Market Day Plan Essay

2241 words - 9 pages

STALL # 17

MARKET DAY IMPLEMENTATION:
MARKETING PLAN SUMMARY

AMB240 Marketing Planning and Management

Tutorial 5: Dominic Kauter Wednesday 2pm

Composed by
Shelley Lee | n8606081 |
Keegan Sutherland | n8827419 |
Taylor Willmott | n8620199 |
Gina Theron | n8002266 |
Ellyse Sainty | n8879800 |

PRODUCT
Berried offers Byron Bay Chocolate Factory’s gourmet chocolate coated fruit and nut and fresh, high quality strawberries packaged in a small take-away Chinese container.

The product has altered slightly in that Berried does not offer the strawberries pre-dipped. This is a conscious decision made by the marketing team to make the product a tangible item and an ...view middle of the document...

3. Accessories Me (Stall no. 23)
Located right next to Berried’s stall, increasing competition for passing customer

Although not in the same industry or selling a similar product, Accessories ME are situated right next to Berried and depending on their stall design, atmosphere and unique set up they could distract customers from Berried’s products.
TARGET MARKET and POSITIONING SUMMARY
SEGMENT | DESCRIPTION |
Roy Morgan Segment | Young Optimist |
Demographic | Average Age: 20Population: 78Gender: Male (19.2%)Female (80.8%)Average Income: $277 |

‘Berried’ hopes to achieve high customer need satisfaction within the segment by providing unique, consistent, interactive branding, a well-designed stall, and packaging that is both easy to carry and recyclable whilst maintaining a label associated with luxury.

“Berried will position itself as a premium-prestige sweet treat, with a fresh, healthy twist”

Berried seeks to fulfil a gap in the QUTopia market for specialised chocolate products, satisfying those who associate a sense of comfort and pleasure with chocolate; as well as offering a fresh and unique twist with strawberries.

MARKETING OBJECTIVES
SPECIFIC OBJECTIVE |
Achieve 70% total sales projection for Market day 1. Achieve 90% of total sales projection for Market day 2. Achieve 66.7% market share by the final market day 2. |
Implement price leadership to yield a 20% profit increase of the initial net profit projection of $2985 from market day 1 to 2. Achieve over 57% profitability for both market days. |
Obtain 5% more market share than closest competitor C’est Bon Bon by close of QUTopia |
Achieve 68% customer satisfaction. |
Achieve 20% brand awareness by market day 1. Achieve 40% brand awareness by market day 2. |
*Projections have been altered slightly in accordance with low marketing activities prior to Market Day 1.

MARKETING MIX STRATEGIES and TACTICS
STRATEGIES | Tactics |
PRODUCT | Berried is offering a specialty product which is non-durable. To increase its leverage in the market and to meet its sales objectives, Berried offers two product lines, marketed as ‘naughty or nice.’1. Naughty: Byron Bay Dark Chocolate served with Fresh Strawberries. 2. Nice: Byron bay Milk Chocolate/Mixed fruit Chocolate served with fresh strawberries.4.1.1 Branding- Berried chose the more rustic yet energetic specialized approach as this created a more premium brand feel and would give the product a sense of specialty. This approach was chosen to highlight the ‘premium’ product berried has to offer. While their product could be placed in the less premium and exclusive position, Berried would lose the connection between the brand and the product. By Incorporating a Current trend (The rustic yet energetic specialized approach) and a unique product line (Naughty and nice) to the brand strategy, Berried will be able to catch...

Other Papers Like Market Day Plan

Online Selling Essay

651 words - 3 pages focus your thoughts and be in valuable when it comes to developing your products on-line. In order to create effective business plan you must understand the market you are going into. In other words, you need to gather information, collect as much of it as possible as you can. You can never have too much information, even something which doesn’t seem to be important may turn-out to be crucial to your business plan at a later date. Second

Business Paper Yakult

971 words - 4 pages FORMAT OF THE MARKETING PLAN For MMABiz1 I. Executive Summary (Is done last. Should be 1 page which contains the important sections of the plan. It should start with an intro statement, reasons why you are doing the marketing plan, market situation, industry description, major competitor description, objectives of the plan, target market, key marketing strategies, and a brief description of the action plan for the 4Ps of marketing) II

Marketing

1345 words - 6 pages types of product. At the moment market is growing faster, competition are increasing. 2.1.4 Market Growth With the domestic market, our international market growth statistics will try to increase day by day. 2. SWOT Analysis: The following SWOT analysis captures the key strengths and weaknesses within the product and describes the opportunities and threats facing the product. 2.2.1 Strength: ➢ Try to be obtained at the

