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MARKETING PLAN amp SALES STRATEGY

MARKETING PLAN & SALES STRATEGY
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MARKETING PLAN & SALES STRATEGY
Marketing plan and sales strategy.
Marketing plan.
Premium Yogurt is a Non-Alcoholic Beverage Company. The company basically focuses on
producing Non-Alcoholic flavored yogurts. The company will be producing more than 20 different
yogurt flavors, including blueberry, strawberry, vanilla, mango, peach, raspberry, chocolate, and
pomegranate among others so as to cater for many different preferences and tastes of customers in
Fairfax County, Virginia. The company’s major customer target will be people who prefer Non-
Alcoholic Beverages because of health reasons or their lifestyle.
MISSION.
“Premium Yogurt Company mission statement is to be the global premier producer of great
tasting, high quality, and naturally flavored yogurts that meets the needs and preferences of all
our customers.”
OBJECTIVES.
The objective of premium yogurt is to:
Establish the premium yogurt business as the premier store in the region.
Achieve more than $250,000 in sales during the first six months operation through social
media-based marketing and community- based marketing.
Ensure an increment of up to 20 percent of the annual sale by the second year.
Ensure customer satisfaction in terms of product through the production of varying taste,
color, and texture of yogurt with customer preference.
MARKETING PLAN & SALES STRATEGY
Invest in marketing our product so as to raise our consumer awareness and customers of
our healthy product and uniqueness.
Target groups.
For premium Yoghurt Company, our market will entail three market categories;
Children aged 5 – 14 years old because they like sugary foods. They make up 13.3% of
the county’s population.
The middle-aged made up of youths aged between 15 – 24 years old because they are
educated, and are more concerned about a healthy lifestyle. This age group make up
12.4% of the county’s population
Families; for picnics, as well as for family events and celebrations such as birthdays and
thanksgiving.
The company will also reach out to sell our brands through involvement in event planning and
showgrounds.
Age.
Premium yogurt intends to serve all kinds of age groups in Fairfax regardless of age since
our products will be served as per the consumers’ preferences.
The target age groups will be children; 5-14, youths; 15-24, adults; <60 years. This cumulatively
accounts for more than 25.7% of the total population in Fairfax.
Education level.
Majority of the consumers are expected to have the knowledge about the effects and risks
of taking alcoholic drinks which may include liver damage, alcohol intoxication, and
MARKETING PLAN & SALES STRATEGY
carcinomas. Most consumers in the exemption of children are learned and will acknowledge the
different flavors of yogurt produced by the company. The company will ensure that the
customer's design and preference of color, taste, and flavor are of priority for customer
satisfaction. However, some consumers might enjoy our product not merely because of their
education level status on alcohol and health conscious but maybe as their lifestyle.
Income.
The targeted market has a median yearly household income of approximately $ 65,000
and 60 percent of the population lives in single unit houses. This explains that we are actually in
an affluent and financially stable area of the town.
Age group 18 – 30 years old tend to dispose most of their income on gratification
commodities presumably products that have prestigious value. Premium Yoghurt Company will
also target families by offering them on special occasions such as family bonding time for
approximately $20 versus $35 to $50 for a movie or a dinner.
Gender.
54.4% of the total population in Fairfax County are women. Premium yogurt will
particularly target young women due to their tendency to be more loyal to brands in their food
choices and also indulge in food in celebrations and stressful times.
Competition.
Premium yogurt will have minimal direct competition from other similar companies and
stores. We will, however, take a different approach to the market in terms of services and
MARKETING PLAN & SALES STRATEGY
product quality as well as customer preferences. Our marketing approach and business concept
are also completely different from other stores and companies in the local market.
Factors of the competition.
Customer perception factors.
Factor
Maximum
points
Premium
Yogurt.
Sweet frog
premium
frozen
yogurt.
Sweet berry.
Sweet Frog.
Purchase
price
10
7
6
7
7
Product
features
10
7
10
7
6
Indirect
expenses
10
7
9
7
6
Quality
10
9
9
7
5
Maintenance
10
9
9
9
6
Design and
style
10
10
10
9
8
Consumer
relationship
10
10
10
8
7
MARKETING PLAN & SALES STRATEGY
Recognition
of brand.
10
8
10
8
7
Delivery time.
10
8
10
8
7
Customer
service.
10
10
10
9
7
Total points.
10
77
93
79
72
Comments.
10
Average
Good
average
Average
Internal operational factors.
Factor
Maximum
points
Premium
Yogurt.
