The Marketing PLan

Presented by: Mossaddik Mehdi

El Atifi Meriem
Azlaf Fatimzahra
Ameskane Yassine
Oualid Youssef
Sayah Soufiane
 Outline

I. Background and objectives

II. The company: Actual situation
III. SWOT
IV. Research Methodology
V. Marketing Strategies
VI. Marketing Implementation
VII. Evaluation and Controls
Background and Objectives
 Mission Statement

“To Offer during the whole year to our

customers the best beverages from fruit and
oranges from Morocco, in practical packaging
and an appropriate price”
 Current Marketing Strategy

The target market is everyone who look for thirst quenchers.

 Product: available in four flavors (Cola, Orange, Lemon,

and Tropical).
 Pricing: the bottle of 1 liter costs 5.50 DHs, and the
one of half liter 3.50 DHs. It is 20 to 25% lower than
competition.
 Distribution: up to know the product is available only
in some grocery stores.
 Promotion: Little promotion, the company
communicates either by press or some billboards.
 Actual Situation

 Healthy growth: due to the rising health and

wellness trend

 Shopping habits

 Competition
 Problem Identification

 Underpositioning

 Little Promotion
 Repositioning of Cool
 Competitive advantage

 Quality through Natural Ingredients

 Important

 Distinctive

 Superior

 Communicable

 Preemptive

 Affordable

 Profitable
 Positioning Statement

To alert soft drinks consumers who care about their

health, Cool is a 100% natural soft drink that gives the
highest level of vitamins and the lowest level of
calories.
SWOT Analysis
STRENGHTS OPPORTUNITIES

Knowledge • Competitiveness of the product

Relationship Selling • Technological aspect

Uniqueness • Economic aspect

Good taste • Changing social trends

Competitive Price

WEAKNESSES TRHEATS

• Lack of scientific evidence • Government Regulation

• Bad Brand Reputation • Competition

 Developing a Strategic Focus

Focus Strategy:

 Aggressiveness: CITRUMA is willing to gain and acquire the

whole market by coming up with more affordable prices that is
competitive compared to other new entrants.

 Diversification: CITRUMA is aiming a diversification strategy

where it will be targeting multiple targets and segments that
represent its potential clients.
 Marketing Strategies

Primary Target Market and Marketing Mix

 Primary target market

o COOL soft drink targets all customers who are in

age, between the years of 13 and 39, belonging to C
to A social class.
 The target market’s needs

 
The product will cater to both physiological needs
(hydrating and nutritional value) and social needs
(perception of a social, fun drink with a sense of
belonging within peer consumer group).
 The target market characteristics

Demographic Age: 12 to 39 years old

Income: Low/average /high income.

 Personality: Ethnocentric, brand conscious, anchored in popular

Psychographi
c culture, inclined for differentiation and sophistication), quick
maturation with modern products.
 Lifestyle: the current trends include a shift away from carbonated
drinks, a growing interest for healthier and beneficial products for
those with an active lifestyle,

Geographic Urban/Rural Area

 Product

Product features and benefits:

 A soft drink composed of 100% natural ingredients.

 Flavored based soft drink

 Gently sparkling and with lower sugar

Sustainable competitive advantage:

 The only gas soft drink composed of 100% natural

ingredients in Morocco.
 The only flavored based soft drink in Morocco.
 Positioning Strategy

 
Unique, CITRUMA is the only provider of this product
at this moment in the soft drink Industry.

New concept, COOL is a new concept simply because

it is the only the only healthier soft drink based on
fruits.
 Brand Name and Packaging

Branding Colourful, round shaped, prominent COOL logo written in modern

font.

Brand personality Energy, funky, cool, functional, original, funny, healthy, etc.

Brand equity CITRUMA provides a quality, consistent and innovative soft drink.

Brand •Introduction of different flavors

development •Introduction of diet soft drinks
•Introduction of new sizes: bottle of 2l, maxi (50 cl), aluminium
cans (33 cl), slim cans (25 cl).
 Price
Competition-based pricing:
Company’s products will be usually priced below, above or
equal to its competitors' prices.

Discount price:
Cool’s products will be often marked down during sale
periods and special occasions.

Trade promotion:
The firm will offer retailers and wholesalers temporary
discounts which may or may not be passed on to
customers.
 Pricing Strategies

Meet-the-competition pricing
COOL‘s products pricing are set around the same
level as its competitors.

Psychological pricing
Most of COOL’s products will use this method of
pricing. For example, for a pack of 55cl x 18 cans
of Coca-Cola soft drinks it is priced at 62.98 DHS
instead of 63 DHS.
 Place strategies

 Indirect distribution: CITRUMA Company will use

intermediaries in its distribution.

 Intensive distribution: The Company uses the intensive

distribution strategy. The business's products will be sold
in almost every outlet including:

 Retail outlets / corner stores

 Small shops
 Restaurants
 Petrol stations
 Schools
 Sports and entertainment ( through vending machines)
  
 Integrated Marketing Communication

General IMC Strategy:

CITRUMA will invest in an aggressive marketing campaign
directly addressed to its target customers.
 

