Sample Assignment on Marketing Principles Portfolio

1. Marketing Principles Portfolio TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

2. Table of Contents INTRODUCTION...........................................................................................................................3 MARKETING PLAN......................................................................................................................3 New product................................................................................................................................4 Packaging....................................................................................................................................4 Ingredients information...............................................................................................................4 Expiry date..................................................................................................................................6 Market segmentation...................................................................................................................6 Brand Appeal...............................................................................................................................6 Promotion....................................................................................................................................6 STP...................................................................................................................................................7 Consumer Attitudes and trends ..................................................................................................7 Segmentation ..............................................................................................................................7 Targeting .....................................................................................................................................8 Business Model of Juice .............................................................................................................8 Sales Strategy .............................................................................................................................9 Marketing strategy .....................................................................................................................9 Proposed plan of action ..............................................................................................................9 APPLICATION OF RANGE OF MODELS.................................................................................10 SWOT analysis..........................................................................................................................10 Ansoff Matrix............................................................................................................................12 CONCLUSION..............................................................................................................................13 REFERENCES..............................................................................................................................14 TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

3. INTRODUCTION Marketing principle involves a wide range of processes that is concerned with assessing the requirement of consumers and then delivering them the same in order to attain results. A marketing plan is a blueprint that outlines business overall marketing efforts. However, developing a marketing process helps in assessing the 4 marketing mix elements i.e. product, price, place and promotion in order to achieve desired results. Further, in order to grow the business it is essential for them to develop a marketing plan that helps in developing right product for right customers (Craig and Campbell, 2012). It is essential to analyze the target segment and the retention strategies to be implemented by business in order to retain consumers for long term. For this business is required to provide best quality products and services so that repeat purchases can be attained. Marketing plan is the roadmap for Atlantic Quench Cranberries that helps them to gain unlimited customers and improve the success of firm. In the present study, a new product named mixed fruit juice has been launched within UK market targeting young people for are health conscious. Therefore, business also keep in mind regarding the ingredients involved within it such as low sugar and calorie content and high carbohydrates so that fruit juice can be healthy for consumers. Further, the packaging of the product is done in varied innovative approaches so that it stimulate buyers interest and enhance the brand appeal of Fruit magic juice in market (Dalgic, 2006). Also, business promotes its products through different advertising campaign in order to inform potential consumers and providing meaningful message to them. Further, STP strategy has been used by Atlantic Quench in order to develop an effective brand image in the minds of consumers. Also, analyzing the current consumer trends and market growth of business assists in developing an effective marketing plan so that best results can be attained. MARKETING PLAN It can be assessed that marketing strategy combines all the marketing goals into one single plan. However, a good marketing strategy need to be drawn from carrying out market TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

4. research and focus on the right product mix in regard to attain the maximum profit and sustaining the business (Dent, 2011). New product Atlantic Quench Cranberries introduces Fruit magic juice in the market and attracts consumers of every range but mainly young adults. Further, business also produces new juice range available in different flavors such as Kiwi-Strawberry flavor. While, it is also released in the form of juicy fruit desserts such as Orange Creme Pop, Strawberry Shortcake, Lemon Square and Apple Pie. Further, for health conscious consumers, business also launches sugar free juice with the name of Juicy Secret and Juicy Riddle (Ferrell and et. al., 2012). In addition to this, business also focuses on launching the product range in varied flavors in the coming next year sic as Starburst candy, Strawberry and Cherry. Thus, marketers of company is required to develop effective designing and promotion campaign so that consumer can be aware regarded the product range and brand name in order to promote healthy juice product to consumers. Packaging Packaging is the best technology that helps in enclosing or protecting the products before distribution, sale and consume. It is a process that assists in protecting the product, maintaining its safety and quality before consumption and ensure that it reaches safely to the end users in the same condition when it was packaged. It can be packaged into glass, plastic, cans and beverage cartons so that it can be easily consumed by people (Chablo, 2001). Atlantic Quench Cranberries packages its Fruit magic juice into recyclable cans that is made from aluminum and steel. It is 100% recyclable and lightweight and also saves 95% of energy in order to make a can from recyclable materials so that best quality products can be delivered to consumers. Ingredients information Here, Atlantic Quench Cranberries are required to involve healthy and useful information regarding nutritional facts, sugar, carbohydrate, calories, fats etc. on one side of the can so that consumers can be aware regarding their intake of nutrition value. However, as the product is focused more on the diet and health conscious people they focus on sugar content and make its TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

