BMA351: Strategic Marketing Plan for Candy Crush Pie, Australia

This report outlines the strategic marketing plan for the launch of "Candy Crush Pie" by Black Velvet, a Sydney-based cake shop. The plan encompasses an executive summary, target market analysis (demographic, geographic, and psychographic segmentation), and positioning strategy (product and price-based). It details financial objectives (revenue of $20,000 in 12 months) and marketing objectives (brand popularity), followed by a comprehensive marketing mix program (product, price, place, and promotion). The report also includes projected marketing expenses, evaluation and control measures, an action program with a timeline, and collateral material. The core focus is on the implementation of marketing strategies, integration of the marketing mix, and financial impact calculations. The report aims to provide a detailed tactical plan for the next 12 months, addressing the 4 Ps of marketing and ensuring consistency within the marketing mix. The ultimate goal is to provide a delicious dessert experience to a broad consumer base while maximizing revenue and brand awareness.

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

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

STRATEGIC MARKETING PLAN 4
ranges. This segmentation also involve the behavior of
customers and company will target customers who are
health conscious and love to eat desserts.
The company is providing this product at a very reasonable price. Therefore, it can be afforded
by middle, upper and lower-income markets which are the biggest benefits for the company. The
company wants to establish a big consumer base. Mainly company targets customers who love to
eat candies and jellies. Candy Crush Pie targets both genders men and women to give a wide
range of products (Camilleri, 2017).
Positioning Strategy
To create a brand image of the product, positioning is taken into account keeping in mind the
consumer's position. Companies use map positioning to help them to create marketing strategies
to position their offerings. Map positioning is based on the assumption of the consumer, from
this, it can be proved that why this position is called a map positioning. The map helps the
company to identify where they are being deployed and where the company wants to be
deployed in the coming period (Zhao, et al., 2015).
Black Velvet will adopt the positioning strategy which is based on the product and price. This
means the company will take place in the minds of the consumers or patrons with the help of
different tastes of Pie and reasonable price. Customers who go to eat something in the restaurant
will easily recognize and accept the values there. These are customers who prefer high-quality
food. Black velvet by-products and services will also gain a competitive advantage. The quality,
freshness, taste, and price of Candy Crush Pie will help the eatery and restaurant to make a place
in the customers' minds and on the peak of that the customer service will give customers
excellent and fine dessert time. To fulfill the desires and requirements of the customers, Black
Velvet will give special training to the employees. Price is based on a combination of products
and services, it would obviously be expected in both conditions that the cake shop will make a
good place in the competition (Lynn, 2011).
To make the position in market, company will provide the diverse range of pie and make the
strong position of pie, it is important that Black Velvet has good position. At present, Black

STRATEGIC MARKETING PLAN 5
Velvet is positioned as the Famous and repudiated cake shop in Sydney with high quality and
affordable price. The main competitors of Black Velvet in the market of Sydney are Black Star
pastry, Pasticceria Papa, Flour and Stone, Dulcet, Uncle Tetsu’s Japanese Cheesecake, and
Lorraine’s Patisserie. All these cake shops are high on demand in Australia in the context of
cakes and pies (Kirzner, 2015). But Black Velvet will provide the Candy Crush Pie with health
and delicious taste at a very reasonable price to set a potential customer base (Wand, et al.,
2017).
Financial and Marketing Objectives
A business has many objectives to achieve but the main objectives are financial and marketing
objectives. The mission of Black Velvet's marketing strategy is to provide exceptional food with
excellent customer service experience and a high-quality delicious dessert experience. The cake
shop aims to achieve a substantial increase in the customer base and to maintain it for longer.
The main objective of marketing plan of Black Velvet is to support the company in achieving its
long term goals of performance with the help of achieving short term objectives. Therefore, the
marketing objectives of the Black Velvet is to provide an experience of eating delicious Candy
Crush Pie in a good environment to as many people of Sydney as possible (Angulo-Ruiz, et al.,
2014).
Financial Objectives
Financial goals can be expressed in monetary terms of the goals of an organization. The use of
the term also has these purposes that the company's financial statement refers directly to the
income statement or balance sheet. The main financial goal of Black Velvet is to always
maintain a cash balance in the company and achieve higher sales in the next 12 months. The
company set an objective to earn revenue of $20,000 of Candy Crush Pie in the next 12 months
as company will provide pie at different range and the price will be also depend on the quantity.
Company targets that company will sell the 500 full pies in one year.
Marketing Objectives
To set and achieve marketing goals or objectives, Black Velvet will use SMART marketing
goals. Main motive of the company is increase the sale with the help of different products and
now company is launching one more product which is pie.

