Floomajuice will be marketed in Scotland as Scottish people spend a lot on juices. As Floomajuice being very tasty and is also nutritious, has less calories as its not made from concentrate. Floomajuice range of drinks also helps people in controlling cholesterol and reduces the risk of cancer. Our product is aimed to reach all age group targeted audiences, primarily focusing on the health and taste conscious people of Scotland.
Circulation
Floomajuice will be distributed at all local stores and supermarkets throughout Scotland, this will help our company to have better sales of our product.
Marketing and Strategic Alliances
Floomajuice will not leave any stone unturned in the effect of reaching the targeted audience. We will promote the product using strategic combination of electronic media, print media and outdoor media. we will use television commercials over the news, health and entertainment channels. We will place ads in magazines i. e. Good house Keeping, Sky Magazine, Sky Sports, BBC Top Gear, Reader’s Digest and Men’s Health and news papers like Sun, Metro, Guardian etc.. we will also put ads in Sunday special edition news papers which will help us to reach large number of audiences.
We will use social media like Tweeter, Face book for promoting our Floomajuice product. We will use outdoor advertising like billboards, which will have the attention of the audience. We will also put promotional outlets near major supermarkets and offer free sampling of the Floomajuice products.
2A.
An important step to promote marketing and sales of Floomajuice range of products is to select appropriate media..
Below are the benefits and drawbacks of using various media for advertising Floomajuice as follows:
Newspapers
Newspapers are the most traditional ways of promoting business and awareness among the targeted audience.
The advantages of Newspapers are
Newspapers allow us to reach large number of people as everyone likes to read newspaper.
We will have the flexibility in deciding the size of placing the ad in the newspaper.
We will have the advantage of telling the customers about our product by using large space in the newspaper.
Quick turn-around helps our ad reflect the changing market conditions. We can decide to run our ad today can be in customer’s hands in a day or two.
Exposure to our ad is not limited. Customers can go back to see our ad again and again if they want to.
Disadvantages
Publishing ad space can be expensive depending on the day we decide to publish.
Our ad has to compete against the clutter of other competitors of advertising.
Poor photo reproduction can limit the creativity of our ad in the newspaper.
Newspapers are highly visible medium and our competitors can quickly react and publish a better ad in order to compete with our ad
Magazines
Magazines are more focused, more expensive and are alternative to newspaper advertising. This medium of advertising helps our company to reach highly targeted audiences.
Advantages of using magazines as medium of advertising are
It allows our company to have better targeting of audience as we have the option to choose magazine publications that cater our specific audience.
High reader involvement in magazines which means that more attention is given for our advertisement.
Publishing ad in magazine provides better quality of paper, better reproduction and full color ads. Which will help our company to know that there is a better product out in the market for audiences.
Disadvantages
We need to plan weeks in advance to publish the ad in magazines as they are more competitive and most often booked in months advance.
Publishing ad in magazine has limited flexibility in terms of placement and format.
Buying space in magazine to place ad is higher compared to placing ad in newspaper.
Radio
Advertising in radio is an universal medium enjoyed by people at one time or another during the day. It might me at work, home or even while traveling in bus or car.
Advantages of using radio as medium of advertising
Advertising in radio helps us to promote our product to everyone in Scotland.
People tend to respond to the ad as the medium has sounds and voices.
Advertising in radio is relatively cheaper.
Radios have less inflation than those of other media.
Disadvantages
As radio listeners are spread over many stations, we have to advertise simultaneously on radio several channels to reach our targeted audiences.
Listeners cannot go back and listen to the ad once they miss in that particular time when the ad is aired.
Radio is a background medium and most listeners listen to radio while they are doing some or the other work, which means that our ad has to go on air more number of times in a day.
Television
Advertising on television gives us the opportunity to reach large number of people through out the nation in a short period of time
Advantages of advertising on television
Advertising on television helps to promote our Floomajuice more efficiently as it is based on image and visual medium and offers the ability to convey our message with sight, sound and motion.
Television channels like Channel4, e4+1, ITV etc are watched by most of the audience. Hence advertising on these channels will promote Floomajuice.
Disadvantages
Advertising about our product on television is short and may require to place the ad multiple times in the desired channels.
Advertising on television channels is concentrated in local broadcasts channels and station breaks which people might ignore them.
Advertising in Commercial breaks are often sold out far in advance.