Learning

5454 words - 22 pages achieve sustainable market power in a market large enough to justify the investment. Learn more about what investors look for in technology investment. Building Block 2 – The Business Plan and Executive Summary MaRS – Business Planning and Financing Management Series Why Write a Business Plan? A business plan enables you to demonstrate to stakeholders, including founders and investors, that there is potential for considerable growth in a

Pl Gsl - Learning Task - Ansoff Product-Market Matrix (M4)

2889 words - 12 pages party plan distribution system that has been successful in Australia. Required 1. Classify each of the following four options by marking the corresponding number into the correct quadrant of the Ansoff product-market matrix:     Option 1: Develop the new range of ladies lingerie. Option 2: Sell products directly to day spas, hairdressers and beauty salons. Option 3: Own and operate day spas. Option 4: Expand the business into the United

Management

1028 words - 5 pages refusing to shop at Market Basket and taping their receipts from other supermarkets on Market Basket store windows; and Market Basket losing millions of dollars per day. The Arthur S. side of the family holds 49.5% of the company, while the Arthur T. side holds 50.5%. But the company has a Board of Directors that includes a number of family members, as well as three non-family members. In 2008, a board member on the Arthur S. side of the family

Marketing Stategy

579 words - 3 pages MARKETING This marketing plan is designed to promote the Florida Wine & Beer Festival. Marketing Strategy 4 P’s of Joie de Vivre 2010 Product: Florida Wine & Beer Festival. Price: $450 (for both Saturday and Sunday Admission). $250 (For one day of Admission.) Place: Miami Intercontinental Hotel Promotion: The Florida Wine & Beer Festival is about supporting the local wineries and breweries of South Florida and

Metabical

602 words - 3 pages ™ Lesser negative effects as compared to other available drugs ™ Only 1 tablet per day ™ Promotes a healthier lifestyle (behavioural modifications) ™ Came with a support plan ™ First drug in the overweight segment Our priority – ™ Overweight females (BMI 25-30) ™ Age group of 35-65 years ™ Income level of $50,000 - $80,000 ™ College-educated ™ The group of women wanted to lose 10- 30 pounds ™ Ready to change their lifestyle to stay

Jbs Swift and Co

644 words - 3 pages continuously increase of liability would gradually cause the business to go out of business in one day. Recommendation: I believe JBS should follow their core value that they should keep focusing on what they can control and forget the rest i.e. JBS should maintain a stable position in the existing market. Furthermore, instead of going global right away, it should definitely capture a bigger percentage of their current meat market and make sure they

The Stock Market for the Future

586 words - 3 pages your job can afford all the loans you’re taking and planning for the next day. Even when you grow up and get more responsibilities, the trip through the stock market game will be helpful more then you will ever think it is. Oh, and the most important thing, it can help you plan for the future so one day you will be grateful to be in this stock market game. One day, maybe twenty years later, you might be in your vacation in the Bahamas with

Market Research Case Study: Sperry/MacLennan

1494 words - 6 pages and director of S/M, realizes the need to expand operations into new markets because of declining architectural demand in the company’s regional market. In addition, the company anticipates further slowdown in late 1988 as well as a possible recession predicted by economists for the following year. Brooks is debating on how to implement the exportation of S/M’s services into new markets and must prepare his plan in time for a meeting with the other

Related Essays

Elements Of Marketing Plan Essay

1866 words - 8 pages convenient to measure performance and results of day to day activities. Strategic marketing plan serves as a blueprint for achieving marketing goals through inter connected, systematic and logical step by step procedures. To attain the marketing goals efficiently the strategic marketing plan analyses the market, competitors and internal and external environment while specifying the schedules, tasks, budgets and resources. The contents of strategic

Communication Plan Essay

920 words - 4 pages Communication Plan Kudler Fine Foods is launching a new ready brew gourmet coffee. The product launch is targeted for the domestic market of France and an international extension in Germany. The communication plan will evaluate the effective marketing and communication factors, the advertising and promotion programs, the helpful technology trends, and the marketing communication strategies for the domestic and international markets

Phurnace Software Case Stud Essay

615 words - 3 pages Phurnace Software, LLC: According to the business plan set forth in the case, assuming the purported software capabilities were real, I would invest in Phurnace Software due to four primary reasons, including solid market validation, niche market, favorable business model and huge potential market and conservative projection. Solid Market Validation: the market validation included both primary research and secondary data collection. The

Breeder's Own Pet Food Case Study

1037 words - 5 pages and one of the key focuses, targeting the older audience from age 21-55, the target audience most likely to buy the product, at multiple points in the day and night. The rest of the plan is targeting key member who would buy, for example, the quality conscious buyers would see the ad they have planned in Dog Fancy. Based on the industry standard, both of the plans (at $500,000 and $700,000) are high for the Boston market. However, they