STRATEGIC MARKETING PLAN 6
Specific
The first step of SMART is a specific marketing goal and the marketing goal of the Black Velvet
is to provide the delicious taste of Candy Crush Pie to every pie lover of Australia in their range.
Measurable
The second step of SMART is measurable marketing goals. After setting goal, the company
analyzes the way to achieve a specific goal. To achieve this target company will provide the
home delivery service of Candy Crush Pie in every area of Sydney.
Achievable
The third step of SMART is attainable marketing goals. This is the main step to achieve the
objective because in this step company will evaluate the possibility to achieve the goal and also
ensure that company sets an attainable objective or not.
Realistic
Step fourth is realistic marketing goal in which company will discuss the nature of goal and take
ideas from the team and develop a marketing strategy.
Timely
Step fifth of SMART is timely marketing goals. In this step company will set the time to reach
the goal. Such as company wants to increase the revenue of company within next year. To
achieve this target, company is launching a new product “Candy Crush Pie” and with the help of
this product, company will increase its popularity as well as revenue.
The Marketing Mix Programmes
Under the concept of modern marketing, consumer interests are considered paramount such as
the achievement of finance for production, detection of the potential market, consumer interest,
advertising, sales, and many more. The combined form of actions is known as the marketing mix
(Adomah-Afari & Maloreh-Nyamekye, 2018).
James Culliton is considered the father of the marketing mix. The marketing mix works on the
4P concept which includes Product, Place, Price, and Promotion. The organization's marketing is
prepared by blending each of these four components. Its main objective is to satisfy customer
needs and achieve marketing goals. Black Velvet will also increase its business of Candy Crush
Pie by adopting the same concept.

STRATEGIC MARKETING PLAN 7
Product
The company Black Velvet is launching Candy Crush Pie which is a type of pie cake and it
prepares with the different tastes of candy and coffee beans. It provides the delicious and rich
taste of dessert as well as it is good for health. The objective of the product is providing
yummiest taste with health. People of Sydney are very health conscious and they do not like to
eat junk food and sweets. So keeping in mind the choice of the people there, the company has
designed a product that will be made of fruits and coffee beans and will not use much sugar,
which will be healthier as well as provides the taste well. (Cateora, et al., 2011).
The company will provide many flavors in Candy Crush Pie and also make pie cakes as per
customer demand. It will also provide the customized pie cake for special events such as
birthday, marriage anniversary and many more. The quality of the product will be very good and
its packaging will also attract the customers. The company will provide the beautiful packaging
of pie cake but it will be recycling friendly.
Price
The selling price should include a share of the operating expenses and the cost of making the
supply items. The selling price will add some profit. All these variables help to set the price of
the product, because how to include operating expenses that will determine the number of sales
and profits of company. The company is likely to start with a low fair price, listed below, and
will over time, and the company discovers that my company is so popular, may need to adjust
with the price.
Black velvet will provide a huge range of Candy Crush Pie at different prices as per the demand
of customers and as per the occasion. It refers to setting a price for a product, which also includes
a discount. The price does not necessarily have to be in currencies - it can be something that can
be given in exchange for that product or service like time, energy, psychology or meditation. It
tells how much and how the price of a cake or any other item will be charged to the customer. It
can be charged for one or more than one. Pay as much as everybody wants and order the product,
among other marketing mix strategies like festival price (Ferrell & Hartline, 2010). The price of
a company that intends to hold the same position as the competition is defined by the market
itself. The company will develop a differentiated pricing strategy (Shaw & H, 2012).

