Sample Assignment on Marketing Principles Portfolio

Marketing Principles
Portfolio
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Table of Contents
INTRODUCTION...........................................................................................................................3
MARKETING PLAN......................................................................................................................3
New product................................................................................................................................4
Packaging....................................................................................................................................4
Ingredients information...............................................................................................................4
Expiry date..................................................................................................................................6
Market segmentation...................................................................................................................6
Brand Appeal...............................................................................................................................6
Promotion....................................................................................................................................6
STP...................................................................................................................................................7
Consumer Attitudes and trends ..................................................................................................7
Segmentation ..............................................................................................................................7
Targeting .....................................................................................................................................8
Business Model of Juice .............................................................................................................8
Sales Strategy .............................................................................................................................9
Marketing strategy .....................................................................................................................9
Proposed plan of action ..............................................................................................................9
APPLICATION OF RANGE OF MODELS.................................................................................10
SWOT analysis..........................................................................................................................10
Ansoff Matrix............................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing principle involves a wide range of processes that is concerned with assessing
the requirement of consumers and then delivering them the same in order to attain results. A
marketing plan is a blueprint that outlines business overall marketing efforts. However,
developing a marketing process helps in assessing the 4 marketing mix elements i.e. product,
price, place and promotion in order to achieve desired results. Further, in order to grow the
business it is essential for them to develop a marketing plan that helps in developing right
product for right customers (Craig and Campbell, 2012). It is essential to analyze the target
segment and the retention strategies to be implemented by business in order to retain consumers
for long term. For this business is required to provide best quality products and services so that
repeat purchases can be attained. Marketing plan is the roadmap for Atlantic Quench Cranberries
that helps them to gain unlimited customers and improve the success of firm.
In the present study, a new product named mixed fruit juice has been launched within UK
market targeting young people for are health conscious. Therefore, business also keep in mind
regarding the ingredients involved within it such as low sugar and calorie content and high
carbohydrates so that fruit juice can be healthy for consumers. Further, the packaging of the
product is done in varied innovative approaches so that it stimulate buyers interest and enhance
the brand appeal of Fruit magic juice in market (Dalgic, 2006). Also, business promotes its
products through different advertising campaign in order to inform potential consumers and
providing meaningful message to them. Further, STP strategy has been used by Atlantic Quench
in order to develop an effective brand image in the minds of consumers. Also, analyzing the
current consumer trends and market growth of business assists in developing an effective
marketing plan so that best results can be attained.
MARKETING PLAN
It can be assessed that marketing strategy combines all the marketing goals into one
single plan. However, a good marketing strategy need to be drawn from carrying out market

research and focus on the right product mix in regard to attain the maximum profit and sustaining
the business (Dent, 2011).
New product
Atlantic Quench Cranberries introduces Fruit magic juice in the market and attracts
consumers of every range but mainly young adults. Further, business also produces new juice
range available in different flavors such as Kiwi-Strawberry flavor. While, it is also released in
the form of juicy fruit desserts such as Orange Creme Pop, Strawberry Shortcake, Lemon Square
and Apple Pie. Further, for health conscious consumers, business also launches sugar free juice
with the name of Juicy Secret and Juicy Riddle (Ferrell and et. al., 2012). In addition to this,
business also focuses on launching the product range in varied flavors in the coming next year
sic as Starburst candy, Strawberry and Cherry. Thus, marketers of company is required to
develop effective designing and promotion campaign so that consumer can be aware regarded the
product range and brand name in order to promote healthy juice product to consumers.
Packaging
Packaging is the best technology that helps in enclosing or protecting the products before
distribution, sale and consume. It is a process that assists in protecting the product, maintaining
its safety and quality before consumption and ensure that it reaches safely to the end users in the
same condition when it was packaged. It can be packaged into glass, plastic, cans and beverage
cartons so that it can be easily consumed by people (Chablo, 2001). Atlantic Quench Cranberries
packages its Fruit magic juice into recyclable cans that is made from aluminum and steel. It is
100% recyclable and lightweight and also saves 95% of energy in order to make a can from
recyclable materials so that best quality products can be delivered to consumers.
Ingredients information
Here, Atlantic Quench Cranberries are required to involve healthy and useful information
regarding nutritional facts, sugar, carbohydrate, calories, fats etc. on one side of the can so that
consumers can be aware regarding their intake of nutrition value. However, as the product is
focused more on the diet and health conscious people they focus on sugar content and make its

