Marketing and Strategy for Refresco's New Product Launch (UK)

This report examines the marketing strategy for Refresco's new healthy drink product, 'Refreshoo,' focusing on its launch in the UK market. The introduction defines marketing and sets the context of Refresco as a leading fruit juice provider. Task 1 details the new product, a pineapple and aloe vera drink, highlighting its health benefits and ingredients. Task 2 provides a market analysis, including market size, trends, competitors, and consumer behavior in the UK. Task 3 outlines the STP (Segmentation, Targeting, and Positioning) strategy, identifying the target market as health-conscious young adults. Task 4 discusses the marketing mix, focusing on product, price, place, and promotion strategies for 'Refreshoo.' The report concludes with a summary of the marketing activities and recommendations for the new product launch.

MARKETING/STRATEGY FOR A
NEW PRODUCT

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................2
New Product description..............................................................................................................2
TASK 2............................................................................................................................................3
Outline market analysis...............................................................................................................3
TASK 3............................................................................................................................................5
STP for new product....................................................................................................................5
TASK 4............................................................................................................................................7
Marketing mix for new drink.......................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing defined as activity, set of actions, procedures, exchanging, communicating and
delivering offerings that have value for consumers and society at large. It is profitably utilizing
outcomes of studying short and long term needs of those who can pay for in most cases or on one
time. An organization or individual undertakes marketing activities to promote and launch
selling or purchasing of goods & services. It includes promoting and delivering things to target
consumers or other ventures. The current study is based on Refresco, which falls under
categories of leading and most popular fruit juice providers in the UK. This assignment will
explain marketing activities associated with launch of new item. It will justify key market trends,
list of competitors and summarize consumer’s behaviours or attitudes in chosen market.
Furthermore, this report will clarify STP model and marketing mix framework in context of new
product will launched by select firm.
TASK 1
New Product description
Refresco is the world’s biggest independent and most successful bottlers for retailers and
brand in North America and Europe. It combine contract manufacturing for branded beverage
firms and manufacture of retailer brand on effective multiuser production sources that benefits
from additional services and scale advantages. They satisfy their consumers by making
something good and better for their health. To satisfy people, make them fit and boost their
immunity system even better, organization decide to produce and then launch a new product in
market which is quite beneficial for them in term of increasing consumers base rather than other
beverage brands. The new product named Refreshoo, which is one of the best healthy drinks. Its
mix of pineapple and aloe vera extract, which help to reduce body fat and give a fresh feeling
(Zaman, 2019). Ingredients used in this new drink are very beneficial and good for skin as well
as health.
It can be said that pineapple has natural ability to detoxify human body and improve
digestion, which makes them healthy for long. While aloe vera extract is good for health because
it have hydrating element, which further make cool in body and help to fights digestive disorders

(Gao and et,al., 2019). It also contributes to improved digestive health and promoted oral health
even better. This drink is really very good for those who want to become fit and never seek to
gain fat. It is kind of healthy drink that caters buyers with processed green aloe vera and
pineapple juice in bottles. There are no preservatives used in this new product because it affects
health of consumers.
TASK 2
Outline market analysis
Brief analysis of market-
Refresco wants to produce and introduce a new product, so management have gathered
important information through in depth interviews, they made a survey of market where they
want to offer item, the main reason behind this act is to collect a clear data about their market,
consumers needs, demand and wants. This information aids them to known about current market
and prospects of their new good. Organization wants to launch their new product in the United
Kingdom, where people always seek to purchase healthy and good thinks which helps to them
make healthy and fit for long run. UK is a nation of about 67,886,011 people, the total market
size of health drink industry is about 16.2 Billion and day by day it is developing (Firth and
et,al., 2018).
Buyers are in recent time pretty much concerned about product conditions and its impact
on health. So, company have a growing prospect of people of Refreshoo. Among the population
they worked out few segments of clients who will prefer new drink most.
Key market trends-
Nowadays, due to obesity and increasing weight, many people in all over the world
facing a lot of problems in their lives related to health. All this is because of things that have
been used in food. There are many exiting products available in market that contribute to
increase body fat than before, which is actually not good for healthy life (Garge, Balakrishna
and Datta, 2017). But it analysed that due to increasing focus on wellness and health, people
drive towards purchasing healthy items and demand for non preservative products. Consumers,

