Marketing Strategy and Plan Analysis Report

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Marketing Strategy and Plan
[Type the document subtitle]
12/31/2019
student name

Marketing Strategy and Plan 1
Executive summary
The report with include an integrated marketing activities for marketing of brand X. Brand X
will be launching new product that is vegan snack bars. The industry suggests that the direct
competition of the company would be Larabar by General mills. Bargaining power of buyers
could be major threat for the company. Target consumer for Brand X vegan snack bar would
be retail stores and specialty stores of Brand X in UK. For marketing promotions the
company will be majorly focusing young age group. The target customer group would be
middle income group and lower income group, based on demographic factors.
The launch of the communication campaign for Brand X will include use of various
communication tools and channels in order to reach maximum customers. Communication
tools and channels use for Brand X communication campaign include social media, television
advertisement, email marketing, printed media, and event launch. Evaluation and monitoring
of the communication campaign plan of Brand X various steps include goal tracking. Some
of the analytical tool considered for the purpose of monitoring. After the evaluations
customer behaviour will be noted for improvement in strategies.

Marketing Strategy and Plan 2
Contents
Executive summary....................................................................................................................1
1. Introduction to Brand X......................................................................................................3
2. Target consumer.................................................................................................................3
3. External environment..........................................................................................................5
3.1 Porters five force model...................................................................................................5
4. Communication objectives for the campaign.....................................................................7
5. Campaign for product launch.............................................................................................8
6. Evaluation & monitoring..................................................................................................10
7. Conclusion........................................................................................................................11
References................................................................................................................................12

Marketing Strategy and Plan 3
1. Introduction to Brand X
Brand X will be launching new product that is vegan snack bars. As per the research
conducted the population is largely shifting towards vegan products which reflect an
appropriate time for launch industries to enter into this market with fruit based vegan snack
bar. This reflects the opportunity for the company to grow into such market and launching
innovative flavour for vegan population in UK. The communication is one of the aspects
which are very necessary activity to be conducted for the brand to create awareness regarding
the launch of new product and induce population to try the products for the first time
(Armstrong & Giardina, 2016).
This is one of the most crucial activities for marketing of brand X as the market is highly
competitive. UK culture reflects fast food eating habits which reflect that the competition and
variety of food availability is very large in the market (Adam & Kotler, 2014). Thus Brand X
needs to make additional efforts to attract population for fruit Snack Bar. Moreover the brand
X is looking for cost effective communication plan. The report with include an integrated
marketing activities that will be schedule for next three months with the purpose of brand
awareness within the allocated budget that is £ 100,000 (Kaplan, 2015).