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Atlantic Quench Cranberries inc.

Atlantic Quench Cranberries inc. is a co-operative in USA which produces cranberry segments in the shape of bottled and canned juices. Beside the juices it also produces dried cranberries which have a branded name as CRANTANAS. This Company was established about eighty years prior by three cranberry growers from New Jersey and Massachusetts. In 1974 the grape fruit growers also joined the co-operative and now 630 farmers of cranberry and 46 farmers of grape fruit are the co- sharers of the company.

The Company has a strong hold in market for the last many years especially in USA and some part of market in UK. To develop more marketing areas worldwide, we should study regarding some suitable strategy. Outline of marketing plan for next year For this purpose we should thoroughly examine the most applicable and available strategies for the next year.
Marketing Strategy

In fact the marketing strategy serves as a fundamentally underpinning a marketing plan duly designed to meet the basic needs of a market and to reach up to the objectives of the market. Practically the objectives and plans are being tested for a measureable result. Usually a market strategy is developed for multi-years plan along with some specific action and tactical planning having full details of specific actions to be taken in the coming year. Outline of marketing plan for next year The time horizon is also to be covered by our marketing plan which should not vary the by the needs of industry, company or by the group of the users. However the time horizon may become shorter because of in some occurrence of changes in environmental situations. The marketing strategies are interactive and dynamic. They may be partly planned and partly un planned.

The strategy is also in need to consume some long-term views and have tools which could produce lifetime effect on the customers. Such models can be proved very powerful and helping in stimulating the effect of strategy towards acquisition.=cost or revenue per buyer as ell as churn rate. The marketing strategies involve precious and careful scanning of external and internal environments of the producing companies. Internal factor of environment includes the marketing mixed modeling and all strategic constraints along with analysis of performance.

Whereas an external environmental factor includes target of marketing analysis, customer behavior analysis, competitor analysis and any evaluation of any element in respect of technical, cultural, political or legal effect which could have impact on the success of the product. The main component for market is to keep often the market strategy in touch with the statement of overarching mission of the company. When a complete environmental scan is gained then some strategic plan may be developed for identification of established challenging goals, determination of optimal market mixing to get the requisite goals and full complete implementation.

The final step in development in market strategy is to start a plan for monitoring the progress gained by particular product and to set some contingencies in case of arising any problem in implementation in plan. Marketing Mix Modeling is usually being used for helping in determination of budget of optimal marketing and to know that how would it allocated through marketing mix to get success in achieving all the strategic goals. Moreover these models are helpful to allocate the budget across the portfolios of various brands and for managing such brands for creation of their values.
Online Marketing

As online marketing is concerned it requires internet marketing strategy. A comprehensive strategy of marketing can increase and launch more sales towards business. There is a requirement of knowledge about social media, e mail lists, search engine optimization, blogs, affiliation in markets and further more. Now we have to recognize these terms to use the internet marketing for CRANTANAS. Now for the purposes of this project we suppose that the business of Atlantic Quench Cranberries Inc. is not on the internet yet we should start to launch the products and business on E-marketing. We have to start research, to create and track a strategy for online marketing as well as in print media and further taking steps to develop internet strategy.

Creation of Multi-faceted E marketing strategy.

In order to get increase in recognition of brands we have to launch several campaigns in market at once. After this we have to continue the following procedures in the coming weeks.
.To create social media accounts and to assign some department to issue interesting material on every day basis and in order to attract the buyers, to constantly update the blogs and social media accounts.
. To hire somebody to create or write SEO articles which mention popular slogans and words related with the qualities of the products and further make advices and tips for introduction of the product among the people. Such writer should also be helpful to the website to show up on the very first page of a search on internet and not scrimp for the investment purely made for the purposes of SEO articles.

• Collection of e –mail lists is the most important phenomena of the strategy. The persons who have got stores are collecting e-mail lists through all the days of a year and that may be useful for e-mail blasts. The e-mail lists are also available from market on payment which can be buoyed from the neighboring markets and marketing companies. we have to send an initial blast and then monthly blasts on regular basis for updating the customers regarding the products.

• To create videos of the users of the product to show how the people are responding to the products. We can launch these videos through our own website, or other famous websites like Face Book and Vimeo.
• To buy ads on various sites which are popular in the market for communication of videos, brands image and other information material of the products on banner ads. In this connection to develop the skill of crafting some designed ads a graphic designer can be hired.

