Marketing Plan Essay Example

Marketing Plan Essay First of all my topic will be about promoting a drink that is new in the Market and which will be drink in my pub and soon in the supermarket and stores. The product that we have chosen to do our research on is mixing kind of alcohol with an energy drink. I will produces and sell this new energy drinks. It specializes in adult’s drink. The company and brand are new to the market. In order to provide a useful plan, the target segment has been identified and defined, a SWOT analysis has been carried out for the brand and organization, and marketing communications objectives have been set.The plan identifies the target market through segmentation variables. Finally the marketing communications objectives will be set in the final section. B. body: 1. Segmenting the Market: a. Knowing the target market that marketing message will be directed toward. i. Most relevant to this market are teenagers and adults ii. Students and youngest business men and women. b. Geography is another useful variety, place where I have to market my product. c. Understand and meet customers’ needs 2. SWOT ANALYSIS: A. Strength. i.The strengths are a devotion to customer service, and the design and innovativeness of the products. ii. This company produces only adult energy drinks and is therefore able to allocate more time and resources to improving only one line of product, unlike other energy drink manufacturers. iii. Some good price. B. Weakness: i. Being a new product, there is 0% awareness of this drink in the target. ii. Product for one place differ from product in a huge and known company C. Opportunities: 1. Find more customers and let age people ta ste it and try it 2.Set up a website and write a whole page about this products. D. Threats: 1. Other competitors may sell the same product like vodka, redbull. These are threats to the business as these businesses are running in the high street so if this business fails to impress the public they may find themselves losing customers. 3. MARKETINGMIX: a. product i. Improve it. ii. keeping on its localized branding and producing strategy b. price: i. long term objective ii. making a profit iii. keep competitors out iv. maximize sales and keep the product high profit v. harging high prices of new drinks which has no competitors yet c. promotion: i. advertising at lower possible cost ii. branding the product to be known by everyone iii. Short-term sales promotion by making a small gift for people to buy it. iv. The product must be promoted so that potential customers are aware that it exists d. place: i. finding the best place to sell this product which is my pub ii. Opening another pl ace like a supermarket to sell this drink too. iii. The product must be available for sale in a place that the customer will find convenient.C. conclusion: In conclusion it can be seen that the first half of the marketing communications plan has been completed. The target market has been identified as aged between 18 and 44, residing in urban areas in Beirut city, and purchasing the product for personal use. The SWOT analysis revealed that the major advantages are to let teenagers and adults drink this energy drinks with all it attractive design and functionality of the product. The major disadvantages are the lack of brand awareness.However, the marketing communications objectives set in the plan is to sell this product and let it be the first in market by making people drink it and come to my pub to enjoy and have fun and try my new product. And the final question will be: Will it be a good idea to produce this drink while opening my new pub or it will be a failure strategy? what is the impact of our competitors on our sales and in our new product? First of all my topic will be about promoting a drink that is new in the Market with new brand name (Alcobom) and which will be drink in my pub and n Lebanese supermarket and stores. The product that we have chosen to do our research on is mixing kind of alcohol with an energy drink with new brand name (Alcobom). I will produces and sell this new energy drinks. It specializes in adult’s drink. The company and brand are new to the market. In order to provide a useful plan, the target segment has been identified and defined, a SWOT analysis has been carried out for the brand and organization, and marketing communications objectives have been set. The plan identifies the target market through segmentation variables.Finally the marketing communications objectives will be set in the final section. In order to develop a sufficient marketing communications plan, it is necessary to first know the target market that marketing messages will be directed toward. And this could be approved by developing a sufficient marketing communications plan, it is necessary to first know the target market that marketing messages will be directed toward, for this reason we use the most variable relevant to this market which are age, family life cycle, geography, awareness level.Within this market it is possible to further segment the preferred target market for this new tasty product. Age can be used to further segment the market, Therefore the age of the target segment will be 18 to 44, as these individuals should be more likely to adopt new products. Geography is another useful variable. The target segment will live in the inner city or suburban areas of cities, and not on the outskirts of major urban areas or in rural areas. By using the above segmentation variables we now have a target segment at which to direct the marketing communications strategy.Internal factors are also evaluated in the SWOT analysis. Analysis of this product has revealed three major strengths and two major weaknesses. The strengths are a devotion to customer service, and the design and innovativeness of this energy drink. Each category of this SWOT analysis could be expanded. The business can then assess the results to decide if they can use their strengths to take advantage of the opportunities and introduce the new energy drinks. After assessing the results, they may decide that the weaknesses and threats need to be addressed before they can make any changes to their existing product line.Customer service is something that is still at a basic level in building relationships with new customers. This product offers outstanding