Ronnie's Refreshments Case Study

Great Essays
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

Related Documents

  • Improved Essays

    In Michael Pollan’s essay on the “The Consumer-A Republic of Fat” he argues about obesity in America. Is the Alcohol Republic and The Republic of Fat similar or disparate? Pollan uses ethos, pathos, and logos to help his argument in these two topics. Yes, his essay was strong, well thought out, and thorough.…

    • 527 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    Reed's Inc. Case Study

    • 322 Words
    • 2 Pages

    Reed’s products are sold in small shopping markets through specialty gourmet vendors, natural food stores, retail stores, convenience stores, restaurants, and select international markets. Reed’s gained 1% of their revenue through Asia, Canada, and Europe. Looking at this number you can predict that there might be potential to grow overseas especially in markets where tea and herbal drinks are popular. Reed’s Inc. has also benefited from the use of bottling beverages under private labels. The company bottles beverages under the MARTINELLI’s and the Izzie name.…

    • 322 Words
    • 2 Pages
    Improved Essays
  • Improved Essays

    Cracker Bar Essay

    • 875 Words
    • 4 Pages

    “Wow I can’t believe someone’s trying to close this restaurant,” I thought to myself as I was eating at Cracker Barrel. I enjoy going to your restaurant I go there often with my family on the weekends. The restaurant brings me and my family closer together. Your food is delicious and savory. I have read that your mission statement is to please your customers, every time I eat at our restaurant I am beyond pleased.…

    • 875 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Finally this paper will discuss whether or not the company should enter the global market by creating an online presence and selling lemonade online. Crisp Lemon The name of the lemonade company will be the Crisp Lemon. The name of the company is important when considering branding options because it gives the customers a way to identify your product. Business in Action states that branding enhances products because “It gives customers a way of recognizing and specifying a particular product so that they can choose it again or recommend it to others” (Bovee, 2012).…

    • 824 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    Situation Analysis: 5C’s One environment factor that provides opportunities for Allstar Allround brand is recommendations from doctors and physicians. These recommendations can increase this company’s market share, net income, and brand awareness. Allround brand offers 4- Hr. Multi Liquid medication.…

    • 1116 Words
    • 4 Pages
    Great Essays
  • Improved Essays

    Chipotle's Business Model

    • 397 Words
    • 2 Pages

    The organization’s business model satisfies the five interrelated factors for assessing ethical decisions, which effectively defines it as a socially responsible organization. They do this by supporting local family-farms through the promotion of local and organic food items on their menu over other unsustainable menu items. In doing so, the community benefits by keeping family-farms functional and productive, which in turn, keep locals employed while also keeping its customers and consumers happy and healthy. Perhaps the most potent question that gives doubt to the organization’s social responsibility is if it can still serve the interests of its stakeholders, which is also a factor to be considered in an ethical decision.…

    • 397 Words
    • 2 Pages
    Improved Essays
  • Improved Essays

    Gatorade Essay

    • 1550 Words
    • 7 Pages

    1.1 Company Background The Gatorade Company is an American manufacturer which produces sports-themed drinks as well as food products. The beverage was originated in 1965 by the University of Florida’s researchers who desired to ameliorate the performance of the Gators football team in sweltering condition. Gatorade has started to become a key part of sports gear since the Gators football team won the Orange Bowl in 1967. Currently, Gatorade is acquired by PepsiCo and it is available in more than 80 countries such as Australia, Russia, Korea, etc (Sibor et al. 2014).…

    • 1550 Words
    • 7 Pages
    Improved Essays
  • Improved Essays

    Advertisement can attract anyone that it wishes, especially crowds that are gullible and believe in the first thing they see or read. We see it everyday in our lives, but we may not realize it affects our actions. In the essay, “What’s Natural about Our Natural Products?”, Sarah Federman discusses the word “natural”, how it appeals to people and how it is used by companies to lure people into buying their products. By using the word natural, companies make people, especially, the health conscious people, believe that there is a difference between a "natural" product and a regular product. Federman uses her personal experience as well as solid facts.…

