MARKETING PLAN

Marketing Communications Campaign

Marketing Communications Campaign

Product Profile

Frozen Yoghurts are becoming popular with every passing day. Their usage is increasing and people like this product. Frozen yoghurts are similar to ice creams; the only difference between them and ice cream is that more tart is used in ice creams and is low in fats. A number of companies are producing this product, and with the increase in the way this product is being manufactured, it is important that the companies make sure that they enter new markets. With the increase in the popularity of this product, frozen yoghurt, more and more companies are ensuring that they work to produce more such products. Pinkberry is a company that is producing this product and is looking to enter the Irish market.

Rationale behind Choosing this Product

With the increase in the demand of frozen yoghurt, companies are looking for ways to increase in their revenues, as well. Companies manufacturing frozen yoghurt should find more and good opportunities for the selection of the product which will help them in earning more and more. With the increase in sales, it is important that the companies get to know as to what they are producing and that the product is demanded in the current situation. Frozen yoghurt is a product that is demanded by the current consumers and this is the reason that Pinkberry has decided to launch it in the Irish market.



Macro Environmental Analysis

Political

The political situation of Ireland has always been fluctuating. But, from past few years the government at national level is stable and then there is no change in the major governmental positions in Ireland. Although, one thing that should be noticed that at regional levels different political parties often argument and fight with each other. These frequent fights often creates chaotic and law and order situation in different cities, which in turn, affects the daily business and economic situation of the country. The important thing for Pinkberry would be getting a license and permission to operate in Ireland. Ireland currently is in need of foreign investment and promotes international brands to operate in their country. The prospects of Pinkberry would undoubtedly get a license to work in Ireland. Another important thing to be taken into account is the foreign policy of Ireland. The part that Ireland is playing through various aspects of relationship with US often affects the foreign policy of Ireland which in turn affects the relationship of Ireland with foreign countries. Although, the relationship between the government of United Kingdom and Ireland is very well and stable, but if any act or measure taken from the side of the UK government affects the relationship then Pinkberry might face challenged in effective operations in the country.

Economic

The economy witnessed a growth rate of more than 6% over the past five year period 2003-07. Foreign direct investments in 2007 grew at an overwhelming 71% over 2006. Most analysts say a major portion of these investments are flowing into the non-productive sector, particularly ...