Cultivating Success: Strategies for Navigating Challenges and The Marketing Promotion of a Beverage Start-up Company
Balar, Ankit; Viswanathan, Arul Karthick (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060320276
https://urn.fi/URN:NBN:fi:amk-2024060320276
Tiivistelmä
This thesis presents a comprehensive study on the dynamic landscape of the beverage industry, with a focus on formulating a strategic plan for Camarass Cashew juice to thrive in the market.
The research objectives include understanding and explaining the STP (Segmentation, Targeting, Positioning) model, identifying suitable market segments for Camarass, and assessing the impact of marketing mix components on consumer satisfaction.
The research strategy employed is a case study approach. Data was collected through two surveys, one focusing on the marketing mix and STP for Camarass Cashew juice, and the other on consumer satisfaction with the product. A total of 52 individuals participated in these surveys. The data analysis was conducted using SPSS.
The study delves into the nuances of start-up challenges, marketing strategies, consumer behavior, and beverage industry trends. It incorporates both qualitative and quantitative approaches, contributing to a robust dataset guiding strategic decision-making.
The findings culminate in actionable insights and strategy plans tailored for Camarass Cashew juice. Segmentation strategy plans are devised, targeting specific market segments based on geographic, demographic, and psychographic criteria. Market positioning strategies emphasize Camarass’s unique selling proposition and alignment with consumer preferences to carve a distinctive niche in the competitive beverage landscape.
Furthermore, the thesis elucidates marketing mix, product sales and quality enhancement strategies, focusing on delivering optimal value to customer preferences, and maximizing consumer satisfaction. These strategies, underpinned by empirical evidence and theoretical frameworks, provide a roadmap for Camarass to navigate challenges, capitalize on opportunities, and cultivate success in promoting its product in the market.
The research objectives include understanding and explaining the STP (Segmentation, Targeting, Positioning) model, identifying suitable market segments for Camarass, and assessing the impact of marketing mix components on consumer satisfaction.
The research strategy employed is a case study approach. Data was collected through two surveys, one focusing on the marketing mix and STP for Camarass Cashew juice, and the other on consumer satisfaction with the product. A total of 52 individuals participated in these surveys. The data analysis was conducted using SPSS.
The study delves into the nuances of start-up challenges, marketing strategies, consumer behavior, and beverage industry trends. It incorporates both qualitative and quantitative approaches, contributing to a robust dataset guiding strategic decision-making.
The findings culminate in actionable insights and strategy plans tailored for Camarass Cashew juice. Segmentation strategy plans are devised, targeting specific market segments based on geographic, demographic, and psychographic criteria. Market positioning strategies emphasize Camarass’s unique selling proposition and alignment with consumer preferences to carve a distinctive niche in the competitive beverage landscape.
Furthermore, the thesis elucidates marketing mix, product sales and quality enhancement strategies, focusing on delivering optimal value to customer preferences, and maximizing consumer satisfaction. These strategies, underpinned by empirical evidence and theoretical frameworks, provide a roadmap for Camarass to navigate challenges, capitalize on opportunities, and cultivate success in promoting its product in the market.