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Please help answer following questions for Orchy Fruit Juice
Identify the target market chosen for this plan and justify why. Use the segmentation criteria to describe these people in detail
2)Identify which positioning strategy you will use. Generally there are two major strategies: price and differentiation. choice must be based upon your competitor POS and POD analysis
3)Define the core benefit offered by the product
Define the actual product offered; e.g. materials used on manufacture, branding, packaging, labelling etc
5) Define any augmentation of the product
6 Identify the cost of the product to the customer. There are two primary pricing strategies you can use; market penetration, or skimming. However, there are other pricing strategies you can also integrate as an additional component to your pricing strategy. Generally, if this is an established marketplace then you will price based upon your competition and your positioning strategy against them. If this is the one and the only product in the marketplace and there are no substitutes then you will base your price based upon what the customer is willing to pay for the benefit offered. Justify your strategy based upon the overall objective of the marketing plan
7)Your promotional strategy must reflect your positioning strategy. This means that the message you are sending to the market be relative to the positioning strategy. Develop a six word sentence that can be used to portray this strategy. For instance, Toyota use “oh what a feeling”. Also the media chosen to communicate the message must be the same media that your target market consumes. As such the message must be the same across all the media used. You should also include the type of advertising you will use and justify your choices -remember who you have chosen as your target market and how will this enable you to achieve your objectives.
8)Identify the distribution chain you will use to transfer the product from the manufacturer to the consumer. What strategy will you use to get the distributors to take on the product: push or pull? Justify
Identify measures you will use to evaluate your marketing plan/objectives and place in the table provided. Justify. Remember these evaluation measures must be relative to the objectives of the marketing plan. In the marketing plan section of the assessment tab, there is a PowerPoint slide on some possible metrics to include. You should use at minimum one metric for each goal to evaluate your plan
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