The main objective of marketing is to target products to consumers who are ready to buy. In certain products or services require additional push. What really needs to be done is that marketers and the company at large need to develop creative ideas to tide them over until the market returns Firms needs to study their market and customers so as to understand why certain product categories are not performing well and decide which buttons needs to be pushed so to get targeted customers excited (Sensis, 2016, p, 43). This paper will provide recommendations to Bickford’s Australia on how to effectively market Premium Juice among the young females aged between 18 to 32 years.
The main objective of the marketing plan to ignite interest around Premium Juice more so among the young females aged between 18 to 32 years using a strong USPs technique. Since the primary target market for the company are the young females, the firm should proceed to conduct market research about this target audience so as to know how best to tailor make the Premium Juice so that it can be appealing to them. By clearly identifying the target market, it Bickford would be able to capture their attention since their needs and goals are front and centre (Porter, 2015, p, 39).
Moreover, the market research would inform the company of which marketing channel/medium to use to ensure majority of its target audience are reached. In this case, the fact that the target audience are young females of ages between 18 to 32 years, the best medium to use would be social media. Markets are made up of consumers who have varying tastes and preferences hence fulfilling all this needs becomes challenging for firms to meet. As a result, by limiting the target audience, it becomes easier for firms to be able to know to meet the needs of its target market. When marketing, Bickford would be able to communicate and inform its target audience of the value that the product is offering. Bickford would be able to communicate the unique selling proposition (USP) of its premium juice.
Since the company is targeting young females, it should rely heavily on social media networks since these age groups spend a lot time on various social media networks hence the company would be able to reach a majority of them. The message been passed on to them should focus on informing them on the value they would get from consuming the product. The company should also have billboards that have colorful in Victoria and which have images of people drinking and enjoying the premium juice. The organization can also offer a few free sample to the target audience within Victoria (Lazer, 2009, p, 69). This would enable the company to get immediate feedback from the consumers and which would also go a long a way in spreading the word through word of mouth of the products of the firm.
Targeting the audience of the young females would enable the company to tailor make the juice to meet the specific needs of these group. For these group, the company may develop juice which have little sugar and some of which have sugar. This would ensure that those who are health conscious are catered for. Since these target group like spending a lot of time on various social media networks like Twitter, Facebook and instagram among others, the company should aggressively maximize on using them since it has a wider coverage and is less costly (Kotler, and Armstrong, 2012). The company may upload short clips of other young females enjoying the juice or use celebrities to ensure that the attention of the targets is captured.
As earlier noted, the preferred media channel to be used would be the various social media outlets like Twitter, Facebook and instagram among others. Marketing/advertising using the various social media networks would provide numerous benefits both to the company and the target audience (Sajid. 2016, p, 3). Some of the benefits include,
In addition to Facebook, Twitter has 310 million monthly active users, Instagram has over 400 million, and Pinterest has more than 100 million. Having accounts on one or two gives companies exposure to millions of people.
Social networks are a perfect, cost-effective measure to be used to get ones brand in front of fans and potential customers. Facebook, Twitter, LinkedIn and Pinterest makes it possible for firms promote and share content at no additional cost.
Improved brand loyalty
Apart from increasing the reach of one’s brand, social media makes it possible for organizations to increase brand loyalty to their customers. Based on one that was carried out by The Social Habit established that 54% of people that follow brands on social media are likely to stay loyal to these brands. Social media goes beyond pitching for sales. Instead, it guarantees a two-way communication which makes it possible for organizations to create a meaningful relationships with present and potential customers (Sajid, 2016, p, 5). This actions goes a long way in making them feel more confident in their decision to put their trust in one’s business, and it motivates them to select ones brand in the future.
When firms are sharing content on the various social media, it gives the users a reason to click-through to your website. Without social media, organizations would be limiting their content to users who are already aware of one’s brand or are searching for keywords you rank for. By utilizing social media to one’s marketing plan, companies are adding more paths which are directing back the users to one’s website (Hemann, & Burbary, 2013). The higher the quality content that firms share on their various social accounts, the more inbound traffic they shall generate while at the same creating a buzz and conversion opportunities.
Revenues generated/Return on investment
This is perhaps the most common and widely used technique to gauge how effective the marketing campaign was. It is the most important technique— what percentage of the entire firm y revenue can be traced back to the firms marketing team’s efforts? In the event the company posted increased revenues (above $750,000) after the campaign, it would signal that the campaign was effective and vice versa. At the end of it all, checking the effectiveness of the campaign is to gauge if the cash spent on marketing plan has resulted in a profit.
Customer base/market share
Increased market share or increased customer base is a positive indication that the marketing campaign was effective and that the targeted customers easily bought into the message passed on to them. Increased customer base is proof that the products meet the needs and preferences of the end consumer (Brogan, 2010).
Responses from the customers
Customer response may assist to gauge the type of reactions your marketing creates. Surveys online and in person, may reveal what ones customers think of one’s product.
Responses/Actions from the competitors
The actions of ones rivals May oftenly inform the success or failure of one’s marketing plan. If rivals rush to imitate what one has done, then campaign is effective (Kaplan, 2009, p, 63). If ones campaigns is ignored or there is an immediate adverse response, it might be an indication of the ineffectiveness of the campaign.
With regards to generating publicity/media exposure for a good or service, attempting to establish the amount of time it might take to launch and maintain a successful marketing campaign is a hard nut to crack. What is the maximum length of a campaign and how much effort shall it require get the job done? Several studies have shown that, an effective marketing should last between 45 to 60 days. By exposing ones client base to a directed marketing message for this period of time long way in guaranteeing that the company has shared the information for a long period of time in order for the targets group to receive the message (Kotler, and Armstrong, 2012). In the event that the campaign period is below than 45 days, then the company would be minimizing the possibilities of its clients to see and grasp the message that the company is sharing.
From the above information, Bickford is seeking to ignite interest in juice among young females in Victoria. For the firm to succeed, it needs to know the tastes and preferences of this group. By using social media, the firm would be guaranteed of reaching many of this target group.
Brogan C. 2010, “Social Media 101: Tactics and Tips to develop your business online”, Wiley Publishing Inc. New Jersey, United States.
Hemann, C., & Burbary, K. 2013. Digital marketing analytics: making sense of consumer data in a digital world. Indianapolis, Ind, Que.
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Kotler, P. and Armstrong, G. 2012: Principles of Marketing: 11TH Edition. (New York: Prentice Hall)
Lazer W, Kelley EJ 2009. Social Marketing: Perspectives and Viewpoints. Homewood: Richard D. Irwin
Porter, M.E. 2015: Competitive Advantage: Creating and Sustaining Superior Performance. The Free Press, New York
Sensis (FIRM). 2006. Small business, big opportunity: winning the right customers through smart marketing and advertising. Melbourne, Sensis.
SI, Sajid. 2016. “Social Media and Its Role in Marketing.” Journal of Business and Economics Vol 7, No 1 pp 1-5.