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As far as the decision to use penetration pricing or skimming pricing is concerned, Crispy Fruit should be emerged with the penetration pricing (Waterschoot & Bulte, 1992). That is; set a low price in the introductory stage then gradually increase it with the passage of time. It will help it to strengthen the customer base and increase the level of acceptability in the market (Waterschoot & Bulte, 1992). Price skimming should not be used in any case. This is because all the top competitors of Crispy Fruit are charging high price because they have a surety of a developed customer base. If Crispy Fruit charges a higher price than these competitors, no consumer will like to pick a new brand with a higher price in the presence of their favorite brand or brands (Waterschoot & Bulte, 1992). Converse to this situation, if Crispy Fruit charges a very less price than the other top competitors, there may begin a price war in the near future when the introductory stage of Crispy Fruit will transform into the growth stage (Kotler, Armstrong, Harker, & Brennan, 2009).
Another reason for keeping the price of Crispy Fruit reasonable and affordable for the old Australians is that the existing product line of Australian Fruit Pty is not premium-priced. If it decides to follow the same pricing strategy, Crispy Fruit will get the same high level of acceptability among the members of the target market. Further, the legal requirements will also restrict Australian Fruit Pty of not charging a very high price for its product in the initial stage.
In a nutshell, it can be said that Australian Fruit Pty has to analyze the competitors as well as the legal requirements and constraints to set the price of Crispy Fruit at an optimum level that would be easily acceptable by the target market (Waterschoot & Bulte, 1992).
3. Place Strategies:
All the distribution decisions fall in the Place strategies (Waterschoot & Bulte, 1992). Place constitutes the organization's decisions about which distribution channel it should use for its brand. There are two commonly used distribution channels in the manufacturing sector. The first distribution channel is selling the product direct to the consumers. For instance; opening own outlets at different locations in the target location. Australian Fruit Pty has always focused on using this channel for its product line. This cannel enables it to save the cost of using distribution channels.
The second distribution channel is through the supply chain members. These constitute business development agencies, wholesalers, and retailers (Kotler & Armstrong, 2008). If Australian Fruit Pty uses this channel, it will cost it a little higher than the former channel. This is because these supply chain members will charge their own commission which will directly hit the cost of Crispy Fruit (Waterschoot & Bulte, 1992).
Keeping in view the benefits and limitations of both the distribution channels, it would be best for Australian Fruit Pty to use the direct distribution channel for Crispy Fruit. That is; expand its outlet chain throughout the country instead of using private outlets for this purpose.
As far as the distribution strategies are concerned, the focus of Australian Fruit Pty should be to make the new brand Crispy Fruit as a selective product in the shortest possible time. Selective distribution means the Crispy Fruit should be a preference of consumers rather than an alternative choice in case of their favorite brand is not available. It requires a lot of promotional efforts as well as continuous improvement in the product design (the outlook, external features, and design) and the process design (taste, quality, purity, perfection, and customer satisfaction) (Bamford & Forrester, 2010).
In the introductory stage, Australian Fruit Pty should make Crispy Fruit available only in the major outlets at different location. But with the passage of time, it should offer it at all the small and big outlets throughout the country.
The placement of Crispy Fruit should be one the high shelf at each of its outlets. It will make the consumers believe it as a high quality and one of the top brands of Australian Fruit Pty (McDaniel & Gates, 1998). It will also increase the chances of being chosen by the target consumers (Kotler & Armstrong, 2008).
4. Promotion Strategies:
Promotion strategies are also known as communication strategies (Kotler & Armstrong, 2008). Promotion is simply the way an organization communicates important information about its brand to the target market (Waterschoot & Bulte, 1992). There are various promotional mediums each of them has its own role in the development of an organization's business. The most important and widely used promotional medium is advertising. Advertising is done on electronic media, print media, and online sources (Kotler & Armstrong, 2008).
Crispy Fruit will compete in the nutritional food industry which essentially requires its participants to make the consumers aware of their brands in order to achieve a sustainable and secure future in the market (Hill & Jones, 2007).
Australian Fruit Pty should use all the advertising mediums for Crispy Fruit, including electronic media (television, radio) and print media (daily newspapers, health magazines, Australian Fruit Pty's own publications, broachers, bill boards, etc.). Another most commonly used advertising medium is social media networking sites. Social media has proved to be the most cost efficient and effective advertising mediums of the present times (Male, 2010). Australian Fruit Pty can use Facebook, twitter, Linkedin, Google+, etc. For the promotion of its Crispy Fruit brand.
When using the print media, Australian Fruit Pty should use billboards and banners in the localities nearby its outlets. But it should avoid using the small size in-store displays. These are not an effective medium of advertising because consumers rarely stop to see the small text and pictures on these small size displays. Converse to this medium, it should use the large billboards in the big cities and major town which contain large text and pictures visible to every one even from a large distance (Kotler & Armstrong, 2008).
In addition to advertising, Australian Fruit Pty should use the personal and direct selling techniques through its sales executives. These sales executives will personally meet the target consumers and introduce the company's brand and its specifications in a clear and informative manner. They can also be given free samples of the Crispy Fruit so that they can check the taste and flavor. It will help them to make purchase decision in favor of the Crispy Fruit (Waterschoot & Bulte, 1992).
Another promotional strategy is to find the old age Australians in the health clubs and fitness centers. The sales team should meet them in those places and persuade them to use Crispy Fruit as their breakfast cereal. They should also place the broachers and displays in these fitness centers and health clubs if allowed by their owners.
Australian Fruit Pty can give small packets of Crispy Fruit as gifts with its other top products. The consumers who do not buy the Crispy Fruit on their own will be able to taste it. This strategy is very effective in the nutritional food industry. Consumers who once use a quality product become its lovers and switch to it immediately from their old product (Kotler & Armstrong, 2008).
There is no more effective medium than the word of mouth (Waterschoot & Bulte, 1992). The sales executives and outlet staff should also request the Crispy Fruit buyers that if they like this brand, they should recommend it to their friends, family members, relatives, and loved ones. People prefer to use those products that have a backing of positive comments by others. In this way, Crispy Fruit will become a widely recognized and appreciated brand in the nutritional food industry of Australia (Kotler & Armstrong, 2008).
The advertisements of Crispy Fruit should contain clear specifications of its ingredients, price, quality standards, and company's commitment to serve the target market with its highest quality products. The packaging of Crispy Fruit must contain some chart of the daily diet plan; especially for the age group of 50 to 70 which is the most potential target market for Crispy Fruit.
Finally, Crispy Fruit consumers from the target market should be asked to give recommendations and suggestions to bring improvements in this brand. These suggestions and recommendations should be taken seriously in order to make it a perfect and the most competitive brand (Kotler & Armstrong, 2008).
Marketing strategies provide a set of guidelines and a roadmap to the company's marketing section about setting the marketing objectives, defining an effective target market, and develop a comprehensive marketing mix for each of its brands (Kotler & Armstrong, 2008).
Crispy Fruit intends to serve the low income Australians with an age group of 50 years and more. The marketing objective is to run a strong marketing and promotional campaign in a view to create brand awareness and attract more and more customers from the target market towards this brand (Kotler & Armstrong,…[continue]
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