Marketing Strategy of Organic Yogurt



Marketing Strategy of Organic Yogurt

Organic Yogurt

Yogurt is considered to be the refreshing and healthy product whose main ingredient is milk. Yogurt is consumed plain as a snack or used in cooking, which possess favorable bacteria that give several benefits to health. Organic yogurt includes lesser chemical addition as compared to conventional yogurt. Introduction of packaged organic yogurt product will ensure the avoidance of possibly harmful additives and chemicals for consumers.

Organic products are extracted from animals that are not treated with antibiotics or growth hormones according to the Department of Agriculture of United States of America (Rivers, 2010). Consumers can avoid possibly harmful antibiotics and hormones by choosing organic product instead of yogurt that is produced conventionally. People may tend to build up resistance to antibiotics by the excess in use of antibiotics in farm animals ranching according to the Food and Drug Administration.

Several conventional yogurts are filled with sweeteners, artificial flavors, and chemicals. By choosing organic yogurt over conventional yogurt, buyer will get a product that includes milk with lesser additives and active cultures. Yogurt treated with a heath does not contain beneficial bacteria, which has to be avoided by people. Consumers of yogurt must avoid conventional yogurt that contains stabilizers or sweeteners, instead consumers can add fruits in organic yogurt rather than chemicals and needless sugars.

Marketing Mix

Product

The product is currently clearly at the market introduction stage. This is because this product is new and has been brought into the market only recently. The product is basically the food item i.e. organic yogurt in a packaged cup to preserve it best for consumers. Organic yogurt includes lesser chemical addition as compared to conventional yogurt. Introduction of packaged organic yogurt product will ensure the avoidance of possibly harmful additives and chemicals for consumers.

Price

Price setting is an issue of crucial relevance. Therefore the price for this product will be established in a manner so that the availability of the product to the middle class can be ensured as well as the market, product quality, product position pricing approach and strategy. Essentially, the product will be priced at a low level. The prices will be taken affordable and comparatively lower to the competitors as penetration strategy is being used for the latest product. Low prices will attract the new customers and make many customers give the latest product a try. Organic yogurt will then be able to gather a large amount of customers for its new product.

Promotion

The promotional strategies would be simple but extremely effective due to the fact that they will be focused to target the youth. Moreover, extensive promotion would be carried out in the form of newspapers, television, radio, magazines and internet (mainly social sites). The product will seek to make extensive use of the power of electronic promotion channels. In this regard, the product will be launched through a promotional scheme that will involve a competition. The competition will invite people to develop promotional posters for the product and to brand it in the ...