Marketing Planning and Control for Kiwi Vinking Food Shop

Running head: MARKETING PLANNING AND CONTROL
Marketing planning and control
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1MARKETING PLANNING AND CONTROL
Table of contents
1. Product tactics..............................................................................................................................3
2. A) critically evaluate the existing Price tactics........................................................................3
b) Improvements of product tactics.............................................................................................4
2. Price tactics..................................................................................................................................4
A) Critically evaluate the existing Price tactics...........................................................................4
b) Improvements of Price tactics.................................................................................................5
3. Distribution tactics.......................................................................................................................6
a) Critically evaluate the business existing distribution tactics...................................................6
b) Improvements o Distribution tactics.......................................................................................7
4. Communication tactics................................................................................................................7
a) Critically evaluate the businesses existing communication tactics.........................................7
b) Improvements in Distribution tactics......................................................................................8
5. Marketing activities for marketing action plan............................................................................9
6. Responsibilities, accountabilities and interdepartmental support..............................................13
7. Timeline for marketing activities...............................................................................................16
8. Budget........................................................................................................................................20
9.Barriers to implementation.........................................................................................................23
10. Key performance indicators.....................................................................................................24
11. Contingency actions.................................................................................................................24
12. Reference list and bibliography...............................................................................................26

2MARKETING PLANNING AND CONTROL
The marketing plan is being considered as an important section of business plan. In
another way, it can be said that marketing plan is a blueprint or comprehensive document that
help to outline the marketing and business advertising (Sharma, 2018, p-23). Hence, it can be
said that marketing plan plays a significant role in terms of developing service and products in
the market for grabbing the attention of target customers. In this study, the marketing plan of
Kiwi Vinking food shop has been highlighted, which is a popular healthy food selling company.
Kiwi Vinking is a small fast-food selling organization in New Zealand. In the year 2018, the
company is established in Christchurch with 11 to 15 numbers of employees
(Thekiwiviking.co.nz, 2018). In case of developing an effective marketing plan, environmental
analysis plays a significant role. The purpose of this report is to highlight the 4ps of marketing
tactics.
1. Product tactics
2. A) critically evaluate the existing Price tactics
Effectiveness in satisfying the needs of your chosen target market
Customers’ satisfaction is being considered as one of the important key components in
marketing plan. It is true that opinion of the customer is very important for developing a positive
brand image. With the help of a loyal customer, the company will be able to stand out in the
competitive market. If the company is able to provide great business customer experience, it can
help to establish a strong brand image in the market. If Kiwi Vinking is able to satisfy their
needs, it will be beneficial in terms of bringing new products into the market. Analyzing the
existing product of the company it can be said that in case of increasing the market share, the
company needs to focus on bringing the changes in its strategies so that large numbers of
customers will get satisfied with its services.
Effectiveness in achieving the marketing objective
The company aims to improve its market share in terms of bringing the changes for
designing strong brand image in the competitive market. As the company has already established
its business in the New Zealand market, in that case, it aims to increase its market share with
existing products. Using the strategy of market penetration, the company has decided to achieve

3MARKETING PLANNING AND CONTROL
its business objectives. It can be assumed that the strategy can be beneficial for the company in
term of increasing the demands of the products in the market. On the other hand, the product
differentiation strategy has been adopted by the company to achieve its goals. This initiative, the
company has decided to bring the changes in packaging of the products, which can help to
design its premium look. Using the renewable material in packaging, an environmentally friendly
initiative of the company can be able to grab the attention of the customers. This can be in terms
of bringing the promotional benefits, which can increase its popularity in the market.
b) Improvements of product tactics
Lab testing of the products for assuring the quality
It can be suggested that in case of improving the business opportunities the lab testing of
the food products can be done. With this initiatives, the company will be able to assure the
standard quality of products to the customers. It will be easier for the company to increase its
popularity in the market. On the other hand, it can be suggested that in terms of quality
improvement theory of marketing.
The packaging of the products
The term packaging is being defined as the process of designing the container for a
product. Packaging is being used for implementing successful business functioning (Kopnina &
Blewitt, 2018). In the packaging, details information of the product regarding the price, logo and
many other information are being provided. In other words, in the case be said that packaging
can be used by the organization for grabbing the attention of the customers. In case of increasing
market popularity, Kiwi Vinking has decided to introduce premium quality of packaging for
adding more value to its products. It can be assumed that with this initiative, it will be easier for
the company to grab the attention of new customers in existing market.
2. Price tactics
A) Critically evaluate the existing Price tactics
Appropriateness to your chosen target market
Analyzing the target market of the company it has been identified that from the
geographic segmentation, the company has selected the urban and suburban areas. As it is a fast
food selling organization, in that case, large numbers of customer are required for the company

