A Marketing Communications Plan For Nutri Organic Juice

Marketing communications plan for Nutri™ Organic Juice 1

A MARKETING COMMUNICATIONS PLAN FOR NUTRI ORGANIC JUICE

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Marketing communications plan for Nutri™ Organic Juice 2

A Marketing Communications Plan for Nutri™ Organic Juice

Table of Contents

Executive Summary ........................................................................................................................ 3

Introduction ..................................................................................................................................... 4

A Situational Analysis .................................................................................................................... 4

Micro Environment Analysis ...................................................................................................... 5

SWOT Analysis ........................................................................................................................ 5

Macro Environment Analysis...................................................................................................... 7

The PESTLE Analysis .............................................................................................................. 7

Segmentation, Targeting and Positioning ....................................................................................... 9

Segmentation ............................................................................................................................... 9

Targeting ..................................................................................................................................... 9

Positioning ................................................................................................................................. 10

Implementation Strategies ............................................................................................................ 10

Implementation of the Strategies .................................................................................................. 11

Control .......................................................................................................................................... 12

References ................................................................................................................................. 13

Marketing communications plan for Nutri™ Organic Juice 3

Executive Summary

This report presents a marketing communications plan for Company X, which seeks to

introduce Nutri™, its latest organic juice brand into the UK market. The report first presents a

situational analysis of both the organization and its industry. Afterwards, the essay highlights the

segmentation, targeting, positioning strategies that the organization shall choose, sets the

objectives of the marketing strategies, and explains the manner in which such strategies shall be

implemented. A framework for analyzing the effectiveness of adopted strategies also exists at the

end of the report. Overall, the document indicates that the organization shall seek a creative

approach to introducing its product into the highly competitive market.

Marketing communications plan for Nutri™ Organic Juice 4

Introduction

Although primary soft drink brands such as the

carbonated ones are declining in the UK because of

concerns about their sugar content, the soft drinks industry

of the country is quite promising. Bottled water, for

example, has continued to rise in its market performance for

the fact that it contains neither calories nor sugar. However, the move within the market towards

healthier soft drinks only paved way for alternative drinks. A rise in consumer awareness of the

need to eat and drink healthy products has the soft drink manufacturers thinking about the next

move. For this reason, Company X, one of the firms in the UK soft drink industry, is seeking to

introduce its organic juice called Nutri™. This marketing communications plan would be useful

in determining factors within the market that the company should look for if it has to introduce

its product into the market successfully.

A Situational Analysis

This section of the marketing communications plan analyzes of both the micro and macro

environments of Company X using the SWOT and PESTLE tools respectively. The objective of

analyzing the internal environment is to establish the organization’s strengths and weaknesses

and compare them against threats and opportunities to establish the best approaches to leveraging

the overall advantage or disadvantage with the forces within the external environment to attain

the best outcome for the company in introducing Nutri™ to the UK market.

Marketing communications plan for Nutri™ Organic Juice 5

Micro Environment Analysis

SWOT Analysis

Strengths

The fact that Nutri™ is an organic juice means that its greatest strength the nutritive

content. Organic products have found favor in the eyes of modern consumers because of a

growing concern for healthy foods (Nederkoorn, 2010, p. 389; Cooke, 2007, p. 294). In

specificity, dietitians advise individuals to be cautious with what they consume for the fear that

most of the commercially manufactured foods contain higher amounts of unhealthy chemicals

such as too much processed sugars and salts, higher than normal levels of calories, refined fat,

and others (Hill and Blundell, 2006, p. 19; Bowman, 2004, p. 114). Therefore, Nutri™ would be

an excellent choice for the customers because it promises health benefits. The brand also has a

unique taste that would be appealing to consumers. The fact that Nutri™ does not have any

added sugar and chemicals does not indicate that it would have unappealing taste. In fact, the

developers of the organic juice concentrated on the element of taste to differentiate its product

from the rest in the industry.

