assignment 3

Assignment 2

Marketing Plan

Priysha Kapoor

BUS 599 - Strategic Management

Strayer University

Dr. Theresa Poussaint

October 31, 2019

Target Market

Mama Lassi will position itself as a unique enterprise, offering different flavors of organic-rich Lacchi (also known as Lassi) drink to Indian markets. The variety of lassi flavors that come with the Mama Lassi brand will be its unique selling point in the beverage market in countries and regions (Abrams, 2014). Mama Lassi stresses healthy living with a therapeutic benefit for all different classes of consumers and all ages. However, the beverage will most appeal to youths, working-class, and the retired elderly, will additionally serve its flavored beverages in glasses and disposable mugs as an on-the-go consumable. This will render it a sustainable business for the future and a convenient meal for the target market (Deepak & Jeyakumar, 2019).

Mamma Lassi will expand to America specifically in West Springfield, Virginia, 22152. The town currently has a population size of 30,556, with a population of 4,806. The dominant races mainly consist of the whites at 55.2%, Asians at 23%, and African American at 12.6%. The town has a sizeable number of male to female ratio and with a median population of 39 (U.S. Bureau, 2019). This means that the majority of the population consists of the working class making it a suitable target (Data Access and Dissemination Systems, 2019). The region has an individual with a per-annum income of 122,446, with most houses being owned and with a nuclear family setting. Furthermore, the beverage is new to the American markets rendering it perfect to the market that will enjoy for the first time the 12 flavors of Lassi drink to be retailing at 1.99 USD at Mama Lassi Kiosk. Relatively, Mama Lassi is sensitive to serve the entire market segment regardless of their cultural, religious, and racial affiliations. Thus, it seeks to capitalize on the market as the whole wishing for a new and refreshing taste of a newly unleashed healthy beverage in the US market.

Market Competition

Mama Lassi does not have any close competition that produces the same secret ingredient of organic flavors for its beverage. However, there are a variety of non-alcoholic beverage players existing in the market, including smoothies. Smoothie firms around make different flavored beverages but do not have the organic touch similar as Lacchi from Mama Lassi brand. Unlike the other brands is that they do not maintain direct contact with consumers, and smoothies are sold to retailers and are not consumable ‘on-the-go’. There are complains about it’s flavors and use of additives with most working-class populations seeking to avoid smoothies altogether (Abrams, 2014). Due to its uniqueness in the beverage market, the firm can easily branch out to other retailers in promoting its brand.

Furthermore, being an organic ‘on-the-go’ consumable makes it convenient and accessible commodity to its market. The market only has small players in the Springfield smoothies markets that are also not doing well at the moment. Nonetheless, the brand image will be packaged in the selling strategy of the firm to ensure that it is familiar with the target consumers, i.e., the youths, the business class, and the elderly. This will help solidify the loyalty status for the brand in the market (Deepak & Jeyakumar, 2019).

The competition for Lassi beverage is more on smoothies as opposed to juices. Unlike smoothies, whose raw inputs are non-organic, Mamma Lassi solely relies on organic produce from India. Furthermore, penetrating this market considering that the Mama Lassi beverage is a specialty offering to the market mainly served by juice and smoothie businesses. Additionally, since the firm does not have enough funds to expand into the American market, it will have to come up with an efficient supply chain and ensure that the prices remain at a considerable/ favorable level for the market to afford the product (Deepak & Jeyakumar, 2019). Since the enterprise competitors do achieve the healthier alternative needed for the market Mama Lassi beverage will benefit from the ease of capitalizing in the target market. Also, using its enriched secret formulae, the consumer will also be directly involved in the supply chain in an effort to render its operation as transparent as possible and win over consumer trust (Deepak & Jeyakumar, 2019).

Company Message

For Lassi beverages, the distinct definitive functions it serves to the market include the flavor and therapeutic benefits. The beverage is not only rich in flavor but also of healthcare benefits to the market (Deepak & Jeyakumar, 2019). Since it majors in selling of healthy non-alcoholic beverage it message to the market is that of “kick start your day with a healthy glass of rejuvenating lassi drink”. The message is appropriate since it is backed with the five F’s of the marketing strategy (Abrams, 2014). As a fist strategy (focus) it seeks to reflect on the business mission declaration of “positively enhancing the quality of life to people from all walks of life”. Also, as a second strategy (follow-through) the business seek to investigate and come up with answers regarding the health benefits of their portfolio items and likely reasons for product defects and sales decline or preference for alternative in the beverage market (Deepak & Jeyakumar, 2019). As a third strategy (feedback) the business will solicit consumer response, as well as response from its internal staff and those of competitors in improving its beverage quality and status in the market. For example, information regarding the pricing, service quality, and consumer relationship will be established to help leverage sales. Relatively, as a third strategy (flexibility) will study of the dynamism of the beverage market that Mamma Lassi exist, including the changing regulations within the industry. As a final strategy (fun) the business will engage in fun-filled production and selling tactics that increase the morale and confidence of its main stakeholders, i.e., the consumers and the staff to proliferate the firm’s success in the market (Deepak & Jeyakumar, 2019).

Marketing Vehicles

An appropriate marketing vehicle for the entity’s brand is through capitalizing on the use of real time marketing strategy for immediate data and feedback (CITE). A considerable marketing vehicle will be the use of the social media such as Facebook and Twitter. The use of the social media platforms provides a cost-effective alternative for both small and large enterprises to thrive in the market thru soliciting for real-time or up-to-date data vital in implementing instantaneous strategies of winning over a huge market share. Furthermore, the American food and beverage market continues to advocate for a healthy lifestyle that would make the product self-advertise and appeal to the market (Abrams, 2014). Current statistics point out the threat of obesity for both the young, youthful and the elderly. The attributes of lassi products to the American market will further render it as the most anticipated and messianic beverage in the wider American market. This means it will likely become the hype of the market prior to its launch date (Deepak & Jeyakumar, 2019). These attributes will be an easing marketing and selling point for the product in the vast American markets. Furthermore, many suppliers will be willing to associate with the product winning over the admiration of many suppliers and retailers. The strategy will definitely source a farfetched market size and win the market craze especially with its appealing and tasty brand flavors (Abrams, 2014).

References

Abrams, R. (2014). Successful business plan: Secrets & strategies (6th ed.). Palo Alto, CA: PlanningShop

Data Access and Dissemination Systems (DADS). (2010, October 5). American FactFinder - Results. Retrieved https://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF.

Deepak, R. K. A., & Jeyakumar, S. (2019). Marketing management. Educreation Publishing.

U.S. Census Bureau. (2019, May 20). List of All Surveys. Retrieved from https://www.census.gov/programs-surveys/surveys-programs.html.