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Case Study Of Cocoberry

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As a marketing manager, one must inform, persuade and remind the consumer of the new Cocoberries being introduced to them. First, to promote the new type of berries, market managers need to have a target segmentation. Target segmentation is the process where customers are cluster into one segment, for Driscoll’s to satisfy the needs of the consumer. According to Sara Dolnicar and Friedrich Leisch, in their article “Using segment level stability to select target segments in data-driven market segmentation studies,” market segmentation is used by firms to select the “most promising target segment.” When firms use target segmentation they can to find the specific target market to sell their product. Once the target segmentation of Cocoberries …show more content…

Currently, Driscoll’s uses commercials to promote their berries. They also use campaigns to promote the berries. On the Driscoll’s YouTube channel, they have an example, as seen in #BerryTogether Picnic in Twin Cities-Driscoll’s, of a campaign in Minneapolis to show the community that berries are better when shared together. They decided to put a 3D berry picnic where people were able to take pictures and enjoy berries after sharing a fun moment with their loved ones. Another way Driscoll’s like to promote their berries is on the website www.driscolls.com. On the website they offer the customers to sign up for a rewards club. The rewards club gives customers a $0.50 coupon, a birthday gift card, news, recipes, health and wellness tips. The promotion strategy of Driscoll’s is very …show more content…

Using penetrative pricing, it is the most helpful and convenient strategy to present our new product to the marketplace. In addition, setting a low price at the beginning to grab people’s attention and then increase the price gradually to reach the profit desired. Cocoberries will be a great snack for anyone that enjoys chocolate and strawberries. The effects of the channel management process are important to ensure the key measures of where and how Cocoberries will be distributed. Even though, Cocoberries have multiple competitors they are distinguish from others due to the packaging they will be sold in. Driscoll’s will help promote Cocoberries in different medias to help increase the demand of the

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