Business – 8.2 Marketing strategy – Approaches to marketing strategy | e-Consult
8.2 Marketing strategy – Approaches to marketing strategy (1 questions)
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Target Market
- Young adults (18‑35) in urban areas who value sustainability and are willing to try new health‑focused drinks.
- Segmented further by lifestyle (gym‑goers, environmentally conscious consumers).
Positioning Statement
“The only carbon‑neutral, all‑natural beverage that delivers great taste while helping you reduce your environmental footprint.”
Key Promotional Tactics
- Digital Campaigns: Influencer partnerships on Instagram and TikTok showcasing the product’s eco‑benefits.
- In‑store Sampling: Pop‑up booths in supermarkets and gyms to drive trial.
- Cause‑Related Marketing: For every bottle sold, a tree is planted; communicate progress via a live tracker on the brand website.
- Price Promotion: Introductory 20 % discount for the first three months to encourage trial.
- Public Relations: Press releases to health and sustainability magazines highlighting the product’s unique formulation.
Measurement of Progress
- Monthly sales volume compared to the target volume required for 10 % penetration.
- Market share data from retail audit firms (e.g., Nielsen) each quarter.
- Digital metrics: reach, engagement, and conversion rates from online campaigns.
- Number of trees planted as a proxy for units sold (linked to the cause‑related pledge).
- Customer feedback surveys to assess brand perception and repeat purchase intent.