Marketing Essentials

This document discusses the role of marketing in 'Happiness' ice cream company, evaluation of marketing planning process, and comparison of 'Happiness' marketing mix with competitors. It also includes information on current trends in the ice cream industry and the interrelation of various departments with the marketing department.

Marketing Essentials

Contents
1. INTRODUCTION.......................................................................................................................3
2. Section 1......................................................................................................................................3
2.1 Overview of business with current trends.............................................................................3
2.2 Role of marketing in ‘Happiness’..........................................................................................4
2.3 Interrelation of various department with marketing department...........................................5
3. Section 2......................................................................................................................................6
3.1 Evaluation of marketing planning process in business..........................................................6
3.2 Marketing objectives.............................................................................................................8
3.3 Comparison of ‘happiness’ marketing mix with competitors................................................8
4. Section 3....................................................................................................................................10
4.1 STP strategy.........................................................................................................................10
4.2 Marketing plan implementation...........................................................................................11
4.3 Promotional budget..............................................................................................................12
4.4 Control and evaluation techniques.......................................................................................12
5. CONCLUSION..........................................................................................................................13
REFERENCES..............................................................................................................................14

1. INTRODUCTION
A business firm have to make up various marketing decision actually emerging for complex
interactions with large customer base. Marketing carryout diverse responsibilities for deeply
involving in overall management aspects and process of planning. Hence marketing planning
defined up with roles and responsibilities to achieve up goals of firm (Chernev,, 2020). a scoop
of ice cream makes consumers to have soothing feeling. Ice cream lovers tend to look varsity in
flavours such as vanilla, strawberry to fulfil needs and desire. ‘Happiness’ ice cream will be
great ideas to start business.
In this report, there will be discussion on business idea and current trends for business
evaluation. the role of marketing will be discussing along with critical evaluation department
relationship. Beside this marking mix for business plan will be discusses as compare to closes
competitors. Finally, report will be included detail information for business plan producing STP
strategy, promotional activities and budget followed with control and evaluation techniques to
monitor marketing plan effectiveness.
2. Section 1
2.1 Overview of business with current trends
Happiness Ice Cream Company will be leading standardized ice cream company based in
London, United Kingdom. Company will be covering wide range of customer base including
both corporate and domestic ones. The ice cream variety in business will be such as Bulk ice
cream, Novelty ice cream, Frozen fruit pops, Low-fat and non-fat ice cream, Frozen yogurt,
Flavoured ice, Sherbet, and Other frozen desserts (except bakery).The company will go extra
mile in investing out for finest professional to set up standardized ice cream production plan. For
increasing customers’ satisfaction and providing them value this company will focus on survey
and marketing campaign. One of the main aims of conducting survey is to know needs of target
market as which type and flavour of Ice cream they like the most. There are different behaviours
of people and for satisfying needs of all it is important to have information regarding customers
as what people have sugar problem as they want non fat ice cream or not. So, it can be said that
marketing is one of the main strategies that can help company in making people aware about
effectiveness of its products.
Industry overview
3

The ice cream production industry has come up long ways with high-level of creativity
and innovation in up gradation with packaging and different flavours into industry development.
Increase has been there in market with evolution of refrigerator ad deepfreeze in differ countries
with variety of favour including Iceland and other Polar countries. Nowadays beside flavour of
ice cream, there are the increase concept for frozen yogurt, sherbet, frozen tofu and other frozen
desserts creating up competitive advantage (Woodand Jobber, 2016). As per change in
consumer behaviour regarding growing up concern people are looking out to have cut down the
food consumption such as ice cream and junk one. But the craze of new variety of ice cream
flavour with mixture of healthy content with be successful in beating out economic down and
grow up strongly. It is also stated that female are more likely to have Ice cream as compared to
males so, it is important for this company to mainly focus on female customers for attracting
them. Largest people of the UK belong to better off wealth group and they contribute the largest
value to the ice cream market in the UK (The UK Ice Cream Market: What Consumer Eat and
Why? 2016).
Current trends
The ice cream industry is looking out at option with indulging in low calories options
appearing in large font packaging. On the other hand, in UK most of customer bases is looking to
the ice cream which doesn’t have dairy content in it. Ice cream industry is looking out to replace
dairy option with coconut milk, almond mail and oat milk.
Customers are looking to have additional functional benefits in ice cream such as
inclusion of Robotics, Protein, Fibber and CBD. Beside this there are needed indulgences to have
formation of layers, textures, toppings and fillings is a welcome addition for them (Ice Cream
Production in the UK,. 2020).
2.2 Role of marketing in ‘Happiness’
Marketing helps increasing up consumer demand ensuring the customer base with proper
satisfaction. In addition to that marketing help out ice-cream industry in establishing good reason
relation. One of the main responsibilities of marketer is promoting products of the company and
making people aware about effectiveness of products and services that company is going to offer
to customers. So, it can be said that by making use of this function, Happiness can attract
customers and increase sales.
4

