Kiwi Vinking Food Shop: Marketing Plan, Tactics and Control

This report provides a detailed marketing plan for Kiwi Vinking, a fast-food shop in New Zealand, focusing on the 4Ps of marketing: product, price, distribution, and communication. The analysis includes a critical evaluation of the existing tactics, along with suggested improvements. For product tactics, lab testing and packaging enhancements are recommended. Pricing strategy improvements involve targeting premium customers. Distribution improvements include direct and indirect methods, along with social media. Communication tactics emphasize reaching the target market effectively. The report further outlines marketing activities, responsibilities, timelines, budget, potential barriers, key performance indicators, and contingency actions, providing a comprehensive roadmap for Kiwi Vinking's marketing efforts. Desklib offers similar solved assignments and study tools for students.

Running head: MARKETING PLANNING AND CONTROL
Marketing planning and control
Name of the student
Name of the university
Author note

1MARKETING PLANNING AND CONTROL
Table of contents
1. Product tactics..............................................................................................................................3
2. A) critically evaluate the existing Price tactics........................................................................3
b) Improvements of product tactics.............................................................................................4
2. Price tactics..................................................................................................................................4
A) Critically evaluate the existing Price tactics...........................................................................4
b) Improvements of Price tactics.................................................................................................5
3. Distribution tactics.......................................................................................................................6
a) Critically evaluate the business existing distribution tactics...................................................6
b) Improvements o Distribution tactics.......................................................................................7
4. Communication tactics................................................................................................................7
a) Critically evaluate the businesses existing communication tactics.........................................7
b) Improvements in Distribution tactics......................................................................................8
5. Marketing activities for marketing action plan............................................................................9
6. Responsibilities, accountabilities and interdepartmental support..............................................13
7. Timeline for marketing activities...............................................................................................16
8. Budget........................................................................................................................................20
9.Barriers to implementation.........................................................................................................23
10. Key performance indicators.....................................................................................................24
11. Contingency actions.................................................................................................................24
12. Reference list and bibliography...............................................................................................26

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The marketing plan is being considered as an important section of business plan. In
another way, it can be said that marketing plan is a blueprint or comprehensive document that
help to outline the marketing and business advertising (Sharma, 2018, p-23). Hence, it can be
said that marketing plan plays a significant role in terms of developing service and products in
the market for grabbing the attention of target customers. In this study, the marketing plan of
Kiwi Vinking food shop has been highlighted, which is a popular healthy food selling company.
Kiwi Vinking is a small fast-food selling organization in New Zealand. In the year 2018, the
company is established in Christchurch with 11 to 15 numbers of employees
(Thekiwiviking.co.nz, 2018). In case of developing an effective marketing plan, environmental
analysis plays a significant role. The purpose of this report is to highlight the 4ps of marketing
tactics.
1. Product tactics
2. A) critically evaluate the existing Price tactics
Effectiveness in satisfying the needs of your chosen target market
Customers’ satisfaction is being considered as one of the important key components in
marketing plan. It is true that opinion of the customer is very important for developing a positive
brand image. With the help of a loyal customer, the company will be able to stand out in the
competitive market. If the company is able to provide great business customer experience, it can
help to establish a strong brand image in the market. If Kiwi Vinking is able to satisfy their
needs, it will be beneficial in terms of bringing new products into the market. Analyzing the
existing product of the company it can be said that in case of increasing the market share, the
company needs to focus on bringing the changes in its strategies so that large numbers of
customers will get satisfied with its services.
Effectiveness in achieving the marketing objective
The company aims to improve its market share in terms of bringing the changes for
designing strong brand image in the competitive market. As the company has already established
its business in the New Zealand market, in that case, it aims to increase its market share with
existing products. Using the strategy of market penetration, the company has decided to achieve

