Marketing Plan for Nutri-Crisps

This document presents a comprehensive marketing plan for Nutri-Crisps, a fictional brand. It outlines five key phases with specific timelines, objectives, planned activities (e.g., segmentation, advertising, IMC), performance measurement metrics (e.g., customer acquisition cost, ROI), chosen media channels (e.g., online media, TV advertising), and estimated costs for each phase. The plan aims to increase brand visibility, generate leads, drive sales growth, and ultimately achieve a positive return on investment.

Running head: MARKETING PLAN
Nutri-Crisp – Marketing plan
Name of the Student:
Name of the University:
Author note:

1MARKETING PLAN
Executive summary
The purpose of this report is to develop a marketing plan for Nutri-Crisp, a milky chips product
that will be launched. The marketing plan includes all the justification for targeting plan
according the population statistics of the country. The major benefits of this product are that any
people from child to older people, as well as the health conscious people can use it. The three
medium of promotion is also given in the company’s promotional strategy. The action plan with
budget is also given in the report. Further, the report contains competitive background of this
product plan that can affect the nature of this industry.

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Table of Contents
Mission statement............................................................................................................................3
Market research...............................................................................................................................3
Product plan.....................................................................................................................................3
Competition.....................................................................................................................................4
Pricing..............................................................................................................................................5
Promotion mix.................................................................................................................................6
Marketing to target terrain...............................................................................................................6
Marketing metrics............................................................................................................................7
Marketing message..........................................................................................................................7
Action plan with budget...................................................................................................................8
Reference.......................................................................................................................................10

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Mission statement
The main mission of doing this business is to provide the consumer with a great
experience of having chips in milk’s flavour. To be the world’ most favourite snacks for children
and teens who are health conscious as well as a lover of milk products.
Market research
The US market of chips is huge based on the consumption pattern of the customers. The
potato chips market is growing with a CAGR of 4% in US. The most leading brand Lays have a
market share of approximately 29% in US (statista.com). According to census bureau data the
population comes down to 323,127, 513 people as of 2016 collected data, the third most densely
populated country in the world (statista.com). Among them 125.9 million adult women and 11.9
%men. 27% of the population are under age of 21 (U.S. Census Bureau QuickFacts selected
UNITED STATES, 2017). Thus, the market for Nutri-Crisps becomes quarter of the population
of the country, including the target population of children, teenagers. In addition the population
is also rising in the meantime. Market volume of Nutri-Crisps is approximately 87 million
people. At the same time company demand will increase after the promotional activities starts
taking place ("U.S. Data and Statistics | USAGov", 2017).
Product plan
The product is completely planned with two separate feature of making it crispy to
munch on and other is to induce it with goodness of milk. The product will also be introduced in
the Snacks food Industry. The major benefit of this product is that any people from child to older

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people, as well as the health conscious people can use it (Percy, 2014). The product is unique in
itself as it is differentiated completely with its core features. There is potential for the product to
capture the market. The two core features are, one is having goodness of milk and other is
crispiness of the chips. There is high chances of replacing its competitors as this can be targeted
to a much larger population than that of its brands. The product is positioned as the nutritious
snacks with a munched twist. Furthermore, the product also will be able be utilised for the
purpose of garnishing in food dishes.
Competition
To have an overview of the market the major competitors are identified as Lays’s oven
baked potato chips, Terra vegetable chips, Hershey’s milk chocolate chips. The market share of
the leading potato chips in United States are listed below.

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Lays 29.6%
Pringles 9.6%
Ruffles 9.5%
Lays kettle cooked 5.1%
Cape Cod 4%
Utz 3.4%
Baked Lays 1.4%
Table: The market share of the leading potato chips in United States
Source: (statista.com)
Turnover of ruffles amounted to 542 million and baked lays have recovered 79.3 million
in US dollars in in 2017 until July. Thus, it can be stated that the market for chips are steady and
competitors are expanding their business gauging the first food consumer’s consuming trend
(statista.com).
Pricing
The pricing method selected for Nutri-Chips is price-skimming method as the product has
potential to attract the customers in order to maximise its profit and excel in volumes sale. A
relatively high initial price will ensure the recovery of fixed cost used in manufacturing and
promoting the product. There will also be different weightage of chips packs available starting
from o.5, 1, 1.5 ounces packages. The prices based on the weightage are $ 25, $ 48, $ 69.

