Marketing Strategy For Launching Logan-Fruit In Australia

Marketing Initiative

Discuss About The Marketing Strategy United States Of America.

government organizations. The company is focusing on bringing health benefits for the kids and the families of Logan. The company has decided to launch fruit drink for children. The company will launch the products in cities like Melbourne, Sydney, Brisbane, and Perth. This fruit drink will be launched under the name Logan-fruit (Logan Together, 2017).

 This drink will be launched in red tetra pack as ready to serve fruit drink. This fruit juice will provide a refreshing fruit taste that will create huge demand for the product. The company will use various promotional tools to create awareness for the products among the children.

Logan Together Company has a strong positioning in the world and it is available in several countries worldwide. This product is available in all over Australia. The company is targeting children in Australia of age group 5-14 year. Children are more attracted towards bright and vibrant color, keeping this in mind the company decided to launch the product in red tetra pack. This product will be easily available in malls, supermarket, schools, playground, canteens, railway stations, corner shops these are approachable for the children to buy. The company will provide free samples to the children to create awareness about the product. Company will run some promotional activities that are playful in nature to attract the children in Australia.

Logan Together Company is the child welfare organizations in Australia. Under this brand name, the company has decided to launch fruit drink targeting children of age 5 to 14. The product will be launched under the brand name Logan-fruit. This juice will provide a refreshing fruit taste that will increase demand for the product among customers. Its strong brand positioning will create brand loyalty for the product. The company will play its advertisement in television, radio and newspaper so that the children get attracted towards the product. Various promotional campaigns run by the company in schools to create brand awareness about the product among the children. The vision of the company is to provide healthy and the nutritious drink to the children of Australia (Lamb, Hair & McDaniel, 2011).

Selection of the Target market

Target market is the market where the company wants to sell its services and products to the customers who are targeted towards its marketing efforts. The company in Australia is targeting kids section. It is described by demographic, psychographic, geographic, buying power.

• Demographics: Logan Together Company will be targeting children of age group 5-14 years of lower income groups, any family size, both male and female, any language and children studying in schools.
• Psychographic: As the Logan Together has strong brand positioning in Australian, market and the children are also aware about the brand, which in turn helps them to accept the product. The children will ready to accept the product with reasonable price and has good health benefits.
• Consumption patterns: The children will purchase the product mostly from the school canteen, railway stations and playgrounds so the Logan Together company will start supplying the product to the retailers selling in that area to increase the demand for the product.
• Geographic: The Company will introduce the product in the cities like Melbourne, Sydney, Brisbane and Perth. Tropical climate is best suitable for the product.
• Buying power: The Company is targeting lower class people of Australia, as the company aims in providing health benefits to the children of Australia (Insights, 2018).

Marketing Objectives

The product will be launched in a red tetra pack with the name Logan-fruit. The packaging of the product will play a major role in creating its brand positioning as it is easily be noticed, carried and consumed by the children. Company will use environmental friendly technology to manufacture fruit juice for the children that is healthier and hygienic for them. The company used various promotional campaigns to promote the product. Advertisements in the television, mall activities, strong digital presence and visibility at retail outlets will create strong awareness for the product among the children. Its hygienic, fresh and refreshing taste will promote the parents to buy the drink to their children. Positioning strategy of the company is the unbeatable and broad plan designed precisely for achieving the objectives of the company (WordStream, 2018).

Logan Together Company will launch a fruit juice drink targeting to the children in Australia. It includes ingredients like sugar, fruit pulp, water and ascorbic acid. The company will use innovative promotional tools to increase demand for the product and sales of the company. The competitors of this fruit drink are the daily drink company, Frooti, Pepsi, Tropicana, fruit juice and b natural.

Product

 The Company will launch its product in Australia in red tetra pack as the color attracts the children easily. The packaging of the product will be unique and innovative that it can easily create its visibility among the children. It will be introduced in sizes of 250 ml, 500 ml (maRs, 2018).

Price

 Logan Together a Customer-centric company and has adopted economy pricing policy to match this concept. The company has allotted price to its product according to the preferences, requirement and income levels of its customers. Logan Together has adopted Economy-pricing strategies, as it wants to create a larger customer base in Australia. Children can easily purchase the fruit drink, as the drink offered by the company is affordable and reasonable. It is available in price ranges of $4 and 8. The company should focus on setting prices that is beneficial for both the company and the customers (Marketing Teacher, 2018).

Place 

Logan Together has a strong brand image in Australia. The company will launch its fruit drink in various cities of Australia. The company believes in updating its distribution channel to create a large customer base in order to increase demand of the product. The product will be easily available in school canteens, stores near playgrounds, discount stores, malls, bus stations, railway stations, hypermarket and supermarket (Mind tools, 2018).

