Marketing Plan: Green Horse's New Sustainable Product in Australia

This report presents a comprehensive marketing plan for Green Horse, an eco-friendly store based in Melbourne, Australia, focusing on the launch of their new ornamental wooden cutlery and dinner plates. The plan includes an internal analysis of Green Horse's strengths, weaknesses, opportunities, and threats (SWOT), competitive market positioning, marketing segmentation targeting individuals aged between their early thirties to mid sixties, and a marketing mix strategy emphasizing innovative product design, strategic marketing in Melbourne and online across Australia, affordable pricing (under $100 per set), and effective promotion through social media and leaflets. The budget allocation includes $20,000 for social media promotion and $10,000 for marketing in shopping malls, grocery outlets, and coffee shops. Recommendations include partnering with non-profit organizations focused on environmental wellbeing and targeting elite sections of society to enhance product appeal. This plan aims to increase the visibility and sales of Green Horse's new product by highlighting its sustainability and aesthetic appeal to environmentally conscious consumers.

Running Head: MARKETING PLAN
Marketing Plan
Name of the Student
Name of the University
Author Note

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Executive Summary
Green Horse is a renowned eco-friendly store that operates from the Australian city of
Melbourne. It specializes in the manufacture of green living products that have takers from
different parts of the country. It has recently made an innovation to one of its products, its
cutlery and wooden dinner plates set and has made it more decorative in appearance with
high quality bamboo wood being the material with which the cutlery and dinner set is made.
This report creates a marketing or business plan that Green Horse can use to market and
promote its new product in Melbourne and other parts of Australia. This report recommends a
number of ways by which Green Horse can boost its marketing tactics and activities to make
its new product as appealing and as attractive as possible to a wide customer base in
Australia.

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Table of Contents
1. Introduction.........................................................................................................................3
2. Green Horse – An Internal Analysis...................................................................................3
3. Competitive Market Positioning.........................................................................................4
4. Marketing Segmentation.....................................................................................................5
5. Marketing Mix....................................................................................................................5
6. Budget Allocation and Resources.......................................................................................6
7. Recommendations...............................................................................................................6
References..................................................................................................................................7

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1. Introduction
The use of eco-friendly products are much in vogue these days because of their
energy efficiency and material efficiency. Eco friendly goods and services are cost effective
and low maintenance too, and create a better and healthier environment in which to live
(Leonidou et al., 2013). Green Horse is a well-known eco-product manufacturer in
Melbourne, Australia that has been in operation for quite some time now. This report aims at
creating a marketing or business plan for Green Horse, which it can use to promote
ornamental wooden cutlery and dishes, an innovation on its existing set of wooden dinner
plates that is sustainable in nature but which is unable to attract the customer base that it
desires because of its dull appearance. To do so the report will carry out a SWOT analysis for
Green Horse, following by competitive market positioning, market segmentation and
marketing mix. The report concludes with a number of recommendations on how Green
Horse can make its new product, the ornamental wooden cutlery and dishes truly stand out in
the market.
2. Green Horse – An Internal Analysis
Strengths – Green Horse produces high quality and sustainable products in a diverse
range of areas such as beauty, lifestyle, products for babies and kids and clothing. All of
its goods are environmentally sustainable, and are manufactured with the sole intention of
conserving and preserving the surrounding environment. The sustainable nature of Green
Horse’s products makes them hugely appealing to all and sundry especially to those who
are concerned about environmental wellbeing and engage in green living for this purpose
(Ko et al., 2013).

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Weaknesses – The eco friendly products manufactured by Green Horse are quite
expensive, with certain lifestyle products being quite highly priced. Owing to the fact that
most if not all of its products are organic in nature, the shelf life of such products is
limited too and customers are not able to use them over too extensive a period of time
(Baker & Davis, 2014).
Opportunities – More and more people in Australia and in the city of Melbourne in
particular are becoming increasingly conscious of environmental wellbeing. Green living
is rampant among most Australians today so Green Horse is certain to find takers for
whatever product it releases in the market, be it in Melbourne or in any other part of
Australia (Barbarossa & De Pelsmacker, 2016).
Threats – There are many companies in Australia that focus heavily on environmental
sustainability at the time of manufacturing products, and which specialize in the provision
of goods and services that are eco-friendly in nature. Customers in Melbourne and in
other parts of Australia therefore have a wide range of options to choose from when
looking to buy goods that promote green living. Green Horse has to design and market its
new and existing products in a way that these truly stand out and make it clear to buyers
that these are worth purchasing in spite of so many other similar options being available
in the market (Testa et al., 2015).
3. Competitive Market Positioning
In order to make its new cutlery and dinner plates attractive to a wide range of
customers both in Melbourne and in other parts of Australia, Green Horse will have the
new cutlery featured in different types of ornate designs that make them look quite
decorative when set out on the dinner table. The new brand of cutlery is made of high
quality bamboo wood, making them highly sustainable environmentally. People