Advertising on television is the most expensive medium in terms of airtime, creative and production of the ad
Social Media Advertising
Web has revolutionized the way we communicate over the last two decades and now with the proliferation of social media, it has revolutionized the way we socialize with others. Sharing videos, photos, opinions and sometimes advertising what they love. Since all this interaction takes place through the networking site and we know a lot of information about the user, there is a huge potential for us to customize and promote Floomajuice product line.
Advantages
Lots of people spend a lot of time on social media, and this provides for a great way to build
relationships with our clients and personalize our promotional efforts.
If targeted at the right audience with the right promotion, it can have cascading effect if customers
share our ad/offer with others.
We can generate awareness about our product indirectly through our own social media profile and
encouraging users to add/like us.
It is relatively cheap and highly personalizable to advertise on social media.
Disadvantages
Some social network users don’t pay too much attention to advertising and maybe be turned off in a
negative way
For small businesses, it may be difficult to leverage social media to create awareness about their
products as it is hard to gain the initial momentum
It is important to portray a humane side of the company by creating awareness and teach the
importance of juices, rather than directly trying to sell a particular product
Banner Advertising
Banner advertising is the oldest form of online advertisement. Some forms of banner advertisements
include vertical ads and top level banners. Sometimes it can also include popups and so on. Costs for
banner advertising can be click based or based on banner location on the website and also varies with
number of visitors to the website.
Advantages
A lot of advertising agencies are offering competitive pricing for Banner advertising which resulted
in a downward pressure on costs making this medium cheap and effective.
Proper location and well-designed banner ads on prominent websites can result in high traffic rates
to our product.
Effectiveness of these ads can easily be measure and fine-tuned on a regular basis as all the information about which banner ad was clicked and which website was the ad on are easily available.
We can also focus our banner ads on websites most frequented by our targeted customers resulting in
better ROI.
Disadvantages
Ill placed or too flashy banner ads are sometimes seen as annoyance and can create negative
impression on the brand.
If banner ads are placed in popups or new windows, there is a likelihood that ad blockers may
completely block them
Due to over-saturation of ads and poor designs of banner ads, the convert rates are very low even if
click through rates are high.
3A.
Target Market
Primary
ADULTS: Between 25 to 50 years old age Professionals and parents
Becoming more concern about their heath
Preferred organic juices
Chosen rich nutrition than better taste
Concern about price and quality
Secondary
YOUTH: Between 14 to 25 years old age.
Likes to drink cool stuff
Preference depended on fashion
Drink for style
Purchase cheep drink
Easily influence by TV, magazine and online advertisement
Strategy
Promotion:
Start brand and product awareness program by using TV, radio commercials, news paper, magazine and web promotional ads in Scotland beginning of May 2013 to the end of November 2013
Product:
Product range from 200ml, 500ml, 1 liter and 3. 5 liter
Distribution:
We will be using supermarkets and retail stores as our distribution channels.
Promotional Strategy
Promotion
Free Floomajuice offer in major supermarkets in Glasgow, Edinburg, Sterling, Dundee, Perth, Aberdeen and selected stores on June 2013. Free Floomajuice t-shirts will be distributed if customers purchase the product in selected stores. This promotion is only happens on June 2013.
Public relation
Publicized the heath facts of natural fruit juice. Associate these facts with Floomajuice to create its image as heath and relate to longer life. Consumer health stories related to Floomajuice might be a good idea to arouse interest in others. EX: Consumer reduces cholesterol by drinking Natural pure Juice.
New interactive web site and discussion board will be designed.
Advertising Goal: To highlight the health fact of Natural Floomajuice.
Persuade: Drink Floomajuice continuously to derive benefits of natural goodness.
Remind: Make consumers think and get used to the Floomajuice product.
Floomajuice will produce Natural juice at a more reasonable price than other artificial juice products. Lower budget customer cannot purchase natural juice because of the high price strategy. There is no company in the market at the moment that competes with Floomajuice products which are natural and free from artificial chrematistics. Our aim is to make customers switch over to Floomajuice and attract new market as well.
Reasonable pricing will change the market share on Floomajuice. Floomajuice will take over major part of the market share.
Floomajuice will offer combination of the best quality and the best service.
Price strategy is based on customer value.
Advertising:
Floomajuice will be the first pure natural fruit juice going to be introduced in Scotland. Most of the consumers don’t know about how it tastes and what are the health effects of this juice are.
Sales Promotion
In store sampling program: Sampling price strategy
Public Relation
Stories about Floomajuice New health benefits and research findings
Development of new Floomajuice website will include discussion board and interactive futures.
