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1003 MKT Mildura Orange Juice Marketing Mix 1

Table of Contents

1.0 Executive Summary 3

1.1 Objectives 3
2.0 Target Market 4
Table 1: Possible Target Markets 4
3.1 Target Market Selection 6
4.0 Positioning 6
4.1 Positioning Strategy 6
4.2 Positioning Attributes 7
4.2.1 Positioning Map 8
5.0 Marketing Mix Strategies 9
5.1 Product 9
Table 2: Product Attributes 9
5.1.1 Front View of Package: 11
5.1.2 Right Side View of Package: 12
12
5.1.3 Left Side View of Package: 13
13
5.1.4 Back View of Package: 14
5.2 Price 15
5.3 Promotion 15
5.3.1 Mock Up Instagram Account 17
5.4 Place 18
Figure 3: Distribution Model 19
Figure 2: Cost of Distribution 20
6.0 Evaluation and Control 20
7.0 Schedule 22
7.1 Gantt Chart 22
8.0 Conclusion & Recommendations 22
9.0 References 24

1003 MKT Mildura Orange Juice Marketing Mix 2

1.0 Executive Summary
Increasing brand awareness by 15% amongst physically active singles and young
families, further reaching suburban families and increasing annual net sales growth
by 15% within the next 12 months. This will re-enforce consumer awareness and
address Mildura’s brand recognition problem whilst also increase profit. By
redesigning Mildura’s 2Litre Orange Juice product packaging to appeal to a modern,
aesthetic based concept that aligns with health-conscious consumer preference.
Focusing on product distribution, availability accompanied by enhanced, humorous
and engaging advertising that re-positions the Mildura brand, consumer awareness
will increase by 15% alongside a mutual increase in annual sales, further securing
the Mildura brand.

1.1 Objectives
1. Increase consumer awareness by 15% amongst physically active Millennials
and young families aged between 18-33, with secondary emphasis on
suburban families within 12 months of product revitalisation.
2. Increase annual net sales by 15% within the next 12 months to align with
brand awareness and product development.

1003 MKT Mildura Orange Juice Marketing Mix 3

2.0 Target Market
Table 1: Possible Target Markets
Millennials / Parents of Parents of Young Elderly
Young Adults Young Children Adults

Demographic
Gender: Male & Gender: Male & Gender: Male & Gender: Male &
Female Female Female Female

Age: 18 to 33 Age: 33 to 48 Age: 48 to 63 Age: 63 to 78+

Race: All Race: All Races Race: All Races Race: All Races
Races

Religion: All Religion: All Religion: All Religions Religion: All

Religions Religions Religions

Social Class: Social Class: Social Class: Lower Social Class: Lower
Lower Middle Lower Middle Middle Class & Middle Class &
Class & Higher Class & Higher Higher Higher

Education: High Education: High Education: High Education: High

School School education, School education, School education.
education, University/TAFE University/TAFE
University/TAF graduate. graduate.
E graduate.
Geographic
Population Areas: Inner City, Surrounding Suburbs & Large Rural Cities

Psychographic
Lifestyle: Active Lifestyle: Semi- Lifestyle: Lifestyle: Limited

1003 MKT Mildura Orange Juice Marketing Mix 4

 lifestyle, career active lifestyle, Occasionally active active lifestyle,
focused, family family & career lifestyle, family & family focused,
planning. focused. career focused. infrequent travel.

Motives: Health Motives: Child Motives: Family Motives: Health

and family oriented, health orientated, health conscious, family
conscious, and wellbeing aware and financially and financial aware.
heavy social mindful, family stable.
participation. conscious.
Behavioural
Volume of Volume of Usage: Volume of Usage: Volume of Usage:
Usage: Daily Daily Daily consumption Once or twice a day
consumption consumption

Benefit Benefit Benefit Expectations: Benefit

Expectations: Expectations: Aid Aid health lifestyle for Expectations: Aid
Aid healthy and health lifestyle for family. healthy lifestyle.
active lifestyle. family.

Brand Loyalty: Brand Loyalty: Brand Loyalty: Brand Loyalty: High

Low Medium Medium

Price Price Sensitivity: Price Sensitivity: Price Sensitivity:

Sensitivity: Medium as Medium as Medium as
Medium as consumers are consumers are consumers are
consumers are seeking high- seeking high-quality, seeking high-
seeking high- quality, healthy healthy Orange quality, healthy
quality, healthy Orange Juice. Juice. Orange Juice.
Orange Juice.

