Nowadays, consumer behavior has changed due to the hectic lifestyles. Therefore, they do not have enough time to exercising or even taking care of their health. However, consumer’s health awareness is rising at the moment, the consumers are paying more attention to the ingredients in what they will consume. Furthermore, consumers’ growing needs for healthy foods and drinks also helped increase the opportunities for an organic juice bar business under the brand called “Fruitory”. Since Fruitory is aiming to serve the finest and freshest organic juices and smoothies to every single customer, without any undesirable ingredients such as sugar, food color additives and other flavoring agents in order to meet the wants and needs of health-conscious consumers, also to ensure that they will get to consume the nutrient-dense drinks without any worries and most importantly the deliciousness of Fruitory products.
The purpose of this marketing plan is to study about the opportunity and the potential market growth of an organic juice bar “Fruitory”. The objective of this study is to present the effectiveness of the marketing plan by analyzing the external environments of juice business as well as the competitive conditions. Our brand mainly creates competitive advantages by using the product and service differentiate strategy, and also effective 7Ps including integrated marketing communication. Building and managing the customer relationship is also very important strategies to Fruitory’s success. By creating a good customer experience in every single touch point with help increasing the brand awareness and the brand loyalty later on, so the company can achieve a sustainable growth.
