Ronnie's Refreshments Case Study

Therefore, Ronnie’s Refreshments does not need to focus on a particular demographic or consumer segment. Rather, the company needs to market itself to any consumer who cares about their health and would like to take an active role in becoming healthier.
The marketing of products to customers is important, but more important is identifying the proper message the company wishes to portray. The main message Ronnie’s Refreshments wants to depict is, “Our company has a genuine care in peoples’ health and wants to create a lasting bond with our customers and community to help in their journey to become healthier”. Ronnie’s Refreshments will embody these values several different ways. The first example is the company’s customer service, and taking …show more content…
As such, every organization should assess the competition they face in their specified target market. As stated above, Ronnie’s Refreshments’ target market is consumers who are focused on their health and seek health friendly products. Therefore, our competition is any company who also offers a healthy alternative within the beverage marketplace. This includes products such as: bottled water companies, Gatorade, PowerAde, protein shakes, herbal teas, as well as other health juice companies. It is obvious that Ronnie’s Refreshments will have fierce competition in the health beverage market. Further complicating matters is the fact that these competitors’ products are already well-established, and in most cases sold globally. This means the competition is already financially established with a solid revenue stream, and a recognizable brand the customer is already well familiar with. These facets are working contrarily with Ronnie’s Refreshments and will make the organization’s entrance into the market challenging. Even though competition in the market is high, there is still ample opportunity for Ronnie’s Refreshments to be successful. With that said, it will be paramount for Ronnie’s Refreshments to differentiate the company from the already established competitors. Since it will be difficult to truly differentiate our products from the competitors’, Ronnie’s Refreshments’ will have to differentiate the company’s philosophy instead. The first way Ronnie’s Refreshments can differentiate itself is through purchasing our ingredients directly from the local community. Compared to the larger corporations we are competing against, this “partnership” with the community will help to create a mutually beneficial relationship between the local market and Ronnie’s Refreshments. Lastly, in an attempt to make the community a healthier place, the organization will make donations to the local community. To