In the operation of Orchid Teas Company, the marketing strategy is aimed at planning on the maximization of the strengths while minimizing on the weaknesses. These sections is also aimed at establishing the various areas the company has established a competitive edge against its competitors. In a bid to achieve this, the organization management in collaboration with the workers will assess the established as well as potential markets to have an understanding of the demographics involved and the set competitive structure. The following steps were taken in order to achieve this
Being a non-alcoholic drink, Orchid teas is a beverage that has a large pool of potential customers. Since there are number of categories of the coffee, that is well as suited to different groups of people, the market for the beverage cuts across all ages. As earlier indicated, there are three broad categories of Orchid teas which include the iced tea, flavored tea categories, and the kiddy teas. The main market for the flavored teas is made up the older generation of people that have a dislike for drinking water; the second target market is made of the middle aged group of men and women in sports. The last category of teas attracts the market made of children.
In the area around, Sebastopol-Sonoma County, the largest market will be made up of the middle aged group since they have the highest population. This would then be followed by that of children and the least market will be followed by that of the older generation
Orchid Teas is a non-alcoholic, non-carbonated beverage. Today with the increased concerns from human health, many companies have shifted to manufacture of thenon-alcoholic and n0n-carbonated beverages (Suhag, 2017). There is therefore a high competition for customers in the market.
Leading most valuable soft drink brands worldwide in 2018, based on brand value (in million U.S. dollars)
From the table above, the world today is characterized by a high number of companies manufacturing soft drinks. This is therefore an indication of a high level of competition for any new company that comes with the same line of products.
There are also top ten companies manufacturing coffee as shown in the table below
The Top Coffee Companies Worldwide in 2015 by market share
|Jacobs Douwe Egberts||HYPERLINK “https://www.adbrands.net/de/tchibo_de.htm” Tchibo|
|JM Smucker||Strauss Group|
|Keurig Green Mountain||3 Coracoes (Strauss/Sao Miguel)|
This are companies that have already established market in the international forum and thus a new company coming up will have to face stiff competition for some time before stabilizing.
There are also great competitive types of tea around Sebastopol Ca. these include turmeric tea, spearmint tea among others (Yohannes & Matsuda, 2015). These ate herbal flavors of tea that are produced within the county and have already established a customer base as well as loyalty. Introduction of newer brands of tea will there have a form of competition in that, they company will have to struggle establish a customer base, and earn their loyalty and trust. However, with adequate and suitable marketing and branding as well establishing and maintaining quality, it will be possible for Orchid Teas to easily corner that market and swiftly earn the loyalty of customers.
Orchid Teas’ main objective is to come up with a beverage drink that meets the desire of different health conditions. That is less harmful to any user in any state of health. Orchid Tea is poised to give a refreshing feeling to the users apart from satisfaction, as well as improving their health. This kind of mission statement for a company raises the curiosity of the new users, who would want to experience the new product and have a first-hand touch with it. This would then be accompanied by production of quality tea to fulfill the mission statement. In this regard, those trying out in the name of curiosity would be attracted more and might opt for the new kind of tea in the market as opposed to the traditional ones they have had for years.
Orchid teas also aims at involving a group of health experts in doing more research on the product in a bid to refine it and increase the health benefits as well as the refreshing effects that come with the use of the drink. With the intended level of service to be rendered to customer, of provision of a beverage drink that covers all their desires, it becomes easy to win the customers’ loyalty. Orchid Teas also aims at incorporating high standards of services throughout the processing and distribution process in a bid to meet the standards promised to our customers.
An orchid tea also aims to adopt a marketing strategy that is far reaching which will open up the market wider scopes of customers. The marketing strategy adopted by a company to a high level determines the customer base as well as the positioning of the product in the market. In this regard, Orchid tea aims at adopting the online marketing strategy that has a wide scope of potential customers both with the local and international markets (Jacobson, 2003).
The distribution strategy adopted will also ensure that that products are able to reach to all type of customers in the local area.
The main aim of Orchid teas is to reach customers in an attractive ways and convey the message in a most understandable and attractive way. Orchid Teas is both medicinal and offers large burst of energy for the users. In this case, the marketing message will majorly depict an idea of the company’s mission and objective. The following will be our slogan/Marketing message.
‘Want health? Take Orchid teas’
‘Want energy orchid covers you’
‘Health and energy, all in one pack? Look no further, refreshing Orchid tea covers you’
The above examples try to give a glimpse to the user of what to expect when they opt to consume orchid tea and thus raise their curiosity to experience the good feeling that is preached in the marketing message (Mackintosh, 2004).
There are numerous marketing vehicles that could be used by a company in marketing. Orchid Teas aims at adopting the most efficient marketing vehicles that would enable it to tap in to the largest market. One of the vehicles that would be adopted is you tube. You tube is a social media platform that has a high number of users. In this regard, Orchid Teas will embark on creation of vlogs and a you tube channel where the created vlogs will be uploaded. The use of you tube vide blogs (vlogs) is an efficient way of marketing from the fact that the platform has a large number of users and the vlogs used could give a vivid idea of the product being marketed. The platform also has a feedback mechanism where the potential could ask questions and the manufacturer gives a timely response, eliminating any form of doubt. This also opens up the product to the outside market.
We will also use ads sites on the local media channels like televisions and newspapers. The aim of this strategy would be tapping into the local markets made up of those that might not in a position to access social media platforms.
Sample products will also be sent out to various vendors for tasting and creating awareness to the locals of the availability of a new brand of tea in the market that is different from the conventional tea that they are used to and thus the need to have a taste of it and feel the difference. This strategy would help in creation a large pool of customers in the local markets.
Jacobson, M. (2003). The Marketing Plan: How to Prepare and Implement It, 3rd ed.20034William M. Luther. The Marketing Plan: How to Prepare and Implement It, 3rd ed.. New York, NY : AMACOM 2001. 318 pp. (paperback) $19.95. Journal Of Consumer Marketing, 20(1), 73-75. doi: 10.1108/jcm.2003.20.1.73.4
Mackintosh, A. (2004). Marketing Strategy — Getting the message across. Journal Of Medical Marketing, 4(2), 102-104. doi: 10.1057/palgrave.jmm.5040150
Suhag, N. (2017). Functional Non-Alcoholic Beverages: Shifts in the Purchasing Patterns of Non-Alcoholic Beverages. SSRN Electronic Journal. doi: 10.2139/ssrn.2992428
Yohannes, M., & Matsuda, T. (2015). Demand Analysis of Non-Alcoholic Beverages in Japan. Journal Of Agricultural Science, 7(5). doi: 10.5539/jas.v7n5p143