What is attached is the assignment instructions, a template, rubric, and 1
sample paper that is pulled from course hero. Please do not copy this
because this paper will be run through a Safe Assign plagiarism report.
I have also attached my brand proposal and comments from the teacher. This
is what this paper is to be written from. AGAIN, the brand proposal that I wrote
is what is to be used as the basis of the paper. The company is ClickFunnels.
The brand proposal that I have attached can be copy and pasted onto this
paper word for word (references as well). Just make sure that the plagiarism
report does not come in over 25%. That should help with the word count.
Study Pool Directions
1.) You can you use any peer reviewed scholarly references. The sources
have to be no less than 5 years old.
2.) No use of first person pronouns like I, me, my, mine, we, us, our, ours.
3.) Do not use direct quotations.
4.) My school does run these papers through a Safe Assign report so just
keep that in mind. The plagiarism checker has to be under 25% not including
the reference page.
5.) The paper is to be written in APA 7th edition format. I have attached a
sample of what it is to look like.
6.) Please read through the directions that are attached carefully. My
instructor is strict and makes sure everything is included that are in the
directions.
7.) Lastly, make sure that the post is at least 4,500 words not including title
page, titles, or references.
8.) Please let me know if you need anymore guidance. I look forward to
reading your paper!
9.) My school is a religious school, please include a biblical integration as
well.
10.) 10-15 peer reviewed references
Requirements: 4500-6500 words
BUSI 745
Page 1 of 2
Disruptive Marketing Plan: Final Paper Assignment Instructions
Based on the approval granted for the Disruptive Marketing Plan: Brand Proposal Paper
Assignment, you will complete a 4,500–6,500 word paper on their ‘disruptive’ innovative new
idea for this brand using the template provided. Ten authored references are required. You may
use web sites as well, but they do not count towards the ten authored sources. Included in your
ten sources must be five (not previously used or assigned in this course) peer-reviewed
Marketing journal references that are NEW to this paper. You may use your assigned readings as
well, but they do not count towards your new ten academic sources.
Important…Written Assignment Requirements This Semester
For your papers this semester should adhere to current APA format...and that includes the
following:
Times New Roman 12 Font
Double-Spacing with zero point line spacing (10 point line spacing not allowed).
One Inch Margins
Cover Page and Reference Page
And more...using the current edition of the APA manual as our guide.
In addition, it is expected that the following in your writing style this semester:
Use subject headers for all papers - your reader appreciates and expects that level or
organization to your work! You will lose points if you do not do so!
No visuals in the paper - put in Appendix if absolutely needed. Do not put tables in
UNLESS you developed the table yourself.
Avoid “I” statements – do not talk about yourself, present facts.
Deliver at least the minimum word count requirement.
No contractions
Use the templates as provided strictly – do not change or delete subject headers.
No PDF files accepted
Each new paragraph - the first line of that new paragraph should be indented five spaces -
please adopt this practice this semester - a pet peeve of mine is to see papers that do not
meet this criteria.
No extra blank lines between paragraphs - deliver a 'tight' paper! It is critical that all
students are graded based on the same writing approach.
If you use an online source, please include in the reference page the exact web link as I
do verify all sources.
Avoid using bullet points and numbered lists - write formally, in full paragraphs and
full sentences only.
No abbreviations - if you are referring to the United States of America, write it out...no
'US' - this is not good academic writing.
Always include a cover page and reference page - you all do this, just a friendly
reminder!
Reference page and in-text citations must match exactly.
Authored articles must be used to meet your requirement. An authored source is
simply one that is associated with a person’s full name. No wikis, blogs, videos,
podcasts, dictionaries, encyclopedias qualify as a formal authored source. It is fine
BUSI 745
Page 2 of 2
to use a web site like the United States Census Bureau – but there is no ‘human’s
name’ associated with that work. You may use it, but it will not count as one of the
required authored sources you must deliver (as outlined by each assignment’s
detail.
Note: Your assignment will be checked for originality via the SafeAssign plagiarism tool. Make
sure you are under 25% SafeAssign score. There are unlimited attempts granted for this paper.
1
Liberty University
BUSI745
Disruptive Marketing Plan
Name
Date
2
Indent first sentence of each paragraph – tell the reader what this paper is
about…remember that you are provide a specific consumer brand offering / service. This is a
disruptive marketing plan for the United States only. Do not discuss global expansion in this
paper.
Disruptive Brand Plan
Identify a brand that you would like to change their approach to their marketing and/or
business practices. This must be a consumer tangible product OR a service company. Here are
some examples, a cruise line that would change the vacation experience for the customers. You
want everyone to talk about their experience and share with their friends and family (word of
mouth). Or it could be a company that changes to all ‘green’ and that drives more interest and
marketing coverage for this brand.
Marketing Mix
Discuss here the 4Ps that would have to be modified to make these changes. At this point
it is very high-level. Remember that these changes the mix must be affordable. You cannot say
for example that you are a car brand that is going to give a cruise to everyone that buys your
vehicle…that could bankrupt a company. But what would change below? The product itself?
Would the price have to change? Would you distribute this differently (place of purchase)? And
then how would you promote this ‘disrupted’ product differently?
Product
Brief recap of the key attributes of this product identified above today and how it might
change.
Price
3
Today’s pricing is discussed here. Provide the exact price of your product and the source.
If it is sold in multiple locations, provide three examples of pricing found via your research. How
might this have to change?
Distribution (Place)
Current distribution plan for this product. This is where consumers can buy your product.
If your product is sold at several online and brick & mortar locations – provide at least five
examples.
Promotion / Communications
How does this brand communicate their brand offering today? How would you improve
this? You may use this submission (based on feedback you receive) as the start of your week
seven paper.
Market Segments - Current Target Market
What are the target market(s) that this brand is now focusing on…
New Primary and New Secondary Target Market
Identify two new segments that you recommend your brand goes after.
New Primary Target Market
The new target market that this product should focus on is …..the overall size of this new
opportunity is…focus FIRST on demographics and then you can go into other specific
psychographic traits.
New Secondary Target Market
The second new target market that this product should focus on is …..the overall size of
this new opportunity is… focus FIRST on demographics and then you can go into other specific
psychographic traits.
4
Demographic & Economic Trends
Describe some supporting external trends that are making this change needed by your
company.
Analyzing the Consumer Market
Social Factors
How are customer behaviors changing that would support this change.
Psychological Factors
Ourxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
Customer Needs
What needs does this product satisfy today for consumers? What else could they do to
disrupt the marketplace and over achieve on delivering customer’s needs?
Positioning
The new positioning statement for this brand is…
Competition
You must review competitors in this format
Criteria for
Comparison
Your BRAND
Your BRAND After
This New Disruptive
Idea is Launched
Competitor # 1 – name
that brand
Price - MSRP Range
Product Unique
Attributes
Placement – points of
distribution
Promotion – where /
how do they advertise
Other Items of
Comparison (replace
with YOUR
comparison point)
5
Finally discuss what changes you would recommend to take to beat your competition.
Remember, APA does not allow first person – so your response should be statements like this –
‘Starbucks should start home delivery…’ or whatever your creative new ideas are and of course,
your instructor expect academic support for your new ideas!
Market Research Plans
Describe how you would conduct market research for this new idea. Base this on your
taking over the responsibility for this brand in the marketplace. What kind of market research
would you like to conduct and why? Where would you conduct this research in the United States
(one location or multiple locations)? Time of year for research event if that matters.
Promotion Plans
Based on your brand’s disruptive idea, what are your plans?
Social Marketing
What does this brand do today to support social media marketing? What would you
recommend that they do that perhaps they are not doing today?
Public Relations
What plans would you have to get ‘free’ publicity? What are your key ideas to get
television and print exposure via non-paid media? What are the risks and benefits for you?
Traditional Marketing
Advertising Plan for your customers – billboards, television, radio, and other traditional
marketing approaches.
Financial Viability of Plan
Based on your brand’s disruptive idea, how does this make financial sense? Think about
what you would tell the Financial Team at your company. This is not a finance class, but they are
6
NOT going to approve this unless you can convey clearly / crisply why this is a financially suited
idea. What could happen if this is NOT launched? Don’t forget you are ‘disrupting’ their
financial world – so ‘market’ this well to your numbers people!