STRATEGIC MARKETING PLAN 8
Black Velvet will set the price of Candy Crush Pie as per the size and flavor. The company will
charge $7 for the one piece of the pie, $25 for the half pie cake and $40 for the whole pie cake.
Not only this, company will also offer the free pie piece with a whole pie cake. It is a strategy to
increase the sale of pie. It will attract customers to buy a whole pie and it will increase the
revenue of the business. In starting, company will offer many discounts to attract potential
customers.
Place
In the context of the marketing mix, the place not only refers to the geographical location but it
also refers to the distribution of the product. In other words, it is processed to reach the product
from manufacturer to customer. Place implies the way to reach the product to the consumer; For
example, in the opinion of sale or retailing, it is also known as the distribution of the product.
This means that through which channels a product or services will be sold (online V/S retail), in
which geographical area or industry, which segment (young adults, families, and business
people), etc. Also, the environment of how the product will be sold can affect sales (Luan &
Sudhir, 2010). The right location is an important activity that focuses on reaching the target
market at the right time. Its main focus is where the business is located which focuses on how to
connect these, how to store goods between this and the end of its path for transportation.
In the case of Black Velvet, place refers to the process of reach the candy crush pie to the
customer. The cake shop Black Velvet is located in Sydney which is the most popular city in
Australia and it is a tourist point also where people love to come and enjoy different types of
dishes at different places. Through the use of the right space, Black Velvet can increase sales of
candy crush pie and maintain these long-term sales. This also helps the company to increase the
revenues and profits of the company. To establish a new product and take place in the mind of
customers, Black Velvet will provide the home delivery service of the Candy Crush pie with
different offers and on different platforms.
A distribution channels is a chain of business which is way to provide the product to the final
customers. It has many types such as business to business, business to customers and many more.
Company will follow the chain of business to customer in which company will provide the candy
crush pie to direct customer. In the context of distribution, the company will provide the product

STRATEGIC MARKETING PLAN 9
to the customer through the direct channel. The company will start its own home delivery service
to deliver the candy crush pie to potential customers (Schlegelmilch, 2016).
Media channels are also part of the place. The plans for this component of the marketing mix
will be fully associated with the target consumer. Finally, it is the product good in these places or
channels, where there is a potential buyer? In other words, to put out the marketing mix strategy
first is very important to understand the part of everyday life. Within the region or location is
then supported activities and processes to take the buyer of goods or services from the
production site. This includes inventory management, distribution, and storage (Fan, et al.,
2015).
Promotion
This includes every way to promote the product as sales promotion, advertising, publicity, and
branding, personal selling and various methods. This is a process that helps to increase the sales
and popularity of any product, brand, or company. Promotion is a method that refers to the whole
possibility of dissemination approaches used by the company, not only the channel but also the
communication that the consumer will be targeting. Brand and personality are also very
important points in marketing mix planning (Liu, et al., 2017).
Black Velvet will promote Candy Crush Pie through TV advertisements and print ads in
magazines. Both ideas are very old but these are very effective and highly regarded advertising
media. Print ads can attract the customer and give them good knowledge about the product. For
the TV advertisements, Black Velvet will use innovative ideas by start online method to provide
service at-home delivery. The company will also use the Google ads with the tagline “Pie for
your sweet choice” to promote the Candy Crush Pie.
Apart from these, the company will promote Candy Crush Pie on own website which is popular
among the people of Sydney. The company will also use social media channels for
advertisements because social media is a very good way to promote the products. The promotion
gives every type of knowledge to the customer about the product. There is a huge difference
between promotion and marketing; Promotions are just one part of the marketing. Many aspects
are considered in publicity, such as the format of the promotion is television, print or online.

