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(A) EXECUTIVE SUMMARY
The marketing team is to promote the newly developed sweet corn ice cream into the current ice cream. The main goals to be achieved are to gain market share in the ice cream market, as well as to increase the sales of the company.
The marketing team decided to position the product 每 sweet corn ice cream 每 as one of the types of ice cream commonly found in existing supermarkets, stores, of superior quality. ...
The main target group that the marketing team has decided on is the age range from 5 years old and above. This is due to the fact that most ages of people like to eat ice cream, especially that sweet corn flavoured ice cream suits local taste because of the different flavour (from survey). Adults would be influenced to buy ice cream for their children if demanded; though 5 to 7 year old children have low buying power. ...
The marketing team has come up with the various steps of marketing the product. ... Lastly, the marketing scheme would be controlled and monitored closely with the marketing situation.
(B) CURRENT MARKETING SITUATION
1) OBJECTIVES:
i) SHORT-TERM 豕 To be able to survive in the ice cream market
Difficulties faced includes:
﹞ Constant change in consumer preference. Most youngsters nowadays do not like to eat sweet corn ice cream. ...
﹞ There are other companies that have gain a wide market share and they are also selling this ice cream flavour in addition to other flavours. ...
﹞ Improving product quality and at the same time increase variety of the ice cream by including other tropical flavours.
2) TARGET MARKET:
The target market for this sweet corn ice cream would be for those ages 5 and above. This is because most people nowadays like to consume ice cream, and they tend to eat different flavours for a different taste. ...
3) MARKET POSITIONING:
The image of the ice cream is to be claimed as a ※common ice cream§ which is of superior quality. The ice cream can be purchased at an affordable price. In addition, the ice cream contains corn kernels, which provides a source of fibre.
4) MARKET DESCRIPTION:
Currently, there is already an existing large market for ice cream, in general and also for that matter, sweet corn ice cream. Big time ice cream companies like Marigold, Walls or even Kings are in top position now. ...
There are many factors that can affect the consumers in the purchasing of this sweet corn ice cream. ... On a hot, humid day, more consumers tend to have a desire for ice cream so as to provide them the cooling sensation. However, on a cold, windy day, consumers may think twice about buying a tub of ice cream. ... Most consumers tend to buy ice cream only if it is affordable or worth the money for the amount they are getting. Thirdly, individual preferences or influences also play a part in the purchase of ice cream. Some would have a craving or liking for sweet corn while others would rather prefer eating chocolate flavoured ice cream. Influences from friends or family as in the case of small children can also add to the purchase of the ice cream. ... An individual would not buy ice cream if he/she were having a cold/fever. ... Most customers are loyal to products by Walls or Kings, etc. as they are used to the taste and they trust products by those companies.
Based on this sweet corn ice cream, the market is divided based on these 3 main variables:
1) Demographic 每 Age: 5 and above, Gender: Male and female, Family size: bigger size, more purchase hence more profit, Family life cycle: includes the single, young, old and also the married. ...
3) Behavioural 每 Occasions: Anytime, anywhere, even for parties, Benefits: Good quality product and also people buy ※wants§ during good economy time, Loyalty status: Consumers tend to become loyal as they get used to eating the ice cream. ... As mentioned above, many competitors out in the market have gained a large share due to many loyal customers that have trust in their products. ... As for the consumer marketing channels, the indirect way is chosen with only one intermediary level. ...
(C) OBJECTIVES AND ISSUES
1) OBJECTIVES:
豕 SHORT-TERM
At the initial launch, the main objective is to survive in the ice cream market, among the big competitors like Magnolia, DairyBell, King＊s, Meadow Gold and Walls. This is because the company is new to the market and the sweet corn ice cream is a new product to the company, even though the flavour is already existing in the market.
Approximate Word count = 3790
Approximate Pages = 15.2
(250 words per page double spaced)
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