Marketing: Fresh Direct

Final Group Project

Case Study: Fresh Direct

Introduction

Fresh Direct Services Company has steadily over time, and is currently entrenched as a leading market player in the vending services industry. Historically, the company owes its origin to Scott Halloran in the year 1993, as a part time initiative to make extra money. The original idea was to supply beverages, in fresh form, to specific market segments. The marketing strategy was that every customer was valued and they satisfaction was the major drive for value additive services. The company has experienced a lot of developments including expansion of its coverage and product ranges. After successful beginning, the founder went full time and had the business incorporated in the year 1995. Based on the company’s official information, steady growth has been realized over the years, with over 20 employees in fulltime job.

Marketing approaches

Fresh Direct Services employees several strategies to create and capture customer value. One strategy is to carry out proactive brand management. The management carries out this activity through employment of broad range promotional concepts with a view to enhance the customers’ attitudes and perceptions of particular products. The idea is to ensure that brands of the beverages remain strong in the market while the customers get value for their money. According to Professor Kotler (95), the idea of engaging in product as well as brand management is to ensure that there is brand equity and that the desires of the customers are aligned and is in line with the experience that comes with the consumption as the brands are associated with certain unique product characteristics. Product and brand management increases the volume sales because customers will routinely make comparison with other products of competing firms. Ideally, the amount of profit generated by a product determines the value of the brand (Percy & Elliot, 125).

Another strategy employed by the...