Marketing is offering up customer with high quality services and premium ice cream
products and with the help of this function company can go out extra miles. So, it is the reason of
company of investing out in marketing and stay up in business. The company is heightening with
variety of flavours and understand customer is best possible manner. In addition to that
marketing can help company in increasing productivity and overall performance.
2.3 Interrelation of various department with marketing department
Marketing department has the strategic discipline creating the interdependency on various
business function for providing out satisfaction to needs and wants of customer. Marketing
department cannot have sole responsibility over increasing the revenue and profitability of firm
(Carot Zarzoso, 2018). This department underpins up most of business activities as part of
essential ingredient and corporate strategy formulation
Developing links of effective marketing plan will have requirement of various functional
and departmental area of business. On the other hand, this situation will have maximum chance
to get into potential conflict between different functional departments while delivering corporate
plan.
Interrelationship of marketing department with
Operation management
The marketing department have need to work closely with operation one to ensure
adequate level of research and development have been planned up understating demand and
wants of customer. The item is needed up to b manufactured as per quality nd design
specification meeting up time schedules required in delivery. On the other hand, marketing
department will et up deadlines to operation one enables to ensure competitive advising in
marketing. The operation will look test and develop products ensuring replacement of defective
items testing health and safety requirement.
Finance department
The marketing departments will closely work with finance departments ensuring up
adequate budget for meeting up the research, promotion and distribution of products. The finance
department is working-out with major finance capabilities such as allocation of budgets and
expansion of resources to emerge in marketing profitable opportunities (Calpe Palomares,
2017.).On other and marketing department will look into concentration of sales volumes and
5

building market share. Finance one will look for cash flow, covering cost and pay back
investment.
Human resources management.
Marketing and HRM department will look in ensuring appropriate skills and staffing level
as research will helps to develop up new ideas for product. The company will look into meeting
up production targets along with creating up ambitious and competent sales team. The HRM will
look into the recruitments and training means balancing out obligation. It can help in employing
skilled workforce and by providing training to them it can make them able to perform functions
effectively (Mansaray, 2019). Their effectiveness can directly help to company in increasing
customers’ satisfaction level and productivity as well.
3. Section 2
3.1 Evaluation of marketing planning process in business
The marketing planning process is deal with various guidelines regarding up launching up
product turning out as bestsellers in specific period of time. The planning is actually dealing up
strategies and policies adopted among management regarding selling of ice cream products
and achieving out sales strategy in assigned timeframe .
Introduction
Happiness Ice Cream Company will be leading standardized ice cream company based in
London, United Kingdom. One of the main reasons behind this that can help out it in taking
competitive advantages is to cover wide range of customer base including both corporate and
domestic ones. Main effectiveness and unique feature of products of this company that will help
it out in making an effective position in the market is: Availability of Ice cream in different
varieties, flavours, shapes, size and colours.
Product offering
Happiness will have varied of products and service to b offered such as frozen yogurt, Fruit
Pops, bulk ice cream, catering services (Saari, 2017). The firm will have followed up periodic
training to new employees among several product and services.
Mission
Happiness will look into passion for service excellences making in best ice cream with
more signature flavours. Firm will look into continuous research and customer enquiry.
Vision
6

