BSD 126 MARKETING PLAN TEMPLATE

 

Part A

 

Report

 

1. SITUATION ANALYSIS

Carman’s is popular brand for its snack products. According to Creswell (n.d. as stated in Carman’s website) they lay emphasis on “providing their products from the kitchen and not the chemist”. They believe in Australian made and Australian owned. The blend of fruits, oats and nuts with other natural ingredients makes it a healthy and a saviour snack when a person is really hungry.

SWOT ANALYSIS
The size and scale of the business of Carman’s is the main weakness. As, the large scale business which also deals internationally makes it more costly and also difficult to maintain good standards. Arthur (n.d.) states that the main problem of going international is the culture difference because if something is popular in one country does not mean it will be popular in other countries too. This clearly indicates the demographical macro-environmental factor affecting with product. The main strength for Carman’s snack products is way they make their products that is by using only natural products and from the kitchen. Mclnerny (2016) states that, “Carman’s create healthy, delicious snack bars using fruits, oats and nuts with no nasties and all natural ingredients.” The main threat faced by Carman’s is the increasing competition in the food industry with similar products. Carman’s need to develop some new exciting products and also need to reinforce its unique qualities to stay up in the market. Carman’s unwavering clients will attempt new product offerings since they’re sure that they’ll have to some degree say in the general advancement of the items &their input will be listened, this permits the open door for experimentation of items for Carman’s without the risk of real loss of clients.

MACRO-ENVIORNMENTAL FACTORS

The above analysis clearly indicates the two main environmental factors affecting Carman’s products which are Demographical factors and the social factors. Demographic macro-environment factor affects this product because of its increased market as it comprises the product quality and sometimes even customer satisfaction. Banfield (2015) says that “lack of customer satisfaction makes a customer 4 times more likely to buy from your competitors”, which is why it is important for Carman’s to focus on increasing its customer satisfaction. The social trend of eating healthy food has increased in past few years. According to Gagliardi (2015), the global sales for healthy products is estimated to reach $1 trillion by 2017 and also that consumers are willing to spend more for healthier food.

 

1. MARKETING GOAL

Carman’s marketing goal is to increase its total market share by 15% in the next two years along with improving its customer satisfaction.

 

III. MARKETING STRATEGY

TARGET MARKET

The segment market will be divided into 2 segments that is behaviour and demographic segmentations. Customers will be divided on the basis of age as a demographic segment whereas the behaviouristic segment will focus on the type of users that is the beginners and advanced users. Our target end users are the university or school students of generation Z (students below 20). According to Watson (2015), “the most health conscious group of consumers is the generation Z.” These men and women have an active lifestyle and thinking. Health and body wellbeing is very important to this group.

VALUE PROPOSITION

Eating habits of consumers are now changing with this fast growing world. People’s values and thoughts on certain things have developed overtime. Consumers are becoming more and more concerned about their health and what kind of food they eat. Alexandra Parker says that, “healthy snacking can improve your overall health, curb cravings, assist with weight management, regulate your mood and give you the energy to keep you going throughout the day” (as stated by Steen, 2017). The age group we targeted focuses the most on eating healthy and staying fit. Carman’s will use differentiation strategy to promote and show itself as a responsible company by putting its products out there made from natural ingredients along with fruits, oats and nuts.

 

 

 

 

 

REFERENCES

Mclnerny, E. (2016, March 10). The healthiest supermarket snacks bars. Retrieved from http://www.canstarblue.com.au/food-drink/pantry/the-healthiest-supermarket-snacks-bars/

Our Brand. (n.d.). Retrieved from http://www.carmanskitchen.com.au/our-brand

Arthur, L. (n.d.). The Advantages & Disadvantages of International Franchises. Retrieved from http://smallbusiness.chron.com/advantages-disadvantages-international-franchises-22488.html

Gagliardi, N. (2015, February 18). Consumers Want Healthy Foods–And Will Pay More For Them. Retrieved from https://www.forbes.com/sites/nancygagliardi/2015/02/18/consumers-want-healthy-foods-and-will-pay-more-for-them/#2ce89b8075c5

Watson, E. D. (2015, September 2). Younger Consumers Are Trending Toward More Health-Conscious Eating . The Huffington Post. Retrieved from http://www.huffingtonpost.com/elwood-d-watson/younger-consumers-are-tre_b_6632166.html

Steen, J. (2017, March 23). A Simple Guide To Healthy Snacking. The Huffington Post. Retrieved from http://www.huffingtonpost.com.au/2017/03/22/a-simple-guide-to-healthy-snacking_a_21904746/

Banfield, T. (2015). Why Customer Satisfaction is Important (and How to Focus on It).Survey Monkey Blog. Retrieved from https://www.surveymonkey.com/blog/2015/02/06/customer-satisfaction-important-focus/

Please read the assignment given above and do the part 4.0 Marketing tactics

 

Instructions to follow –

1. Please make sure total words limit for this assignment is 800 words
2. Please use 4-5 academic references like journal articles
3. Please make sure you use the template given below

 

Product name is Carmans, it’s a snack food

 

BSD 126 MARKETING REPORT TEMPLATE

 

 

 

 

 

Part A Marketing Goal:

 

Has this goal been modified?:     ☐ Yes                       ☐ No

 

Place Modified Goal here: ……………………………………………………………………………………

 

 

Part A Target Customer/s:…………………………………………………..

 

Has this target customer been modified?  ☐ Yes         ☐ No

 

Place Modified Target Customer/s Here:

 

……………………………………………………………………………………

Part A Positioning Statement:…………………………………………………..

 

Has this Positioning statement been modified?  ☐ Yes           ☐ No

 

Place Modified Positioning statement Here:

 

……………………………………………………………………………………

 

The following pages will use the Numbered Headings below.

 

 

4.0 Marketing Tactics

 

4.1 Product

 

 

 

4.2 Price

 

 

4.3 Distribution

 

 

4.4 Promotion

 

 

 

References

 

Appendix/ces