STRATEGIC MARKETING PLAN 10
Black Velvet will use the Magazine New Idea Media kit to publish an advertisement of the
Candy Crush Pie. This magazine gives a specific space to the food ads (Pacificmags, 2018).
Projected Marketing Expenses
Marketing expenses include the cost which is used to promote the product in marketing such as
advertisement cost.
Marketing Expenses Cost
Advertising and promotional cost $50,000
Marketing staff salaries $30,000
Sales force salaries $20,000
Other expenses $10,000
Total $1,00,000
Promotion Expenses
The above report discussed the cost of marketing expenses and a promotional expense is also an
important part of it. For the advertisement and promotions, the report estimated the cost of
$30,000 which includes the cost of advertising, sales promotion costs, trade promotional
incentives. Brochures, business cards and so on. The company will use many ways to promote
the product but high cost will use in the TV advertisement. It will also help to promote the brand
name (Localtvads, 2019). The company will only use the local TV channels of Sydney because
till now Black Velvet is only located in Sydney. The cost of TV advertisement will be estimated
$3000. The magazine ads take $2,000 estimated cost.
Media Style Unit Cost Duration Total Cost
TV ads in Sydney:
7food network
$3000/ 12 sec/ 1-
month1
12 months $36000
Magazine ad in Pacific
magazines:
New idea media kit
$4000/Cover Page/ 1-
edition2
1 Month $4000
1 7Foodnetwork site, 2019
2 New Idea- Media Kit magazine, 2019

STRATEGIC MARKETING PLAN 11
Social media ads in
Twitter:
Food Blogs
$5000/blogs/ 12
months3
12 months $5000
Website:
https://
bvsydney.com.au
$5000/products/12
months4
12 months $5000
Evaluation and Controls
The main financial objective of Black Velvet is earning the revenue of $20,000 of Candy Crush
Pie in the next 12 months which will be monitored on the basis of sales. The marketing objective
of the company is to provide a delicious taste of the Candy Crush Pie to the people of Sydney at
their range and it will be monitored on the basis of customer demand. Marketing mix objectives
of the company earn higher profit and increase the customer base which is interrelated to the
financial and marketing objectives.
To evaluate and control the sales and costs of business, Black Velvet takes follow-ups from time
to time. The company will obtain the numbers of sales, the customer reached, and the amount
achieved. Black Velvet will look all the data to obtain every sale of the company. To control the
objectives, company will revise the marketing budget and give the training to the employees to
attract customers and reduce expenses.
Action Programmes- The Timeline
S. No. Task Name Duration Start date End date Cost
1
Establish
Budget 1 Month 1/10/2019 31/10/2019
2
Develop a
service plan 1 Month 1/11/2019 30/11/2019
3
Meeting with
employees 3 days 1/12/2019 3/12/2019
3 Food blogs, 2019
4 bvsydney.com.au site, 2019

STRATEGIC MARKETING PLAN 12
4
Employees
training 2 Months 4/12/2019 3/2/2020
5
Establish
Schedule 7 days 4/2/2020 10/2/2020
6 Set Prices 20 days 11/2/2020 29/2/2020
7
Marketing
actions 6 Months 1/3/2020 31/8/2020 $1,00,000
8
Planning to
launch
product 1 Month 1/9/2020 30/09/2020
Establish Budget
Develop a service plan
Meeting with employees
Employees training
Establish Schedule
Set Prices
Marketing actions
Planning to launch product
1-Oct 20-Nov 9-Jan 28-Feb 18-Apr 7-Jun 27-Jul
Start Date
Days to Complete
Cost

STRATEGIC MARKETING PLAN 13
Conclusion
The above report on the marketing plan of Candy Crush pie included every important aspect of
it. The target market of the Black Velvet is much diversified as every people love to eat desserts
and Pie is a very delicious and healthy dessert. The plan stated that the company will make
position in the market with the help of different tastes of pie. The financial and marketing
objectives of the company are very clear as the financial objective of the company earn the
maximum revenue from the Candy Crush pie and marketing objective is to provide delicious
taste of pie in the range of customer. Black Velvet will provide the home delivery service of
Candy Crush Pie in all areas of Sydney which is very beneficial for the business to promote the
products. The company will use many ways to promote Candy Crush Pie such as TV ads,
Magazine ads, websites, and social media. From the above plan, it can be concluded that
company will achieve success in this product.