Development of Brand Name.

In the present marketing world the brand name and an image has got a most important value in strategy. Though the name of the products as CRANTANAS by Atlantic Quench Cranberries Inc has got a significant competitive position in the existing market but for the purposes of e-marketing it should get a recognizable position among the competitors there fore we have to reconsider the trade mark, website and business plan before launching the strategy.

Study of Competitors.

The compotators must be studied from their websites though process of sale they have including their strategies regarding markets. We should consider the present and past marketing strategy of the largest competitors of brands CRANTANAS by Atlantic Quench Cranberries Inc, so we should be aware of process of working in e-marketing.

Defiantly the Atlantic Quench Cranberries Inc is already spending huge amounts towards advertisements of the brands but it might be a truth that major part of the advertisement is wasted through not effective marketing tools due to lack of strategic planning of their internet use. It is not so big problem that thousands dollars are being paid for the development and design of the brands but the main issue is with the process of planning and building of strategy which might be neglected. The reason is that many investors are having the misconception that every web designer is an expert in the field of marketing by internet and also have well experience in optimization of search engines.

Market study
To be a part of niche market we should centre the marketing strategy on the demographic instead of any other internet consumers. We should focus the main part of our marketing budget on the ideal demographic and to decide that who is our demographic and with comparison with the successful strategies of the competitors. In fact the market research tells us that how many followers of competitors are on face book or on some other marketing sites,

to how many people they have sent their e-mails and how much responds have been received through comments on their blog entries. It is meant that such campaigns must be the first priority of our strategy which has such demographic responds. We will set up tracking capability for entire campaigns, an easiest way for this is to set up analytic account on any website or on Google. Each facet of our strategy must be created for reference in future and to check that which one gave the better results in profits on the products.

Buying of print ads in respect to cater the market will also be launched at the same time as the campaign for internet marketing will start. A similar name domain for redirection of the site would be buoyed for tracking entire process of marketing of the product right from its production up to the sale and results afterwards. The success of a product in market may be checked through the other domain by comparison between print media and internet marketing.

Customer Attitude

Now a day e-commerce is offering many marketing opportunities online to the companies globally and with highest rapid growth for online shopping. This procedure has convinced many manufacturers and retailers to adopt selling their services and products by an online channel to get an expanded market. Online marketing and shopping depends upon use of technologies of internet and computers for getting better results in the performance in the field of marketing. The producers and retailers are using mixed strategies to meet the demands of online purchasers.

Every producer is trying his best to study the behavior of the consumer in the fields of online shopping and to specifically examine the attitude of consumer regarding factor influence upon consumer for shopping online. If the multiple regression analysis is employed for measuring the relationship in between nine independent variables and receptivity for online shopping, it can be found that the scoring of Beta weight presents all those nine independent variables have a positive significant statistical effect upon users of internet for their acceptance for online shopping. Among those nine factors the strongest influencers are

. Price
. Refund
. Convenience
. Auction websites
. Security
. Brand
. Search Engines
. Promoting the
. Online shopping mall.

As regards with independent test analysis for gender, there are absolutely different meanings between female and male auction websites and online shopping mall for acceptance on shopping online. It must be considered that some better understanding on how and what strong the factors are being involved in online customers decision for purchasing but it should further be seen that the efforts of E-Retailer are sufficient and well managed. It should be further to observe that the views of consumers may change from time to time particularly in online shopping there for the retailer must have to watch and check the consumer behavior from time to time and to make it sure that the services and the products are reaching to the consumers in proper manners.

The buying behavior if the customers are a process which is consisted upon some steps. For example, the customer at the first instance identifies his wish or need and then defines the requirement which is necessary for the satisfaction of his need.
Secondly the customer gathers information and to seethe all option available to him. Once a buyer comes to know about his option he will look to get a purchase and would include the shopping by negotiating for the price which he could afford.
And finally, the consumer has to go through various factors which could influence or limit the final decision and he would evaluate as to whether or not he made a good decision to purchase the product being convinced on net. It is to be understand that the factors which could influence the attitude of a consumer and his behavior toward online shopping. The attitude of the consumer can also be focused on by the various researchers properly using the model and actual online buyers.

The knowledge of internet, education level and income are the biggest predictor of purchases on internet among the university students. Online survey within some American students as shown in Burns and Dick(2001,p873)
Literature review.

