Table of Contents

EXECUTIVE SUMMARY...................................................................................................................1
1.0 SITUATION ANALYSIS.........................................................................................................2
1.1 MARKET ANALYSIS...............................................................................................................2
1.2 OUR COMPANY......................................................................................................................3
1.3 SWOT ANALYSIS..................................................................................................................4
1.3.1 Strength.............................................................................................................................4
1.3.2 Weaknesses.......................................................................................................................4
1.3.3 Opportunities.....................................................................................................................4
1.3.4 Threats...............................................................................................................................5
1.4 COMPETITIVE ANALYSIS.......................................................................................................5
2.0 MARKET OBJECTIVES AND STRATEGY.......................................................................6
2.1 TARGET MARKET AND STRATEGY..............................................................................................6
2.2 FINANCIAL OBJECTIVES........................................................................................................7
3.0 MARKETING MIX..................................................................................................................8
3.1 PRODUCT................................................................................................................................8
3.2 PRICE......................................................................................................................................8
3.2.1 The objective of the pricing strategy................................................................................8
3.3 PROMOTION...........................................................................................................................9
3.4 PLACE...................................................................................................................................10
4.0 ANALYSIS OF SUSTAINABILITY ISSUES......................................................................10
5.0 INDUSTRY PERFORMANCE INDICATORS, MEASUREMENT AND CONTROL. 11
5.1 KEY EXTERNAL MARKET DRIVERS.....................................................................................11
5.2 CURRENT MARKET PERFORMANCE FACTORS....................................................................12
6.0 PROJECT TIMELINE AND STRATEGY IMPLEMENTATION PROCESS...............13
6.1 THE TIMELINE FOR THE PROJECT CAMPAIGN..................................................................13
7.0 EXPENDITURE AND REVENUE ESTIMATIONS..........................................................15
REFERENCE.......................................................................................................................................16
Executive summary

This is a marketing plan for the launch of a drink called ‘Renew Delight Tiger nut’. Renew
Delight Tiger nut is an organic Tiger nut drink with no artificial sweetener, made from
natural ingredients which are rich in vitamins B6 and C, magnesium, calcium, potassium and
zinc for better health and daily living. The intention behind this drink is to have a drink that
easily resonates with consumers of all ages, including vegans.

The product was produced with a desire to have an indigenous image since all the ingredients
are natural and are readily available within the UK. Therefore, this marketing plan details our
strategy to successfully launch and sustain Renew Delight in the market for the next one,
starting from the 1st of August, 2022.

To serve our marketing purpose, we have produced Renew Delight Tiger nut in three
different product lines. The product will be launched in sizes of 250ml, 550ml, and 750ml.
We have designed these sizes and a standardized pricing system so that people of all income
classes can easily afford this refreshing drink. We adopted a target return cost-pricing method
to help us gain compete favourably in the industry since we are just entering the market.

For now, we have set our target for the UK market alone. We understand the value Renew
Delight Tige nut holds and we are determined to support the health of the people of the UK.
Knowing how much people can benefit from this drink, we have decided to make the product
available at all strategic points and locations. While we make the product available for
anyone who might desire it, our primary targets are health-conscious individuals, young
adults, and the elderly, while other targets are the sick, vegetarians, and young adults. We
have segmented these groups using various points of view such as geographical locations,
demographic, behavioural and psychographic.

On the issues of sustainability, we are confident that our product supports a natural world and
the eco-friendly UK. With naturally sourced ingredients, our organic drink possesses no
fertilisers or chemicals, supports the welfare of animals and modified non-genetic standards.
1.0 Situation Analysis

This segment focuses on our company in terms of who we are as well as the analysis of our
marketing environment. It also explains the factors that can support or hinder our product
launch as well as how we intend to leverage on opportunities.