mainly millennial are more health conscious; they are seeking to try fresh and healthier
alternatives to traditional health drinks. This is one the current and leading trends in market that
chance overall life cycle of people.
Name of competitors and how are they positioned-
Refresco production platforms covers more than 60 producing sites in Europe, Canada,
Mexico and US providing consumers with close reliable and proximity service across
geographies. Their global supply chain expertise and local creation ability often an almost
unlimited variety of fruit juices, soft drinks and other beverages, manufactured to single client
specifications and demand. There are few competitors available in health drink industry that put
affect on new product of company. Purity soft drink and Simposons beverages are the main
competitors of this organization, because they are able to manufacture and sell soft as well as
health drink to consumers.
Current consumer’s behaviour or attitudes in this market-
It has been summarized that the current market behaviours in above market, is changed.
Enhancing preferences of people towards healthy drink, are increased, they like to eat and drink
healthy food products which is quite important and beneficial for them. In recent time, everyone
is aware about healthy living standards and healthy diet as well. They are now choosing the best
items for themselves and family members. Local people in London are selecting products by
considering elements included within it, which is important to do before buying items (Munt,
Partridge and Allman‐Farinelli, 2017).
Main opportunities-
The main chance relevant to Refreshoo drink production and launch is current market
trend. In today’s time growing awareness all over the world, related to maintaining good health
is one of the best opportunity for new product launch and company as well. It can help to gain
attention of those consumers who are highly concentrated on making their health free from all
harmful diseases. Furthermore, it can be said that advancement and development of digital
technology is another opportunity for organization which they can grab effectively and obtain a
lot of benefits from this in context of new product launch.

TASK 3
STP for new product
STP stands for segmentation, targeting and positioning in marketing, this model aid
marketers create their messaging and develop and distribute tailored and relevant content that
engage segmented and target consumers. It is one of the best approaches used in context of
Refershoo, helping in developing a digital tactic for its marketing.
Segmentation basis-
A number of consumer features, known as segmentation bases, it can be utilized to define
specific market segments. Some generally used bases include income, age, gender, purchasing
behaviour of people and geographical area. There are four different types of market segmentation
bases available in business world such as psychographic, geographic, demographic and
behavioural that can be used in regard to new drink. To launch Refreshoo as new product in
market Refresco Company wants to determine potential consumers and convince them to
purchase it. They also interested in convincing past clients to be repeat people. Marketing
department of this company can do this by offering new item consumers want and need. It is all
about making right individual aware of business value proposition.
Company can use psychographic and demographic market segmentation, which is
appropriate for new product launch (Gajanova, Nadanyiova and Moravcikova, 2019). The factors
of this segment like personality traits, values, interests, motivations, lifestyles, priorities,
psychological influences, age, income, gender and attitudes are require data focused and needs
investigation to comprehend and uncover everything. Above two bases of segmentation have
utilized because most people purchase drink items according to taste and by focus health issues.
Demographic segmentation is one of the commonly used and most popular types of market
segmentation, it refer to statistical data or info about a group of people.
Persona and profile of target market-
Refresco organization before launching their new healthy drink named Refreshoo in
market place need to select and target their market, which is really very significant and beneficial
for them. They can target young people who invest money in gym and other things like yoga etc.

to make their body and health fit. This drink is quite helpful and useful for them because it helps
to reduce belly fat and support to shape up overall body within few days. It is quite effective for
those people who prefer to take healthy diet but unable to drink a healthy juice, because making
a one cup of juice take time and working people does not have much at early in the morning.
Instead of making preparation of healthy juice mix with cucumber, orange and other fruits that
benefits skin, consumers can drink Refreshoo in which all beneficial elements are already
included without any chemical use.
Most people who visit gym always seek to purchase drink that is less preservative and
sugar free, which is not possible because every products have these things that is not good for
health. So, after conducting a research company select their target market and that is youngsters
who needs to drink and eat healthy food products and are very conscious about their health
(Abbas and Mazher, 2019).
Statement that determines why target market should buy new drink-
Above discussion, it has been identify that Refresco firm can target youngsters between
age of 18 to 30 who are highly interested to make six pack abs and gain attention of people
around them where ever they go. Freshly extracted pineapple and aloe vera juice is most required
drink, youngster who visit gym will like this new product a lot because it is full of vitamin and
good elements that helps to reduce extra belly fat and give a natural glow. It is one of the main
reasons, target market should buy new product and will like it a lot. It makes up for fluid loss
that human body goes through after workouts. It is the best glucose replenishment for youngster
body after hard work outs in gym. It can be said that youngster will purchase this drink because
it delivers about more than 22 grams of carbohydrates that they can easily metabolize to give
their body an instant energy boost before consumers hit gym. Afterwards, human body is in need
to carbs to replenish their glycogen stores, so consumers can recover from their workout. It is
also a best time to consume a healthy drink.

