creating a marketing proposal
INTRODUCTION
In this assignment I am going to find out more information about Rubicon's mouth-watering exotic juice drinks. Two ex-employees of a major international soft drinks company introduced by Rubicon in 1982. They got together & decided to start company specialising in Exotic Tropical Drinks. The love affair with exotic fruits started in one of the founder's kitchen, which was also used as a lab, and that is where the first product was born. They named it 'Passionate' - a sparkling Passion fruit drink.
Passionate was a huge success when it was launched in the market. There was little marketing support at launch & the success was solely due to the authentic & premium taste. The reason why they call their company as Rubicon is that Rubicon is the name of a river and The mythological meaning of Rubicon comes from the Roman era, when a senate told Caesar that his boundary to the empire should be restricted to the river Rubicon; however, Caesar ventured past the river against instructions and ended up with a large Roman empire. He was adventurous & daring much like our founders. And now is continuing its success of they developed the second product, Sparkling Mango Crush. And today they have a delicious range of exotic fruit drinks, not only Passion fruit but there is a wide range of flavours available in Rubicon's product: Mango, Guava, Lychee, Guanabana and etc. In fact Rubicon is leading the market in single flavour exotic juice drinks in the UK.
All Rubicon drinks taste more like the real fruit than any other drink. Rubicon drinks are created to produce the best taste and mouth feel for the consumer's overall enjoyment. The recipes include water to gain the correct consistency for the perfect drink and sugar is added to regain the perfect sweetness level of the original fruit. (If this pulp were left as it is, then we would have to eat it with a spoon). Rubicon drinks aim to replicate a near perfect fluid version of the named exotic fruit and have the same number of calories as a 100% juice. Rubicon's USP (Unique Selling Point) are the drinks that taste like the real fruit, dinks that are strong, full-bodied, with a wonderful, satisfying mouth-feel, drinks that have an original and authentic taste is that the Rubicon does not anglicise its flavours and drinks that are recognisable exotic single-fruit juice drinks; they are not blended with commodity fruits.
Rubicon's target group is the primarily consists of the ethnic market of all ages, as well as the mainstream market ranging for young adults, families, students and children of varying ages. Rubicon's competitors are all other major brands in the soft drinks market, ranging from juices, juice drinks, smoothes, and shakes and also own label brands (such as Wait rose own label single and blended exotic juice drinks). They prime competitors in the juice market consist of Tropicana, Del Monte, Ocean Spray, Welch's. The type of market research that they conduct depends on various factors, e.g. objectives is that they want a number of people to sample, time, and budget it, whether it needs to be quantitative or qualitative, etc. Quantitatively, they continually monitor their position in the market place against competitive products. Qualitatively, one of they last pieces of market research was to carry out a Usage and Attitude Study, amongst a fair cross section of the public, both users and non-users of the brand, to ascertain their perceptions and views on Rubicon. They always enjoy supporting a range of exciting events and organisations. In 2004 they are worked in association with Channel 4 (Bollywood star), KISS 100 FM (drive time show), Notting hill Carnival and style in bars.
TASK: 1: MARKETING
We Are launching a new product called Rubicon's Peach and Passion fruit Sparkling twist, the reasons and special things about this product is that we are launching is a sparkling drinks and the drinks taste like the real fruit, dinks that are strong, full-bodied, with a wonderful, satisfying mouth-feel, drinks that have an original and authentic taste is that the Rubicon does not anglicise its flavours and drinks that are recognisable twist single-fruit juice drinks; they are not blended with commodity fruits.
An overview of the marketing process
Marketing is the part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. In popular usage it is defined as the distribution and sale of goods, distribution being understood in a broader sense than the technical economic one. Marketing includes the activities of all those engaged in the transfer of goods from producer to consumer not only those who buy and sell directly, wholesale and retail, but also those who develop, warehouse, transport, insure, finance, or promote the product, or otherwise have a hand in the process of transfer. In a modern capitalist economy, where nearly all production is intended for a market, such activities are just as important as the manufacture of the goods
MARKETING OBJECTIVES
The marketing objectives are the goals that a business attempts to achieve through its marketing activities. The reason why the set the marketing objectives is the marketing is just one of the functions that make up a business's activities. Marketing decisions should complement decisions taken in other functional areas of the business and help the business to achieve its overall objectives.
Marketing and corporate objectives
In the business our aims are:
* To attract a new customer to our product
* To understanding customers needs
* Aware of new products
* Improve market shares
* Increase customer base
To attract a new customer to our product - attract new customers is a common objective in business. There are many ways to attract new customers to your business, by Advertising the product the people getting to know about your new existing, if people don't know where you are and what you do, they can't buy from you. Advertising greatly increases your chances of success. Make the customer feel comfortable with your product or service. Provide an environment that they will feel safe in. Make them feel good about spending their money. Don't scare the customer. Be nice to the customers and wear smart clothe so the customers feel welcome, Businessmen wear suits. Policemen carry guns. You are reading this article because we look the part. We effectively display our ability to attract new customers. So from this Rubicon's new product (passion fruit and peach sparkling twist) need to attract its new customers from doing all the things that included in the first place.
To understanding customers needs - it is vital for all businesses, small and large, service or manufacturing, to know their customers' needs ad fully as possible. A well-manages business finds out what customers want and attempts to supply goods and services that meet these needs. It is also important for the business to be able to anticipate trends and developments, which could influence customers' buying habits in the future. For our new product we have used focus groups analysis as well as asked our target audience to taste the new products that we are developing. This provided considerable feedback and helped us to ensure that our products would meet with customers' approval
Aware of new products - for Rubicon's new product the business needs to reach potential customers if it is to generate sales. An important marketing objective, therefore, for any new firm is to raise consumers' awareness of the business and its products. This may be done through advertising, by giving away free samples and by attempting to get televisions or newspaper coverage of the new business. Well-established companies may equally seek to raise the profile of their business and their existing products and brands. Some businesses, for example, Rubicon can use its strength of the existing brand names to develop and market our new products.
To increase customer base - to increase the customer base, Rubicon Company needs to keep its current customers (customer retention) and to gain new ones (customer acquisition.) Ideally, Customer retention is achieved through customer loyalty based on customer satisfaction. Customer retention may be achieved without customer loyalty when access to a product is restricted, supply of product is restricted, value chain interfaces are controlled, and product interfaces are controlled. Customer retentions reap maximal benefits when based on true customer satisfaction and loyalty. Otherwise, customer retention may be falsely interpreted as loyalty although customers will switch vendor immediately once control factors change. The potential to acquire new customers depends on the size of the market, the company's and competitors' brand images, closeness of fit between current and new target markets and product, marketing and sales strategies in place, and implementation skills of the marketing and sales strategies. So for Rubicon's new product we have to develop a brand image and increase the size of the market.
