MARKETING PLAN

Marketing Plan



Marketing Plan

Introduction

This research paper describes a marketing plan for the ultimate popcorn experience - chocolate covered popcorn. This food product will be marketed on behalf of two well known power house companies which produce popcorn and chocolate world wide. The marketing plan described in this research paper will take into account key principles of marketing to introduce chocolate covered popcorn into the American marketplace.

The marketing plan will take into account market research and factors related to consumer food purchase. The paper will also include a proposed segmentation plan to reach the customer in terms of health issues related to the food product. Nutrition will be a concept that will be incorporated in the marketing strategy to attract consumers to buy the chocolate covered popcorn. Market trends in relation to food consumption will also be considered in the overall marketing plan.

The mission of the new Horville Chocolate Covered Popcorn is to add more variety to movie theater concession stands to gain more customers and eventually sell the product to food markets to make a large profit from customers who like and buy the product.

Marketing Strategy It is important to note then that a marketing strategy as part of the overall marketing plan for this food product has to center around its great taste. Its great taste will be used to launch and promote the product.

Our target market is people of all ages because people of all ages love chocolate. In a study conducted by the Chocolate Manufacturers Association, American consumers choose chocolate as their choice of flavor in desserts and snacks, leaving all other flavors behind such as Strawberry in second place with 13 percent. In fact, 50 percent of all adults chose chocolate as their favorite flavor. The past 15 years this survey was conducted, chocolate seemed to have an overwhelming lead on all other flavors (PUT NAME OF STUDY HER AND PAGE NO).

Because movie theaters make a large portion of their money on concession offers, this added variety of chocolate covered popcorn will attract more people to purchase snacks. Also, chocolate covered popcorn will increase profits in the non peak months because more chocolate is consumed in the winter season than any other season. How easily chocolate can seduce us. The rich taste, distinguished smell, and mouth-watering look…everyone longs for another piece of chocolate. These are the sensory images that will be incorporated in the marketing strategies proposed for this new and special food product. If marketed well, people's mouths will water when they see the advertisement for this new variety of popcorn.

Marketing segmentation

Taking market segmentation into consideration for this product, it is important to think about the distinct group of buyers that will be attracted to chocolate covered popcorn. Using a product analysis, it is known that chocolate products are widely bought by all segments of the American population. While the promotion for this product will be directed to the “average” consumer and people of all ages, it is essential ...