1.1 Market Analysis

According to Ridder (2022), the total revenue generated in the UK market from the fruit juice
sector in 2021 increased by more than 105 million British pounds as against the value in
2020. Ridder further stated that the orange juice sector appeared to be the most popular
sector, which is closely followed by smoothies and juice mixtures, and apple juice ranking in
third place. Generally, statistics from recent years have shown that the volume of juice and
nectars consumed in the UK has decreased. In 2020, it was recorded that a little above one
billion litres of nectars and juice were consumed.

On the flip side, general spending on vegetables and fruit juices has experienced a significant
increase within the same period. For example, the amount expended in 2020 was recorded to
be well over ten billion British pounds. In the same year, a report showed that most Brits
identified fruit juice as their favourite ready-to-drink vegetable and fruit smoothie or juice.
100% fruit extracted juice ranked closely behind this, followed by fruit juice from smoothies
and concentrates (Ridder, 2022).

The industry over the last five years has shown that consumers are increasingly becoming
health-conscious, and this has increased both external and internal competition. These
growing health-conscious Brits have positively influenced sales numbers currently
experienced and provided support for the revenue generated over the five years. As many
consumers are demanding juices to enable them to incorporate more vegetables and fruits
into their diets, it is expected that the industry would further experience growth in the next
five years. Therefore, operators of the industry are inclined to adjust their marketing
strategies and product offerings to meet these expectations by reducing their sugar contents
and shifting marketing efforts and activities towards health benefits (IBIS World, 2022).
Following this analysis, our company has taken active steps to take advantage of the
opportunities by making available a product that has a significant impact on the market,
meets the trend, and ensures a sustainable future. For emphasis, our product falls under the
100% fruit extracted juice category.

1.2 Our Company

Our company is Renew Delight, a limited liability company created to promote active living.
Our mission is to inspire a healthy nation through organic refreshment. Our product is
carefully produced to meet the demand for an organic tasty and refreshing drink. With this,
we desire to have a good portion of the market share by the end of the first year of our
campaign.

1.3 SWOT Analysis

This segment of the plan details the SWOT analysis of Renew Delight company, pointing out
its strength, weaknesses, opportunities and threats that the company may likely experience.
According to Ferrell and Hartline (2011), it is necessary to explore the SWOT analysis
because of the desire to achieve the marketing goal of the organisation.

1.3.1 Strength

Natural organic drink: The product being proposed is a natural organic drink that contains
zero artificial ingredients or any additive, and is prepared to give the best nutritional value.

Low cost of production: Renew Delight Tiger nut is made from materials that are locally
sourced. Also, the production process is easy that it does not require too much labour and
overhead costs.

1.3.2 Weaknesses

High packaging investment: Since the drink comes with no artificial ingredients, there is a
need for the company to invest in packaging technologies that will help keep the product
fresh and maintain its quality. This also means that the challenges of distribution must be
addressed to limit the product’s shelf life.
No experience: The company is relatively new in the industry, and thus, lacks experience in
the marketing and distribution of the product.

Ease of product replication: The product can be easily copied by other competitors.

1.3.3 Opportunities

Statistics have shown that the demand is expected to increase over the next five years as
consumers are beginning to become conscious of their health and would rather pay for drinks
that will benefit their health (Ridder, 2022). This is a great opportunity for our product to gain
market share and promote our marketing efforts.

The UK market now is not saturated with Tiger nut drinks. We intend to take this opportunity
to gain significant market share before other new entrants flood the market.

Many consumers are not entirely aware of the health benefit they can get from Tiger nut. We
are focused on making this information available to them through our marketing efforts while
achieving our marketing goal.

The continuous growth experienced among users of social media creates an opportunity to
engage and attract consumers through social media platforms. While this will help in
organising our promotion budget, it will also assist in gaining direct customer feedback.

1.3.4 Threats

New entrants: One of the major threats we face in the market is the entry of new
competitors. The 100% fruit extraction market has a low barrier for new entrants. This means
that competitors, whether big or small, can easily venture into the market.

