Definition of company Target Market
The target market for my new non-alcoholic beverage business will be based in the Chula Vista area of San Diego. The area is known to have a high population growth rate in the country. For a new business that has just started operations, I believe the area South Bay Community will welcome my new product. This is because the company, Wheat Grass Smoothie Shop, will avail more activities in the location (San Diego County, 2001).
The success of my new non-alcoholic drink in the community will be based on the demographic profile of citizens in the region. The number of kids that have moved into the community for various purposes like schooling and sports will promote the sales of the business. The reason being that new business opportunities for the expansion of playgrounds will be created; hence new markets will be established for selling the new product. Besides, San Diego is a hotbed for sports such as football and baseball, which will profoundly increase the population of kids especially kids coming from neighboring towns. Therefore, the beverage business will be a success for not only the kids who will be buying the drink, but so will their parents and the visitors who attend such events (Hinkelman & Ebrary, 2004).
Analysis in Terms of Demographic Terms
The Chula Vista Community will be experiencing different visitors with the majority being baseball and football players from surrounding high schools and colleges. However, a keen study of the Chula Community reveals that non-alcoholic beverages offered at the location are limited. This is because businesses dealing in the beverage line are countable. Moreover, providers only offer locals with similar tasting drinks.
Thus, there is a lack of variety of drinks sold in the area. The market demographics of the community will be as follows. Small League players will be 30% of the customers, High School Customers will be 50% and other visiting customers will occupy the remaining 20% of all the customers. Besides, the targeted age of the targeted market will be between the ages of 7-25 years while the sex composition in the ratio of boys to girls will be 80%-20% (San Diego County, 2001).
Competition
At the initial stages of marketing and selling in the community, I will market my beverage through other businesses like grocery stores and supermarkets to reach the highest possible population for the targeted market. Currently, the number of companies dealing in non-alcoholic beverages are few in the community. Therefore, the new company will not face any real competition as the majority of dealers specializes in liquor. However, the closest competition I will face in the community is a supermarket that ironically offers only one brand of non-alcoholic beverage to the locals.
Therefore, in light of the competition provided in the targeted market, I will be able to succeed in the business of marketing and selling non-alcoholic beverages to the community as I will base on the weaknesses and strengths of the company in the community. My strongest point in the success of the company will be based on the fact of the community’s high growth rate. The area still lacks real companies that deal in quality non-alcoholic beverages even though the community is a major hub for sports. In the recent past, the areas I researched were full of grazing fields that do not exist today as they have been replaced by new buildings.
Therefore, this means the community is being urbanized, and an increase in population, especially for kids and teenagers, is imminent. Secondly, the business will be able to compete favorably in the community because of my relationship with the area and various business owners. These contacts will assist me in obtaining various tenders and grounds to either sell or supply new products at different locations, playgrounds, and schools (Levinson & Levinson, 2008).
Moreover, to differentiate me from other competitors in the region, the business will take certain measures and precautions that will also be the objectives of the enterprise. Firstly, I will sell products to the community that is of the highest quality and value for all the primary stakeholders. Secondly, the business will establish a long-term relationship with other firms like grocery stores and county officials to ensure that it gets the best facility for doing business. Thirdly, the business will partner with all the main baseball and football leagues in the community to ensure that it meets all the needs of sports practices at a fair deal. Lastly, to ensure that the business takes into consideration the needs and concerns of all stakeholders involved with the community.
Marketing Vehicles
The marketing vehicle selected for the business will be based on the “5Fs” of a fantastic marketing campaign. The selected channels will have to ensure that the focus on the goals and objectives of the business in the Chula area are met. This includes focusing on the type of messages to use on the targeted market. The second will be based on selecting the flavor. This will ensure that the secret ingredients used in producing the non-alcoholic beverage are indicated for prospective customers to make out the difference. Thirdly, the marketing vehicle will have to ensure that it plans for the worst scenarios by building a solid plan. Fourthly, the marketing vehicle will also be accommodating to change, thus emphasize focus and foresight of all processes. Lastly, the marketing vehicle will also be fun to capture the attention of all those who are involved.
The marketing vehicle that Wheat Grass Smoothie shop will use in the community will be similar to that employed by the Coca-Cola Company. This will involve the use of direct marketing, social media (use of Facebook), and personal selling to reduce the starting cost as the business will still be new hence a lot of expenses coming from different areas will be accrued during the startup process.
In using direct marketing as a marketing vehicle, the business as discussed earlier will partner with various grocery stores and baseball teams to help with the marketing and sales of its products. The strategy will be a success because when the partnership is stable, that is when the targeted audiences in the market orders for the specific drink at the stores in large numbers, the non-alcoholic business products will be the first to be offered to them. Moreover, when the drink is offered to customers, and there are no other available substitutes, then the customer will be forced to buy the products every time he or she visits the shop.
In using personal selling, the business will employ two people who will be able to represent the company in the community by communicating well and selling non-alcoholic drinks to the locals in the community. Moreover, the salespeople employed by the company will also be tasked with advising the acquired customers every week to build loyalty towards the brand (Luther, 2001).
Marketing Budget
The marketing budget below signifies the marketing budget for the first quarter of the year. The budget will vary for the one-year duration that the business will be conducting its operations in the community.
Q2 Marketing Budget.
Q 3 Marketing Budget.
Q 4 Marketing Budget.
References
Hinkelman, E. G., & Ebrary, Inc. (2004). Importers Manual USA: The single source reference encyclopedia for importing to the United States. San Rafael, CA: World Trade Press.
Levinson, J., & Levinson, J. (2008). Startup Guide to Guerrilla Marketing: A Simple Battle Plan For Boosting Profits. New York: Entrepreneur Press.
Luther, W. M. (2001). The marketing plan: How to prepare and implement it. New York: AMACOM.
San Diego County (Calif.). (2001). Advantages of doing business in San Diego. San Diego, Calif: County of San Diego, Office of Trade & Business Development.