By: Jenny Dunn
July 22, 2025
In today’s fast-paced wellness market, setting clear, actionable marketing goals is crucial for successfully launching new products. Marketing goals act as a guide for promotional campaigns, brand positioning, and customer engagement. For Elderberry Delight, a sugar-free, all-natural functional beverage designed to support immunity and cognition, these goals must align with both internal company aims and external industry standards.
Why Marketing Objectives Matter
Marketing objectives are specific, measurable outcomes a brand aims to achieve to support broader business goals—such as building brand awareness, increasing market share, or driving online sales. For example, a SMART marketing objective for Elderberry Delight could be:
Boost brand awareness among Gen Z and Millennial consumers by 30% within six months through influencer-led social media campaigns and event-based sampling efforts.
This goal is Specific (brand awareness among a target demographic), Measurable (30% increase), Achievable (based on DTC strategy), Relevant (supports brand visibility), and Time-bound (within six months), fulfilling the SMART framework recommended by Cumberland (2023).
Aligning Objectives with Company Mission and Strengths
The marketing goals for Elderberry Delight must align with its core mission: delivering scientifically backed, health-boosting beverages that meet modern consumer expectations. According to the SWOT analysis, the product’s strengths—such as its adaptogenic ingredients, clean-label formula, and sustainable positioning—resonate with younger, health-conscious buyers who value transparency (Mintel, 2023; Carr & Maggini, 2017).
For instance, one aligned objective might be:
Secure 10 new wholesale accounts from independent health food retailers in the western U.S. during Q1 2026 by highlighting our clean-label, plant-based formulation.
This objective not only promotes brand growth but also remains aligned with the mission of providing wellness-focused solutions through responsible distribution channels.
Addressing Weaknesses and Capitalizing on Opportunities
As highlighted in the SWOT chart and accompanying report, the brand faces certain limitations—namely, limited recognition and consumer skepticism about health claims. These weaknesses can be turned into strategic opportunities by using educational marketing tactics. A SMART goal might be:
Launch a three-month digital education campaign featuring video testimonials and expert commentary to enhance consumer understanding of product benefits, leading to a 20% increase in email subscriptions.
This initiative tackles both the communication gap and the need for evidence-based messaging while building a loyal email list for future campaigns (Read et al., 2019).
Additionally, the chance to grow via direct-to-consumer (DTC) platforms is key to Elderberry Delight’s go-to-market strategy. A sample SMART goal might be:
Achieve 15% of total monthly sales through DTC e-commerce within the first year by participating in 10 wellness pop-up events and partnering with two digital wellness influencers.
This ensures alignment between online and experiential marketing channels to foster trial and loyalty (OnStrategy Virtual Strategist, 2023).
Legal and Ethical Considerations
With any marketing plan—especially in the health and wellness sector—it is crucial to uphold legal and ethical standards. Elderberry Delight’s messaging must comply with FDA and FTC regulations regarding functional claims and ingredient transparency (Armstrong, 2024). Ethical marketing involves using science-backed language and responsibly disclosing health claims, while avoiding exaggerated or misleading information.
Moreover, since the brand appeals to socially conscious consumers, sustainable packaging and ethical sourcing are not just operational concerns but vital elements of the brand promise. Aligning marketing goals with these values ensures consistency and fosters trust with the target audience (Tiralongo et al., 2016).
411 Takeaways
Marketing objectives are more than just numerical targets—they serve as the strategic connection between vision and execution. By grounding each goal in the SMART framework and aligning with brand strengths, mission, and legal standards, Elderberry Delight can confidently approach the competitive functional beverage market. Through careful planning and ethical storytelling, the brand is well-positioned to earn trust, boost engagement, and grow sustainably in a health-conscious world.
References
Armstrong, R. (2024, August 13). The ultimate guide to marketing compliance. Digital Asset Management.
Carr, A. C., & Maggini, S. (2017). Vitamin C and immune function. Nutrients, 9(11), 1211. https://doi.org/10.3390/nu9111211
Cumberland, N. (2023, June 21). Foundations of performance management: Creating SMART goals. LinkedIn Learning. https://www.linkedin.com/learning/foundations-of-performance-management/creating-smart-goals-22396745?u=2106393
Mintel. (2023). US Functional Beverages Market Report. https://www.mintel.com
OnStrategy Virtual Strategist. (2023). How to use SWOT analysis. https://www.youtube.com/watch?v=F61jgtEZLsA&t=13s
Read, S. A., Obeid, S., Ahlenstiel, C., & Ahlenstiel, G. (2019). Zinc and immune function: The biological basis of altered resistance to infection. Journal of Immunology, 4(6), 143–159.
Tiralongo, E., Wee, S. S., & Lea, R. A. (2016). Elderberry supplementation reduces cold duration and symptoms in air travelers. Journal of Functional Foods, 27(1), 173–180. https://doi.org/10.1016/j.jff.2016.09.001
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