Relationship Marketing
Building relationships with your customer base is omnipotent in business. How does this
idea support closer relationships with your customer base?
Socially Responsible Marketing
In the marketing for this brand – in regards to societal marketing – what would you
recommend that your brand does to give back?
Student May Add New Topic Here
Use this template strictly. However, you may desire to cover new ground that is not listed
here. No problem, add your new sections in APA style between Socially Responsible
Marketing and Christian Integration for Brand.
Christian Integration for Brand
Describe what you would do to make this a Christian brand? Think about other companies
that live the Christian values like Chick-Fil-A which is closed on Sunday. What would you do to
deliver Christian values for your brand?
Recommendations
If you were named the brand manager for this product/service tomorrow – what key
actions would you recommend based on all you learned about this brand over the past few
weeks?
Conclusion
7
In summary, xxxxxxxxxxxxx xxxxxxxxxxxxx – should be no more than 6,500 words.
Page count is from Introduction to Conclusion only.
8
References
You need Marketing Journals to support your paper – read grading rubric. Use authored sources
primarily. You may use some of your readings from this semester, BUT you also need
TEN new scholarly sources for this paper. Validate that every reference listed here is
clearly cited within your paper. Your instructor will be checking this – so before you
submit, please perform your due diligence.
BUSI 745
Page 1 of 2
DISRUPTIVE MARKETING PLAN: FINAL PAPER GRADING RUBRIC
Criteria
Levels of Achievement
Content 70%
Advanced
Proficient
Developing
Not
present
Points
Content
117 to 125 points
The analysis is thorough,
including differing viewpoints
considered, analyzed, and
reviewed. The essay is at least
4,500 words in length (only the
Introduction through Conclusion
paragraphs count towards the
word count). Marketing theory
must be evident. Clear disruption
to the marketplace would occur
based on the ideas presented in
this paper. The marketing
approach is feasible from a
financial perspective, as well. The
introduction supports an overview
of the paper, and the conclusion
summarizes key points at the end
of the paper. SafeAssign is under
25%.
107 to 116 points
Identifies the majority of
concepts and creative, disruptive
marketing ideas are addressed
with thoughtful analysis. Meets
word count.
1 to 106 points
Identifies some of the concepts
but creative, disruptive ideas
could be further developed and
are addressed with
some/minimal analysis. And/or
does not meet the word count.
0 points
Not
Present
BUSI 745
Page 2 of 2
References
38 to 40 points
The reference page contains the
authored sources identified in the
directions. Make sure that your
sources are Marketing focused.
This part of the grading rubric
supports the overall content of
your paper, which requires strong
use of outside references.
References must be properly cited
to count. The reference page and
citations must match 100%. Ten
new scholarly sources must be
used in this paper.
35 to 37 points
Less than the assignment number
of new authored sources are
used, or there were insufficient
scholarly sources.
1 to 34 points
The sources used were not
scholarly and/or were short of
the minimum requirements.
0 points
Not
Present
Structure
30%
Advanced
Proficient
Developing
Not
present
Grammar,
spelling, and
current APA
format &
subject
headers used
for
organization.
71 to 75 points
Spelling and grammar are correct.
Sentences are complete, clear,
and concise. Paragraphs contain
appropriately varied sentence
structures. Where applicable,
references are cited in the current
APA format. The format should
include covering all items
identified in the Written
Assignment Requirements.
Subject headers must be used for
organization. No visuals allowed
within the paper itself.
65 to 70 points
Spelling and grammar have
some errors. Paragraphs contain
some varied sentence structures.
Where applicable, references are
cited with some current APA
formatting concerns. The
reference page and citations
match exactly. Subject headers
not used robustly for good
organization. Some errors with
following the Written
Assignment Requirements.
1 to 64 points
Spelling and grammar errors
distract from overall submission.
Sentences are incomplete or
unclear. Paragraphs are poorly
formed. Where applicable,
references are minimally or not
cited in the current APA format.
There is a disconnect between
the reference page and citations.
And/or some errors with
following the Written
Assignment Requirements.
0 points
Not
Present
Instructor’s
Comments:
Total
/240
DISRUPTIVE MARKETING PLAN 1
Liberty University
BUSI745 Marketing for Competitive Advantage
Disruptive Marketing Plan
December 13, 2020
DISRUPTIVE MARKETING PLAN 2
Introduction
In a disruptive industry, disrupting marketing procedures are progressively becoming
significant for brands. In this manner, the organization should execute an experiential advertising
methodology to make an enthusiastic connection between its brand and buyers. This approach
will assist the organization with making reasonable and vital encounters between its brands and
customers due to the strategies that it applies to influence the buyers (Cooper, 2018). For
instance, it will advance the making of brand reliability in a problematic industry due to the
immediate collaborations that it encourages between a brand and target crowd. This rejuvenates a
brand and expands its scope on the market, subsequently boosting an organization's sales.
Experiential advertising looks to move a brand from the traditional promoting strategies by
fusing components of fun, including creating experiential missions, for example, vivid
encounters, stunts, and occasions to shape how the objective shoppers relate to the brand (Nagy,
Schuessler, & Dubinsky, 2016). This paper will examine the products of the brand Noodle &
Boo. The organization works in skin health management items for children. The company is
centered around making the quality items using the best ingredients. This paper will clarify the
brand and the 4P's promoting approach and the goal market.
Disruptive Brand Plan
The marketing plan will involve creating efforts, occasions, and tricks intended to contact
an enormous crowd and appeal to buyers. These tasks, stunts, and events will permit the intended
interest group to straightforwardly cooperate with the brands offered by the organization since
they are intended to get the buyer to encounter the brand. These actions draw in the buyer and
makes essential encounters that expansion the emotional association that the brand makes on the
shopper. Thusly, the arrangement looks to impulse the shoppers to build up an emotional bind to
DISRUPTIVE MARKETING PLAN 3
the organization and its items to provide a competitive advantage over different entities.
Disruptive ventures have incited fast changes, the greater part of which have influenced
organization procedures' tasks and market reach (Petzold, Landinez, & Baaken, 2019). This
suggests that the brand will build its prosperity chances by incorporating experiential marketing
in its processes since it bids to customer interests and inclinations, prompting expanded sales.
The organization Noodle and Boo was established in 2003 by a mother whose children required
an exceptional healthy skin item because of sensitive skin and dermatitis. The organization has
its own site which offers items for sale and the organization's establishing story. Dominant part
of marketing is refined utilizing the site, Noodle and Boo additionally sells its items at
particularly good quality stores, for example, Nordstrom, Nieman Marcus and Saks Fifth
Avenue. The disruptive marketing plan will contain presenting the organic version of skincare
products and amplifying the utilization of social media and cell phone platforms to gain a market
share of children’s skincare industry. Social media is a basic yet intricate part of a business'
advertising strategy. Nowadays pretty much every entrepreneur would concur that they need to
have a Social Media presence. In any case, sorting out which platforms to be on, finding the most
proficient method to draw in clients, and make sales remains a test for the typical business entity.
Marketing Mix
Marketing technique can be established successfully while considering the product mix
and the pertinent strategies for the item (Bolisani, Donò, and Scarso, 2016). The hierarchical skill
and resources are facilitated by the measures which fill the gap and current capacity and
marketing strategies. Inside the setting of the separate contextual analysis, the data with respect
to the marketing mix methodology incorporates the accompanying. Noodle & Boo will change
its product formula to organic and as a result packaging will need to be changed. Organics
DISRUPTIVE MARKETING PLAN 4
ingredients are more costly than non-natural so the cost will increment. The organization should
add social bloggs as means for advertising and acquaint the item with supermarkets, for example
Walmart and grocery stores, such as Publix and Winn-Dixie. Pharmacy stores, such as
Walgreens and CVS can add the items to their inventory. Noodle and Boo has current promotion
advancement of 10% coupon after signing up for email correspondence, nonetheless, the
organization can present a rebate on purchasing multiple quantity.