3.1 Target Market Selection

1. Millennials / young adults

1003 MKT Mildura Orange Juice Marketing Mix 5

2. Parents with young children.

The main target market chosen for this plan is millennials and young professionals
between the ages of 18 and 33. The secondary target market chosen for this plan is
parents with young children between the ages of 33 and 48. These target markets
were chosen because of the opportunities that Mildura has to increase the amount of
brand recognition and brand loyalty, this will be reflected in an increase in net sales .
Currently, the main consumer of Mildura’s Orange Juice is a price conscious family
on their weekly grocery shop. As previous situational analysis suggest, this is
due to the current affordability of Mildura’s Orange Juice, despite plans to expand the
proposed target market, these purchases will remain consistent as Mildura will
remain affordable.

4.0 Positioning
4.1 Positioning Strategy
The positioning strategy of Mildura’s Orange Juice will be approached by continued
use of sustainable packaging, sourcing Australian grown produce, redesigning
product packaging to spotlight said features and increase product aesthetics. This
will assist product advertising through social media campaigns on used platforms
such as Instagram, Facebook and Youtube. To increase product accessibility Mildura
will secure shelves at the majority of inner-city, suburban suburbs and rural
communities supermarkets, ensuring millennials and young professionals have easy
access to the product

Increasing and bolstering Mildura’s online presence is key to promoting the

revitalised product. By establishing an Instagram business page that posts daily on
both general content and live stories, increasing postage on the Facebook business
page and establishing a creative Youtube account, Mildura will grow its online
presence. To aid the development of these platforms, a competition will run where
the public take a photo of them holding or drinking the revitalised product, when
consumers tag the Mildura Instagram account, they enter the competition. The more
photos they upload, the more entries they get. Through the use of these social media
platforms, accumulated sales within selected target markets will improve.

1003 MKT Mildura Orange Juice Marketing Mix 6

4.2 Positioning Attributes
The Use Of Millennials and young professionals are more aware of the
Sustainable environment and are observant of companies that are
Packaging sustainable (HP Australia Environmental Sustainability Study,
2018). Mildura’s parent company, Lion Co, make an effort to
use sustainable resources with their sustainability priorities and
environmental policies (Lion Co, 2019). Mildura can get an
advantage over other juice companies by continued use of their
sustainable packaging.
The Use Of Over 70% of Australians prefer locally grown and prepared
Locally products when they shop, with no additives, added sugar or
Organic preservatives. Consumers put in effort to buy products with
Ingredients Australian made and grown logos (Murphy, 2019). All food and
drink sold in Australia must meet a standard of labelling.
Displaying the portion size, national information and country of
origin to help consumers understand what they are buying
(Department of Industry, 2019). If Mildura sourced all their
Oranges from Australia, it would bring in more customers.
Continued Mildura’s Orange Juice is affordable at $3.85 for a 2 litre
Affordable container. It is one of the cheapest Orange Juices compared to
Pricing its competitors.
Redesigned Redesigning the packaging of Mildura’s products is a way of
Packaging increasing sales. This new design would display the reduced
amount of sugar content whilst also align with Corporate Social
Responsibility (CSR) by utilising recycable and sustainable
packaging. By spotlighting Mildura’s green efforts and locally
sourced ingredients for an affordable price, it is forecasted that
Mildura will become consumer preference over other
competitors.
The Use Of Social media’s presence in people’s everyday lives has taken
Social Media off in the last ten years. Nearly everyone owns a smart phone,
Advertising laptop or tablet, and companies have been taking full advantage
of this to advertise their products, optimising brand awareness
and recognition. Having a significant influence on consumers,
what they see, want and buy (Mohsin, 2019). Millennials and

1003 MKT Mildura Orange Juice Marketing Mix 7

 young professionals use these smart technologies the most,
using applications like SnapChat, Instagram and Facebook.
With the redesigning of the packaging, and the correct use of
social media advertising, it is forecasted that net sales will
increase.

4.2.1 Positioning Map

5.0 Marketing
Mix
Strategies
5.1 Product
Mildura currently provides a product which is manufactured using the latest and most
advanced technology, something which the company has invested in, with the
ambition of further improving their standing within the industry and providing
consumers with a product of the highest quality. Mildura fruit juice products are
packaged using correct materials, as using improper packaging would result in the

1003 MKT Mildura Orange Juice Marketing Mix 8

juice products experiencing oxidation and thus, the product will lose quality. In regard
to the branding, Mildura brand their products as high-quality Australian made fruit
products. The product is packaged in a cardboard packaging, which is orange with
writing appearing in green, and a plastic cap which can be used to reseal the
package for later consumption. Mildura package their product with intent to visually
attract consumers through the use of colours which stand out, however, the
packaging can be further improved, as it is too congested, and the packaging aspect
would be bettered by minimalist packaging which would appeal aesthetically to
consumers. The new packaging has been specifically designed to help Mildura
Orange Juice better appeal to their target audience.