The firm want to be top leading ice cream business serving in customer excellence with
continuous research and development in current trends and market .
SWOT analysis
Strength
Happiness has clear differentiations regarding its services. The firm have inclusion of
nutritious content in ice cream to meet our customer current trends and expectation Operational
streamlining as happiness is looking to have specific product restructuring portfolio, volume cut
down along with economized packaging.
Weakness
Happiness is facing out severe level of distribution challenges regarding usage of
freezervehicles for transportation. Ice cream have seasonal demand in the summer months which
is sometime very challenging to catch up trends
Opportunities
The firm have high potential demand of ice-cream in UK neatly around $50 billion in
dairy product market segments getting up expected 16% growth rate in upcoming decade.
Threat
The firm is facing serious level of challenges due to the adverse impact of pandemic
COVID 19 on UK. People have avoided up taking ice cream due to related cause and symptom.
the UK government is also having sever range in legislation regarding dairy product.
Importance of marketing strategy
There is need to have fundamental understanding regarding customer behaviours with
respective needs and expectation to be monitored and revised during respective interval. the
long-term planning and forward-looking approach will help firm to attain high desired goals and
accomplishing objectives with higher sales, increased revenue generation (García Játiva, 2016).
marketing strategy is also helpful in retaining loyal customer base along with attracting up new
set if customers gaining out competitive advantages.
Hence the advantage of marketing strategy is helping out in gaining competitive
advantages, create brand recognition, attracting new customer base, planning up product natures
and services, marketing budget, creative edge , effective distribution plan , optimal pricing . This
7

will look into the overall growth of firm carving out niche market distinguishing brand identity
and offering of product and services with unique attributes and features.
3.2 Marketing objectives
 To provide quality and rich nutritious ice cream product to customer. One of the main
reasons of accomplishing this goal is to provide value to customers and not affecting their
health.
 To increase the sale of company by 20 % in next six months. Reason of developing or
accomplishing this goal is to boost confidence and knowing effectiveness of services and
products.
 To have expansion of franchise in different parts of UK. Reason of developing this
objective is to take competitive advantage or making an effective position in the market.
 To increase the profitability of firm by 25 % in next 3 month. Measuring effectiveness of
company’s growth and improving image is the reason of developing this aim.
3.3 Comparison of ‘happiness’ marketing mix with competitors
Marketing mix of a company discovering up all important aspect of marketing strategies such as
products or service innovation , marketing investment , customer experience helping out brand
to grow Happiness.
Marketing mix Happiness Magnum
Product The products of happiness are
available in different flavours such as
Frozen yogurt, Flavoured ice, Sherbet,
and Other frozen desserts (except
bakery). There is viability of varsity of
packs such as bulk pricing , family
back an combos as per meeting out
individuals needs in all criteria.
The ice cream product will pay major
emphasis of calcium and protein
contents to make product nutritious
along with managing of attractive
packaging.
Magnum is most recognized brand
with diverse product ranges
maintaining the quality standards
and hygienic conditions set up by
the global advisories
Magnum is Belgian brand which is
owned by British Dutch company
old out as he brand for Heart brand
line of products in most countries.
Magnum ice cream Unilever UK Ltd
is recalling two batches of Magnum
White Chocolate ice cream tubs
because they contain milk,
8

But it is owned up by nestle by
acquisition of delta ice cream under
the name Magic.
price The firm will look into the market-
oriented pricing for selling out
products. Company is living out is ass
consumption keeping out such levels
so easily purchased by customer.
Price penetration policy is adopted
along with offering periodic discounts
and incentive to attract interest of
consumer and increase in sales value.
Later on, as per market condition,
company will look on competitive
pricing strategy so the product price
can be kept affordable.
The brand is well known in many
countries creating up its person
endeavours providing up the
maximum satisfactions at affordable
price ranges.
The firm have adopted up price
skimming strategy targeting up it
premium line customer base. It has
kept it price engages at premium to
crate loyal customer base and
become top earners with stable
profitability and revenue.
Place The firm have been established in
London working out under ISO
certification and HACCP guidelines.
there will wide distribution network.
The distribution of end product s will
have C&F agents, distributors,
suppliers and retailer.
The company have major its
presence in western countries having
mor than 10000 dealers locatedwith
different ice cream parlours located
indifferent streets and citifies. There
have been usage of ultra-modern
technology and latest machines.
there is used of Omni market
channel for distribution along with
efficient workforce and distributors
looking out quick results.
Promotion Marketing of happiness will be below
the line policy for advertising products
as there is need to have to extreme
spending out on marketing. Firm is
The company have clear motor
regarding maintaining up standard in
term of hygienist and quality. The
company have taken up several
9