It is expected that competition will increase in future as many products in this category are
expected to be introduced into the market.
Market uncertainty: There is also the uncertainty of launching a new product such as this
into the market. Different market forces, such as government regulations, can either help the
product succeed or fail.

Change in consumers’ taste: A change in how consumers spend and purchase items, as well
as a behaviour change can affect the consumer’s taste which may lead to a decrease in the
demand for Renew Delight Tiger nut drink.

1.4 Competitive Analysis

To understand the competition in the industry, it is important to assess some key points.
These points, according to Michel, Naudé, Salle & Valla (2003), have been identified as
defining the market, recognizing the market forces and their evolutional dynamism,
evaluating the position of competitors and identifying their strategies.

The juice production industry in the UK consists of companies that produce vegetable juice,
fruit juice and concentrates. These juice products can be pasteurised, cold-pressed or fresh to
control the ingredients’ microbiological loading to support the shelf life and storage. It should
also be noted that smoothies form part of the industry. However, fruit drinks with flavours,
artificial sweeteners or sugar are excluded. In terms of revenue, the market size of the
industry in 2022 is £536 million. It is expected that the market size of the industry in 2022
would increase by 6.2% (IBISWorld, 2021).

The company in the industry with the largest market share is Innocent Limited. Innocent
Limited is a company based in London and recognised for producing smoothies as well as
other fruit juice. The company, according to Devlin (2021), has a market share of 21.4% in
the industry. Other top competitors include Multiple Marketing Limited, PepsiCo
International Limited, Orchard House Food limited and Konings Juices and Drinks UK
limited. In the Tiger nut milk business, Rude Health has its claws deeply rooted in the UK.
The last couple of years has witnessed an interest from PepsiCo which bought 9% of the
company shares (White, 2020). This is the biggest competitor to Renew Delight.

2.0 Market Objectives and Strategy

Marketing strategy, as described by Sherman (2019), is the overall approach of a business
that is focused on gaining customers. The mission of Renew Delight in the industry is to
make products available and accessible, at a price that aligns with competition to enable
consumers to get refreshing satisfaction from the drink. The company wants to establish the
brand Renew Delight Tiger nut drink and spread it across the country, ensuring that it reaches
every customer.

The marketing objective of the product is focused on making Renew Delight Tiger nut the
number choice in the juice production industry for consumers. The marketing strategy is
based on attaining the best performance in product quality, price and product availability.
Based on these, the company adopted the product differentiation marketing strategy for the
product.

2.1 Target Market and strategy

The primary target is health-conscious consumers and young adults, while the secondary
targets are teenagers and the elderly. Calder (2019) argues that more than the half population
of young adults, within the age range of 16 -24 take fruit juice daily.

Generally, the company intends to achieve its target strategy for the product through the
following process;

 Introduce the product to the market by August 2022

 Extend the market reach of the product by expanding on-trade distribution by 10%
 Increase the conversion rate of consumers every month by 3%.
 Increase sales volume by 100,000 units every quarter.
 Achieve 5% of the growing organic drinks market by the end of July 2023.
 Sell at least an average of 3000 units each day for the twelve months.

2.2 Financial objectives

The overall objective here is to ensure an increase in revenue from sales. This objective is
based on the theory of revenue maximisation by Banumol (Haveman & Bartolo, 1968). The
theory emphasises selling a product at the price at which the best sales revenue is guaranteed.
According to a report released by Statista (2021), the UK consumed over 16.2 litres of juice
produced in 2021, with a growth rate of over 3% expected until 2025. Further in the report, it
is anticipated that the consumption rate would increase by a growth rate of 0.6% in 2022. As
regards pricing, the average price of fruit juice in the UK is £1.82, with orange juice
amounting to the cheapest. Meanwhile, juice mixture and smoothies are considered more
expensive with an average price of £2.27 (Statista, 2022). Therefore, Renew Delight Tiger
nut will tap into these opportunities through its pricing.

