Marketing Plan Report: Coconut Bliss, Analysis, Objectives and Tactics

This report presents a marketing plan for Coconut Bliss, a vegan ice cream company. It begins with a company overview and then conducts a situational analysis using SWOT and PEST frameworks to assess internal strengths and weaknesses, and external opportunities and threats. The report defines specific, measurable, achievable, relevant, and time-bound (SMART) marketing objectives, including expanding into new markets and increasing sales. It details segmentation, targeting health-conscious consumers, and positioning strategies. The report outlines marketing tactics, including the 7Ps of marketing mix, user-generated content, and digital marketing. It also includes a budget and discusses monitoring and evaluation methods to ensure the plan's effectiveness. The coherent marketing plan emphasizes product development, pricing strategies, distribution channels, promotions, physical environment, processes, and people management to achieve marketing objectives. The report concludes with a list of references.

Marketing

TABLE OF CONTENTS
LO3..................................................................................................................................................3
g) Basic Marketing Plan...............................................................................................................3
h) Coherent Marketing Plan.........................................................................................................6
REFERENCES................................................................................................................................8
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LO3
g) Basic Marketing Plan
Company Overview
Coconut Bliss is a leading ice cream company that has a unique element attached to it.
The product is soy and gluten free. It not only gives a competitive edge to organisation but
makes customers curious about this product.
Current Market Situation Analysis
Before devising a market plan, it is essential to conduct a situational analysis of current
targeted market. Business environment consists of internal and external factors which influence
various divisions (Westwood, 2016). Internal analysis is performed by using SWOT tool while
external analysis will be conducted by using PEST tool.
Internal Analysis
Strengths
 Company has been providing unique
products which are not easily available
in the market.
 Coconut Bliss has unbeatable
marketing strategies.
 The business has captured all local
distributors and suppliers. Sales have comparatively been growing
steadily.
Weaknesses
 No business expansion strategy.
 Has been functioning in only few
number of cities.
 Commercialisation of products is not
much focused.
Opportunities
 Digital marketing techniques can be
adopted for better market share
acquisition (Chernev, 2015).
 Several investments can be made in
research and development. Technologically advanced equipment
Threats
 Tough competition is posing a great
threat.
 Changing economic policies is
affecting certain marketing strategies.
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can be utilised for product
development.
From this SWOT analysis, it is clearly visible that Coconut Bliss has to make business
expansion strategies for obtaining more profits. This step will enhance company's reputation to a
rich brand image and provide strong recognition in the global markets (Bickhoff, Hollensen and
Opresnik, 2014).
External Analysis
PEST is used for carrying out external analysis of company. Coconut Bliss's external
analysis is performed as follows:
Political factors: Government policies which influence company's decisions are
considered as political factors affecting businesses. Strategies have to be devised in such a way
that trade tariffs, changes in fiscal policies, etc. are managed easily (Ritter, 2014).
Economic factors: Marketing strategies of Coconut Bliss is influenced by inflation rate,
recessions, economic growth of country, etc. These factors are economic determinants of
company's growth. Pricing of product is majorly affected through these factors.
Socio-Cultural factors: Cultural acceptance of product is essential for every company.
Coconut Bliss manufactures vegan ice creams which is a unique conceptual product. It has been
running very well in the native markets. Marketing strategies are formed with coordination of
socio-cultural factors. These connect company with beliefs and preferences of audiences.
Technological factors: Operations play a crucial role for producing a good output.
Technology's support helps all sorts of operations be it manufacturing or marketing. Trending
technological advancements have to be utilised by company for achieving better results
(Filiatrault and Chebat, 2015).
Marketing Objectives
Following SMART objectives are defined for marketing plan of Coconut Bliss:
1. To develop new markets with existing products with efficient pricing
2. To increase sales by 35% within 12 months in our native markets
3. To approach tech savvy customers with digital marketing techniques
Segmentation, Targeting and Positioning
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Segmentation: Psycho-graphic segmentation will be conducted for dividing audiences
according to their food habits. This will help in developing better marketing strategies with
segmented audiences (Taylor, 2016). No harm will be caused to company when surrounding
factors of these consumers are clear to strategists.
Targeting: Marketing strategy focuses on commercial attractiveness. This is only possible
when accessibility, benefits and money expectations are fulfilled. Coconut Bliss targets health
conscious consumers in both; middle and higher income groups.
Positioning: A positioning map has to be produced by organisation to understand its
place in current targeted markets. It also includes an idea about the level of competition and