low as minimum so that juice consumers can be attracted and thus enhance the market share
(Daniel, Wilson and McDonals, 2003). Following are the nutritional information that has been
provided on the can of Fruit magic juice are as follows-
Per serving 60g Per 100 g
Energy (g) 804 1340
Calories (g) 191 319
Protein (g) 2.6 4.4
Total fat (g) <1.0 <1.0
Saturated (g) <1.0 <1.0
Carbohydrate (g) 44.5 74.1
Sugar (g) 26.1 43.5
Dietary Fibre 1.1 1.9
Sodium (mg) 51.6 86
Potassium (mg) 24 40
Magnesium (mg) 24 40
Vitamin C (mg) 12.8 21.3
Vitamin E (mg) 1.5 2.5
Vitamin B6 (mg) .0.2 0.4
Vitamin B12 (mg) <1.0 <1.0
Further, there are different other ingredients used in producing Fruit Magic Juice in order
to make them healthy and nutritional-
 Water- It is the main ingredient used in all the drinks.
 Sugar- However, in order to add sweetness in the juice, sucrose has been added.
 Maltodextrin- It is complex carbohydrate used in fruit juices in order to make them
healthy and add glucose in it in order to give health benefits to sports person and maintain
their carbohydrate level high (Dickson and Ginter, 2007).

 Intense sweeteners- It is used in fruit juices in order to make them intense sweet without
adding sugar substances. However, it is many times sweeter than sugar that means that it
gives a sweeter taste to the drink.
 Preservatives- It allows products to have a long life and stooping the growth of micro-
organisms such as yeasts, moulds and bacteria (Donovan and Henley, 2004).
 Colours- There are three different types of colours such as natural, artificial and caramels
so that it can be added in order to make a good appeal to consumers and easily
recognized by consumers.
Expiry date
It is essential for Atlantic Quench Cranberries to mention the date of expiry o the fruit
juice on the backside of the can. It is printed with all the ingredients' information as well as
showcases date of packaging. It is mostly 6-9 months after packaged. Therefore, it is essential for
end users to consume the same before the expiry date so that it provides better health benefits to
drink consumers (Fiqueiredo and Petkova, 2007).
Market segmentation
Atlantic Quench Cranberries segments its market on the basis of demographic
segmentation i.e. age and thus targets young people among 15-30 years. However, it provides
them fruit juice as per their needs and interest in different types of flavors so that satisfaction can
be attained. Business launches its new product range in the market by keeping the needs of
consumers in mind i.e. of healthy fruit juice drink. AQC targets young people and provides them
best quality products at minimum prices that helps them in gaining best health benefits (Geyer,
Van and Atasu, 2007).
Brand Appeal
The brand appeal of firm is high in the market as firm is carrying out its business from
last several years and successfully launching unique products related to fruit juices. Therefore,
there is high brand appeal as company position effectively in the minds of consumers and