Product
A more prominent favorable position to Noodle & Boo is the high-quality item and the
specificity of items concerning the client needs. This makes hard for the client to supplant the
items, which offers the business client retention advantage (Ryan, 2016). Furthermore, the items
are made for everyday use as they are eco-accommodating. Noodle & Boo has a wide client base
with families with children, which make a viable brand value. Presentation of new organic items
is successful, and the organization can without much of a stretch achieve advertising goals.
Besides, new items make an appeal to the millennial mothers, which causes them to continue
their current base on clients. The current products are a fragrance free and have a light formula.
The natural ingredients present in products are almond oil and vitamins E and C. Adding organic
ingredients to the current formula of the product will require to consider proper testing measures
and ethically sourced attributes. The company will need to consider societal concerns and
benefits taken into consideration during development of a new product. The inclination of a
current client will be towards the sole piece while new customers will attempt the entire bundle.
This methodology prompts upgrade the purchasing inclination of the client towards the
conservative pack. This methodology will build the sales of Noodle & Boo (Rinallo, Bathelt, and
Golfetto, 2017). Even though, the danger is the entrance of new item on the market,
DISRUPTIVE MARKETING PLAN 5
notwithstanding, it will be supported by the current purchasers who experienced the quality. To
pick up the consideration of new clients, forceful promoting approach is required.
Price
Organic items are ordinarily expensive; notwithstanding, the cost will be relative toward
practically identical natural brands accessible. Giving a value examination outline will allow the
purchaser to see the items set up with a believed easily recognized name, and the expenses of the
things are as per other top natural brands. As indicated by Dragan and Petrescu (2013), trust that
shoppers have in skin care items is above average with regards to the connection among quality
and price point. Many are convinced that organic products beat conventional skin care items and
have increased health advantages. The current cost of Super Soft Lotion is $14.00 for an 8-ounce
size bottle as sold on Noodle and Boo's site. Nordstrom and Amazon sell a similar size item at a
similar cost. The cost of the item is at a better quality as it has premium quality. This will prompt
obliging to high-end clients as the cost mirrors the value.
Distribution (Place)
Noodle & Boo items are accessible in United States only and at present the organization
is utilizing the web stores and third-party retail locations to sell its products. The company can
add the capability to ship internationally since currently the company only ships products within
United States. In doing as such, the organization frames a joint venture to achieve reputation in
related items (for example, foot cream, body moisturizer, and so on) with any local brand
(Leonidou, and Hultman, 2018). The advertising procedure of an unfamiliar nation will be
straightforward by this joint endeavor. This will likewise free the adequacy proportion from new
item on the market (Gummesson, 2017). The accomplishment of the joint endeavor will assist
DISRUPTIVE MARKETING PLAN 6
the organization with continuing for the new item in another market lawfully. Besides, the likely
benefit of the joint endeavor encourages Noodle & Boo to search for a more expected market.
The organization and its technique should be perceived prior to making a joint endeavor, as it
very well may be dangerous (Yan, and Luo, 2016). Moreover, long-term adventure should be
stayed away from, as the organization needs to set up its own retail after the finishing of the
testing time frame. Abroad advertising would be beneficial if unfamiliar customers affects this
showcasing test.
Promotion / Communications
The Noodle and Boo utilizes its site to promote the items and speak with clients.
Furthermore, the organization utilizes the proposal of 10% markdown after signing up for text
messages and emails. The organization can use the blogging sites and other web-based media
platforms to promote the products. The promotion of the item is simple if the products have high
quality, albeit exorbitant costs limit in cases, forceful marketing is exceptionally governing for
the new item launch (Palmer, Medway, and Warnaby, 2017). Therefore, the quantity of online
visits and the purchase can be upgraded by improving the visibility of the site page in quest for
clients. The online website of Noodle and Boo should be on the first of search when the client
searches for the catchphrases identified with it, (for example, healthy skin item, baby lotion) to
improve the webpage visit per search. Google advertisements is another successful method to
promote the items on the web. Google advertisements show a pop up of the connected item,
which may build up the impact of client or shopper.
Market Segments - Current Target Market
DISRUPTIVE MARKETING PLAN 7
One of the most serious business sectors is cosmetic and personal care services industry,
new items are made after examination to improve the nature of medical services. For this,
technological headway is additionally extraordinary and compelling, which helps in the new
items, which improve healthy skin items quality (Petersen, Kushwaha, and Kumar, 2015). The
intensity of the market should comprehend to build up a compelling promoting technique. The
results of Noodle & Boo have high caliber for skin health management, regardless of this; the
cosmetic business has extraordinary rivalry, which drives the organization to have solid vital
advancement to continue in a profoundly competitive market.
New Primary and New Secondary Target Market
The primary target are families with children in United States. The secondary target
market is international families.
New Primary Target Market
Mothers need the best natural items for their kids and need the most secure rundown of
safest ingredients the item contains. This presents an open entryway for a company to target
parents who are looking for organic and natural infant skin care brands. An examination given by
Baby Center, reports that mothers control 85 percent of family purchases, of which are 83
percent of those moms are millennial. Millennial moms spend their time looking for direction on
the most ideal approach to parent, while similarly examining brands recommendations from
other moms. The investigation moreover proposed, 46 percent of those millennial moms trusted
in the admonishment and recommended aftereffects of different moms from the electronic media
network. Having an association with this sort of media stream enables the company to fathom
what brands of children’s items the millennials are looking for.
New Secondary Target Market
DISRUPTIVE MARKETING PLAN 8
Different affecting elements are thought of while planning the new item alongside the
market analysis, which gives compelling business sector entrance to the new item. After
understanding the market, the recognition for the selling objective is the next step. The mothers
in United Kingdom are the objective of Noodle & Boo, who can purchase the items from an
online store. Abroad market of United Kingdom is the second objective with a comparative
purchaser base.
Demographic & Economic Trends
National economy goes through numerous changes, which incorporates; factors for a
particular industry, exchange cycle, course of the market, patterns of dissemination, and
promoting cycle which impact the usage of a marketing plan. Many pocket-accommodating
items with respect to skin care have been presented by various organizations which is an
incredible obstacle for market infiltration. The financial position of the state and inflation
influences the cost of raw material and henceforth the cost of the items may likewise change.
Notwithstanding this, the quality of the items should be kept and not changed due to monetary
condition. This is regularly vital as these items straightforwardly influence on the wellbeing of
consumers (Alon, et al., 2016). It is accepted that the best material utilized as raw material for
the improvement of high-quality items, which may increment the cost of the item. As the
business could not settle on the quality in this manner the cost of the item is high to underscore
the advantageous yield of premium items.
Analyzing the Consumer Market
Social Factors
Social factor prompts the business to see a portion of the significant variables, for
example, way of life, a disposition of a shopper, media assessment, socioeconomics, changes in
DISRUPTIVE MARKETING PLAN 9
law, the design feeling of society, occasions, purchasing behavior of the clients and the nearby
patterns. The current era work life leaves little time for the buyers for themselves, therefore, most
of the clients put resources into products. Especially, the working experts appeal to superior
items (Nagle, Hogan, and Zale, 2016). In the current period of innovation, items with normal raw
material and natural ingredients are given higher need. This turns into an extraordinary favorable
position for the Noodle & Boo.
Psychological Factors
A female purchaser may have various sentiments from a male purchaser on a product. A
female purchaser may investigate the elements of the items, for example, no parabens or
synthetic ingredients, 100% natural and no animal testing. A male purchaser may not worry
about the ingredients to the extent it has a decent scent. However, if the product moisturizes the
skin, leaving it clean, delicate, and beautiful. The mentality would assist with distinguishing the
most dependable and suitable individuals to purchase company’s item. Social class and way of
life may likewise produce results in transit individuals act. For local market, the company is
focusing on individuals who live in metropolitan and sub metropolitan territories, most specific
to parents on the go who need organic, natural skin care products for their children. People in
country region may lack of mindfulness on certain item advertised in current lifestyle.