believing up the cartoonist character
will be best advertising tool for brand
endorsements. Company is using
about discount schemes and trade
promotions as favourite marketing
strategy.
promotional activities recognizing
out the competitors timey. This have
helped out firm to have creation of
positive brand awareness using up
several advertising too such as radio,
hoardings and newspaper to increase
its visibility
People It has skilled employees, effective
organizational culture and customer
service that can help it out in
accomplishing its all goals.
In this regard it is found that as
compared to Happiness it has large
group of people or employees. It also
has improved relation with
customers.
Physical
evidence
It focused on investing money in
making attractive and unique
infrastructure and attractive packaging
of Ice cream.
It provides better sitting facilities to
customers and it is the main
attractiveness of it as people can
spare time with their friends and
families.
Process It is found that it is going to deliver
products to customers’ offline or its
own shop.
It provides products to customers in
both online and offline manner.
4. Section 3
4.1 STP strategy
Segmentation is the method to break down the market into meaningful segments on basis
of unique characterises and understanding. This will help out business to get into accurate
strategy formulation for product and services. Happiness is looking into demographic
segmentation basically on age and income. Happiness is targeting out the adult and kids who
have craze in eating up frozen dairy products.
Targeting of the happiness ice cream will looking into wide ranges variable customers who are
loving to get into ice cream and other frozen desserts (Ferreira, 2017). Target markets is
engaging wholesome distribution retailing wide range ice-cream and frozen people looking into
10

following groups of people as households, children’s, student, tourists with desired target
location.
Happiness is growing up unique business model aimed for providing out value of money.
The firm is using up price skimming policy in creating out brand image in household sector of
society. The product looks into customer s protecting out dairy product interest to supplier as
well as owners.
Happiness will be using the indirect actions of adverting creating up the long-term
relationship with consumers. The firm never believes as aggressive selling tactics. The basic
communication strategy taken up by happiness ice cream firm wills is consumer advertising,
institution adverting and intelligent marketing. Firm personally believes that huge ads campaign
are not necessary always but it needs genuine way of creating interest and interaction with
customer. Sales promotions schemes are used for attracting out new customer and bran switcher
such as seasonal offers and annual food festivals. The main target of this company is female as it
is found from research that, female consume Ice cream to the great extent as compared to male.
It will also focus on behavioural segmentation and after identifying behaviour of people, it will
provide Ice cream to customers as per their tastes and reqirement.
4.2 Marketing plan implementation
Before having decision regarding the place to launch up the product, it is important for
firm to look into the differ kind of ice cream and flours needed to be produced. Happiness have
conducts up with efficient market surrey and different feasibility studies in order to penetrate the
markets and intended business positioning (THIS, 2020).
The company structure and details business data will help the help to attract more
customers towards purchasing of process in favourable manner intending up perfect positioning.
The firm will have adopting of selling and making approach as
 There will be uses of both traditional and digital marketing strategy in ration of 3:2 .The
firm will be selling up both digital and traditional invitation of different merchants and
other stakeholders both in London and nearby areas.
 There will be opening on happiness ice-cream parlours with party option capturing up
attraction of customer living out healthier life
 There will b organizing of health-related workshops among within store ads to increase
tout the firm sale in perfect manner.
11

