A Strategic Marketing Plan for Max Protein Banana Bar

Running head: A STRATEGIC MARKETING PLAN
A Strategic Marketing Plan
["Max Protein Banana Bar"]
Name of the student:
Name of the university:
Author note:

1A STRATEGIC MARKETING PLAN
Executive summary
The study aims to deliver a marketing plan for the company ‘Natural Evolution’. The product
to be launched is ‘Max Protein Banana Bar’. The company performs average in regards to
product pricing and marketing communication. As a result, its competitors are getting
benefitted from the operational flaws. However, the marketing plan as being designed in this
report can help ‘Natural Evolution’ to effectively launch the ‘Max Protein Banana Bar’.

2A STRATEGIC MARKETING PLAN
Table of Contents
1. Introduction............................................................................................................................3
2. Segmentation, targeting and positioning approach................................................................3
2.1 Problem statement............................................................................................................3
2.2 Discussion of a potential market segment........................................................................4
2.3 Discussion of target market and positioning....................................................................5
3. Three Marketing and 3 Financial Objectives.........................................................................6
3.1 Marketing objectives and goals........................................................................................6
3.2 Financial objectives and goals.........................................................................................6
4. A detailed marketing mix strategy.........................................................................................7
4.1 Marketing mix..................................................................................................................7
4.2 Marketing strategy proposed implementation..................................................................9
5. Budget Allocation for Promotion Mix.................................................................................11
Conclusion................................................................................................................................11
References................................................................................................................................12

3A STRATEGIC MARKETING PLAN
1. Introduction
This is a continuation of the study being conducted in assignment 1. Assignment 1
was aimed at conducting an organizational analysis of the company ‘Natural Evolution’. The
analysis did find a need to design a comprehensive and strategic marketing plan to support an
effective launch of a product "Max Protein Banana Bar". Hence, this study is actually about
designing a strategic marketing plan to support the launch of a new product. In a marketing
plan, it is essential to use the contemporary marketing tools and theories, so that, the target
population is effectively accessed (Dangelico & Vocalelli, 2017). Nonetheless, competitor
companies of ‘Natural Evolution’ are more effective in regards to reaching to the target
audience.
The chosen product is "Max Protein Banana Bar". The product is made up of
excellent quality ingredients. It is also gluten-free. The flour used for the product is locally
sourced. The target age group is 20-50. The product is a potential selection considering an
increasingly growing bent of people towards organic products. However, an effective
marketing communication will be needed as the competitors of ‘Natural Evolution’ are
comparatively more effective in accessing to the target audience. The company has a few
issues due to many reasons. Employees are overloaded with work and hence, not being able
to avail of the work-life balance. The company’s financiers are not pro-changer. The
executive level staffs are indeed friendly and supportive. An adequate support from the
Australian government can be expected as the new product is organically sourced. Small-
scale investors are earning good profits from the stock exchange market. On a whole, the
company is in a good financial situation.
2. Segmentation, targeting and positioning approach
2.1 Problem statement