Customer Needs
To prevail with regards to branding an organization must comprehend the needs and
wants of its clients and future clients. This is accomplished by coordinating brand systems
through an organization's place of contact with general society. An organization's image dwells
inside the hearts and brains of the buyer, customer, and future clients. It is likewise the
encounters and discernments some of which an organization can change, and a few insights an
DISRUPTIVE MARKETING PLAN 10
organization cannot change. A solid brand is significant as the opposition for clients heightens
day by day. It is fundamental that an organization invest energy putting resources into
characterizing and building their image. An organization's image is the underlying piece in an
organization's advertising correspondence and one an organization ought not be without. The
brand is a guarantee to the customer that the item they are buying will satisfy the organization's
main goal and reasoning. An organization ought to perceive that the brand is not tied in with
arriving at its objective market to choose over the opposition; instead, it is tied in with attracting
possible clients to consider the to be as the one that gives an answer for their concern.
Positioning
The new positioning statement for this brand is to continue providing quality products to
its customers. Organic skin care items are important to parents who need safe and natural
products for their children. No other item available serves the wellbeing needs of children
especially with sensitive skin.
Competition
Criteria for
Comparison
Noodle & Boo
Noodle & Boo After
This New Disruptive
Idea is Launched
Johnson & Johnson
Price - MSRP Range
$ 8.98 - $17.99
$10.98 -23.99
$5.98 - $12.99
Product Unique
Attributes
paraben free, synthetic
free
Organic, paraben free,
synthetic free, vegan
Paraben free
Placement – points of
distribution
distribution centers
Warehouse, distribution
centers, manufactures
Warehouse, distribution
centers
Promotion – where /
how do they advertise
company’s website
Social media,
magazines, company’s
website
Social media, television
Other Items of
Comparison
(sustainable
packaging)
75% recyclable
packaging
100% recyclable
packaging
50% post-consumer
recyclable
DISRUPTIVE MARKETING PLAN 11
One of the segments of a strategy will be developing organic version of skincare
products. Additionally, implementing 100 % sustainable, eco-friendly packaging. The company
will amplify the utilization of social media and cell phone platforms to gain a market share of
children’s skincare industry. Advertisement ads will be featured in several magazines. The
company is also considering shipping their products to United Kingdom which will open
additional market segment.
Market Research Plans
The best dispatch procedure for launching an organic and natural line of skin care items
will be to focus on a definitive buyer: parents, millennial parents, and ecofriendly parents. The
launch strategy will offer clear item features, subtleties on how the item will be protected, and
subtleties on how items have been thoroughly tested and endorsed. The items will likewise be
dispatched utilizing printed and visual media, alongside clear principal ingredients. It is essential
to instruct purchasers about what ingredients the items include. There is governmental
information bases and exchange distributions publications that can give provide additional data,
yet the principal wellspring of information will be accumulated by observing current and future
clients. The company may also consider buying information base records it is required.
Promotion Plans
Noodle & Boo will utilize social media platforms to appeal to new customers and
advertise its products. The company will utilize EWOM as a form of advertisement.
Social Marketing
Social identity theory is one the best clarifications of why individuals sign up for social
media accounts. Created by Henri Tajfel and John Turner, Social identity theory expresses that
group participation makes in-gathering/self-arrangement and improvement in way that favor the
DISRUPTIVE MARKETING PLAN 12
in-group to the detriment of the out-group (Davis, Love, & Fares, 2019). Basically, everybody
needs to be important for the In-group. Psychologically, social media's attraction can be
elucidated utilizing Maslow’s Hierarchy of Needs. Maslow accepted that individuals need every
one of these things somewhat to feel satisfied in life. The Five Basic requirements are:
Physiological, security, love and belonging, esteem and self-realization. The connection social
media realize is assisting people with acknowledging " Self Esteem - feeling commendable,
regarded, status inside the group." (Godey, Manthiou, Pederzoli, Rokka, Aiello, Donvito, &
Singh, 2016) Online Media commitment alludes to the degree of action and cooperation via web-
based media platforms between a business and its devotees. Utilizing extraordinary pictures and
intriguing recordings are largely incredible approaches to produce fans and increment
commitment. Noodle & Boo needs to create an account on Instagram, Twitter, and Facebook to
promote its products and maintain social presence.
Public Relations
Social identity is basically informal publicizing such as word of mouth, the familiar
maxim that is "the best advertising is word of mouth", that is on the grounds that individuals trust
others. Individuals are substantially more liable to try an item, see a film or eat at a café that a
companion or family suggests than one found in advertisement. EWOM (electronic word of
mouth) is the fundamental reason behind viral substance. The idea of Electronic informal
(EWOM) has drastically changed the web-based advertising scene as of late. It is a kind of buzz
promoting that could become a web sensation because of the need and capacity of individuals to
share data and things that they find intriguing. With the propelling innovation, EWOM is yet
thought to be a profoundly compelling element in client communication about what they feel on
DISRUPTIVE MARKETING PLAN 13
different products and services on the grounds that when an individual experiences new thing
there is a need to share right away with friends or loved ones whether it is a negative or a
positive response. Word of mouth is fundamental with respect to wellsprings of data as far as
credibility and convincingness when contrasted with general business data.
Traditional Marketing
One of traditional advertisement approaches that the company will utilize is the ad in
Parents and Working Mother magazines.
Financial Viability of Plan
In view of statistical surveying, the management anticipate that the business should start
developing at 45% every month for the initial a year, at that point at a yearly pace of 90% for the
following two years. Because of the low introductory investment costs, the company can keep up
the tasks of the business with the cash cushion. Moreover, the company rapidly will have a
positive income, permitting the adaptability to cover any unanticipated costs. Customers will pay
for all shipping charges. To be adaptable in gathering the client interest, the company intends to
keep an insignificant stock at a leased stockroom and dispatch it from that point. The remainder
of the stock will be delivered from the outsourced producer’s site. Generally, the business is
relied upon to create adequate sources of income. The money equilibrium will, in addition to
other things, rely upon the degree of stock the inventory management choses to keep at a leased
distribution center.
Once the company settles on the choice to address extra market segments, the
management will start expanding its marketing and sales costs to represents the expenses related
DISRUPTIVE MARKETING PLAN 14
with creating packaging, ads, and making consciousness of the items in the contrasting business
sectors.
Relationship Marketing
Customer service has a critical impact with regards to brand building. Adjusting client
assistance and company’s image is a basic method to attract and retain clients, separate the
business, and increase brand dedication. A good relationship between a company and its
customers assembles trust among themselves henceforth improving consumer loyalty.
Organizations consistently guarantee that their purchaser's requirements are understood
sufficiently for a superior relationship and reliable client experience.
A superior client feedback with respect to their complaints, concerns and praises
improves the connection between a company and its customers. The remarks from the clients can
be of help to a gathering in which they can utilize them to cause changes in accordance with their
items and administrations to guarantee them to accomplish their goals.
Clear communication to the clients persuades them in utilizing the organization's items
and services. Consumers will remain company’s long-time clients since they completely
comprehend the benefits of the services the firm tenders to them.
Companies permit their clients in the development cycle of their organizations and
actualize those thoughts from their clients henceforth making a good connection between the
customers and the company.
Socially Responsible Marketing
Noodle & Boo will sell its products in 100 % recyclable packaging. The product will be
minimally packaged to reduce the waste of materials.
Ethical Considerations
DISRUPTIVE MARKETING PLAN 15
All wellbeing guidelines for organic and all-natural child health care items will be
followed. Noodle & Boo will ensure that manufactures will be held to the highest standards and
assume total liability of the items. The company will likewise guarantee that legitimate testing
measures for the nature of the items will be ethically sourced, just as guaranteeing that ecological
shields and arrangements are set up. While launching organic, and every natural item, Noodle &
Boo will feature the cultural concerns and advantages that were taken into consideration during
planning and launching the organic skin care.
Christian Integration for Brand
The brand is objecting to animal testing in development of its products. In Genesis 1:26
states that God created the earth and all the creatures on it and placed under the authority of
humanity. He entrusted these beautiful elements of His creation to our care. The nature of the sin
has caused humans to abuse these beautiful things. God wants to care and remain sensitive to His
creation. Proverbs 12:10 states that a caring man cares for the needs of animals. He expects us to
care for the animals in practical ways, including wild animals. Deuteronomy 22:6-7 states that God
promises a long life to those who watch over wild birds. Jesus said that God hears the cries of
newborn ravens crying to Him for food. God made creatures for us to cherish and to learn from.
