Marketing and Management - Doc

Running head: MARKETING AND MANAGEMENT
Marketing and Management
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MARKETING AND MANAGEMENT
Table of Contents
Section 1: Segmentation and Brand Strategy..............................................................................................................................................2
Consumer Segmentation..........................................................................................................................................................................2
Primary and Secondary Target Market....................................................................................................................................................3
Positioning...............................................................................................................................................................................................6
Brand Strategy.........................................................................................................................................................................................9
Section 2: Marketing Objectives...............................................................................................................................................................12
Section 3: Marketing Program...................................................................................................................................................................13
Product Development Plan....................................................................................................................................................................13
Integrated Marketing Communication...................................................................................................................................................14
Advertising........................................................................................................................................................................................14
Promotion..........................................................................................................................................................................................15
Price Promotion.................................................................................................................................................................................16
Section 4: Scheduling, Forecasting and Control........................................................................................................................................16

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MARKETING AND MANAGEMENTMarketing budget...................................................................................................................................................................................16
Marketing schedule................................................................................................................................................................................18
Gantt chart.............................................................................................................................................................................................19
Forecasting...............................................................................................................................................................................................0
Control matrix..........................................................................................................................................................................................0
References....................................................................................................................................................................................................2
Appendix......................................................................................................................................................................................................4

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MARKETING AND MANAGEMENT
Section 1: Segmentation and Brand Strategy
Consumer Segmentation
The Streets Ice Cream brand or Paddle Pop is one of the multinational ice cream brands, which is being owned by the British-
Dutch company known as Unilever (Streetsicecream.com.au 2017). The Australians prefer unique taste in their ice creams and the
company is intelligent to segment its target market in a wise manner. The following are the major segments of the ice cream brand-
 Movie buffs (Behavior) - Streets Ice Cream has collaborated with the Disney movies and makes its products accordingly
(Mirel 2014). It has launched dory shaped ice cream, which has fish-shape and has unique taste of gum flavor as well as vanilla
flavor.
 Kids/Teenage (Demographics) - The act of making their ice creams on the basis of characters in Disney movies has created
major interested among kids and hence this is one of the most important market segments. It is also one of the favorites among
the young adults.
 Ice cream lovers (Behavior) - The third target market of the company includes the individuals who are fond of ice cream and
they indulge in ice cream in a frequent manner. They are considered as the regular customers of the brand.
 Lifestyles (Psychographics)- There is a segment of people who indulge in Street Ice Cream for their taste and quality. This
kind of people has an affluent lifestyle in which ice-cream forms a part of the regular diet.

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MARKETING AND MANAGEMENT Urban (Geography)- The ice cream brand pitches its products across the urban population who are addicted to ice creams
 Social Class (Demographics)- The ice cream brand targets both the high income groups as well as low income groups.
Primary and Secondary Target Market
The primary target market of the company is the kids and teenagers who are extremely fond of ice creams (Kumar et al.
2013). Walls ice cream brand believes in the fact that there should be some high price products which can be afforded by only the
affluent class and there would be other products which are medium-priced. These products can be afforded by the middle class and the
lower middle class segment of the society. The primary target market of the brand includes the urban teenagers as well as the working
class population. The secondary target market of Streets Ice Cream is concerned with the high earning segment that is having a
disposable income.

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MARKETING AND MANAGEMENT