The company intends to achieve the following financial objectives;

 Increase revenue per month by at least £2000 for the first eight months
 Achieve a double-digit growth over the next twenty-four months.
 Continuously find ways to reduce the associated variable costs.
 Break even within the first 12 months.
 Increase the volume of sales by 10% at the end of July 2023
 Achieve an increase in profit before tax by 20% by the end of July 2023.

3.0 Marketing Mix

3.1 Product

Renew Delight Tiger nut is a premium quality natural drink containing vitamins B6 and C,
magnesium, calcium, potassium and zinc for better health and daily living. The product is
extracted from fresh Tiger nut seeds with no preservatives or any artificial materials. It has a
milky and refreshing taste that can easily substitute for dairy products. The proposed date of
launch of the product is on the 1st of August, 2022. The product will be launched in sizes of
250ml, 550ml, and 750ml in reusable plastic bottles.

3.2 Price

The price is set in line with industry competitive prices. This pricing policy was decided after
considering many factors which will be discussed in five steps.

3.2.1 The objective of the pricing strategy

The company has chosen to maximise its market share. It is believed that an increase in sales
would result in high profit in the long run and lower unit costs. The market price of the
product has been set lower because of the sensitive nature of the market. Hence, the general
objective is to attract and capture a reasonable market share in the first twelve months by
selling at lower prices.

Cost Estimation
Following estimation of the cost, the company decided to charge the price of the product in a
way that covers production cost, distribution and sales, with a fair return for its risk and effort

The level of production and the types of cost

Generally, the company considered the variable and fixed costs. The fixed cost consists of the
cost spent on inputs in the short run. Fixed cost remains constant, no matter the output level
(Srivastava, 2004). This covers the cost of equipment, monthly bills, salaries etc. The
variable cost, on the other hand, is the cost of those changes as the level of output changes
(Srivastava, 2004). These costs, such as plastic bottles, and packaging, can remain
constant over a unit of production.

Competitors’ pricing
The price of the Rude Health, being the major competitor in the Tiger nut production
aspect of the Juice production industry, has been analysed and taken into consideration
for pricing. Currently, the Rude Health Tiger nut drink is sold for £7.50 for three 1 litre
packs.

Pricing method selection

The target costing method has been selected for setting the price of the Renew Delight
Tiger nut drink. Price setting with customer consideration in mind, then target cost will be
used to meet pricing objective. Further price details and budget breakdown is made
available in the later sections of this marketing plan.

3.3 Promotion

Renew Delight's promotional strategy has been planned to give the result that helps the
company meet its marketing objective.
Advertising: To constantly put the product in the mind of the target audience, advertisements
will be on the radio, on television, in magazines, and online. Over time, the theme of the
advertisement will be changed and various promotion activities that will help convert more
customers will be carried out. This is expected to massively boost our marketing objectives
and especially our health-conscious people and young adults.

Direct Marketing: Direct marketing is the act of using an interactive communication process
to make product information as well as its benefits known to the target consumer for
achieving a measurable response (Jobber & Ellis-Chadwick, 2016). We intend to engage
customers to get the best output for our product.

Public Relations and Personal selling: These set of activities have also been adopted to
assist the product in reaching the expansive areas of the market.

In line with this definition, the company will embark on the following;

 The company will be available for different promotional activities in colleges,

schools, debates and quiz competitions, and other outdoor events.
 Sponsorship programmes such as cultural awareness programmes, such as World
health day, among others.
 Actively engage consumers online to get direct and swift feedback.
 Incentives will be provided in various forms, such as commission, insurance, training
and others to encourage our agents and distributors.

3.4 Place

For the product, the company has identified an exclusive distribution strategy to distribute the
product. This is to enable the company to gain the trust of the consumers. When the reactions
and sales are beginning to generate the expected response, we will switch to an intensive
distribution strategy so that the product can be spread across strategic locations in the
country. Also, we plan to do online sales, where customers can make orders directly from our
agents and have the products delivered to them.

