Ethnic group
Making a product, which is for a specific religion.
Marketing principles
There are many marketing principles and it is essential that the company knows and understand what they are to have a successful marketing strategy. The marketing principles are:
- To understand customer needs
- To understand and keep ahead of the competitors
- To communicate effectively with its customer to satisfy their expectations
- To co-ordinate its functions to achieve marketing aims
- To be aware of constraints on marketing activities
Each company will have a different marketing strategy to reflect its individual circumstances, but each flows the same 5 techniques for assessing possible strategy.
They are:
- Ansoff matrix
- Product life cycle
- Boston matrix
- Slept
- SWOT
Ansoff matrix
Ansoff matrix looks widely at market developments and opportunities as well as the management of a product portfolio. The matrix matches existing and new product strategies with the existing and the new markets.
In devising marketing strategy, managers have a third marketing theory to draw an Ansoff Matrix.
Below is an example of ansoff matrix
Market penetration = is the basic growth area, continuing with existing products to gain a large share of existing markets. Growth is unlikely to be great.
Product development = means coming up with new ideas for new products for existing market.
Market development = means searching for new markets for existing products.
Diversification = offer a new product in a new market i.e. a market outside the firm experience. E.g. Mars take over pedigree Pet foods.
Product life cycle
Product life cycle describes the length of time, from launch to removal from the range, that a particular type of product is available for purchase. The product life cycle is divided into five major stages. Which are
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First a product will be developed. The prototype will be tested and market research carried out before it is launched onto the market. (there is no sales at this time).
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It is then introduced or launched on to the market. Sales will slowly grow, as it is a new product. Heavy advertising and promotion supports the sales to increase.
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Sales will start to grow rapidly as more people start to buy the product.
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At the maturity stage the product has reached its peak of sales. It is fully established in the market and it is most profitable for the company.
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Decline is another word for ‘death’ stage of the product. Products normally die when the product is not capable of competing with its competitors. So therefore the product does not make any sales and it tends to be out of the market.
Below is an example of product life cycle
Maturity
Growth
Decline
Introduction Death
Boston matrix
Like Ansoff Matrix, Boston Matrix is a well-known tool for the marketing managers. It looks closely at the product life cycle by the marketing department to see where their product is in the table, and is there any improvements needed for the marketing strategy of that product.
The vertical line on the Boston matrix shows how the product is growing, and the horizontal line shows the market share of a product relative to its major competitor. For example a value of 0.1 indicates that the product has only one tenth of the market share of its leading competitors, where as a value of 10 indicates a market share of ten times more then its leading rivals. The value of 1 shows that the product has the same market share as its major competitors.
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Problem child = the product has a low market share in a growing market. This could be because a new product is being launched or the product is having difficulties in getting established.
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Star = the sales are good and is often associated with the (strong) growth stage of the cycle. (These are sometime even known as ‘rising stars’).
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Cash cow = these sell strongly with good market share, but in a mature market i.e. low growth. These products provide current profits and cash for the development of new products and/or shareholders dividends.
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Dog = These are products with a low share of a low growth market. These may be associated with the decline stage of the product life cycle, and may be discarded if profitability declines in the further. Low market share may suggest falling appeal, or never having come up to expectations in the first place.
SLEPT analysis
SLEPT analysis involves identifying the key factors external to an organisation that are in a state of flux and that are likely to have an influence on the organisation in the coming months and years.
Social change involves changing attitudes and lifestyles.
Legal change such as the introduction of the breathalyser saw brewery firms turn to non-alcoholic drinks and the greater provision of pub meals.
Economic change, for example a recession creating increased activity at the lower ends of product price ranges. Rates of interest raises depressing business and causing redundancies and lower spending levels.
Political change, from one party to another in control – for example the rise in private healthcare and privatisations under Conservative governments.
Technological change – as we have seen – creates opportunities for new product and product improvements and of course new marketing techniques – the internet, e-commerce.
