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The Song Pure Frozen Yogurt: A Comprehensive Marketing Plan - Essay Example

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The Song Pure Frozen Yogurt: A Comprehensive Marketing Plan

In addition to that, there are a number of multinational brands that are already successful such as the Oreo biscuit in the city of Shangai in China. To capture more customers, Snog Company has developed a way to fit into the Chinese market since the customers prefer less sugar content. Additionally, Snog company flavours have also been improved to attract more consumers. The success of Snog Company in China will be as a result of its change in the advertising and distribution pattern. In addition to that, advertising of the product will be significant in boosting its sales and creating new brands with varied tastes and flavours widely accepted in the Chinese market. Having its main competitors’ products concentrated in the city, Snog Company plans to market its products with university students. This is because; the younger generation have higher purchasing power than the older generation. Moreover, they will help market the Snog Company’s product among their peers and family members. ...
Moreover, the products exhibit Chinese characteristics. Furthermore, it has channelled much of its resources in advertising its products in the market. This is because it is unknown in the Chinese market and has no customer base. Situation Analysis Market Demography and Geography Demographic changes lead to mass market splintering for products and supermarkets. There exists a relationship between various demographic factors. These are such as income, marital status, sex, age and status of the working females. As the population composition demography continues changing, alterations will be experienced in terms of supermarket shopping and food purchasing. For instance, chocolate, ice cream and yoghurt purchasing in SNOG Pure Frozen Yogurt Company would be affected. As a result, there will be a significant impact on its growth and sales (Arnott and Chaves, 2012, p.1798). Snog company target group is the universities and higher institutions of learning. These majorly comprises of the youths (18-28yrs) who have higher purchasing power as compared to adults and aged individuals. Since its competitors have developed their customer base at the cities ignoring universities, this will be a great opportunity for Snog Company. In terms of geography, its outlets will be suited in various universities in china. These are such as, Pekin University, Hong-Kong University, Tsinghua University and Nanjina University. The students prefer carrying packed lunch, thus the presence of Snog yogurt and ice cream will be of great help as it will enable them save time and money. Snog Company sells its products both internationally and locally. For instance, its products are consumed in UK, Brazil, Colombia, Dubai and Kuwait. It is now establishing a new base in china and the ...Show more

Summary

THE SNOG PURE FROZEN YOGURT: A COMPREHENSIVE MARKETING PLAN Name of Institution: Date: Table of Contents Table of Contents 1 Executive Summary 2 Situation Analysis 3 Market Demography and Geography 3 Market Needs 4 Customer Profile 4 Competitive Offerings 4 Market Trends 5 Market trend Analysis 5 6 SWOT Analysis 6 Snog Pure Yogurt Company Swot Analysis 7 Marketing Research 9 The Snog Pure Frozen Yogurt Company Mission Statement 10 Market Objectives 10 Financial Objectives 10 Segmentation and target market 11 Snog Marketing Positioning 13 Marketing Mix 15 Snog Company Market positioning map 19 Financial analysis 20 Financial objectives 20 B…
Author : mosesritchie
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