Feel Good addresses the need for variety and flexibility. The Company has been performing well because it has sold a million bottles of its products every month in the year 2007. This kind of performance is relatively good indicating that the company's market share is on a steady rise. The market for soft drinks is cross generational and surpasses most age groups. However more emphasis is placed on the younger generation because they are the ones who are keen on new products and easily embrace emerging trends. (Jefkins, 1994)
The company offers a range of chilled juices and fizzled drinks. The market is segmented into groups of people who take their meals at different times of the day. There are the lunchbox and breakfast markets.
The Company's main competitors are the well established names in the fizzled drinks sector. These are companies like Coca Cola and Pepsi. This means that the company has to compete against the strong brand image that Coca Cola has established. This company is also characterised by strong captivating advertisements and promotions. Pepsi is also acclaimed for its reputable brand image. Feel Good Drinks also has to compete against other companies that produce chilled juices. These include Tropicana and Minute companies. Some of the brands which Feel Good has introduced that compete against the latter mentioned companies include Tangerine, Mandarin and Apple; Golden Kiwi and Lime.
Key marketing objectives that need to be addressed
Establishing a strong brand image for Feel Good Company-the Company is competing against a number of well established companies and needs to impact consumers with a captivating image. (Assmus and Farley, 1984)
Making the products offered stand out- Customers need to be able to identify the company with something unique. There are a number of drinks in the market and Feel Good needs to inform customers that it is the best choice using its marketing tools.
Ensure that the products offered by the company make the customers feel good after purchasing the item-this is the main reason that will maintain a steady flow o customers because they will not regret the choice they have made to purchase the item.
Marketing communications strategy
Evaluation of marketing communication tools
The first alternative that Feel good can use is the internet. The internet allows the company to have a geographically wider market thus enabling the products to reach a wider audience. This communications tool has a low cost set up due to its low barrier in the entry to the products market. (Masaki and Helsen, 2004)
Another element is personal selling; this marketing communication tool could be used by the company to get its products in the market, pushing the consumers to the point of purchasing the products. Personal selling is a way of maintaining personal customer relations in which the sales person will be acting on behalf of the company, these person should be trained and should be having the personal selling techniques, though hiring them is expensive the company could use them because there is a genuine return on investments.
Feel Good can also use exhibitions to make new contacts and renewing old contacts. This will be used to increase the awareness of products to the consumers thus