Brand Development, Promotion, and Distribution - Business Plan Example

The paper seeks to determine the various ways through which the brands can be introduced into the market. The second section of the study entails the development of a marketing pitch presentation which further helps in making a practical case for the growth of the brand through marketing initiatives.

Analysis of brands’ current situation

During the initial market introduction phase of the brand, it was well received in the market the business registered significant profits for the first year during the start of its activities. Presently, the brand is successfully marketed and available in 15 countries.  Further, the business has successfully engaged in the diversification of brands up to 5 different drinks aimed to meet the growing customer demands. The sales pattern of the brand has however declined with a 12% margin as compared to the last financial year (2015). This has equally led to the decline in profitability that the company receives from the brand. The current sales turnout ratio has equally gone down with other branches in foreign countries experiencing a significant drop in the patterns of sales (Doyle 2009).

Issues facing the brand

The brand is currently suffering from a decline in sales patterns. Consumers have registered low preferences and buying patterns in the past two years. This has caused a significant decrease in the profitability and expectations of the business. This is attributed to the intense competition by other businesses that produce similar products. The fresh drink business has been emulated and penetrated by other mega players such as the Coca-Cola Company which produce brands for a large existing customer base. Besides, the business has continually suffered from the challenge of fast expiry dates of its products

Opportunity for growth

The success of Fresh Fruit Drink lies in the establishment of new markets. Presently, the business suffers from intense competition from the existing markets in which it serves. The creation of new markets, however, requires the use of marketing strategies. Besides, there is an opportunity in developing fresh drinks with relatively longer expiration periods in this market. Most competitors have their fruit drinks lasting for about six months. Therefore, the business can capitalize on this opportunity and manufacture relatively lasting products. Lastly, the business needs to invest in intense promotional practices. This is to enhance awareness of the drinks and also penetrate new markets (Cravens & Piercy 2006).

The various marketing goal for this marketing framework strategy is to develop differentiated products, design the products to have an expanded viability period, identify and invest in new markets and also produce other brands of Fresh Fruit Drink to meet the growing customer preferences.

Proposed Marketing Project

Product brand development

One of the vital marketing strategies which can be applied by Fresh Fruit Drink Brand producers is to engage in brand development. This relates to modifying and differentiating the existing brand so as to meet consumer demands. Presently, the company engages in the production of five unique, fresh drinks. The business needs to invest in the manufacture and production of more brands. This includes making brands that mix different fruits to give a unique taste to the customers. Brand development requires the modification of the existing brands and also identifying and coming up with new other brands for the customers (Walker et al. 2005).

The brand expiry period is one of the areas which need to be developed. Consumers normally prefer brands. Especially the fruit drink, which has a relatively long-lasting period. This helps the foreign markets to access the drinks in their fresh make still. Presently, the business suffers from this challenge with most of its products having a 6-month lasting duration. This has been a challenge, especially to the foreign markets which usually receive the products a few weeks after the order periods. Developing the brand around this concept involves changing the processing method. The processes for producing the soft drinks need an alteration so as to guarantee the products a longer life as opposed to the existing viability period for the drinks. The modification is, therefore, necessary for the processing as well as the marketing of the new and differentiated drinks (Best 2012).

Promotion and Distribution strategy of the product

One challenge which potentially affects SMEs such as Fresh Fruit Drink is the problem of poor promotion as well as the distribution of the products. Fresh Fruit Drink is one of the players in the highly competitive business environment. Several companies have presently engaged in the production of the fresh drink. Therefore, the business needs to adopt better strategies to promote the products, especially to the new market segments. The best means to achieve this is the use of an internet promotion platform. This entails the use of online media and social media platforms to create awareness of the product and access new markets. Several consumers exist in far markets located overseas...

New strategies for segmentation, targeting, and position

The business needs to employ the segmentation strategy as a way of dividing the larger markets into different segments. This is one of the ways through which marketing can be designed to satisfy the demands and preferences of customers based on their differences and characteristics. The Fresh Fruit Drink product is highly acceptable across all age groups, economic profiles, and even geographic zones. Segmentation, therefore, enables the company to design and differentiate the products to meet different preferences. For example, customers from lower economic strata would prefer small packaged and slightly cheaper brands (Hartline et al. 2008).