after sales service, with teams located in every major Beirut city who are available 7 days a week and after hours on weekdays. I also has a follow-up strategy that includes phone calls and emails to new customers giving them full information about this product that by offering them an in vitation with one free ALCOBOM to try it.The other strength, the design and innovativeness of the products, is more tangible. This energy drink is produces only for adults and is therefore able to allocate more time and resources to improving only one line of product, unlike other energy drink manufacturers. The look of the adult drinks range is modern, using metallic colors on slim bottles, rather than the traditional images. There is one major internal weakness: the brand awareness. Being a new brand, there is 0% awareness of this product’s brand in the target segment.This will almost certainly present a weakness that will have to be addressed by the marketing communications effort, the appearance and functionality of the product, and the lack of attention to the adult drinks in the market. These factors will now be considered in relation to marketing communications objectives. Since there is 0% awareness of the brand, communications will begin by creating brand awareness, particularly awareness of the brand name. The achievement of increasing awareness of the brand name to 50% of the target market will create awareness and it will be transformed into interest and desire through the second objective.The second objective will be: Increase awareness of the portability and attractive design of the product to 25% of the target segment. According to the AIDA hierarchy: making people aware of a brand are much easier than persuading them to buy a brand or take some other action’(Duncan, 2005 p182). The figure of 25% is set due to this theory. Aiming to create awareness of the products tangible qualities will ideally create interest in the brand, which may result in action on behalf of the target segment.With these objectives set it will be possible to create marketing messages that are directed and can be evaluated in terms of their effectiveness and ability to achieve the company’s objectives. The objectives have been set in close attention to the SWOTs that were revealed earlier, in order to maximize the effect of the marketing communications effort. Marketing Mix: Products: Excluding markets expansion, our recommendation is to improve this product (Alcobom) and let its brand known by everyone by producing strategy to satisfy different customers and attract more prospects.Price: Long-term objectives and making a profit, depends on how we wish to position ourselves in the market place, or how we wish to establish our financial strategy. Here pricing may play a big role in marketing since if we begin with high prices people may say that this product is expensive relating to other products in market or it may be a good idea since charging high price for new products that at first has no competition, whereas low prices may leads people think that this product has a low quality.So pricing in this stage is very important method to think about thats why in this product we will start with normal prices to keep competitors out a nd to position ourselves at the premium end of the market to become the market leader. Promotion: Advertising is the most persuasive possible selling message to the right prospects (markets) for the product or service at the lowest possible cost. In this stage social media like Facebook, twitter, LinkedIn and others that may suit this stage, Also Sales Promotion can boost sales effectively.Money off vouchers, free gifts and competitions can encourage customers to buy this product, but it only works in the short term though, so other promotion strategies have to be used. Place: Place can play a big role in marketing a new product especially this kind of dinks since it may affect places that people may have fun in it, that’s why I used pub as a first place and supermarkets and stores as a second place to capture the customers from all sides where in a shop or a retail outlet, the merchandiser is in charge of the presentation of the products and of the store itself.Lebanon witne ssed in the last decade a robust economic growth. Indeed, the political and fiscal stability in the country let a positive economical environment and increased business confidences which created a healthy growth for internal and external investments. That’s why my topic which is marketing a new product like this energy drinks (Alcobom) is very important to me and to my career goals, because it is important to develop a career plan that will provide financial support and personal fulfillment over the course of my professional life especially to my own business.To make this transition from school to a professional career, I am going to achieve to the previous steps that will help me stay focused and motivated in meeting my goals and objectives. In conclusion it can be seen that the first half of the marketing communications plan has been completed. The target market has been identified as aged between 18 and 44, residing in urban areas in Beirut city, and purchasing the product for personal use. The SWOT analysis revealed that the major advantages are to let teenagers and adults drink this energy drinks with all it attractive design and functionality of the product.The major disadvantages are the lack of brand awareness. However, the marketing communications objectives set in the plan is to sell this product and let it be the first in market by making people drink it and come to my pub to enjoy and have fun and try my new product. Bibliograph: * Luke Arthur, Demand Media, How to Start a Pub Business, How to Open a Bar; Gina Pace; December 2010, article Luke Arthur has been writing professionally about how a manager can open a new business by introducing every step of business from A to Z, to me the articles were very great.I want an advice or article on how to run a successful restaurant. * http://www. syndicate. beirutrestaurants. com/boardofdirectors. html This websites talks about syndicates of owners of restaurants, cafes, night-clubs in Lebanon which is very important to my academic research where it gives me a full view about how our rules and regulation works in Lebanon by: * bringing the restaurant