Executive Summary

This marketing plan has been prepared for Golden Circle Ltd, for its new product development to fulfil the company’s objectives, based on the organisations commitment to meet the needs and desires of consumers today, and in the years to come.

In evaluating the macro environment of the organisation, it is evident that Golden Circle has the potential to strengthen its current market position, whilst retaining brand equity. The plan is to introduce a new product to a present market (24% reconstituted juice) which is currently in decline stages. The new product ‘Real Fruits’ is so unique and innovative that it will attract sufficient number of consumers and recover the declining sector of the 24% reconstituted juice. Overall, this will present Golden Circle with a product development opportunity.