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its business objectives. It can be assumed that the strategy can be beneficial for the company in
term of increasing the demands of the products in the market. On the other hand, the product
differentiation strategy has been adopted by the company to achieve its goals. This initiative, the
company has decided to bring the changes in packaging of the products, which can help to
design its premium look. Using the renewable material in packaging, an environmentally friendly
initiative of the company can be able to grab the attention of the customers. This can be in terms
of bringing the promotional benefits, which can increase its popularity in the market.
b) Improvements of product tactics
Lab testing of the products for assuring the quality
It can be suggested that in case of improving the business opportunities the lab testing of
the food products can be done. With this initiatives, the company will be able to assure the
standard quality of products to the customers. It will be easier for the company to increase its
popularity in the market. On the other hand, it can be suggested that in terms of quality
improvement theory of marketing.
The packaging of the products
The term packaging is being defined as the process of designing the container for a
product. Packaging is being used for implementing successful business functioning (Kopnina &
Blewitt, 2018). In the packaging, details information of the product regarding the price, logo and
many other information are being provided. In other words, in the case be said that packaging
can be used by the organization for grabbing the attention of the customers. In case of increasing
market popularity, Kiwi Vinking has decided to introduce premium quality of packaging for
adding more value to its products. It can be assumed that with this initiative, it will be easier for
the company to grab the attention of new customers in existing market.
2. Price tactics
A) Critically evaluate the existing Price tactics
Appropriateness to your chosen target market
Analyzing the target market of the company it has been identified that from the
geographic segmentation, the company has selected the urban and suburban areas. As it is a fast
food selling organization, in that case, large numbers of customer are required for the company

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to achieve its financial objectives. In the demographic segment, the company has focused on the
people, who are in the age group of 25 to 50. Occupation is an important key driver in
demographic segmentation. The company has targeted career professionals, who work in day and
night shift for selling its products. In the psychographic segmentation, depending on the interest
of people, who love fast food as well as price sensitive have been targeted by the company. The
living standard of the people also influences the psychographic segment of an organization. In
case of Kiwi Vinking, it has been identified that the people who maintain the busy life schedule,
are being targeted. The target market is appropriate for the company because the people who
follow a busy lifestyle, do not get enough time for cooking. In that case, the company, it will be
easier for grabbing the attention of the target market. On the other hand, it has been identified
that young generation mostly likes fast food at reasonable price, in that case, the price of the
products are appropriate for the target market.
Effectiveness in achieving the marketing objective
It is true that the company needs to focus on introducing a reasonable price strategy so
that it will be able to grab the attention of price-sensitive customers. With increasing market
share it will be easier for the company to achieve its business objectives. It can be beneficial for
the company to serve large numbers of customers at a reasonable price, it will help to improve
the customer base as well as the brand reputation of the company.
Kiwi Vinking follows the reasonable pricing strategy for grabbing the attention of the
customers. In the Ansoff matrix, it has been identified that the company is going to develop
existing products in the existing market. In the competitive advantage analysis, it has been
identified that the company mainly target the middle class and lower-middle-class people.
b) Improvements of Price tactics
Alternative target market
Aim of the company is to increase its market share so that it can become popular in the
fast food selling industry. In that case, it can be assumed that the target market, which has been
chosen by the company is appropriate. As the company has targeted people from the urban area,
hence, it will help in terms of developing the large customer base. It is true that the company is
mainly targeting the price-sensitive customers, but in case of gaining business opportunities, it

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can also focus on grabbing the attention of premium customers. In that case, the premium quality
of products with different price range by designing attractive packaging can be introduced in the
market. It will help the company to introduce exclusive distribution process on the workplace.
Alternative marketing strategy
In the Ansoff matrix, it has been identified that the company follows market penetration
strategy for grabbing the attention of the customers with existing products in existing market. it
can also focus on product development strategy in case of bringing the new products to the
existing market. With this initiative, it will be easier for the company to grab large numbers of
customers' attention.
3. Distribution tactics
a) Critically evaluate the business existing distribution tactics
Alternativeness to chosen target market
Distribution is very important for business expansion, therefore, it can be said that
distribution has a higher level of contribution in the market share. As it is a small business,
therefore the company has a limited customer base. In that case, price negotiation can be the
major distribution issue for the company. In that case, internet distribution can be beneficial for
the company. In the current scenario, people have become highly dependent on the internet.
Hence, if digital marketing can be done, it will help to increase brand awareness among the
people. Through the internet, different social message as well as the different healthy food-
related information can be shared by the company for increasing its popularity. It can be assumed
that the distribution strategy, which has been chosen by the company can be effective for
achieving its goal.
Effectiveness in achieving the marketing objective
In case of Kiwi Vinkingm, it has been identified that if the company is able to achieve its
business objectives, it can be beneficial for enhancing its distribution process. In can bring the
advanced distribution process for maintaining its uninterrupted distribution process. On the other
hand, it is true that with increasing marketing share, the company will be able to use effective
tool, which can help in terms of expanding the business in larger aspects.