Improve market shares - Increasing market share is one of the most common objectives used in business. Market share is the percentage or proportion of the total sales in a market achieved by one business. Unless the overall market is growing significantly, a business can only increase its market shares that the expense of its competitors. Setting an improvement in market share as a marketing objective therefore, that a business aims to out perform its competitors, this is a very aggressive marketing objective and is likely to provoke a response form rival businesses. Competitors might decide to reduce their prices or to launch major advertising campaigns to hold on to share of the market. Improving market share is a difficult marketing objective to achieve. It is likely to require significant spending on marketing activities such as advertising, special offers and price cuts. The main advantage of using market share is that it abstracts from industry wide macro environmental variables such as the state of the economy, or changes in tax policy.
FUNCIONAL AREAS OF A BUSINESS
WHAT ARE 'FUNCTIONAL AREAS`?
Most businesses consist of a number of different departments, each of which has a specific job or task to do - these are called 'functions'.
ROLE THEY PLAY WITHIN THE BUSINESS AND HOW THEY RELATED TO EACH OTHER
MARKETING
The marketing department try to find out what customers want from the business in terms of the goods and services they provide. They use this information to develop strategies to ensure that the business can meet the needs of customers but at the same time make a profit or at least cover their costs if they are a public sector organisation. So I need to understand that the small to large sized business, carry out complex business activities.
The business that I have chosen was involves with whole range of activities, including new products, packaging and promoting the products, and setting the price. The purpose of marketing is to match the abilities and strength of the firm to the needs of the market. The business deals with marketing to support their role in identifying and anticipating customer needs market involves and there are four different roles of marketing in the business there are:
Market analysis- this dials in supporting the examinations of the market conditions and to help identify new opportunities and outcomes of the market.
Market research- supports to gather and analyse information to make better marketing decisions from primary and secondary resources. Market research discovers the demands for the customers are prepared to pay for the market.
Marketing strategy- supporting to develop a plan detailing how and where to compete a product.
Marketing mix- which covers the decisions all business have to make regarding selling prices which the consumers will pay, how the product and where the product is sold and promoted, the image of the product and the precise nature of the product itself.
Dealing with customer service
A business need to deal with customer service by Providing a good customer services to the customers who are external and internal and giving help, information to them on any matters calming in product or money, Being aware of internal customers who receive service within in the company or organisations and Being aware of external customers who shops daily in a day or service provided outside the organisation
Links with other departments
Marketing has a links with other departments within the business.
Customer service:-Marketing some times deals with customer's complaints
Production:-The marketing department discovers the needs of the customers and advises the production function accordingly.
Administration: - Marketing has more links with the administration, if the business had effect of its advertisements or if customer's complaints than administration department have to put into its records
Finance: - Finance department has to make sure that advertisement carried out within agreed costs.
PRODUCTION
The job of this area depends on whether the business produces a good or a service. If it is good, then someone has to make it. To do that you need equipment, materials and good planning to make sure everything gets done properly. You also need to make sure that what is produced meets the quality standards that customers expect. If the business produces a service then, again, it has to be planned, monitored, organised and delivered. The production/operations department carries out these tasks.
Job production
This production is for to make a single product.
Every item made will be different, to meet the customer's individual and specific requirements, for example wedding or birthday cake.
It needs an individual recipe and method.
It will probably require specialised skills from experienced workers.
It takes more time and is more labour-intensive than other production methods.
It makes for a high quality product, but normally at a high cost.
Batch production
This is for making a specific quantity of a product on a large or small scale.
Batches can be repeated as many times as required.
The machinery and labour used need to be flexible, so they can quickly change from making one batch to making another batch of a similar product.
The time between batches, when machines have to be cleaned or changed around, is called down time. This is unproductive and needs to be kept as short as possible so the manufacturer doesn't lose money.
Mass/Flow production
Mass production is the name given to the method of producing goods in large quantities at low cost per unit. But mass production, although allowing lower prices, does not have to mean low-quality production. Instead, mass-produced goods are standardized by means of precision-manufactured, interchangeable parts. The mass production process itself is characterized by mechanization to achieve high volume, elaborate ...
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The time between batches, when machines have to be cleaned or changed around, is called down time. This is unproductive and needs to be kept as short as possible so the manufacturer doesn't lose money.
Mass/Flow production
Mass production is the name given to the method of producing goods in large quantities at low cost per unit. But mass production, although allowing lower prices, does not have to mean low-quality production. Instead, mass-produced goods are standardized by means of precision-manufactured, interchangeable parts. The mass production process itself is characterized by mechanization to achieve high volume, elaborate organization of materials flow through various stages of manufacturing, careful supervision of quality standards, and minute division of labour. To make it worthwhile, mass production requires mass consumption. Until relatively recent times the only large-scale demand for standardized, uniform products came from military organizations. The major experiments that eventually led to mass production were first performed under the aegis of the military.
* This involves non-stop, uninterrupted production.
* It's used for products that are sold regularly and in large numbers for example baked beans.
* The specialised equipment required is very expensive, so it would cost to muck to turn it off. It has to keep running and procuring continuously (24hrs/day).
* If anything goes wrong, it can take time to get it going again - and time means money.
Links with other departments
Finance: -The finance department has to make sure that production is carried out within agreed costs. Analysing profits from the individual product lines.
Marketing: -Marketing provide information about what customers actually want, from using results of market research to influence products and their design and providing costs information to help in pricing decisions for doing market research.
Research and developments:-Testing new products on sample of customers and feedback opinions to make the final product is acceptable to consumers.
Human resources: -Human resource department need to give a special training to make new products and need to deal with working hours for example sometime the production department have to produce more product than the human resources have to put more employers or need to change the employers working hours (overtime) and this may be links with administration to put into its records, also in marketing if they need more employees then they might have to advertise.
HUMAN RESOURCES
The human resources department is responsible for all aspects of managing the people who work in a business. A business's human resources are all the people that work for the organisation, including offices staff, operational and shop floor employees, and managers. A well manages business seeks to employ the minimum number of employees necessary to provide goods and services at an appropriate level of quality. Goods and services at an appropriate level of quality this helps to control costs and can boost profits. This department will do the following:
Organise hiring employees (recruitment)
Set up policies for making sure employees know the rules of the business and what is expected of them
* Deal with employees who may not stick to these rules
* Help with the training needs of staff
* Monitor the working conditions for employees
* Discuss important issues with representatives of the workforce
* Ensure that health and safety considerations are enforced
Links with other departments
HUMAN RESOURCES Marketing if they need more employees
HUMAN RESOURCES Administration department have to put into records if there any changes in human resources for example if they have increased employers or changed in working weeks.
