Introduction
Effective marketing is inevitable for any business that wants to succeed. It is through sales that most businesses raise revenues that are used in financing its other activities. The marketing process must properly be planned to ensure the targeted sales are attained and the business as a whole succeeds. Below is a strategic marketing plan than is intended to increase the consumption of low-fat milk and whole-grain carbohydrate sources so as to reduce refined carbohydrates.
Goals
- Achieving a significant increase in the number of people who consume low-fat milk and whole-grain carbohydrate among the population. By so doing, the customer base will increase and consequently high sales will be registered (Nykiel, 2003).
- Achieving a relatively fair distribution of the products in all parts of the country. The well developed as well as the less developed must be in a position to access the product contrary to the common scenario where only a few well established places were able to access the products.
- Positioning whole-grain carbohydrate and low-fat milk in many events within the core demographic.
Objectives
The main objective of the plan is to increase the sales revenues from whole-grain carbohydrate and low-fat milk by 50% by the end of 6 months after the inception of the plan. Through effective implementation of the plan, I’m highly optimistic that this objective will be attained with less difficulty.
Selected audience
The selected audience shall be people in the age bracket 13- 50. This is due to the fact that most consumers of the products are people in this age bracket. It shall also target low income earners who may not be in a position to effectively acquire the expensive fatty milk. This group contributes to a large portion of the population hence winning them will have a significant effect on the sales.
Core strategies
The products shall be highly differentiated to make it easy for clients to identify it. Furthermore, it shall be packed in various sizes to enable both the low and high income earners choose their appropriate consumption bundle. It shall also be packed in colored packages that will be appealing to the customers (Pride & Ferrell, 2008). The price of the products shall be highly fair and elastic. Different prices shall be charged in different markets as the need be so as to cater for the different tastes, needs and preferences of the contemporary customers. However, the prices will generally range from $6 to $ 9 depending on the market forces.
Effective advertisement shall be done both in the print and visual media but more intensively on the television. Moreover, due to the popularity of the social media, I shall use it to further popularize the products among the divergent populations. The company’s website shall also be used to promote the products by informing customers on the importance of consuming low fat milk. The products shall be placed in very strategic places such as canteens, restaurants and fast food joints to ensure that customers can easily see the products (Pride & Ferrell, 2008). Short distribution channels shall be used to avert wastage of time during distribution. With such strategies a good brand name shall be created and customers shall be loyal to the brands.
Evaluation
Apparently, some people within the target audience might perceive this as profit maximization plan (Nykiel, 2003). This shall be countered by enlightening them on the health advantage of consuming low fat milk and whole-grain carbohydrate. After implementing the plan, its effectiveness shall be evaluated 6 months later to determine whether it is suitable. This shall be done be evaluating the increase in sales revenue within that period. In case the plan proves to be ineffective immediate remedial action shall be taken to ensure that the sales are not compromised.
References
Nykiel, R. A. (2003). Marketing your business: A guide to developing a strategic marketing plan. New York: Best Business Books.
Pride, W. M., & Ferrell, O. C. (2008). Marketing. Boston: Houghton Mifflin Co.
