PROMOTIONAL STRATEGIES

Ocean Spray Promotional Strategies



Executive Summary

Ocean Spray Cranberries Inc is an agricultural based cooperative operating in the United States/ The Company was initially started by three cranberry growers 75 years ago and then later in the year 1976, Florida grapefruit growers joined the co-operative in 1976.By identifying the strengths and weaknesses within the company, Ocean Spray Cranberries Inc is able to assess its business processes and operations. The company is able to recognize areas that require improvement and capitalize on areas in which it excels. By assessing the opportunities and threats potentially posed by the industry, Ocean Spray Cranberries Inc is increasing its awareness and actively improving its competitive market position. Ocean Spray Cranberries Inc several types of juices and other products such as fresh fruits, dried fruits, sauces etc that are available regularly at the leading outlets around the state. An additional specialty in the Cranberry sauce range was launched on the Christmas season. After determining the appropriate target market, Ocean Spray Cranberries Inc exhibits successful marketing techniques. The company maintains a positive reputation and increases its visibility through active advertising measures.

Ocean Spray Promotional Strategies

Introduction

Ocean Spray Cranberries Inc is officially operating since 1976.By identifying the strengths and weaknesses within the company; Ocean Spray Cranberries Inc is able to assess its business processes and operations. The company is able to recognize areas that require improvement and capitalize on areas in which it excels. By visiting a variety of other companies and manufacturing points and speaking with the many owners, they were able to expand their knowledge of juice making and sauce making. The two were also able to compare and contrast the different organizations and determine their own preferences regarding both business and production operations.

Ocean Spray Cranberries Inc has enjoyed significant growth since its opening year (Wind, 2001, pp 155). Today over twenty additional retail outlets around the state provide the public with the opportunity to purchase and enjoy the products of Ocean Spray Cranberries Inc. The company has developed a positive, well-respected reputation and a valuable return customer base among the community, the state and the region. Known for excellent customer service, a welcoming atmosphere, and enjoyable products, Ocean Spray Cranberries Inc continues to enrich the community and the state with a pleasant reputation in juice, sauces and its other products. The company has recently announced the re-launch of its new product range of the cranberry sauce, with completely new packaging and taste.

Findings

The Service

Ocean Spray Cranberries Inc strives to offer its customers, a unique experience of taste and quality. The goal of the owners is twofold: to provide their customers with quality products at affordable price as well as to educate and encourage a new appreciation for the sauces and juice making process. Ocean Spray Cranberries Inc also experiments with producing several specialty products that are available on a limited or seasonal basis. These products are only available at certain times of the year or for certain special events. In addition to producing and selling sauces, juices ...