OLIVE OIL
offering” (White, 2012). In the first utility of form, olive oil is a product that offers health benefits based on consumers health awareness. Recent studies have shown that olive oil has various uses that can be integrated into a person’s diet on a daily basis to prevent the following illnesses: protection of Heart disease by lowering bad cholesterol, various Cancers (e.g. breast, colon), High blood pressure, Diabetes, Rheumatoid Arthritis, Obesity, Osteoporosis, Alzheimer’s, and Depression. Some of these illnesses are the leading deaths of millions of people worldwide. In the second and third utilities, which are time and place olive oil can be purchased by consumers via distribution headquarters located in California and production facilities in other states. In the fourth utility of ease in possession, we offer different payment plans for example wire transfers, credit cards, and net terms for qualifying wholesale buyers. Most importantly is our 100% back money guarantee, for which we firmly stand behind the quality of our product. In marketing, “campaign development demands a marketing mix based on what a company is selling to a particular target market and how the company plans to reach it. Each campaign strategy will specify a message channel and a value proposition chosen to reach a specific target market and move individuals in that niche to action” (White, 2012). Our strategy of how to promote our product will be through various means of communications. By creating a health awareness of the properties and benefits of olive oil we are not only exposing the product to the health conscious consumers but all consumers in general. This one
OLIVE OIL
to one message will be transmitted by a mass market campaign as a form of electronic media, such as internet, website, emails, television, radio broadcasting, printed ads on bill boards, catalogs, brochures, and mailing lists (post cards). With all these forms of communications our campaign of advertising and marketing should be clear to all prospect distributors and consumers. The STP approach is essential in marketing because it allows segmentation to identify a potential group of customers, targeting those specific customers through marketing advertisements, and positioning your product to differentiate from competitors. “A market segment consists of a group of people who share a similar set of needs and