Marketing Plan, Media Plan and Creative execution for a business app (capstone)

Marketing Plan, Media Plan and Creative execution

· BRAND POSITIONING

a. Positioning Map

Premium Image

Unhealthy Healthy

Mass marketing image

1. Blue Apron

2. Lala Breakfast or lunchbox

3. Marley Spoon-Cooking Redesigned

4. Pinterest, Google

5. My app: Cute Meals

(1-2 sentence introduction why this brand position here.)

a. Positioning Statement

For our young sophisticated and rational customer, (my target audience is millennial moms, they prepare the meals for their children, and second target is teenagers) we are trusting in developing a balance in their diet and the working through providing them healthy and variety of food. We provide variety and sufficient quantity in meals. Customer health care is our top most priority where the food provided to them is adequate and acceptable.

b. Brand Laddering – Attributes, Benefits, Values

The business has focused on developing the features of brand through which customer needs to know and devise for the product and services. They are allowed to directly take action against these policies and have developed features to satisfy customer value. These features are defined in the following diagram.

Are you copied from the other works? We don't have food truck?

Our business has always is trended to develop more polices and create customer loyalty to the brand through providing them quality according to the needs and find emotional attachment for a long-term relationship.

c. Brand Identity

The brand has tried to create the identity through providing lavished and lucrative foods. It has paid emphasis on providing beauty of food through colors and tone. These could be described as

Typeface: organic and unique recipes

Colors: yellow making it brighter, sunny and refreshing

Tagline: organic, seasonal and gourmet

Tone: lucrative, shiny and warm

· CAMPAIGN STRATEGY & OBJECTIVES

a. Business objectives

The company has objective of providing food to the people either working or not. It has focused to supply food to the working mothers and for their children to feel like home. It has policy to provide them safety from absurd craving and making t healthy and natural. The emotional and trendy foods are focused to be provided so the customer can feel like home. It has provided the DIY food for the persons from age 10 to 15 who are able to serve themselves. They have choices to develop recipes and directly ask for addition of other ingredients into the chef’s recipe. They can directly ask for recipes and add some more according to their taste and demand through this app. The business objective is cerate customer chain and earns more profits.

1st year campaign objectives:

· 100 orders per day

· $ 350,000 revenue

· Break even in the 1st year

b. Marketing objectives

The marketing objective is maintaining the customer loyalty and advertises the food to attract more customers. This portion is devised as

· Create awareness about organic food quality

· 50% of the targeted market

· Acquire customers

· 2500 customers (10% of the targeted market)

· Built loyalty

· 14 orders per customer/year (average)

· PRODUCT, PRICE, PROMOTION, DISTRIBUTION

a. Product

It has provided the reliable sources for the product where the customer has direct access to the engage in the product services. They are operating in a highly competitive market therefore the target market is that consists of people with different cultures, habits & food. They have different tastes developed in their homes and mother are more concerned about the health of their children rather money. It has focused over developing valuable supply of goods to them that is more lucrative and fine to them.

b. Price

The company is charging comparatively moderate prices for their food products. It is because of its well high rate of reputation and quality of product provided to the customer. They have major share in the market and they are at top although they are working in highly competitive market for food but it has always faced a strong competition but still it’s producing the quality products

c. Promotion

They are promoting their product by using different sources like

· Discounts

· Printing on vans (what this means)

· Printed shirts

· Distribution of Caps and Cups

· Gifts so in this way they are promoting their product

d. Distribution

The company has divided areas into regions and then made distribution channels according to the demand of different regions and in this way their distribution network is working successfully. It is making full efforts to supply its product to ultimate consumer, for this purpose company the conventional marketing channel of distribution to supply the product.

· CUSTOMER ACQUISITION PLAN

· Customer Purchase Funnel, customer acquisition channel

· The company has focused on the buying behavior of the customer and used it to direct the sales channel. It has built strong acquisition campaign that focuses on building awareness among new customer and acquires new customers.

· Acquisition Strategy

The customers are acquired through realizing them the food quality and promotion of organic food, ensuring taste and bringing loyalty towards their health. .

