Strategic Marketing Plan for Candy Crush Pie by Black Velvet

Running Head: STRATEGIC MARKETING PLAN0
Student’s Details
Strategic
Marketing
Plan
Candy Crush Pie

STRATEGIC MARKETING PLAN 1
Executive Summary
The following report discussed the marketing plan of the Sydney based company Black Velvet.
It is a cake shop that provides customized cakes and cupcakes on customer demands and now the
company is launching a new product “Candy Crush Pie”. The following report highlighted the
target market, position strategy, financial and marketing objectives, marketing mix programs,
projected marketing expenses, evaluation, and control plan of expenses, action programs with the
timeline and collateral material of the product.
The main target market of the company is people who love to eat desserts. Black Velvet will
make the position of the product in the market on the basis of delicious taste and reasonable
prices. The financial objective of the company is earning revenue of $20,000 of Candy Crush Pie
in next 12 months. The marketing objective of the company is increasing brand popularity with
the help of Candy Crush pie. Marketing mix programs included the product mix, price mix, place
mix, and promotion mix. The plan also described the projected marketing expenses and how can
evaluate and control it. The report also discussed the action programs to launch the product with
timeline. The conclusion highlighted the success of the marketing plan.

STRATEGIC MARKETING PLAN 2
Contents
Introduction......................................................................................................................................3
Positioning Strategy.........................................................................................................................4
Financial and Marketing Objectives................................................................................................5
Financial Objectives.....................................................................................................................5
Marketing Objectives...................................................................................................................5
Specific.....................................................................................................................................6
Measurable...............................................................................................................................6
Achievable................................................................................................................................6
Realistic....................................................................................................................................6
Timely......................................................................................................................................6
The Marketing Mix Programmes.....................................................................................................6
Product.........................................................................................................................................7
Price.............................................................................................................................................7
Place.............................................................................................................................................8
Promotion.....................................................................................................................................9
Projected Marketing Expenses......................................................................................................10
Promotion Expenses...................................................................................................................10
Evaluation and Controls................................................................................................................11
Action Programmes- The Timeline...............................................................................................11
Conclusion.....................................................................................................................................13
References List..............................................................................................................................14
Collateral material.........................................................................................................................16

STRATEGIC MARKETING PLAN 3
Introduction
The following strategic marketing plan will execute the marketing strategy of the product
“Candy Crush Pie” by The Black Velvet Company which is situated in Sydney, Australia. The
marketing plan will discuss the positing strategy of product, financial and marketing objectives
of the company, marketing mix programs of the product, projected marketing expenses,
evaluation of objectives and the timeline of the marketing plan.
Black Velvet is a Australia based company that provides delicious and tasty cakes, cupcakes and
other bakery items (bvsydney, 2019). The goal of company Black Velvet is to provide the
experience of sublime dessert of the Australian people. The company is providing the service of
same-day delivery of cupcakes to fulfill the needs of customers.
Black Velvet is launching a new confectionery product named “Candy Crush Pie”. As the name
suggests, it is a specific type of pie that will provide the taste of different candies with health.
The people of Australia are very health conscious and they love healthy food. Due to the high
demand for pies, Black Velvet is launching a new range of pies.
Target market is basically a group of consumers which like to buy products or services of the
company. Black Velvet focuses on diversified target market because pie is a favorite dessert for
usually every age of the individual. Company can divide its target market in three parts;
demographic, geographic and psychographic.
Target market segmentation Groups
Demographic This segmentation includes the gender, age, level of
income, marital status, education and religion. But
company will target all groups of this segmentation.
Geographic This segmentation involves area, region, city and country.
Company will target the people who live in the developed
cities of Australia.
Psychographic This segmentation includes social status and occupation of
people. In this segmentation, company will target the every
income group because company will make pie at different