SWOT analysis
SWOT analysis is used to examine the relationship between an organisation and its marketing environment. It is focused upon the Strengths, Weakness, Opportunity and Threats facing a business or its product at a given moment. It has an internal element, which looks at current strengths and weakness of the organisation, and external element, which looks at the opportunities and threats at present in the environment in which the organisation operates.
By carrying out a SWOT analysis the business can build up its strengths, minimise its weakness, seize its opportunities and reduce the number of threats.
Strength is a specific asset, skills or competence found with the organisation which would help it achieve its objectives.
Weakness is a specific feature found within the organisation, which could prevent it achieving its objectives.
Opportunity is any specific feature in the organisation’ external environment which would prevent it from achieving its objectives.
Threat is any specific feature in the organisation’s external environment which would prevent it from achieving its objectives.
Current marketing strategy
Once Sunny Delight was one of the best selling drink in UK. “The great taste kids go for”. When Sunny Delight was first launched in UK it had a very high market. It was nearly same as coco cola. However in 2001 the sales began to fall after a series of negative press reports about the drink’s contents.
Sunny Delight Company tried to launce the drink again into the market in 2003 but it failed. That means Sunny Delight is in the decline stage of its product life cycle at the moment and has not reached the death stage, as there are still few people who try Sunny Delight now and then.
Since 2003 Sunny Delight Company has not tried to improve the drink as the Company thinks it is not worth it. This is because they think even though they try to improve it, it will not increase the sales after the things that was written in the press.
By looking at its current marketing strategy you can tell that it is not doing well in the market.
4P’s – Marketing mix
Here I will be finding out how well Sunny Delight is doing in the market in terms of its 4P’s. By looking at the 4P’s it will help Sunny Delight Company to identify if there is a section in the 4P’s that is stopping Sunny Delight from growing in the market.
Product
In the past Sunny Delight was a very well known soft drink. It had a well-known brand name. But now as well as the product the brand name has also gone down in the market. It has been ruined by the compliments which it had such as, “parents are going outrageous about the drink and how it is effecting their children’s health. Once this little girl’s face turned yellow after having a lot of Sunny D”.
Once Sunny D was proved that it is not healthy it lost its publicity.
Sunny Delight’s main target audience are from the age of 5 to 19 years old. However there are people above 19 who have Sunny D.
Place
At the moment Sunny D is only sold at large supermarkets such as, Sainsbury and Safeway.
Before it was sold in almost all supermarkets, shops and all convenience stores as well as vending machines.
As it is now sold in supermarkets it is placed in the top shelf inline with some other drinks at shoulder level height.
Before it was placed separately (for the drink to standout) and at a low level height to make it easier for young children to grab it.
Price
Sunny Delight uses competitive pricing strategy. First it looks at how much the competitors are charging their bottle drinks and than it will set its own price.
For 1 litre bottle it is £1 and for 2 litre bottle it is £1.89.
Now it seems the price is too high because of its popularity but before it was a reasonable price to charge at.
Promotion
At the moment Sunny Delight is not promoting their product.
Packaging
Sunny Delight’s packaging is very colourful to make it standout. It goes with the name ‘Sunny’ as the sun is very bright. The other reason why they used bright colours is to attract young children as normally young children like bright colours. As well as using bright colours to make the product standout, it also uses bold writing. The bright colours and the bold writing help to represent the product and company’s image.
S.W.OT Analysis
This section helps to identify Sunny Delight’s strengths, weaknesses, opportunities and threats.
By identifying the number of strengths, weaknesses and threats it has, it will help the company to realise how well it is doing in the market and if it needs to make any changes to its marketing strategy. If there are too many weaknesses and threats then they will need to be reduced and kept in mind that the same weaknesses and threats should not occur again in the near future.
Strengths
- There are still few people who like Sunny D
- It is advertised on the internet
Weaknesses
- It does not hold its brand name anymore because of bad publicity.