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The product development strategy of the company can help in selling the new product in
the existing market. On the other hand, by following the differentiation strategy, it will be easier
for the company to satisfy the needs of the target customers.
b) Improvements o Distribution tactics
Distribution through direct and indirect way
Both the direct and indirect advertising have higher level of impact on the distribution
process. Direct distribution is being done between the consumer and Seles executive. On the
other hand, in case of indirect distribution process, different media channels, customers, family,
employees and employers are being involved. In case of expanding the business market, both
distributions are needed. In case of product development, the company needs to focus on direct
distribution process. It is being considered as the economical option, by following which the
company can be able to achieve its goals and objectives. In this process, the employers get the
major control on the business practices. On the other hand, indirect distribution process, the
company get the chance to expand its business in larger segment. In this process, major
contribution of each employee are required.
Distribution through social media
With the changing business trend, social media has become an important element in daily
life. It is also true that social media has become an essential tool for marketing. In case of
implementing the brand positioning strategy in an effective manner, distribution can be done by
using different online social media channels.
4. Communication tactics
a) Critically evaluate the businesses existing communication tactics
Effectiveness in reaching the target market
It is true that social media channels are being used by the company in case of grabbing
the attention of the customers. Analyzing the current situation of the company, it can be said that
the customers who are between the age group of 25 to 50 can play an influencing role to
convince others towards purchasing foods from this restaurant. On the other hand, for the
couples, this is the best place for spending their time by spending very less. Analyzing the
product ranges of the company, it has been identified that it has mainly targeted the middle class

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and lower-middle-class people. Examining the population of New Zealand, it has been identified
that most of the citizen in New Zealand are middle-class people. Therefore, if the company will
be able to satisfy the needs of the target market, it will be beneficial in terms of developing a
large customer base. On the other hand, different types of starters, drinks and breakfasts are
being provided by the company. Hence, not only the office gores but also the homemakers can
enjoy the service.
Effectiveness in achieving the marketing objective
Increasing marketing share is the major objective of the company. It has aimed to
increase its market share 10% within coming three months. In that case, it can be said that if the
company is able to achieve its marketing objectives, it will be beneficial in terms of establishing
a strong reputation in the food industry. With increasing market share, new product development
strategy can also be developed by the company for expanding its customer base. On the other
hand, it is true that with increasing mart share, it will be easier for Kiwi Vinkingm gain
competitive advantage.
b) Improvements in Distribution tactics
Personal selling through email
Personal selling is being considered as an effective business tactic for achieving the
increasing market share in the current competitive market (Sharma, 2016, p-12). In order to
identify loyal customers, this strategy is beneficial. In the personal selling process, research and
development, increasing sustainability process, presentation and after sales activities are being
included. In the research and development process, the potential customers are being identified
by the company. In case of increasing the sustainability process, the long-term sustainability
program is being developed in the customer’ mind. This process is being considered as a vital
process of personal selling because the loyal customer relationship is being developed through
this process. In case of presentation, the entire marketing plan is being introduced to the
employees and the potential clients. In the fourth stage, the brand awareness initiatives are being
taken by introducing pictures of the products through emails to the customers. Proper
relationship bonding between the employees and the customers are being done in this process.
Brand development through internet

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Strong brand image development has become necessary for sustaining in the competitive
business environment (Dyllick & Muff, 2016, p-56). In case of improving the communication
tactics, the brand development initiatives can be beneficial for the company. In the current
situation, the company is using an official website, where very less information regarding the
company is being provided. It can be suggested that grabbing the attention of large numbers of
customers an attractive official website can be developed by the company, where the information
regarding its products can be provided. This strategy can be beneficial for the company as it will
help to provide appropriate information to the customers. By following the ‘Customer decision
making process theory of marketing,' it can be said that with such initiatives, the company will
be able to develop its unique image of customers' mind that can help to improve the business
revenue.
5. Marketing activities for marketing action plan
Personal selling through email
In order to implement an effective marketing plan for increasing the market share of the
company, personal selling can be beneficial for the company. As it is a growing company and
has not much popularity in the market, in that case increasing awareness among people has
become important.
Step 1: Research and development
In this stage, the company needs to focus on identifying the potential customer database,
so that the customers who will be targeted in the promotional activities can be highlighted. Aim
of the company is to increase its market share in the fast food industry. In that case, it needs to
focus on developing a strong brand image on customers' mind. Through this research and
development process, the company will be able to develop an effective team, which will work on
identifying the potential customers for implementing the marketing plan.
Step 2: Increasing sustainability
In case of implementing the marketing plan, it is very important or the company to
maintain the long-term sustainability on customers' mind. If the company is able to develop a
long-term sustainable position on customers' mind, it will be beneficial for the company to create
its position in a competitive market. In that case, message with attractive pictures can be sent to

