Marketing Launch Plan

This document discusses the marketing launch plan for Quaker's tinned vegetables in the UK market. It covers the product description, promotional plan, pricing approach, place approach, competitor considerations, and more.

Marketing Launch Plan

Executive Summary :
Marketing launch plan is plan of how a company introduces its product in a given market.
The company Pepsi has launched its brand names Quaker which has come up with a unique idea
of tinned can vegetables. This product is preserved food that the company has chosen product
because of the pandemic, The pandemic which caused many people to get isolated in there
homes with proper supplies of food. These canned vegetables are preserved with the help of
edible preservative which are proved to not be affective the human body. This is what provide
the product of the company a competitive edge. The targeted customers of the product are those
which not able to visit supermarkets and want easy food. These products are available in
different flavours and sauce which can be used for making specified dishes. With the help of this
product the company also plans on fulfilling the social responsibility towards its customers. For
surviving in the competition the company is planning to price the product strategically so that
customer does not find it expensive enough. The company believes that this product will be a
great success in the current market of UK.

TABLE OF CONTENT
Introduction......................................................................................................................................1
Audit and market opportunity..........................................................................................................1
Marketing decision making.............................................................................................................4
MARKETING DECISION..............................................................................................................4
Product description......................................................................................................................4
Promotional plan..........................................................................................................................4
Pricing Approach.........................................................................................................................5
Place Approach............................................................................................................................5
Competitor considerations-..........................................................................................................6
Customer buying behaviour.........................................................................................................7
Corporate Social Responsibilities (CSR).....................................................................................7
Brief summary.............................................................................................................................8
CONCLUSION............................................................................................................................8
REFERENCES..............................................................................................................................10

Introduction
For the purpose of marketing launch Quaker is launching tinned vegetables in the UK
market. This study will focus on external factors and STP of company. Further will also discuss
marketing mix and corporate social responsibility of the company.
Audit and market opportunity
Brand background
Quaker is the American food company and this brand is owned by PepsiCo. The brand is
famous for manufacturing oats. Its oats are consumed worldwide. They have many variety of
oats. Brand is known for its good quality of products worldwide.
Product brief
Quaker is decided to launch tinned vegetables in the UK market. The vegetable will be
sold in bottle with some flavoured sauces added in it (Achinas and et.al., 2019). Customers can
have this with their meal as a salad. Tinned vegetables are very healthy and will complete the
meal. The sauces which will be used with vegetable will add extra flavour to it.
Pestle analysis:
It is used for analysing the external environment of the company. It has 6 factors which
are as follows:
Political factors:
As Quaker is carrying their businesses in various countries and also exposed to various political
risks. Now company is launching tinned vegetables in the UK market so it is necessary for them
to maintain good relations with UK government. As due to covid19 company trading policies has
also changed where some of the countries are promoting their local business. This is the biggest
risk for the company if country will applied strict regulations on foreign company to carry
business in their market. To mitigate such risk company have to make good relations with local
government which are involved in making and implementing policies.
Economic factors:
The economy of the entire world has gone down due to the pandemic. Slowly and slowly the
economy is improvising, this can impact the business. Company can face the risk of foreign
exchange. As the country is operating in multiple countries so have to be careful related to
exchange rates before entering in the UK market. Countries can even face negative growth so
Quaker should focusing on economic indicators for the purpose of new strategy designing. Due
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to coronavirus household expenditure has also increased. This has also reduced the purchasing
power of consumers.
Social factors:
Quaker focuses on the people who are health freaks, no married and students. Lifestyle has
changed after pandemic. As people are opting for healthy food as compare to unhealthy like junk
food. Society awareness has increased as now they are more aware about healthy food habits and
also inculcated it within them. Launching tinned vegetables will give opportunity to the company
to grow as it is new and healthy idea. This will attract more customers and increase market share
of company. Taste of customers changes very fast so company should observe change in
consumer’s lifestyle.
Technology factors:
The company produce in bulk. So company needs to installed automatic process. This is the risk
to the company as technology changes fast and to adopt new technology every time can be
costly. Company can mitigate it by launching new products in the market so that can recover the
cost of new technology from that product (Helmold, 2019). As launching new products will
attract more customer and that facilitate good sale and profit. As advanced technology cannot be
ignored because to beat the competition and successful launch of tinned vegetable in the UK
market it is must. To face the competition company should also spend in research and
development and improvise value chain process. Supply chain process can also be equipped with
new technology.