- It does not have many customers because of the bad press reports it had in the past and as it has not been advertised on major advertising medias such as, television, radio and billboard for quite a long time now.
Opportunities
- One of the company’s aims is to make Sunny D Orange a tasteful product and have a high market.
Threats
- Because of the bad press reports it is difficult for Sunny Delight Orange to grow in the market again, unless it makes a lot of changes to its product. Even though it makes a lot of changes it will still find it difficult to grow, as there is a lot of competition going on at the moment.
Product life cycle
By looking at the product life cycle, the company can see what stage Sunny D is at, as different stages of the cycle says different stuffs about the product. For example if the product is in the decline stage then that means the product is doing very badly in the market and improvements are needed or otherwise it will go to the death stage where the product will be completely out of the market.
Maturity
Growth
decline
Introduction / launch
By looking at the product life cycle you can tell that the product started off very well and went to the maturity stage very quickly and stayed there for few years. Later on when it was proved that Sunny D Orange is not a healthy drink and side effects started to happen to its customers such as, children’s face started to turn yellow and their teeth started to rot, Sunny D Orange went to the decline stage. Sunny Delight Company realised that the drink will soon go to the death stages if something was not done quickly, so they did advertising heavily on television, billboard and kids magazine. This made the drink reach the growth stage, but soon later it started to decline again after getting more compliments from the press. It is still in the decline stage, as there are still few people who drink Sunny Delight. However it seems though that it will soon reach the death stage as no adverting is being done.
Segmentation
Sunny Delight Orange is mostly sold in UK and its target audience are from the age of 5 to 19 years that will help it to grow in the market again.
Advantages and disadvantages of its current marketing strategy
By looking at the advantages and disadvantages of its current marketing strategy prediction could be done and changes could be made if it is needed. By doing the predictions for the future and changing the strategy, it will hopefully increase sales and that will help it to grow in the market again.
The other advantages of looking at the advantages and disadvantages of its currents marketing strategy is that, if changes are need to be made then market research could be carried out to identify if changes are needed and exactly in which areas of the marketing strategy.
Advantages of its current marketing strategy
- Sunny Delight has its own web page where it gives out a lot of information about its products.
Disadvantages of its current marketing strategy
- It affects children’s health. It is very unhealthy.
- Advertising has not been done for a long time.
- The price seems too high at the moment.
- It is not sold in all the small outlets.
- Sunny D Orange is not in a place where children can grab it easily.
Limitation and implication
It is a benefit for the company and the product if the strategy is revised and the advantages and disadvantages of the strategy are spotted. It will help the company to make any changes to the product in the near and far future if it is needed, as market trends keeps changing and new products are getting launched. If the strategy is not revised then the company will find it difficult to know what their and the product’s objectives are now and in the future.
To avoid the risk of the product declining cause of not knowing how to solve a problem when it occurs it is best to revise the strategy and make changes before the problem actually occurs.
External and internal influences on the strategy
External sources are things, which effect the organisation from outside the organisation. The external influences on the organisation are the competitors, media, customers and the government.
Competitors
Competitors are one of the things that affect the business badly. The more competitors there are, the more risk the company faces if the products are not improved or developed.
One of the reasons why Sunny Delight Orange gone down in the market is because of competitors. Sunny D was not able to compete with them especially after the compliments they had from the press.
Media
Media is one of the main reasons why Sunny Delight Orange went to the decline stage. It has given bad press reports such as, “it is not healthy and children had side effects”. The media is a very important part of the external influences. It has given bad publicity to Sunny D Orange and the company and the bad publicity is all over the newspaper, television, radio and internet.
If media did not exist than Sunny D Orange would still be on the maturity stage of its product life cycle.
Government
One of the things that government likes is to receive a lot of tax and have low unemployment rate. If there is a high unemployment rate then there will be a problem for the government, as they will have to find ways to keep them survive. To receive a lot of tax the government appreciates if there is a lot of competition going on.
