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Marketing Events Plan for Ocean Spray - Essay Example

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Marketing Events Plan for Ocean Spray

However, it will take the management team various processes to come up with an effective marketing event strategy. From market and situational analysis, to planning, execution and even up to event evaluation, the marketing communications team has to pay attention to every detail, be conscious of market and competitor trends to be able to position the improved category accordingly. Taste of Christmas in one of the channels that management is tapping to assist them into achieving their business and corporate objectives. Ocean Spray’s participation in this popular event is seen as a milestone and a major stepping stone towards further market advantage. II. INTRODUCTION Ocean Spray’s monumental re-launch of its cranberry sauce line is all set to happen this December. Having completed its Product Development in the third quarter of this year, and its complete production this November, the company is ready to introduce to the market its improved product line – the all new Wholeberry and Smooth Cranberry Sauce in the new Orbit™ Easy open lid. Part of its Marketing Communications Plan is a massive and country wide re launch implementation that will encompass both above the line and below the line marketing efforts. Kicking off with the tri-media ad placements simultaneously released in December 1, the Marketing Communications team will stage a series of exhibits and events sponsorships the whole of December, in time for the holidays. The aim is to sustain the tri media ad placements and continue building up market interest in this product innovation. The biggest anticipated event is Ocean Spray’s participation in the Taste of Christmas London Exhibition, an annual event showcasing the city’s best culinary offerings. With the target market captured in a perfect setting, where food sampling often leads to repeat product purchase and loyalty, Ocean Spray’s management is optimistic on catching up on their year-end targets during and after this three-day event. This Marketing and Events plan seeks to outline the company’s event objectives by providing an analysis of the previous marketing and sales for this particular product line. It further aims to illustrate the execution plan through a discussion of the processes entailed to possibly reach the given objectives. III. ANALYSIS The plan to participate in the city’s biggest annual food festival is in synchrony with the company’s 5-year marketing and business objectives, which is to push Ocean Spray’s Wholeberry and Smooth Cranberry Sauce as the leading product in the UK under its category. The Ocean Spray Cranberry Sauce was introduced in the UK in the 70s and has since become a popular brand, often associated with roast Turkey. The company welcomed the 90s with the vision of further market international expansion, therefore exerting more marketing efforts overseas, including the UK (Ocean Spray 2011). For over a decade now, it has become the leading cranberry sauce brand, ahead of the locally produced Schwartz Cranberry Sauce (Schwartz 2011) and other imported cranberry sauce brands, Canada’s Port Cranberry and Australia’s Wood’s Cranberry Sauce. Distributed by Ocean Spray International Services (UK) Ltd., it estimates annual sales of $ 3,199, 473 (Ocean Spray International Services UK Ltd 2011). However, in 2010, there was a noteworthy decline in company sales in the UK, ...Show more


Marketing Events Plan for Ocean Spray Author December 4, 2011 I. EXECUTIVE SUMMARY Ocean Spray is set to embark in another marketing milestone. After decades of being a market leader, both in the US and in the UK market, it is ready to shift gears and introduce to the market another innovation in cranberry production and distribution…
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Marketing Events Plan for Ocean Spray essay example
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