HUMAN RESOURCES Finance has to deal with paying salaries for employers
CUSTOMER SERVICES
The customer services function is responsible for dealing with customer queries, complaints, solving problems and offering advice and support. This is important because without customers a business would not survive!
Links with other departments
Administration: - Administration Have to put records about customers' complaints
RESEARCH AND DEVELOPMENT
The research and development department (often just referred to as R&D) spend time finding out how to develop new products that consumers might want. They also look at how existing products can be improved in response to changing customer needs and new technology. This function is important to keep ahead of competition. And research and development as part of functional are has a supporting role for designing new products that can be to introduce to potential consumers. In this stage, the basic ideas is developed and tested. Before launching the product, this functional area modifies whether product is ready to be produced for the customers.
Links with other departments
FINANCE
The finance and accounts department looks after all the money in the business. Money comes in from:
* Sales to customers (revenue) for private sector businesses
* Money from government for public sector organisations
* Money goes out to:
* Equipment
* Raw Materials
* Wages
* Insurance
* Taxes
All these ins and outs must be recorded. This is what Accounts do. Accounts are a record of all the money going in and out of a business. These records give information to managers. With this information managers can make plans for the future.
Finance this plays a supporting marketing activity in a functional area when dealing with monitoring and improving of the business, finance involves:
* Budget- this is financial to support promotional activity of the business and helps the business achieve its objectives for future plan looking at revenue from sales and expected costs over some time period.
* Balance sheet is important because its one of the principal statements comprising a set of accounts, showing the financial state of affairs of an organisation on the given date and it shows that what a business owns. This helps the business to assess the strength. By studying how much the company owns and comparing it with how much it owes, it supports the functional area of finance by establishing an idea of what the business is worth
* Cash flow receives is where the cash being receives and expended by the business, this is often analysed into its various components.
* Profit and loss account is an account showing the profits or losses made on the busyness activities with the deduction of the appropriate expenses, this is part of a supporting role in to finance allocates profit to measure success for people and institutions that buy shares in a company and hope to receive a shares of the business profits in the form of a dividend on their shareholding.
Links with other departments
Administration- Records of all the financial data
Human resources - have deal with salaries for employers
Marketing - checking the advertisement costs or if there is any increases
ADMINISTATION
The admin/IT department is an extremely important part of the business. They can be seen as the glue that binds together all the other departments. They carry out essential support to the whole business. Some of the tasks that the admin department might carry out are fairly routine like answering phone calls, filing information, photocopying documents, preparing letters and dealing with the mail - but their work ensures the whole business runs smoothly. For example, if you need a new piece of software for your computer someone has to order it, make sure there is a licence for its use, install it and make sure it runs properly! If you need a new pen - someone has had to make sure there are supplies available! That's the job of the admin staff.
Links with other departments
Administration is the most important one department in the functional areas within the business it keeps the records of the every function, which happens in the business.
MARKETING MIX
The marketing mix refers to the main variable comprising a firm's marketing strategy the four main elements of the mix are:
* Product (including the range of products, their design and pack sizes)
* Price (pricing methods and tactics)
* Promotion (advertising, sponsorship of sports and cultural events)
* Place (the way product is distributed to the consumer, the choice of retail outlets)
The elements are sometimes referred to as the 4 Ps. we will concentrate on the four main elements of the mix: product, price, promotion and place.
PRODUCT
This term product covers services (health care, for example) as well as goods, such as cars and houses. Many marketing managers believe that the product is the most important elements of the marketing mix.
A successful product needs a number of features. Its design must appeal to the consumer. The needs of the customer should have been identified through market research. I need to understand that my product is fulfil its function for which it was intended to keep consumers happy, therefore I will need aware of my new product peach and passion fruit sparkling twist and launching should need numbers of better features. I am ensuring that the design appeals to the consumer with better quality. My business needs to ensure of including features that appeal to customers, therefore I am ensuring offering products are:
* Fashionable: - customers should be delighted about the new product, how it's designed, needs to be attractive and should have a great impact towards all the age group.
* Safe: - I have to make sure that the new product will not harm the consumers.
* Reliable: - the new product should be reliable to use.
* Durable: - I need to ensure that the new product is stable and long lasting for consumers and also making sure that they are happy about the product.
* Convenient: - our customers should be happy to drink our product by its new tastes, and the way it packaged.
A business should consider offering a range of products to meet the needs of different consumers. Rubicon has varieties of different flavours for it customers. The product that Rubicon's make was an exotic juice. And the new product that we are launching is peach and passion fruit sparkling twist this flavour for the people who like sparkling drinks.
For example: The virgin group has been very successful at building its brand. Richards Branson's company has developed a range of product that are offered through the virgin brand, including are and rail travel, mobile phones, soft drinks, music and financial services. Launching a new product under a familiar brand name is less risky: consumers recognise the brand and may identify it with certain qualities such as being fashionable.
PRODUCT LIFECYLE
The stages through which individuals products develop over time is called commonly known as the "product life cycle". The product life cycle has four stages: introduction, growth, maturity and decline.
INTRODUCTION STAGE
At the introduction stage market size and growth is slight. It is possible that substantial research and development cost a have been incurred in getting the product to this stage. In addition, marketing costs may be high in order to test the market, undergo launch promotion and set up distribution channels. It is highly unlikely that companies will make profits on products at the introduction stage. Products at this stage have to be carefully monitored to ensure that they start to grow. Otherwise, the best option may be to withdraw or end the product.
GROWTH STAGE
The growth stage is characterised by rapid growth in sales and profits. Profits arise due to an increase in output and possible better prices. At this stage, it is cheaper for businesses to invest in increasing their market share as well as enjoying the overall growth of the market. Accordingly, significant promotional resources are traditionally invested in products that are firmly in the growth stage.
MATURITY STAGE
The maturity, during this stage sales level off and the product should be profitable. Is, perhaps, the most common stage for all markets? It is in this stage that competition is most intense as companies fight to maintain their market shares. Here, both marketing and finance become key activities. Marketing spend has to be monitored carefully, since any significant moves are likely to be copied by competitors, the maturity stage it's the time when most profits is earned bye the market as a whole. Any expenditure on research and development is likely to be restricted to product modification and improvement and perhaps to improve productions efficiency and quality.
DECLINE STAGE
In the decline stage, the market is shrinking, reducing the overall amount of profit that can by shared amongst the remaining competitor. At this stage, great care has to be taken to manage the product carefully. It may be possible to take out some production cost, to transfer productions to a cheaper facility, sell the product into other, cheaper markets. Care should be taking to control the amount of stocks of the product. Ultimately, depending on whether the product remains profitable, a company may decide to end the product.