In them, we see our own dependance upon God represented in their dependance upon us. We can
likewise observe components of our stupidity showed in what is more, God additionally advises
us to gain from their astuteness.
Recommendations
A portion of the significant promoting goals of Noodle & Boo items are recognized
which are related with the marketing techniques. To accomplish these techniques, the marketing
strategy is planned inside a predefined financial plan. These recommendations include:
DISRUPTIVE MARKETING PLAN 16
Increasing item mindfulness among the objective market by 20%.
Increasing on the web customers by a fifth who visit online stores and chooses to buy the
separate items.
To grow the worldwide market as they chose to investigate the United Kingdom market.
Increasing the market share by 15 percent.
Identification of new items on the market.
To accomplish a yearly development of 10% for the following three years.
Conclusion
Marketing is the business role that distinguishes client needs and wants, figures out which
target markets the company can serve best, and develops proper items, services, and projects to
serve these business sectors. It directs the whole organization. The objective of marketing is to
create consumer loyalty by building value-based relationships with clients, related to other
internal and external specialty units. The outcome is picking up market initiative by
understanding purchaser needs and discovering arrangements of prevalent value, quality, and
service. It is essential to attain the client at the opportune time in the right media. By
implementing the proposed disruptive plan, Noodle & Boo will increase the profits and grow its
brand further while retaining its customers long-term.
DISRUPTIVE MARKETING PLAN 17
References
Alon, I., Jaffe, E., Prange, C. and Vianelli, D. (2016). Global marketing: contemporary theory,
practice, and cases. Routledge.
Bolisani, E., Donò, A. and Scarso, E. (2016). Relational marketing in knowledge-intensive
business services: an analysis of the computer services sector. Knowledge Management
Research & Practice, 14(3), pp.319-328.
Carter, C. (2017). Millennial moms: The $2.4 trillion social media influencer. Forbes.
Retrieved from https://www.forbes.com/sites/christinecarter/2017/06/15/millennial-
moms-the-2-4-trillion-social-media-influencer/?sh=328c920c2261
Cooper, L. G. (2018). Strategic marketing planning for radically new products. Journal of
Marketing, 64(1), 1-16. doi:10.1509/jmkg.64.1.1.17987
Davis, J. L., Love, T. P., & Fares, P. (2019). Collective social identity: Synthesizing identity
theory and social identity theory using digital data. Social Psychology Quarterly, 82(3),
254-273. doi:10.1177/0190272519851025
Drăgan, A., & Petrescu, D. (2013). Consumer behavior towards organic, natural, and
conventional skin care products: A pilot study. Advances in Environmental
Sciences, 5(3), 274-286.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016).
Social media marketing efforts of luxury brands: Influence on brand equity and consumer
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10.1016/j.jbusres.2016.04.181
Gummesson, E. (2017). From relationship marketing to total relationship marketing and beyond.
Journal of Services Marketing, 31(1), pp.16-19.
DISRUPTIVE MARKETING PLAN 18
Leonidou, C.N. and Hultman, M. (2018). Global marketing in business-to-business contexts:
Challenges, developments, and opportunities. Industrial Marketing Management, 78. pp.
102-107
Nagle, T.T., Hogan, J. and Zale, J. (2016). The strategy and tactics of pricing: new
international edition. Routledge.
Nagy, D., Schuessler, J., & Dubinsky, A. (2016). Defining and identifying disruptive
innovations. Industrial Marketing Management, 57, 119-126. doi:
10.1016/j.indmarman.2015.11.017
Palmer, M., Medway, D. and Warnaby, G. (2017). Theorizing temporary spatial clusters and
institutional boundary-work in industrial marketing. Industrial Marketing
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Petersen, J.A., Kushwaha, T. and Kumar, V. (2015). Marketing communication strategies and
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Petzold, N., Landinez, L., & Baaken, T. (2019). Disruptive innovation from a process view: A
systematic literature review. Creativity and Innovation Management, 28(2), 157-174.
doi:10.1111/caim.12313
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views on trade shows: Collective marketing and knowledge circulation. Industrial
Marketing Management, 61, pp.93-103.
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Disruptive Marketing Plan – Brand Proposal Paper Assignment
1
Liberty University
BUSI 745
Disruptive Marketing Plan – Brand Proposal Paper Assignment
Alex M. Jarbo
January 30, 2021
Disruptive Marketing Plan – Brand Proposal Paper Assignment
2
Brand Proposal Paper
This paper will discuss the current and proposed marketing plan of Clickfunnels. This
brand is an online company that is comprised of about 500 employees. This company is the
highest valued non venture backed software as a service (SAAS) company in the world. They
recently received an evaluation of 1.5 billion dollars.
Disruptive Brand Plan
The mastermind behind this brand is co-founder Russell Brunson. He is an online
marketer by trade and created the company to help entrepreneurs create funnels for their online
leads system. The company does more than simply offer this service. They offer training that is
mainly led by Russell through books, group coaching, and instructional videos. Some notable
books Russell has written are DotCom Secrets and Expert Secrets. Both of these books have
gone on to become New York Times Bestsellers. Clickfunnels recently changed their entire
marketing plan to focus on higher paying customers. In this way they have stifled their growth
when it comes to the amount of people that have signed on to their funnel subscription service
(Kocas, Pauwels, & Bohlmann, 2018).
Marketing Mix
Clickfunnels markets their products where they essentially break even on the front end.
The courses that they sell on the front end of their funnel leads to a break even on their
marketing cost. They feel confident that their customers will eventually subscribe to
Clickfunnels so their front end product is a break even for their marketing costs.
Product
At the core of all the instructional products that the company sells, Clickfunnels is the
main service. Clickfunnels is essentially a subscription service. The service however is rarely
Disruptive Marketing Plan – Brand Proposal Paper Assignment
3
sold at the “front end” of the sales funnel. What is sold is sales training anywhere from $100-
$25,000 a year. From there the company uses a sales technique called a value ladder to lead their
customers through. At every level of the value ladder the customer needs Clickfunnels to
continue the training. This is how most companies that offer a service have migrated to. Take for
instance a brick and mortar company like a gym. A gym can sell a personal training package for
$1000 a month which includes a free membership. If the personal training client decides to stop
training after 3 months because they feel they can do the workouts for themselves at the gym
they will downgrade but still keep a gym membership. That is how ClickFunnels operates.
Another marketing term for this is cross selling (Homburg, Bohler, & Hohenberg, 2020).
Price
According to Clickfunnels website the price of Clickfunnels ranges from $299 to $499 a
month. This does not include all the different course that get sold of the front end. Why this
number is interesting to look at is ClickFunnels hit 100,000 subscribers in 4 years. They hit
125,000 subscribers 3 years after that. If using only subscriber numbers as a key performance
indicator (KPI) it shows that their growth has slowed down. The reason for this I believe is
because ClickFunnels used to offer only one subscription as $97 a month. The $97 option is still
available, but it is very limited compared to what the company used to offer at that level. They
were initially an entry level company and that’s what their entire foundation was built on. They
have recently migrated to a premium service and neglected their core audience. That is why I
believe Clickfunnels has seen their subscriber count slow down.
Pricing: https://affiliates.clickfunnels.com/optin32420079
Disruptive Marketing Plan – Brand Proposal Paper Assignment
4
Distribution Plan
As already mentioned, Clickfunnels is rarely sold on the front end of the sales process. It
isn’t like Netflix where they promote only to sell their subscription service. Clickfunnels usually
sells courses from $100-$25,000 then sells Clickfunnels on the back end of their funnels. The
reason they do this is to be able to break even on their marketing cost by selling their higher
priced products and services in the front of their sales system. The entire company relies on
online marketing to bring people to their courses.
Example 1: https://dotcomsecrets.com/getdcsfree-1
Example 2: https://expertsecrets.com/getesfree-1
Example 3: https://trafficsecrets.com/thebook-5
Example 4: https://onefunnelaway.com/challenge-b
Example 5: https://www.clickfunnels.com/
Promotion/Communications
This brand today communicates their brand mainly through Russell Brunson and internet
marketing. Russell is the main instructor in all of the course work and some of the group
coaching. Russell Brunson is the face of the company. Recently Russell has been rycycling a lot
of his content of social media platforms. This has lead to less and less engagement from himself.
