DECA Marketing Strategies Master Document
Scenario
Scenario:
You are the marketing team for **FreshBurst Smoothies**, a mid-sized smoothie and
healthy snack brand that sells through retail stores, its own cafés, third-party delivery apps,
and an online subscription box. Sales are strong, but competition from new juice bars and
national chains is increasing. FreshBurst wants to improve brand awareness, increase
market share among teens and young adults, improve profitability, and expand into two
new cities. Your team must recommend product, price, place, and promotion strategies—
plus supporting operations and customer experience decisions.
1. Product Strategies
• Product Development & Innovation: Introduce a protein-packed smoothie line targeting
student athletes.
• Branding: Refresh logo to appear more modern and health-forward.
• Packaging: Add eco-friendly, compostable cups with QR codes.
• Product Mix: Add seasonal flavors (Mango Sunrise Summer Blend).
• Quality: Improve fruit sourcing for fresher taste.
2. Price Strategies
• Penetration Pricing: Launch new smoothie line with a temporary $1 discount.
• Psychological Pricing: Price popular smoothies at $4.99.
• Bundle Pricing: Offer a 'Smoothie + Energy Bite' combo.
• Dynamic Pricing: Lower prices during slow hours (‘Happy Hour Smoothies’).
• Competitive Pricing: Match competitor pricing in new markets.
3. Place / Distribution Strategies
• Omnichannel: Sync app orders, rewards, and in-store purchases.
• E-Commerce: Launch a subscription smoothie ingredient box.
• Retail: Add FreshBurst smoothies to college campus stores.
• Pop-Up Shops: Open pop-ups at local sports events.
• Logistics: Partner with a 3PL to expand into two new cities.
4. Promotion Strategies
• Advertising: Run TikTok ads targeting students.
• Sales Promotion: Offer a free topping for first-time app users.
• PR: Partner with local fitness influencers.
• Personal Selling: Train baristas to upsell add-ons (chia seeds, protein boosts).
• Digital Marketing: Create a social media challenge (#BurstYourDay).
5. People Strategies
• Training: Train staff to greet every customer with energy.
• Customer Experience: Fast problem resolution for incorrect orders.
• Incentives: Provide rewards to employees with highest upsells.
• Uniforms: Bright, clean uniforms matching brand colors.
6. Process Strategies
• Mobile Ordering: Reduce wait times with app ordering.
• Checkout: Add self-ordering kiosks.
• Subscription: Monthly snack box service.
• Customer Flow: Redesign store to separate mobile pickup area.
7. Physical Evidence
• Store Ambience: Fresh, clean, tropical-inspired visuals.
• Packaging: High-quality, compostable cups with vibrant branding.
• Website: Clean, modern design showing health benefits.
8. Market Segmentation
• Demographic: Target teens and young adults.
• Psychographic: Health-conscious gym goers.
• Geographic: Expand into warm-weather states.
• Behavioral: Focus on daily smoothie drinkers.
9. Growth Strategies
• Market Penetration: Increase loyalty rewards.
• Market Development: Expand into two new cities.
• Product Development: Create a new energy bar line.
• Partnerships: Collaborate with local gyms.
10. CRM Strategies
• Loyalty Program: Points per purchase.
• Personalization: Recommend items based on past orders.
• Surveys: Collect feedback after online orders.
• VIP Program: Early access to seasonal flavors.
11. Competitive Strategies
• Differentiation: Emphasize fresh, locally sourced ingredients.
• Low-Cost: Offer affordable small smoothie options.
• Blue Ocean: Introduce customizable superfood bowls.
• Defensive Strategy: Increase advertising when competitors run promos.
12. Social Responsibility Strategies
• Sustainability: Compostable packaging.
• Charity: Donate meals to local shelters.
• Ethical Sourcing: Partner with fair-trade fruit suppliers.
• Community Engagement: Host free ‘Wellness Saturdays’ events.