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passionate about environmental wellbeing, and who partake in green living will want to
get their hands on such cutlery and dinner plates at the earliest (Lu et al., 2013). The
earliest plate of wooden plates and cutlery manufactured and marketed by Green Horse
had quite a boring appearance and there were not many takers for these. It is hoped, that
the top quality bamboo wood and beautiful designs of the cutlery will enhance their
appeal considerably, giving stiff competition to related products that are already in
circulation in the market (Diglel & Yazdanifard, 2014).
4. Marketing Segmentation
The decorative cutlery and dinner plates made of high quality bamboo wood will cater
to a target audience that is comprised of people aged between their early thirties to mid
sixties. Cutlery is in demand at all times of the year and by people of all age groups. The
new cutlery and dinner plates that are made available by Green Horse will be quite
moderately priced, and should therefore find several takers among people who are aged
between thirty and sixty, who must already be well established on the professional front
and who have a good purchasing capacity (Haws et al., 2015).
5. Identification of Factors Critical for Successful Execution of Business
Plan
 Innovative Product – The product being marketed is an ornate cutlery and dinner
plates set made of high quality bamboo wood. An innovation has been made to Green
Horse’s existing set of wooden dinner plates by making it more decorative in
appearance and manufacturing it using the best quality bamboo wood, so as to make
it more appealing to customers in Australia particular those who advocate and follow
a green lifestyle (Jeong et al., 2014).

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 Strategic Marketing – The site of marketing activities will be the city of Melbourne
itself where Green Horse has its store. Provision will be made so that customers can
electronically buy this product from Melbourne as well as from other parts of
Australia.
 Affordable Price – Efforts will be made to keep the product as affordably priced as
possible so as to cater to people from diverse income backgrounds. A set of cutlery
and dinner plates will not cost more than $ 100, thus enabling people of various
budgets to be in a position to buy this without feeling a pinch in the pocket.
 Effective Promotion – The promotional activities for the product will be carried out
on a number of social media platforms like Facebook and Twitter where Green Horse
already has a presence. The company is sure to locate many takers for its new
product on such platforms given how widely used these are in today’s day and age.
Efforts will also be made to promote the product through leaflets that are distributed
at shopping malls, local grocery outlets and supermarkets and at coffee shops. The
leaflets designed will be colorful and vibrant and will feature large size photos of the
dinner plates and cutlery being marketed so that those viewing such leaflets get the
right idea about what is being promoted, and what it is that they could possibly be
owning, if they buy it (Saini, 2013).
6. Budget Allocation and Resources
Green Horse will devote $ 20,000 on the promotion of the product on social media
platforms. An additional $ 10,000 will be spent on marketing and promoting the product
at shopping malls and coffee shops as well as at localized grocery outlets. Based on how
well the product performs in the market in the initial stages of being launched, further
resources may be allocated for the adequate marketing and promotion of the product.

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7. Recommendations
 Since Green Horse is a company that has environmental sustainability as its focus, it
should reach out to non-profit organizations as well as organizations that are
specifically concerned about the wellbeing of the market to spread news and
information about its new product. By promoting or encouraging the use of such
products, these organizations will end up advocating green living indirectly,
something that is much desired in an age that is characterized by rapid rates of global
warming.
 Efforts should also be made on the part of Green Horse to get its product approved of
by the elite sections of society who have a high purchasing power. By doing so, Green
Horse can keep its product affordable but enhance its appeal. People of a low income
budget may feel a greater inclination to buy the product if they see the rich and the
trendy buying it quite willingly.

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References
Baker, M. A., Davis, E. A., & Weaver, P. A. (2014). Eco-friendly attitudes, barriers to
participation, and differences in behavior at green hotels. Cornell Hospitality
Quarterly, 55(1), 89-99
Barbarossa, C., & De Pelsmacker, P. (2016). Positive and negative antecedents of purchasing
eco-friendly products: A comparison between green and non-green
consumers. Journal of Business Ethics, 134(2), 229-247.
Diglel, A., & Yazdanifard, R. (2014). Green Marketing: It’ s Influence on Buying
Behavior and Attitudes of the Purchasers towards Eco-Friendly Products. Global
Journal of Management And Business Research.
Haws, K. L., Winterich, K. P., & Naylor, R. W. (2014). Seeing the world through GREEN‐
tinted glasses: Green consumption values and responses to environmentally friendly
products. Journal of Consumer Psychology, 24(3), 336-354
Jeong, E., Jang, S. S., Day, J., & Ha, S. (2014). The impact of eco-friendly practices on green
image and customer attitudes: An investigation in a café setting. International Journal
of Hospitality Management, 41, 10-20.
Ko, E., Hwang, Y. K., & Kim, E. Y. (2013). Green marketing'functions in building corporate
image in the retail setting. Journal of Business Research, 66(10), 1709-1715.
Leonidou, L. C., Katsikeas, C. S., Fotiadis, T. A., & Christodoulides, P. (2013). Antecedents
and consequences of an eco-friendly export marketing strategy: The moderating role
of foreign public concern and competitive intensity. Journal of International
Marketing, 21(3), 22-46

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Lu, L., Bock, D., & Joseph, M. (2013). Green marketing: what the Millennials buy. Journal
of Business Strategy, 34(6), 3-10.
Saini, B. (2013). Green marketing and its impact on consumer buying behavior. International
journal of engineering science invention, 2(2), 61-64.
Testa, F., Iraldo, F., Vaccari, A., & Ferrari, E. (2015). Why eco‐labels can be effective
marketing tools: Evidence from a study on Italian consumers. Business Strategy and
the Environment, 24(4), 252-265.