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An Over View Of The Product Super Jam Marketing Essay

As a youngster, Fraser Doherty from Edinburgh, Scotland was always considering the creative procedure for discovering simple products that people wanted to buy and was always seeking to grow vegetables and appearance after chickens in his parents garden. At the age of 14, his grandmother educated him steps to make jam, and the same day he made a few jars and sold them to the neighbours. He appreciated making jam that folks enjoyed and noticed it as a possible way to make a little extra pocket money. But he had no idea that, over the approaching five years, this tiny enterprise would grow into a multimillion money company Eat Super Ltd. It now supplies ASDA, Tesco, Waitrose and a great many other huge supermarket chains.

Super jam is a product. Basically something is what satisfies customer needs. Products are tangible physical real or touchable goods. So for a consumer to buy the product they must like it. There should be an association. This connection could be in the proper execution of taste, ad, appearance and or many other reasons. Companies must always delight the customer in any possible way. As a result companies must be customer motivated. At the end it mainly all boils down to the customer. Therefore there are elements that must be considered so that products or even services may be taken to the market that will offer you value to consumers and satisfy their demands and this is named the Marketing Mix. It is also known as the 4Ps. The 4Ps are Product, Promotion, Price and Place. Also there will be the 7Ps and they're physical information, product, price, place, promotion, people, and process. These above rules are being used by business as tools to aid them in going after their goals. . The firm can thrive only when consumers see a need that its product can handle, notice the product and its own abilities, decide that it's the best accessible solution, check out buy it, and be satisfied with the result of the purchase.

The current UK jam market has been growing slowly but surely, but product invention has boosted its image in the downturn. The jam category has been stifled when you are perceived as old fashioned and detrimental. The tough economy boosted consumer curiosity about foods which may have the young ones and health factors. This business lead to manufacturers to boost the jam category with more healthy varieties in unusual flavours and extra pack sizes. There are several solutions to ensure success with branding. It is essential to choose the right name, using the correct advertising, applying the finest strategy, and using the most important program techniques are some materials had a need to make a branding work successful. Branding is an efficient online marketing strategy tool. Nowadays, branding is experiencing a new popularity caused by new, pioneering applications. Hence, the name of the brand is created superjam. It really is hip modern and catchy. Superjam has a value proposition which sorts the basis of the initial Selling Proposition (USP). The USP is the main element differentiator which is strengthened by branding.

As the marketplace becomes more global, new branding opportunities will establish. Consumers' preferences and preferences will also change with the ideals and norms of the time. Brand owners and marketers must continue to monitor these situations if they desire to be successful in the future. (Rooney 1995)1. Super Jam' key differentiation from other brands is its superfluity content which underscores the brand's health emphasis. Super Jam marketplaces itself as a in front thinking company with a nod towards the original. The Company's marketing efforts have centered on underlining a affordability preposition along with a caring image.


Question 1:

The strategies found in Superjam as a product is what managed to get successful. It is very customer centric. Therefore, they used E-marketing as a strategy. The well recorded use of blogs, some networks or even free to use websites to communicate with customers is a great strategy. This might be considered qualitative research methods. Qualitative inductive research is essential to create advancements in marketing communications, branding and advertising. The theory here or the benefit of this is to observe the consumer behaviour. It is identified by (Solomon at al. , in 2002, p. 5) as the study of the operations involved when individuals or communities choose, purchase, use or dispose of products, services, ideas or experience to satisfy desires and needs. The reactions from the consumers may specify the success of the online marketing strategy. It also helps marketers to recognize opportunities and dangers. Then this leads to and helps in the marketing research. It forecast the online marketing strategy decisions and makes these decisions more effective. The marketing research is ultimately the hyperlink between consumers, the public and the internet entrepreneur.

The launch of an charitable task in 2008 called the SuperJam Tea Gatherings is part of an great online marketing strategy to enhance and keep maintaining the brand. The facial skin to face consumer communication is vital. It offers the brand a great relationship with the local committee. The role and participation of the creator is a fantastic way of branding and marketing strategy. He shows the real human modest area of him, since it is unusual that people or customers connect to the founders of any company or an enterprise. It provides customer communication, feedback and satisfaction. It gives a brand a more social home cooked and modest image. People usually will positively relate to it. Unquestionably it is a very smart successful plan and it provides new ways for growth paths. This is certainly inventing a new value system by his hands on approach and contribution in selling his product in supermarkets and tea people. In the long run you want to get significant potential competitive advantages on your competition. SuperJam has up to now hosted over 100 tea functions in Britain, Scotland and Wales for elderly people who live unaccompanied or in assisted living facilities.

