Marketing plan and sale strategy
Double vision company, majors on the sale of a variety of drinks, from fresh produce sourced from local farmers. The benefits of these drinks based on their nutritional content, made us diversify the market targeting both the young and older members of society. The company’s goal is providing alternative diets and encouraging healthy living which is an essential part of an increased life span and reduces the risks of contracting terminal diseases. Most of those who will be drinking the beverage though are those who live in urban centers who do not have direct access to fresh farm produce and who do not have spaces where they reside to grow fresh fruits that they can use to make smoothies and fresh juice. The drink will most likely conform to the non-conservative population who do not mind taking fruit juice instead of the actual fruit. The age group is from two years and above because at this level for infants their digestive system is well developed to digest food. The fruit juice is affordable and can be purchased by people of lower to higher income status, but it has been made mainly for those people with low income who cannot afford to get fresh fruits from the supermarkets and also not able to cultivate their fruits (Strait, 2015).
Population distribution in Atlanta
Total population
308,745,538
Under 5 years
20,201,3626
5 to 9 years
20,348,6576
10 to 14 years
20,677,1946
15 to 19 years
22,040,3437
25 to 29 years
21,101,8496
30 to 34 years
19,962,0996
35 to 39 years
20,179,6426.5
40 to 44 years
20,890,9646
45 to 49 years
22,708,5917
50 to 54 years
22,298,1257
55 to 59 years
19,664,8056
60 to 64 years
16,817,9245
65 to 69 years
12,435,2634
The population is diverse with people of different age, race, and ethnicity making it a perfect fit for our target market. There exist a large number of stores that we intend to sell our products in partnership with them. There are close to 200 grocery stores around the city which makes the arrangement mutually beneficial because they are closer to the target market (Morris, 2010.).
The competition is vast, mainly from established fruit ending companies with a grip on the market and with their products having a high penetration rate. Brands such as juiceheads, roots pressed juices, and dtox juice will be the main competition for the fresh juice market because they are trustworthy and many people have alignment and preference of buying milk from them. With a unique product where juices can be made on placing an order or requesting to buy to give a customer that feeling of taking fresh juice and with a well thought out and researched business plan the business will be able to compete fairly in the market. As a company that is starting its relatively fierce competition and it will take time to catch up with competition and be noticeable in the business of fresh juices. The game is stiff, and many companies are gearing up to enter the fresh juice market, such as earth bar and suja. The entrance of new competition in the market is hard because many businesses offer the same services and therefore the entry of other competitors is hard if there are no services that are different from the established companies. To penetrate the market, it is, therefore, useful to thoroughly evaluate the competition and establish the weaknesses of the game and establish the parameters that you will follow so that you can outwit competition (Palacios-Marqués, 2015)
The company aims at producing fresh fruits sourcing its ingredients from local farmers and also advocate for good health by choosing alternative diets of fresh fruit juice packed with all nutrients. Its message is about fresh fruit juice for better health. The juice is without industrial preservatives which are harmful to human health. It is to advocate for the general health of the public for a longer life span by reducing the intake of industrial products laced with chemicals. The slogan will be fresh fruit for better health.
Marketing is key to making sure that products penetrate the market well. There have been technological advancement where there has been the introduction of social media and online marketing and buying of sound through the internet. It is essential to analyze the platform that my target customer use frequently to make sure advertisement is done well to make the product awareness a success. The publication can is through paid adverts or unpaid adverts. Creating a company website is also essential, where prospective buyers visit and browse through the website and search for goods to buy. Being that the market is with stiff completion, it is necessary to look for other means to create brand awareness such as sponsoring sporting events, attending retailer’s exhibitions and generally creating an excellent customer experience (Cravens, 2006.).
References
Strait, J. B., & Gong, G. (2015). The impact of increased diversity on the residential landscape of a Sunbelt metropolis: Racial and ethnic segregation across the Atlanta metropolitan region, 1990–2010. southeastern geographer, 55(2), 119-142.
Cravens, D. W., & Piercy, N. (2006). Strategic marketing (Vol. 6). New York: McGraw-Hill.
Palacios-Marqués, D., Soto-Acosta, P., & Merigó, J. M. (2015). Analyzing the effects of technological, organizational and competition factors on Web knowledge exchange in SMEs. Telematics and Informatics, 32(1), 23-32.
Morris, R. A. (2010). The US orange and grapefruit juice markets: History, development, growth, and change. EDIS document FE834. Gainesville, FL: Food and Resource Economics Department, University of Florida.