Marketing Communication of Sosa Juice

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2.0 Evaluation of Current Market Situation

Sosa has been a successful product brand for three years.It has built a reputation by offering the most delicious, nutritious, health and functional beverages with no artificial flavours, colours or preservatives. The company is seeking to rise toward national prominence in the premium functional juice market.

2.6 Marketing Objectives

Sosa aims to obtain 10% market share, with 75% brand awareness of Sosa Super healthy juices in our target market, primarily targeting Georgetown and its suburbs in the first year. In addition, the company aims to:

 emphasize promotion and advertising

 innovate regularly

 develop new customer interactive program to engage with customers

3.0 The objectives of this Communication Program

The marketing plan relies heavily on product innovation and using the marketing mix to target different groups of target customers in the market since there are a number of competitors selling similar products and the customers have been receiving the same type of advertising campaign message for more many years. To date the company has relied upon word-of-mouth to reach it customers.

3.1 Sosa’s Target Audience

Primary Target:

• Working professionals becoming more concerned about their health.

• Frequent the gym

• Chose rich nutrition over taste

• Do not care about price

• Brand image is important

• Influenced by scientific research

• Concerned with how they look

Secondary target:

• Older adults looking to improve their health

• Looking for solutions to health problems

• Heart, cancer, hardening of the arteries and related diseases

• Influenced by scientific research

• Want to live longer

• Do not care about price

...

... middle of paper ...

...13 April 2014, from https://www.devex.com

Laitinen, J.-M. (2009). MARKETING COMMUNICATION PLAN. Case DNA Finland Ltd: How to Gain More Russian Prepaid Subscription Customers?, i-62.

Laric and Lynagh. (2010). The Role of Integrated Marketing Communications in Sustainblity Marketig. Procedings of ASBBS Annual Conference: Las Vegas, vol. 17, no. 6, 108-119.

Marketline. (2013, September). Retrieved May 15, 2014, from Global Juices: http://www.reportlinker.com/p0132105-summary/Global-Juices.html

Medina, S. (2014). Key Trends in Functional Food Products. Retrieved February 14, 2014, from Source: New Nutrition Business, Volume 15, Number 8, June 2010 Issue: http://www.foodproductdesign.com/articles/2010/11/key-trends-in-functional-food-products-teaser-con.aspx

Romaniuk. (2012). Five steps to smarter targeting. Journal of Advertising Research, Vol.52, Iss.3, 288-290.

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