Assignment 4: Business Plan--Final

Running Head: MARKETING PLAN 1

MARKETING PLAN 4

Marketing Plan

Shaquinna Wilson

Andrea Banto

BUS599

February 9, 2020

Introduction

Marketing and sales are very important for every business else they fail. Building a brand is more important such that consumers are guaranteed of quality when they purchase products or service from specific companies. Marketing techniques and strategies are always different for products get to as many clients as possible. A marketing plan is therefore crucial since it summarizes the marketing strategies for the near future. It outlines the goals the company has for marketing and promotion. It shows the recent marketing position and a detailed timeline of when the tasks are expected to be completed (Westwood, 2013). It shows the performance indicators that will be tracked, its target market and needs of its consumers. This drink “Nice” is a healthy non-alcoholic drink that can be used as a snack and also boost energy. This paper will specifically investigate the marketing plan and the sale strategy of this business plan.

Target Market

The target consumers are aged between 16 and 25, they will include those in high school, university or colleges. The income of the consumer does not really matter since the packaging is expected to be affordable within this target market. According to the American Fact Finder, in Texas that is Colorado county, those aged above sixteen and whose occupation range between education, community service, arts and media form about 1076 people where 200 are male and the rest female. This drink aims to be consumed by anybody despite their lifestyle and occupation but this specific target market has people in schools, those participating in community service among others who would appreciate the packaging, portability and uniqueness of the drink (Kotler, 2016). The businesses that Nice hopes to target to boost our sales and promotion will include school canteens, healthcare facilities and the restaurants in universities or colleges. This way they all get to enjoy an affordable healthy drink that can be taken at work, shared among friends and family and at school.

Market competition

Mocktails are pretty popular non-alcoholic drinks in Texas. An example of this would include the Vanilla rosemary cocktail that is loved by ladies. Sol-ti beverages is a company in Texas that manufactures healthy drinks in different flavors and is well packaged in glasses for eco friendliness. Nice drink on the other hand is a drink that is well packaged in small reusable bottles that can be used as a snack and as an energy drink. It is made of healthy fruits, no preservatives and is in good amounts to drink at any time of the day.

Nice will be differentiated by its unique reusable bottles that will be available in different colors and that can easily be carried by any gender. It will have a taste that is healthy but fun, it will be slightly thick because of the well ground fruits. During the period of promotion, all consumers will get free nice glasses for those who will not prefer to consume the drink from the bottle. It will also be available in schools and healthcare facilities especially those that run all day and night. There will be contacts on the bottles incase consumers want to give their feedback, the social media handles will also be available and the main marketers for Nice will be influencers who must be people within that age group. They will also be prioritized when it comes to job positions in marketing and promotion.

Tagline

As mentioned earlier, Nice aims to provide a drink that can be used as a snack and that boosts energy at the same time. It slogan being “dare to be healthy” means that with all the fast food in the United States, it will encourage the youth to lead a healthy lifestyle.

Media Vehicle

A media vehicle refers to specific media that allow companies to advertise. Nice will primarily focus on Social Media and our app that will help people purchase the drink with a free delivery service if they reside within North Carolina. First, the company will have a period where the drink is given for free in the locations stated such that we collect as much feedback as we can before the product is released. Building the brand will require intense marketing through social media and by social media influencers (Ashley, 2015). The social media pages will be handles by experts such that consumers are made aware if a new product is releases to the market and when there are discounts on purchase. Distribution of nice will be done in schools and healthcare facilities and will sponsor some events in these establishments.

Social media would be the most appropriate today because most youth spend a lot of time on their phones. The influencers they look up to also need to lead healthy lifestyles and through them their marketing will help grow the brand and even expand the niche. When consumers in these occupation think about a drink they should want to purchase Nice first because of its quality. There will be a website that provides information about the drink including images, there will be an app that allows consumers to purchase and the more they purchase the more they get points on their loyalty cards and are given priority when purchasing the drinks or having a change to request for a customized drink (Kotler, 2017).

In conclusion, the target market for this marketing plan will include the youth between the age of 16 and 25. This age group was chosen since in North Carolina, a high percentage of them are working as others are in school. This brand will be build using social media and will have an app that allows they to purchase it, the loyal consumers will get discounts and can have customized drink. It is also packaged in reusable bottles to protect our environment.

References

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.

Kotler, P., Bowen, J. T., Makens, J., & Baloglu, S. (2017). Marketing for hospitality and tourism.

Kotler, M. A., Miller, A. N., Elizee, J., Dighe, S., & Elbel, B. D. (2016). Popular music celebrity endorsements in food and nonalcoholic beverage marketing. Pediatrics, 138(1), e20153977.

Westwood, J. (2013). How to write a marketing plan. Kogan Page Publishers.