Sweet frog
premium
frozen
yogurt.
Sweet Frog
Marketing
program
10
10
10
8
Resources
(financial)
10
8
10
6
Access to
suppliers.
10
7
9
7
Technological
Competence.
10
8
10
7
Distribution.
10
7
9
7
MARKETING PLAN & SALES STRATEGY
Sales
competence.
10
7
9
7
Personnel and
morale.
10
10
10
9
Innovativeness.
10
8
9
8
Certification
and regulation
10
10
10
10
Total points
10
75
86
69
Comments.
10
Good
Good
Average
Market share.
Competitor
% of total revenues
% of total units sold
Market share trend.
Sweet frog premium
frozen yogurt.
50
50
increase
Sweet berry
30
30
Increase
Sweet Frog
20
20
increase
Competition strategy.
Premium yogurt is set to succeed in the local market by selling high quality, fresh and unique
products that are better than our customers expect. The company will majorly concentrate on the
three market segments that it targets by increasing our brand awareness during the first year of
MARKETING PLAN & SALES STRATEGY
business. The most important competitive edge will be the combination of a self-service
approach as well as an ultra-premium quality of yogurts offerings which is not present in the
local market.
The product consistency is also a key virtue that the company intends to ensure. The clarity of
signage, the ambiance, and the quality of the product will be emphasized to ensure a consumer
identifies with and repeats buying the same taste again. Our sales strategy will capitalize on
giving our customers a great experience that will keep them loyal to premium yogurt.
Premium yogurt message
Functions: premium yogurt intends to provide yogurts in all brands and flavors. We purpose to
produce products in our consumers’ preferences.
Finances: premium yogurt projects to increase its sales to $300,000 in the second half of the
year. This should be possible considering the plans put in place for advertisements and
awareness by the company.
Freedom: Since our margin of distribution is small, we will be able to offer deliveries to our
customers. Our customers will also have the privilege of customizing how they would their
yogurt made when in bulk in events and celebrations.
Feelings: we look forward to advertising and developing our brand to a point where our
customers would take pride in us and view us and our products as classy.
MARKETING PLAN & SALES STRATEGY
Future: premium yogurt projects to increase its target market and jurisdiction to reach beyond
Fairfax County in the coming year. This aims at improving our profits as well as availing our
quality services and products to those not within the county or even in Virginia.
Marketing vehicles. To build a brand.
Details
Frequency
Cost In Six
Months
professional services
web and graphics design
Services
Monthly
3000
advertising companies
Services
Monthly
12000
social media specialists
Services
Monthly
6000
marketing consultants
Services
Monthly
6000
Billboards
Services
Monthly
6000
media advertising
radio and television
Services
Monthly
12000
newspaper (print)
Services
Monthly
12000
Online
Services
Monthly
6000
Website
hosting and maintenance
Services
Monthly
4200
programming and developing
Services
Monthly
4200
true shows
Transportation
Services
Monthly
6000
MARKETING PLAN & SALES STRATEGY
Exhibition
Services
Monthly
3000
setup and fees
Services
Monthly
3000
customer networking and
marketing
Services
Monthly
13200
Other
-
-
-
gross total expenses
-
-
96600.0
MARKETING PLAN & SALES STRATEGY
REFERENCES.
Rhonda Abrahams, successful business plan, secrets & strategies, the planning shop, Palo Alto,
California.
Ready, K. (2011). ‘Startup: An insider's guide to launching and running a business’. Apress.
Santos, C. R. (2013). ‘Consumption culture in Europe: Insight into the beverage
industry’. Hershey, PA: Business Science Reference.
Grand View Research, (2017). ‘Nonalcoholic Beverage Market Analysis By Product (CSD),
Fruit Beverage, Bottled Water, Functional Beverage, Sports Drinks, By Distribution
Channel And Segment Forecasts, 2014-2025’. Retrieved April 2018 from
https://www.grandviewresearch.com/industry-analysis/nonalcoholic-beverage-market
The Financial Times, (2016). ‘Financial Times Thirst for adult soft drinks grows’. Retrieved
April 22, 2018, from https://www.ft.com/content/a639e708-c767-11e6-8f29-
9445cac8966f
“The Demand for Food Away From Home Full-Service or Fast Food?” (Hayden Stewart, Noel
Blisard, 2004) Retrieved from www.ers.usda.gov
America's top 10 healthiest fast food restaurants. (2009). Retrieved from
http://www.health.com/health/article/0,,20411588_last,00.html

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