Marketing Objectives
The following are the marketing objectives set by Smoothie: • To increase the awareness of Smoothie products among the target market • To increase gross sales by 50 percent over the next two years • To introduce two new product lines over the next three years: a line of low-carb smoothies and a line of gourmet flavored smoothies • To increase distribution of Smoothie products to include new retail outlets both in the United States and globally
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...for the health-conscious …show more content…
However, the Smoothie formula provides superior flavor and nutrition in a shelf-stable form. This formula is Smoothie’s core competitive advantage which allows the company to position its products as uniquely different than those of its competitors. As such, Smoothie seeks to position its products as the first-choice smoothie beverage for the serious health-conscious consumer, including those who are seeking to lower their carbohydrate intake. The following is its core value proposition: “Smoothie beverage for the serious health-conscious folks.” Given this value proposition, Smoothie will develop its product, packaging, pricing and promotion to communicate this superior, prestige image. This value proposition and thus positioning will be then supported by all its marketing mix