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the customers, so that they will get to know about new dishes, which are being introduced by the
company.
Step 3: Presentation
After collecting information regarding the target market and demands of the customers,
proper presentation of the initiatives of the company is needed. By following the Maslow
motivation theory, employees can be motivated towards implementing the awareness idea. After
completion of the budgeting plan, timetable for the action will be introduced so that entire
process can be done in a systematic manner. On the other hand, the customer support team is
also required for understanding the quarries of the customers.
Step 4: Activities after sales
It cannot be denied that in case of implementing the brand awareness plan, customers’
support can play an influential role. In that case, the company has decided to improve its selling
tactics by adding the pictures with the satisfied customers on the internet. In that case, a proper
agreement between the employers and customers will be done.
Lab testing of the Products
In case of assuring the standard quality of products, the company has decided to focus on
lab testing its products, and In that case, it will be easier for the company to get loyal customers.
Step 1: Identify a reliable lab for testing the food on regular basis
In case of assuring good quality product, proper lab testing is needed so that a large, loyal
customer base can be developed. In case of lab testing of the foods, a reliable lab is needed to be
identified so that the customers can easily trust on the company.
Step 2: Proper budgeting
After the identification of lab, proper time and financial budgeting are needed. The entire
planning will be presented to the employees. With the active participation of the employees in
the planning process, the company will be able to achieve its goals.
Step 3: Agreement with the lab

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The payment agreement against per unit products needed to be done in an official
manner. An agreement between the lab and Kiwi Viking, will be done. Logo of the lab in
packaging on Kiwi Vinking will be used after completion of the agreement. This initiative of the
company will increase its brand current among the customers.
Step 4: Monitor the sales rest
This is the vital stage in this quality development plan. After completion of the legal formalities,
the sales rate of the company will be monitored. In that case, a team will be developed, which
will analyze the feedbacks of the customers after the quality assuring process so that Kiwi
Vinkingm will be able to understand if the planning has brought a positive result to the company
or not.
Brand image development through internet
In the current competitive market, brand awareness has become an effective key driver
for every organization (Cummins, Peltier & Dixon, 2016, p-34). It cannot be denied that
depending on brand awareness, business revenue as well as the rate of profitability of an
organization can be affected. Analyzing the situation of Kiwi Vinkingm, it has been identified
that in order to create a sustainable position in the market, the company needs to focus on
developing its strong brand image in the market. Due to its small size, it has not become much
popular with the customers. Brand awareness initiative through the internet will help the
company to reach its ultimate goal. It has been identified that depending on the
Step 1: Target segment identification
It has already mentioned in this study that Kiwi Vinkingm has targeted 25 to 50 years old
people. With increasing technological uses in human life, the internet has become an important
tool for the organization to increase the popularity in the market. In that case, identifying the
proper target segment depending on whom the entire marketing plan will be developed.
Step 2: Strong brand message
In this stage, a strong brand message will be introduced so that it can easily grab the
attention of the customers. In case of Kiwi Viking, the brand message can be ‘every bite
matters’. It can be assumed that using an attractive message. The company will be able to

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capture the attention of potential customers. On the other hand, it is also true that this initiative
can help to create uniqueness in the fast food selling industry.
Step 3: Creating an attractive visual impact
Not only the strong message but also attractive visual impact are equally important for
increasing brand awareness. Hence, in this stage, Kiwi Vinking can focus on taking attractive
pictures of the food for designing its delicious look to the customers. In case of making the food
more attractive, the active participation of chefs is needed. With this initiative, the company will
be able to develop an attractive visual impact on customers' mind.
Step 4: Introducing exiting offers
This is the final stage of brand awareness program. After identifying the needs and
demands of the customers’, grabbing their attention, discount offers can be introduced. Kiwi
Vinkingm has decided to introduce exciting combo offers in reasonable price. Here it has
decided to introduce the burger combo with veggie sub in $20.50. It can be assumed that this
initiative of the company will be appreciated by the customers.
Distribution through direct and indirect advertising
In case of grabbing the attention of the aged customers, direct marketing can be
beneficial. On the other hand, people who follow the busy schedule and do not get much time for
spending on social media or TV can be attracted through direct marketing. On the other hand,
indirect advertising can be applicable to the rest of the segment.
Step 1: Divide the target market depending on the needs
In this stage, the company has decided to develop separate web pages for Subs, burgers, beer,
sandwiches, breakfast and coffee. This initiative can be beneficial for the customers to choose
their favorite products through one click. This can also be beneficial for the company as it will be
easier for understanding the demands of the particular products through the per page sales rate.
Step 2: Identification of multiple segments