Marketing Plan for Atlantic Quench Cranberries Inc Essay - 9

Marketing Plan for Atlantic Quench Cranberries Inc - Essay Example The research will mainly focus is the population that is highly demanding for natural and healthy drinks today. The budget for the marketing plan will cover the costs of doing market research, differentiating products, and advertising the improved products. The emphasis of this marketing plan is to ensure the healthy products from this company reach the target market. The Cranberry products include juice drinks with cranberry flavors. In 2002, the co-operative introduced to the market the Cranberry Classic in a 250 ml with an aim to target desire consumers in the convenience sector. In 2003 the organization, AQC increased its products of the ‘light’ low-calorie fruit drinks. These were inclusive of cranberry and blackcurrant, cranberry and raspberry, and cranberry and mango. Later in 2004, a white cranberry juice drink was launched and promoted as sweeter and smoother alternative to the red cranberry juice drinks. These measures have been introduced to specifically targe t the fast-growing chilled drinks sector. A cranberry and mandarin juice drink were introduced to the market in 2005. According to the publication by Public Health England (PHE), â€Å"Soft drinks account for the main cause of sugar consumption between 2008 and 2012†. Several governmental and non-governmental bodies, such as National Health Service (NHS) and Scientific Advisory Committee on Nutrition (SACN) are; therefore, keen to reduce the consumption of sugary drinks by supporting and â€Å"pushing† sugar taxation. Due to consumer awareness, buyers prefer more healthy drinks with less containing sugar. In the UK demand is increasing for healthy juice drinks, leaving carbonated soft drinks behind, because of the poor image created in recent years.