Strategic Marketing Plan for Blenders Pleasure: Launching Flavoured Buttermilk

This report presents a strategic marketing plan for Blenders Pleasure, a retail business organisation in London, UK, for launching flavoured buttermilk. The plan includes STP analysis, marketing mix tactics, and a three-year budget. The report discusses the company's SWOT analysis, objectives, and different promotional strategies such as branding, social media marketing, internal marketing, and customer relationship management. The report also includes a three-year budget and controlling and monitoring strategies.

STRATEGIC
MARKETING PLAN
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Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of the business........................................................................................................3
Situation..................................................................................................................................4
Objectives...............................................................................................................................4
STP Analysis..........................................................................................................................5
Tactics (Marketing Mix).........................................................................................................5
Three year Budget..................................................................................................................9
Controlling and Monitoring..................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
The term strategic marketing plan refers to a framework that provides an help to the
businesses in identifying and reaching to the desired goals. This involves setting up of goal,
objectives, evaluating various internal and external factors of business, planning &
implementation marketing plan as well as tracking of the marketing process. The main aim of
strategic marketing planning is to provide a shape or restructure its activities related to
company's product and services so that can attain higher profits for the company (Bharadwaj,
Khan and Yameen, 2021). The present report talks about the development of company's
branding, internal marketing, social media marketing, internal along with a discussion upon
customer relationship management. For the present report a new business plan has been
developed with an initiation of new product for which a marketing plan is being formulated
through an application of SOSTAC model. SOSTAC model stands for situation, objective,
strategy, tactics, action plan and control upon actions. This model describes a complete overview
of marketing plan for a product or service.
MAIN BODY
Overview of the business
Blenders Pleasure is a retail business organisation being established in the locality of
London, UK. The company is involved in processing and selling of various healthy juices from
more than five years. Company now is looking for a launch of new product that is flavoured
buttermilk which is a healthy drink for the customer's and can be purchased by any age group
people. Blenders Pleasure is operating with a staff of 55 employees in it and is having different
branches across the London. The company is planning to market its flavoured buttermilk which
has varieties such as mango flavour, strawberry flavour, orange and in black current flavour.
Blenders Pleasure is developing a marketing plan for the same and is developing its strategies of
the period of three years.
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Situation
The situation within the strategic marketing plan comprises of company's SWOT analysis
that includes strengths, weaknesses, opportunities and threats. The SWOT analysis for Blenders
Pleasure is conducted below:
Strength
 The company is offering healthy soft
drinks or juices to the market which
attracts more customers and even from
all age group that provides a recognised
brand image to the company. The business as of now is having a
good market share as there are only few
competitors present in the market so
Blenders pleasure enjoys a sound
market share.
Weakness
 This type of industry is not having
much suppliers of raw material or fresh
fruits due to which Blenders Pleasure
finds it difficult in order to have best
deal.
 Blenders Pleasure is only operating in a
limited geographical area which does
not allows them to enhance their sales.
Opportunities
 The company is having an opportunity
of expanding its business in London as
well as in order areas of UK. Blenders Pleasure can bring different
flavours within its juices and soft
drinks in order to attract more
customers.
Threats
 A non acceptance of new flavours in
company's offerings could result into
the loss of customer's.
 Since this business does not involves a
huge investment so can be started by
any entrepreneur which can provide a
threat to Blenders Pleasure with the
entry of new firm.
Objectives
The main objective of Blenders Pleasure is to expand its business and generate more sale.
The objectives of company with a launch of new product is mentioned below:
 Increase company's presence in UK with the opening of 10 new branches in three years.
 To increase its sales with 40% increment within a period of three years.
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 Generate higher revenues with an approximation of 30% in three years from now.
STP Analysis
The STP analysis stands for segmentation, targeting and positioning of company in
market which mentions about its customer, target market and the market standing. The STP for
Blenders Pleasure is mentioned below:
Segmentation: This includes a segmentation for the market in which the company is
going to offer its products or service. This is done on the basis of demographic, geographic,
psycho graphic and behavioural element (Chatterjee, S and et .al., 2020). For Blenders Pleasure
the market segment for its flavoured buttermilk would be regional market where the customer's
can easily reach and purchase the product. The company will sell its new product in the market
of London only because it has its presence only in London.
Targeting: This talks about the target customer's for the company who are being catered
for the sale of product. Company will choose such customer's who are highly attracted towards
he product and has a potential to pay the prices which are set by the firm. In relation to Blenders
Pleasure, the company would target all age group customer's for its flavoured buttermilk as this
product can be consumed by any age group customer. Also the customer's who would like to
consume healthy juices and buttermilk on frequent basis are targetted by Blenders Pleasure.
