SCRUMIE Marketing Plan

Marketing Plan

Introduction

As the rising obesity tide continues to plague the U.S. and other states and as childhood obesity is a growing concern, the World Health Organization has compiled food-based dietary guidelines to encourage an improved quality of both diet and lifestyle. Thus, with the new health and wellness consumer trends, we have developed and introduced healthier and portion controlled snacks that are amounted with less cholesterol and fats.

The famous XYZ Company continues to expand and fulfill new customer demands. Due to the fact that lifestyle changes towards health and nutrition are highly promoted, XYZ Company introduced health and nutritional products. Now, people can maintain their weight with low Calorie Pack of SCRUMIE biscuit which is sugar free and fat reducing biscuit. This report is the marketing plan for the proposed market development of SCRUMIE biscuit. The purpose of the plan is to analysis the feasibility and profitability of introducing SCRUMIE biscuit to American market (Rice, 2007).

Marketing Plan for SCRUMIE

SCRUMIE biscuits owned by XYZ Company can be rightly classified under the food industry. Since the top brands in cookies are more diverting their strategy of introducing low fattening biscuits in market? XYZ Company has brought the idea of introducing such Cookies which can cater major market of cookie lovers. The greater share of the cookie market can be found amongst retail outlets for which supermarkets account for the bulk of total retail sales made (Kotler, 1986). There is no doubt that children are the major consumers of this product. Adults also indulge themselves with premium cookies. In recent times due to health reasons, there has been a change as demand by customers has shifted from fat to sugar-free products.

SCRUMIE biscuit has a target market of covering all the children and Adults who are more health conscious now. This biscuit is sweet with moderate amount of calories and can be served as complementary products. The marketing plan has a clear marketing mix and promotional mix strategy. It defines the core elements of the biscuit and gives a healthy taste to the targeted audience. The plan needs to cover it targeted market by making high sales at the initial levels. The success of this product sale is dependent over the promotional techniques that are to be used by the company. The objective of Company's marketing plan is to maintain a position of SCRUMIE biscuit in market by bringing awareness to the target audience about this biscuit (Kotler, 1986).

Marketing Mix for SCRUMIE

The marketing mix of SCRUMIE biscuit involves 4 P's marketing strategy. This has been evaluated by proper market research and surveys before the launch of the product.

Product

SCRUMIE biscuit is cooked with the ingredients that possess fewer calories and give the taste of light sweet biscuits with a crunchy bite that helps in maintaining the appetite of the eater. However, the biscuits are manufactured in conical shape with a delight of having it with yummy toppings as well. It is well packaged and easy to ...