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Evaluate the elements of the marketing mix for Fruit First Ltd - Leaving Cert Business - Question A - 2008
Question A
Evaluate the elements of the marketing mix for Fruit First Ltd. Fruit First Ltd produces a range of ‘smoothies’, a fruit drink made from crushed fruit. Mary Ryan, a... show full transcript
Worked Solution & Example Answer:Evaluate the elements of the marketing mix for Fruit First Ltd - Leaving Cert Business - Question A - 2008
Step 1
Evaluate the elements of the marketing mix for Fruit First Ltd. - Product
Answer
The product offered by Fruit First Ltd is their range of smoothies, which are distinguished by their unique formulation of fresh, crushed fruit. Key characteristics include:
- Distinctive Features: The smoothies come in various flavors and sizes, appealing to different consumer preferences.
- Quality Assurance: The focus on high-quality natural ingredients ensures a loyal customer base.
- Unique Selling Proposition (USP): The commitment to providing a healthy choice aligns with the growing trend for wellness and healthy living.
- Traceability: Sourcing fresh fruit from local suppliers enhances local support and sustainability which is appealing to conscious consumers.
Step 2
Evaluate the elements of the marketing mix for Fruit First Ltd. - Price
Answer
The pricing strategy for the smoothies reflects their quality and the market positioning:
- Premium Pricing: Due to higher production costs linked to quality ingredients, the smoothies command a higher price than competitors.
- Value Perception: The higher price can be justified by the product’s unique qualities, including freshness and health benefits.
- Market Research: Ongoing research into pricing strategies and consumer reactions is essential to adapt to market changes effectively.
Step 3
Evaluate the elements of the marketing mix for Fruit First Ltd. - Promotion
Answer
Promotion strategies are crucial for increased visibility and market penetration:
- Advertising: Campaigns highlighting the product’s health benefits and natural ingredients can attract health-conscious consumers.
- Branding: The association with 'National Healthy Heart Day' strengthens brand identity.
- Sampling: Supplying free samples to local shops encourages trial and can lead to increased sales.
- Public Relations: Participation in health-related events can foster community goodwill and brand recognition.
Step 4
Evaluate the elements of the marketing mix for Fruit First Ltd. - Place
Answer
Distribution is key to ensuring product availability:
- Direct Distribution: The use of vans to deliver products to retail outlets, nutrition shops, and fitness centers fosters strong local relationships.
- Expansion Plans: There is consideration of entering the UK market which will require developing distribution channels suitable for the perishable nature of the product.
- Retail Partnerships: Collaborating with major retailers in both local and international markets increases product accessibility.
Step 5
Evaluate the elements of the marketing mix for Fruit First Ltd. - Overall Evaluation
Answer
Overall, Fruit First has built a solid marketing mix that positions it as a leading supplier of healthy smoothies. By focusing on product quality, strategic pricing, effective promotion, and targeted distribution, the company has the potential to successfully enter the UK market, leveraging its established brand and commitment to health and wellness.