Electronics commerce is a big tool for reduction in time cycle and administrative costs, improving relationship among both customers and business partners (Charles, 1998)
The electronic trade and internet were the highly significant development sources of information in the decade of 1990. There occurred a mark able increase in the number of customers who purchased over the internet, moreover an increase in global sale which was conducted through electronic trade. Electronic commerce and innovation relationship has been resulted to tremendous change in competition in market among various producers and industries. (Blosch, 2000; Hamid & Kassim, 2004).

Customer’s decision of purchasing has been influenced by learning, motivation, perception, beliefs and attitudes. Perception has been reflected to know that how the buyer has selected, organized and made the interpretation of the information to get the knowledge in respect of the product.
The motivation has a reflection of the desire of a customer to fulfill his own requirements and needs and it provides for the producer an experience regarding behavior of the customer (Kotler & Armstrong, 1997).

The attitudes have reflection to the steady favorable of non-favorable indications, feelings, and assessments for any idea or object. And the belief is meant to the thoughts of a customer regarding some services or any product.
There would be too many influences of factors and affects which are related to the decision of purchasing of a consumer. Actually the process of purchasing decision gets it start since a long period before of actual purchase and remains continue till a long period after the same. As a usual for purchases of routine, often a consumer keeps reserve or to skip some part of the process of purchasing decisions (Kotler & Armstrong, 2004).

The researchers commonly use nine factors in their studies in respect of online marketing. The users of internet basically are using search engines to find out the entire information about their needs. As a search engine helps a user to select the ranked website therefore an electronic retailer must make it sure that website quality may serve and satisfy the demands of a particular search engine (Haig, 2001). The auction website is a productive source to get more opportunities for an electronic retailer to sell the services or products. In general the auction websites are providing the cheaper prices to attract a consumer (Haig, 2001).

Lui, Wang and Fei (2003). States that an auction website attracts and persuades the interested purchasers, together for evaluation of the value of a product. On line purchasers offer their bids on a product with comparing and evaluating the price and the auctioneers sells the product to the bidder who has offered the highest price among all bidders. Online shopping malls provide better chances for the electronic retailers to reach to approach the global consumer’s base and for selling various types purchasing products (Frendo, 1999).

Various electronic retailers have joined the field without any connection with the shopping malls for having more customers visit their website without any shopping mall. Many websites and online shopping malls have been sponsored by various electronic retailers who utilize information from these sources in order to get more opportunities of marketing (Dignum, 2002).
Convenience and time savings have been offered by online marketing which is too motivated

Reasons for selecting this strategy
We cannot convert the business of CRANTANAS of Atlantic Quench Cranberries Inc from manual to e economics without a business plan. We will not satisfy with placing the brand CRANTANAS on the yellow pages of some directories and in some irrelevant advertising journals just to be seen by anyone when searching his own job from there. We don’t agree to pay huge amounts to erect billboards ads on the places where usually no traffic is available. This may often create wondering and confusion for the marketers from where to start Thus we have to adopt the modern way of internet marketing strategy.

The internet marketing strategy will be helpful to get position to target the niche markets as well as to get increase in conversion through following all the five levels of process of sales. Which are
• Prospecting and marketing to our Target Audience and market
• Build Credibility and Trust – (our viewers need it for moving forward)
• Save and escort the Buyer through this Process
• Present the Services and products according to needs of consumers
• Successfully Close the Sale

These all levels of process of sale are the most important components which will change our website viewers into buyers of our brands. Though representation of each level as given above and to satisfy our valuable clients by these levels, we would gain power to move our website from initial level towards highest level of success.

This process has bit more involvement but is also vital for the success of the business being shifted to online trade; we have to improve our computer skill.
This strategy will surely assist us in the setting of attainable and realistic goals in global markets. It will further assist us for using every step for building influence upon the others so that this process should have a continuous move towards the success of the product in the market.

We may provide human interactions to an internet customer and client having potential so that we could move him by a successful process of sale for purchasing and liking the brands. We have to do this by acting upon the five step process in our internet marketing strategy which could continuously build confidences and trusts by fulfilling the psychological needs of the potential customers and visitors of the markets through internet.
A thorough study of marketing reveals that there is always a psychological need which has to be met in order to a person to be specifically persuaded for the purchase of some service or any product…