industry forward * improving professionalism in the industry * creating a solid network that includes all restaurants, cafes , nightclubs, bars and patisseries in Lebanon * enforcing quality, rules and regulations at all levels Making Beirut the gastronomical capital of the Middle East. * Malik Sharrieff, Demand Media, How to Write a Business Plan for Opening a Bar, article It gives me information about how to begin a business research and start a new business plan in the future. * Hiba Rayess, A Great Place to Start a Business, Lebanon, January 2, 2012 This articles talks about opening a business in Lebanon and it gives us a headlines why people is leaving Lebanon and opening a business outside Lebanon and that when Mr.Elie-Gregoire Khoury’s firm, Demander, specializes in digital image technologies talk about technology an d the internet and he added, A lot of entrepreneurs who started their businesses at that time left Lebanon in search of business opportunities abroad. He added that today it is an exciting period for our country because of the newly-introduced internet technologies. So here the technology plays a big role in opening a new business. * http://en. wikipedia. rg/wiki/List_of_countries_by_alcohol_consumption this cite talks about a list of country like Lebanon and other than Lebanon and the statistic that people can consume in drink in all kind of alcohol. * Laudon. C. Kenneth, Management Information System, eleventh Edition, Boston, 2011 This book prepares student for the real world of global business and information technology. Converting both the technology and management of information system, this book explore how businesses use information system to improve performance and lokks at the types of decisions manager face. Chris Petersen, going Global U. S Business Review (September 20 07): 16, 17 This book helps me to get ready for my new business by how I can get things done through the efforts of others. In addition you learn the basic of how to deal with a union should your firm have one? References: Duncan, T. 2005, Principles of Advertising amp; IMC (2nd ed. ), McGraw-Hill/Irwin, New York. Schiffman, L. et al, 2005, Consumer Behaviour, Pearson Education Australia, Frenchs Forest. We will write a custom essay sample on Marketing Plan specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Plan specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Plan specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Marketing Plan Essay Example Marketing Plan Essay This ewe mixed rice will be packaged in one pound pack for easy purchasing and storage. In todays market, there is major only either white rice or brown rice available, not yet any mixed rice available in the market. And according to Sads biannual milled rice distribution survey for food use, total domestic consumption of rice is about 47. 5 million, which equals over 19 pounds per capita (Liabilities. Com 2009). Even though there are many people consume rice, there are deferent needs exist in the whole market, and it Is Impossible that only one product or service can satisfy all the needs. In order to reach the maximum efficiency, the marketers have to clear understand the needs of the customers, and develop deferent products to them, and this Is called target market strategy. According to Solomon, Marshall, and Stuart (2008), target marketing strategy means delving the total market into different segments on the basis of customer characteristics, selecting one or more segments, and developing products to meet the needs of those specific segments. By measuring the observable aspects of a population, the size of the consumer can be known. Some aspects used to measure are age, size, gender, income, education, and Emily structure. Since each group has own shared behavior, the marketer can find the target one and design the product introduction message to attract them. Since the product is mixed grains and is required to cook before consume, the target consumer gender is female. It is not saying male dont know how to cook, the consumer demographics Is for general shared characteristics. Women who have family tend to cook more and mostly pay more attention to healthy food, so the age Is over 18 and women for the target consumer. We will write a custom essay sample on Marketing Plan specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Plan specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Plan specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In Dalton to consider gender and age of target consumer, chirographys is another important aspect to be taken into count. Chirographys is the use of psychological, sociological, and anthropological factors to construct market segments (Solomon, Marshall, and Stuart, 2008). Only divide consumers by age or gender are not enough, since those factors wont tell why they dont respond to a new product or promotion targeted at them. Study consumer chirographys helps solve this problem by providing their cryptographic characteristics for company to design the right plan to these customers. Some cryptographic characteristics of women who have family are steady-seeking rather than thrill-seeking, and they tend to interest In healthy topic. By discovering these characteristics, the company should make the package always same since change a lot will make them confuse of the consistence of the product. Also, the website of the product Is better to have a forum, or category of health recipes for the consumers to refer to. Doing so can satisfy their cryptographic need and become loyalty to the product. In Alton to Know ten consumer anemographic Ana psychoanalyst, knowing their act toward the product will help company to understand their buying behavior. The reason consumers buy the product can be used as promotion attraction to increase the sales. Take mixed grains as example, the grains are cooked when eating together, in the other words, part of consumers use it to cook for the family in the dinner time as side dish. Also, some consumers buy the mixed grains as gift to friends since the product is healthy and economic. The company can develop some gift wrap packaging for those who use it as gift to attract them to buy. And if website is too early and costly for the new product, print a recipe in the back of the product is also good to make these consumers want to buy. So the whole size and anemographic of this market has been analyzed, the new product will competing with others to gain the market share. In todays market, some general brands of rice are blue ribbon, mahatma, and wild harvest. However, they Just sell brown rice and regular white rice, which means there are no actual direct competitors in the market. Even though they are not selling same products, the rice they sell can be alternatives for the consumers and share the market, so it is very important to do an analysis of their product and then make the strategy for the gourmet blend of whole grains. After go to different supermarket to compare the price and quantity, the general price for these brands are around $1. 