IMC Objectives:
 Create awareness about the components of COOL
 Change the perception of consumers about COOL
  
Elements of the Advertising Strategy

Radio “Medi1” station

The Ad will be of 15 seconds during the morning period
that is between 7am and 10am.
This advertising will be on “Medi1” for a period of 15 days
TV 2M TV/ RTM
the mid day (Lunch Period)
period of 2 weeks
Social networking CTRUMA's official websites: www.citruma.ma
websites Facebook
Twitter
Posters stickers and oPublic spaces, schools, universities and café shops
flyers oFlyers will be of A5 format
oPosters will be of A3 format

Elements of public Stands or special displays and events in schools, malls,

relations Strategy sports events , sponsorship activities
 
Elements of the The company will have a highly trained sales team, which
Personal Selling is going to act as a representative of the company to the
 Elements of the Advertising
Strategy

Message
The promotional outputs will convey the clear message that
“COOL / COOL LIGHT are healthy drinks for people who simply
enjoy taking care of their body and life.”

Concepts
“For the out-of-the-ordinary individuals who like to challenge
themselves. “
B.Secondary Target Market and Marketing Mix
 Secondary target market

 COOL KIDS soft drink target children who are in age between 5
and 12 years.

The target market’s needs

 The product will cater to both physiological needs (hydrating and

nutritional value) and social needs (perception of a social, fun drink
with a sense of belonging within peer consumer group).

The target market’s characteristics

 
 Parents are literate, active and centered around B+ socio-economic
class (more B and A’s and very few C’s), upper-middle class.
 The target market characteristics

Age:Children who are 5 to 12 years old

Demographic There parents are financially responsible.

Cities : Rabat, Casablanca,

Geographic Marrakech, Fes, and Agadir.
Sustainable competitive advantage:
The only flavored based soft drink for children in Morocco which is
composed of 100% natural ingredients and more fruit concentration.
 
Differentiation/positioning strategy:
Unique, CITRUMA is the only provider of this product at this
moment in the soft drink Industry
New concept, COOL KIDS is a new concept simply because it is the
only the only healthier soft drink for children with more fruit
concentration.
 Brand Name and Packaging

Brand Name  New brand name “ COOL KIDS” and new slogan “BE COOL
KIDS’’

Branding Colourful, round shaped, prominent COOL logo written in modern

font.

Brand Energy, funky, cool, functional, original, funny, healthy, etc.

personality

Brand equity CITRUMA provides a quality, consistent and innovative soft drink.

Brand •Introduction of different flavors: orange, lemon, grape,

development apple, cherry and strawberry.
•Introduction of different sizes: maxi (50 cl), aluminium cans
(33 cl), slim cans (25 cl)..
 Price

 
Overall pricing strategy:
  CITRUMA adopts market skimming strategy .The company
seeks to skim customers from the market who are willing to pay a
higher price for a product during its initial launch in the market.
 
 
Profit margin (selling price relative to unit
costs):
CITRUMA will continue to better the product’s benefits and
features in order to maintain a 20% profit margin.
 
 Distribution

Indirect distribution:
CITRUMA Company will use intermediaries in its distribution.

Intensive distribution:
The Company uses the intensive distribution strategy.
• Retail outlets / corner stores
• Small shops
• Restaurants
• Petrol stations
• Schools (School events...)
• Sports and entertainment ( through vending machines)
 Integrated Marketing Communication

General IMC strategy:

 The general IMC strategy is to initiate strong awareness
about the launch of ‘’COOL KIDS’ though intensive
promotion.

IMC objectives:
 Create awareness about the components of ‘’COOL KIDS’’
by emphasizing on the benefits .
 Change parents’ perception about the product and to better
serve and delight the target market.
 Elements of the advertising strategy

Elements of the public relations/publicity strategy:

CITRUMA will sponsor some social events run by nonprofit
organizations that care about children like “Smile
Association’’ in order to maintain a good image of the
company.
 
Elements of the Personal Selling Strategy:
The company will have a highly trained sales team, which is
going to act as a representative of the company to the
retailers
 Elements of the advertising strategy

Message:
The promotional outputs will convey the clear message for parents
who parents simply enjoy taking care of their children’s body and
life.”

Concept:
“A good spirit in a good body.”
 Implementation Plan

Promotional Mix

Sales Promotion
 Samples
 Allowance and Discounts
 Cooperative Advertising
 Scheduling and Advertising Campaign
 Implementation Plan


Price Strategy

Profit Oriented
 Try to gain market share

Competition Oriented
 Market Skimming


Product life cycle of Cool

Product Characteristic
 Implementation Plan

Stage of Buying:

For Intermediary, Push strategy

For Consumers, Pull strategy

Advertising Selection
• TV
• Radio
• Magazines
• Internet
• Outdoor (Malls, Buses and Cabs)
 Evaluation and Control

Input control

• Problem faced, couldn’t achieve brand awareness in six

months.

• Distribution channel applied was not very effective since

they focused on only some areas.

• Not applying any aggressive advertising, especially during

summer.
 Evaluation and Control

Process Control

• Make sure communication professionals are involved.

• Make sure communications is from all directions.

• Make sure messages are clear, consistent and credible.

• Assure that all information is accessible, accurate and

accountable
 
 Evaluation and Control

Output Control
Product
• Should be compared to the standards set in the marketing
plan.
• Conducting taste tests, to better understand the consumer
needs
Price
• Price performance goes hand in hand with the favorable
situation to increase profit margin
 Evaluation and Control

Place
• Intensive distribution

• Distributing to all neighborhoods

Promotion
• Provide all the retailers with commissions

• The higher the amount sold the higher their commission

• The retailers will spread advertising about our product, for

free.