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Running head: MARKETING PLAN Marketing Plan and Sales Strategy and a Marketing Budget Name: Course: Tutor: Date: 2 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 3 MARKETING PLAN 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 4 MARKETING PLAN 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). 5 MARKETING PLAN 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.