Marketing - Consumers of Nonalcoholic Drinks - Assignment Example

Assignment Task one Soft drinks constitute a major market segment in Ireland. Among the major market players are Coca Cola and Pepsi that manufacture carbonated soft drinks. The two companies have numerous brands that have successfully increased their market share. However, the demand for soft drinks is equally high and the market has sustained both the companies alongside many other local brands that have offered competition against the two large international brands. The soft drinks market currently has numerous players thereby heightening the competition among the players. Besides carbonated drinks, the market has had an influx of fresh juice owing to the increasing life awareness campaigns vouched y the government in order to increase effective lifestyles in the country. The consumption of soft drinks is definite with the growing number of competitors in the country validating the viability of the market. People consume soft drinks alongside other meals and when relaxing. Soft drinks are therefore a pertinent compatriot sustaining any form of social gathering. Additionally, people prefer soft drinks during meals times’ thereby increasing demand for the same products. Among the factors influencing the purchase of soft drinks are the pricing of the products, the type of the products and packaging among many others. Price is a fundamental marketing element that most consumers of the products consider before purchasing a product. The prices of commodities often vary depending on the quality and size of a product. Most of the soft drinks manufacturing companies price their products depending on the raw materials used in the manufacture of such products and the packaging of the same. Carbonated drinks are cheaper than fresh juices. However, fresh juices have smaller packaging as the vendors diversify their products packaging in order to cost lesser than the carbonated soft drinks. Most home based consumers purchase larger bottles of the soft drinks. This explains Coca cola and Pepsi’s decision to diversify the packaging of their products to two liters. Such large products are economical and ideal for families. Fast food consumers on the other hand prefer smaller packages such as a half a liter. The manufacturers of such drinks including the two have therefore diversified their packaging thereby capturing both markets in a bid to increase their market share. The trend has succeeded thereby facilitating the two companies’ large international market shares. However, with the development of local brands and the prevalent of fresh juices, the two multinational corporations are facing stiff competition in the once lucrative business. Another trend that has influenced the market is the ability for consumers to blend their own fresh juices. The blending business has become more prevalent in the society owing to the fact that it promises fresh juices, which have more health benefits. Additionally, the do it yourself scenario provides consumers with more control of the type and quality of juice they prepare at home. The prevalence of the trend has affected the market as more people purchase juice blenders and therefore shop for fresh fruits instead of the already packaged carbonated drinks. However, despite the prevalence of the fresh juice idea in homes the nonalcoholic drinks market is still viable in the country and can accommodate any other manufacturers provided such an individual identifies a particular market niche. Task two Del-Monte is a fresh fruit brand that will supply fresh juice blends to the market. The brand will pride itself in a variety of juice blends with the view of providing brands of all the available fruits. However, the manufacturer will add natural preservatives with the view of lengthening the shelf life of the products. The packaging of the fruit juice will be in one liter and a half a liter paperback packages. The two liter package will cost three dollars while the half a liter product will cost one and a half a dollar. Among the key ingredients in the juice blend will include water, pure fruit juices from concentrates and the preservatives. Packaging is an essential feature of the product that influences the marketability of the same. The new brand will have an assortment of packaging but maintain specific corporate colors. The paperback tetra pack will have green color to portray the natural theme. Additionally, the package will have an image of the fruit on the cover depending on the content of each pack including images of pineapples, oranges, avocados; apples and papaya among may other fruits. As explained earlier, the company will package its products in two unique quantities, the half a liter package is suitable for travelers who wants a refreshments while the one-liter package is ideal for families. The diversity in the blend range ensures that the company satisfies every unique taste and preference in the market. The fresh juices manufactured by the new company will target families and travelers among other consumers of such fruit juices. The product therefore targets health conscious consumers who seek fresh and healthy juices. The company will carry out extensive marketing of the product in order to increase the awareness f the product in the market. besides the lower costs of the product, the company will maintain dedicated media campaigns through advertisements on radios, televisions and bill boards with the view of introducing the product and attracting the particular consumer group. The company will position the product as an effective and healthy replacement of the carbonated drinks that have numerous health implications on the consumer. The fresh juice blend will therefore offer a suitable alternative at a cheaper price. Additionally, the products offer longer lives and therefore will present an alternative and a solution to the home made juices that cannot remain viable for more than a day without effective refrigeration. Fresh juice consumers are health conscious individuals who purchase their products discriminately in a bid to curb the spread of cancer among other health related complications presented by carbonated drinks, which occupy the larger percentage of the nonalcoholic drinks market. Such consumers on the other hand do not like the tedious nature of preparing a juice blend at home. The new product therefore presents such consumers with an appropriate way of obtaining an appropriate and presentable product to such consumers at a cheaper price and with an increased life span. This helps solve some of the problems the consumers raise on the consumption of such products. Additionally, tetra pack uses paper to package its product a feature that is more environmentally friendly than the plastic bottles used by other manufactures in the market. The product will therefore appeal to the health conscious consumers who will also seek to preserve their environment by purchasing an effectively packaged product, which results in biodegradable packaging. This makes garbage management easier thereby facilitating the managements of cleanliness at home. Task three Marketing is the management function that seeks to determine, anticipate and sustain customer requirements (Kotler & Kevin, 2010). With an effective marketing, the company will develop a market niche and increase the brand awareness thereby increasing the market share of the fruit juice. The market research above results in the determination of a viable fresh fruit juice market in the country. Most manufactures of nonalcoholic drinks in the country manufacture carbonated drinks thereby leaving a large market untapped. Most consumers have therefore resorted in purchasing blenders to use in their homes. They therefore purchase fruits, which they blend whenever they want to take such juices. This creates a large market for any enterprising individual to set up a large plant to manufacture blended juice and package them effectively in order to appeal to the market. The nonalcoholic drinks market is viable. The products are preferred in specific occasions such as family gatherings, office meetings and during meal times in any family. Carbonated drinks manufacturers including Pepsi and coca cola have retained the biggest share of the market. However, the infiltration of local companies has increased the competition against such products thereby decreasing their market shares. The consumers of nonalcoholic drinks are increasingly becoming health conscious in their purchase and consumption of such products. This has resulted in the increase of blended fruit juices, which are healthier than carbonated fruit juices. However, such juices are not ideal for different occasions such as office meetings and during travels. This therefore creates a viable market for the manufacture of fresh juice blends. Reference Kotler, P. & Kevin, K. (2010). Marketing Management. Upper Saddle River: Pearson Prentice Hall. Read More