Weakness

Company X is seeking to introduce its product into a market that already has several

established brands such as Coca-Cola and others. While the rest of the established firms have

reputed brand names, Nutri™ could compare weakly in terms of wining the trust of clients

within the target market segment (Burnett and Hutton, 2007, p. 344). In fact, nothing is known

about the brand in the market yet, which means that the management of the organization will

need to work harder than those of the established firms if they are to establish customer loyalty

(Aaker 2012, p. 47).

Marketing communications plan for Nutri™ Organic Juice 6

Opportunities

The industrial and sociocultural trends of the UK are the biggest opportunities for the

juice brand. Specifically, Company X would capitalize on the contemporary preference for

healthy products to hit the market on a high (Padel and Foster 2005, p. 606). Most consumers are

aware of the danger of eating processed foods because of their relationship with lifestyle health

issues (Monteiro et al. 2010, p. 7). Policy changes by the department of health are likely to affect

the food and beverage industry positively by requiring that processors adopt healthy production

techniques to lower the risks of contracting lifestyle health disorders. The large population of the

UK is also an opportunity for profitability since it is likely that the marketing communications

would reach a larger proportion of the populace within a short time. The large population means

that demand would be high because of the proportion of disposable incomes among the

prospective market (Tsakiridou et al. 2008, p. 160). Therefore, the fear that the firm might

struggle to introduce its product into the market would be offset by the identified opportunities.

Threats

The entry and exist mechanism into the industry are not quite restrictive, which means

that the product is likely to meet with stiff competition from both established brands and younger

ones. The management of the company should also be aware of the fact that a wide variety of

soft drink products available in the market could make it difficult for the target market to

understand of an existence new products.

Marketing communications plan for Nutri™ Organic Juice 7

Macro Environment Analysis

The PESTLE Analysis

Political Factors

The food and beverage industry, like most other industries, is subject to regulations by

The Consumer Protection Act 1987. This Act addresses issues such as those of quality, quantity,

unfair competition, false advertising, and others (Grande-Bretagne, 1987). It is possible that the

political landscape could decide to amend regulations in the industry, which might force the

product out of the market. The political factors in the UK could also affect laws related to labor,

accounting, taxes, and the structure of the internal market. Therefore, Company X should be

aware of the implications of the political environment on the availability of labor, the levels of

taxation, approaches to competition, requirements of health, and others on the entry mechanisms

into the market.

Economic Factors

It is common sense that the performance of businesses is relative to the state of the

economy. The UK is not a different scenario since Nutri™ will only succeed to enter the market

when its producer considers the economic factors within the economy. For example, the pricing

strategies should consider factors such as disposable incomes of the target population (Child

2012, p. 10).

Social Factors

Social factors affect the food and beverage industry a great deal. For example, the

different brands in the market are designed such that they fulfill the different tastes of their

consumers and conform to their cultural elements of food (Elbel et al. 2009, p. 113). One specific

issue that the company should be aware of is the fact that most consumers are now preferring

Marketing communications plan for Nutri™ Organic Juice 8

healthy products because of a concern about the negative health effects associated with

processed food products. Therefore, Nutri™ stands to benefit from the cultural preference of

consumers.

Technological Factors

Technologies keep evolving, and the effect of such evolution is significant for businesses.

For example, technologies have an influence on the costs of production, which has further effect

on the pricing strategies that organizations adopt (Noe 2003, p. 90). Since this marketing

communications plan does not entail considerations on the production technologies, it is rational

to consider the advertising technologies. Presently, companies have managed to reduce the costs

of product promotion through adopting strategies of advertising such as social media platforms

and corporate websites in addition to other means such as mass media channels (Schlee 2013, p.

8). Technology also affects the modes of selling of products through allowing online selling,

ordering, and confirmation of deliveries on ordered products (Schlee 2013, 10).

Legal Factors

The organization would be required to acquire and protect its patent rights for the

ownership of the Nutri brand name. Cases of property rights infringement have become a real

concern for firms in the computer age, which suggests that businesses should always be on the

lookout for any possibilities of violation of patents.

