Promotional Techniques and Target Market of Fruit Juice

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Table of Contents

Juice Marketing Strategy: Product
Target Market of Fruit Juice
Marketing Strategy of Real Fruit Juice: Promotional Mix
Reference

This project presents an example of a marketing strategy of real fruit juice. It aims to examine the features of fruit juice market, aspects of a promotional mix, and target market of fruit juice.

Juice Marketing Strategy: Product

The product to be promoted is fresh fruit juice, extracted directly from fresh fruits through a blender. It can be taken either as a mixture of different fresh fruits extracts or from a single fruit. Different fruits have got different flavours, for example, mango, orange, pineapple, apple, water melon, peach and so on. A mixture of different flavours is normally referred to as juice cocktail. In the society today, fresh juice is a product seen by many people as healthy and one that has the capability of boosting one’s immunity.

Different customers will opt for different flavours and it is up to the seller to make them available. This necessitates product diversity and hence renders the products a longer product life circle. It is best taken when chilled. Since it is perishable, it is best to keep it refrigerated so as to maintain its natural flavour and also to preserve it. A glass of fresh juice is recommended especially for breakfast.

Target Market of Fruit Juice

A target market that the business intends to sell its products to the customers. This refers to the individuals that are using the products. The suitable target market of the products includes children, teenagers and older persons. It is intended for use by the entire population.

As statistics shows that young children especially between the ages of 6 months and 8 years are very vulnerable to different diseases. Since fresh juice is an immune booster, this age bracket will find it inevitable to have a glass of the product daily as a part of their diet. The older generation will use the product as a refreshing drink.

Marketing Strategy of Real Fruit Juice: Promotional Mix

Promotional mix involves a combination of promotional methods used for a product or service. According to Harrell (2008), the five main aspects of a promotional mix are:

Advertising – This involves the use of an identified sponsored medium to promote and present goods and services to potential buyers. This is mainly done so as to convince potential customers to buy the product or service. It is done through print, radio, catalogues, billboard, and online advertisement. For example, one can put up a billboard with a family enjoying delicious fresh juice.

Personal selling – This is the oral presentation of a product or service to a potential buyer with the aim of persuading him/her to buying the product or service. It takes place either through face-to-face selling or telephone. For example, sales agents can be used to promote the product on a door to door basis from one house to another.

Sales promotion – This is a short term promotional strategy that is intended to increase the demand of a product or service within the shortest time possible. Examples: price reductions, coupons, sweepstakes, contests, free product samples, and demonstrations. A strategy such as demonstration of the health benefits of the product can be used to boost the sales of the product.

Public relations – This involves the efforts to maintain an appreciative image between the organisation and its stakeholders, in this case, the customer. The organisation usually tries to maintain a positive image in the eyes of its customers, hence encouraging them to buy more of the products or services through newspapers, magazines, articles, charitable contributions, seminarsand speeches.

Direct Marketing – This is where businesses communicate directly to the customers using techniques such as email, postal correspondence and online web displays.

Reference

Harrell, G. D. (2008). Marketing: Connecting with Customers. Chicago Education Press. p. 286. ISBN 9780979830402.

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Promotional Techniques and Target Market of Fruit Juice

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