3 per pound for brown rice, and $0. 99 for white rice. There are grains such as oat and wheat selling individually, and the price are around $1. 5 per pound. So it is clear that if a customer wants to eat mixed rice, there is only one option which is to buy at least one pound per kind and mix together, this means five grains for about five dollars. After do the comparison, the advantage of gourmet blend of whole grains pops up, that is the mixed grains for only one dollar. The pricing strategy is set to use low price to enter the marketplace and attract all customers who consumes rice. For regular rice consumers who pay more attention to their health, eating whole grains can largely help on their health. According to whole grain council (2009), brown rice contains more than 200% fiber than brown rice, and oat is good for heart. The low price strategy can easier make these white rice consumers switching to a healthier choice. If the price for this gourmet blend of whole grains is too high, which means the cost to switch to a new product is big, then he possibility of success will be decreased. After setting the price for this mixed whole grains as one dollar, it is time to consider how to do the promotion. There are two kinds of sales promotion, one is for the trade, and the other is directly to the customers. As a specialty product, it is good to attend specialty food show, for example the fancy food show which is produced by the NANAS since 1955 and is the North Americas largest specialty food and beverage marketplace (Specification. Com 2009). During the show, there is a bigger opportunity to expose this new product to potential buyers. In addition to increase industry visibility, giving discounts and deals to supermarkets can help promote the product. For example, offer supermarkets additional discount to encourage them display the products in the entrance. However, this kind of discount would have drawbacks such as supermarkets will only purchase product when there is special discount, or they will buy a lot and resell to other retailers to get some profits. Besides to the promotion for the trade, customers should also be included since they are the end users for the product. Customers won Duty inanely Too also want to Know inanely recipe, It Is good to avian some delicious and healthy recipes on the website to attract customers. Also, cooking contest can be held and use this new product as ingredients to increase the interest from the customers and maintain their loyalty. As mentioned in the promotion methods, one way is to offer discounts to supermarkets, and this is part of the distribution. Only having a new and good product is not enough, a good marketing plan can bring the product to success, otherwise, it is Just a product. Selling to supermarkets is general idea for promoting a product; however, it is hard o do that directly since buyer is not so open to the public. Now it is time to think how the distribution channel works. One answer is that sell through distributors, who then will sell to supermarkets. For instance, unified grocers supply to many supermarkets, when a product is included in their data base, it will be reviewed by many other stores and consider the purchase. Another distribution way can be applied to this mixed whole grains is sell in bundle with other products. This idea is similar to gift box which contains many different kinds of products inside and the people buy it will view it as a one stop purchase. Doing so can largely increase sales since when the new product sells individually, the consumers might not think to make the purchase. However, if the new product is sold with many other things, there will always be something the customer wants and make the purchase. A good example could be treasure box which combines several products including meat, vegetables, and other ingredients for daily cooking in a box, and sells for thirty dollars. This gourmet blend of whole grains will be a very healthy product to be included in the box and sell to individual household. With the distribution aspect one, it is very important to has strong sales support to keep everything work smooth. Advertisement is one part in this section, the reason for this kind of support is to announce the benefits of the product, and remind existing customer to purchase repeatedly plus attract new customers. It is common to see a product shown on the billboard and with big text such as available in Albertson. There are also many products advertised through radio and mentioned products are available in major supermarkets. All these advertisement creates win-win situation to both manufacture and supermarkets, and the final goal is to increase sales. Sales support also including timely and properly delivery, trained customer sales, and ability to solve any problems occur. The manufacture or the distributors information is printed on the back of the package, and this information enables the customer to contact when they need. It is necessary to ensure the customer service people professional about the product and give satisfactory answer to build good customer relationship. Keeping good customer relationship is being paid more attention than ever before; this is because companies know that it costs much less to keeping existing customers than find new customers. Plus when the customers are loyalty to the company, they would recommend the products to their family and friends, which are the new customers that cost Just a little. With this marketing plan for the gourmet blend of whole grains, it can be introduced to the marketplace easier since the advantages, possible obstacles, service preparation, and other aspects have been considered. A good product cant stay in the market without a through marketing strategy; also marketing strategy will not work if there is no good product. So when these aspects are all ready, It Is tale to Introduce tons new pr coast to ten marketplace. Marketing Plan Essay Example Marketing Plan Essay Marketing Plan Prepared: April 2013 Table of Contents The Business 6 S. W. O. T. Analysts 8 Strengths 8 Weaknesses 8 An international not for profit organization with 10 years of federal support 8 Two other successful services like camp to belong and TFH camps the age group of programs is the widest range age group compared to all non-profit human services organization in Australia (age group : 7-25) 8 Rely heavily on government grants and funding Low public awareness compared to competitors They do not get enough funding as they wish to achieve their goals and visions. 