botanical herbs infused drink, a social trend
has been identified among the older population and diabetic people to avoid such
drinks as it contains sweet fruits and sugar. Purity soft drinks has diversified the
products into zero sugar or health tonics using bitter gourd, mint leaves have helped
them to capture the market value. Moreover, as described in Ramos et al. (2015),
using the nutrition information in the packaging the sales has been increased.

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 Legal changes are responsible for the decreased business as well. As it is a small local
operator, changes in income and corporation tax affected the market position of Purity
soft drinks in a negative way. Based on change in US tax system, it has influenced
business of the juice company.
 There are clear instructions in their packaging on how to depose the cans and bottles
to remain environment friendly. Recycled bottles and cans create positive effect on
both the environment and customers’ who are conscious about environment
conservation.
 Television advertisements and radio broadcasts were the technological advantage that
the company used to opt for. Besides, print media was the biggest channel for
marketing.
Micro environment: Factors
 The mission and vision of the company itself suggests strong business ethics. Their
policy is to satisfy the employees in order to make the customers satisfied.
 As the company is almost 125 years old, the organisation has experienced a huge deal
of transformation regarding the nature of marketplace and the way promotional
activities have been designing by the executives since the beginning. The brand has
already established its brand value widely and well recognised too. As described in
Bojei et al. (2013), it has become possible due to establishment of good relationship
with the consumers by providing them the best possible quality.
 Suppliers must be ethical and a trustworthy relationship is important in order to serve
the market according to the changing requirements.
 The biggest competitor of Purity soft drinks is other giant soft drink brands and the
main sector of competition is their pricing strategy. Although, as described in
Vimto.co.uk (2018), Vimto have not followed the product diversification strategy

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based on fruit juice to make the business sustainable. Otherwise, for the sake of
marketing strategy, yet they are offering some tangy raspberry and grape flavours
along with health tonics, which fit the energy of young generation rather than being
served in breakfast tables mostly (Kit et al. 2013).
Swot analysis of Purity soft drinks
Strength Weakness
 Purity soft drinks is maintaining
their brand identity for more than
100 years with its vast local
presence.
 The brand has always been
maintaining smart advertising
strategies like removing added sugar
from the ingredient list or promises
to keep people healthy and fit. With
such national wide distribution
network, Purity soft drinks has an
adaptable nature with versatile
range.
 There is a lot of scope available for
marketing for Purity soft drinks
officials using the psychological
component of people with a clean,
healthy and contemporary approach.
 In spite of having vast national
presence, the company has not yet
explored the international market
due to its small resources, lack of
balance in financial and marketing
sector.
 Moreover, immense competition
with giant soft drink brands is
increasing day by day. Products are
a little expensive as compared to the
other carbonated drink because of
the ingredients.
 As the products are fresh and pure,
use of fewer preservatives indicates
its short shelf life.
 The supply and distribution chains
are limited along with workforce.
Even if the trend is to consume
healthy beverages, being a small

11MARKETING AND STRATEGY
company Purity fails to balance the
demand and supply occasionally.
Opportunities Threats
 A great deal of marketing and
collaboration opportunities have
been found based on their strength
and to improve the weak areas.
Several cola brands are interested in
product diversification targeting the
health related issues of society.
Purity can think for approaching
Cola brands for collaboration or
partnership in order to explore
global opportunities.
 Purity soft drinks must think for
their less marketed products first
through technological help. Weak
and old marketing DNA can lead
towards less awareness about their
diversified products.
 The supply chain management and
its establishment in a convenient
place must be done in order to
ensure lower transportation cost and
 The threat comes from the consumer
behaviour mostly. The market trend
suggests that if Purity soft drinks
does not improvise their old
marketing procedure and business
operations the revenue will not
increase and the business growth
will remain in a stagnant place.
 Sourcing raw materials and lack of
efficient workforce strength in
operation management are causing
trouble. Increasing price and
taxation policy are additional
reasons of price hike, which might
be one of the reasons for shifted
interested of customers.

