The paper "Nudie Company Marketing Objectives" is a good example of a marketing case study. Nudie is a company that deals with the production and marketing of fresh and natural fruit juice products. The company began its operations way back in 2003. The main objective was to meet the needs of consumers who wanted to enjoy juice products that did not have so many additives. By then, many companies producing fruits had commercialized the entire process at the expense of their consumers. The proportion of fruits in such juice products was diminishing with time and consumers left to partake additives (chemicals).
The founder, Tim was motivated to come up with a product that will eventually meet the needs of such disillusioned consumers. From a very humble background, the company has grown tremendously to get to where it is now. Currently, the company enjoys a wonderful market share across Australia and many other countries around the globe. The company is located in Balmain in Sydney. It boasts of over 5000 Nudie stockers. Moreover, the production capacity has grown to a level where it sources over 3 million fruits on a weekly basis.
It also has a state-of-the-art squeezing plant. Having provided a succinct overview of this company, it is in order to lay the ground for facilitating the advertisement program desired. The company is pursuing expansion not only in the local market but also in the global market. Therefore, the company requires a strategy that will enable it to breakthrough this market. An advertisement strategy the company requires must be able to stimulate demand for its product in order to ensure control of the market share (Rossiter & Bellman 128-137).
More so, the company has highlighted many other needs that have to be addressed in order to ensure that it remains on course in its pursuit of dominating the market. This is the guiding rod in the formulation of the advertising campaign. The product communication strategy must be determined fully the core needs of the company. Marketing Objectives As I had earlier mentioned, the company has achieved a lot within just 10 years. The company is focused on achieving greater heights in some years to come.
Strategic plans have been drawn to guide it into the future. Special attention is paid to the key objectives of the company. This campaign is supposed to enable the company to grow the demand for its products by over 100%. The consumption rate is expected to increase not only in Australia but also all over the world. For instance, the current consumption of 3 million fruits on a weekly basis is expected to double. Moreover, the number of outlets is also expected to double over the period. This explains why this is a total expansion program that has to be achieved within the set period of time (Yeshim 58). Another concern is to address the market segmentation strategy that will appeal to the widest customer base all over the world.
This has to start in Australia and then expand to other countries. This will have to be tested for some period before it is fully commercialized. For instance, the needs of old people in connection to the consumption of nudie products may be quite different from those of teenagers.
The focus is to address the unique needs of each of these market segments to ensure the profitability of the company. A clearly designed segmentation program will be able to enable the company to remain competitive in this competitive market.
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