Positioning: This is related with a concept of identifying the way in which a company
will position its products or services into market for sale. This includes a target of those
customers that are highly valuable to the firm and can identify the company's product just
through by its unique selling preposition (Chen, Ma and Wang, 2021). Blenders Pleasure will
position its product with flavoured buttermilk in tetra pack which will create its own USP and
differentiate it with other firm.
Tactics (Marketing Mix)
This includes an element of marketing mix such as 7P's of marketing which are product,
price, place, promotion, process, people and physical evidence. The different marketing tactics in
respect to Blenders Pleasure is as follows:
Product: This is related with the commodity which a company is planning to launch or
place in market for the sale. The company Blenders Pleasure is planning to offer flavoured
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buttermilk in different tastes such as mango flavour, strawberry flavour, orange and in black
current flavour.
Price: This involves all the monetary expenses or cost that is involved in the product till
the final market reach. Blenders Pleasure would keep a pocket friendly price for its buttermilk
product based upon the flavour as different flavour will be charged with different price. The
main focus of keeping pocket friendly price because this cater all age group customer's for its
product.
Place: This is concerned with a market in which company is planning to sell its product
and earn revenues from that. Blenders Pleasure offer its flavoured buttermilk into the retail
market and where the customer can have ease reach.
Promotion: The concept of promotion describes a method or different channels which a
company adopts in its business to promote or advertise their products or services. The main aim
of having a promotional strategy is to increase company's sale and enhance their market share
(Deef-Allah, Abdelrahman and Hemida, 2020). There are various promotional strategies which
Blenders Pleasure uses in its planning to advertise the products of juices and flavoured
buttermilk. The techniques such as di9fferent branding strategies, social media marketing,
internal marketing, customer relationship management, etc. These promotional techniques are
described below in detail: Branding Strategy: The concept of branding refers to a strategy that is being developed
for a long period in order to achieve company's long term objectives. This results into a
brand identification of company by their customer's. This includes mission behind the
brand recognition and how this can be communicated to the customer's (Eugenio-Vela,
Ginesta and Kavaratzis, 2020). There are different types of branding strategies which a
company adopts, these are personal branding, product branding, online branding, etc.
some of them which a Blenders Pleasure adopts for the promotion of its flavoured
buttermilk are discussed below:
◦ Product Branding: This refers to a strategy that is being utilised by large
organisations in order to decide the product's contribution for the specific brand
name. The main aim of this is to develop a single product and and distinct its identity
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in a recognised way. This includes design or symbol for a product that assists
customer's in identification of the product.
◦ Personal Branding: This includes such technique in which company brands its
product or service for a single person rather then branding for complete organisation.
This is generally done by politicians, leaders, athletes and celebrities to represent their
version in front of the public. The retail businesses uses this type of branding in order
to resale products and services (Gupta, 2020).
◦ Online Branding: This refers to a strategy that is being adopted to promote company's
products and services through digital mode that is via internet. This includes social
media platforms, publishing of online content, company's own website and blogs. In
the time of technology or digitalization most of the business houses adopts online
branding as their promotional strategy (Wu, Guaita Martínez and Martín Martín,
2020). Social media marketing: This type of marketing or promotional strategy involves a use
of internet and an application upon which various users connects each other and shares
their content. The most common social media platforms which are highly used by the
customer's includes Twitter, Pinterest, Facebook, LinkedIn, Instagram, WhatsApp and
Snap-chat. This allows companies to develop traffic for their websites and enhances their
sales. Social media marketing is known as the most preferable and beneficial promotional
technique as this provides an opportunity to attract large audience towards their product
(Handini and Dunan, 2021). This also allows companies to have low cost marketing and
publishing an attractive content. The main pillars for social media marketing is proper
strategy, planning & publishing relevant content, listening and engaging more customers,
analysing and reporting the effect of branding and advertising the product. Internal marketing: This refers to a marketing technique that is aimed at promoting
company's products, objectives or services to its employees. The main purpose of such
marketing technique is to engage company's employee's with their goals or targets so to
foster the advocacy of brand. This includes providing a complete information to each
employee related to their product's and services, providing proper remuneration along
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with a healthy working environment, providing opportunities for professional
development or fostering communication among them. Customer relationship management: The concept of customer relationship management
or CRM is a tool that is used in order to develop a professional relation with their
customer's. This is also done with an aim of generating, retaining & acquiring more and
more customer's for the company. This is done through a computer software which
collects the information of all its customer's and creates a proper database. Through the
use of CRM method it becomes easy for companies to attract new customers, develop
trust in them, provide regular support and additional services based on their preferences
(Hinson, R.E and et .al., 2020). This provides a marketing & sales team with a
combination of tool which are helpful in managing the whole marketing and sales funnel
for the company. This automates the routine procedure and also furnishes managers with
proper tools that permits them to track and manage their performance as well as
productivity. In order to generate higher sales the companies adopts a solution in a form
of tool that is known as CRM software. A system can also be connected with other
applications of business which can assist Blenders Pleasure in developing strong
customer relationship. This can also be integrated with company's tools such as signing a
document, billing & accounting, conducting surveys so to have two way flow of
informations and provide a complete view of company's customer's.