8 Opportunities 8 Threats 8 Corporate Sponsorship Lifestyle solutions Programs/services in high demand 8 National disability grant National disability insurance scheme Scholarships Crime prevention funding 8 Work for experience program Other organization with similar visions (appendix one) Any NFG organization SEEKING government funding that lifestyle solutions applies for (appendix one) If implementation is poor then, it could result in lack of quality in their programs (could be expanding to fast) 8 S. W. O. T. Activity sheet 9 The Future (appendix five) 11 Vision statement: 11 Mission statement: 1 1 The Market 12 Market Environment 12 We will write a custom essay sample on Marketing Plan specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Plan specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Plan specifically for you FOR ONLY $16.38 $13.9/page Hire Writer When looking at the marketing environments there are three key elements, which are the internal environment, the micro environment and the macro environment. 12 Internal Environment 12 13 The internal environment is something that Lifestyle Solutions can directly control. When looking at the strengths and weaknesses, these are internal factors which can either negatively or positively affect lifestyles ability to compete within the market. 13 Micro Environment 13 The micromanagement is made from individuals and organizations that are close to the company and directly impact the customer experience. Examples would include the company itself, its suppliers, the markets and segments in which your business trades, your competition and also those around you who are not paying customers but still have an interest in your business. Lifestyle would need to consider how to recruit mentors and retain them. 13 The Finances 17 Executive Summary Lifestyle solutions are focusing on supporting people in creating lifestyle solutions. The purpose of this report is to focus on Lifestyle Solutions mentoring program. This program designed to help young males and females who are looking for a positive influence in their life. Unlike other competitors this program is designed for a broader aged group focusing on those aged between 7 and 25. Although this program has run internationally and shown signs of success, there are still problems that need to be addressed in order for the program to be successful within Lifestyle Solutions. What are the problems that arise with running a successful Mentoring Program 1. Difficult balancing act 2. The tyranny of distance 3. The measures of success 4. Poor implementation 5. High staff turnover 6. Difficulty in recruiting mentors 7. Receiving referrals. Needs to be run in conjunction with other programs. The positives from running a successful Mentoring Program 1. Reduced offending 2. Increased community involvement 4. More motivation. Recommendations to addressing these problems are 1 . Ensure mentors have sufficient training and are correctly matched with the recipient youth 2. Ensure mentors and recipient youth are close in distance and within similar cultures to en sure less personality clashes. 3. Ensure that your measures of success are quantitative statistical measures, to ensure you can Justify further funding. 4. Make sure your mentors are trained and ready to implement the program. Otherwise this will result in a high turnover of mentors, therefore resulting in difficulty recruiting. 5. The mentoring program needs to be run in conjunction with other programs. Lifestyle already runs Camp to belong and TFH camps so the mentoring program could be very successful running with these programs. There are three key elements when looking at the marketing environment Internal Environment Micro Environment Macro Environment The internal environment is something lifestyle can directly control. They can look at here strengths and weaknesses and determine weather these factors will negatively or positively affect there ability to compete within the market Micro environment is made from other individuals and organizations which are close to lifestyle and directly impact the customer experience. These factors may include suppliers, markets and segments which lifestyle trades in and the competition. Lifestyle need to consider how they are going recruit there mentors, train them and retain them. The macro environment is less controllable, Here we would consider P E S T L Political, economic, social, technological and Legal factors. With lifestyles mentoring program the Political factors are going to affect government grants. Economic forces will put strain on how much can spend and how they will spend it. Socio-cultural forces will have a huge impact on the mentoring program, as a whole, there goal is to help people make better lifestyle choices so therefore this is going to have a direct impact on society. Technological will have an affect on the mentoring program as the mentors need to keep in contact with the youth and phone calls, emails and keep are not capable without technology. Legal is defiantly meeting to keep in mind as the mentors are dealing with people from the age of 7, there is the Child protection Act and also very strict privacy and confidentiality clauses. To help ensure lifestyle solutions mentoring program is successful, there are the seven As in the marketing mix strategies which need to be looked at. First you have the Product, which is their mentoring