Environmental Factors

A growing concern about environmental sustainability now means that corporate

institutions should strive to remain as responsive as possible to the environmental factors

affecting their operations. For instance, the soft drinks industry relies significantly on the

availability of clean water for its industrial processes. It means that Company X should strive to

Marketing communications plan for Nutri™ Organic Juice 9

operate within the UK’s environmental protection laws such as those that avoid pollution of

waterways. Therefore, the product should convince the target market that it is environmentally

friendly through the packaging and production procedures among other issues.

Segmentation, Targeting and Positioning

Segmentation

Table 1 indicates the market segmentation process that company X would use in determining its

market

Type of

Segmentation

Factors considered in the segmentation

Geographic

 Different regions within the country depending on their cultural

practices and preferences

Demographic

 The incomes of the population- the product shall target people from

all income categories

 The sizes of families- Nutri™ shall be available for all types of

families and family sizes

 Gender- the product would target people of all genders as well as

transgender person.

 Age- restrictions on dietary recommendations indicates that the

company had better focused on all age groups who consume

processed food. It means that only some categories of infants shall

not be targeted in the marketing communication.

Psychographic

 Social class- Company X shall target people from across the social

classes of the British society

 Lifestyle- the product shall target people who seek healthy eating

habits

Table 1: Market segmentation for Company X in its introduction of Nutri™ organic juice

Targeting

The company shall develop different types of commercials to address the different types

of its target market segments. The primary target, however, shall be people within the ages of ten

and fifty-four years since they represent a majority of the population of the UK

(Indexmundi.com, 2018).

Marketing communications plan for Nutri™ Organic Juice 10

The age structure of the UK, adapted from Indexmundi.com (2018)

Positioning

The core idea of the marketing communication strategy shall be ‘organic drink, healthy

living.’ The organization shall use this core idea to pitch its product into the market using

innovative strategies that would seek to expand the popularity of the product outside the UK

eventually. However, whatever the level of positioning, the organization shall be consistent in its

communication of quality using a ‘one brand’ approach to local marketing.

Smart Objectives and Implementation Strategies

1. To reach the largest number of people possible within the shortest time possible and to

influence their buying decisions in favor of the product within the same time.

2. To develop a strong brand equity for the company in the industry within the first five

years of the product’s existence in the market

Implementation Strategies

In striving to realize the first smart objective, the organization shall adopt a viral

publicizing and growth hacking strategy. This strategy is one that entails an incorporation of

marketing in the product of the company. One of the factors that the organization shall consider

while seeking to attain this objective is the fact that Nutri™ is still in the infancy stage of its

lifecycle. From this perspective, Company X should attempt to make information on its new

product viral so that it can manage the startup processes effectively, which relies on elements of

time and the numbers of new clients that the marketing message generates within defined

Marketing communications plan for Nutri™ Organic Juice 11

timeframes. In this case, the communication should be built with the ability to measure the

likelihood that knowledge of the product shall be shared among the target consumers (Venture

Harbour 2014, p. 1). Therefore, the marketing communication will always be asking viewers to

spread the message through promoting it through different platforms. The second idea would be

to align the message with the favorite channels that the target clients use to learn about new

products. It means that the organization shall undertake significant market research to understand

the most used platforms.

The company shall further adopt a five-step strategy of attaining the second smart

objective. Since this strategy is a long-term one, the following five steps shall be adopted:

i) Introduction of quality to the market, which has already been a factor for

consideration during the production of its product

ii) Keeping an eye on competition trends, which would be effective in adapting the

organization’s brand to the changing conditions within the market and the industry

iii) The development of a consistent image for the brand through consistent promotion

messages through all possible platforms, including social media

iv) Ensuring consistency in brand messaging, which shall be done using the core ideas of

brand positioning outline previously

v) Considering client feedback, through seeking to understand what customers desire

from the product and using such information to restructure.

