Drink Fresh Marketing Strategy - Business Plan Example

The paper “Drink Fresh Marketing Strategy” is an actual example of a marketing business plan. The new business launch is that of fresh fruit juice outlet located on Charminster Road, England. A shop would be taken on rent in which a juice shop would be created. The name of the brand is Drink Fresh which would promote the concept of healthy drinking. Drink Fresh would offer new flavors and rare drinks which are not easily available in nearby areas but have a demand. The brand's unique selling point would be its high-tech online ordering and payment system which would provide convenience to its busy customers.

Studies show that the consumers in the UK are becoming more health-conscious and need healthy solutions. Drink Fresh would fill that gap by using effective marketing techniques. For example, salesforce, direct marketing, student brand ambassadors, and social media advertising.Some challenges that will come in the way are the threat of increasing raw material prices and nearby competitor Sprinkles Gelato. This brand is present since the year 2012 and has created a strong market share. Moreover, Sprinkles Gelato offers a wide variety of ice cream and drinks whereas Drink Fresh would only serve fresh fruit juices.

The strength of this brand is that the owners already have experience in running a food business which would add value to running the juice business. Moreover, the ease of only ordering and payment gives it an edge over competitors who are not offering this convenience at the moment. The customers of Drink Fresh are students, professionals like doctors and teachers, parents, and general households. Both males and females of 15 years and above can enjoy the drink and will be the primary target market.

Drink Fresh plans to use cost-effective mediums for advertising because the budget would be tight in the initial phase. The lunch is divided into two parts: pre-launch activity and launch ceremony. The marketing plan commences with a teaser campaign which would force the consumers to ask a question them: What is the value of your life? After much hype is created, the official launch ceremony would take place in which people from different industrial backgrounds would be invited for tasting sessions so that later on they can write positively about the brand.