TASK 4
Marketing mix for new drink
It refers to set of strategies and actions that Refresco can use to launch or promote their
new drink such as Refreshoo in target market to gain attention of target people. Determining and
arranging key elements of this model allows company to make profitable marketing related
decisions at every degree. These judgements aid organization; create their strengths and limit
weaknesses. 4ps make up a typical marketing mix model; price, product, place and promotion.
Product-
It refer to product actually being sold, item must deliver a minimum degree of
performance; otherwise even the better work on other factors of marketing mix would not do any
good. The quality of product or service play vital role in success of item launch and generate
more awareness about it in market (Bahrainizad and Rajabi, 2018). Refresco as leading brand in
UK want to launch their new health drink and give it the best look which help to gain attention of
consumers. Organization marketing department can give look and pack new healthy drink in
shape of body structure bottle which will look more attractive and easy to carry. There will be a
label on the outside of this bottle where all ingredients used in beverage will mention with actual
amount. It makes easy for wants people who buy it, to know more about Refreshoo and
understand all its benefits after drink.
Pricing strategy-
Product pricing depends on a lot of varied variables and hence it is regularly updated.
Major consideration in pricing is costing of item, marketing and advertising expenses, any price
fluctuations in market, etc. Many of these elements can modify separately. Thus pricing has to be
such that it will bear brunt of modifications for a few period of time. Refresco, to launch their
new drink will set a reasonable and appropriate price. They can consider all factors in setting
pricing strategy and chose the best one. To set brand image of Refreshoo drink and gain attention
of target market, company will use penetration pricing as tactic. It is mostly used to set
artificially low to gain market share effectively and quickly. It is especially done when a new
item is being launched into market. Firm can raised product price once promotion time is over
and objectives related to market share will achieved.

Promotional tactic including digital media-
This factor in marketing mix model includes total integrated marketing communications
which in return includes BTL and ATL advertising and sales promotions as well. Product
promotions are dependent a lot on item and pricing decision. Refresco will develop the best
promotional strategy by using suitable and beneficial digital marketing tools or media sources.
The right type of promotions impact all other three variables; price, place and product.
organization will use social media marketing as well as advertising which is quite beneficial and
helpful for them and achieve greater success in launch of Refreshoo. In recent time, people to get
information about anything and gain knowledge regarding and understand product use social
media sites where all the information about new items and current trends easily available.
Promotion strategy includes key components like public relations, search engine marketing and
other, but company will use above that is pretty much appropriate for them.
Distribution strategy or channel-
Place is the last element of 4ps of marketing mix, it refer to distribution channel of a
good. When a item is a consumer product, it needs to be assessable as far and large as possible.
On the other hand, when goods are a premium consumer item, it will be assessable only in
certain outlets. Refresco to launch and advertise their new product must select the best location
or place where people can easily drive toward it and purchase in wide amount. They will locate
their own store nearby gym where target consumers are available and buy this drink after
spending time in gym to do a lot of workout. It can be said that distribution has a wide influence
on success of product launch and on profitability of drink.
CONCLUSION
From above analysis, it has been concluded that to launch a new drink named Refreshoo,
organization do a lot of efforts and apply different types of tactics which is very beneficial and
necessary for better success. It has been analysed that by using penetration pricing strategy,
company gaining attention of target market that is youngsters who like to shape their body via
spending time at gym. By using social media platforms and billboard advertisement, firm

effectively generating brand awareness and successful launch their new healthy drink into market
where they want to launch it.

REFERENCES
Book and Journals
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and impulse buying. Journal of Islamic Marketing.
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and the general population: a UK biobank study of 476559 participants. Schizophrenia
bulletin. 44(4). pp.728-736.
Gajanova, L., Nadanyiova, M. and Moravcikova, D., 2019. The use of demographic and
psychographic segmentation to creating marketing strategy of brand loyalty. Scientific
annals of economics and business. 66(1). pp.65-84.
Gao, Y and et,al., 2019. Biomedical applications of Aloe vera. Critical reviews in food science
and nutrition, 59(sup1). pp.S244-S256.
Garge, G.K., Balakrishna, C. and Datta, S.K., 2017. Consumer health care: Current trends in
consumer health monitoring. IEEE Consumer Electronics Magazine. 7(1). pp.38-46.
Munt, A.E., Partridge, S.R. and Allman‐Farinelli, M., 2017. The barriers and enablers of healthy
eating among young adults: A missing piece of the obesity puzzle: A scoping
review. Obesity reviews. 18(1). pp.1-17.
Zaman, H.U., 2019. Pineapple: A rich source of nutritional and pharmacological value for health
benefits. Medicinal Plants-International Journal of Phytomedicines and Related
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Online
Definition of 'Marketing Mix'. 2019. [Online]. Available through: < https://neilpatel.com/blog/4-
ps-of-marketing/ >