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Promotion mix
The promotion of this product will thoroughly be done by using both print and online
media as well as integrated marketing communication.
The print media will include the advertisements in daily papers, magazines, leaflets, banners and
wall posters (Luxton, Reid & Mavondo, 2015). The online media for advertisements is very
crucial. The social media marketing will include website, face book, snap chat, twitter, YouTube
videos, Instagram and other social interaction sites. The television advertisements will include
the quick ads between popular TV shows and international sports. The others like Google Ads
and Bing Ads (Percy, 2014).
Integrated marketing communication, which involves the events and programs, arranged
in the places where most of the traffic of the target population can be engaged. This shows and
events will increase this product’s awareness primarily and sales campaign will be held to
promote the product better in the country (Luxton, Reid & Mavondo, 2015). To tap into the
market of millions of potential customers they would need to approach a greater audience with
their advertisement campaign or through direct sales activities (Slutsky, and Slutsky, 1994).
Marketing to target terrain
As discussed above the population targeted for Nutri-crisp is above 27 % of the whole
population. It would include the demography of children above 5 years and all of the teenagers.
The lifestyle of this people will be health conscious people . The crispy feature of the product
will also attract those who are very addicted to crispy food (Luxton Reid & Mavondo, 2015).
The places that will be targeted for are canteen of mid, high school, and colleges, ss well as Big
marts, stationary shops and malls. For targeting the health conscious people the Yoga centres and

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Gymnasium all over US will be included in the targeted plan. The parents are also in the target
market as a purchaser of the product though not being the end users (Percy, 2014).
Marketing metrics
To gauge the performance of the product the key marketing metrics is sales growth, over
the period of initial stage, marketing qualified lead, customer lifetime value, and cost of
customer acquisition, sales team response time, and lead conversion ratio, marketing return on
investment and customers, traffic of the company (Blakeman, 2014). To track the online
marketing aspects the traffic to lead ratio, lead to customer ratio, organic traffic and landing page
conversion ratio will also be calculated in the process. This efficient feedback system will also be
recorded for future preference (Clow and Baack, 2014).
Marketing message
The marketing message, which will be tagged with the packet and general tagline for
promoting events in campaign, is “Munch on the Goodness of Milk”

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Action plan with budget
TIMELINE OBJECTIVES ACTIVITY
PLANNED
PERFORMANCE
MEASURE
MEDIA ESTIMATED
COST
5 months To focus on
the
advertisements
Segmentation,
targeting and
positioning
Number of
division in target
and positioning
the product
market research $ 20,000
12 months Increase the
number of
customers
Promotional
activities
highlighted in
marketing
Number of leads
generated
Online media $ 4500
6 months Sales growth advertisement
s
Return on
investment
through that
channel according
to performance
along years
In daily papers,
magazines,
leaflets, banners
and wall posters
$ 5000
4 months Increasing
sales
IMC Marketing ROI
through IMC
channels
identified for
Nutri-crisps
Events, Malls,
Shops and
campaigns
$ 4000
2 months Increases Direct Emails, Cost of customer face book, $ 500

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visibility and
acquiring new
clients
face book,
Instagram and
YouTube
promotion
acquisition Instagram and
YouTube
promotion
8 months Increases
visibility
Television
Advertising
TRP Different
channels and
shows
$ 800

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Reference
Blakeman, R. (2014). Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
CAPLES, J. (1997). Tested Advertising Methods,(Revised by Fred E. Hahn) Foreword by David
Ogilvy.
Clow, K. and Baack, D. (2014). Integrated Advertising, Promotion, and Marketing
Communications. 6th ed. Pearson.
Davari, A., & Strutton, D. (2014). Marketing mix strategies for closing the gap between green
consumers' pro-environmental beliefs and behaviors. Journal of Strategic
Marketing, 22(7), 563-586.
Leading potato chip brands (ruffles potato chips) sales U.S., 2017 | Statistic. [online] Statista.
Available at: https://www.statista.com/statistics/188222/top-potato-chip-brands-in-the-
united-states/ [Accessed 6 Nov. 2017].
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Percy, L. (2014). Strategic integrated marketing communications. Routledge.
Slutsky,, J. and Slutsky, M. (1994). StreetSmart Marketing.
U.S. Census Bureau QuickFacts selected: UNITED STATES. (2017). Census.gov. Retrieved 6
November 2017, from https://www.census.gov/quickfacts/fact/table/US/BZA115215