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Fruit First Ltd produces a range of ‘smoothies’, a fruit drink made from crushed fruit - Leaving Cert Business - Question (A) - 2008
Question (A)
Fruit First Ltd produces a range of ‘smoothies’, a fruit drink made from crushed fruit. Mary Ryan, a food scientist in the food industry, identified a gap in the mar... show full transcript
Worked Solution & Example Answer:Fruit First Ltd produces a range of ‘smoothies’, a fruit drink made from crushed fruit - Leaving Cert Business - Question (A) - 2008
Step 1
Evaluate the elements of the marketing mix for Fruit First Ltd.
Answer
Product
The product offered by Fruit First Ltd is Crushed Fruit Drink, which emphasizes natural ingredients and a green image as a unique selling point (USP). The focus on sourcing fresh fruit locally enhances its appeal and allows for traceability, giving consumers confidence in the product's quality. Additionally, the healthy image associated with the product, including the connection to initiatives such as ‘National Healthy Heart Day’, positions it favorably among health-conscious consumers.
Price
Pricing for Fruit First’s products reflects the unique qualities of the smoothies. The ability to command a higher price is a direct result of Mary Ryan's commitment to quality, which differentiates the product from competitors. This indicates a potential premium positioning in the market, appealing to consumers willing to pay more for higher quality.
Promotion
Promotion strategies include leveraging local community initiatives, such as the National Healthy Heart Day, which not only enhances brand awareness but also aligns with the increasing consumer demand for health-oriented products. Additionally, Mary’s focus on establishing a strong brand and image through various marketing techniques, including sponsorships and personal relations, significantly aids in customer acquisition.
Place
Fruit First Ltd distributes their products through retail outlets, nutrition centers, and fitness centers nationwide. The distribution strategy is crucial for reaching the target consumer effectively. Given the perishable nature of smoothies, logistics must ensure freshness and timely delivery. Exploring routes into the UK market and forming partnerships with established retailers can catalyze expansion efforts.
Overall Evaluation
Fruit First Ltd appears well-positioned in the Irish smoothie market. However, for sustained growth, focusing on entering the UK market presents significant opportunities. Enhancing existing marketing mix elements and adapting strategies to fit the broader European landscape will be vital for long-term success.