Marketing Plan for Healthy Bento Box

Running head: MARKETING PLAN FOR HEALTHY BENTO BOX
Marketing Plan for Healthy Bento Box
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MARKETING PLAN FOR HEALTHY BENTO BOX
Executive Summary
Healthy Bento Box, a product line of Bentonite, is a meal box take away and in-store café.
The company aims to provide a nutritionally balanced, delicious and wholesome food using
organic and fresh produces with a diverse menu. In addition to providing a convenient,
healthy and an easy meal box full of variations that can be customized according to a person,
the company also places an importance on using eco-friendly products and improving the
health of citizens which will lead to a reduced medical expense. This service is particularly
targeted for teenagers and adults within 35 years of age. The brand through tries to promote
the essence of well-being by providing excellent services to its clients. There are no
companies yet in Singapore who delivers a similar type of product, so the company is
benefitting.

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MARKETING PLAN FOR HEALTHY BENTO BOX
Table of Contents
Executive Summary...................................................................................................................1
INTRODUCTION......................................................................................................................4
Mission Statement:.................................................................................................................4
Vision Statement:...................................................................................................................4
DISCUSSION............................................................................................................................4
Business Analysis:.................................................................................................................4
SWOT Analysis –..............................................................................................................5
PESTEL Analysis –............................................................................................................5
Product Decisions:.................................................................................................................7
(a) Branding –................................................................................................................7
(b) Product Description –..............................................................................................7
(c) Positioning Strategy –..............................................................................................8
(d) Target Market –.......................................................................................................9
Product Pricing:....................................................................................................................10
Product Distribution Strategy:..............................................................................................10
Integrated Marketing Communication Strategy:..................................................................11
Advertising -.....................................................................................................................11
Direct Marketing –...........................................................................................................11
Interactive/ Internet Marketing –.....................................................................................12
Sales Promotion –............................................................................................................12
Publicity or Public Relations –.........................................................................................12

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MARKETING PLAN FOR HEALTHY BENTO BOX
Personal Selling –.............................................................................................................13
CONCLUSION........................................................................................................................13
RECOMMENDATION...........................................................................................................14
BIBLIOGRAPHY....................................................................................................................15
APPENDIX..............................................................................................................................18