I believe the reason why ClickFunnel’s success has slowed down is also because Russell has
slowed down on creating original content. It is like if Netflix stopped putting out new content
and only focused on what is currently on their platform. People will eventually leave the
platform because their isn’t anything new (Seiler & Yao, 2017).
Disruptive Marketing Plan – Brand Proposal Paper Assignment
5
Target Market
Originally Clickfunnels had a very specific market. A lot of content and books preached
on making sure that the business owner does not make the entire world their customer. He used
to teach that business owners and organizations should focus on making sure that they now
exactly who their customer is and don’t market to everyone. That is one reason why Clickfunnels
emerged as the leader in their niche. This is another reason why the success of the company has
slowed down. Along with Russell not creating new original content, he also started focusing on
teaching that everyone can be a Clickfunnels customer which has probably lead to a tighter and
larger marketing margin. I would recommend for Russell to go back to focusing on specific
companies that lead to their aggressive growth in the beginning (Petzold, Landinez, Baaken,
2019).
Disruptive Marketing Plan – Brand Proposal Paper Assignment
6
References
Homburg, C., Böhler, S., & Hohenberg, S. (2020). Organizing for cross-selling: Do it right, or
not at all. International Journal of Research in Marketing, 37(1), 56-73.
doi:10.1016/j.ijresmar.2019.04.002
Kocas, C., Pauwels, K., & Bohlmann, J. D. (2018). Pricing best sellers and traffic generators:
The role of asymmetric cross-selling. Journal of Interactive Marketing, 41, 28-43.
doi:10.1016/j.intmar.2017.09.001
Petzold, N., Landinez, L., & Baaken, T. (2019). Disruptive innovation from a process view: A
systematic literature review. Creativity and Innovation Management, 28(2), 157-174.
doi:10.1111/caim.12313
Seiler, S., & Yao, S. (2017). The impact of advertising along the conversion funnel. Quantitative
Marketing and Economics, 15(3), 241-278. doi:10.1007/s11129-017-9184-y
1
Disruptive Marketing Plan
Name
Institution
Course Code and Name
Instructor
Due Date
2
Introduction
The business environment has become very dynamic in the 21st century due to increasing
competition and changing customer preferences. Internet connectivity and globalization have led
to customers becoming more aware of the products in the market. Company's brands are losing
popularity and relevance within a very short time due to the disruptions in the market as
company customers change preferences. Companies are supposed to make decisions on what
needs to be proactive in the market regarding the products and services provided in the market to
ensure they remain relevant in the market. Companies need to make experiential advertising and
marketing to ensure a compelling connection between buyers and the brands. Marketing new
products or new approaches that a company intends to use in the market is fundamental in
persuading and convincing the customers. The kinds of problems experienced in the market due
to the changing preferences interrupt brand reliability, which might affect a product's
performance. The beverage industry is one of the major industries that have been affected by
disruptions impacting how the companies operate in the market. Snapple is one of the players in
the beverage market in the United States (Mohan, 2018). The industry has been affected by
rising health issues like the increase in chronic diseases. Snapple in the recent past has been
criticized for having excess additives and sugars that interrupt its success. The allegations for
unhealthy products have affected how the company penetrates the market, affecting sales and
profitability. The company has introduced organic drinks to meet the customers' demand while
also improving their packaging to ensure a sustainable environment. The disruptive marketing
plan is intended to create awareness and persuade customers of the new Snapple branding,
contrary to the recent past allegations. It will help to create a rapport between the customers and
the brand to create a market niche in the competitive industry.
3
Disruptive Brand Plan
Introduction of a new brand in the market or changing the perception of a brand to
customers is an issue that needs persuasion and conviction. A marketing plan is essential to
ensure that the information intended to reach the customers have been achieved efficiently (Kieu
& Mogaji, 2019). The marketing plan introduces the product in the market while helping the
potential customers to understand the benefits that the product will generate to the users.
Customers are very sensitive to the information that they get about a product in making their
purchasing decisions. Customers have become very keen on health issues as more chronic
diseases continue to increase. In the 21st century, healthy living has become a point of discussion
for many people in society. The disruptive marketing plan will be targeted to create an emotional
association with the products in the market. The marketing plan will help to attract customers to
the product and ensure they consider the product as a priority in their decision. Snapple has
currently experienced a downfall in demand in the market, given its experience. The disruptive
marketing plan will aim to correct the image of the products in the market to create a better
perception of the market and restore customer loyalty.
Snapple has previously experienced drastic growth in the market after its introduction to
the market. The company was introduced in the market in 1972 by Dr. Pepper as a food company
and later ventured into the beverage industry to exploit the market opportunities that existed. The
product initially gained popularity due to its marketing strategies that convinced customers that
their drinks were better than sodas due to added vitamins and nutrients. The issue made the
company gain more popularity in the market, establishing its brand in the market after a short
time. However, the company brand was criticized later by its competitors for providing products
that consisted of a high level of calories and sugar, which has become a point of discussion in the
4
21st century due to their harmful impacts on individuals. The brand has also been hit by the
allegation of containing aspartame, one of the most toxic food additives. The company has
reorganized its manufacturing strategy and is focused on producing healthy and meeting the
recent customer demands. The marketing plan will explore the new brand in the market to meet
customer preferences and help the company create an effective relationship with the customers.
The disruptive marketing plan will help the customers understand the value of purchasing
organic drinks free from additives.
Marketing Mix
Marketing is a skill that needs to be planned efficiently to ensure success has been
achieved. The customers are very keen on understanding the aspects of the products that have
changed and the influence of promoting success. Marketing mix involves analyzing four features
that are essential for the customers in making their purchasing decisions. A disruptive marketing
plan must convince the potential and other loyal customers that the change in the product's
approach helps to promote success. The change in the marketing strategies or the manufacturing
strategies must fill the gap that has made the products undesired. The analysis involves the
product, pricing, promotions/communications, and place.
Product
The kind of product that a company offers to the customers is very influential in their
decision-making process. A product is evaluated mainly based on quality and quantity. Snapple
has maintained a favorable position in the market due to its high-quality products that it offered
the market. The company uses high-quality machinery and equipment in the manufacturing
process of its products. Quality is one of the major considerations that promote customer
5
decisions in the market (Abror et al., 2018). The new brand in the market is of high quality. The
company ensures the purchase of high-quality fruits and vegetables to ensure that the drinks
produced are high quality. The fruits and vegetables are blended in their natural form without
any additives. The company also ensures that hygiene is one of the core values in the production
process to eliminate any health defects. The products have also been classified to meet the needs
of different customers in the market. The company has packaged the drinks in different sizes to
ensure that that price is favorable to all levels of income earners. The drinks will be sold from as
low as $10 to ensure that every willing customer can afford the products. The other important
part of the product is the adherence to the sustainability goals in packaging. Sustainability has
become a key customer consideration in evaluating a product (De Mendonca & Zhou, 2019). The
company has adopted packaging that is not a threat to the environment. The kinds of packaging
that have been adopted are biodegradable and recyclable.
Pricing
The price is very important when restructuring a company's operation in the market.
Pricing is an influential factor in customer decision-making about a product (Goldenbaum,
2017). The natural drinks in the company will be sold at affordable pricing compared to the
carbonated drinks in the market. Low pricing of products will help to attract more customers to
the market. The high technology adopted in the manufacturing process reduces the cost of
operations hence reducing the overall pricing of the products in the market. The company also
ensures a direct link to the farmers when purchasing the fruits and vegetables in the market. The
vertical integration of the supply chain helps to reduce the prices of purchasing products. The
company has always been keen to ensure that the products' pricing does not compromise on the
quality offered in the market. The products' pricing is low compared to all similar sizes of other
6
products sold by competitors. The low pricing is strategic to help all the willing buyers taste our
new product in the market.