program itself. Price is the next; this is where we analyses if lifestyle solutions are spending their money correctly on their mentoring program and how we can make it more cost effective and successful. We Hough of ways to help the mentoring program throughout the work for experience strategy. Where their mentoring program is successful, they can assign the youth with work experience to help further their lifestyle benefits through giving them experience in the workforce to help with life skills. The third P is promotion where we look at how lifestyle solutions can promote themselves as an organization. This can be shown by presenting how successful the mentoring program by showing case studies of the youth that has partaken in the program. This could also help when lifestyle solutions looks for corporate sponsors. The fourth P is place we suggest that lifestyle solutions should keep their programs close to their controlling base, that way they can do regular checks and monitor the program to help ensure its success. The fifth P is the People and one of the most important to help the mentoring program succeed. Through analyzing how other mentoring programs have failed the main problem was the people, as they were not matching the right mentors with the youth. A suggestion to lifestyle solutions is to match their mentors with their youth for example if there was an Islamic youth looking for a mentor they should try find a enter that is Islamic or very familiar with the religion. Another suggestion is more about the type of sponsorship lifestyle solutions would be searching for. It would not be wise to look for sponsors from a brewing companys like Carlton United Brewing or a gambling company TOBACCO. Lifestyle solutions need look at Corporations with more of a family feel like Woolworth or Coles. The sixth P is processes; this is all the 7 As combined which lifestyle must follow to ensure a good marketing strategy. The final P is Physical Evidence which is crucial when marketing their mentoring program, e suggest when applying for funding, grants, donations and sponsorship to have a report of facts and figures on how successful the mentoring program is and they plan to keep the success in the program. The Adoption process is a great way to test if the market will accept the Mentoring program. The adoption process for lifestyle we have suggested is for 12 months. In that time we are confident that Lifestyle will be able to move through each step in the adoption process smoothly and efficiently if they follow the steps of Awareness, Interest, Evaluation, Trial and Adoption. If any parts of these steps are not followed it is unlikely that the transition to the next stage will be fruitful for Lifestyle. An example of this would be if at the Awareness stage no media contacts were made, no community meetings attended and limited promotion at TAPES and Universities seeking quality volunteers, then there would be very little interest created, which is the next stage in the process. The Business Business name: Lifestyle Solutions (Status) Ltd Business structure: Company BAN: 85 097 999 347 CAN: 097 999 347 Date established: 30th August 2001 Business owner(s): [List all of the business owners. ] Products/services: Disability Support, Education, Child and Family Support, Social Enterprises. Business overview Lifestyle Solutions is a not for profit organization, founded in Newcastle in 2001 with a vision to provide person centered, flexible and responsive support services to people with disabilities, children, young people and adults who seek/need help with their lifestyle choices. Based on their vision lifestyle solution created various programs to help achieve their goals such as the TFH Camps which aim to develop self-esteem, self-confidence, build their social and behavioral management skills, work as part of team form positive relationship with other young people and careers, Camp to Belong which reunite siblings who, through no fault of their own, live in and out of home care who have been separated with their siblings and Mentoring. This marketing plan has been created to help lifestyle solutions achieve and enhance their goals and vision in their Mentoring program. S. W. O. T. Analysts S. W. O. T weakness/ threat Activity to address weakness/threat Not enough funding to achieve goals Marketing the company to people and asking for donations Looking at getting sponsorship Applying for scholarships businesses/governments have Not as popular as other organizations Advertising Lifestyle solutions through social media Other organizations being similar or looking for the same funding Show the difference between Lifestyle solutions and other human services organizations Show the great success of lifestyle solutions programs S. W. O. T opportunities Activity to address opportunity Sponsorship/Scholarships Research corporate companies that sponsor organizations or even look into potential corporate businesses that could sponsor Lifestyle solutions High demand programs Show this high demand for these programs to government/potential sponsors to help main sponsorship/grants/donations. National disability grant (appendix 2) Apply for this suitable grant Show that society will benefit from the a lot more if Lifestyle solutions was to get it Crime prevention funding (Appendix 3) Prove that lifestyle solutions can help improve crime rates in Australia Product/Service Description Price ETC Lifestyle camps held once a month which aim to develop self-esteem, self-confidence, build their social and behavioral management skills, work as part of a team and form positive relationships with other young people and careers. $1 55 000 a year Helping males and females aged 7-25 who are referred to as being at risk and are looking for a positive influence in their life $1 50 000 a year with 50 mentors and 50 people being mentored Camping to belong Reuniting siblings who, through no fault of their own, live in out of home care who have been separated with their siblings $50 000 a year Market position: Lifestyle solutions would be in the human services marketing which is quite a competitive scene as they have to compete with other organizations to apply for government funding, scholarships and sponsorships. Their market position loud be around average as they are not as well-known and wealthy as other human