Implementation of the Strategies

It should be noted that each of the two objectives of the marketing communications plan

relies heavily on the media strategy that the organization shall adopt. In this case, Company X

shall adopt online advertising, broadcast advertising, place advertising, sales promotion, public

Marketing communications plan for Nutri™ Organic Juice 12

relations, and print advertising strategies to pitch the product into the market. Each of the

approaches to promoting the product shall be used to capture the attention of a specific market.

For instance, online marketing strategies shall be utilized to target the youthful internet users

while broadcast advertising shall work for the older population. Place advertising shall be used

for the general market among other criteria.

Control

Since the organization needs to track progress in its quest to realize the two smart

objectives, it should have evaluation criteria for both. Therefore, the company should track the

number of referrals that its advertisements receive from online platforms as well as the number

of airings that such messages appear on popular television channels. The organization should

also track the number of subscriptions to its corporate website and social media platforms.

Lastly, Company X should research the market for customer perceptions of its brand at one-year

intervals to determine its popularity.

Marketing communications plan for Nutri™ Organic Juice 13

References

Aaker, D.A., 2012. Building strong brands. Simon and Schuster.

Bowman, S.A., Gortmaker, S.L., Ebbeling, C.B., Pereira, M.A. and Ludwig, D.S., 2004. Effects

of fast-food consumption on energy intake and diet quality among children in a national

household survey. Pediatrics, 113(1), pp.112-118.

Burnett, J. and Hutton, R.B., 2007. New consumers need new brands. Journal of Product &

Brand Management, 16(5), pp.342-347.

Child, J., 2012. Organizational structure, environment and performance: The role of strategic

choice. sociology, 6(1), pp.1-22.

Cooke, L., 2007. The importance of exposure for healthy eating in childhood: a review. Journal

of human nutrition and dietetics, 20(4), pp.294-301.

Elbel, B., Kersh, R., Brescoll, V.L. and Dixon, L.B., 2009. Calorie labeling and food choices: a

first look at the effects on low-income people in New York City. Health affairs, 28(6),

pp.w1110-w1121.

Grande-Bretagne, 1987. Consumer Protection Act 1987. HM Stationery Office.

Hill, A.J. and Blundell, J.E., 2006. Macronutrients and satiety: the effects of a high-protein or

high-carbohydrate meal on subjective motivation to eat and food preferences. Nutrition

and behavior (USA).

Indexmundi.com, 2018. United Kingdom Demographics Profile 2018. [Online] Available at:

https://www.indexmundi.com/united_kingdom/demographics_profile.html [Accessed 24

Mar. 2018].

Marketing communications plan for Nutri™ Organic Juice 14

Monteiro, C.A., Levy, R.B., Claro, R.M., de Castro, I.R.R. and Cannon, G., 2010. Increasing

consumption of ultra-processed foods and likely impact on human health: evidence from

Brazil. Public health nutrition, 14(1), pp.5-13.

Nederkoorn, C., Houben, K., Hofmann, W., Roefs, A. and Jansen, A., 2010. Control yourself or

just eat what you like? Weight gain over a year is predicted by an interactive effect of

response inhibition and implicit preference for snack foods. Health Psychology, 29(4),

p.389.

Noe, R.A., Hollenbeck, J.R., Gerhart, B. and Wright, P.M., 2003. Gaining a competitive

advantage. Irwin: McGraw-Hill.

Padel, S. and Foster, C., 2005. Exploring the gap between attitudes and behaviour:

Understanding why consumers buy or do not buy organic food. British food

journal, 107(8), pp.606-625.

Schlee, C., 2013. Introduction. In Targeted Advertising Technologies in the ICT Space (pp. 1-7).

Springer Vieweg, Wiesbaden.

Tsakiridou, E., Boutsouki, C., Zotos, Y. and Mattas, K., 2008. Attitudes and behaviour towards

organic products: an exploratory study. International Journal of Retail & Distribution

Management, 36(2), pp.158-175.

Venture Harbour, 2014. Startup Marketing: Your Ultimate Strategy For Incredible Growth.

[Online] Available at: https://www.ventureharbour.com/ultimate-startup-marketing-

strategy/ [Accessed 24 Mar. 2018].

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