1.0 INTRODUCTION

The Australian non-alcoholic beverages industry is one of the most dynamic and progressive sectors of the food and beverage market. At the beginning of this new century, soft drinks of all types were the number one item in consumers’ supermarket shopping trolleys and the number one preferred beverage of choice.

In the fruit juice market, Berri Ltd and Golden Circle are the leading companies in this industry. Despite the fact that Golden Circle has better brand equity than Berri Ltd, large market share is dominated by Berri Ltd. It is for this reason that this marketing plan is prepared for Golden Circle, to enable them to obtain significant market share whilst maintaining their high brand equity. This is a primary objective for Golden Circle, and this goal can be achieved through the introduction of a unique product to meet customer’s ever-changing requirements of taste.

Throughout this marketing plan, situational, customer and competitor analysis will be conducted, followed by examination of issues relating to the external environment and marketing information requirements. Furthermore, specific detail will be given to the company analysis of Golden Circle, followed by extensive discussion of the new product’s target market and marketing mix strategies.

Finally, implementation and control procedures are necessary to be considered, leading to particulars of forecasting and estimates of cost and sales. Furthermore an action plan will provide an outline of the activities to be carried out to fulfil the requirements needed for the successful implementations of marketing strategies proposed.