enhance the sales and profitability of firm in market. The marketers of company position
themselves effectively as a premium brand of fruit and juice drinks and sells at minimum prices
so that everybody can consume the drink both health conscious as well as regular juice
consumers (Levens, 2013).
Promotion
The product launched need to be promoted significantly by using effective tools and
techniques so that more number of customers can be attracted. Promoting the Fruit Magic Juice
through online marketing i.e. social media websites helps in gaining attention of wide range of
consumers and thus enhances the sales and profitability of business. However, business also
undertakes effective strategies so that fruit juice can be attracted towards target people i.e. young
consumers among the age of 15-30 who are active on social media websites and spend most of
their time chatting and connecting with friends (Coaching, 2013). Therefore, Atlantic Quench
Cranberries selects such method of promoting the Magic Fruit Juice in market and thus gain high
popularity so that best results can be attained.
STP
Consumer Attitudes and trends
The product chosen for being launched into the market is a juice. The population of 15-24
years olds in UK are the largest consumers of juice and other drinks. The market has seen high
level of growth in this particular segment in the recent years. Children’s drinks are considered as
an important area of growth within the juice drinks market. The usage of fruit and vegetable juice
is slightly above average among these consumers. Over the years demand for fruit juices have
increased significantly (Akaka, Vargo and Lusch, 2013). The people of UK are expecting high
quality, natural and healthy juices which can bring revolution in the market. The consumers have
increasingly sophisticated regarding their understanding of nutrition. All the juice products are
expected to face competition from the home made products. The soft drinks and fruit juices are
considered as essential product. The sector is experiencing a major growth. According to the
market analysts, it is believed that this trend will continue in the future also. There is no sign of

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decline in the demand of convenience health drink products. Consumers are always looking for
natural and healthy options in case of FMCG products. Hence, from this it can be analysed that
new juice product of Atlantic Quench has huge potential because the consumer attitude towards
these kinds of drinks is positive.
Segmentation
Market segmentation is a strategy under which the target market is divided into subsets of
consumers, businesses or countries. In this way the Atlantic Quench will be better able to satisfy
the needs of the potential customers. Company can make use of demographic segmentation for
the launch of new product (Alon, Jaffe and Vianelli, 2012). Under this the marketers can segment
the market on the basis of factors such as age, sex, generation, religion, occupation etc. The
following juice product is generally targeted at the young populate between the age group of 15-
30 years. It is because the product offers benefits which matches with the expectations of the
young people. It has the potential to fill the young generation with many energetic features. It is
expected that this segmentation strategy will help in achieving the aim and objectives of the
marketing plan (Aras and Crowther, 2012).
Targeting
It is a strategy which decides the target market for the new product. The target market in
case of Atlantic Quench is young generation people. This segment is targeted because young
ones are very fond of beverages. The market of soft drink and energy drink is highly popular
especially among the young age groups (Boudreax and Emerick, 2014). Apart from that they are
generally highly conscious about their health and because of that they more look for nutritional
products. Hence, this concludes that this target strategy is appropriate for the new product.

Business Model of Juice
New Business
Drivers
Priority
Customers
Value
Propositions
Distribution
Channels
Key Activities Value Chain Identity
Competitive
Strategy
Relations &
Network
Alliances
Key
Partnership
Cost & Budget Revenue streams & Cash flow
Sales Strategy
The sales strategy of the company will be based on the long term relations with the
customers. It has been noticed that Atlantic Quench shares a good business relationship with the
customers. In order to maintain effective sales, the employees will be given appropriate training.
In this case, those people are to be employed who holds a good experience in the FMCG industry

(Chen and Lai, 2010). Further the brand can adopt tie up strategy in order to boosts up the sales.
Sales will be forecasted by analysing the above trends in the industry.
Marketing strategy
It is important that business should adopt an effective marketing strategy for the
promotion of its products and services. It is essential to get a hold on to the target market. For the
purpose of promoting the new product, company can adopt social media marketing into the
business (Foxall, 2014). It is evident that social media marketing has been the latest sensation in
the market. It is because it is cheap and very effective. Further the company can get high number
of customers on a single platform. The response rate in case of this strategy is very fast and high.
It has the potential to generate high level of sales and awareness among the masses (Importance
of strategic marketing planning. 2015).
Proposed plan of action
Following is the proposal plan of action for implementing the above marketing plan.
Task Activities Weeks
1 Carrying out Market survey 4
2 Business plan development 6
3 Meeting financial requirement 3
4 Development of infrastructure 2
5 Physical resource set up 4
6 Purchasing material required 3
7 Recruiting repair staff and other employees 2
8 Opening up of physical store 3
9 Marketing and promotion 4
10 Targeting customers 5
Activity/ Months 1-4 5-12 13-17 18-21 22-27 28-30 31-34 35-40 41-43 44-48
Carrying out
Market survey

Business plan
development
Meeting
financial
requirement
Development of
infrastructure
Physical
resource set up
Purchasing
material
required
Recruiting
repair staff and
other employees
Opening up of
physical store
Marketing and
promotion
Targeting
customers
APPLICATION OF RANGE OF MODELS
SWOT analysis
Strengths-
 Atlantic Quench Cranberries is a leading industry in fruit juice market.
 Company owns a clear vision of delivering healthy products (Cohen, 2005).

