STRATEGIC MARKETING

Strategic Marketing

Executive Summary

The main purpose of this paper is to discuss the strategic marketing plan for a B2C firm in Irish market to increase sales. This report will attempt to present the marketing plan for Fruit Infusion; a fruit mixture, tea-bag type product based on the teabag principle. The marketing plan will provide an in depth insight into the product and detail on the characteristics of the product that make it reliable enough to increase revenue. This paper discusses the many integral components of the marketing strategies that include pricing strategies, promotion strategies and other strategies that the product will have to adopt if it wishes to enter the Irish market.

Strategic Marketing

Introduction

The fundamental purpose of this discussion is to engage in an in depth study of Fruit Infusion, in order to explore the marketing strategies that are used by Fruit Infusion. In addition, the discussion will also consider the marketing strategies that the business can use if it enters the Irish market. In order to do so adequately, the discussion will give consideration to the external environment of the Irish; in the context of B2C consumer culture.

Details of the Product and an Evaluation of Marketing Strategy

Fruit Infusion is a tea bag product that will be launched in the Irish market. The product is of a unique colour that is meant to stand out, and the taste is meant to give the consumer a fruity taste. The serving of Fruit Infusion is ideal when it is cold and fresh In essence, the purpose is to come across as a refreshing drink. To this end, the production of Fruit Infusion includes the use of natural fruits and extracts from naturally occurring organic elements. The marketing strategy for Fruit Infusion highlights the organic and Rainforest friendly nature of Fruit Infusion's production process.

Marketing Strategy

Fruit Infusion makes use of an innovative marketing strategy that allows it to gain a competitive advantage in the market. The following passages will elaborate on the marketing strategy of the company.

Product, Brand and Positioning Strategy

The idea behind the positioning strategy in use by Fruit Infusion seeks to provide Fruit Infusion with a competitive advantage. Fruit Infusion uses the positioning strategy to stand out amongst the rest. The product positioning strategy at Fruit Infusion seeks to allow Fruit Infusion to come forth as an environment friendly product. Fruit Infusion positions itself as a health conscious drink that is meant for the environment conscious and health conscious consumers. This is a product position strategy that makes Fruit Infusion a unique product in the market (Arrow 2000, pp.40).

Creative Strategy

The creative strategy used by Fruit Infusion seeks to give Fruit Infusion a unique direction. The creativity of Fruit Infusion's strategy is prominent in the fact that Fruit Infusion chooses to market the product as a sophisticated beverage. The product boasts of style, class and standard. It is not unfair to infer that the essential rationale behind this strategy is to bring Fruit Infusion forth as a beverage that aims to replace tea altogether ...