Download docx 81699216_Assignment 2 Marketing Pla

Running head: MARKETING PLAN
Marketing Plan and Sales Strategy and a Marketing Budget
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MARKETING PLAN
Marketing Plan and Sales Strategy and a Marketing Budget
Atlanta, Georgia
Marketing is key to success
Company’s target market
Given that this special drink helps in weight loss, then the target market for this drink
comprises majorly of the adults. The reason being the greatest numbers of adults in the US are
either overweight or obese. Aside from the adults the drink also targets all those who are
overweight and obese regardless of their age. There are some children who are obese and
overweight and need to use this drink to help them reduce weight. There are those who lack time
to exercise mostly students who are on part time jobs. They need this drink so they can reduce
weight what does not need any of their time. All these demographics sum up the targeted market
for the drink. The drink is tasty with natural and healthy recipe that may attract any other
population left out. The drink can be consumed with any other individual who is not overweight
or obese as it has no effects to them but a nutritious drink. Our target market also includes
individuals who want try out a new drink and want to have a change of taste. This company’s
mission statement majorly targets the consumers of the product or the target market and not
much emphasis is placed on the product itself.
The drink will be rolled out in Atlanta, the capital of Georgia that has a total population
of approximately 463,878 people as at 2015. Therefore the entire market population targeted by
the company is almost 90% of the entire population. It is because most of them fall in the
classification discussed above as the adults, obese and the general public and lovers of non
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alcoholic drinks who are interested in a change in taste. The company intends to define its own
distribution channel but at the moment, it will start by selling through other businesses that are
already established through Atlanta. Atlanta has about 15 renowned retailers in the beverage
business. The company can use one of the retailers to channel its products since it is a new
product with no defined retail and distribution channel.
Company’s market competition
The product is most likely to face stiff competition from SlimFast, Suntory, and other
smaller companies. The industry has a number of competitors but it is not yet flooded with many
competitors in Atlanta. Skinnypop has a cutting edge that will help it to overcome the other
competitor. The drink is tasty unlike the other slimming products. This will increase the market
of the product and not just restrict it to those who are obese and in need to reduce weight. The
drink does not also need additional exercise to supplement to it as all it is required of the
consumer is take it as prescribed to get the desired results (Perrey & Spillecke, 2013).
The other products are only to be used by those in need to cut weight but Skinnypop can
be consumed by the other people who are not obese and in need to cut weight. The product has a
wider market compared to its competitors mentioned above. It is more of a soft drink than a
medicinal drink that is intended for a specific group of persons. Though there are many other
competitors in the sector, our company has been able to discriminate the product and make it
unique from the rest (Kunitzky, 2011).
Marketing Vehicles
These are the marketing medium through which the company can use to create awareness
of the product Skinnypop. The company should use broadcast as its main marketing media.
Broadcasting is a popular and most relied channel of marketing as many big companies even
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most of all of our competitors do use this channel and it has proven successful. It is because
most of the target population can easily be found through television advertisements. Most adults
watch television and are most likely to be captured. The company should also use social media
as their marketing vehicle, this is because a lot of the target population is on social media and
most of their free time is spent on social media. The company can also market through other
retail stores as they advertise the wide range of products that they have (Primary Research
Group, 2007). The company may also start sponsoring social events that attract a lot of people in
future when the company is financially stable enough, this way they will be able to market their
products more. Skinnypop can also be sold through resellers who deal in non alcoholic
beverages. The company can start by allowing them the product even on credit as they try out the
market and they are paid commission of the sales they make. Most resellers may not be willing
to invest in new product now well known. These resellers already have a control in the market
and have a control of the distribution channel therefore; selling though the resellers will be an
easy way of the company getting to consumers (Halsall & Dunn, 2013).
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References
Halsall, C., & Dunn, M. (2013). The marketing accountability imperative: Driving superior
returns on marketing investments. San Francisco, Calif: Jossey-Bass.
Kunitzky, R. (2011). Partnership marketing: How to grow your business and transform your
brand through smart collaboration. Mississauga, Ont: Wiley.
Perrey, J., & Spillecke, D. (2013). Retail marketing and branding: A definitive guide to
maximizing ROI. Chichester: Wiley.
Primary Research Group. (2007). Survey of college marketing programs. New York, N.Y:
Primary Research Group.