Table 2: Product Attributes

Current Product
Attributes
● Outdated,
unaesthetically
appealing packaging
● Very bright, cluttered
design which is
unlikely to catch the
consumers attention
● Information hard to
read on packaging
New Product Attributes
● Packing is more
aesthetically
appealing to look at
● Information is easily to
read and understand
Consumer Benefits
● This will grab the
consumers eye while
grocery shopping
● Customers are able to
read the information
easier

● Packaging is ● This aspect of the ● Customers will know

recyclable and package will not that the package is
resealable change recyclable as the 10
● The advertising of cents notice on the back
recycling the bottle for will be much easier to
10 cents to a recycling see and read. This will
centre is displayed also show that Mildura
larger on the back. takes their corporate
social responsibility
seriously
● Package does not ● Advertise the fact that ● The recipe will be

1003 MKT Mildura Orange Juice Marketing Mix 9

 display any health the juice had no healthier for consumers
benefits
The orangeofused
product
for added sugar
the background
colour as it is the
perfect shade to
compliment the rest 5.1.1 Front View of Package:
of the design.

The Mildura Logo

will remain the
same and at the
top of the bottle,
this way regular
customers will be
able to spot out
the packing within
The orange fruit and the supermarket
splash of juice is an and recognise it
aesthetic feature used despite the rest of
to draw potential the packaging
consumers attention. changes. The logo
is bright and the
green contrasts
with the rest of the
orange packaging
that will grab the
eyes of potential
customers walking
by. The colour
green when in
relation to food
represents fresh
Indication to the
and healthy food,
quantity of apple juice
this will help the
and the key
repositioning
considerations for
strategy.
consumers when
buying Orange Juice.
This also sets the
colour tone for the
rest of the package.
The green is the same
colour as the Mildura
logo and the light
orange background is
seen throughout the
package design.

1003 MKT Mildura Orange Juice Marketing Mix 10

 5.1.2 Right Side View of Package:
Same orange
background as front
for consistency.
Logo on right side
view to establish
brand recognition.

Speak bubble used

to display a more
casual approach to
the design of the
package. The
though bubble is
coming from a
glass of Orange
Juice and then
states facts about a
glass of Mildura
Orange Juice. This
approach is playful
and inviting to
customers while
also providing them
with vital
information about
the product that
might just convince
them to purchase
the juice.

1003 MKT Mildura Orange Juice Marketing Mix 11

 5.1.3 Left Side View of Package:
Same orange
background as
Logo on left side front for
view to establish consistency.
brand recognition.

Advertise on carton
Michelle Jenneke
endorsement. This
advertisement is
placed on the left
side as most right
sided people tilt
products to the right
when looking to read
more from the
carton. By stating
“recommended by
professional
Australian athletes”
implies more
Australian athletes
also drink Mildura
Orange Juice.
Michelle Jenneke is
also in her Australian
uniform which further
supports this
statement.

1003 MKT Mildura Orange Juice Marketing Mix 12

5.1.4 Back View of Package:

Same orange
Logo on back background as
view to establish front for
brand recognition. consistency.

Nutrition table
contains all relevant
information and
Ingredients meets legal
listed as per requirements.
legal
requirements.

Advertising the 10-

Instructions for
cent refund when
keep and safe
carton is taken to
consumption as
collection depot.
per legal
This shows potential
requirements.
customers that this
product is
recyclable.

Location of main
office free call line for
Proof of Mildura’s
customers to make
statement on front
enquires or
of carton that the
complaints about the
juice is made from
product.
locally sourced
ingredients.
Australian’s tend
to buy products
made in Australia
more than
overseas to help
their own
economies.

1003 MKT Mildura Orange Juice Marketing Mix 13

5.2 Price
Mildura’s pricing strategy will aim to further bolster their position within the Australian
fruit juice market. The strategy will aim to maintain the brand’s consumer base,
attract new customers, in particular, millennials or young professionals. In order to
successfully implement the pricing strategy, the price of the juice will remain the
same as it is at current, with the Orange Juice retailing at $3.85 for 2 litres of juice.
As the changes to the product are minimal and primarily to do so with the formatting
of the packaging, there will be no significant reason to alter the price, therefore, it will
remain stagnant.