 There will be use of digital marketing aspect taking out different social media account
inconsideration such as Face book, Instagram a, snap chat and twitter launching up with
hash tag happiness is love.
 Engage in direct marketing and sales
 Encourage the use of Word of mouth marketing (referrals)
 Provide up with free samples with associate product along with maintaining up high
quality to survive out cut throat competition .
4.3 Promotional budget
Particulars January
Februar
y March April May June
Cash inflows
Opening cash inflow 5000 6300 8682 11145.88
13691.44
7
16318.43
2
Sales revenue 10000 10200 10404 10612 10824 11041
Other income 2000 2000 2000 2000 2000 2000
Total cash inflows 17000 18500 21086 23757.96
26515.76
9 29359.24
Cash outflows
Social media 2500 1530 1560.6 1591.812
1623.648
2
1656.121
2
Email marketing 2000 2000 2000 2000 2000 2000
Sponsorship 2200 2288 2380 2475 2574 2677
Administration expenses 4000 4000 4000 4000 4000 4000
Total cash outflows 10700 9818 9940.12
10066.51
3
10197.33
7
10332.75
8
4.4 Control and evaluation techniques
In the strategy evaluation and control process, the company have to look into determining
up the chosen strategy is helpful in achieving out firm objectives. the fundamental will look into
the evaluation and controlling up of more strategies and activities such as reviewing internal and
external factors that are the bases for current strategies, measuring performance, and taking
corrective actions. The control section of marketing plan will look into the control phase of
12

marketing strategy in order to look into control over it marketing’s and ensuring the sale of
production meeting up gaols.
Technique which can be used to monitoring and evaluating up plan are such as return on
investments as major concern looking into marketing plans with business expense. This will
ensure the amount spent on each campaign, versus the amount of sales each campaign brought in
specifically.
Reviewing the sales numbers can be the fastest and most basic way to determine if the plan is
working. on other hand looking into customer response and resection which can be do through
only survey, general customer service feedback and online commentary. Marketing reach
expansions will look into customer recommendations an natural growth indicating as fictive
marketing campaign
5. CONCLUSION
From the above file, it can be concluded as Marketing carry out diverse responsibilities for
deeply involving in overall management aspects and process of planning. As per change in
consumer behaviour regarding growing up concern people are looking out to have cut down the
food consumption such as ice cream and junk one. The marketing department have need to work
closely with operation one to ensure adequate level of research and development have been
planned up understating demand and wants of customer. The firm have inclusion of nutritious
content in ice cream to meet our customer current trends and expectation. Company is living out
is ass consumption keeping out such levels so easily purchased by customer. Happiness is
glowing up unique business model aimed for providing out value of money
13

REFERENCES
Books and Journals
Calpe Palomares, G., 2017. Marketing plan of" El cafenet".
Carot Zarzoso, M., 2018. Italian ice-cream parlor A. Mario Tacco marketing plan.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Dib, A., 2016. The 1-Page Marketing Plan. AMAZON India Private Limited.
Ferreira, I.D.C., 2017. New challenges in the Artisanal Ice Cream Market: the marketing strategy
to enhance Artisani’s Brand Awareness (Doctoral dissertation).
García Játiva, A., 2016. Marketing plan: Cinesa La Salera.
Mansaray, H.S., 2019. The Role of Human Resource Management in Employee Motivation and
Performance-An Overview. Budapest International Research and Critics Institute
(BIRCI) Journal. pp.183-194.
Pescador Calleja, A., 2016. Marketing Plan to introduce MILZU! in Spain.
Saari, M., 2017. Social Media Marketing Plan for Lakeside Cafe.
THIS, T.M.I.L., 2020. Strategic Marketing Planning. Hashtags and Headlines: Marketing for
School Leaders, p.29.
Wood, M.B. and Jobber, L., 2016. The marketing plan handbook. Pearson.
Μάνου, Γ., 2020. Marketing of a Shopping Mall: A linguistic approach.
Online
https://www.profitableventure.com/liquid-nitrogen-ice-cream-business-plan/
https://startupback.com/ice-cream-factory-business-plan/
https://www.lapshock.com/importance-marketing-ice-cream-industry.
The UK Ice Cream Market: What Consumer Eat and Why 2026. [Online]. Available through <
https://www.prnewswire.com/news-releases/the-uk-ice-cream-market-what-consumers-
eat-and-why-241286941.html>
14

Ice Cream Production in the UK. 2020. [Online]. Available through <
https://www.ibisworld.com/united-kingdom/market-research-reports/ice-cream-
production-industry/>
15

16

17