Legal factors:
Quaker comes under food industry so have many rules and regulations which they have to
follow. This is the big risk for the company because safety rules are different for different
country. As company will launch new product in UK market so safety norms of UK will be
different. To mitigate the risk company should make sure that they follow standard quality
measures. When company will do business other than its home country so they should make
sure that they are following legal factors for establishing plants and carrying business. On the
packet of every item, company should ensure that they are mentioning right ingredients and
information. No information should hidden by the customers.
Environmental factors:
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As company have wide product range so uses more energy. The energy they use is generated by
fossil fuels which is the reason behind increasing carbon footprints. To save the global
environment company should use green and renewable energy. Environment laws are also
different for different country so company have to take care of UK environmental laws.
Company should also start using sustainable packaging as customers gets attracted towards eco
friendly products.
Attractive market opportunity for the product:
The product idea of launching tinned vegetables in the UK market will bring great
opportunities for the company (Dewayana, 2018). As this is the new idea and also healthy one.
Customers nowadays are more health conscious so they will get attracted towards the new
product launched by Quaker. Company can divide the market and focus on health conscious
people because that will increase profit for company.
STP:
Segmentation:
For the segmentation purpose company will focus on those customers which prefer natural
ingredients. Company will also focus on middle class and upper class both and this refers to
income segmentation. They will segment the market into younger people as youngsters are more
health conscious as compare to old people. Quaker will provide good quality of product so that
they benefit to those as well who don’t compromise on the quality. For marketing the product
company will use modern marketing technique. Social media marketing will be done by the
company as young generation use social media so marketing their products will be easy on it.
Targeting:
Quaker will target young people especially those who are concerned for their health and eat
healthy food to stay fit. It will also target those consumers who are ready to pay more for
innovative food item.
Positioning:
Company will position themselves as the healthy food product and the flavoured sauces which
they will add in tinned vegetables will also attract large audience (Romppanen, 2021). It will
bring customer loyalty as company is providing good quality of food item.
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Marketing decision making
MARKETING DECISION
Product description
The product which being launched by the company are the canned products, which
specifically are canned packaging of vegetable. This is a tinned packaging that is used for
preservation of food that can last long for the consumer. Quaker company is planning this
product to tackle the customers which need food supplies of such a kind that can last longer with
them. This idea has been developed by the company because of the pandemic in which the
availability of food had got diminished. Keeping this in mind the company is has produced these
canned food of various types and flavours. This is not ready-made food but its is very close to it,
the consumers can cook it according to the instructions given for eating it. This product is
available in many flavours and many types of vegetables (Kazanjian, 2018). The company uses
preservatives for preservation of the food in the can and to make sure that it does not get
damaged. Some vegetables which are used in these can are, cabbage, spinach, carrots and many
more. The company promises that the preservative used in these tinned can are not harmful and
are totally safe. The company just wants its customers to follow the instructions for better use of
the product. This product is expected to perform well in the market as the competitor of this
company provide the vegetables but the preservative which are used by them can harm the
human body (Cunha and et.al., 2020)
Promotional plan
A promotional plan is combination of strategies which are used for expansion of business
and particularly a product. For the promotion of the Tinned vegetables there are can be various
strategies which can be used. The company can use the help of hiring of popular individuals
which can promote the product by talking about the uses of this product during lock-downs and
also the healthiness of the product. For making the product more viable in the market the
company should also get it certified by a scientist which can proof the safety of using this
particular preserved food (Dujak and Kresoja, 2017). Another way of promotion would be
utilization of social media, with the help of this platform a product can easily be promoted. The
brand name of Pepsi will also help the company to gain competitive advantage in the market.
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The company should utilize all the mentioned ways of advertising. The company should invest
its promotional budget according to this particular table.
Promotional activities %
Social Media 40
Advertising 30
Brand Ambassadors 30
According to the above table the company should invest more on social media than other
promotional activities. This is because in the current circumstances the social has to be said as
the sector which has grown the most despite the pandemic.