PRICE
Price needs to be relevant to the product/service and the market. For example, BIC the manufacturer of razors, pens and lighters seeks to provide the world's markets with products at affordable prices. A firm's pricing decision is often aimed at attracting a particular market segment. For example, if it wants to sell at the top end of the market it will charge a high price, at the bottom a low price, and so on. There are a number of popular pricing techniques to choose from: Cost-plus pricing. A common way to make pricing decisions is to calculate how much it costs to do a particular job or activity, and then add on a given percentage as a return for the job or activity. This is sometimes known as mark-up. For example, a business may decide that it will cost £100 to do a small repair job on a car, including parts, labour, use of premises, equipment, etc.
The business works on the basis of making a return of 20% on all the work that it does. It therefore charges the customer £120. Price Skimming Where Penetration Pricing keeps the pricing below the real market price; price skimming raises the price artificially to enable it to quickly recoup costs and for immediate profit. This type of pricing structure works very well for products that are in demand or where there are few competitors - electronic equipment for example. Caution has to be used when employing this strategy as competitors may well take advantage of these high prices and enter the market quickly with a realistic price thus stealing the market. Again this type of pricing strategy might be used when the product is in its growth stage in the product life cycle as demand is high and sales are high. Penetration pricing, when a firm brings out a new product into a new or existing market, it may feel that it needs to make a lot of sales very quickly in order to establish itself and to make it possible to produce larger quantities. It may therefore start off by offering the product at quite a low price. When market penetration has been achieved, prices can be raised.
So for new product, the price has to be reliable to the consumers and it is important for income, therefore when I involve in price, I need to supply a product at a price that consumers will pay, by charging low prices in comparison to my competitors like Ocean Spray, Del Monte or Tropicana, I need to have price penetration so the business will at least aim to increase sales and perhaps win greater market shares but on the other had if I keep price skimming I need to be are that my competitors an enter the market quite quickly with lower prices and win larger amount of market shares. For Rubicon's new product peach and passion fruit sparkling twist I have done a market research by doing questionnaires to find out what the price that consumers will pay and from the questionnaire I have decided to seal the new product for between 39p to 49 p.
PROMOTION
I have to make sure that promotion is important and is a specially designed to make the consumers be aware of the product and customers need know that the product actually exists in the market. The ultimate aim is to persuade the consumers to buy the product so therefore I will show this by advertising the new product peach and passion fruit sparkling twist in Sony TV, and will increase the consumer's awareness and will purchase their decisions.
Promotion is a series of marketing activities designed to make consumers aware of products. The ultimate air, of course, is to persuade them to buy those products. Promotion is an important part of the marketing mix and businesses can use a variety of different types of promotion.
Advertising
Advertising is a means by which businesses pay for communication with actual and potential customers through newspapers, television, radio, the Internet and other media. It can be expensive but advertising is often highly successful in influencing consumers' purchasing decisions. Advertising can be informative, by setting out to increase consumer awareness of a product.
Branding
A brand is a sign, symbol, design or name used to distinguish a product or business from its competitors. Many businesses, and especially larger ones, attempt to create a strong image for a product, group of products or the entire business by developing a recognisable brand. Creating a successful brand can help boost sales and profits by encouraging customers to make repeat purchases. This is brand loyalty.
Public relations
Public relations are activated carried out by businesses with the intention of improving their standing in the eyes of consumers and other interested groups. Modern businesses seek positive publicity and larger organisations have their own public relations departments. Businesses may engage in a variety of public relations exercises.
Making donations to charities
Sponsoring sporting and cultural activities- for example Rubicon sponsors bollywood star, kiss 100 FM and Notting hill carnival
Allowing visits to the business by members of the public - for example many car manufacturers allow the public to visit their factories.
Public relations can be a very expensive form of promotion and it can be difficult for businesses to assess the effect of public relations on sales. The Rubicon's promotions are with Channel 4 (Bollywood star), KISS 100 FM (drive time show), and Notting hill Carnival and style in bars.
PLACE
Place is the 4th term for distribution, it covers the range of activities necessary to ensure that good and services are available to customers in taking a range of decisions.
Traditional
Producer Wholesaler Retailer Customer
Modern
Producer Retailer Customer
Direct or e-tiling
Producer Customer
Distribution channel
Distribution channels are the key to this area. A business needs to consider the most cost-effective way of getting its products and service to the final customers. It needs to consider whether it has the ability to supply large numbers of retailers or final customers with relatively small quantities of its products. It needs to look at the implications for its profit margins of each means of distribution. The growth in use of the Internet has encouraged even small businesses to sell products directly to consumers. It allows businesses to use websites to sell their products to what can be a global market. This can be a highly cost-effective means of reaching a wide target audience, but is no suitable for all businesses and all products.
The places that Rubicon's sells its products are Wait rose, Tesco and Asda, offer most of our range of exotic soft drinks in the still and sparkling range. Sainsbury's, Safeway, Summerfield and Budgens stock a limited selection. Independent traders and convenience stores in various areas should stock our products. And Rubicon's does not have any specific names, and they do not supply direct to the small corner shops, mainly supplies to larger retailers and Cash & Carry's.
Understanding my competitors
To keep my product stand out, we need to make sure that we are ahead of my competitors and shows that have an understanding of our competitors. Our competitors are in Tropicana, Del Monte, Ocean Spray, and Welch's. We will use knowledge to create marketing strategies that tells advantages of my competitors' weaknesses, and learn ways to improve our own business performance.
Tropicana, Del Monte, Ocean Spray, Welch's is our competitors, which we have investigated about their business strategy and company. Searching throughout our competitor's product and that gives me clues on how their product has developed as a internal and external part of the market.
TASK 2: PRESENTATION
For assessment two in UNIT: 1, we have talked about the marketing proposal for our new product and for this task we have done the presentation on 08th of December, 2005 this presentation only took approximately 10 to12 minutes, in 11minutes three people in our group have talk about their task which have given to them. For this task we have put in a group presentation so there are 3 peoples in our groups those are Thanushiya, Himesh and Ricken and we have worked hard to do this presentation and also we have done lots of research to design our new product. And have prepared well in a marketing proposal by showing visual aids clearly and our new product. Finally we have showed our understanding of marketing proposal and used appropriate business terminology
For the presentation Himesh did the four P's: place, promotion, price and product for our new product. Ricken have done the introducing the topic, which is marketing proposal and brief background about the Rubicon's company. Finally I have done the marketing objectives and conclusion for our presentation also to engage our audience we have done some visual aids to show, there are three visual aids we have showed to our audience and designed each other in the group, I have done the marketing objective's flow chart and information sheet about our current competitors, Himesh have done the four P's and Ricken have designed our actual new product.