Millennials as a demographic tend to spend more on juice if they perceive it to be

healthier or of a higher quality (Juice It Up!, 2018). However, Millennials in Australia
earn an average of $58,000 a year (McKay, 2019). This is comparatively low
compared to older generations average salaries. As seen in the table below, Mildura
2L Orange Juice is much better value for money compared to other Orange Juices
targeting same or similar markets. As a result, marketing the product of a high
quality, health conscious option with a reasonable price tag is bound to attract our
target market.
Juice Price/1L
Mildura 2L Orange Juice $1.92/1L
Original Juice Pulp Free Orange Juice 1.5L $3.33/1L
East coast Orange Juice 100 percent 2L $2.50/1L
Nudie Nothing but Orange Juice 3L $2.67/1L
(Information from table taken fromfor
Barcode Woolworths,
selling. Hope Island.)

5.3 Promotion
The promotional goal for Mildura is to build brand recognition, and therefore increase
the number of sales made. A way of reaching this goal is sending advertisements to
the new target market of millennials and young professionals. This will be done by
running advertisements and competitions on various social media platforms, such as
Instagram, Facebook, YouTube and TikTok. As well as using a youthful and vibrant
Australian sporting professional, such as Michelle Jenneke, to be the new face of
Mildura. Michelle is a successful Australian 100-meter hurdler athlete, she recently
came 4th at the 2018 Commonwealth Games held on the Gold Coast ("Athletics |
Result Women's 100m Hurdles Final - Gold Coast 2018 Commonwealth Games",
2018). She is also famous for doing a unique warm up dance before each race, a

1003 MKT Mildura Orange Juice Marketing Mix 14

quick google search of her name comes up with suggestions to search for the
warmup dance.

In a recent survey, it was found that 7 in 10 millennials report checking social media
more than once a day (Marketing Charts, 2018), reinforcing the ideology that an
engaging social media promotion and high rewarding competition will increase brand
recognition, and therefore increase net sales. Instagram will be the main platform in
which Mildura will run a seven-month competition, this competition will be called the
#MilduraChallenge. In the competition, entry goers will a video re-enacting the
Michelle Jenneke warm up dance, contestants must tag Mildura’s Instagram page,
@MilduraOJ, to gain an entrance. The more videos contestants upload the higher
chances of winning. The winner will selected by Mildura’s Marketing team. The grand
prize is a weeklong holiday in the Whitsundays in Queensland, at the Reef View
Holiday, with both travel and accommodation all paid for by Mildura. This competition
will be advertised on Instagram, Facebook,
YouTube and TikTok.

1003 MKT Mildura Orange Juice Marketing Mix 15

 5.3.1 Mock Up Instagram
Account

Business partnerships are also important to a successful marketing campaign. To

increase product distribution to locations that millennials and young professionals

1003 MKT Mildura Orange Juice Marketing Mix 16

that are physically active frequently visit. Mildura will sell its juices at gyms such as
GoodLife, Fitness First, World Gym and F45, this will encourage gym participants to
grab a refreshing bottle of Orange Juice after intense workouts and increase brand
Production
association with health and fitness.
Facility

National
Distribution

Interstate
Distribution

Regional
Distribution

5.4 Place Health and

To bolsterSupermarkets
promotion, MilduraWholefood Fitness
will utilise a push Precincts
place strategy by reinforcing
Grocers
negotiations with supermarkets, selectively targeting health and wholefood retailers
throughout the year and broadening distribution to be inclusive of fitness precincts
Consumer
(Refer to Figure 1: Distribution Model). The repositioned product will optimise
Consumer Consumer
supermarket placement by offering the product at both Woolworths and Coles (etc.
Aldi), with product shelving placement at average consumer eyelevel. It is proposed
that distribution to health precincts (Goodlife, Worlds gym etc), will optimise
convenience market bolstering customers association of Mildura Orange Juice with
health and fitness.

1003 MKT Mildura Orange Juice Marketing Mix 17

 Cost of Distribution

Transportation Storage & OH Administration & Sales Inventory

Figure 3: Distribution Model

Distribution will operate under a push distribution, utilising marketing intermediaries

to maintain positive relationship between retailer and production. Marketing
intermediaries will be used to simplify the product to consumer process enabling
easy and accessible transactions between companies. This liaison has been
included in the cost of distribution and is supported by a diverse administration and
sales team. To ensure supply and demand is maintained, 40% of funding will
transition to transportation to aid the optimisation of product accessibility. A further
30% of funding will develop a ‘just in time’ (JIT) storage facilities, to ensure product
freshness is maintained and aligning with brand image (Refer to Figure 2: Cost of
Distribution Chart).