12MARKETING AND STRATEGY
better revenue.
 They have opportunity of
diversifying their products for
diabetics and obese persons
combining the veggies and grains as
well.
Feedback collected from primary research
The research has been executed by considering responses of five marketing officials
from Purity soft drinks. Questing 20 people randomly about their experiences with Purity
drinks, an additional market survey was performed. The findings suggests a shift in
consumers’ behaviour. The market trend is to maintain a healthy diet to avoid the chances of
several health conditions. As per Tajeddini, Elg and Trueman (2013), traditional marketing
tools are relevant yet in case of small businesses, it would be cost effective and more
customer oriented to proceed with digital marketing tools.
Use of technology in marketing
Chosen technology in marketing
The threat of using additional sugar in fruit juices is one of the biggest threats to the
juice brands like Purity, which promises to offer natural and fresh quality products. As the
time progresses consumers are becoming more sophisticated regarding the matter of buying
juice product. Company is assuring, as a part of campaign, an honest ingredient list on the top
of the packaging. Purity brand clearly adheres to the fact that their packaging manufacture

13MARKETING AND STRATEGY
units maintaining the manner with the help of advanced machines without damaging the
benefits of nutrients.
The company has been using several old marketing DNA which are relevant still in
new marketing environment as well. As instance, digital boards on top of high buildings,
malls ands and storefronts are capable of make a wide number of audiences aware of the
product specifications. Besides the most familiar method is using hand painted or printed
images on billboards instead of using texts. These large boards are hard to overlook when
placed on the top of high buildings. Digital boards are nothing but a digitalized form of
billboards.
Targeting a particular set of audiences email marketing can be old-fashioned yet
approach the new generation market highly. It is considered as the best-personalized
approach to customers in terms of making them understand and influence them to buy their
products.
In addition to these, the methods of printed and television advertisements are
common. Simultaneously, printed toll free customer care contact and providing them virtual
support regarding products are some of the traditional technical help which have been opted
by the company for their marketing campaign.
Recommended technology in marketing
In developing the brand identity and recognition, the traditional marketing strategy is
failing to reach the corners of individual’s drawing room. It has been observed that the
increasing use of smartphones among the tech-savvy generations irrespective of their
economic background. Digital strategies, mainly social media helps a small business
organisation to remain cost effective too.

14MARKETING AND STRATEGY
 Purity juice brand can provide QR code, which is needed to scan by using a smart
device to log into the website of the company, which will allow the customers to gain
deeper perception of the product.
 Besides, internet based technologies like developing a well-designed web page will be
helpful for them in terms of engaging customer base with plenty of product
information.
 Recruiting more social media and digital marketing executives will help the company
to appear more frequently in search results. Besides, creating media pages over social
networks will help to gain feedbacks regarding customer experience and assist to
know about the market trend. It will indirectly help to diversify the product range
according to changing trends of the contemporary market.
Marketing plan
According to Sadun (2015), Marketing plan is created with the purpose of improving
the business, to establish strong relationship with the customers for sustainable income from
the existing product range and to remain a supplier of value aligned with the stakeholders’
response. Therefore, crisp and appropriate segmentation, targeting and positioning strategy
would be helpful to develop the brand image of purity fruit Juice Company.
Product segmentation
Purity fruit juice introduced their fresh and 100% natural range of fruit juice and
beverages in order to make an impact on health of UK population. The market was full of
carbonated cola and refreshment drinks when it was launched. Hence, it was uncommon and
a bit expensive though in terms of its ingredients. The trend of being fit and physically
attractive has been increased from the past few decades. Not only celebrities and sports
persons, the trend has become popular among common citizens as well. Therefore, a reading

15MARKETING AND STRATEGY
of Thompson (2014) suggests people having health or fitness concerns are the chief base of
customers from there the revenue comes in. Besides, there is a range for children, which adds
children and teenagers to the segment.
Micro segmentation
Marketing executives and managers find certain recurring characteristics among the
consumers, based on which customers can be divided into separated groups. While designing
the product ranges the requirements of certain groups are needed to keep in mind. The juice
brand has been operating the market of UK on the basis of this policy until the idea of more
personalised or bespoke drink has emerged. It will be a smart approach to maintain the
existing segmentation policy along with exploring the one-to-one together.
One to one segmentation method for future
Acknowledging the nature of customers’ demand that has become more personalized
than before, hence, in order to serve bespoke services the company needs to focus on
individual demand to approach a collective group of same choices. It will enhance the retail
shopping experience of the customers. In due course of one to one marketing, as argued by
Hansen and Sia (2015), Purity being an independent retail brand must use consumer
behaviour in order to target the dynamism, use of smart devices must be increased to receive
more personalised feedback that will be helpful in terms of delivering bespoke nutritious
drinks in future.
Positioning
The company positioned itself as a healthy, traditional drink with low amount of
added sugar alternatives. Purity produces drinks with appealing names like Juice Bursts, Juice
Burst Skinny and Firefly. The product name itself suggests its position and target market too.
According to the current position, although it is a small independent company still it has big

