Marketing Campaign for Ocean Spray Cranberries - Essay Example

?Marketing Campaign for Ocean Spray Table of Contents Introduction 3 Promotion Mix 3 Price 4 Place 4 Product 5 Promotion 5 Conclusion 6 Recommendations 7 References 8 Bibliography 10 Introduction Ocean Spray Cranberries is a well known North American company which is engaged fundamentally in serving preservative food. The organisation was introduced in the year 1930 with the mission to serve the international customers with canned and bottled juice majorly focusing on the cranberry and grapefruit. The first product of Ocean Spray was launched in North America’s market as jellied cranberry sauce along with the cocktails of cranberry juice which gradually became one of the top favourite beverages in the then American market (Ocean Spray, 2012). In its recent practices, Ocean Spray intends to launch its product by using OrbitTM Easy Open lid with new design of bottles and canes in Australian market during Christmas. In the London’s market, Ocean Spray wants its modified products to be launched during the Christmas process. Promotion Mix Promotion mix is, in this paper, used to describe the features of OrbitTM Easy Open Lid. Procedure of launching the new modified products in the market by Ocean Spray has been described in the mix along with a few effective measures to promote the product. With this concern, the aspects of price, product, place and promotion will be taken into account for the development of promotion mix. Price The product price of Ocean Spray is suitable for the consumers. It is worth mentioning in this context that the customers, existing in the London market, are largely regarded as quality seekers rather than price seekers which in turn indicate that price might not be quite influencing in comparison to the quality features. However, the product prices of Ocean Spray must be consistent with the process charged by the competitors of the organisation which in turn may render the product with better competitive advantages to penetrate in the market. Introducing the product in new market may lead to a substantial increase in price of the relevant products. Hence, it should be mentioned in this regards that the rise in price of Ocean Spray’s products must be reasonable and suitable for the London’s market keeping in focus the consumption power of the targeted customers which may also be beneficial in obtaining better customer satisfaction (Mason & Brice, 2012). Place With due significance towards the features of the modified product offered by Ocean Spray, the marketer needs to select the place where the product can be launched for better accessibility to the targeted consumers. Notably, as the customers in London tends to be highly persuaded towards quality assurance, the places which attract majority of customers from the young generation and niche economic stature can be considered as the most suitable region for the launch of the product. It is due to the reason that these groups of customers not only tend to be health conscious, they can be attracted with regards to the product features through quality services. Moreover, as the product is intended to be launched during the Christmas vacations, the Charing Cross road and various other Christmas markets which attract a substantial number of tourists can also be regarded as the most suitable places for the launch of OrbitTM Easy Open Lid (Farmer, 2011; Official London Guide, 2012). Product Ocean Spray is one of the most experienced companies in manufacturing of canned and bottled foods. In order to bring innovation and gain competitive advantages in its product line, Ocean Spray intends to launch its product in the London market by giving its product a new look and shape using the OrbitTM Easy Open lid. The new packaging product selected by Ocean Spray to be launched in the Christmas markets of London comprises basically of juice and drinks, cruising dried cranberries, dried fruit, sauces, fresh fruit and oatmeal and among others. The consumers in London are observed to be highly inclined towards the variety in which the product is available and the features or qualities assured to be rendered through the purchase. Hence, it shall be highly beneficial for the organisation to attract the customers by raising their awareness regarding the user friendly and smart packaging of the product. Moreover, the variety of the product can also be a major attracting feature for the customers in the targeted market place (Ocean Spray, 2012). Promotion Promotional aspects can be regarded as a major attracting feature for gaining a larger accessibility to the targeted customers. It is not only important to generate the awareness amid the customers but is also required to enhance the sales prospect of the brand by persuading the customers for their ultimate purchase. With this concern, Ocean Spray can make use of a variety of promotional sources, such as the internet media with a broad reachability to the national as well as international customers. Media options such as television can also be considered as a vital promotional channel for generating awareness amid the targeted customers of Ocean Spray. To be mentioned, the quality features should be highlighted by a large extent in the promotional channels while informing the target market regarding the launch of the product (Armstrong & et. al., 2009). Conclusion Ocean Spray is a North America based producer of consumer products. Therefore, while launching its product with a new packaging system of OrbitTM Easy Open Lid, the company should take into account the various macro-economic factors such as cultural, social as well as legal and economic impacts prevailing in the London beverage industry. Notably, it is quite likely that being an international brand, the company may have to face significant challenges. Owing to this particular issue, the company should attempt to provide due consideration towards attaining competitive advantages in terms of brand awareness and customer preferences as well as satisfaction. Recommendations With reference to the above discussion, it can be stated that the intended product to be launched, i.e. OrbitTM Easy Open Lid, possesses various significant features that can be quite persuasive for the customers in London. It is due to the fact that the customers in the targeted markets are quite likely to have a busy lifestyle with a certain level of preference for luxurious and quality products. However, Ocean Spray needs to conduct an in-depth understanding of the current trend in the beverage industry of London along with the prevailing socio-cultural and socio-economic stances of the market which are quite likely to have a substantial impact on the brand’s sustainability and success in the London market. Gaining better in-sight to the business environment of the targeted market will also provide an idea of the competition level existing within the industry and thus assist the company to develop specific strategies to be more effective (Armstrong & et. al., 2009). References Armstrong, G. & et. al., 2009. Marketing: An Introduction. Pearson. Farmer, M., 2011. The London Prime Residential Market: Gilt Edged Returns Or A Minefield For The Unwary? Expert View. [Online] Available at: http://www.echarris.com/PDF/7877_MIPIM%202011_Expert%20View_WEB.pdf [Accessed May 10, 2012]. Mason, J. & Brice, L., 2012. Ocean Spray’s Cranberry Concentrate Clearing Price Stabilizes in Latest Trading Event. Ingredient Technology Group. [Online] Available at: http://www.oceansprayitg.com/downloads/news/Trading-Event-Press-Release-Apr-25-2012.pdf [Accessed May 10, 2012]. Ocean Spray, 2012. About Us. Who We Are. [Online] Available at http://www.oceanspray.com/Who-We-Are/Careers/About-Us.aspx [Accessed May 10, 2012]. Ocean Spray, 2012. Product. Sauce & Fresh Cranberries. [Online] Available at: http://www.oceanspray.ca/Products/index.aspx [Accessed May 10, 2012]. Official London Guide, 2012. London Market. Places. [Online] Available at: http://www.visitlondon.com/attractions/shopping/markets/markets [Accessed May 10, 2012]. Bibliography Fongsuwan, W., 1999. A Comparative Study of International Marketing Strategies between Japanese, American and European Multinational Companies: Thailand 1997. Centre for International Management and Development Antwerp. Kotler, P. & Armstong, G., 2008. Principles of Marketing. Pearson Education India. Read More