    • 754 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    A growing health awareness has led to higher demand for non-carbonated soft drinks. Coke and Pepsi have largely met this threat by diversifying into other product lines such as water, juice, tea, and sports…

    • 847 Words
    • 4 Pages
    Great Essays
  • Improved Essays

    Diverse clients have distinctive needs in Australia, and it once in a while is conceivable to fulfill all clients by treating them alike. The Australian Coca Cola Company (ACCC) must adopt mass promoting that alludes to treatment of the business as a homogenous gathering and offering the same advertising blend to all clients. It permits economies of scale to be acknowledged through large scale manufacturing, mass appropriation, and mass correspondence. It is imperative for Australian Coca Cola Company to clearly define its target market so that ACCC’s energies and funds can be well utilized in tailored marketing and sales efforts. You can only be sure to meet customer’s needs by first identifying the customers.…

    • 810 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Smoothie Swot Analysis

    • 1077 Words
    • 5 Pages

    However, the Smoothie formula provides superior flavor and nutrition in a shelf-stable form. This formula is Smoothie’s core competitive advantage which allows the company to position its products as uniquely different than those of its competitors. As such, Smoothie seeks to position its products as the first-choice smoothie beverage for the serious health-conscious consumer, including those who are seeking to lower their carbohydrate intake. The following is its core value proposition: “Smoothie beverage for the serious health-conscious folks.” Given this value proposition, Smoothie will develop its product, packaging, pricing and promotion to communicate this superior, prestige image.…

    • 1077 Words
    • 5 Pages
    Improved Essays
  • Great Essays

    Companies are always looking for new, enticing and creative ways to advertise to their target audience in a rapidly changing society. Where companies need to be careful not to arouse controversy with their adverts. I will be looking at how a single company, Budweiser, have adapted their marketing in the last 47 years by comparing two of their adverts. The first advert I will be looking at was published in 1963, it is a single image with a text overlay.…

    • 1267 Words
    • 6 Pages
    Great Essays
  • Improved Essays

    Case 11.1: Accounting/Finance Ethics Scenarios Main Ethical Issue(s) Financial professionals are often confronted with fiduciary issues which challenge their integrity, honesty, and ability to be transparent with stockholders and customers. They may be pressured to make decisions or participate in accounting practices that are clearly against company policy, financial or accounting rules, regulations, and code of ethics. In all three scenarios, employees are asked to make such decisions. Concepts and Theories Relevant to Case Economics and the bottom line are often the driving force behind decisions that are made within the organization.…

    • 1208 Words
    • 5 Pages
    Improved Essays
  • Decent Essays

    Ethics in Marketing – Importance, Scope and Concerns Marketing Ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Marketing ethics has influenced companies and their response is to market their products in a socially responsible way. The increasing trend of fare trade is an example of impact of marketing ethics. As stated by the Statement of Ethics of American Marketing Association, some ethical norms are - • Do not harm • Embrace ethical values such as honesty, responsibility, respect, fairness etc., • Foster trust in the marketing system No company is completely ethical or unethical, they might be ethical in one aspect and unethical in the other.…

    • 777 Words
    • 4 Pages
    Decent Essays
  • Superior Essays

    Coca-Cola has produced thousands of advertisements since the company’s creation with the goal of appealing to a broad range of consumers. Stylistically, Coca-Cola advertisements have changed over time, but their goal remains the same. This paper will use two Coca-Cola advertisements, one released in the United States in 1886 and the other in The Netherlands in May 2015, to discuss the delicate balance between using generalized advertisements compared to a more personalized style. Both of the advertisements advocate for personal satisfaction and a desire to be inclusive. In both cases, they present a range of consumers that can achieve personal happiness.…

    • 1254 Words
    • 5 Pages
    Superior Essays