5. low as minimum so that juice consumers can be attracted and thus enhance the market share (Daniel, Wilson and McDonals, 2003). Following are the nutritional information that has been provided on the can of Fruit magic juice are as follows- Per serving 60g Per 100 g Energy (g) 804 1340 Calories (g) 191 319 Protein (g) 2.6 4.4 Total fat (g) <1.0 <1.0 Saturated (g) <1.0 <1.0 Carbohydrate (g) 44.5 74.1 Sugar (g) 26.1 43.5 Dietary Fibre 1.1 1.9 Sodium (mg) 51.6 86 Potassium (mg) 24 40 Magnesium (mg) 24 40 Vitamin C (mg) 12.8 21.3 Vitamin E (mg) 1.5 2.5 Vitamin B6 (mg) .0.2 0.4 Vitamin B12 (mg) Further, there are different other ingredients used in producing Fruit Magic Juice in order <1.0 <1.0 to make them healthy and nutritional-  Water- It is the main ingredient used in all the drinks.  Sugar- However, in order to add sweetness in the juice, sucrose has been added.  Maltodextrin- It is complex carbohydrate used in fruit juices in order to make them healthy and add glucose in it in order to give health benefits to sports person and maintain their carbohydrate level high (Dickson and Ginter, 2007). TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

6.  Intense sweeteners- It is used in fruit juices in order to make them intense sweet without adding sugar substances. However, it is many times sweeter than sugar that means that it gives a sweeter taste to the drink.  Preservatives- It allows products to have a long life and stooping the growth of micro- organisms such as yeasts, moulds and bacteria (Donovan and Henley, 2004).  Colours- There are three different types of colours such as natural, artificial and caramels so that it can be added in order to make a good appeal to consumers and easily recognized by consumers. Expiry date It is essential for Atlantic Quench Cranberries to mention the date of expiry o the fruit juice on the backside of the can. It is printed with all the ingredients' information as well as showcases date of packaging. It is mostly 6-9 months after packaged. Therefore, it is essential for end users to consume the same before the expiry date so that it provides better health benefits to drink consumers (Fiqueiredo and Petkova, 2007). Market segmentation Atlantic Quench Cranberries segments its market on the basis of demographic segmentation i.e. age and thus targets young people among 15-30 years. However, it provides them fruit juice as per their needs and interest in different types of flavors so that satisfaction can be attained. Business launches its new product range in the market by keeping the needs of consumers in mind i.e. of healthy fruit juice drink. AQC targets young people and provides them best quality products at minimum prices that helps them in gaining best health benefits (Geyer, Van and Atasu, 2007). Brand Appeal The brand appeal of firm is high in the market as firm is carrying out its business from last several years and successfully launching unique products related to fruit juices. Therefore, there is high brand appeal as company position effectively in the minds of consumers and TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