I have worked hard to do this with my group. When I was conducting my part of presentation I have used stopwatch to time myself and it took approximately 4 minutes to allocate to the various phrases on my speech. On the day that teacher have told us to do the presentation we have did at first, when we start doing our presentation I was not nerves at the begin of our presentation but by the time when I was talking about my task I was very nerves and I have read my notes quickly, after the presentation I think I had a good eye contact and I have included all the task which we have to talk about in the presentation and after our presentation our teacher have questioned all of us and for my part of the question I have answered and I think I have answered correctly to that question. So from this presentation I have learned to speak front of the class, if we have a chance to do another presentation than I think I will do better presentation than this. I'm so confident about my self that I have done good presentation after 7 hours of prepare in our lessons to do this.
This is my speech about the marketing objectives that I have discussed in my part of presentation
* First I have Introduce my self to the audiences and the topic that I am going to talk in my part of the presentation
* Secondly I have when through my part of the presentation, what is marketing objectives and understanding my competitors
* Thirdly I have did the conclusion about
Our aims in the business are:
* To attract a new customers to our product
* To understanding customers needs
* Improve market shares
* Increase customer base
* Aware of new products
To attract a new customers to our product
Attracting new customers to our product is a common objective in business. There are many ways to attract new customers to your business, by Advertising the product the people getting to know about our new existing product, if people don't know where you are and what you do, they can't buy it from you. Advertising greatly increases your chances of success. Make the customer feel comfortable with your product or service and also make them feel good about spending their money.
To understanding customers needs
As we know understanding customer's needs is very important for all kind of businesses, small and large, service or manufacturing, For meets these needs we have to find out what customers want and attempts to supply goods and services that meet these needs. It is also important for the business to be able to anticipate trends and developments, which could influence customers' buying habits in the future.
Increase market shares
Increasing market share is one of the most common objectives used in business. Unless the overall market is growing significantly, a business can only increase its market shares that the expense of its competitors. Setting an improvement in market share as a marketing objective means. Therefore improving market shares is very difficult marketing objectives to achieve.
Increase customer base
Customer retention is achieved through customer loyalty based on customer satisfaction. The potential to acquire new customers depends on the size of the market, the company's and competitors' brand images, closeness of fit between current and new target markets and product.
Aware of new product
Aware of new product the business needs to reach potential customers if it is to generate sales. An important marketing objective, therefore, this may be done through advertising, by giving away free samples and by attempting to get televisions or newspaper coverage of the new business.
Understanding my competitors
To understanding my competitors I need to keep my product stand out, I have to make sure that I am ahead of my competitors and show that I have an understanding of my competitors. All our competitors are the entire major brand in the soft drinks market, ranging from juices, juice drinks, smoothes, shakes and also own label Our prime competitors in the juice market consist of Tropicana, Del Monte, Ocean spray, Welch's.
Conclusion
We have come to the conclusion that our marketing proposal is a very important part within the business, especially for a new product or revamping on old product. The 4p's and the marketing objectives are very important in marketing. It helps to decide how the new product is going to meet the customers. This brings our presentation to an end we hope you enjoyed.
Visual aids
This is the design for our new product.
TASK: 3: MARKET RESEARCH
Our aim in market research is to find out what customers want, to identify target market which is most products are only likely to be purchased by particular groups of customers: the market of young working class males, for example, is very different to middle - aged, wealthy couples. Market research can assist a firm in identifying which segments of the market are most likely to buy its products. And to get information that may be useful to the firm when marketing new products. By gathering information, the firm should be able to make better decisions about what to do next. Market research can be used to help firms in a number of different situations: When considering the launch of new products a firm may want to know the size of the market. If a firm is changing the brand name of a product, it may want to find out how customers might respond. Information on customers' reactions to different product prices may be invaluable. Researching consumers' views on an advertisement before launching can help to make sure that the `right' advertisements are used.
There are two types of market research; primary and secondary. Primary research involves gathering information for the first time. Secondary research uses information already gathered. If you were thinking of launching a new type of shampoo and gave it to a group of people to try first, this would be primary research. If you read some information about the shampoo market in a newspaper, this would be secondary data. Primary research is also called field research; secondary research is also called desk research.
PRIMARY: MARKET RESEARCH
* Methods that we have chosen are questionnaire, testing, interview, observation, focus group, experiment and testing.
* Research was a questionnaire that is open and quantitative was closed question.
We have under taken the primary research. Our first research was preliminary market research: Sainsbury's and it's a table (PRIMARY: MARKET RESEARCH) which showing seven different products which include: company name, brand, name, quantity, packaging, price, slogan, logo, colouring and design. Our secondly research was (QUESTIONNAIRE) and from the results we have done tally, graphs and analysis. And them we have chose focus group interview to get more information, for focus group interview we have asked five questions.
First draft QUESTIONNAIRE
) Gender
Please tick (?)
[ ] Male [ ] Female
2) Age Group:
Please tick (?)
[ ] Under 16 [ ] 16-24 [ ] 25-34 [ ] 35+
3) What ethnic group are you?
Please tick (?)
[ ] White [ ] black [ ] Asian [ ] mixed
4) Have you brought a Rubicon before?
Please tick (?)
[ ] Yes [ ] No
If Yes, which one and why? ________________________________________________________
5) What types of drinks you normally buy?
Please tick (?)
[ ] still drinks [ ] fizzy drinks [ ] fruit juices [ ] tropical juice
[ ] exotic juice
6) Where do you buy your soft drinks from?
Please tick (?)
[ ] Supermarket [ ] Cash & Carry [ ] Corner shops [ ] Convenient Stores
[ ] Off-licence
Second draft QUESTIONNAIRE
) Gender
Please tick (?)
[ ] Male [ ] Female
2) Age Group:
Please tick (?)
[ ] Under 16 [ ] 16-24 [ ] 25-34 [ ] 35+
3) Have you brought a Rubicon product in the past?
Please tick (?)
[ ] Yes [ ] No
If Yes, which one and why? ________________________________________________________
4) Do you prefer:
Please tick (?)
[ ] Canned Drinks [ ] Carton Drinks [ ] Glass Bottled Drinks [ ] Plastic Bottled drinks
5) Where do you buy your soft drinks from?
Please tick (?)
[ ] Supermarket [ ] Cash & Carry [ ] Corner shops [ ] Convenient Stores
[ ] Off-licence
6) How much would you be willing to pay for this new product?
Please tick (?)