16MARKETING AND STRATEGY
presence within industry. In response to the global need of healthy refreshment drink, the
organisation is preparing itself for diversifying into beverages preferred by the consumers.
Therefore, considering the psychology of consuming healthy foods and less calorie the
products can position itself successfully comparing to the competitor carbonated cola or
energy drink brands. With the help of technology, new packaging details can be added like
QR codes to make customers’ awareness for branding. This strategy is relevant in
contemporary market place as well.
Value proposition
Value proposition is that component of a product that influence the buyers’ decision-
making process while shopping a beverage or other products. The competitor Vimto produces
health tonics infused of raspberry, blackcurrant and gapes mostly. Later, Vimto diversified
into fruit flavoured cola based drinks. On the other hand, Purity has been operating in with
the same business value modifying very few things based on the consumers, preferences
aligning with the health benefits. The reason why people would buy a Juice Burst, as per
Juiceburst.com (2018), rather than a carbonated Vimto is that along with refreshment a
consumer can have nutrients as well. It fits appropriately with the emerging marketing trend
of consuming a healthy diet.
Essential p’s of marketing
Purity Fruit Juice, a small independent beverage company of UK, which has been
applying the old marketing DNA for more than 120 years of business operations; it would be
a highly professional approach to frame a marketing mix in order to balance with the current
market trend and dynamic consumer preferences even in such a digital era.
Product: As discussed before, and according to the data gathered from primary research
Purity is offering healthy, fresh and natural fruit juices with lower amount of sugar and sugar

17MARKETING AND STRATEGY
alternatives. The company uses zero preservatives to keep benefits of the nutrients same as
the fruit itself. As per the study of Fruit And Vegetable Juice Market: Global Trends (2018),
the company is thinking of diversifying the ingredients in future into vegetables for
addressing several health concerns like obesity, diabetes and high blood sugar level or
cholesterol.
Pricing: Purity is committed to deliver quality products of daily use at an affordable price
targeting the families with moderate to high income. It must be remembered, as the
ingredients are fresh stock of fruits and vegetables it cost more than the other soft beverages
(Mursu et al. 2013). The health conscious population have a tendency of investing on
products, which are worth the money, and delivering value. Purity will be beneficial if they
focus on delivering quality rather than setting a competitive price. At the same time, the
pricing strategy makes the products unapproachable to the students living in UK or the young
generation.
Place: Purity has been operating business as a small independent retail chain on national
scale only. It has never thought of expanding the business in spite of its vast presence within
the industry. As supply and distribution units are limited, Purity needs to establish more units
at convenient locations to ensure lower transportation and operation cost. UK is a culturally
diverse market with several health requirements and people are more into consuming healthy
diet rather than having junks.
Promotional strategies and tools: According to Leeflang et al. (2014), it has been
observed that due to their dependence on traditional marketing tools the marketing managers
have experienced issues reflected in the sales and revenues of the business. People are more
technology oriented and more than television and newspaper, they are into smart devices.
Therefore, publishing advertisements on television can be a dependable channel yet it is

18MARKETING AND STRATEGY
difficult to approach the young generation using newspaper as a marketing medium. It can be
said with the context of Malthouse et al. (2013), the company can recruit more staffs into
marketing management team who are efficient in generating more revenue and brand
awareness by using digital marketing tools. Sending emails and collecting feedbacks via
social media to serve bespoke services can be game changer for them.
PR strategies can be considered as a part of promotional activities. According to
Smedescu (2013), creating social media pages would not be enough. Further, as descibed in
Veeck and Hoger (2014) managing and operating them in terms of customer interest will be
extremely helpful to increase brand awareness. Creating innovative contents over Facebook,
Instagram and creating video contents regarding marketing campaign over YouTube will
help. However, the company is focusing on traditional communication strategies like email
marketing (Xu, Frankwick and Ramirez 2016). There is no other medium so effective than
social media at this point in terms of sharing product information, news and receiving
feedbacks of consumers. These feedbacks can be used as marketing components in
advertisements to increase credibility the offered quality.
People: Being a small independent chain, it does not have efficient and adequate
workforce to satisfy the demand of the market. Human resource management of Purity needs
to go through several trainings on handling the new digital marketing tools to understand
customers’ perspectives.
Physical evidence: It is evident from the physical environment that customers’
preferences are shifting towards healthy beverages. Nutrition benefits must be mentioned on
the packaging and the attractive packaging helps to attract attention of consumers indirectly.
In the case of Purity, redefining the brand image by opting for several corporate branding
strategies may help to increase feasibility of marketing strategies.