Pricing Approach
The pricing approach of a company for its product is the way the company determines the
price of the product considering the market condition and the prices of the competitor product. In
this particular scenario the company needs to make sure it is not over charging the customers for
this product. This is because the product is basically preserved vegetables, which can be stored
for later usage. The prices of the product if is considerably higher, then the customers will
naturally buy the raw vegetables for consumption purpose. In the current scenario the biggest
competitor of this product in UK is ALDI. The canned veggies of this company are available for
£0.75 this price would be very difficult to be beaten by the company (Stroebele-Benschop and
et.al., 2020). However, this products of Quaker have different flavours according to the dishes
which can be prepared from the vegetables this will provide the product little edge, The products
of ALDI uses preservative which can harm the humans thus the company can be helped by this
for raising their price little. The market is very sensitive because of the pandemic the customers
will pay higher prices for their safety. The company should price its lower than £1. The company
should also use the strategy called charm pricing this strategy includes reducing the price by one.
For example if the price is £1 the company should charge £0.99. This works because of the
mentality of the customers 0.99 looks lessor than 1 although there is not much difference.
Place Approach
The place approaches for the company would be to strategically determining the locations
for selling its products for increasing the sales. The one of the basic place where this product can
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be easily sold would be in the super markets of well-known retailers like Tesco, Sainsbury and
etc. but the downside of selling this product through these retailer is that they themselves have
similar products which are competition to the company. This will affect the sale as the
supermarket will technically promote their own product before the product of Quaker. Another
best ways of selling these products is through online websites or retailer like amazon, this is a
great idea for targeting the customer which shop online for groceries. In the market in which this
company mostly the customers like to shop groceries from store (BeLue and et.al., 2020). Thus,
the company should sell it products from both the places. The company can also consider small
retailers which are being successful more that the supermarkets these days as the locals do not
want to travel long distances. One of the suggested strategy for the company would be to sell the
products in medical storer in retailer near the hospitals and medical facilities. This is because in
the current environment the people which are suffering from some medical condition are mostly
those which struggle to travel. Thus, those customers can be targetted as this product will be
extremely useful for them. This is how Quaker brand of Pepsi company can strategical place its
product for increasing its sales.
Competitor considerations-
Quaker brand tend to provide tinned flavoured vegetable products to the customers, through
which it tend to ensure that it is being able to provide products in such a way that customer
requirements is being fulfilled (Seferidi and et.al, 2019). Since new product is being launched,
therefore because of which Quaker brand has to evaluate the current market working and identify
the performance gap. Thus this can be done on various bases which are as following.
Existing- Quaker brand is tend to be entering within a market place which is having wide range
of market competition. Therefore, due to which organization has to ensure that the developed
product is having features which in this case is flavour options and also at the same time cost to
customer is done such that high profit margin can be accomplished. Since a new product is being
launched by the institute due to which it has to it has to insure that a proper creative
advertisement strategy is also being implemented by which high brand awareness can be
accomplished.
Potential- Since Quaker brand tend to provide new products within the market place which is
full with some of the biggest market competitors as well. Due to which organization has to
guarantee that new innovative steps are being implemented on an scheduled bases. By which
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customers can be assured that they are able to achieve new and rare product through which the
chances of brand switching can be reduced (Jaravel and O'Connell, 2020). This is an important
step for the organization because through this approach it also guarantees that new customers are
being attracted towards the organization.
Customer buying behaviour
Quaker brand often tend to implement market research through which it tend to assure that
it is able to identify the specific customer buying behaviour by which it can make suitable
changes within its working process. With this approach it tend to guarantee that the developed
product is able to fulfil customer requirements. Therefore, because of which company often
implement market research or provide a different variety of products as per customer
requirements. This can be seen in case in which the organization tend to provide an options like
flavoured water or sauce which the customer’s want to integrate within the final product.
Therefore, by providing a range of alternatives Quaker brand can insure customers that their
specific requirements are also being addressed by the institute.
Proper evaluation of customer buying behaviour is also important for the organization
due to the fact that since in the current time span customers are having a busy lifestyle and
because of which utilization of pre-cooked food and tinned food has to being increased
drastically. Therefore by providing products as per current market trends and customer
requirements organizations can guarantee that it is able to achieve high organizational sales.
Corporation has to ensure that it is able to provide products as per customer requirement,
by which customers can be influenced to increase their level of engagement with the
organization by which overall sales can be increased. Thus in order to accomplish this a proper
communication bridge has to be developed by which appropriate changes can be made in product
placement.