7. enhance the sales and profitability of firm in market. The marketers of company position themselves effectively as a premium brand of fruit and juice drinks and sells at minimum prices so that everybody can consume the drink both health conscious as well as regular juice consumers (Levens, 2013). Promotion The product launched need to be promoted significantly by using effective tools and techniques so that more number of customers can be attracted. Promoting the Fruit Magic Juice through online marketing i.e. social media websites helps in gaining attention of wide range of consumers and thus enhances the sales and profitability of business. However, business also undertakes effective strategies so that fruit juice can be attracted towards target people i.e. young consumers among the age of 15-30 who are active on social media websites and spend most of their time chatting and connecting with friends (Coaching, 2013). Therefore, Atlantic Quench Cranberries selects such method of promoting the Magic Fruit Juice in market and thus gain high popularity so that best results can be attained. STP Consumer Attitudes and trends The product chosen for being launched into the market is a juice. The population of 15-24 years olds in UK are the largest consumers of juice and other drinks. The market has seen high level of growth in this particular segment in the recent years. Children’s drinks are considered as an important area of growth within the juice drinks market. The usage of fruit and vegetable juice is slightly above average among these consumers. Over the years demand for fruit juices have increased significantly (Akaka, Vargo and Lusch, 2013). The people of UK are expecting high quality, natural and healthy juices which can bring revolution in the market. The consumers have increasingly sophisticated regarding their understanding of nutrition. All the juice products are expected to face competition from the home made products. The soft drinks and fruit juices are considered as essential product. The sector is experiencing a major growth. According to the market analysts, it is believed that this trend will continue in the future also. There is no sign of TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

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9. decline in the demand of convenience health drink products. Consumers are always looking for natural and healthy options in case of FMCG products. Hence, from this it can be analysed that new juice product of Atlantic Quench has huge potential because the consumer attitude towards these kinds of drinks is positive. Segmentation Market segmentation is a strategy under which the target market is divided into subsets of consumers, businesses or countries. In this way the Atlantic Quench will be better able to satisfy the needs of the potential customers. Company can make use of demographic segmentation for the launch of new product (Alon, Jaffe and Vianelli, 2012). Under this the marketers can segment the market on the basis of factors such as age, sex, generation, religion, occupation etc. The following juice product is generally targeted at the young populate between the age group of 15- 30 years. It is because the product offers benefits which matches with the expectations of the young people. It has the potential to fill the young generation with many energetic features. It is expected that this segmentation strategy will help in achieving the aim and objectives of the marketing plan (Aras and Crowther, 2012). Targeting It is a strategy which decides the target market for the new product. The target market in case of Atlantic Quench is young generation people. This segment is targeted because young ones are very fond of beverages. The market of soft drink and energy drink is highly popular especially among the young age groups (Boudreax and Emerick, 2014). Apart from that they are generally highly conscious about their health and because of that they more look for nutritional products. Hence, this concludes that this target strategy is appropriate for the new product. TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

10. Business Model of Juice New Business Drivers Priority Value Distribution Key Activities Value Chain Identity Customers Propositions Channels Competitive Relations & Network Alliances Key Strategy Partnership Cost & Budget Revenue streams & Cash flow Sales Strategy The sales strategy of the company will be based on the long term relations with the customers. It has been noticed that Atlantic Quench shares a good business relationship with the customers. In order to maintain effective sales, the employees will be given appropriate training. In this case, those people are to be employed who holds a good experience in the FMCG industry TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

11. (Chen and Lai, 2010). Further the brand can adopt tie up strategy in order to boosts up the sales. Sales will be forecasted by analysing the above trends in the industry. Marketing strategy It is important that business should adopt an effective marketing strategy for the promotion of its products and services. It is essential to get a hold on to the target market. For the purpose of promoting the new product, company can adopt social media marketing into the business (Foxall, 2014). It is evident that social media marketing has been the latest sensation in the market. It is because it is cheap and very effective. Further the company can get high number of customers on a single platform. The response rate in case of this strategy is very fast and high. It has the potential to generate high level of sales and awareness among the masses (Importance of strategic marketing planning. 2015). Proposed plan of action Following is the proposal plan of action for implementing the above marketing plan. Task 1 2 3 4 5 6 7 8 9 10 Activities Weeks 4 6 3 2 4 3 2 3 4 5 Carrying out Market survey Business plan development Meeting financial requirement Development of infrastructure Physical resource set up Purchasing material required Recruiting repair staff and other employees Opening up of physical store Marketing and promotion Targeting customers Activity/ Months 1-4 5-12 13-17 18-21 22-27 28-30 31-34 35-40 41-43 44-48 Carrying out Market survey TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

