An outline marketing plan for the next year for Atlantic Quench 308 Essay

An outline marketing plan for the next year for Atlantic Quench 308 - Essay Example This paper will present an outline marketing plan report that suggests a marketing strategy for AQC cranberry juice for the next one year. It will highlight the positioning, marketing mix, and marketing communication strategy for the company, which will based on a provisional budget that seeks to attain 20% growth in the next one year. In the UK and across the world, juice is consumed in numerous households. However, in the past decade, the juice market has suffered the adverse effects as the popularity of diets that are low-carb in nature has increased. The constant price sales between 2008 and 2014 have declined by up to 15%, although sales are expected to increase slightly by the end of 2015 (Falguera & Ibarz, 2014: p47). Still, there has been growth in the functional and healthy juice product line with consumers presently looking for natural and healthy juices. A recent survey by Mintell (2012: p33) concluded that approximately 90% of the juice consumer market are now actively looking for products that are 100% juice, while nutrient of vitamin enhancement was essential for ~65% of consumers and 25% and 50% of consumers look for low-carb and low-sugar juice products respectively. Mintel (2012: p33) identifies relatively high consumption of juice fruit in households with high income and children, along with hous eholds with younger adults as the heads. Households with children, overall, show increased rates of juice consumption, which emphasizes the importance of young families to the fruit juice market. This paper will present a report on AQC’s marketing plan for the next year between January and December 2015. The marketing plan’s aim is to capture at least 20% of the juice industry market share within this period of one year. The juice market has a high level of segmentation with refrigerated juices holding more than 40% of the segment, while also showing an increase of 4.2% between 2012 and 2013 (statista.com, 2013: