Marketing management final report on odwalla

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Marketing management final report on odwalla

  1. 1. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 1 “Marketing Plan on Odwalla Juices” As a major innovation in Pakistani Market for natural juices Course: Marketing Management Course Code: Mkt – 401 Instructor: Miss Duria Hassan Group Members: Shahzaib Malik BB-2116 Talha HassanBB-2131 Kafeel Ahmed BBE-661 Maaz Uddin BB-25227
  2. 2. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 2 ACKNOWLEDGMENT First of all, we are thankful to Almighty Allah (The most gracious and the most powerful, the knower of what’s seen and unseen), for giving us the courage and power to learn and to apply our knowledge for the benefits of mankind. We would like to express profound gratitude to our teacher, Miss Duria Hassan for their support, encouragement, supervision and useful suggestions throughout this project work on “Marketing plan for Odwalla natural Juices” in course marketing management. We would not have been able to finish this wonderful project without his support and guidance. Thank you for patiently guiding us throughout this project and motivating us to work at our best. All group member co operate with each other, cover, collect, sort and gather information on it. Group members are Shazaib Malik , Talha Hassan Kafeel Ahmed and Maaz Uddin.
  3. 3. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 3 TITLE OF PROJECT REPORT: “Marketing Plan on Odwalla Juices” As a major innovation to launch in Pakistani Market for natural juices NAME OF PROJECT SUPERVISOR: Miss Duria Hassan
  4. 4. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 4 TABLE OF CONTENT  Introduction………………………………….……..............5  OdwallaIncorporation……………………………..5  History, Origin and Objective…………………..5  Vision Statement……………….…….……………..6  Mission Statement……………….…….……………6  Market analysis……………………………………….........9 o Customer………………………………………………..10 o Company……………..……………………………..…10 o Competitor……………..……………………………...10  Product Line and Category…..………………………...11  Segmentation…………………………………………........11  Targeting ………... …………………………………......13  Positioning .……. ………………………………….......13  Marketing mix……………………………………………14  SWOT Analysis……….…………………………………15
  5. 5. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 5 INTRODUCTION OF THE COCA-COLA COMPANY: An American multinational beverage corporation. Manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups. It is headquartered in Atlanta, Georgia. The company is best known for its flagship product Coca-Cola or Coke. Invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia. The Coca-Cola formula and brand was bought in 1889 by Asa Griggs Candler (December 30, 1851 - March 12, 1929), who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca- Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler in North America, Coca-Cola Refreshments. Odwalla Incorporation: It is wholly owned subsidiary of The Coca-Cola Company and a division of Minute Maid. American food product company that sells fruit juice, smoothies and food bars. It was founded in Santa Cruz, California, in 1980 and is headquartered in Half Moon Bay, California. The company experienced strong growth after its incorporation in 1985, expanding its distribution network from California to most of North America, and went public in 1993. Odwalla was acquired by The Coca-Cola Company in 2001 for US$181 million. History ,Origin and Objective: “Back in 1980, musiciansGreg Steltenpohl, Gerry Percy, and Bonnie Bassett had a juicy realization as they squeezed a glass of California OJ: a state with so much fresh fruit should have a lot more fresh juice! Something had to give—so they did. Working from a backyard shed and squeezing juice by hand, they planted the seeds for a company that would bring the best of nature to the world. All it needed was a name.”
  6. 6. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 6 Now, over 30 years later, Odwalla ("ode-wall-ah") is serving up over 50 varieties of carefully crafted beverages and bars, and each is designed to bring “goodness to your life”. But a company is way more than just its name. It's even more than its products. They take extra steps to be good to environment and community. Odwalla’s objective is to provide safe, healthy, hygienic food, fruits and vegetable juices. By this they bring value to its customer. Vision statement: "Help humans break free from the dull mass of over- processed foods so prevalent today" Mission Statement: "People of the sun" out of the "grey haze" “Goodness Grows Here”
  7. 7. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 7 Marketing plan of Odwalla All natural juices:
  8. 8. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 8
  9. 9. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 9 MarketAnalysis: 1)All Natural Apple Juice: For Isaac Newton, apples provided the inspiration for gravitational theory. At Odwalla, apples providethe sourcefor 100% AppleJuice, a delicious flavor that pulls you in sip after sip. 2)All Natural Grapefruit Juice (seasonally): But we do care a lot about loading the goodness of grapefruit and its abundance of vitamin C into every bottle of this all-natural beverage. 3)All Natural Orange Juice: The orange has got vitamin C from here to next week, a color that makes sunsets blush, and a taste that legends are made of. So why would we besmirch its honor? We wouldn’t. We don’t. That’s why there’s nothing added. The above three sub headings are the flavors of All Natural Juices. This will be introducing in Pakistani Urban Market. These lines present Odwalla’s views on their products. Plant Bottled, hand crafted, purely squeezed juices. That’s what their uniqueness.