 Business possess strong new product development department in order to gain success.
 Organization also focuses on selling juice boxes that involves low-calorie cranberry
drinks and white cranberry juice.
 Business achieved annual sales of around $1.7 billion in 2007 (Frank, 2011).
Weaknesses-
 Business is not easily founded in the rural areas of UK.
 Employees are not well knowledgeable regarding the features and qualities of Magic
Fruit Juice (Luther, 2011).
 Retailers fears to keep it in their stores as it lacks awareness.
 Business lacks in advertising the product to wide range of consumers (Andersen, 2001).
Opportunities-
 Atlantic Quench possess the opportunity to target consumers who are seeking an
alternative options regarding high sugar content which is essential in most of the fruit
juice drinks (Harris, 2002).
 Business also possess the opportunity for the growth in the sale of the drinks made such
as fresh pressed juices and smoothies in order to enhance the market share.
 Also, business focuses on targeting health focused consumers so that sales can be
increased of business (Mason, 2007).
 Now-a-days people are highly shifting towards healthy standard of living.
 Arising in various types of diseases through consuming cold drinks, business focused on
demand of fruits and other healthy products (Nicholas and et. al. 2003).
Threats-
 Business faces high competition in market as there are wide range of substitutes available
(Akaka, Vargo and Lusch, 2013).
 As the product is new in market it is unknown to varied consumers.
 Business focuses on only local region and does not sell the product globally.

 Atlantic Quench Cranberries is required to sell the product at competitive rates and thus
gain losses (Aras and Crowther, 2012).
Ansoff Matrix
This is another most important model used by Atlantic Quench Cranberries packages for its
new product launch Fruit magic juice. Through this product launch, company can easily attract
its target customers towards its existing as well as new markets. This model provides strategic
direction to company by presenting its four alternative growth strategies. It helps in determining
appropriate and valid strategies for the firm through which they can compete with the existing
brands as well. There are basically four stages of Ansoff growth matrix i.e.
 Market penetration: This growth strategy is determines as a least risky growth strategy
as company is maintaining its growth in their current market segments by aiming to
increasing its market share. It helps the company in increasing their market share within
its existing market segment (Craig and Campbell, 2012).
 Product development: This is another growth stage of which involves new product for
their existing market. In this way, it can be determine that this strategy has been adopted
by Atlantic Quench Cranberries packages to find out new customers within their existing
markets. For this, they have launched launch Fruit magic juice in the market. With the
help of this, they can meet out the needs of customers and outperform all their products
of competitors (Importance of strategic marketing planning. 2015).
 Market development: This is another strategy which is highly focused with entailing new
markets for its existing products. With the help of further segmentation of markets
company can easily identify its new group of customers (Foxall, 2014).
 Diversification: It is the last and another most important strategy under which companies
can move its new products into new markets at the same time. Under this strategy firm
grow by diversifying into new businesses (Chen and Lai, 2010).
From the above description it can be stated that Atlantic Quench Cranberries packages
entails the product development strategy which strengthen their competitive advantage by

attracting more number of customers. This is the best way through which they can influence their
strengths by developing a new product targeted to its existing customers (Boudreax and Emerick,
2014).
CONCLUSION
At the end of the study, it can be conferred that developing marketing plan helps in
defining the business objectives in order to attain organizational goals. Here, Atlantic Quench
Cranberries produces new product i.e. Magic Fruit Juice in market to attract health related
consumers and provide them best health drink to satisfy their needs. Moreover, business focuses
on segmenting the customers on the basis of age and targeting young people among the age
group of 15-30 and prioritizing them fresh and healthy juice to consume. Also, SWOT analysis
has been carried out that helps business to determine the opportunities and convert them into
strengths so that high market share can be attained.