[ ] 29-38p [ ] 39-48p [ ] 49-58p [ ] Over 59p
Final draft QUESTIONNAIRE
) Gender
Please tick (?)
[ ] Male [ ] Female
2) Age Group:
Please tick (?)
[ ] Under 16 [ ] 16-24 [ ] 25-34 [ ] 35+
3) Do you drink the following?
Yes
No
Still drinks
Fizzy drinks
Fruit juices
Tropical juice
Exotic juice
If other please specify___________________________________________
4) Have you brought a Rubicon product in the past?
Please tick (?)
[ ] Yes [ ] No
If Yes, which one and why? ________________________________________________________
5) Do you prefer:
Please tick (?)
[ ] Canned Drinks [ ] Carton Drinks [ ] Glass Bottled Drinks [ ] Plastic Bottled Drinks
6) What would you prefer?
Please tick (?)
[ ] drinks with sugar [ ] sugar-free drinks
7) Where do you buy your soft drinks from?
Please tick (?)
[ ] Supermarket [ ] Cash & Carry [ ] Corner shops [ ] Convenient Stores
[ ] Off-licence
8) What would make you buy our new product?
Please tick (?)
[ ] Promotion price [ ] Advertisement [ ] Good packaging [ ] Good taste
[ ] other please specify__________________________________
9) How much would you be willing to pay for this new product?
Please tick (?)
[ ] 29-38p [ ] 39-48p [ ] 49-58p [ ] Over 59p
0) Can you suggest anything that Rubicon can offer its customers?
1) What brand of drinks do you normally buy?
__________________________________________________________________________________
QUESTIONNAIRE TALLY
This is the questionnaire tally for our final questionnaire that we have gave to our customers to do it
Questions
Tally
Numbers
] Gender
Male
Female
22
28
2] Age group
Under 16
6-24
25-34
35+
09
25
07
09
3] Do you drink the following?
Still drinks
Fizzy drinks
Fruit juices
Tropical juice
Exotic juice
Water
Milkshake
YES NO
40 09
35 12 38 09
44 04
38 09
02
01
4] Have you brought a Rubicon product in the past?
Yes
No
33
7
5] Do you prefer:
Canned drinks
Carton drinks
Glass bottled drinks
Plastic bottled drinks
2
07
04
27
6] What would you prefer:
Drinks with sugar
Sugar-free drinks
29
21
7] Where do you buy your soft drinks from:
Supermarket
Cash & Carry
Corner shops
Convenient stores
Off-licence
35
6
28
5
21
8] What would make you buy our new product?
Promotion price
Advertisement
Good packaging
Good taste
27
5
2
38
9] How much would you be willing to pay for this new product?
29-38p
39-48p
49-58p
Over 59
0] Can you suggest anything that Rubicon can offer its customers?
Special offer
Range of flavours
Syrup
Price
Taste
Sugar free
1] What brand of drink do you normally buy?
Coca cola
Diet coke
Pepsi
Water
Fanta
Sun crest
Ribena
Sprite
7
25
06
02
5
0
2
06
05
2
27
2
2
2
2
QUESTIONNARE ANALYSES
Question 1:
A significant majority of the respondents that we asked were 22 male 28 were female; this shows that more females were asked far more than males.
Question 2:
We chose people at random. The majority of respondent that we asked were Under16 to 36+. From our research it shows that significantly our target groups were 16-24.
Question 3:
From our research, majority of respondent said they do drinks the following, smaller amount of respondents said they do not drink the followings and also two participants said they like to drink water and one said they like to drink milkshake.
Question 4:
Majority of the respondent said they have brought a Rubicon product in the past and a small amount of respondent said they have not. From our research it shows that most respondents were brought Rubicon's product in the past and the most popular flavours they bought was mango, passion fruit, guava and orange.
Question 5:
A significant majority of the respondent answered that 27 respondent out of 50 said that they really preferring it for the Plastic bottled drinks. 12 out of 50 respondents answered as they preferred it for canned drinks and the number of respondent answered for carton drinks is 7 out 50 respondents however 4 out of 50 respondents were said that they preferring it for Glass bottled drinks. This shows that most people preferring for plastic bottled drinks.
Question 6:
Our research shows that the majority of respondent like drinks with sugar. This is the result 29 respondents out of 50 like drinks with sugar and 21 respondents like sugar-free drinks.
Question 7:
The result shows that the majority of people that was questioned for our questionnaire bought their soft drinks from Super market with a total number of 35. Following close by Corner shop had 28 and Off License, which had 21. Very little people bought their soft drinks from Cash and Carry and Convenience Stores.
Question 8:
The results show that the majority of the people questioned would buy the product because of the taste of the product. The promotional price would be the second factor that would encourage people to buy the product. 15 people said they would buy the product through watching the adverts and 12 people said they would buy the product because of its packaging.
Question 10: Can you suggest anything that Rubicon can offer its customers?
In my questionnaire I have asked some people that what can Rubicon offer them and the customers had different suggestions but some suggestions where the same. For example the majority of people came up with; Rubicon should have special offer to its customers, and fifteen of them said that Rubicon should have special offers. Also ten people said that the company should have a more ranges of flavours. Prices are very important to every product as six people suggested in the questionnaire that the company should have a low price on their drinks. As well as having a good price range it is important to have a good tasting drink as people suggested on the questionnaire. One of the suggestion was that the drink should come in small plastic bottles for little children so that the children don't too much of a mess. One customer said that the company should make sugar free drinks for people that can't have sugar for health reasons. Rubicon should have more unusual substance that Rubicon can use to attract their customers such as having some kind of syrup to mix with water or milk and it taste nice so people buy more and Rubicon will make good profit.
Question 11: What brand of drink do you normally buy?
From our research it shows that the majority of respondents we asked said that they liked fizzy drinks. The leading brand that is most liked is Coca Cola with 27 respondents choosing the brand, following in second was Pepsi with 2 respondents, Fanta with 2 respondents, and then there were brands like KA, Ribena, 7up, and Sprite who all had 1 respondent choosing the brand name. There were small amount of respondents who liked tropical or exotic drinks like Tropic, Mango and Sun crest.
In conclusion, this questionnaire helps us to design our product in the way our customers and also from this questionnaire we can decide where and when our new product is going to launch and after launching our new product we hope that our customers will buy our new product.
FOCUS GROUP
FOCUS GROUP QUESTIONNAIRE
Advertising: Are you influenced by advertising, tell me how?
Why: What would encourage you to buy this new product?
Taste: Tell me what you think of the taste of this new product.
Quality: Tell me what you think about the quality of this new product.
Packaging: If you were to see these two products for the first time, which one would you find attractive/appealing and why?
