Fruit Juices Marketing - Essay Example

The product Fruit juices, in general, has a huge distribution channel and is easily available at any store or shop. The product is placed on a priority list by the vendors according to its popularity. The product uses mass marketing because the target market is not segmented. This is due to the popularity and attributes of the product. Places that have hot climate are ideal for placing fruit juices, as cold fruit juices are essential to re-establish the lost energy in hot and humid climates. The ideal placements of the product in a shop are the top shelves of the fridge so that the people coming in and going out can see the product easily.

While studying the market and segment potential we realized that the middle and upper class had the most potential for our product because a fruit juice holding the qualities of both an energy drink and a fruit juice is currently not present in these segments of the market. The major decisions to be made in this phase are the marketing coverage that the product will have for example whether it would follow inclusive exclusive or selective distribution, transportation decisions would be made, Inventory management will involve all the aspects of the inventory, for example, a specific level of inventory that needs to be maintained.

The vendors of the product also need to be decided. By inclusive coverage what we mean here is that the whole country would be covered to distribute the fruit juices to the vendors this is suitable when the product has a mass marketing strategy.. The concessions and discount offers are dependent on the factor that whether the company wants to capture the share of the market or whether they are just introducing the product or want to earn profits from the beginning.PlaceThe product Fruit juices in general has a huge distribution channel and is easily available at any store or shop.

The product is placed in a priority list by the vendors according to its popularity. The product uses mass marketing because the target market is not segmented. This is due to the popularity and attributes of the product. Places that have hot climate are ideal for placing fruit juices, as cold fruit juices are essential to re-establish the lost energy in hot and humid climates. The ideal placements of the product in a shop are the top shelves of the fridge so that the people coming in and going out can see the product easily.

While studying the market and segment potential we realized that the middle and upper class had the most potential for our product because a fruit juice holding the qualities of both a energy drink and a fruit juice is currently not present in these segments of the market. The major decisions to be made in this phase are the marketing coverage that the product will have for example whether it would follow inclusive exclusive or selective distribution, transportation decisions would be made, Inventory management will involve all the aspects of the inventory for example specific level of inventory that needs to be maintained.

The vendors of the product also need to be decided. By inclusive coverage what we mean here is that the whole country would be covered to distribute the fruit juices to the vendors this is suitable when the product has a mass marketing strategy