Контрольная работа: Marketing Plan for juice "Seila"

Summer is a good season for fresh juices in Russia. The average temperature in Moscow during the summer is 24–28C. (The summer of 2010 is extremely hot it’s about 30–34C). The company can change their product prices according to the season. So in winter the prices might be slightly less than in summer.

Price Level

Maintain price level in all segments at 15% higher than competitors to reinforce the quality image.

2.7 Place

Distribute direct to the client where possible.

Distribution channels

· Direct channels

Selling the products in the different departmental stores by using own transport. In this case the company will have more profit margin.

· Indirect channels

Selling the products through whole sellers and agencies to cover all area.

Intensive distribution:

· Retail outlets, Hyper Mall, Supermarkets

· Small shops

· Entertainment zone: Restaurants, Cinemas, Parks, Theaters

· Petrol station

· Newsagents

· Schools

· Sports, Health clubs, Gym

· Entertainment venues

Getting shelves

In order to display products more clearly and attractive for the customers in the big departmental stores – the company should get central shelves – in eye-catching positions. Normally we should keep our products freezers near the entrance of the stores.

2.8 Promotion

WBD will promote products in several ways.

WBD will do sponsorships with different exhibitions, presentations, shows and events.

Examples:

· Festivals and shows: «Seila» commissions and facilitates cutting edge artists, musicians, designers, film-makers, etc to curate and create events and happenings. During any event a mix of multimedia: music, video, advanced technologies in entertainment and show, should be present. «Seila» Entertainment element by no means should be limited to laser shows and trendy DJs. (the sample of advertisement see Appendix 3).

· Interactive entertainment with content creation by consumers: Like in Web 2.0. and 3.0, «Seila» enables consumers to input into entertainment and show by sharing/creating content. For example, screens with live puzzle of pictures made from consumers’ content (images, videos, photographs), or music and light shows made of consumers’ content (voices, music, ringtones, etc); interactive 3D games and simulations.

· Purposeful technologies for entertaining and educating: «Seila» stations with content transmission, powered by QR codes, Bluetooth, etc. Content can be various, e.g. music, useful instant information, videos, pictures and photos.

a) Word-of-mouth