Business Plan – Final

Section 1: Marketing Plan & Sales Strategy

Section 1: Marketing Plan & Sales Strategy

Target market

Happy day drinks target to serve the consumer who are seeking to have nonalcoholic drinks in their daily lives but still have a drink that may be enjoyable when with friend, relatives, or family members. This section of the community is mainly made of young, middle age and the old members of the society who seek to maintain a healthy lifestyle.

With the happy day nonalcoholic drinks, it will be crucial that the drink target all the family members with a different range of product depending with their physical needs, requirements, and income levels. In my neighborhood, there are at least 1000 households living in a family set up. Of these households, the majority, 44% are senior citizen who is keen to maintain a healthy lifestyle that will not bring illness to their old age. There are at least 40% of then young families either living together with children or expecting children soon. This category’s concern is to encourage their children have a healthy lifestyle and maintain a balance with their family and friend while still engaging in a healthy lifestyle. There is about 11% of the community who are youthful living alone. They have more time to spend with friend and are concerned with drinking that will appear trendy, cool, fun filled but must also ensure a healthy living (Hartline & Ferrell, 2011). The remaining 5% are young children who require much energy and vitamin in their very active playful life. This will provide a rich background to target with our healthy products. 100% of the neighborhood accesses their daily product from the 3 supermarkets and 10 other smaller grocery stores. This makes it easier for the product to be monitored, controlled, and accessed.

Marketing competition

The products will be availed to the consumers through the various stores. This is meant to give happy day a unique market niche in the very competitive market. Since happy day is relatively new in the market, we will not directly engage in mass marketing since we do not have the financial muscle to compete with the already established firms. The niche will give happy day a unique place to cater for instead of the mass markets. The niche market to be served is for the family members who engage in hard physical activities but require a refreshing moment without having to put their health in jeopardy.

Differentiation

The products will be differentiated in size, prices and packaging. The size packaging is meant to ensure that happy day drinks are offered in a many varying quantities as possible including the ready to drink small sizes, medium sizes and the large family sizes. These sizes also enhance the affordability of the product to a wide range of the consumer (Kaplan, 2012)s. In some stores, the drinks will not be caned but will use an automated system where the buyers can purchase any amount they want depending with the cash they have. The packing will be in reusable and recyclable packaging to ensure our product is friendly to the environment all the time.

Company’s message

Happy day will be aggressively advertised in the neighborhood to not only create presence but also to establish a relation with the target consumers. This is meant to customize the product as an essential household drink each family should have. This aggressive marketing is aimed to send a clear message that happy day nonalcoholic drink is not only an enjoyable drink but also a health enhancer for every member of the family.

Marketing vehicles

Being relatively smaller neighborhood to target with our product, the choice of the marketing vehicle will be every essential to achieve maximum penetration in the entire neighborhood is achieved. The first vehicle will be the use of the grocery stores and supermarkets. The product will be creatively displayed in these retailer stores conveniently paced at the most accessible places. These shelves will also be uniquely and conspicuously market to drive traffic toward these counters. Given the few number of stores within the locality, all stores will be approached to stock these products.

The social media will be a great marketing tool to market the products. This tool is not only cheaper but also conveniently available to a large number of the consumers. However, care will be taken to ensure that the social media is not misused to drive the sales figure down. Some of the social media sites to be used will include Facebook and twitter product promotion adverts that will be target to the supermarkets and the grocery stores customers. We will form WhatsApp group for the consumers to offer, review and share information about the happy day product with great ease. Besides the use of social media sites, the product will also be promoted on various online retail websites for ordering including those of the supermarkets. This will make it easier for the consumers to purchase the products from any location (Levinson & Levinson, 2011).

The product will also be promoted using fliers, banners, and local publication spaces. The banners will be dished out to the consumer visiting public occasion and other social event as well as those visiting the grocery stores. These fliers will contain information about the products, its contents, advantages and the places where it can be readily available (Hartline & Ferrell, 2011). The space in the local publication will aid in spreading the information even wider to the consumer who subscribe to these publications.

References

Hartline, M. D., & Ferrell, O. (2011). Marketing Strategy (5 ed.). Mason, OH: South-Western Cengage Learning.

Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business Horizons, 129–139. doi:10.1016/j.bushor.2011.10.009

Levinson, J. C., & Levinson, J. (2011). The Best of Guerrilla Marketing--Guerrilla Marketing Remix. Entrepreneur Press,.