Marketing Campaign for Ocean Spray - Essay Example

? Marketing in Practice----Assignment Marketing Campaign for Ocean Spray Contents Summary 3 Introduction 3 Main Findings 4 Recommendation 4 Conclusion 6 Reference 7 Bibliography 7 Summary The paper talks about the promotional plans of Ocean Spray, an agricultural co operative which is based in the US. The company provides a huge range of products in its portfolio and claims to be innovative with respect to its products. This case deals with the introduction of ‘OrbitTM Easy Open’ lid because it was researched and analysed that nearly about 40% of the women has problems in opening traditional glass jar. Thus Ocean Spray has invested huge amount of money on this re launch of the product with different packaging and style in order to suit the needs of the customers. Introduction Creativity plays a key role in the invention process of a new product. Creativity is the heart of innovation and innovative capabilities and with successful innovation organization positively contributes towards revenue generation (Kratke, 2012, p.3). new product development is often said to be the lifeblood for a company and is especially true in the modern world with many competitors in one field (Annacchino, 2003, p. 17) to Ocean Sprays is also known for its innovation and creativity which adds on to the strength of the company is a major contributing factor towards the success of the company. It has catered to the problem of opening lid and has planned to introduce its new ‘OrbitTM Easy Open’ lid. Ocean Spray plans to organise a promotional campaign which will take place in the Taste of London Christmas Exhibition. Main Findings Ocean Spray has planned to conduct a promotional campaign to promote its re-launching of “premium new jar”. For this it plans to organise a promotional stand in Taste of London Christmas Exhibition. The product decided for the re launch of Whole berry cranberry sauce and Smooth cranberry sauce which will be made available in a new jar of 250g jar with easy open lid (Marian, 2011). According to survey conducted by Ocean Spray 40% of the women about 40 plus age group, struggled to open the traditional jar. A new innovation in the category of glass jar lids has bought on a kind of relief who mainly relies on hot water, dish towels, in opening process of the jar. This mechanism which was coined by Crown Holdings Inc, had reduced the effort which was required to pen the jar. The appearance of the new lid is somewhat similar to the normal twist lid. The survey conducted found that Orbit lid was much easier to open than a normal jar out of the 100 respondent 85 of them considered it to be ‘much easier’ (Packaging World, 2012). therefore this was proved that the open lid would satisfy the customers and would provide an easy way to access he bottles. According to an article, the market has opened wide for easy open cans. With several new and modified new styles, companies are providing the customers with more convenient choices of their meals. As per the can manufacturer institute, the can shipped for human food consumption has exceeded about 25billion per year. Recent survey has revealed that in US more than 70% of the consumers eat few meals which are on the run each week (Wiemer, 2005). Recommendation Based on the innovation and the rate of acceptance the company has decided to participate in the Christmas Exhibition to be held in London. Before participating in the exhibition, it is necessary to promote or to generate awareness in the mind of the customers about the new product. So at the initial stage promotional campaign such as advertisements would be aired in some channels mainly in food channels to generate awareness. The advertisements would also run on the other channels which are the most viewed channels by the mid level age groups, this is because the product is mainly aimed at the mid age level and the survey was also conducted on the women who belong to the age group of 40 plus. Therefore running advertisements would help them to know about the new re-launch of the product with an easy open lid allowing them to easily open the jar. In addition to the advertisements, hoarding and bill boards will add on to the promotional activity. A big banner, situated in the peak area would allow consumers to look at it and know about its re launch. The exhibition is also a big platform to re launch the product. There are thousands of people visiting the exhibition, thus making the avenue attractive would provide success for its target people. The company can provide sample jar bottles with easy open lid to customers entering their stalls, this would help experience the customers with the jars and the marketing team would be able to analyse whether it is being accepted by the target market and such. Also as a promotional method it can allow free jar to customers who purchase the product, at a purchase of two jars. This would allow the customers as well as the company to get a better view of its products. Apart from the promotional method, pricing issue should also be considered. Pricing should be done at the competitors based pricing. This is because almost all food companies innovated and adopted the easy open lid system, thus charging a high price than the competitors in the market would not be effective for Ocean Spray. Conclusion However it can be said that promotion one of the most important tool in launching of a product. It is through promotion that customers become aware of the product and accept it. However a huge responsibility lies with the marketing team to portray the product rightly to its target market and achieve the required sales. A huge budget is generally cited for the promotion and Ocean Spray is ready to spend a huge amount for its promotional success. Ocean Spray known for its creativity and innovation, has once again proved that it not only aims for higher profits but also looks after the needs and demands of its target customers. Thus with the re launch of the product in a completely new jar with easy open lid, the company has created a benchmark not only for itself but also for its competitors. Reference Annacchino, M. A., 2003. New Product Development: From Initial Idea to Product Management. USA: Elsevier. Kratke, S., 2012. The Creative Capital of Cities: Interactive Knowledge Creation and the Urbanization Economies of Innovation. UK: John Wiley & Sons. Marian, P., 2011. UK: Ocean Spray to re launch cranberry sauce range. Available at: [Accessed 11 May 2012]. Packaging World., 2012. New easy-open lid for glass jars. Available at: Accessed 11 May 2012]. Wiemer, G., 2005. The market opens wide for easy-open cans: several new styles give consumers more choices for convenient meals on the run. [Online]. Available at: [Accessed 11 May 2012]. Bibliography Brooke, M. Z. and Mills, W. R., 2002. New Product Development: Successful Innovation in the Marketplace. USA: Routledge. Paley, N., 2006. The Manager's Guide to Competitive Marketing Strategies. USA: Thorogood Publishing. Steptoe, J. and Lewis, E. B., 2003. Creativity. USA: Houghton Mifflin Harcourt. Read More