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Key Topics
Requirement
For this assignment, you will have to decide which consumers you should target. Be very specific in defining the target market. Demographics, Geographics, Behavioral characteristics as well as Psychographics should be stated. For this assignment, you will need to review the
“segmenting dimensions” exhibit in Chapter 8 as well as the Notes for Chapter 8, which contain additional information regarding using Psychographics as a segmenting dimension.
Solution
Introduction
In this present paper, we will discuss the marketing plan of introducing energy tea for the company Swiss premium tea which is owned by Dean Foods and the company produces ice tea products. Dean foods are a public American beverage and food company that is founded in 1925. The company is specialized in dairy products. The distributors and plants of the company are located in the United Kingdom and the United States. The company is located in thirty-five states of America with a hundred facilities (Dean Foods - Dean Foods et al., 2016).
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Target Market
Our product is energy tea which is made from all-natural ingredients. It is tasty, refreshing and enriched with an appropriate amount of vitamins and other various functional ingredients which allow the consumers to overcome routine challenges of hectic life from a cognitive and physical perspective. The target consumers are from the age group of 18-45 years from the United Kingdom. The citizens of the UK are fizzy drinkers, and our products are suitable for them to recover from their busy life. The beverages in the country include ready to drink teas, shots, enhances waters, sports drinks, and energy drinks but energy tea is a new concept that attracts a large number of consumers mainly to baby boomers who are interested in natural products.
Segmenting Dimensions
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Demographics: The product is mainly for three diverse audiences namely, teens and students, business and corporates, anybody who need long hours concentration and attention such as computer operators, accountants, technicians, software programmers, auditors, and others. The target age group will be 18-45 years.
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Geographic’s: The geographic segmentation is the urban areas of the United Kingdom because there is having the most working population who require energy drinks to increase their working hours and the energy tea helps them to be active for coping with daily demands. The natural ingredients help to maintain their health.
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Psychographics’: The urban population of the United Kingdom is health-conscious, and the lifestyle of consumers is health for which our product is completely suitable for them. The natural ingredients of the product attract a large number of consumers.
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Behavioral: The urban population of the United Kingdom is more knowledgeable, and they are more health-conscious, so they positively respond to the products because of its natural ingredients (Fahy et al., 2012).
Competitors Analysis
The major competitors of Dean Foods are dairy farmers of America, Inc., Dreyer’s Grand Ice cream holdings, Inc., and National Dairy, LLC. The other competitors are General Mills, Inc., Campbell Soup Company, and White wave Foods Company. The competitors provide similar dairy products, and Campbell Soup Company is having the highest price value of 9.02x whereas the Dean Foods Company has 2.40x. The dairy farmers of America are located in the United States whereas Dean Foods is located in the United States and the United Kingdom. Dean Foods have five manufacturing plants in Netherlands, Belgium, UK, and France whereas dairy farmers of America are located in seven geographical areas. The dairy farmers of America lie in agriculture industry whereas Dean Foods comes under Food processing industry. Dean Foods have the strong manpower of 21,915 employees whereas the dairy farmers of America have 5,000 employees worldwide (Dairy Farmers of America | Dairy Marketing Cooperative et al., 2016). The marketing strategy of the company is to serve the best product to the community with the innovation.
Product positioning
The product will be positioned in the market through promotional activities such as advertising, branding with the strong distribution channels across the urban areas which are convenient according to the target consumers. The product will be available in middle size markets, online stores, concept stores and supermarkets. The marketing activities include online marketing channels and magazines, corporate special events, free sampling and trade shows, mass media advertisement, flyer distribution and social media advertisement (Wang et al., 2016).
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The marketing plan of introducing energy tea is a new concept for which the target consumers are from the age group of 18-45 years in the urban areas of the United Kingdom. The product is useful in maintaining the healthy lifestyle which is preferred by working for population, and they are interested in purchasing these types of energy drink products. The behavior of target audience is to eat healthily and drink healthy which is included in our product. The products help to increase the capability of individuals for working long hours with its natural ingredients. The marketing of the product is done through corporate events, free sampling, and discount vouchers which help to promote the products. The major competitors are dairy farmers of America, Inc., Dreyer's Grand Ice cream holdings, Inc., and National Dairy, LLC so the price strategy is to introduce the product with low price which helps to attract a large number of consumers.
References
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Dean Foods - Dean Foods. (2016). Deanfoods.com. Retrieved 15 October 2016, from http://www.deanfoods.com/
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Wang, X. S., Xie, Y., Jagpal, H. S., & Yeniyurt, S. (2016). Coordinating R&D, Product Positioning, and Pricing Strategy: A Duopoly Model. Customer Needs and Solutions, 3(2), 104-114.
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Fahy, J., & Jobber, D. (2012). Foundations of marketing. McGraw-Hill Education.
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Dairy Farmers of America | Dairy Marketing Cooperative. (2016). Dfamilk.com. Retrieved 15 October 2016, from http://www.dfamilk.com/
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