The Marketing Strategy Using By The Organization Considering Aspects Of The Market Mix

I. Executive Summary II. Situation Analysis o Market Summary  Target Market Demographics  Geographic  Demographics  Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis  Strengths  Weaknesses  Opportunities  Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast

The Affordable Blended Smoothie, Inc. will be producing a healthy non-alcoholic product. As more families and the society continue struggle to maintain healthy lifestyles, the new beverage comes at the right time in remedying the situation. The new energy drink will be suitable to all classes of people regardless of their age, educational level, income, gender, or ethnic affiliation. However, we will be able to employ targeted marketing where the marketing strategies for the company will be directed to rising middle class in Virginia (Wit, 2010).

End users are those individuals walking in the company stores, ordering a smoothie and a cookie, paying the cashier and then telling her friend how wonderful the ambiance is. This buyer segment does not purchase large amounts of product at one time and likely chooses Jamba because of the quality of the ingredients. With no switching costs and a growing industry offering many options, patrons of smoothie cafés can freely purchase their delightful cool beverage anywhere. According to the U.S. Census Bureau the number of stores within the “snack and nonalcoholic beverage bars” industry grew from 36,036 in 2002 to 49,463 in 2007 [ (U.S. Census Bureau) ]. This trend means that Jamba Juice will have to increase customer loyalty to battle the increased competition.

Boost juice bar has been introduced in 2000 when Janine Allis, mum of three son and one daughter decides to create something’s that is healthy and delicious to their children .On that time, there were also lack of beneficial food store and the rate of obesity were increasing day by day. So, Janine Allis decide to make something that can replace fast food or healthy fast food alternative. This drinks is not only delicious but can give good benefit to human body. Nutritionist and naturopaths were been consulted by Janine Allis to create a menu of smoothies and healthy juices that were free from artificial flavours, preservatives and colours. Even though Janine has no business experience, but she tried to open her business. The first boost store design was painted by Janine Allis. She managed to get AU$250,00 for her first store. Boost has become famous and synonymous with smoothies in Australia a decade later.

In the launch of Innocents, they started off by selling their products in a local shops as their business has grown over the years their market share has also gradually increased. The business found a unique way of making profit and distributing it around, this is done using cow vans. Innocents drinks use demanding by p giving products in as many as outlet as possible.; The business strategy has been shifted from push to pull as being the largest in UK and successful brand name, consumers demand the product. Innocent’s product is now available in many retailers, more than 7000 retailers demand their product including: ASDA, TESCO, COFFEE SHOPS such as STARBUCKS. Export has already been started by the business in Europe and Ireland. Children

Fruitera is a retail store selling fresh juices & smoothies in Durham. It is strategically located in the town centre on one of the busiest streets in Durham. It is walking distance not only from the train and bus stations but also from the various colleges of Durham University. Durham being a university city has a big student population, who happen to be the primary target for Fruitera. As per research (Mintel 2013), there has been a lot of emphasis on health and a healthy diet. It also states that people under the age of 35 have the highest consumption of fresh juices with 15% of them drinking fresh juices daily. Therefore seeing the demographics and the market potential Fruitera has been established to provide customers with the option of fresh juices and smoothies. The primary target market for the store are both men and women within the age group of 18 – 25 year olds, primarily the students studying at the university. It is a store for people constantly on the go, who care about the healthy and natural food. At Fruitera the menu is just not restricted to juices and smoothies but also salads and wraps. The Uniqueness of Fruitera is that it provides the customers with a choice to create their own juices to suit their preferences

“Marketing strategies can have a broad impact on the business in terms of instilling a marketing orientation among all those in the firm: the way of thinking or philosophy of the whole organization. However, marketing strategies can alternatively be seen as dealing only with the development of competitive advantages directly associated with the marketing function such as customer loyalty and distribution channel control. In the latter case, the domain is sometimes even further restricted by sole attention to the various element of the marketing mix rather than the more general issues of customer and channel relationships. There are two key

Jamba Juice is a smoothie retailer in the United States in the restaurant industry. Jamba Juice offers 100% fruit smoothie and juice with healthy snacks. This paper will explain the strategic issues faced by Jamba Juice, and the strategy used to be successful. Jamba Juice has maintained financial discipline, cost management, and improvements that are the reason sales are increasing. Jamba Juice strives to follow their mission and vision statement, and markets aggressively. Over the next five years, the market for smoothies is expected to increase by 10-15%. (Brixler, Brian) Consumers are seeking healthier food and beverage options for a meal. Smoothies offer a healthy option instead of drinking soda.

Diversification has been important in the company’s growth story. Innocent is the number-one smoothies brand in the UK and in many of the European territories where the product has sold, however much of the company’s growth has been maintained by new lines as the smoothie market has become commoditised. In order to maintain volumes in the smoothie market innocent have concentrated on innovation in flavours and launched big take home tetra packs, smoothies for children and innocent thickies with probiotic yoghurt.

In 1999, three university friends, Richard Reed, Adam Balon and Jon Wright established what was soon to be called Innocent Drinks. Soon after, they introduced their first smoothie into the market, at a stall in a London music festival. In fact, consumers where asked to throw their empty bottles in cans marked “yes” and “no” to determine if the three business men should continuous selling their product, the majority agreeing “yes”. After numerous name changes that ranged from “Fast Factor”, “Hungry Aphid” and “Nude”, the business came to be known as “Innocent Drinks”.

Innocent Ltd. is a fresh business that has been exceptionally successful in creating wholesome and natural smoothies. The company has appeared in the Sunday Times for four consecutive years in the ‘Fast Track 100’, a list of the fastest growing privates companies in the UK. The company has aimed to place itself on the side of the consumer as supporting green issues and responsible business practices and this has evidently proved to be in favour with the company’s brand image which has resulted

Innocent Drinks was started by three friends in 1999 that developed premium smoothies that contained 100% natural fruit with no water or added sugar. The aim was to provide people with quick ready-to-go and healthy food and drink options. The company is now one of the best-loved and fastest growing businesses in Britain. The highly successful Innocent Drinks sells $2 million smoothies per week across Europe, building a 72% market share in the 8 years since they were founded (Anne 2008).  They give 10% of their profit to charity and continually participate in fund-raising activities such as ‘The Big Knit’. Throughout the years, Innocent has managed to

Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in

Every organization needs to have a marketing strategy so that they know who are their competitors, which market they need to target, do they have resources to compete in that market and what strategies they need to adopt to gain competitive position in the industry. The most important thing is with the help of marketing, company is able to make people aware of its product.

Threat of substitutes to Innocent drinks in the current market are low to average but Innocent face challenges and competition from major retailers with their own label juice and smoothies products (Mintel, 2015), not only that but these retailer possess a large customer database in hand due to it cheaper pricing regarding similar products to Innocent and income disposable and recession at the same time, despite all of there, Innocent continue to attract more people as a result of their brand imaging and campaigning.