Competitors
It is important for the company to keep out of bad publicity if it wants its product to grow. It should keep the media happy so that the customers do not get any negative thoughts about the product, as they are the main people who buy the products.
Questionnaire
Below is the questionnaire that I have carried out to help me to improve Sunny D Orange.
- Do you drink Sunny D Orange?
Yes No
- If yes then what do you like about Sunny D Orange?
Taste Packaging
Size
Shape Healthy
- If no than what don’t you like about Sunny D Orange?
Taste Packaging
Size
Shape Healthy
- Do you think the size is too big of the bottle?
Yes No
- Dou you manage to finish off the whole bottle?
Yes No
- Have you seen any type of Sunny D adverts on T.V for the last 12 months?
Yes No
- Have you seen any type of Sunny D Orange promotion on other advertising media such as, internet, billboard, radio and magazine?
Yes No
- If yes then where have you seen it?
Internet Billboard
Radio Magazine
- Do you go cinemas?
Yes No
- Do you watch T.V the most or listen to the radio?
T.V Radio
- Do you look at posters/billboards?
Yes No
- Which T.V channel do you watch the most?
BBC1 BBC2
ITV1 Ch4
Ch5
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What time do you normally watch T.V the most?
6am-9am 9am-12pm
12pm-3pm 3pm-7pm
7pm-10pm 10pm+
- Would it appeal to you if the advert had celebrities?
Yes No
15. Around which season do you mostly buy soft drinks?
Summer Winter
Spring Autumn
16. Do you think Sunny D is too sweet?
Yes No
- Do you think by selling in vandalising machine would increase the sales?
Yes No
18. Do you think the price is too high?
Yes No
19. Would it make you buy Sunny D if it was sold in cartons?
Yes No
20. Would you buy Sunny D if it were sold in cans?
Yes No
21. Do you mostly buy cans, cartons or bottle drinks?
Cans Cartons
Bottles
Analysis of the Questionnaire
- 8% of the people said they still drink Sunny D and 92% said they do not any more.
- 3% of the people said they like Sunny D because of the taste, 2% said they like the packaging, 1% said they like the size and 2% said they like the Shape.
- 17% said they do not like Sunny D because of the taste, 11% said the packaging, 28% said the size, 9% said the shape and 35% said it is not healthy.
- 57% of the people said they think the size of the bottle is too big and 43% do not think the size is too big.
- 43% of the people said they can finish a whole bottle of Sunny D Orange and 57% said they cannot finish off a whole bottle of Sunny D Orange.
- 100% of the people said they have not seen any type of Sunny D adverts on T.V for the last 12 months.
- 21% of the people said they have seen Sunny D Orange promotion and 79% said they haven’t.
- 21% of the people said they have seen the promotion on the internet (Sunny Delight website).
- 73% of the people said they go to the cinema and 27% said they don’t go to the cinemas.
- 67% of the people said they watch T.V the most and 33% said they listen to the radio.
- 83% of the people said they look at posters/billboard and 17% said they don’t.
- 20% said they watch BBC 1 the most. 12% said they watch BBC2 the most, 24% said they watch ITV 1 the most, 15% they watch Ch4 the most and 29% said they watch Ch5 the most.
- 8% said they normally watch T.V between 6am-9am, 12% said between 9am-12pm, 15% said between 12pm-3pm, 21% said between 3pm-7pm, 18% said between 7pm-10pm and 26% said they watch it after 10pm.
- 72% said it would appeal to them if the adverts included celebrities and 28% said it would not appeal to them.
- 56% of the people said they mostly buy soft drink in summer, 4% said winter, 18% said in spring and 12% said autumn.
- 63% of the people think Sunny Delight is too sweet and 37% don’t.
- 57% thinks buy selling Sunny D in vandalising would increase the sales and 43% thinks it wont.
- 64% of the people think the price is too high for a Bottle of Sunny D and 36% of the people think it isn’t.
- 48% said it would make them buy Sunny D if it was sold in cartons and 52% said it wont.