REFERENCES
Books and Journals
Akaka, M. A., Vargo, S. L. and Lusch, R. F., 2013. The complexity of context: A service
ecosystems approach for international marketing. Journal of Marketing Research. 21(4).
pp. 55-90
Alon, I., Jaffe, E. and Vianelli, D., 2012. Global Marketing: Contemporary Theory, Practice,
and Cases. McGraw-Hill Higher Education.
Andersen, H. P., 2001. Relationship development and marketing communication: an integrative
model. Journal of Business & Industrial Marketing. 16(3). pp.167 – 183.
Aras, G. and Crowther, D., 2012. Business Strategy and Sustainability. Emerald Group
Publishing.
Boudreax C. and Emerick, 2014. The Most Powerful Brand On Earth: How to Transform Teams,
Empower Employees, Integrate Partners and Mobilize Customers to Beat the
Competition in Digital and Social Media. Prentice Hall
Chablo, E., 2001. The Importance of Marketing Data Intelligence in Delivering Successful CRM.
Customer Relationship Management. 2(5). pp.57-70.
Chen, S. M. and Lai, C. G., 2010. Distribution systems, loyalty and performance. International
Journal of Retail & Distribution Management, 38(9), pp.698 – 718.
Coaching, S., 2013. 7 Steps to an Integrated & Implementable Marketing Plan. Speedy
Publishing LLC.
Cohen, W. A., 2005. The marketing plan. John Wiley & Sons.
Craig, T, and Campbell, D., 2012. Organisations and the Business Environment. 2nd ed.
Routledge.
Dalgic, T., 2006. Handbook of Niche Marketing: Principles and Practice. Psychology Press.
Daniel, E., Wilson, H. and McDonals, M., 2003. Towards a map of marketing information
systems: an inductive study. European Journal of Marketing. 37(5/6). pp.821-847.
Dent, J., 2011. Distribution Channels: Understanding and Managing Channels to Market.
Kogan Page Publishers.
Dickson, P. and Ginter, J., 2007. Market Segmentation, Product Differentiation, and Marketing
Strategy. Journal of Marketing. 51(2). pp.1-10.
Donovan, R and Henley, N., 2004. SOCIAL MARKETING: PRINCIPLES AND PRACTICE.
SMQ Principles. 10(1). pp.31-34.
Ferrell, O. and et. al., 2012. Marketing Principles. Cengage Learning.
Fiqueiredo, J, and Petkova, A., 2007. When Is a New Thing a God Thuing? Technological
Change, Product Form Design, and Perceptions of Value for Product innovation.
Organization Science. 18(2).pp. 217-232.

Foxall, G., 2014. Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.
Frank, J., 2011. Advertising. Pearson Education India.
Geyer, R, Van, W, and Atasu, A., 2007. The Economics of Remanufacturing under Limited
Component Durability and Finite Product Life Cycles. Management Science. 53(1).pp. 88-
100.
Harris, P., 2002. Marketing Plans: How to Prepare Them, How to Use Them. European Business
Review. 14(3). pp.230 – 230.
Levens, M. R., 2013. Marketing: Defined, Explained, Applied. Harlow: Pearson.
Luther, W., 2011. The Marketing Plan: How to Prepare and Implement it. AMACOM Div
American Mgmt Assn.
Mason, R. B. 2007. The external environment’s effect on management and strategy: A
complexity theory approach. Emerald Group Publishing Limited. 45(1). pp.10-28.
Nicholas and et. al. 2003. Strategic marketing planning: Agrounded investigation. European Journal
of Marketing. 37(3/4). pp.430.
Online
Importance of strategic marketing planning. 2015. [Online]. Available through:
<http://aprofitmaker.com/importance-of-strategic-marketing-planning/>. [Accessed on
26th
January 2016].

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