Perfetto Juice Company is a fruit juice producing organisation. Perfetto Drinks brings healthy beverages to consumers around the globe, including the world’s best athletes. Perfetto Juice Company Launched sixteen years ago, Perfetto is the UK and Europe’s number one smoothie brand. We sell natural, healthy products – smoothies in little bottles and big cartons; smoothies and juice for kids; a refreshing range of not-from-concentrate juices and coconut water, and bubbles: our lightly sparkling fruit juices. The team has grown from three to 350 people who work across Europe (with products available in 15 different countries). We turn over more than £200 million each year. We believe that everything we make should taste good and do well too. So we try to make it easier for people to do themselves some good, and to leave the planet a little bit better than how we found it. This is reflected in everything we do, from the use of green electricity at Fruit Towers, to sourcing fruit from places that go the extra mile in terms of looking after all the people that work on the farms and the environment. We are proud to say that all our bananas come from Rainforest Alliance accredited farms. We donate 10% of profits to charity, mainly to the Perfetto foundation, which supports charities working all over the world so that they can help the world’s hungry. The company was chosen as official smoothie and juice provider for the 2012 Summer Olympic Games. From headquarters at “Fruit Towers” in London, Perfetto Drinks concocts and markets a line up of smoothies, veg pots, juices and kids’ drinks that are distinguished by 3 | P a g e an amusing, quirky approach to brand. Customers love the fun, creative Perfetto Drinks packaging almost as much as what’s inside, and the amusing drink labels have become the company’s main branding tool. Package designs are refreshed about every six months, and the company works hard to make labels interesting and engaging. So as to improve the effectiveness of its marketing the company has reviewed all the elements of its marketing process by examining the impact of public relations, direct marketing, sales promotion, advertising and personal selling. It has assessed the effectiveness of its integrating the above communication approaches by sending the same message to its market .It has evaluated its SWOT analysis to examine the relevance of its marketing objectives. This has enabled the company to identify its constraints and options in the design of its marketing plan by focusing on its targeted markets and the amount of emphasis on each of the 4 Ps of the marketing mix. It has also examined the costs and benefits of adopting a marketing orientation instead of a production, product or sales orientation. The benefits identified are: improved competitive advantage, higher level of customer satisfaction, improved product quality, better customer care and service, improved customer relationships, customer loyalty and profitability. The company has concluded that the benefits significantly offset the costs involved in adopting a marketing orientation. All the above information has led the company to which combination of the Ps of the marketing mix to adopt to position its products in the minds of customers in the selected market segments. You have been asked to prepare a marketing report and your report should focus on the following tasks. Tasks Pass Criteria Task 1: In this section, the students are required to address the following questions: (a) Explain the various elements of marketing process. (b) Evaluate the benefits and costs of marketing orientation for Perfetto Juice company. (Task 1 covers assessment criteria AC1.1 & AC1.2) 1.1 1.2 4 Task 2: In this section, the students are required to address the following questions: (a) Assess the macro and micro environmental factors which influence marketing decisions for Perfetto Juice. (b) Identify the basis of segmenting the market and propose segmentation criteria to be used for products in different markets (c) Explain the factors involved in the choice of targeting a market segment for a selected product/service (d) Explain your understanding of the concept of consumer buying behaviour and demonstrate how buyer behaviour affects marketing activities in different buying situations. (Guidelines: This is a generic question. Students are to show how buyers behave when they are in different situations. Example consumer buyer, business buyers, online buyers etc.) (e) Using an example of your choice, briefly explain how a product can be repositioned for Perfetto Juice. To achieve M1, you will make effective judgements of the importance of understanding consumer buying behavior in marketing activities. To achieve M2, you will have used suitable techniques in segmenting a consumer market.
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