Distribution (Place)
Distribution is a very important aspect in marketing and influencing the success of a
product. Distribution dictates the ease of access of a product to customers. Snapple products are
available across all states in the United States (Ono, 2016). However, the company has not yet
gained effective access to the market in some of the states. The company aims at improving its
capability to reach customers within the United States. The company initially relied on
distributing to wholesalers and retailers to sell to end customers. The strategy has eliminated
direct contact with the customers hence reducing the desired customer satisfaction. A change in
the distribution strategies has accompanied the introduction of the new brand in the market. The
company has restructured the distribution criteria and will establish stores in different cities
across the United States where the new brands will be distributed and sold to the customers. The
new distribution strategy will help the organization employees interact with the customers, hence
creating rapport.
Promotion/Communication
In business, communication with stakeholders like customers determines the level of
success for an organization. Promotion helps to create understanding with the customers on the
products and the products' efficiency in meeting customer demands (Ekiyor & Altan, 2020).
Snapple has been popular due to TV programs where the products are advertised to the
customers. The promotion of a product influences the number of customers who will access the
products and influences their ability to be persuaded to purchase the products. In the recent past,
7
the company has invented interactive websites where the products are advertised to the
customers. The company wishes to engage in social media promotion to introduce the new
product in the market. Social media promotion has become one of the most successful
advertisement media in the market (Kreutzer, 2018). Social media is effective due to the low
price of advertising and the wide reachability of the customers. The combination of website and
social media promotion in the market will fasten the product's ability to succeed in the market.
Market Segments
The market is essential for companies that are introducing new products in the market.
The market for a product helps to promote the success of a product. The market involves the
availability of customers who are willing to purchase the products. Companies are supposed to
ensure an adequate market for the products they introduce to avoid frustrations. The market is
identified by understanding the gaps that might be existing in the market. The beverage market is
one of the largest industries in the United States. The new brand aims to operate in a small
market segment of natural drinks, gaining popularity in the 21st century. There is no established
market leader in natural drinks, and hence it is an open opportunity where Snapple can succeed.
Current Target market
The target market is essential in determining the likelihood of the success of a company.
Target market refers to the group of customers whose needs are satisfied by the introduction of
the product (Steele, 2019). The current target market for Snapple is young adults between 25 and
50 years, both males and females who are in active parenting to purchase the drinks for their
families. Sweet drinks are more favorable to children due to their natural sweetness and
8
availability in different flavors. The children are not able to purchase on their own, so the parents
have always been the focus points in the market.
New Primary and New Secondary market
The introduction of the new product in the market will lead to a change in the target
customers whose new product aims at satisfying their needs and demands. There will be both
primary and secondary target markets.
New Primary Target Markets
Primary target markets are the people who are demanding the new products in the
market. Snapple's new target market is the youths between 19 and 40 who live in the urban areas.
Natural products' campaign is higher in urban areas than in rural areas where there is natural
products' availability. Chronic diseases have increased mainly in urban areas, and hence the
demand for natural drinks is very high. The main factor that makes urban dwellers more
vulnerable to chronic diseases is the inactivity associated with the urban areas. The individuals in
the age bracket are also more informed on health benefits that accrue to the use of natural drinks
and the risks associated with carbonated and other drinks with additives. The marketing will
mainly target the urban areas to increase the market segment. The new target market is very wide
and has been extensive over time as more people realize the natural products' benefits.
New Secondary Target Market
Secondary markets refer to the people whose needs are also solved by the introduction of
the new product. The new secondary market for the new brand will be individuals who have
been diagnosed with chronic diseases to enable them to have an option of having drinks. Most of
the patients with chronic diseases have been restricted from taking carbonated drinks. The new
9
brand will offer them the opportunity to have drinks. The drinks will be prepared in a way that
they help in the recovery of their diseases.
Demographics and Economic Trends
A change in product quality and operation is influenced by the market dynamics and the
customer's comments about a product. The high market size influenced the innovation of the new
products in the beverage industry. The beverage industry controls more than $6000 billion every
year. The market for beverages has always witnessed an increase over time as the population
increases. The number of customers who are demanding natural products has continuously
increased as more people demand healthy living. The new products have a high potential for
growth in terms of economic growth. The economic trend in the market for natural products
indicates a growing trend. The establishment of an effective marketing plan will help the
organization to expand in terms of its operation. The high number of customers will help
promote a high level of sales and facilitate the expansion of the company in the market.
Introducing the new brand in the market will be a stepping stone to improving the company's
financial position, hence facilitating its establishment across the United States. The low price and
high quality of the products will help to promote effective market penetration. Most of the
consumers in the market are demanding products that are of high quality and healthy as they
consider the pricing of the products. Compared to the other products in the market, the low
pricing will attract low-income earners to the products. Middle and Low-income earners are the
majority in society and will be very influential in brand success in the market.
Analyzing consumer market
10
It is imperative to make a useful analysis of the consumer market to understand the
factors influencing the consumers. Consumer market analysis guides a company in making
effective decisions regarding a company product. The consumers are the most critical
stakeholders in a company and define an organization's ability to succeed.
Social factors
Social factors are very influential in defining a company's success. Consumers' behavior
determines the influence that they have on each other regarding the products (Einstein, 2017).
The people living in the urban centers are very social and interact with each other as they discuss
the products they need to purchase. Most of the target market customers are involved in social
media as their primary mode of conversation. Consumers are more convenient with products
delivered in their homes due to their tight schedules in the workplace. The customers will
demand the implementation of e-commerce as the main model of selling the products to meet the
customers' social needs. E-commerce allows customers to order and receive products at their
convenience. Implementing social media promotion will help to catalyze the rate of success of
the company.
Psychological Factors
Psychographics are also a critical component to analyze the consumer market.
Psychological factors refer to the arguments that consumers have in common, and the reasonings
are the ones that guide the consumers in purchasing products (Sarkum, 2020). Psychological
factors influence the extent to which the customer purchases the products. The consumers for the
products are very careful about healthy living and have a definite value to natural products. The
new brand will target customers who are very keen on healthy living. Organic drinks will be
11
sought to increase satisfaction to customers. The company will also target consumers who are
fond of using social media to choose the kind of products they need in the market.
Customer Needs
The introduction of a new product in the market requires comprehending the consumers'
needs to ensure clients are satisfied. Consumer needs are determined through observing the
market trend and interacting with the consumers. Studying consumer needs helps to understand
the significant aspects that an organization must implement in their products to promote
efficiency. An organization must invest in building a good image with the customers by
satisfying their needs. Consumers for beverages in the 21st century are demanding products that
are not carbonated and with no added sugars. There has been a health concern that associates
sugars and carbonation with the development of chronic diseases. Snapple is committed to meet
consumer needs in the market by ensuring that all the products are natural and of high quality.
The new brand in the market is free from unnecessary sugars and additives that might
compromise the products' quality. The company has aligned its objectives with the customers'
needs in the market. The brand guarantees customers their ability to satisfy their needs in the
market at all times. Consumers are also concerned about the mode of selling that is adopted in
the market. Consumers demand e-commerce to leverage internet connectivity and access to
smartphones in the homes. The company is committed to ensuring that consumers prioritize and
consider the products as the best in the market compared to other existing products.
Product Positioning
Product positioning is fundamental in the marketing of a product and promotes its
success. A company that aims at achieving competitive advantage must learn to position its
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products effectively in the market. Snapple will utilize differentiation as the primary positioning
strategy in the market. Differentiation involves offering products that are unique in the market as
compared to other competitors. The company is relying on innovation and research to ensure
they can maintain exclusive high-quality and affordable products that are not easily duplicated in
the market. Differentiation will promote effective branding of sanitizers while ensuring that other
competitors do not easily duplicate the products. The position statement in the market is to
provide unique, high-quality products at affordable prices.
Competition
Criteria for
Comparison
Noodle & Boo
Noodle & Boo After
This New Disruptive
Idea is Launched
Coca-Cola
Price - MSRP
Range
$ 6.72 - $25.00
$5.00 -22.45
$7.5 - $30.65
Product Unique
Attributes
High quality and
unique sweetness
Natural with natural
sweetness.
Carbonated drinks
Placement – points
of distribution
Retailers and
Wholesalers
Warehouse, retailers,
distribution centers
Warehouse,
distribution centers
Promotion – where /
how do they
advertise
Television, Company
Website
Social media,
company’s website
Website, Television
adverts.
