Marketing Plan: Diploma in Advanced Business Management - Berries Pie

This assignment presents a detailed marketing plan for a new pie product called "Crushy Crusty Pie" introduced by the bakery "Berries." The plan follows a 7-step approach, starting with understanding the business and the introduction of a new pie concept with crushed fruit toppings and various syrup flavors, targeting health-conscious consumers and children. The second step focuses on the target market, analyzing demographics and psychographics in Australia, identifying the age group (10-45 years old), religious diversity, health-conscious lifestyles, and the average income range. Competitor analysis identifies key players like cake shops and cafes. The plan sets goals to increase sales, build customer relationships, reach new demographics, and generate innovative ideas. Strategies include complementary offerings, such as free pies for frequent customers. The assignment also briefly touches on budgeting and implementation, emphasizing the importance of consistent execution. The plan references various marketing research sources and aims to help Berries Bakery achieve market success. The assignment also fulfills the requirement of a brief marketing plan and PowerPoint slides for a class presentation.

marketing
Diploma in advanced business management
Student’s name
9/26/2019

Marketing 1
Introduction
Step1- know about the business
When we talk about the marketing of the newer product in the market, the company applies or
adopts the effective marketing strategy to target its customers more effective in a competitive
market. Similarly, one of the small bakeries named as “berries” is planning to introduce the new
concept of pie in a market with the name of “crushy crusty pie” which includes different colored
crushed fruits toppings and with various flavors of syrups, which is free from added colors and
sugar. Such product will be healthy as well as tasty which will attract the customers towards the
product in an efficient manner.
Step 2- target market
Target market majorly comprises of demographics and psychographics, which are adopted by
“Berries” to target for the “crushy crusty pie” As it is seen that the economic condition of
Australia is better than other countries, which enhances the purchasing power of the customers in
an efficient manner.
Group of Age The young generation are available in between the age of 10-45
Religion All type of religion are available in the country
Lifestyle The individual are conscious towards healthy lifestyle and attracted
towards innovative product
Gender Cover both Men as well as Women
Income The average range of income in Australia are $15000 to $60000

Marketing 2
Therefore it seen that “crusty crushy pie will major target the customers who belong to an age of
10 to 45 years, this is because children love to eat candies and pie and adults in this case love
fresh fruits and due to this, all the generation type will love to try new product in the market.
Other than this, the children who do not as fruits will also love to eat as this pie is found with the
combination of fruits, syrups and pie, which makes the product, look attractive and healthy at the
same time.
Step 3 analyzing competitor
In this step, the main competitors of “berries” are the cake shops, Swizz bakers and some
international cafes such as costa coffee, molly moo cafes which offering the same varieties,
which Berries, are selling in the market but there are certain differences in their offerings. Other
than this, it is also seen that industry in this case is highly competitive as customers’ wants to try
those varieties, which are, innovate yet delicious. Similarly, “ berries café” is planning to expand
its business at greater level as their product is innovate and decisions which will helps in
attracting large base of customers.
Step 4 set goals
Goals for Berries is –
To target the large base of customers
Initially, drive more sales in less time
Develop more strong relationship with customers especially children
Reaching new demographics and audience
Increase profit and more innovate idea generation for success
Lastly, along with success generation tapping or entering the newer markets
Step 5- Outline strategies
In strategies terms, berries at initial terms will introduce its product in the market through
complementary offerings strategies in which the crushy crusty pie will provide at free if an
customer visit their store more than 5 times in a month. Such strategy helps company to generate

Marketing 3
curiosity to try new offerings at free of cost and thus, it improves the visits of customers more
than usual.
Other than this, a product full of fruits, with no sugar added helps in targeting the health
conscious people as well as children who loves pie but not fruits will also love the same with
such combinations. Therefore, such aspect helps the company to achieve great success in the
market.
Step 6- Set a budget
START-UP COSTS Cost ($) EQUIPMENT/CAPITAL COSTS Cost ($)
Registrations Business purchase price 45000
Business name 50000 Franchise fees 5000
Licences 25000 Start-up capital 60000
Permits 10000 Plant & equipment
Domain names 8000 Vehicles 5000
Trade marks/designs/patents 6000 Computer equipment 4000
Vehicle registration 5000 Computer software 3000
Membership fees 4000 Phones 1000
Accountant fees 3000 Fax machine 2000
Solicitor fees 9000 Security system 5000
Rental lease cost (Rent advance/deposit) 100000 Offi ce equipment 14000
Utility connections & bonds (Electricity, gas, water) 10000 Furniture 4000
Phone connection 4000 Shop fitout 6000
Internet connection 500
Computer software 6000
Training 4000
Wages 10000
Stock/raw materials 8000
Insurance
Building & contents 200
Vehicle 200
Public liability 400
Professional indemnity 1000
Product liability 1000
Workers compensation 2000
Business assets 3000
Business revenue 2200
Printing 1500
Stationery & offi ce supplies 1000
Marketing & advertising 25000
Total start-up costs $300,000 Total equipment/capital costs $154,000

Marketing 4
Step 7- Get to work
This aspect highlights about the plan which is set is now need to be followed, this is done by
keeping all the step all together and work over it to generate success in long run. Therefore,
Berries café needs to work over its target market and the various strategies, which they are, tend
to apply to generate more sales and attract large base of customers. This will surely help the
company to come up with various strategies over time and will be able to earn more than usual.

Marketing 5
References
McDaniel, Carl, and Roger Gates. Marketing research. Singapore, 2013.
Cronin-Gilmore, Julia. "Exploring marketing strategies in small businesses." Journal of
Marketing Development and Competitiveness 6, no. 1 (2012): 96-107.
Paley, Norton. How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge,
2017.
McDonald, Malcolm, and Hugh Wilson. Marketing Plans: How to prepare them, how to profit
from them. John Wiley & Sons, 2016.
Westwood, John. How to write a marketing plan. Kogan Page Publishers, 2013.