- 55% of the people said it would make them buy Sunny D if it was sold in cans and 45% said it wouldn’t.
- 44% of the people said they normally buy cans, 34% of they people said they normally buy cartons and 22% said they buy bottle drinks.
New Marketing Strategy
By meeting the consumer requirements, it is the best way to develop a product, especially in a complex and competitive market where it is very difficult to become successful.
By researching and finding out about other similar products, helps to identify the problems of such products and how to improve them. This will maximise the chances of the product being successful.
Sunny D was one of the drinks that went to the maturity stage of its product life cycle quickly. It did very well in the market, as everybody loved that drink, until it was discovered that it is not healthy. Children’s face was turning yellow and their teeth were rotting. As the bad publicity was all over the media the sales for Sunny D Orange started to drop. Since that time Sunny Delight Company has not managed to increase the sales again, like how they were selling in the beginning.
From the questionnaire I have found out what customers like and dislike about Sunny D Orange and what improvements could be made to increase the sales.
Below are the points that I have analysed from the questionnaire that could be taken in consideration.
- It does not taste good
- It is not healthy
- There has not been any type of special offers
- There was hardly any type of promotion for the past 12 months
- The size is too big
- Have less sugar and more juice
- Sell in cans
- Charge Sunny D at a low price
To increase the sales Sunny Delight Company should
- Add more juice (as they only add 15% of juice to the ingredient) and have less sugar to make it tasty and healthy.
- Do special offers and promotion.
- Decrease the size of the bottle and sell it in cans as well as bottle.
- Sell the bottle at a low price.
By making the above changes it should increase the sales as consumers themselves said they would prefer if they above changes were made.
Make it tastier
Even though Sunny Delight says that about 75% of the drink is pure juice, researchers have found out that there is only 15% of orange juice is mixed to the ingredients. This may be the reason why children are having side effects after drinking a lot of juice. Therefore to improve the taste and to make it healthier it should add more juice and less sugar.
A lot of sugar is not good for the health. Sunny Delight adds ten teaspoons of sugar which is more than coco cola. From the survey I have found out that about 63% of the people said they think the drink is too sweet, therefore it makes sense if the teaspoon of sugar is decreased to about 3-5 teaspoon. This is still too high but this amount of sugar is added to nearly every drinks.
Changing the size of the bottle
About 57% of Sunny Delight’s customers think that the size of the bottle is too big and they cannot finish the whole drink every time. Therefore it will be a good idea to decrease the size of the bottle by 4cm of height.
By doing this, people should be able to finish off a whole bottle and less fluid of drink will be wasted.
Selling Sunny Delight Orange in cans
One of the other things that I found from the questionnaire is that 44% of the consumers normally buy can drinks more than bottle drinks. Also 55% of the people said it would make them buy Sunny D if it was sold in can. Therefore I think Sunny Delight Company could try to sell the drink in cans as well as bottles.
This will increase the cost for the company but if the sale increases by selling it on cans then it will be worth spending more money, as they will be receiving more income.
It will be worth giving it a try and finding out if by selling in cans will increase the sales or not. If it does not then the drink could only be sold in bottles, as it will be waste of money producing the cans.
The packaging for the can could be same as the bottle as it is very effective.
Special offers and promotion
Special offers and promotion are one of the big things that attract customers to buy products. If special offers and promotion is not at present then no one will know about the product and it will not interest him or her to buy it. Even if the product does not look good or taste good it would still sale if the promotion and special offer is effective enough. For example, it is no point advertising the product on the internet if the target audience does not use the internet. Also it is no point giving out free toys if the product is targeted at adults.
Sunny Delight does its special offers and promotion on its web page. At the moment they are using incredible Hulk goodies to promote their product.
1st grand price is a trip for four to marvel comics’ headquarters in New York City to meet an illustrator of the incredible Hulk.
25 first prizes are 10 universal DVDs
25 second prizes are a Hulk video game.