Target Market and Positioning

Promotion

Logan Together is one of the most trusted brands in Australia. The Logan Together will launch a fruit juice by the name Logan-Fruit catering to the requirement of the parents in Australia demanding hygienic and fresh drink to their children. Innovative and playful nature of advertisements helps the company in creating its brand awareness and visibility among the children. Its advertisement on hoardings, billboard, television, magazines and radio will help the company in effectively promoting its product. The company has distributed free packs to the children in schools to create its awareness among them. They also explain the importance of fruits to the children to maintain the loyalty of kids towards the brand. This promotional campaign will create a positive image and visibility in the viewpoint of children and their parents. The Company created a tagline healthy and tasty drink helps the company in maintaining its position in the Australian market (Smartling, 2018)

Logan Together Company has evaluated that they must provide customer driven quality, building organizations relationship with customers, build trust, loyalty and confidence among the customers. Logan Together Company needed to develop and design strategies for increasing demand for the customers.

The company must take customer feedback for its performance standards to determine customer satisfaction. The company must identify the customer needs, discovering customer priorities through social networking sites, hotlines and comment cards.

The areas creating problem needed to improve to avoid reoccurrence of the problem.

Logan Together Company will now focus on improved quality, design, and delivery time that is loved by the children and results in profitability of the organization.

The company ensures that it delivers refreshing and sweet taste, so that it increases the customer base of the company.

The Logan Together company should focus on new packaging of the product so that the children are more attracted towards the product and it will increase their interest in the product.

The company has evaluated that the promotional tool used by them should be more advanced so that it increase demand for the product among the customers (Ferrel & Hartline, 2007).

The Logan Together company will implement its marketing initiatives and objectives to increase the company sales and increasing its demand among the Australian consumers. The company must follow all its objectives maintaining its quality and awareness among the children. The company should ensure that it carries all the promotional campaign in order to increase its customer base. The company is Australian most recognized brand (Marketing91, 2018). The company should focus more on quality to enhance its goodwill among the customers. The company should follow its environmental friendly advanced technology to manufacture its juice. Gantt chart is discussing as below for this company:

On the basis of above discussion, there are many areas where there is scope for the company to improve and boost its market position.

• Logan Together Company should target the markets of New Zealand also to increase its market share in comparison to its competitors.
• Logan-fruit should be made available in different flavors other than mixed fruit like mango, orange, guava, apple and pineapple.
• The company should change the packaging of the product by changing the color of the tetra pack and the product should be available in cans and plastic bottles.
• The target customers for the brand are the children. The Company should also target the youth generation.
• The fruit juice should be promoted as a retail chain outlet in Australia. This outlet contains all the varieties of the Logan-fruit in different quantities. This outlet should also contain play games for the children. This move will help the company to capture the major population in Australia.
• The nutrient part of the Logan-fruit should be mentioned on the packaging so the parents are aware of the product as they purchase Logan-fruit as a health drink for their children
• Logan-fruit can go for more retailer margins, as the retailers gets more margin they will promote the fruit drink more effectively and efficiently.
• It should be the best in terms of customer service, customer value and quality (Management Paradise, 2018).

Conclusion

On the basis of above discussion, it is concluded that the fruit juice launched by the Logan Together company is targeting children of Australia that relate to the current scenario of health and fitness among the consumers. Logan Together Company has introduced the product at very lower prices to attract a large number of consumers. Company has created various interested promotional schemes to create strong brand awareness and visibility of the product in the mindset of the consumer. Company has introduced an environmental friendly product with its advanced technology to create a fruit juice that is healthier for the children. Company has given advertisements in the newspaper, magazines, radio, billboard and television to create awareness about the new product launch by them.

Logan Together Company of Australia has made a commitment of quality to its partners and stakeholders. The vision of the company is to become an Australian leading fruit juice company by offering superior quality, healthy and nutritious juice to its customers. The company wants to be best in terms of quality, customer service and satisfaction.

References

Ferrel, O.C., & Hartline, Michael. (2007). Marketing Strategy. United States of America: Cengage learning.

Fruitjuiceaustralia.org. (2018). FJA. Retrieved from: https://fruitjuiceaustralia.org/fruit_juice_australia/qa-juice/.

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Lamb, CW., Hair, J F., & McDaniel C. (2011). Essentials of Marketing. United States of America: Cengage Learning.

Logan Together. (2017). Why Logan together?. Retrieved from: https://logantogether.org.au/.

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Marketing91 (2018). Marketing mix of Frooti- Frooti Marketing Mix. Retrieved from: https://www.marketing91.com/marketing-mix-frooti/.

MaRS (2018). The Marketing mix in marketing strategy: Product, Price, Place, Promotion. Retrieved from: https://www.marsdd.com/mars-library/the-marketing-mix-in-marketing-strategy-product-price-place-and-promotion/.

Mind tools (2018). The Marketing Mix and the 4Ps of Marketing. Retrieved from: https://www.mindtools.com/pages/article/newSTR_94.htm.

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Smart insights (2018). The Segmentation, Targeting and Positioning model. Retrieved from: https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/segmentation-targeting-and-positioning/.

Smartling (2018). Market Positioning Strategy guide. Retrieved from: https://www.smartling.com/market-positioning-strategy/.

Stick PNG (2018). Download Tropicana Logo transparent PNG. Retrieved from: https://www.stickpng.com/img/icons-logos-emojis/pepsico-company-brand-logos/tropicana-logo.

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