Marketing plan
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Transcript of Marketing plan
Health on WheelsCategory: Food Brand: Sysco Owns the right: Wesfamers
Group: C_11_02
Competitor Analysis
Australian healthy food market
High level of competition
No barriers to entry
Direct competitors such as Four hand restaurant, Grilled healthy burgers, Oriental healthy and Sumosalad
Major concerns
PESTL
Political
Economic
Sociocultural
Technological
Legal
SWOT
•Major competitors• Increasing competition
•Unstable economic environment
•A 5% annual market growth
•Strong market potential
•No longer satisfied with unhealthy food and lifestyle
• Inefficient kitchen production layout
• inefficiencies of recipe production
•Mobile•Change product range
•High quality •Healthy food
Strengths Weaknesses
ThreatsOpportunities
SMART Objectives
Mission Statement
Financial Objectives
Corporate Objectives
Market performance Objectives
Product Objectives
Target Market
Demographically
Geographically
Psycho-graphically
Behavioristically
Target Market
Potential
Size
Marketing
Product
Positioning
PositionClear Profile, context and credible
USP
Many locations
Health
X – Health on Wheels
X – Local (Paddington) competitors
X – Mc. D.
DifferentiationDifferentiation variables
Product Service Staff Image
Product range Economic Manageable Taste and quality Raw and Natural Healthier alternative
Easy to order Fast deliveryUseful advice
Competence Courtesy Credibility CommunicationProduct knowledge
Quality Ecology PleasantTargeted marketing
All in all, the entire package may be difficult to imitate.
Marketing Mix: Product
Physical goods
Service
Unique Selling PointHealth and mobility
Marketing Mix: Price
Selling channelsResale
Defensive pricing strategy - Cost-Based pricing
25% - Mark-up pricing strategy
Value-based pricing strategy
Marketing Mix: Promotion
Flyers
Free samples
Fairs, festivals and exhibits
Launching a website and social media
Word of mouth marketing
Marketing Mix: Place
LocationPaddington – fit to the target market
Changing
Walk in customers
BudgetSales forecast for the next three years
Year 1 Year 2 Year 3
Unit Sales
Snack meals 37,954 45,478 52,307
Full meals 26,754 27,451 29,321
Drinks 25,523 26,325 27,451
Total Unit Sales 90,231 99,254 109,179
Unit Prices Year 1 Year 2 Year 3
Average Snack Meals $6,50 $6.00 $5.00
Average Full Meals $11,50 $10.25 $10.25
Average Drinks $2,50 $3.00 $3.00
Sales
Snack Meals $249,701 $272,868 $261,535
Full Meals $307,671 $281,373 $300,540
Drinks $63,807 $78,975 $82,353
Total Sales $621,179 $633,216 $644,428
Budget
Promotion costs 2013 2014 2015
1. Free samples $10.000,00 $5.000,00 $5.000,00
2. Events $30.000,00 $20.000,00 $20.000,00
3. Volunteering $15.000,00 $15.000,00 $15.000,00
4. Flyers $5.000,00 - -
5. Website $25.000,00 $20.000,00 $7.500,00
6. Social Media - - -
Total Promotion cost/ year $87.013,00 $60.000,00 $47.500,00
14% of total sales 9% of total sales 7% of total sales
Implementation
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
1. Flyers 2. Free samples 3. Festivals 4. Volunteering 5. Website 6. Social Network
Conclusion
Healthy food in a convenient location
Young working adults of about 20-35
Created a strong position
Marketing Mix
References Secondary desk research
"5 Things You Need To Know About Marketing To Gen Y." psychologytoday. N.p., n.d. Web. 4 May 2014. <http://www.psychologytoday.com/blog/webs-influence/201305/5-things-you-need-know-about-marketing-gen-y>.
"Millennials." Wikipedia. Wikimedia Foundation, 5 Dec. 2014. Web. 4 May 2014. <http://en.wikipedia.org/wiki/Millennials>.
"Generation Y Consumer Behaviour | Ask Geny." Ask Geny. N.p., n.d. Web. 4 May 2014. <http://askgeny.com/generation-y-statistics/generation-y-consumer-behaviour/>.
"#4freerange chicken." SumoSalad. N.p., n.d. Web. 16 May 2014. <http://www.sumosalad.com>.
"My Top 10 Healthy Restaurants in Sydney." Live Healthy Simply. N.p., n.d. Web. 16 May 2014. <http://livehealthysimply.com/2012/11/my-top-10-healthy-restaurants-in-sydney-nov-2012/>.
"Kinetic: A Gourmet Food Truck for the Health-Conscious." Kickstarter. N.p., n.d. Web. 16 May 2014. <https://www.kickstarter.com/projects/1414424444/kinetic-a-gourmet-food-truck-for-the-health-consci?ref=discovery>.
Secondary research – Books
Elliott, Greg, Sharyn Thiele, and David Waller. Marketing. 2nd ed. Milton, Qld.: John Wiley and Sons Australia, 2012. Print.
Primary research – Lecture Bentrott, Ingo . "Dr." Marketing Foundation. University of Technology Sydney. CM05B.01.11 , Sydney. 24 Feb. 2014. Lecture.