1,000 3rd prizes are a Universal Hulk DVD.
10,000 4th prizes are a monstrously cool Hulk poster.
To claim these prizes an official code needs to be collected which is printed behind labels of specially-marked 200ml, 8-pack and 333 ml bottles. Then the 11 digit official code needs to be entered on the web page to find out if that is the winning number for any of the above prizes.
However these special offers and promotion are only for U.S residents.
By having it only for only U.S residents mean that UK customers cannot take part in the competition.
As there are no promotion and special offers for UK customer, it does not interests them to buy Sunny D Orange.
I think by doing especial offers and promotion for UK customers will increase the sales.
Majority of the target audience go to cinemas (73%), therefore I think it will be a good thing to give out free cinema tickets in the summer for every person who finds a lucky number inside the cap of the bottle and on the scratch card that will be given with every Sunny D can by the shopkeeper.
By giving out free cinema tickets in the summer, it should increase the sales even if the customers do not like Sunny D, as everyone likes going to the cinema. The free tickets will encourage them to buy the drink.
The other thing that the company could do in the summer is give out special offers such as, buy one and get the second one for half price. This should increase the sales throughout the year, as more customers will get used to Sunny D from the summer’s special offer.
Letting the customers know that Sunny D does exists
Sunny Delight customers have not heard of Sunny Delight Orange for a very long time and this is mentioned on the questionnaire as 100% of the people said they have not seen any adverts on Sunny D for past 12 months. Therefore I think it is time to let the customers know that Sunny D Orange still exist by advertising it on television and on billboard.
It will be a good idea to advertise Sunny D Orange (bottle and can) on T.V and billboard rather than radio as 67% of the consumers said they watch T.V and 83% said they look at billboards. This will be very expensive, but television and billboards can cover a large number of consumers, which is a good thing.
I believe it will be best to show the advert on ITV 1 between 3pm to 7pm even though 29% of the customers watch Ch5 and after 10pm. Channel 5 is normally an adult channel and after 10pm majority of the young kids are in bed. Therefore it will be a waste of money and time doing it on channel 5 after 10pm as hardly any young kids will be watching.
ITV 1 is the second most common channel that is watched by Sunny Delight’s target audience. About 24% of the target audience watch ITV and 21% said they watch television between 3pm to 7pm.
The advert should be shown twice between 3pm to 7pm on ITV1 as between 3pm to 5pm it shows youngster’s program and between 5pm to 7pm it shows teenager’s program.
The advert should be for 30 seconds long as the audience will not get board and they will able to remember what they saw. Also they company will save money, as short adverts costs less.
The advert should include few teenagers and a famous person (preferably a teenager) drinking Sunny D from a selection of drinks after doing something energetic on a sunny day. Also at the end of the advert the famous person should say “it is taster and healthier than before as there is less sugar and more pure juice is added”.
The message that will be given to the audience from the advert is that, Sunny D is the drink that will take your thirst away rather than any other drinks and it is taster and healthier then ever
Billboard
Billboard is a very good way of reminding the customers about the product. This is why I think it will be best to advertise Sunny D on the billboard (which will be near newsagents and big supermarkets) to remind people about Sunny D incase if they have forgotten about the T.V advert. This will be a very effective way to remind people, as people do tend to forget thing. Also 83% of the customers said they do look at billboards.
If Sunny Delight Company does meet the below points then I am sure the customers will buy Sunny D as they have requested these points on the questionnaire.
- More juice and have less sugar to make it tasty and healthy.
- Special offers and promotion.
- Decrease the size of the bottle and sell it in cans as well as bottle.
- Sell the bottle at a low price.
Sunny Delight (bottle and can) should be sold in vandalising machines as well as newsagents and big supermarkets.
It should use penetration pricing as it is trying to launch again after having a very bad publicity. Also about 64% of the consumers think the price is too high for a Sunny D bottle.