There are other key concepts of marketing that must be held in consideration and they're: needs, wants, demands, market segments, exchange, orders and romantic relationships, value and satisfaction, products. They have got a simple online strategy and they have a definite goal. They have a clear goal with well defined objectives. Strategic marketing planning is to define target markets and segments, then setting out the route and competitive procedure that the organisation wishes to use within these markets. (Baines et al. , 2008, p180). Furthermore, the planning process includes evaluation where you develop tactical plans and perform the program by the procedure of (execution) which then leads to assess results by the procedure of (control). Strategic plan includes the mission, the strategic goals, and the external and internal proper audit, the SWOT research which stands for advantages, weaknesses, opportunities, and threats. In addition, there has to be a portfolio research.

Question 2:

Consumer action must be studied in factor. Since customers always are irrational. One day they want something the other day they have got something completely different to what they got. They make an effort to be different. They always look for fresh ideas, services, prefer to explore. They do not behave randomly. Their habit is a complex combination of rational and psychological factors and mindful and unconscious processes which comes from internal and external factors. So a marketing decision maker must always understand that consumers do not take action their age, their category, or even sometimes their love-making. Ultimately utilization alters by situation, time and varies by consumers. Many businesses just evaporate from the market unless they diversify. They must always have new ideas. Super jam has a value proposition. Value proposition sorts the basis of the Unique Offering Proposition (USP). The USP is the key differentiator which is reinforced by branding.

Super Jam can boost the brand and increase sales by the next the below ideas, recommendations and strategies such as offering to more retail outlets inside EU and going into the American, Midsection East and Far East markets. To be able to improve sales outside European union, they need to find new distributers and suppliers who've wide distribution sites which practices hub and spoke model. Such that it can reach many immediate and indirect customers. Also, the introduction of innovative models like tiny jars, Sachets, and packets for airlines, cruises and hotels is another great way to familiarize the product to some other clients and help to make it global. Attaining cost leadership by establishing new production plants to increase the production capacity, so that the price of development can be reduced resulting in low price quality product. New flavors can be unveiled after conducting general market trends which suites global flavor. Tying up with hotel chains and providing products through their shops and restaurants. The formation of alliances with any company producing bread and add combo deals [bakery and jam] at feasible price. Supplying institutions and kindergartens is another strategy. Moreover, the introduction of advertisements in health care newspapers and diet centers, such as weight watchers. They are able to diversify by adding new products like their own brands of breads; jam flavored donuts, peanut butter, ice cream toppings, jelly or even honey.

Introducing commitment programs to online registered customers and providing them with free Recipe booklets, present baskets and coupons are numerous ideas and ways to increase sales. Changing the looks of the exterior packing on the essential of situations such as Halloween, Easter and Christmas and also gift baskets at the time of these events is another fun idea to catch the attention of customer's attention. Furthermore, changing the form of the jar therefore the jam can be easily squeezable is another strategy. Furthermore, the jar may mirror the image of any famous cartoon character or kid movie star such as Hannah Montana makes it more desirable for children. If brand power is the amount of connection to a brand, and brand value is dependant on the future earnings of a brand then your higher the brand durability the bigger the brand value.

Managers of brands (definitely not marketers by themselves) should therefore manage, and seek to maximise, both brand power and brand value. The natural long-term results of this should be increased success. (Hardwood 2000)2


SWOT analysis is a tool used to judge the strengths, weaknesses, opportunities, and hazards of a business and its own environment. It's the first level of planning process and helps marketers to recognize the factor which is beneficial and unfavorable to accomplish corporate aim.


1 Underlining affordability plus a caring image.

2 Good BRANDS and reputation.

3 Loyal customers

4 Quality of the merchandise.

5 Low prices in comparison to competitor


Lack of wider selection of distribution channel to attain more and new customers.

Lack of big media advertisement.

Limited product range.

Lack of Capital for buying global scale operation.


Tap the Untapped market. Moving to new region and countries by direct exporting, appointing sales subsidiary or development subsidiary

Tie up with retails hotel group and Air line industries to draw in new customers.

Introduce some persona which is very popular among children's and elders. From the jam for advertising campaign.

Acquisition and Merger of any existing company within or outside the country, which enables global entrance.


Competition in the home market with traditional company.

Competition between players in costs the products.

Competitors have better distribution channel which permit them to reach more customers.


To sum up, super jam as something reached it concentrate on customers easily because than it superior quality and traditional image. But as time passes, like every other product, deal of ultra jam will also reach its saturation point and later decline in sales and reputation, unless any type of re executive of its marketing strategies are not introduced into the product and service. They have to focus on new parts & customers by way of expanding globally by introducing new proactive marketing strategies and there by attaining first mover benefit in the market.

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