4.0 Analysis of sustainability issues

The last couple of years have seen an increase in trends that are influencing the fruit and
vegetable processing market concerning sustainability. Sustainability has become a major
issue in the world owing to the risks it possesses to nature. These bother on environmental
issues such as customers’ request for healthier diets and personalised products, reduction of
waste, the safety of food, convenience and transparency (CBI, 2021). Some of the issues and
how they would be analysed are stated below;

Product waste: In the juice production industry, there is an increasing clamour for the
reduction of waste, especially fruits residues. For Renew Delight Tiger nut, we intend to
repurpose these residues to produce aromas and flavours, as well as compost and animal
feeds by partnering with local farms and small production firms. In the area of packaging, we
have deliberately opted for reusable bottles.

Product labelling: In a survey carried out by European Consumer Organisation (BEUC,

2020), more than half of the consumers in Europe say that their eating habits have been
influenced by issues of sustainability. In the same report, 57% of consumers prefer products
to have labels with sustainability information before they are convinced to buy. Therefore,
aside from promoting the benefits of our drink, we are also prepared to show our commitment
to promoting healthy living by making our customers know what we stand for in our
packaging.

Energy efficiency: The issue of sustainability in technology trends in the fruit juice industry
are energy efficiency, digitalisation, and nutrient preservation. The most popular sterilisation
method for processing fruits and vegetables is heat treatment. But this takes a large amount of
energy and can reduce the nutritional content. To achieve our market objective, we adopted a
Mechanical Vapour Recompression (MVR). This helps us to save over 50% of energy
consumption, especially when compared with other methods of evaporation.

Ethical material sourcing: Gaining a healthy world requires acquiring materials and
ingredients from ethical sources. Pressures for the demand that juice producers use ethical
sources are on the rise. According to the developed IDH Sustainable Juice Initiative
(Bruggink, 2016), leading producers of fruit juice have agreed to use sources that are 100%
sustainable by 2030. Renew Delight Tiger nut is also committed to this agreement by
ensuring a complete sustainable production process.
5.0 Industry performance indicators, measurement and control

In launching a product such as this into the market, certain measurement parameters have
been put in place to understand the performance of the product. These factors can hinder the
success of a product if not properly addressed. Also understanding them and developing
appropriate measures will assist our marketing efforts to achieve the target goal. Some of
these parameters are highlighted below as stated by IBISWorld (2021).

5.1 Key external market drivers

Health Consciousness

The industry demand for a product such as Renew Delight Tiger nut is determined by the
level of the health-conscious population. These people are more likely to buy smoothies and
juice, knowing that it presents them with several nutritious diets that are beneficial to their
health.

Our product will succeed in this regard because of its natural ingredient, containing no
preservatives and additives, and more so, offers numerous health benefits. It was also
developed to align with the World Health Organisation’s 5-a-day campaign to promote
healthy living.

Demand from Supermarket

The more a product is demanded from a supermarket, the more the company continues to
record an increase in sales volume. This means that supermarkets play an important role in
product sales. Therefore, marketing efforts should be made available to ensure that
supermarkets are considered for promotional activities. In line with this, we tend to work with
supermarkets in our exclusive distribution strategy to gain customers.

Disposable income of real households

The income available to households will determine the type and nature of products that they
will buy. Factors such as interest rates, level of employment, inflation and tax rates can affect
disposable income. When this happens, it can affect the demand for our products. However,
because we understand the benefits of our product, and are a good alternative to dairy
products, we intend to emphasise them and make customers see us as a dependable choice.
5.2 Current market performance factors

Aside from the parameters mentioned above, some other factors that can affect the current
market performance of our products are;

Availability of alternatives

When alternatives for products are available, customers tend to switch to brands at their
convenience for different reasons. To address this, we developed a follow-up system and
tools to constantly understand where we stand in the mind of customers so that adjustments
can be made where necessary.

Weather conditions

In warm weather, people drink more and less in the winter and autumn seasons. When these
weather conditions set in, people are likely to demand less of our product which can lead to a
reduction in expected sales volume. Our focus will be to continue to enlighten customers
about the benefits of Renew Delight Tiger nut drink.