current pricing strategy used by other companies.
Marketing tactics to be used
There are different marketing tactics that can be used by Coconut Bliss's marketing
analysts. Some of these are discussed ahead:
1. Marketing mix is based on 7Ps principle which is used for allocating strategic marketing
plan. It includes product, pricing, place, promotion, people, physical evidence and
process. Marketing mix is a systematic approach towards marketing strategies.
2. User generated content has to be used for this operation (Armstrong and et. al., 2014).
This will provide better connectivity with consumers and develop particular image for the
brand.
3. Technologies like internet, social media, promotions through brand endorsements, use of
celebrity icon, etc. are some other tactics applicable for marketing Coconut Bliss's
products.
Budget
Budgeting is performed for getting an estimated cost value which will be involved in
marketing operations (Rabie, Cant and Wiid, 2015). From advertisements to proper
implementation strategies, all have to be funded. An investment of approximately £2000 is
required. According to proposed tactics, £500 can be used for promotion in local malls and
events that take place regularly. Remaining money must be invested in televised advertisements
and promotions on radio, internet, websites and social communities.
Monitoring and Evaluation
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The marketing manager has to perform this task. After implementing all strategies and
distributing particular responsibilities, it is important to monitor these activities. It helps in
reducing unfair practises as well as provides a sense of control over complete functioning.
Certain conclusion has to be drawn after marketing plan is executed. These are based on
feedbacks, acceptance levels, change in sales and other analytical features. Evaluation of these
factors is essential for providing recommendations and making necessary changes in the future
strategies.
h) Coherent Marketing Plan
Coconut Bliss has been functioning in UK since 1997. The major reason behind their
success is providing unique products with blended ingredient. Marketing plans support such
strategies (Westwood, 2016). For advancing as a brand image, company can adopt following
marketing plan which is based on marketing mix principle.
Marketing Objectives:
Coconut Bliss aims to acquire better market share in the current financial year by
increasing at least 35% sales. Company also aims to acquire the foreign markets by digital
marketing techniques.
There are 7Ps comprising complete marketing strategy of a company (Chernev, 2015).
Most common and widely used principle technique for creating better marketing structure are:
Product/Services: Vegan ice creams will be produced with new flavours and an option to
customise their sundaes at the nearest stores. Coconut Bliss will produce its special flavours on
weekends apart from regular items.
Prices: Pricing strategies are mediocre. Affordable pricing range has been opted by the
company so that all income groups can easily buy healthy ice creams. Often healthier products
are perceived to be costlier. Coconut Bliss can conquer this notion by providing affordable prices
to its products.
Places: Advertisements will be projected on all buses and public utility vehicles for mass
awareness. Although, current stores and ice cream vans are being developed, online presence of
company is also targeted through this marketing plan. Distribution channels must be efficient
enough to provide products on time (Bickhoff, Hollensen and Opresnik, 2014).
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Promotion: Malls and public places which have large number of audiences can be used
for promotion of products. Small stalls and shops can be settled on temporary basis at various
locations for letting people taste and purchase products. Moreover, sponsorships for certain
events can be provided by Coconut Bliss.
Physical Environment: Branding process has to be initialised for communicating
company’s products to potential consumers. Smart technology can be used for creating a brand
presence.
Processes: Employees that are involved in complete operational processes must be
skilled and talented. Marketing officials must have important capabilities so that execution of
plan is unhindered.
People: Employee satisfaction must be focused by company. When achievements are
gathered, it is corporate responsibility of company to distribute appropriate rewards and
incentives to the contributors of success (Rabie, Cant and Wiid, 2015). These are employees,
management and customers. Stakeholder’s respect also provides sustainability in competition.
Achieving all these components in a marketing mix plan will be helpful for company to
implement the proposed marketing strategy with greater effectiveness. Moreover, it helps in
meeting set objectives by company and marketers.
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REFERENCES
Books and Journals
Westwood, J., 2016. How to write a marketing plan. Kogan Page Publishers.
Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
Bickhoff, N., Hollensen, S. and Opresnik, M., 2014. Step 3: Marketing Implementation—
Executing the Marketing Plan. In The Quintessence of Marketing Springer Berlin
Heidelberg. pp. 111-136.
Ritter, J., 2014. What is the role of marketing in strategic planning?. The Business &
Management Review. 4(4). p.88.
Filiatrault, P. and Chebat, J. C., 2015. Marketing Budgeting Practices: An Empirical Study. In
Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference.
Springer International Publishing.
Taylor, B., 2016. Social Media and Digital Marketing: Identifying and bridging the gap.
Armstrong, G. and et. al., 2014. Principles of marketing. Pearson Australia.
Rabie, C., Cant, M. C. and Wiid, J. A., 2015. Small and medium enterprise development: do
traditional marketing functions have a role to play?. 1. pp.
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