· CUSTOMER LIFETIME VALUE

· CRM Policies

· Customers are offered different channels either direct communication through app or the email are provided. In this way the company manages a range of customers and their need accordingly.

· Use of Customer Database

· The storage system helps to store data in shape of table, charts, diagram, mapping about the name, address, telephones number, location and client information relevant to be kept in data about the character.

· Retention Plan

· The customers are retained through creating loyalty, truth and awarding benefits to them such as free food and the discount offers for regular customers.

· Loyalty Program

· This meant to increase number of customers through providing food they are promised and the increase frequent visits. They are encouraged to come to get best services at spot. It cost company up to $3,000 for printing plus cost of reward.

· LTV Calculation

· The duration of loyalty is up to two years having 14 purchases each year and around 24 purchases for life time.

AOS: $10

LT customer expenditure: $240

Gross margin: 60%

Gross profits (CLV): $240*0.6 = $144

· 1st Year Campaign Objectives

The business objective is cerate customer chain and earns more profits. 1st year campaign objectives:

· 100 orders per day

· $ 350,000 revenue

· Break even in the 1st year

1st year marketing objective

This portion is devised as

· Create awareness about organic food quality

· 50% of the targeted market

· Acquire customers

· 2500 customers (10% of the targeted market)

· Built loyalty

· 14 orders per customer/year (average)

· MEDIA PLANS

Create Awareness, acquire customers, and build loyalty

I need a table. Not a paragraph.

Low margins and underinvestment jeopardize productivity and quality and act as barriers to the improvement of the working conditions and livelihoods of growers, creating a downward spiral that make it hard for the sector to act in a more sustainable manner. The company needs to follow some media plans such as SEO, email, developing websites etc.

Media Plans: offline/online (9-10 plans)

The communication is the most important point to launch our products because we want to be able to compete with our biggest competitor. Some of the ways to communicate consumer are

· TV

· Newspaper

· Broachers

· Magazines

· Bill boards

· Bus branding

· Promotion packages

Information: Objectives, cost, KPI’s

Marketing Budget in Year 1

The marketing budget is the main incurring cost that is more effective. Different marketing plans for the company prestigious development are as:

1. Direct mail acquisition campaign:

Objective: create awareness and acquire new customers

Cost: $1500 (printing and mailing to 5,000 HHS) and $1,800 (cost of rewards with10% RR)

KPI’s: coupon redemption, website survey such as how did you hear about us?

2. Direct mail retention campaign:

Objective: retain seasonal customers and online order services

Cost: $1500 (printing and mailing to 5,000 HHS) and $1,800 (cost of rewards with10% RR)

KPI’s: coupon redemption, website survey such as how did you hear about us?

3. Local search optimization:

Objective: create awareness through ranking on SEO maps

Cost: $2500

KPI’s: Google Analytics, time spent on site, bounce rate, page review and organic food search

4. WEBSITE:

Objective: explain products and services, build data base, get customer feedback

Cost: $1,000 ($70/month)

KPI’s: Google Analytics, time spent on site, bounce rate, page review and organic food search, conversion paths and page reviews

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I need 5 mores.

· BUDGET

· Marketing Budget in Year 1

It is the same like the example I gave you. You need to do a new one.

· Marketing Flight Plan

#

Activity

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

1

Direct mail

2

SEO

3

Website

4

Email marketing

5

Tastings

6

Customer acquisition

7

Loyalty plan

8

Budgeting plan

9

Retention plan

10

Media plan

PRODUCT SERVICES

INTERACTION

Loyalty

Community forum

Holding contest

Making custoemr part fteam

Lucrative offers

Hostig event

CUSTOMER BENEFITS

Food truck

Unique chef's recipes

Organic food

Seasonal receipes

Competative prices

CORE VALUES

Tatse

Health

Affordable prices

Quick

Trendy

EMOTIONAL BEEFITS

Gourmet

Seasonal

Local

Trendy

Sophisticated

Belonging to community

support Ocal farmers

Prmote organic food