Other Items of
Comparison
50% recyclable
packaging
100% recyclable
packaging
75% post-consumer
recyclable
13
(sustainable
packaging)
Coca-Cola is the most significant player in the beverage industry in the United States and
has already established its product in the market. Snapple's invention of the new brand wants to
ensure they can compete in the market more favorably with the differentiated products hence
creating a market niche. The company's new product will reduce pricing in the market compared
to the current pricing and competitors' pricing. The company has also ensured that all the
customers' products are natural to reduce the allegations associated with toxic additives and
sugars. The company will persuade the customers of the value of having natural products in the
market. The company is also ensuring that it adopts the current technological advancements by
ensuring amplification of social media use in the market. Social media experts that experts from
the company marketing department manager will help persuade more customers to turn to the
products' purchase. The use of sustainable packaging in the market will also help to promote
better performance in the market. Sustainability has become a key consideration to customers in
the market.
Market Research Plans
Market research is crucial in marketing to identify the most important sectors where the
products need to be advertised. Market research refers to the prospective market's strategic study
that a company intends to sell its products (Phillips, 2015). Market research is fundamental in
helping a company to meet the needs of the consumers effectively. It helps to identify the fine
details on the customers' requirements and needs. The market research will involve both primary
and secondary market research in the market. Primary market research will be the most
14
significant that will contribute to the success of the company operations. It involves the
interaction with the potential customers face to face and establishing their needs in the market.
The tools used to collect the data will involve surveys, interviews, focus groups, and
questionnaires for the people living in urban centers. The research will help the company to
finetune its operations to meet the customer's actual needs. It will help Snapple to become the
leading market leader. Secondary market research involves using publications to establish the
best behaviors expected in the production process to promote natural products. It will help to
promote high-quality drinks in the market. The market research will be undertaken in different
cities and states in the United States. It will help to gather information from diverse locations and
customers with different perceptions hence promoting success.
Promotion Plans
Promotion is an essential factor in the marketing plan in ensuring the successful
introduction of a product to the market. Promotion involves launching the product in the market
and defining the strategies that a company intends to reach its customers. Promotion plans define
the kind of rapport the company will have with its customers. Snapple, in disruptive marketing,
will utilize different promotion plans such as social marketing, public relations, and traditional
marketing.
Social marketing
Social marketing involves ensuring that a company is able to create a social identity with
the company. Social marketing refers to the use of commercial marketing activities to improve
the state of society (McKay‐Nesbitt et al., 2012). It involves ensuring that consumers identify
themselves with the benefits that they get from the products. Snapple will need to utilize social
marketing to indicate the health benefits that its product has through its use and meet other
15
needs. The organization will also prioritize the customers' preferences and feedback that they
raise through the website and social media and encourage them to participate effectively.
Creating social cohesion with the customers is essential in promoting success in organizational
activities. In the promotion, social marketing will involve the use of pictures and images that
sensitize the importance of quality in operations.
Public relations
Public relations are essential in the marketing of new products and aids in promoting
product success. Public relations refer to the marketing activities that help an organization and its
surroundings to have a good relationship (Llewellyn, 2017). It helps to create a favorable
operating environment while also creating loyalty and satisfaction in the company. The company
will participate in corporate social responsibility to ensure that the public's welfare is also valued
and respected. It will involve community operations such as sports, education sponsorship,
among other activities that are beneficial to the public. Corporate social responsibility refers to a
management concept where a company integrates social and environmental concerns to promote
stakeholder satisfaction. They will help to promote successful integration with the community.
Traditional Marketing
Traditional marketing cannot be ignored in company activities. Different traditional
approaches will be utilized in the organization. The company will also involve magazines and
newspapers to engage the elderly in the product market.
Financial Viability of Plan
Financial viability is essential in business management to ensure that every business
activity generates income in the organization. The marketing plan must be funded to promote
effective operations. The management will always anticipate that every activity is focused on
16
boosting organization performance and efficiency. The introduction of the new brand in the
market is expected to be a financial boost in organization operations. The natural products will
help the company to increase the level of sales by 50 percent. The existing machinery in the
organization will be sufficient to carry out the operations, and hence the investment cost will be
low. The new products will help to increase the profitability of the company by 50 percent.
Disruptive marketing will be a move that is worth promoting efficiency.
Relationship Marketing
Relationship marketing is essential in promoting success in marketing. Relationship
marketing refers to activities that involve interacting with the customers in a way that helps to
create a good image in the market (Hollensen & Opresnik, 2015). Snapple will prioritize
relationship marketing by prioritizing the feedback from the customers. The company will also
give many credits to loyal customers through such activities as giving coupons. There will also
be an established customer relationship department that will help to follow the clients' clients.
Socially Responsible Marketing
Snapple will ensure that all the activities that it is involved in are responsible. The
marketing activities will not violate any rights of other companies and customers.
Christian Integration for Brand
The company is established and operates in Christians believes and values. Peter 2:17
states that it is important to respect God and ensure adherence to Christian beliefs. The
management will ensure that the company's marketing operations do not violate Christian beliefs
and values. The production activities will be done with a high level of integrity and transparency
to ensure the quality of the products is indicated in the packaging. In Romans 12:10 the Bible
says that Human beings should take care of each other and remain in love. The company will
17
ensure that the products take care of the people's conditions of living. The company will also
ensure that the manufacturing processes do not take place on Sundays as per Christian beliefs.
Recommendations
The purpose of the marketing plan is to persuade and convince the customers of its
importance. The brand's success will be based on the ability to implement an effective strategy to
accomplish the objectives. As the brand manager for the products, the following
recommendations would be appropriate.
Implement effective supplier relationship management to reduce any form of delays to
the customers.
Adopt high-quality machinery that will not compromise quality.
Employ competent marketing specialists.
Invest in research and innovation.
Conclusion
The disruptive business environment in the market for many products requires a company
to have an effective marketing plan to introduce new products intended to improve the
competitive advantage. A disruptive marketing plan will help the customers for Snapple's new
products to convince the customers of its importance. It will help to eliminate the existing notion
of unhealthy products in the market. It will help to transform the minds of customers regarding
the products that are available in the market. The marketing plan's objective is to help the
company gain back the track and succeed in ensuring success in the market. The marketing plan
highlights all the aspects of the new product that make it essential and valuable to meeting
customer needs. The plan indicates that the main activity in the organization is to ensure success
in the market. The marketing plan also indicates how the organization will reach the customers in
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the market, considering demographics and psychographics. It is vital to use the right media to
market the products to ensure that the target consumers can access the message. The marketing
plan will also be formed on the basis of intensive market research to ensure that the customers'
needs have been established in the market to provide products that effectively satisfy the
customers. The introduction of the new products in the market will be a win for the company and
will increase sales. The products will also ensure social responsibility to ensure there is a good
relationship with the customers. The disruptive marketing plan will aid in the success of the
newly introduced brand in the market.
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References
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Snapple Disruptive Marketing Plan
1. Introduction.
2. Disruptive Brand Plan.
a. Introduction of a new brand in the market or changing the perception of a brand to
customers is an issue that needs persuasion and conviction. A marketing plan is
essential to ensure that the information intended to reach the customers have been
achieved efficiently (Kieu & Mogaji, 2019).
b. Snapple has previously experienced drastic growth in the market after its introduction
to the market.
3. Marketing Mix.
a. Product.
b. Pricing.
c. Distribution/Place.
d. Promotion/ Communication.
4. Market Segments
a. Current Target Market.
b. New Primary and Secondary market.
5. Demographics and Economic trends.
6. Analyzing Consumer market.
a. Social Factors.
b. Psychological factors.
7. Consumer needs.
8. Product Positioning.
9. Competition.
10. Market Research Plans.
11. Promotion plans.
a. Social marketing.
b. Public Relations.
c. Traditional Marketing.
12. Financial Viability of Marketing Plan.
13. Relationship marketing.
14. Socially Responsible Marketing.
15. Socially Responsible marketing.
16. Christian Integration for Brand.
17. Recommendations.
18. Conclusion.
19. References.
