Vive soya milk is a one branded product in the food sector. It is a non-dairy beverage from the milk industry. Tomatsu and Takahashi (2013, p. 612) elaborates that it is a plant based product that is derived from soybeans. It is produced by soaking and then grinding the soybeans. This product has multiple nutritious and health benefits. They include reduction of cholesterol, risk of cancer and provision of calcium. Vive soya milk is taken daily as a form of breakfast, snack or meal. It can be consumed as an end product or used to produce other beverages like tea. Tomatsu and Takahashi (2013, p.614) point out that it is a competitor of non-diary milk with its enormous benefits. The industry of this product is one of the emerging food sectors that is dominated with dairy milk from the cows (Wiley 2014, p. 24). The milk is processed as either a liquid beverage or milk powder. It is a fast growing industry with new companies emerging every day. Also, value added products like yoghurt are produced.
Vive soya milk has three potential target markets, and the first is restaurants. They are businesses that specialize in selling various form of food ranging from breakfasts to snacks. This market is likely to use Vive soya milk to sell it as a breakfast drink in form of raw milk or tea. It can also sell it as snack for drinks (Dharmasena & Capps, 2014, p.145). This market consists of fast food restaurants, breakfast joints and small hotels. The second potential market is health conscious people. These are people who are interested in balanced diet and use of natural foods. They are also people who concerned with healthy lifestyle like exercises and taking care of their body (Weinstein & Cahill, 2014, p.54). The final potential target market is households. It is a type of food that many homes would use for consumption. This consumer is interested in simple and easy way to make food and therefore, they would prefer Vive soya milk since it has those features.
The best target market for Vive soya milk is health conscious consumers. This is based on assessment of its market segments. The first segmentation is geographical. It shows that the product is preferred in densely populated areas, and its prominent target market is Tier 1 cities (Kruger & Snyman, 2017, p.7). Vive soya milk demographic segmentation consists of people above the age 20 years. These are people who are either intending to start a family or are in family, and therefore the quality and content of a product is an essential factor for them. The demographic segment also includes both male and female. As for the occupation and income level it is not a factor. According to Kruger & Snyman (2017, p.9), in the psychographic segment of soya milk, personality is not important. However, lifestyle and value is significant to the consumers. It compromises of people with a healthy lifestyle and look at the value of a product. The Vive soya milk behavioral segment consist of individuals who look at the benefit of the good and have brand loyalty.
In purchasing the soya milk, a consumer goes through several phases. The first one is the problem recognition. Solomon and Polegato (2014, p.90) assert that it is a process of identifying the need for milk. This is influenced by an existing problem or gap. This process set pace for the progress of other processes. The second stage is information gathering about product that can satisfy the existing need. The consumer identifies alternative products during this stage. In the second stage, the marketing element of advertisement can help the consumer understand the product, and influence sales. It can be done by providing the information about the product benefits. Once the consumer identifies various types of the milk brands that sell the kind of milk he/she is interested in, the potential customer compares and contrast those products, and arranges them from the most beneficial to least useful (Solomon & Polegato, 2014, p.89). The fourth process for the consumer is to select the milk brand that satisfies his/her need. This is dependent on the influence of various marketing elements such advertisement, the brand and promotions. The final phase is the post-sale evaluation. It takes place immediately after the consumer purchases a product. The consumer assesses whether he/she made the best decision. This influences future purchase and return of the product.
The primary marketing strategy for the product is the marketing mix. The product will focus on the 4ps that is; price, product, place, and promotion in its marketing mix. On the product part, the Vive soya milk needs to ensure that its product is purely natural by extracting it form the soya beans using the natural process. Baker (2014, p.15) adds that it also needs to be of high quality. Its packaging should be 250ml to 500 ml tetra to ensure it is portable and contains variety of sizes. The product labeling should be persuasive to attract more customers. The consumer primary concern will be the nutrient content of the product, and thus processing the product using the aforementioned technique will promote the soya milk.
The product also needs to pay a lot of attention to the price which is a part of the marketing mix. Nagle and Müller (2017, p.11) agree that it needs to adopt value pricing, and therefore it should set its price higher than dairy milk price. This is because, the health conscious market, which consists of individuals from middle and high class level, associate price and value.