services organization but they do have enough income to run their programs. Unique selling position: Lifestyle solutions unique position is the large age group they work within their programs. Most human service companies cut their age limit at 18 however lifestyle solutions sees that even from the age to 18-24 many people find it hard to create a better lifestyle for themselves. This creates a beneficial unique selling position for sponsors and government grants/funding. Value to customer: lifestyle solutions to a customer are an option to improve their life wrought mentoring or TFH camps to help improve their lifestyle. Growth potential: Lifestyle solutions growth potential is quite high as every year lifestyle solutions income and revenue has been increasing and since 2007 you see them in constant annually surplus. (Appendix four) The Future (appendix five) Supporting people in creating lifestyle solutions. Mission statement: To walk with, support and work alongside people in creating lifestyle solutions that provide dignity and community. To facilitate living options within the community that provide equality of access, choice and solicitation for people we support. To provide mutually agreed upon accommodation and support options for people we support that are appropriate and non-intrusive. The Market The Mentoring Program is not so new. It has been run well overseas in the UK and US for many years and it has also had some successes in Australia too. No Arabic, South East Asian and Pacific Islander youth were matched to mentors in three years, signifying that acceptance is required from both sides being of the youth and the mentors. Once Lifestyle has all of these areas of concern under control, they can then approach the greater community for sponsorship to expand the program. No corporate sponsor would want to be involved with Lifestyles Mentor program until hey see a well run program that is at least 80% efficient in its operation. Market Environment the internal environment, the micro environment and the macro environment. Either negatively or positively affect lifestyles ability to compete within the market. Recruit mentors and retain them. Macro Environment The macro environment is less controllable. The macro environment consists of much larger all-encompassing influences (which impact the micro environment) from the broader global society. Here we would consider P E S T L Political issues, Economic issues, Social issues, Technology, and Legal factors amongst others. Within Lifestyle Solutions, the influence Politics would have included Government grants. Economic forces will affect the mentoring program as it puts strain on how much Lifestyle can spend and how they spend it. Socio-cultural forces is one which has a huge impact on the mentoring program, as there whole goal is to guide people to make better lifestyle choices, therefore this will have a direct impact on society. Technological would have an affect on the mentoring program as the mentors and the young people need to keep in contact, phone calls, emails and keep are not capable thou technology. Legal is something that will have impact on the mentoring program, as the program starts at people at the age of 7, there is the Child Protection Act, and very strict privacy and confidentiality clauses which the mentors need to be aware of and follow at all times. Marketing Strategy The Mentor program is not a new Product, but it does require some of the new product development (NYPD) steps reviewed. Steps 1, 2 and 3 of the NYPD have been done already for Lifestyle but a quick review could not hurt, being Idea Generation, Screening and Concept Evaluation respectively. Steps 4,5,6,7 and 8 of the NYPD are needed even though the mentoring program is not a new product it certainly needs a market strategy (step 4), business analysis (Step 5), product development (Step 6), test marketing (step 7) and commercialisms (Step 8). We know that there is a market for the Mentoring program, but Lifestyle need to form a marketing strategy involving. Projected Numbers How many volunteer mentors and recipient youth numbers is capable in the 1st year? 50 has been mentioned, but is this number too high? Could it that number be too high and therefore be detrimental to the quality of the program? marketing plan Essay Example marketing plan Paper Yumpanada Marketing Plan Table of Contents Page I. Product Description II. Target Market Ill. Demand and Supply Analysis 1. Survey Result 2. Observation Result 3. Focus Group Interview V. Sales Projection V. Marketing Mix 1. Product 2. Price 3. Place 4. Promotion VI. Marketing/Selling Expenses A. Product Description 3 3-12 9_10 11-12 12 12-13 13 13-14 Emapanadahan has made a very delicious concept of empanada. Empanadahan got information their target market so that the product will click in the market. The product is YUMPANADA. They also think of how to make it special to satisfy the consumers. Yumpanada is yours to try! B. Target Market Empanadahan has decided to sell Yumpanadas to the students of Xavier University. Empanadahan decided it so sell to Xavier University because they can surely afford Yumpanadas. Most of all the snacks of Xavier University are usual to them. Empanadahan, as student also of Xavier University, wants to have a taste and new snack to the campus so we thought to sell it to Xavier University students. 1. Area The company decided to sell the products in SEC Mall, Xavier University. 2. Demographic Profile The company will sell the product to the students of Xavier University in all colleges nd with a daily allowance of 100 and above. We will write a custom essay sample on marketing plan specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on marketing plan specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on marketing plan specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The company will sell this to students wno are Tina Ing a snack tnat wlll surely satlsTy tn C. Demand and Supply Analysis The survey was done of course to the campus because the companys target market is the students of Xavier University. The Survey Results and Pie Charts: 1 . Survey Questionnaire Result and Interpretation 1. Do you like Empanada? When we are doing our survey question in the campus we saw in the result that 91% of student in the campus like to eat Empanada and 9% dont like empanada. 