Corporate Social Responsibilities (CSR)
Corporate Social Responsibility is the organizational step in which businesses often to work in
an external market environment. This is the organizational step which is often being known as
giving back to the customers. In this approach companies perform social welfare activities within
the public domain by which it is able to improve the quality of experience which the customers
are having (Kryukova and et.al, 2018). Therefore, with this stage institutes often develops a
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positive image in front of the customers by which they can be influenced that institute is also
making several efforts to improve the living quality standards of the customers.
This include organizational steps like philanthropy activities, charity options and small
scale development options. With which the corporation often tend to insure that it is able to
develop a positive image in front of the customers. This is an effective approach but also at the
same time company has to make high organizational expenditures. By which it guarantees that it
is able to accomplish a high level of brand awareness and also at the same time the since
customers are being influenced that organization is doing public welfare as well thus through this
approach their loyalty towards the corporation is also being increased (Bottcher and et.al, 2020).
Brief summary
Organizations like Quaker brand has to make several efforts by which it can ensure that it
is able to provide new and rare product which the customers are not being able to accomplish
within the market place. With this approach it guarantees that customer’s can be ensured that
they are able to achieve new and rare products by which overall organizational sales is being
increased. But since new product is being provided by the corporation to the clients due to which
high work complexities also have to faced by the company. This happens due to the limitations
in market research and specific product development as per customer requirement by which
overall high sales can be accomplished.
Therefore in order to reduce the negative impacts due to limited market research, business can
utilize technological advancements like social media marketing platforms and various other
approaches (Greenway, 2019). Through which it can ensure that it is able to provide products as
per customer requirement and efficient economic growth is also being achieved. Thus in order to
increase the success ratio of the organization company may use different approaches which
include elements identifying customer requirement and latest market trends. Through which the
chances of failure can be minimized.
CONCLUSION
It can be concluded that organizations has to ensure that it is able to provide products such
that specific customer requirements can be fulfilled. Therefore, with this approach it tend to
guarantee that customers can be assures that they are able to achieve new and rare product.
By which they can be influenced to increase their level of engagement with the corporation,
through which chances of goal achievement can be increased.
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REFERENCES
Books and journals
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BeLue, R., and et.al., 2020. The Role of Social Issues on Food Procurement among Corner Store
Owners and Shoppers. Ecology of food and nutrition. 59(1). pp.35-46.
Bottcher, C. and et.al, 2020. Food access and availability in Auki, Solomon Islands. Journal of
Hunger & Environmental Nutrition. pp.1-19.
Cunha, S.C., and et.al., 2020. Gas chromatography–mass spectrometry analysis of nine
bisphenols in canned meat products and human risk estimation. Food Research
International. 135. p.109293.
Dewayana, W.E., 2018. Analisis Stp (Segmentation, Targeting, Dan Positioning) Dalam
Perumusan Strategi Pemasaran Sambal Terasi Udang Di Supermarket Kds
Probolinggo (Doctoral dissertation, Universitas Brawijaya).
Dujak, D. and Kresoja, M., 2017. Space Management in Category Management–A Comparative
Analysis of Retailers in the Subcategory of Pickled and Preserved Vegetables. Strategic
Management-International Journal of Strategic Management and Decision Support
Systems in Strategic Management. 22(1).
Greenway, S., 2019. Producer or Consumer? The House, the Garden and the Sourcing of
Vegetables in Britain, 1930–1970. Cultural and Social History. 16(3). pp.337-357.
Helmold, M., 2019. Tools in PM. In Progress in Performance Management (pp. 111-122).
Springer, Cham.
Jaravel, X. and O'Connell, M., 2020. Real-time price indices: Inflation spike and falling product
variety during the Great Lockdown. Journal of Public Economics. 191. p.104270.
Kazanjian, P., 2018. The Short-Lived Epidemic of Botulism From Commercially Canned Foods
in the United States, 1919 to 1925. Annals of internal medicine. 168(8). pp.579-584.
Kryukova, I.O. and et.al, 2018. The export potential of the agrarian sector of Ukraine in a
competitive environment.
Romppanen, J.M., 2021. Segmentation, Targeting & Positioning (STP).
Seferidi, P. and et.al, 2019. Impacts of Brexit on fruit and vegetable intake and cardiovascular
disease in England: a modelling study. BMJ open. 9(1).
Stroebele-Benschop, N., and et.al., 2020. Comparison of food and beverage products’
availability, variety, price and quality in German and US supermarkets. Public health
nutrition. 23(18). pp.3387-3393.
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