1003 MKT Mildura Orange Juice Marketing Mix 18

Figure 2: Cost of Distribution

6.0 Evaluation and Control

Objective Metric Methodology Duration Responsibility
Increasing brand Brand Increasing digital Increase digital ads Marketing and
awareness by Awareness ad presence in across all platforms, Media team.
15% amongst (1) known health shifting each month
active and precincts. to reduce consumer
health fatigue.
professionals,
(2) and suburban Engaging and High online presence Marketing and
families within developing an over the next 12 Media team.
the next 12 online presence. months.
months.

Establishing Rostered cycle PR and Marketing

celebrity and between peak team.
company seasons. High gym
endorsements emphasis from
with Michelle August to October,
Jenneke and a with athlete
plethora of gyms. endorsement all
year round.

Create multi- #MilduraChallenge Marketing team.

platforms for competition utilising
consumers to social media
engage and platforms over seven
invest in business months.
rewards

Increase sales by Sales Growth Engaging Consistent online Marketing team.

15% within the consumers and presence over the
next 12 months developing an next 12 months.
online presence

1003 MKT Mildura Orange Juice Marketing Mix 19

 Product redesign Product redesign to Product sent to
appeal healthier, external design
high-quality and company.
reasonably priced.

Review of record Evaluated every Finance team.

sales fortnightly. fortnight.
Increase product Brand Increasing digital Increase digital ads Marketing
accessibility Awareness ad presence in across all platforms, Manager
(distribution known health shifting each month
channel) to precincts. to reduce consumer
increase brand fatigue.
awareness

Selectively January to March Intermediaries

targeting
distribution Revisit on October
channels and to organise end of
consumer year channels.
locations to
optimise product
dominance.

By implementing the following methodologies, the two objectives will be achieved

within the next twelve months on the pretence that progress is recorded fortnightly to
ensure that corrections can be made, and weaknesses identified. If methodologies
fail to achieve monthly growth of 1.25%, lacking fields will be identified and the issue
rectified within the following month.

1003 MKT Mildura Orange Juice Marketing Mix 20

7.0 Schedule
7.1 Gantt Chart

8.0 Conclusion & Recommendations

As numerous situational analysis revealed the linkage between health-conscious
consumer purchases, increase demand for affordable premium quality Australian
made juice and the key role of digital advertising. Mildura is advised to understand
and utilise the strategies detailed in this report to increase brand awareness by 15%
amongst young, active professionals and furthermore suburban families as well as
increase net sales by 15% annually. By optimising social media platforms, both
celebrity and company endorsements, simplified and targeted distribution and
revitalising the product, Mildura will be able to achieve these results.

As product packaging was redesigned to include Australian made logo, promote high
quality juice, promote CSR with recycable packaging and spotlight celebrity
endorsements. It is recommended that the current price for the Mildura 2Litre Orange

1003 MKT Mildura Orange Juice Marketing Mix 21

Juice remain the same to ensure brand loyalty during product redesign, this will
reduce negative reactions and increase positive brand association, furthermore,
aligning with brand recognition. Whilst product revitalisation addresses aesthetics, it
is recommended that Mildura optimising social media platforms to increase
consumer engagement and brand awareness. For the promotional efforts to
succeed, it is vital that content remains fresh, current and consistent. This is to
ensure that Mildura’s social media presence continues to grow at a steady and
stable rate.

To further cement Mildura’s brand awareness solution, product distribution will

increase under the strict guidance of Marketing Intermediaries, a push distribution
strategy and JIT deliveries. It is purposed that by applying and implementing the
above changes, strategies and company development that Mildura’s 2Litre Orange
Juice will increase brand recognition and annual net sales by 15% within the next
twelve months.

1003 MKT Mildura Orange Juice Marketing Mix 22

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transdirect-com-au.s3.amazonaws.com/uploads/2017/08/F45-logo-1024x819.jpg

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1003 MKT Mildura Orange Juice Marketing Mix 24

19. Murphy, N. (2017). 72% of Australians prefer locally sourced products.

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research/news/72-of-australians-prefer-locally-sourced-products-511606093

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67efb3a4f1393ab

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characteristics/

1003 MKT Mildura Orange Juice Marketing Mix 25