Once Sunny D has grown into the market like it did before, it then can change its pricing strategy to competitive pricing. (This is same for the can drink).
Advantages and disadvantages of the new marketing strategy
Advantages
-
Cheaper than competitor’s price = by using penetration pricing strategy to sell Sunny D, will make the customers buy the drink as it is less than normal bottle or can drinks.
-
Special offer = by doing a special offer of buy one and get the second one half price and giving out free cinema tickets will increase the sales dramatically. Even if the consumers do not like Sunny D, they will still buy it to win the free cinema tickets especially when you can buy one and get the second one half price.
Eventually the customers may start to like Sunny D when the special offer is over after buying loads during the offer.
-
Decreasing the size of the bottle and selling in cans = by decreasing the size of the bottle means less fluid is wasted as most of the people cannot finish off a whole bottle.
There are some people who like drinking form the can rather than bottles and on the questionnaire people did say that they would like the size of the bottle to be decreased and they would buy Sunny D if it were sold in cans. This is why I thought it would be a good thing to sell it in can as well as bottle.
-
Tastier than before = the reason why Sunny D went down in the market is because it was not healthy. This is one of the big changes that need to be made if Sunny D wants to grow again. Therefore more pure juice and less sugar needs to be added. By adding more pure juice and less sugar will make the taste a bit different but at the same time it will be healthy, as this is what the consumers want
By making it healthier I believe it will increase sales, as parents normally want their children to eat healthy foods and drinks.
-
Advertising = it is no point improving a product and not letting the consumers know that the product is out on the market. If products are not advertised then the customers will not know anything about the product and it will be waste of money and time for the company.
I have decided to advertise Sunny D in the television as it covers a large number of people in a short time, and billboard to remind people to buy Sunny D when they go out or out for shopping.
Disadvantages
Over all the new strategy seems like a good strategy that will work, but if anyhow it does not then it will be waste of time and money for the business.
It will be very expensive to develop Sunny D (such as adding more juice and less sugar, producing the cans), advertise it and do special offers. On top of that the drink will be sold at a low price so that means the company will not make much profit.
If the product does not do well in the market after adding more pure juice and less sugar then the company will need to carry out more research to find out a healthy recipe. This will cost them more money.
What I have kept same from the old strategy
I have kept the same logo and packaging as well as the ingredients except for the number of teaspoons of sugar and the quantity of juice. The logo is very catchy and the packaging is very bright which makes it stand out. Therefore I thought it would be no point changing the logo and packaging, as it is already very effective.
Evaluation
It was very important to produce the new marketing strategy to launch Sunny D Orange again into the market. Every product needs to be revised especially when they go old as market trend keeps changing.
After discovering that Sunny Delight Orange is not healthy, it declined and it is still in the decline stage of its product life cycle. Therefore improvements are needed to increase the sales. I have used the following tools to produce the new marketing strategy.
- Marketing mix – 4P’s
- Product life cycle
- Segmentation
- Boston matrix
- Ansoff matrix
- SWOT Analysis
- SLEPT Analysis
I believe the new marketing strategy will work, as I have looked it to its old marketing strategy and did a survey to find out what the consumers liked and disliked about Sunny D Orange.
I made the new marketing strategy after I have analysed the questionnaire to base it on customer’s likes and dislikes.
Accuracy of the information – reliability of the marketing models used
The information that a company gives about their product seems as if it is 100% true, but about a quarter of the information if made up to sell the product. For example, Sunny D said that about 75% of their drink is made up of pure juice when only 15% is. They make up the false information from the research they carryout or the past information that they have. This type of information has very low quality and because of that the company’s product does not do well in the market, such as, Sunny Delight Orange.
Usefulness of the models
Every marketing models are good for something, but some marketing models are more useful and accurate than others, such as the 4P’s and the product life cycle. The more models that a company uses the better it would be for them and it would be more likely that their product will survive longer in the market.
A company can only use a wide range of different marketing models if it has time, well-trained employees and enough budgets.
