Marketing Plan And Sales Strategy

MARKETING PLAN & SALES STRATEGY

Name:

Reg.:

Tutor:

Task:

Institutional affiliation:

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

Product

features

Indirect

expenses

Quality

Maintenance

Design and

style

Consumer

relationship

MARKETING PLAN & SALES STRATEGY

Recognition

of brand.

Delivery time.

Customer

service.

Total points.

Comments.

Average

Good

average

Average

Internal operational factors.

Factor

Maximum

points

Premium

Yogurt.

Sweet frog

premium

frozen

yogurt.

Sweet berry

Sweet Frog

Marketing

program

Resources

(financial)

Access to

suppliers.

Technological

Competence.

Distribution.

MARKETING PLAN & SALES STRATEGY

Sales

competence.

Personnel and

morale.

Innovativeness.

Certification

and regulation

Total points

Comments.

Good

Average

Market share.

Competitor

% of total revenues

% of total units sold

Market share trend.

Sweet frog premium

frozen yogurt.

increase

Sweet berry

Increase

Sweet Frog

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

Place new order. It's free, fast and safe

Paper type

Deadline

Page count

550 words

Total price: $ 15.00

Our customers say

Jeff Curtis

USA, Student

"I'm fully satisfied with the essay I've just received. When I read it, I felt like it was exactly what I wanted to say, but couldn’t find the necessary words. Thank you!"

Ian McGregor

UK, Student

"I don’t know what I would do without your assistance! With your help, I met my deadline just in time and the work was very professional. I will be back in several days with another assignment!"

Shannon Williams

Canada, Student

"It was the perfect experience! I enjoyed working with my writer, he delivered my work on time and followed all the guidelines about the referencing and contents."