2. If yes hat must be the filling of the Empanada you prefer? We make them a choice that what they prefer to fill in on the empanada and 45% prefer chicken to be the fill in and 33% on ground beef and 11% for both beef and tuna. 3. What size of Empanada do you prefer? In the 100 people that we conduct survey of what they prefer a bite size or medium size and 90% of student prefer medium size than bite size 10% only. 4. What time do you prefer to eat Empanada? The 100 respondents prefer to eat Empanada in Afternoon than morning and noon but some the Respondents prefer eat in the morning and noon also. . Do you like Empanada with vegetables inside? We put in our survey question that do they like empanada has a vegetable inside and 77% of students says that they like Empanada has a vegetable inside and 23% doesnt like empanada has a vegetable inside. 6. If yes what do you prefer? In the previous question 77% of the students said yes and they say 74% of students prefer fill it with potato and 11% on carrots and 15% prefer fill it with cabbage. 7. How much are you willing to spend for a snack daily? We ask them if how much is they spend for a snack daily and 50% says 10-15 pesos nd 24% says 16-20 pesos and 26% says that they spend 21 pesos above for a snack dally. At what price are they willing to buy for Empanada and they say 60% for 25 pesos and 28% for 18 pesos and 12% for 20 pesos. 9. Do you like Empanada that has sauce? We ask them if they prefer Empanada that has sauce and they say 85% of student says yes and 15% of students say no. 10. Do you prefer Empanada has a packaging? We ask them if they like Empanada has a packaging 81% of students said yes and 19 of students says it okay that it has not a packaging. Observation Results Mon Tue Wed Thu SY BEE TIN: Ham and Cheese WAFFLE TIME: American Hotdog Canadian Bacon Cheese Frank MAGIS CANTEEN: Empanada Total: 9 Fri Total Market Share 9996159795402 52. 14% 302825 33 34150 19. 45% 2021 182021 100 12. 97% 1515 13 16 16789. 72% 123 7 13445. 70% 771 100% Demand per month (Similar Products): 771 x 22 days= 3,393 units 5 days Demand per month for the product: 3,393 units x (market share) = 678. 60/679 units Daily Demand: 22 days Per capital consumption: Product price Total Units Total sales per week P15 P16 P18 771 402 150 75 P6030 P2400 P1800 Pl 350 P572 PCG= 12152= PIZ152 Pl 5. Practices of competitors: SY BEE TIN Location: MAGIS canteen, Xavier University Offers: Hotdog Sausage Price/Price range: Pl 5 Days of Operation: Monday- Saturday WAFFLE TIME Location: MAGIS canteen, xavler unlverslty Offers: Waffle Price/ Price range: P16-18 MAGIS CANTEEN Offers: Empanada Price/ Price range: P13 Days of operation: Monday- Saturday The companys interview and taste sampling of product was co nducted at Xavier University. There are many students in that day so we conducted an interview. Here are the names and comments the students the company interviewed: A. Names of respondents and courses 1. Nikki Macaspac BSBA- 3 2. Rhys Kirstein Masacay BSBA-3 3. Apple Mae Lumagbas 4. BenJ Chaves 5. Janessa Lavin CE-3 6. Chris Lawrence Idulan B. Feedback and comments What can you say about Yumpanada? lami siya, labun na ang sulod lami siya. okay lang, okay lang siya, lami ang sulod sa inyung empanada. Makabusog siya, lami iyang sulod tapos lami ang sauce. lami siya, lami ang chicken. Would you like to avail Yumpanada? All respondents said yes. How much would you spend to Yumpanada? mga ani kay 18 cguro akong price na gusto ant mga 15 cguro akong price ant cguro akong price ani kay 18 or 20, depende man pud sa flavor. Other comments/ improvements. iimprove lang ang inyung sauce mas lami Siya kung mayonnaise limprove ang dough, kelangan naa siyay taste dili kaayu nako malasahan ang potato, mas chada kung malasahan Siya pero okay naman Kayu slya, laDun na ang suloa D. Sales Projection (in volume and sales) Month Number of Selling Days Units to be sold per day Monthly volume to be p roduced Monthly Sales June 14 31 434 8680 July 20 620 12400 August 21 651 13020 September 682 13640 October 4 124 400 November 15 465 9300 December 8 248 4960 January February 19 589 11780 March 5 155 3100 E. Marketing Mix Yumpanada (empanada) is a snack that is deliciously made for customers satisfaction and unlike other empanadas they have usual taste and usual look to the customers. The Empanadahan (company) has thought to sell empanadas that is new taste and new look for the customers. Empanadahan has chicken and ground beef flavors that will surely satisfy our target market but and besides we have two muslims in our group and we put cabbage and potato in it and it has deliciously ade sauce that will surely love the consumers. 2. Price Our price is based on our interview and the survey questionnaires we conducted. The company also based this price in the direct materials of the product. The companys Yumpanada is worth P20. OO 3. Place Empanadahan will locat the store at Xavier University SEC Mall because its the second entrance of the school and many students go there to buy foods and snacks. Empanadahans store will be designed neatly and presentable to the customers. 4. Promotions Market Strategy Description Product Launching Making the people know that this company is existing. Making Facebook page and distributing flyers to the people. July Photo Liker Each time you like the photos we post then you will Hesta Promo cara If youVe purchased 10 yumpanada this month you will have a free Yumpanada. Pick a Prize The company offers you freebies and more every time you purchase Yumpanada. New Filling New filling will be launched. Scary isnt it? The company will have a scary face and costumes and designs ti the stores. Christmas Jingle and Costumes The company will sing Christmas songs and wear Santa Hat and store designs. Freedom Board Each customer could leave comments or messages to the board. February Free Hug Customers who purchase Yumpanada will have a free hug. Buy 2 take 1 Buy 2 Yumpanadas and 1 Yumpanada is yours. F. Marketing / Selling Expenses (Table Monthly Calendar) MONTH Marketing Strategies Materials / Equipment / Labor Unit Quantity Cost Total Cost Total Monthly Expense Flyers pcs 140 Poster 50 Internet usage hour 225 Fiesta Promo Card Bond paper and print Cartolina and ballpen 10 pc octoDer Haloween mask Haloween decor Santa Hat 45 85 Christmas Decor