Direct Marketing
Television, Radio, newspapers and magazines will be use to advertise Floomajuice in
Scotland. Heath benefit of the drinking Floomajuice will be the main focus of the advertisement.
Feedback from customers
Conducting focus group to analyze the Floomajuice for future product development.
4A.
Market and External environmental factors
People in Scotland spend more on fruits and vegetables, this tells us that people are more health conscious. so our product can derive benefit for this in Scottish market.
Social and cultural factors
Scotland has a multicultural society so it has different types of consumer with respect to
their religion and eating habits. But these days’ consumers are more conscious about their health. This is because of education and awareness everywhere. Consumers demands for foods, fruits and juices which are more nutritive and provide health benefits. The people belong to different category of classes’ i. e. upper class, middle class and low class but everyone is sensible about his or her health. So consumer may belong to any of the abovementioned classes, his maximum expenditure is on fruits and vegetables.
Technical Factors
Technology is changing day by day. Due to advancement in technology healthy and nutritive juice can be extracted from different fruits. Attractive packing and labeling also plays a vital role in product promotion, the technology for which is easily available.
Legal Factors
Political forces are more concerned about the people’s health. It has passed a Food and Drugs act under which it has clearly defined it terms and conditions which are more focused on health and nutrition. But now government has been changed recently. It may make some changes in the Act, but the changes will definitely be in favor of consumer’s health.
Needs of different target segments are as follows
Health
Consumers have become increasingly health conscious creating a demand for healthier products. They are aware of the fact that soft drinks do not provide essential nutrients, this causes them to choose fruit juice or water as beverage alternatives.
Convenience
Customers demand proper packaging for separate activities. They address this situation by creating the same products in different packaging. For example, some juices are sold in larger bottles for home and also lunch size boxes.
Taste
Taste is essential for all consumers as it is among one of the important reasons why they purchase the product.
Age Appropriate
Youth is one of the major segments for beverage consumption in Scotland. Adults would also be our major target audience as they are very health conscious and with all the benefits that Floomajuice has in it and sure would be a successful product in Scotland.
SWOT Analysis
Strengths
Floomajuice range of products are made of fresh fruit juice and not for concentrate.
Floomajuice is high on minerals and energetic.
Floomajuice is priced reasonable and has attractive packaging.
Our product is health conscious and anti-oxidant.
Weaknesses
New brand product in market.
Not easy for customers to switch from their regular brand of juice.
Opportunities
Floomajuice brand can become major competitor in the market.
Threats
Competitors would introduce same kind of products in to market.
MARKETING STRATEGIES
HEALTY CONSCIOUS: Between 14 to 60 year’s old age; Health professionals and people who are conscious or want to improve their health.
Find solution for health problem
Heart, cancer, hardening of the arteries and related diseases
Influence by the fact and scientific research
Want to live longer
Don’t care about price
Concern quality minerals
Brand image is important
5A.
Marketing Implementation Schedule
Media
May
2013
June
2013
July
2013
Aug
2013
Sept
2013
Oct
2013
Paper
X
X
X
X
X
X
TV
X
X
X
X
X
X
Radio
X
X
X
X
Web
X
X
X
X
X
X
Free Sampling
X
Promotion Timing Chart
Media
Rate
Number
Total Cost
May
Jun
Jul
Aug
Sep
Oct
News Paper and Magazine ads
Metro News Paper
X
X
X
X
X
X
Sun News Paper
X
X
X
X
X
X
Guardian News Paper
X
X
X
X
X
X
Weightwatchers’ Magazine
X
X
X
Women’s Health
X
X
X
BBC Good Food
X
X
X
Men’s Health
X
X
X
Slimming World
Magazine
X
X
X
TV
commercials
Heath
programs
X
X
X
News
X
X
X
Radio
Capital FM Scotland
X
X
X
X
X
X
Absolute Radio
X
X
X
X
X
X
Sooth Radio UK
X
X
X
X
X
X
Billboards
Subway
X
X
X
X
X
X
Shopping Malls
X
X
X
Bus Stations
X
X
X
Free
Sampling
Sainsbury Supermarkets
X
Morrison Supermarkets
X
ASDA Supermarkets
X
Web
MSN
X
X
X
X
X
X
X
X
X
X
X
X
Face book
X
X
X
X
X
X
Tweeter
X
X
X
X
X
X
