Promotional Mix for Maryland Biscuit Brand

Running head: PRACTICE OF MARKETING
Burton’s Food
Practice of Marketing
1/11/2019

PRACTICE OF MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Overview of Burton’s Biscuit................................................................................................2
The objective of Burton's Biscuit to introduce Maryland biscuit brand................................3
Market Analysis of Biscuit Industry......................................................................................3
Segmentation Strategy...........................................................................................................4
Geographical Segmentation...............................................................................................4
Psychographic Segmentation.............................................................................................4
Demographic Segmentation...............................................................................................5
Target Strategy.......................................................................................................................5
Advertisement Message for Maryland biscuits......................................................................5
Promotional Mix................................................................................................................6
Personal Selling..................................................................................................................6
Direct Marketing................................................................................................................7
Public Relations.................................................................................................................7
Sales Promotion.................................................................................................................8
Advertisement....................................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

PRACTICE OF MARKETING 2
Introduction
The business activities and its success majorly based on many interrelated external and
internal forces that are being regularly evaluated by experts and academicians. However, the
subject’s complex nature requires separating the concern into particular aspects of the study
(Galizzi and Venturini, 2012). The marketing function performs a key part in maintaining
contacts of the company with the market. However, the marketing activities scope is
somewhat wide, and part of numerous sorts of marketing activities severely based on the
company’s strategy and its characteristics. On the other side, their role and importance is a
type of function of managerial insights about marketing (Fejza and Asllani, 2013). This study
is focused on analyzing the significance of marketing from the viewpoint of medium and top
level executives of businesses. The aim of this study is to present a promotional plan for the
newly introduced product of Burton’s Biscuit Company i.e. Maryland biscuit brand.
Overview of Burton’s Biscuit
Burton's Biscuit is a manufacturing company of biscuit. Due to the merger between Horizon
Biscuit Company and Burton's Gold Medal Biscuits in 2000, the company was established
and renamed to Burton's Biscuit Company from Burton's Foods in 2011. It hires around 2,200
people in the United Kingdom region, with three key facilities of manufacturing, in
Blackpool, Edinburgh, and Llantarnam, a chocolate plant in Moreton, and a vital delivery
center in Liverpool (Burton’s Biscuit, 2019b). The head office of the company is in St
Albans. In the United Kingdom’s market, Burton's is placed at number 2 in terms of best
quality biscuit and numerous of its products are blended across the globe. George Burton is
the one who baked the very first biscuit. Grandson of George that is Joseph Burton
established Burton's Biscuits, in 1935. The company had a plant in Slough, Berkshire, which
is focused on producing snacks and potato crisps, comprising Fish 'n' Chips and Potato Puffs.

PRACTICE OF MARKETING 3
Because of increasing demand in 2014, Burton's again launched its Fish 'n' Chips (Burton’s
Biscuit, 2019c).
The objective of Burton's Biscuit to introduce Maryland biscuit brand
The objective of Maryland biscuit brand is to offer high-quality cookies in the market at a
premium price for the high-class segment. It is focused on exciting and delighting its
customers, consumers, and shoppers. The company always want to make every day special
for its customers and endure to carry a culture that is not provided by any of the competitors
in the market (Burton’s Biscuit, 2019a).
Market Analysis of Biscuit Industry
The worldwide market of biscuits is anticipated to touch USD 135 billion by 2023, at a
CAGR of 5%. The biscuit market of the world is promising. This market is successful due to
effective strategic planning and decision making related to product selling, type of packaging,
pricing strategy, etc. The demand for biscuits is increasing in the market because of
innovative packaging, technologies, new flavors, and shapes. The key driver of the market
growth is the increasing preference for accessibility and snacking. The explosion of
hypermarkets and supermarkets has resulted in enhanced visibility of the products accessible
in the industry (Digital Journal, 2019). The increasing cost of raw material and tax burden in
the industry will confine the growth of the biscuit market in the coming future. The
increasing interest in the finest products will offer numerous opportunities of the future
growth.
The market of the biscuit is segmented geographically into South America, Asia-Pacific,
North America, Africa, and Europe. This market is presently conquered by Europe, trailed by
North America. The development in these areas evidently lags behind the predictable growth
of the market in the emerging nations. Asia-Pacific signifies the fastest developing market for