12. Business plan development Meeting financial requirement Development of infrastructure Physical resource set up Purchasing material required Recruiting repair staff and other employees Opening up of physical store Marketing and promotion Targeting customers APPLICATION OF RANGE OF MODELS SWOT analysis Strengths-  Atlantic Quench Cranberries is a leading industry in fruit juice market.  Company owns a clear vision of delivering healthy products (Cohen, 2005). TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

13.  Business possess strong new product development department in order to gain success.  Organization also focuses on selling juice boxes that involves low-calorie cranberry drinks and white cranberry juice.  Business achieved annual sales of around $1.7 billion in 2007 (Frank, 2011). Weaknesses-  Business is not easily founded in the rural areas of UK.  Employees are not well knowledgeable regarding the features and qualities of Magic Fruit Juice (Luther, 2011).  Retailers fears to keep it in their stores as it lacks awareness.  Business lacks in advertising the product to wide range of consumers (Andersen, 2001). Opportunities-  Atlantic Quench possess the opportunity to target consumers who are seeking an alternative options regarding high sugar content which is essential in most of the fruit juice drinks (Harris, 2002).  Business also possess the opportunity for the growth in the sale of the drinks made such as fresh pressed juices and smoothies in order to enhance the market share.  Also, business focuses on targeting health focused consumers so that sales can be increased of business (Mason, 2007).  Now-a-days people are highly shifting towards healthy standard of living.  Arising in various types of diseases through consuming cold drinks, business focused on demand of fruits and other healthy products (Nicholas and et. al. 2003). Threats-  Business faces high competition in market as there are wide range of substitutes available (Akaka, Vargo and Lusch, 2013).  As the product is new in market it is unknown to varied consumers.  Business focuses on only local region and does not sell the product globally. TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

14.  Atlantic Quench Cranberries is required to sell the product at competitive rates and thus gain losses (Aras and Crowther, 2012). Ansoff Matrix This is another most important model used by Atlantic Quench Cranberries packages for its new product launch Fruit magic juice. Through this product launch, company can easily attract its target customers towards its existing as well as new markets. This model provides strategic direction to company by presenting its four alternative growth strategies. It helps in determining appropriate and valid strategies for the firm through which they can compete with the existing brands as well. There are basically four stages of Ansoff growth matrix i.e.  Market penetration: This growth strategy is determines as a least risky growth strategy as company is maintaining its growth in their current market segments by aiming to increasing its market share. It helps the company in increasing their market share within its existing market segment (Craig and Campbell, 2012).  Product development: This is another growth stage of which involves new product for their existing market. In this way, it can be determine that this strategy has been adopted by Atlantic Quench Cranberries packages to find out new customers within their existing markets. For this, they have launched launch Fruit magic juice in the market. With the help of this, they can meet out the needs of customers and outperform all their products of competitors (Importance of strategic marketing planning. 2015).  Market development: This is another strategy which is highly focused with entailing new markets for its existing products. With the help of further segmentation of markets company can easily identify its new group of customers (Foxall, 2014).  Diversification: It is the last and another most important strategy under which companies can move its new products into new markets at the same time. Under this strategy firm grow by diversifying into new businesses (Chen and Lai, 2010). From the above description it can be stated thatAtlantic Quench Cranberries packages entails the product development strategy which strengthen their competitive advantage by TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

15. attracting more number of customers. This is the best way through which they can influence their strengths by developing a new product targeted to its existing customers (Boudreax and Emerick, 2014). CONCLUSION At the end of the study, it can be conferred that developing marketing plan helps in defining the business objectives in order to attain organizational goals. Here, Atlantic Quench Cranberries produces new product i.e. Magic Fruit Juice in market to attract health related consumers and provide them best health drink to satisfy their needs. Moreover, business focuses on segmenting the customers on the basis of age and targeting young people among the age group of 15-30 and prioritizing them fresh and healthy juice to consume. Also, SWOT analysis has been carried out that helps business to determine the opportunities and convert them into strengths so that high market share can be attained. TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