  10. 10. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 10 Customer: In Pakistan The Coca-Cola Company products and Minute Maid Juices are very well recognized. So Odwalla All natural juice will be a value base product. People from upper class and middle class will be Odwalla customer. Those people consuming nectar juices but needs more valuable enhanced quality product, will be in Odwalla juices. People need healthy, pure, safe and hygienic fruit juice. That is whatcompany wants to put the image of the producttoward audience. Company: The Coca-Cola Company in Pakistan offers carbonated drinks and non carbonated drinks and Minute maid juices. Competitor: The Competitors of Odwalla All naturaljuices in Pakistan are:  Shezan All Pure  Olfrute  Nestle Fruita Vitals  Real Fruit
  11. 11. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 11 Product Category: The product category for Odwalla All natural juices is noncarbonated drinks and they are 100% nectar juices. In Pakistan nectar juices are mainly offered in tetra pack but they are offered in Plant Bottled. Product Line: The Odwalla All Natural Juices are new product line in Pakistan and initially they are launching three flavors Apple, Orange and Grapefruit. Segmentation, Targeting Market & Positioning (S.T.P.) : Segmentation  Geographical: Geographically in initial startup for “Owalla All Natural Juices” it will be introduce in Karachiand Lahore. Because these are two metropolitan cities of Pakistan and densely populated.
  12. 12. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 12  Demographical: By this segmentation we can divide people into different groups of people by their age, gender, family size, occupation, education and income.  Age : In orange juice is segmented for young adults from age of 10 to 25. Apple juice and grapefruit are mainly for women and people of age group 35 to 60 or diabetic patient.  Family Size: Two sizes will be offered in two sizes of plant bottle 300 ml. and 1 liter. The 1 liter can be share in to a family of 4 members  Education: This productis mainly for student of college, universities and school. All will be literate health conscious and well aware knowledgeable people.  Psychographic: In psychographic segmentation according to social class it will be targeted in upper and middle class. Keeping in mind norms and religious values of Pakistani society this product will Halal.
  13. 13. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 13  Behavioral: It is segmentation by consumer’s perception and behavior towards product. People need no concentrate juices and 100 % pure nectar juice good quality bottle. Diet and health conscious people want value base product. The people who are loyal towards band name of minute maid and coca-cola company. Uniqueness in product can justified through its. The product must be available in both metropolitan cities properly. Just beside the product of competitor. Benefits and features of these juices are minimally processed to ensure great taste and nutritional integrity. No artificial flavors, added preservatives or added colors. Target Market Target market for Odwalla All Natural Juices are those differentiated segment of people are diet conscious, health conscious, required nutritious drinks and which is offered to their group of people like young adult and women. Positioning Odwalla delivers nourishment coast to coast with the Odwalla family of juices, juice drinks, smoothies, protein drinks, and nourishing food bars. Odwalla has been making juices and innovating in the natural health beverage category.
  14. 14. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 14 Marketing mix Product: The Products are Odwalla All Natural Juices in three flavors Orange, apple and grapefruit. Place: Odwalla All natural juices will be launched in Karachi and Lahore. Like super markets, departmental stores, grocery shops, cafeterias, food lounge and restaurants where lunch and breakfast are offered. Packaging: In Pakistan it will be offered in two sizes 300 ml and 1 liter white translucent plant bottle and convenient bottle opening easy to use, handle and travel. Grapefruit in 1 liter bottle only. Promotion: For initial launching and promotion of juices the company will have to start above the line activity also known as a.t.l. activities like billboards, pamphlets, posters, band activation events in Karachi and Lahore university, colleges and schools.
  15. 15. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 15 Price: The pricing of products are 400 ml. is Rs. 50 PKR and Rs. 140 PKR for 1 liter bottle. The prices of juices are value base because they are different in packaging and taste. Whereas grapefruit will be in 1 liter for Rs. 160 PKR SWOT Analysis: In SWOT analysis organizations strengths, weaknesses, opportunities and threats are mention for study of analytical of organization  Strengths: The brand name of parental company of “The Coca-Cola Company” and Minute Maid division. Aware of the society behavior, where Odwalla juices will be launch. Aware of the resource required for the products of Odwalla. Products features, benefits and quality taste are also its strength.  Weakness: The prices of Odwalla All Natural Juices are higher than its competitors because they are having value base price as to compare to products, which are manufactured in Pakistan and available in majority of places. The parent company does not spend much amount on the promotion. The name of the productis not easy to pronounceand remember for the origin people living in Pakistani urban society.
  16. 16. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 16  Opportunities: The opportunities for the company are that they must make product available to customer every shop where the competitor’s products can reach. Utilize and strengthen distribution network of the company. Company can become the first to launch 100% nectar juice in plant bottle locally manufactured or hand crafted purely squeeze. These company products can cater mass market in future.  Threats: The Present competitors in the market are very tough and have already capture market. The company must design marketing strategy and implement on it effectively and efficiently so that Odwalla juices can captures its market and grow further.
  17. 17. Odwallajuice Marketing Plan 2013 Institute of Business & Technology (IBT) Page 17

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