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to achieve its financial objectives. In the demographic segment, the company has focused on the
people, who are in the age group of 25 to 50. Occupation is an important key driver in
demographic segmentation. The company has targeted career professionals, who work in day and
night shift for selling its products. In the psychographic segmentation, depending on the interest
of people, who love fast food as well as price sensitive have been targeted by the company. The
living standard of the people also influences the psychographic segment of an organization. In
case of Kiwi Vinking, it has been identified that the people who maintain the busy life schedule,
are being targeted. The target market is appropriate for the company because the people who
follow a busy lifestyle, do not get enough time for cooking. In that case, the company, it will be
easier for grabbing the attention of the target market. On the other hand, it has been identified
that young generation mostly likes fast food at reasonable price, in that case, the price of the
products are appropriate for the target market.
Effectiveness in achieving the marketing objective
It is true that the company needs to focus on introducing a reasonable price strategy so
that it will be able to grab the attention of price-sensitive customers. With increasing market
share it will be easier for the company to achieve its business objectives. It can be beneficial for
the company to serve large numbers of customers at a reasonable price, it will help to improve
the customer base as well as the brand reputation of the company.
Kiwi Vinking follows the reasonable pricing strategy for grabbing the attention of the
customers. In the Ansoff matrix, it has been identified that the company is going to develop
existing products in the existing market. In the competitive advantage analysis, it has been
identified that the company mainly target the middle class and lower-middle-class people.
b) Improvements of Price tactics
Alternative target market
Aim of the company is to increase its market share so that it can become popular in the
fast food selling industry. In that case, it can be assumed that the target market, which has been
chosen by the company is appropriate. As the company has targeted people from the urban area,
hence, it will help in terms of developing the large customer base. It is true that the company is
mainly targeting the price-sensitive customers, but in case of gaining business opportunities, it

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can also focus on grabbing the attention of premium customers. In that case, the premium quality
of products with different price range by designing attractive packaging can be introduced in the
market. It will help the company to introduce exclusive distribution process on the workplace.
Alternative marketing strategy
In the Ansoff matrix, it has been identified that the company follows market penetration
strategy for grabbing the attention of the customers with existing products in existing market. it
can also focus on product development strategy in case of bringing the new products to the
existing market. With this initiative, it will be easier for the company to grab large numbers of
customers' attention.
3. Distribution tactics
a) Critically evaluate the business existing distribution tactics
Alternativeness to chosen target market
Distribution is very important for business expansion, therefore, it can be said that
distribution has a higher level of contribution in the market share. As it is a small business,
therefore the company has a limited customer base. In that case, price negotiation can be the
major distribution issue for the company. In that case, internet distribution can be beneficial for
the company. In the current scenario, people have become highly dependent on the internet.
Hence, if digital marketing can be done, it will help to increase brand awareness among the
people. Through the internet, different social message as well as the different healthy food-
related information can be shared by the company for increasing its popularity. It can be assumed
that the distribution strategy, which has been chosen by the company can be effective for
achieving its goal.
Effectiveness in achieving the marketing objective
In case of Kiwi Vinkingm, it has been identified that if the company is able to achieve its
business objectives, it can be beneficial for enhancing its distribution process. In can bring the
advanced distribution process for maintaining its uninterrupted distribution process. On the other
hand, it is true that with increasing marketing share, the company will be able to use effective
tool, which can help in terms of expanding the business in larger aspects.