16. REFERENCES Books and Journals Akaka, M. A., Vargo, S. L. and Lusch, R. F., 2013. The complexity of context: A service ecosystems approach for international marketing. Journal of Marketing Research. 21(4). pp. 55-90 Alon, I., Jaffe, E. and Vianelli, D., 2012. Global Marketing: Contemporary Theory, Practice, and Cases. McGraw-Hill Higher Education. Andersen, H. P., 2001. Relationship development and marketing communication: an integrative model. Journal of Business & Industrial Marketing. 16(3). pp.167 – 183. Aras, G. and Crowther, D., 2012. Business Strategy and Sustainability. Emerald Group Publishing. Boudreax C. and Emerick, 2014. The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media. Prentice Hall Chablo, E., 2001. The Importance of Marketing Data Intelligence in Delivering Successful CRM. Customer Relationship Management. 2(5). pp.57-70. Chen, S. M. and Lai, C. G., 2010. Distribution systems, loyalty and performance. International Journal of Retail & Distribution Management, 38(9), pp.698 – 718. Coaching, S., 2013. 7 Steps to an Integrated & Implementable Marketing Plan. Speedy Publishing LLC. Cohen, W. A., 2005. The marketing plan. John Wiley & Sons. Craig, T, and Campbell, D., 2012. Organisations and the Business Environment. 2nd ed. Routledge. Dalgic, T., 2006. Handbook of Niche Marketing: Principles and Practice. Psychology Press. Daniel, E., Wilson, H. and McDonals, M., 2003. Towards a map of marketing information systems: an inductive study. European Journal of Marketing. 37(5/6). pp.821-847. Dent, J., 2011. Distribution Channels: Understanding and Managing Channels to Market. Kogan Page Publishers. Dickson, P. and Ginter, J., 2007. Market Segmentation, Product Differentiation, and Marketing Strategy. Journal of Marketing. 51(2). pp.1-10. Donovan, R and Henley, N., 2004. SOCIAL MARKETING: PRINCIPLES AND PRACTICE. SMQ Principles. 10(1). pp.31-34. Ferrell, O. and et. al., 2012. Marketing Principles. Cengage Learning. Fiqueiredo, J, and Petkova, A., 2007. When Is a New Thing a God Thuing? Technological Change, Product Form Design, and Perceptions of Value for Product innovation. Organization Science. 18(2).pp. 217-232. TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

17. Foxall, G., 2014. Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge. Frank, J., 2011. Advertising. Pearson Education India. Geyer, R, Van, W, and Atasu, A., 2007. The Economics of Remanufacturing under Limited Component Durability and Finite Product Life Cycles. Management Science. 53(1).pp. 88- 100. Harris, P., 2002. Marketing Plans: How to Prepare Them, How to Use Them. European Business Review. 14(3). pp.230 – 230. Levens, M. R., 2013. Marketing: Defined, Explained, Applied. Harlow: Pearson. Luther, W., 2011. The Marketing Plan: How to Prepare and Implement it. AMACOM Div American Mgmt Assn. Mason, R. B. 2007. The external environment’s effect on management and strategy: A complexity theory approach. Emerald Group Publishing Limited. 45(1). pp.10-28. Nicholas and et. al. 2003. Strategic marketing planning: A grounded investigation. European Journal of Marketing. 37(3/4). pp.430. Online Importance of strategic marketing planning. 2015. [Online]. Available through: <http://aprofitmaker.com/importance-of-strategic-marketing-planning/>. [Accessed on 26th January 2016]. TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE

18. THIS IS A SAMPLE ASSIGNMENT GET ASSIGNMENT HELP FROM EXPERTS & SCORE A+ GRADES CONTACT US TOLL-FREE NO: +44 2038681671 WHATSAPP NO: +44 7999903324 EMAIL: help@instantassignmenthelp.com WEBSITE: https://www.instantassignmenthelp.com TOLL-FREE NO: +44 2038681 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: https://www.instantassignmenthelp.com ASSIGNMENT WRITING SERVICE