19MARKETING AND STRATEGY
Conclusion
As per the primary data collection and analysis, it has been observed that employees
posted in marketing sector of Purity is confronting with challenges regarding the
development of brand awareness using traditional marketing tools. They have felt an urge of
shifting their concentration towards digital marketing tools and strategies in order to generate
more profit and sales. Depending on their strong national market presence and consumer
loyalty, they can try to overcome their flaws of not being present on global space and combat
the marketing issues with the help of certain advanced technological help.
Recommendations
The recommendations are feasible in terms of cost, practicability and acceptability
and it can be expected that Purity Fruit Juice will be able to implement the new marketing
DNA with the old ones within an estimated time span of twelve months.
The entire marketing plan will be cost effective because most of the promotional
activities will be executed with the technological help and social media. However, the
investment has to be done in IT infrastructure and human resource development programmes.
It is practical enough to shift from the traditional marketing tools and align the
purpose with new marketing procedures, as social media assists to reach wider range of
audiences within a short span of time.
It is acceptable, as to sustain a competitive position in market a company must be
adaptive and open to creative ideas for satisfying dynamic preferences of consumers.
Recommendations are as follows.

20MARKETING AND STRATEGY
 As described in Malik, Willett and Hu (2013), Purity can diversify their product range
by launching several health tonics infused with vegetables and botanical herbs as a
solution to health conditions like obesity, diabetes and hypertension.
 Creating social media pages and gathering feedbacks will help to develop new
products and improve existing services.
 Corporate branding procedure, establishing more supply chain are some of the steps
that must be taken immediately to gain customers’ attention.
 New marketing procedures like using digital marketing tools and search engine
optimization are helpful in terms of providing immense product information easily.

21MARKETING AND STRATEGY
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24MARKETING AND STRATEGY
Appendices
In order to conduct the primary research five marketing officials from the Purity had
been chosen as respondents. Before, coming to a conclusion of product diversification, a
market survey was done to understand the customers’ preferences. Opinion of 20 customers
were considered randomly.
Responses of marketing officials:
Questions Respondent 1 Respondent
2
Respondent
3
Respondent
4
Respondent
5
 What are
the issues
with
traditional
marketing
tools?
It is not a smart
way to approach
young generation.
The cost of
advertisements
through
television,
newspaper and
billboards are
increasing.
Lack of
effectivenes
s in a digital
era.
People
hardly have
time to
read
newspaper
or
concentrate
on
distributed
handbills.
Small
business
organisatio
n cannot
invest so
much on
marketing
purpose.
 What are
the
emerging
trends of
beverage
industry?
People are more
concern about
their health.
Therefore,
maintaining a
healthy diet.
Carbonated cola
drinks are for
youth mainly.
Fruit juices are
for all the age
groups.
Vegetable
health tonics
are
preferable
for those
who wants
Energy
drinks are
consumed
among the
working
professiona
People
wants to
drink
healthy and
stay
healthy.

25MARKETING AND STRATEGY
to maintain
their weight
and health
conditions.
ls. There
are less
informatio
n in market
that fruit
juices can
provide
both the
energy and
nutrients.
However,
consume
cola drink
sometimes
if they feel
like
refreshmen
t spending
small
amount of
money.
 What are
the
possible
solutions?
Development and
training session
for workforce is
needed to
utilizing modern
technology for
marketing.
Digital
marketing tools
will be helpful.
Social
media
marketing is
cost
friendly.
Wider
range of
audiences
can be
approached
virtually.
Virtual
media is
helpful in
terms of
addressing
customers’
issues
individuall
y and
provides an
idea of
consumers’
preferences
.

26MARKETING AND STRATEGY
Primary research questionnaire and responses of public survey:
Questions Positive Negative Neutral
1) What are
your first
impression
on the
product?
55% 40% 5%
2) Was it fresh
and
beneficial?
45% 20% 35%
3) Would you
like if Purity
launch
vegetable
infused
health
tonics?
70% 15% 15%
4) Do you feel
it completes
your
breakfast?
40% 20% 40%
5) Is it worth
the price
70% 30% 0%

27MARKETING AND STRATEGY
range?
6) Would you
prefer a
carbonated
drink over
Purity soft
drink?
15% 80% 5%
7) Do you get
enough
product
information
online?
25% 65% 10%