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Bottle Green Marketing Strategy

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Understanding customers ' landscape

Bottle Green 's customers increase consumption during summer, and mainly buy in supermarkets and small outlets. are mainly part of the middle class. are typically influenced by the local markets ' advertisements and chef 's opinions, and commonly share their opinions with friends (post-purchase behaviours).

The above information points to two likely consumer behaviors defined by Kotler and Armstrong (cited in Harris and Schaefer, 2015):
1. 1habitual buyers, maybe predominant, as it 's typical for not expensive goods
2. variety-seeking buyers, some customers could sense a difference between brands and may try them, in fact Mr. Speers notices an increase …show more content…

Bottle Green 's marketing plan

Performing marketing plans and strategies are supported by marketing information. A marketing information systems would serve Bottle Green to organize marketing information making it accessible and allowing analysis, thus enabling extrapolation of data which is relevant to the marketing plans development, ensuring products match customers ' needs and follow or anticipate trends.
Comprised marketing information can include
Bottle Green internal records (internally available information like sales records, customer loyalty or other programmes, complaints, etc. Mostly will quantitative data.) marketing research on Bottle Green 's customers (information deriving from specific market researches, can integrate with much qualitative information.) marketing intelligence (publicly available information about competition, environment, politics and so on)
(source: adapted from Harris and Schaefer, …show more content…

Bottle Green can employ a variety of online channels for its Digital Marketing:

Owned media
Company owned resources like the Company 's website or e-commerce platform (online retail).
Versatile and controllable but scales slowly, can be mistrusted.
Paid media
Third party channel, paid to display ads or have better ranks in searches.
Scales fast and it 's controlled but can be ignored or not credible.
Earned media
Consumers ' own channel, on social media or online review sites, to share word-of-mouth and viral content.
It 's very credible and transparent but it 's not controllable and can allow negative messages.

An immediate and efficient activity, as remarked by Mrs. Woodcock, would be to build on Bottle Green 's social presence, an use it to advertise as well as building the relationships with its customers, encouraging to share opinions and limit negative word-of-mouth events.

To expand the distribution channels, Bottle Green could offer an online retail shop through an e-commerce system like magento, and offer the possibility to customers to share their purchases and opinion from the online shop to the social platforms where the company has a

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