STRATEGIC MARKETING PLAN 14
References List
Adomah-Afari, A. & Maloreh-Nyamekye, T., 2018. Relationship marketing strategy.
International Journal of Health Care Quality Assurance, 09 July, 31(6), pp. 631-645.
Angulo-Ruiz, F., Donthu, N., Prior, D. & Rialp, J., 2014. The financial contribution of customer-
oriented marketing capability. Journal of the Academy of Marketing Science, 42(4), pp. 380-399.
bvsydney, 2019. About us. [Online]
Available at: https://bvsydney.com.au/pages/about-us
[Accessed 27 September 2019].
Camilleri, M. A., 2017. Market Segmentation, Targeting, and Positioning. 1 ed. New York:
Springer.
Cateora, P. R., Gilly, M. C. & Graham, J. L., 2011. International marketing. United States:
McGraw-Hill Irwin.
Fan, S., Lau, R. Y. & Zhao, J. L., 2015. Demystifying Big Data Analytics for Business
Intelligence Through the Lens of Marketing Mix. Big Data Resource, 2(1), pp. 28-32.
Ferrell, O. C. & Hartline, M., 2010. Marketing Strategy. New Delhi: Cengage Learning.
Kirzner, I., 2015. Competition and entrepreneurship. Chicago: University of Chicago press.
Liu, Y., Li, K. J., Chen, H. (. & Balachander, S., 2017. The Effects of Products’ Aesthetic
Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and
Brand Consistency. Journal of Marketing, 81(1), pp. 83-102.
Localtvads, 2019. TV advertising. [Online]
Available at: http://localtvads.com.au/tv-advertising/?postcode=2024
[Accessed 27 September 2019].
Luan, Y. J. & Sudhir, K., 2010. Forecasting Marketing-Mix Responsiveness for New Products.
Journal of Marketing Research, 47(3), pp. 444-457.

STRATEGIC MARKETING PLAN 15
Lynn, M., 2011. Segmenting and Targeting Your Market: Strategies and Limitations. School of
hotel administration.
Pacificmags, 2018. New idea- Media kit 2018. [Online]
Available at: http://www.pacificmags.com.au/wp-content/uploads/2018/08/MediaKIT-New-
Idea-2018-Website.pdf
[Accessed 27 September 2019].
Samli, A. C., 2013. International Consumer Behavior in the 21st Century: Impact on Marketing
Strategy Development. New York: Springer-Verlag.
Schlegelmilch, B. B., 2016. Global Marketing Strategy: An Executive Digest. New York:
Springer.
Shaw & H, E., 2012. Marketing strategy. Journal of Historical Research in Marketing, 27
January, 4(1), pp. 30-55.
Wand, H. et al., 2017. Development of a Risk Algorithm to Better Target STI Testing and
Treatment Among Australian Aboriginal and Torres Strait Islander People. Archives of Sexual
Behavior, 46(7), pp. 2145-2156.
Zhao, Y. L., Libaers, D. & Song, M., 2015. First Product Success: A Mediated Moderating
Model of Resources, Founding Team Startup Experience, and Product‐Positioning Strategy.
Journal of Product Innovation Management, 32(3), pp. 441-458.

STRATEGIC MARKETING PLAN 16
Collateral material
Magazine cover page
These days, food photo-shoot is gaining popularity and company can take advantage of this.
With the beautiful picture of the pie, company can publish it on Magazine covers. It will attract
customers. For this product, every gender group and every age group is target market and main
target is people who love to eat desserts and pie. To promote the product, company will make a
magazine corner in the restaurant and place different food magazines which will attract
customers. Some of which will be advertising Candy Crush Pie on the cover page of magazines,
which will let people know about it. Not only this, the characteristics of the pie will be revealed
inside the magazine and also the company will tell about its services in magazine. The purposes
of this advertisement on magazine cover page are attracting customers and give all the details
about it to the customers. Not only in restaurant, but the company will also distribute these
magazines to people in book stores, libraries and with newspapers. With the help of all these
things, Black Velvet will advertise the Candy Crush Pie.