Product Objective

Wiikano Orchards has a number of goals, including rebranding the company's apple juice
products, raising prices in the most customer-friendly manner possible, recovering and
addressing existing losses, and regaining sales and income. The company has meticulously
planned the redevelopment of its marketing strategy, including digital marketing and a
value-based approach to branding, among other things.
Marketing Objective
Wiikano Orchards' current marketing strategy is to deliver freshly squeezed apple and high-
quality apple juices, fruit purée, and creamy fruit spread to customers through rancher
markets, supermarkets, and wholesalers. Squeezed apple deals have the most drastic
measure of profits.
4P’s
Product- New apples and a variety of other value-added items such as applesauce, apple
cider, and apple butter were initially sold directly to customers at farmer's markets.
Price- After broker and wholesaler fees, Wiikano received $0.52 per unit; retail costs
averaged $2.69 per unit. Accounts for store mark, on the other hand, included more than 40
small grocery stores. Since the company's minimum order size was lower than that of larger
processors, some accounts remained loyal. Wiikano received $0.49 per unit after fees and
allowances, with store labels accounting for 30% of overall juice sales. The average retail
price per unit was $2.49.
Place- Wiikano orchards' distribution channels are remarkable and fairly standard industry
practices. Via farmers markets and a small on-site shop, they sold fresh apples and other
value-added apple items directly to customers.
Promotions- Since wholesalers provided price or volume discounts to grocers, who then
offered additional discounts to customers, the business spent a small amount on consumer
promotions. Overall, Wiikano believed that Tuwa's consumers lacked brand loyalty because
they tended to buy solely on the basis of price.