6.0 Project Timeline and Strategy Implementation process

As argued by Jobber and Ellis-Chadwick (2016) achieving an increase in market share and
sales volume is why many businesses set out to implement strategies. However, the success
of the strategy depends on the effectiveness of the plan (Drucker, 1993). Therefore, to ensure
the proper implementation process of our marketing efforts, we consider the following
measures;

Customer Group

We organised the market group into a distinct group of customers. With this categorization,
we can focus on the distinct needs of the target market. This will allow Renew Delight to
direct every marketing effort toward achieving the satisfaction of customers. These groups
are made up of;

 The young adult

 Health-conscious population
 Elderlies
Marketing teams are attached to these groups, and each team are under the direct supervision
of the sales manager. The sales manager will then report to the marketing manager. Each
marketing team will employ approved tactics that will aid the attainment of sales objectives.

6.1 The timeline for the Project campaign

August 2022

The product will be launched into the market with three teams covering the three
geographical locations of the UK

October 2022

Three team members of each of the launch teams will be involved in research that will lead to
uncovering potential markets. They will also analyse the billing cycle and practices while
working closely with the marketing manager to develop a tool for a customer survey.

December 2022

 The first customer survey of the target market will take place. The responses will be
reviewed alongside the generated revenue so that a meaningful recommendation can
be made.
 The teams will expand into another three geographical locations, extending our reach.

January 2023

 A marketing information system will be developed to monitor the buying pattern of

customers and their reaction to the product as well as the market offer.
 Adjustment and implementation of recommendations of changes that are necessary
for the product's success in the market.
 Exploration of the potential provided by the new target market.

March 2023

 The business analysis team will present the developed plan to ensure that the
company captures the target market that has been identified.
  Carry out customer surveys on current customers, to get feedback on what they feel
about the company’s offering.
 Potential customers who are yet to make an order, as well as customers who have not
ordered the product in a while, will be contacted.

May 2023

An analysis of the target market will be implemented. This is to help find the most profitable
segment to explore, and once this is done the recommendations will be implemented.

July 2023

 A customer survey to determine the level of satisfaction with the product and market
offerings of the market will be carried out so that adjustments can be made to areas
that require them.
 An overall evaluation of the marketing campaign will be carried out

7.0 Expenditure and Revenue estimations

The estimated budget for our Renew Delight Tiger nut drink consists of the major allocations
for the market development, billing cycle, research, promotion and marketing. The cost
estimation for each product category for the next year is stated below;

Renew Delight Tiger nut 250 ml size.

Items Quarter 1 Quarter 2 Quarter 3 Quarter 4

Sales expected (in quantity) 276,000 376,000 476,000 576,000

Price £0.90 £0.90 £0.90 £0.90

Estimated Revenue £248,400 £338,400 £428,400 £518,400

Estimated production and £224,200 £230,000 £235,600 £250,000
Marketing cost

Estimated Gross Profit £24,200 £108,400 £192,800 £268,400

For the 550 ml size.

Items Quarter 1 Quarter 2 Quarter 3 Quarter 4

Sales expected (in quantity) 300,000 400,000 500,000 600,000

Price £1.50 £1.50 £1.50 £1.50

Estimated Revenue £450,000 £600,000 £750,000 £900,000

Estimated production and £250,000 £300,000 £350,000 £400,000

Marketing cost

Estimated Gross Profit £200,000 £300,000 £400,000 £500,000

For the 750Ml size

Items Quarter 1 Quarter 2 Quarter 3 Quarter 4

Sales expected (in quantity) 350,000 450,000 500,000 600,000

Price £1.70 £1.70 £1.70 £1.70

Estimated Revenue £595,000 £765,000 £850,000 £1,020,000

Estimated production and £300,000 £350,000 £400,000 £450,000

Marketing cost

Estimated Gross Profit £295,000 £415,000 £450,000 £570,000

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