FOCUS GROUP ANALYSIS
We are under token our focus group interview on 19th of October 2005. It token approximately 45 minutes. We asked four students who are unfamiliar with each other and they are middle age because we are aiming for middle age group participants. For our research we found out that the respondents that we asked were interested in tasting the new product, which is Passion fruit and peach sparkling twist. The analysis in detail and qualitative research far more detail
For our focus groups question, first we have asked about advertising and the majority of the respondent said they were really influenced by advertising because of the price, quality, healthy ingredients and offers. This shows that the people are interested in tasting the new product and also fewer of them said from advertising the product people get to know about it and generally positive and get to see the features and also the benefits from it.
Secondly we asked about what would encourage you to purchase this new product and the majority of the respondent said that its got good taste, impressed by colour, it has healthy ingredients, offer, low price, good quality fruity smells great, need more fizzy and its sweet. Finally the response was positive.
Thirdly we asked them about the taste, the majority of participants said they like the taste of our new product called passion fruit and peach sparkling twist. Significantly small number of respondents said the taste good, fruity and sweet
The forth question we asked was about the quality of our new product to the respondents and vast number of participants said the quality was excellent, good taste, smells good.
Finally we have asked about the packaging. Vast number of respondents said the packaging was good, more colourful, and more attractive, more eye-catching than popular competitors. Fruit drink because of pictures, Colours is attractive and appealing because of illustrations
From our research we can see that our participants are really like our taste, packaging, quality of new product: Passion fruit and Peach Sparkling twist. In my conclusion by our research we got some information what we need now and we should be able to make better decisions about what to do next by the time we launch our new product.
Overall, we have done the preliminary to find out what our competitors are done for their products and also we did questionnaire to find out what our customers like and what kinds of drinks they buys, etc and after doing both research we have done focus group interview to get more information by the time we did our focus group interview we gave our actual new product to taste and from doing that we have got the information what we are expected from our customers. Finally we think that our product will be success and we will improve our market shares and new customers.
BENEFITS OF QUALITATIVE RESEARCH
This qualitative research to do with the peoples reasons why they act in the way that they do, rather than asking them to tell you the facts of what they do. It is arguably a more subjective manner of research and more open. It may be that you want to write a dissertation on the usefulness of introducing Goddess imagery and language within the contemporary search but are not sure where to begin or what the issues such a project would raise in the minds of contemporary Anglicans or whatever denomination. Qualitative research is characterised by openness and subjectivity. Rather than being an outside researcher looking in, you are more likely to be involved with the people, or organization, or society under scrutiny - engaging perhaps in 'participant observation'.
* It Can be used to explore what factors are involved before defining your project more specifically;
* The aims are not pre-determined;
* Can be used to discuss motivations, feelings, thoughts - gain more views from individual respondents;
* Allows the respondents to use their own words;
* Can be used as a precursor to quantitative research.
* Give information on how groups of people think or feel about a particular topic
* Give greater insight into why certain opinions are held
* Help improve the planning and design of new programs
* Provide a means of evaluating existing programs
* Produce insights for developing strategies for outreach
SWOT ANALYSIS
A SWOT analysis stands for Strengths, Weaknesses, Opportunities, and Threats and is a simple and powerful way to analyze your company's present marketing situation. The best way to understand SWOT is to look at an actual example: AMT is a computer store in a medium-sized market in the United States. Lately it has suffered through a steady business decline caused mainly by increasing competition from larger office products stores with national brand names. The following is the SWOT analysis included in its marketing plan.
Strength: - Rubicon's "exotic juice drinks" and it added vitamins A, C & E. All Rubicon drinks taste more like the real fruit than any other drink. Rubicon drinks are created to produce the best taste and mouth feel for the consumer's overall enjoyment, its strong, full-bodied, with a wonderful, satisfying mouth-feel, Drinks that have a original and authentic taste; Rubicon does not anglicized its flavors and which you can recognizable exotic single-fruit juice drinks; they are not blended with commodity fruits
Weaknesses:- They didn't have enough customers accordingly compare to the amount of product that they making and it has the smaller market. And also Rubicon's Exotic drink did not made into the 100% juice. And another weakness for Rubicon was that it selling it products to a ethnic groups for example the location that you can buy the Rubicon's product is in the Ealing road in Wembley.
Opportunities: - Rubicon provides a ranges of products: Mango, Guava, Lychee, Guana, banana and etc. and also Rubicon provides a different types of packaging for example Canned Drinks , Carton Drinks, glass Bottled Drinks and plastic bottled drinks and Rubicon offers job opportunities for it customers. Also its provide a mush information for students about its products
Threats: - The sales of Rubicon's products are growing from 1994; Rubicon's success was mainly generated from the mainstream. The Rubicon Exotic range was well accepted amongst all the key multiples. Rubicon's competitors are all other major brands in the soft drinks market as well as they producing exotic fruit juice, ranging from juices, juice drinks, smoothies, shakes and also own label brands such as Wait rose own label single and blended exotic juice drinks. Rubicon's prime competitors in the juice market are Tropicana, Del Monte, Ocean Spray, Welch's and Cape.
PEST ANALYSIS
Political: -
* Political stability
* Risk of military invasion
* Favoured trading partners
* Anti-trust laws
* Pricing regulations
* Tax rats and incentives
* Wage legislation - minimum wage and overtime
* Work week
* Industrial safety regulations
* Product labelling requirements
Economic -
* Government intervention in the free market
* Comparative advantages of host country
* Efficiency of financial markets
* Labour costs: - Rubicon's products are aiming for less prices for its products
Social:-
* Class structure- Rubicon is a small business and its have reached a higher class of targeted audience
* Education: - Rubicon have giving mush information for students to help in their education for example business
* Culture - its launched from the Asians and its
* Attitudes (health, environmental consciousness, etc.)
* Leisure interests
* Lifestyle changes
* Income distribution
* Health consciousness & welfare, feeling son safety
* Living conditions
Technological
* Recent technological developments
* Technology's impact on product offering
* Impact on value chain structure
* Rate of technological diffusion
TASK: 4 EVALUATIONS
For my evaluation I will be evaluate our marketing proposal and Rubicon's new products by using SWOT analysis and also I will evaluate our successes of our new product.
By evaluating our success of marketing proposal, our marketing proposal will be success by judging our marketing objectives. By looking our business aims and objectives, we have succeeded one of our marketing objectives by doing a questionnaire, focus group interview or survey and we can provide the service that our customer expected and also we provide different services and special needs by judging other marketing objectives. Improving our market is one of the fastest ways to attract new customers and increase profit so firstly we have improved our marketing for our first step towards our marketing proposal success.