The other marketing mix that should be used in the product is promotion. It involves advertising and creating awareness of the product. Baker (2014, p.15) suggests that this is to be conducted through TV commercial, holding public event to inform people about the product and forming collaboration with gyms and fitness centers. As for the place mix, the product needs to be manufactured near the distribution centers for ease of transporting since it is perishable. It is also to reach many people as the target market is highly populated areas
The second marketing strategy is positioning. The product needs to create a market position that appeals many consumers by presenting its attribute and value. It involves displaying the health benefits of the product so that the consumers are well informed. It also involves producing quality product that is processed using natural techniques. This demonstrates to consumers that the product is healthy as the nutritious content of the soya beans are transferred to product and maintained by the natural process. It also needs to position itself by differentiating the product from dairy. This is to be done by showing the help benefit of non-dairy milk over the dairy milk. According to London and Raymond (2015, p.42), it is the best positioning strategy as it differentiates the product from other similar products, and consequently can build loyalty. Secondly, it captures the product target market, health conscious consumers. Lastly, it promotes the brand of product since it focuses on the health benefits of the soya milk.
The final marketing strategy is branding. It involves displaying the product in a way that demonstrates to the customers what they will experience from the product. The branding also needs to represent the product promises made to consumers. Therefore, product brand will be a slogan and logo that represents the healthy benefits of the soya milk. It will also show the consumer the value of their money (Huang & Sarigöllü, 2014, 115). The reasons for selection of this branding strategy are: it differentiates the product from other milk like dairy and non-dairy milk, it is true, simple, and communicate with prospect and current consumers.
The routine behavior of consumer where they make automatic purchase due to past experience or brand recognition can be interrupted by adoption of the merchandising technique. Lysonski and Durvasula (2013, p.93) explain that this involves promotion and creation of awareness at the retail shops. It entails demonstrating and illustrating the benefits of using the product to prospect consumer around the shop. It also involves giving discounts and coupons for purchase of the product. The other means of interrupting consumer buying behavior at point of sales is market collateral. This involves distribution of brochures with the information on the content of the product, the processing mode and the uses of the soya milk. Lysonski and Durvasula (2013, p.95) illustrate that the other market collateral technique is the use of case studies. It is presentation of the benefits of the product other consumers have testified. One needs to show prospect consumers that they can also benefits from the use of the product like the rest of customers. The case studies need to also include expert quotes and opinion on the benefit of the product.
In addition to market collateral, product display is the other means of interrupting consumer routine behavior. Madhani (2015, p.81) explains that it involves physical layout of the product at the store. The product needs to consider the following when displaying: shelf talkers; where the signage appear below the product in the shelves, posters on the retail shop wall and floor display card showing the product.
The other technique is packaging. The packaging needs to include a color with aesthetic beauty so that it is appealing and easy to notice (Chironi & Ingrassia, 2013, p.211). It also needs to include graphic design that represents the brand of the product and in form of the value of product. For instance an image of a strong person could communicate the benefit of the product. The final means is labeling. Rundh (2013, p. 1549) agrees that product label needs to include recipe suggestions, nutritional information, use of the product and the expiry date. These are information that can convince the buyer to make a purchase. The label also needs to have certification of the product to sensitize on the quality.
Reference List
Wiley, A.S., 2013. Milk for “growth”: Global and local meanings of milk consumption in China, India, and the United States. In Local Foods Meet Global Foodways (pp. 23-45). Routledge.
Tomatsu, M., Shimakage, A., Shinbo, M., Yamada, S. and Takahashi, S., 2013. Novel angiotensin I-converting enzyme inhibitory peptides derived from soya milk. Food chemistry, 136(2), pp.612-616.
Dharmasena, S. and Capps, O., 2014. Unraveling demand for dairy-alternative beverages in the United States: The case of soymilk. Agricultural and Resource Economics Review, 43(1), pp.140-157.
Weinstein, A. and Cahill, D.J., 2014. Lifestyle market segmentation. 32(1), pp.15-57.Routledge.
Kruger, M. and Snyman, W.Z., 2017. Segmenting the Latin American travel market to South Africa. Acta Commercii, 17(1), pp.1-18.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer, New York, NY.
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher 2(1), pp. 13-21 Education.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L. and Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10), pp.89-93.
London: Pearson.Tanner, J., and Raymond, M. (2015). Principles of marketing. University of Minnesota Libraries Publishing (pp.40-47).
Chironi, S. and Ingrassia, M., 2013, October. Study of the importance of emotional factors connected to the colors of fresh-cut cactus pear fruits in consumer purchase choices for a marketing positioning strategy. In VIII International Congress on Cactus Pear and Cochineal 1067 (pp. 209-215).
Lysonski, S. and Durvasula, S., 2013. Consumer decision making styles in retailing: evolution of mindsets and psychological impacts. Journal of Consumer Marketing, 30(1), pp.75-87.
Nagle, T. T., & Müller, G. (2017). The strategy and tactics of pricing: A guide to growing more profitably, pp.9-20. Routledge.
Madhani, P.M., 2015. Sales and marketing: integration pp.79-90.
Rundh, B., 2013. Linking packaging to marketing: how packaging is influencing the marketing strategy. British Food Journal, 115(11), pp.1547-1563.
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