Place: This refers to a physical location how and where the company is going to make its
sales or should provide product related information to their customer's. It becomes easy for
businesses when they have a clear idea of customer's purchasing pattern along with targeting
them at right time for the maintenance of buying cycle (Sharma and Bumb, 2021). Blenders
Pleasure company offers its juices and buttermilk in a common market where the customer's
from each segment can reach and buy product easily.
People: This includes such consumer service that can be converted into company's sales
and enhance consumer's base through referrals. This talks about the company's personnels who
are fully aware about the product and its specifications along with an skill of attracting
customer's (Lal, B and et .al., 2020). An employee who sells, designs, markets, manages teams
who can represent customer's, train and recruit employee's. Blenders Pleasure hires those
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employees for marketing their products who has a potential in influencing customer's, are
knowledgable, and develops polite communication with buyers. The employees at Blenders
Pleasure who are competent to solve various problems of customer's for which they are provided
with proper training and healthy working environment.
Process: This comprises of a method or a manner in which the business functions its
operations and product related other tasks. It includes the process within product packaging,
moving of customer's into sales funnel, shipping, checking out, delivering and various other
tasks (Ogbechi, Dixon-Ogbechi and Halim, 2020). This generally describes the basic element
which are indulged in the delivery of company's offerings. Blenders Pleasure adopts a strategy of
integrated process in which it processes the buttermilk based on to the different flavours and a
seamless process in the final delivery of such items. A regular assessment, adjustment &
adaptation of process helps to structure Blenders Pleasure so that they can be able to have
effective functioning of their operations.
Physical Evidence: This involves a overall presentation of brand existence through their
website, branding, logo, social media, packaging, etc. A combination of these elements
comprises of a physical evidence which is needed to be certain for customer's in order to make it
reliable, legitimate and viable (Lebdaoui and Chetioui, 2020). Blenders Pleasure presents its
product in tetra pack which its logo and unique design that distinct its product from that of other
firm. The company presents its product at its own outlets as well as on retail supermarkets
separately.
Three year Budget
Budget is a hypothetical statement presented in financial terms to have an estimation
about the expenses or costs that are to be in involved in marketing of a product or service. It is
important to prepare a budget so that marketing and finance team can have a clear idea about the
necessary expenses and can avoid those which can be neglected (Mackreth and Bond, 2021).
Based on the budget a marketing team plans its activities and purchases those they need in their
execution. This can help in arrangement and allocation of funds which is planned for a particular
activity of strategy. Following is the budget of Blenders Pleasure for the period of three years in
respect to its flavoured buttermilk:
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Controlling and Monitoring
Controlling and monitoring refers to a process of evaluating the overall performance of
marketing plan as well as controlling any wastage or unnecessary action. At this the marketing
team evaluates the performance with the standard one and takes corrective measures in order to
match the actuals with set standards(Matidza, Ping and Nyasulu, 2020). It is important to
monitor the progress so that can control over any deviation and restructure the policies or
strategies if needed. The complete marketing plan here is scored through the application of key
performance indicator (KPI) or a benchmark technique. Blenders Pleasure can monitor its
marketing plan for flavoured buttermilk on daily basis or on weekly basis so can figure out the
actual position of actions or process. Blenders Pleasure can have a check over its strategies, can
examine the communication campaign or reassure the allocation of budget for different
marketing activities. It is very important to focus upon the controlling and monitoring of
activities as this is directly concerned with company's strategy, tactics as well as the objectives.
Blenders Pleasure can take controllable actions through the opinions of experts, or generating
professional reports taking timely decisions for the same.
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Marketing Budget

CONCLUSION
From the above report it can be concluded that developing a marketing plan is very
important aspect for a company in order to promote their products or services. For a successful
strategic marketing plan it is important to apply a proper framework such as SOSTAC model
which mentions all the relevant aspects related to a marketing of a product. In the above report
Blenders Pleasure is coming with its new product that is flavoured buttermilk for which the plan
has been developed. Company's SOWT and STP analysis is essential to conduct so that can get a
proper idea for the company's situation and target customer as well as market. For an effective
strategy setting up of objectives is highly recommended so that the team can have a clear idea for
which strategy is made. The development of a strategic marketing plan is incomplete without the
implementation of 7P's of marketing that comprises of product, place, price, promotion, process,
people and physical evidence. There are different strategies through which a company can
promote its product such as social media marketing, internal marketing, customer relationship
management and branding of a product.
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REFERENCES
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