To evaluate my success of marketing proposal we need build the following things by:
* Discussing if your marketing proposals are realistic (SMART) and likely to be fulfilled (how? Why?)
* Whether you have met the needs of potential customers (how?)
* Whether your proposal is sustainable over time, what about PLC, what about competitors (analysis)
* How the marketing proposal fits in with the business as a whole?
* How the marketing proposal impacts on other functional areas of the business (production, advertising, finance...)
* Are marketing proposals are realistic (SMART) and likely to be fulfilled (how? Why?)
We are going to analyse our marketing proposal for Rubicon's new product by using SWOT analysis. The relative strengths of the market proposal that we have developed are good image, have more customers than before and also have larger amount of market shares and market place
Strength: -
* New product, only drink with peach and passion fruit
* Good range of flavouring
* Sold in all kind of stores
* Good market research
* Unique selling points
* Good image
* They have enough customers accordingly compare to the amount of product
* Larger amount of market shares and market place
Weaknesses: -
* Small target audience currently (ethnic group)
* Not enough advertisements (no advertise on English channels only in Asian channels)
Opportunities: -
* Available all over the place in UK
* Rubicon provides ranges of flavours and different types of packaging
* Rubicon offers job opportunities for it customers. Also it's provide a mush information for students about its products
* Expand into new markets
Threats: -
* Competitors (Tropicana, Del Monte, Ocean Spray, Welch's and Cape)
And my marketing objectives are likely to be fulfilled because it's all about understands the customer and we have done a questionnaire to find the customers need and from the survey we have recognised that the needs of customers only show the they are expecting quality product, value for money, clear product information, after sale services and also different flavours. This also meets my other marketing objective which is attracting new customers to our product we know what service features and qualities will satisfy customers. Therefore our new product meets the needs of the customers. We will identify developing market and our new product will be available all over the world at any time. We are aiming to make sure that the customers will continue to use the product again and again and this can be achieved if we are able to understand exactly what customers are really expecting from our product to satisfy them.
* Whether you have met the needs of potential customers (how?)
Yes, our marketing mix has the potential to meet the marketing objectives. The product, price, promotion and place are meets our marketing objectives for example a successful product needs a number of features. Its design must appeal to the consumer. Therefore we need to aware of my new product peach and passion fruit sparkling twist and launching should need numbers of better features. For attract new customers to our product, we have designed our product with new attractive colours, which are orange, and purple which is new colour from our competitors.
When we sell a product, the most important part of the business is who buys the product, and uses it? The customers who will be purchasing the product are the most important part of an inventor's market approach. Are targeted groups are children's to adult, our targeted people buys our product because our product taste like real fruit, New product, only drink with peach and passion fruit. We have examined potential customers for their thoughts on the supposed need. More than likely we have a good idea of product potential because we saw the need for the design in the first place. And the reason why they buys our product is that this is new product know will never made it. Our product is better looking, has better value, more personal, good quality, smaller, lighter, more flexible and better designed. The people will come to our new product because its has new different flavours and word of mouth example if one person has a better grasp of why our product is special and will succeed, from that we will overtake our competition because others will believe us as well. The correct prices have to be selected for our new product so that our customers feel that our product is value for money. When we looks at the product life cycle for our new product peach passion fruit sparkling twist. And also our customers can buys our products everywhere in the world and this gives the opportunities to buy our product and to get new customers to our product and also by distributing our new or old products at all over the world and distributing in television, radio, news papers, magazines the will leads to improve our marketing proposal and our business
* How our and why proposal is sustainable over time, PLC
Our planning to meet our marketing objectives is that we have done the terms such as targeting, segmentation, placement and product life cycle and etc.
PRODUCT LIFE CYLE
The product life cycle has four stages: introduction, growth, maturity and decline.
INTRODUCTION STAGE
At the introduction stage market size and growth is slight. For introducing the new product we have launched promotion and set up distribution channels. It is highly unlikely that companies will make profits on products at the introduction stage. Products at this stage have to be carefully monitored to ensure that they start to grow. First when we introducing our new product money will spends on research developing an designs, spending on advertise in television, radio and magazines because customers need to find our about the new product and then sales grow slowly and have few buyers.
GROWTH STAGE
In growth stage in this stage sales grow and recommendations, advertising and have more buyers, because our products are well established in the market, we had a the firm of enjoys increasing demand with little competition and we have added to distribution channels to attract new customers to our product, increase market shares and profit and also we did some promotions.
MATURITY STAGE
Marketing spend has to be monitored carefully, in this stage sales are at their highest but tend to remain stable, we will have to promote, add value to our product and little excitement about the product, since any significant moves are likely to be copied by competitors, and in this stage we have fixed lower price for our product because of new competitions and also we have concentrated on advertising the new product.
DECLINE STAGE
The overall amount of profit that we have shared surrounded by the remaining competitor, and our products can be decline for a number of reasons such as pure quality, bad image, increased competition and etc. at this stage, we have taken great care to run the product carefully for over time. We will take out some production cost, to transfer productions to a cheaper facility and to sell the product into other, cheaper markets. In this stage we will mainly concentrate on the advertising and to add more flavours to continue the product for over period of time or to give better tastes to our product.
* How the marketing proposal fits in with the business as a whole?
Our marketing proposals have fits in with the business very well. our new product Peach and Passion fruit sparkling twist fits with the tastes over all our marketing proposal will fits with business and our own image and also image is very important for attracting new customers, existing customers, reinforcing customer satisfaction and to be head of our competition. By promoting the brand values of making different product from our competitor's product and also to make it simple and attractive to current and new customers we will increase our brand awareness.
* How the marketing proposals impacts on other functional areas of the business (production, marketing, finance, administration, research and development, human resources)
Research and development department helps us to design our new products that are currently being introducing to our customers. Customer service department and marketing departments are the most important part of within the business, customer service department will needs to look after its own customers when its due to before and after sales and from providing a good customer services it will lead the business to increase its market shares, increase sales, increase customers, good image, happy customers and will be head of our competitors. The marketing departments have to do lots of surveys and advertising for the new product and this will be connected with finance because the advertisement cost might be high because the amount advertising that using to attract customers to our product and also to support promotional activity, this department will need be careful when dealing out budgets. Our aims are to do is that by giving power to human resources, production and administration to keep success and up to date with our products in the business environments. Production department will be producing a high level of output to competition marketing's to press on for a high level of sales in terms of specific departments quality assurance needs to be always follows the health and safety rules and environment.
REFERENCES:
www.Google.com
www.Ask.com
www.tutor2u.net
www.marketingteacher.com
www.rubiconexotic.com
Book
OCR AS level applied business
Thanushiya Thangarajah 12N Page 1
UNIT: Marketing proposal
