Comprehensive Marketing Plan for B&M Heads' New Product Launch

This marketing plan analyzes the launch of B&M Heads' new ultra-premium wet food for dogs and cats. It begins with an executive summary and market analysis, assessing the company's position, customer profiles, and competitive landscape, including major players like Mars and Nestle. The report details the marketing strategy, emphasizing making great impressions and utilizing various promotional options like digital marketing, social media, and business fairs. Target market selection focuses on dog and cat owners in specific geographical and demographic segments. Product positioning highlights the product's organic, delicious, and British-sourced ingredients. The marketing mix decisions cover pricing, promotion, product, distribution, and service. Financial projections outline sales volume, costs, and profitability, while the marketing plan assessment discusses control measures and the use of a critical path model. The plan aims for a moderate price point, attractive packaging, and a focus on after-sales services to achieve a 15% profit margin and establish a strong market presence.

MARKETING

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
Market Analysis:.........................................................................................................................3
Market Strategy...........................................................................................................................5
Target Market Selection..............................................................................................................6
Product Positioning.....................................................................................................................7
Market Mix Decisions.................................................................................................................7
Financial Projections...................................................................................................................8
Marketing Plan Assessment........................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

EXECUTIVE SUMMARY
A marketing plan is a comprehensive document or template that outlines a commercial
advertising and marketing efforts for the coming year. It describes business activities involved in
meeting specific marketing objectives within a set time frame (De Mooij, 2013). New product
launch refers to the framework in which company brings new innovative product to market in
order to get competitive advantage in the market. This report covers the new product which is
innovative and it has been launched by B&M Heads also known as Barking and Meowing
Heads. This company serves pet food. It has launched a new range of natural and delicious
premium wet food which is sourced with British Ingredients for dogs and cats.
Market Analysis:
Company Analysis: The main founder of the company is Paul. Dave and Jim. In 2008,
this company was responsible for the Barking Heads and Meowing Brands like Bad Hair Day,
Tender Loving Care, Fusspot for dogs, Hey Good Looking and Purt Nickety. In 2009, company
launches further new products which has a name as Puppy Days, Golden Years and Fat Dog
Slim. Up-to 2013, the business of Barking and Meowing heads were in good position, they gain
good market share in pet food industry. In this year, they also produce Grain-Free products like
Turkey Delight, Fish-n-Delish, Quackers and Tiny Paws.
Customer Analysis: A customer analysis of customers profile is a part of company's
business or marketing plan. It analyses target customers, identifies the needs of these customers
and then build a product accordingly to satisfy customer's needs. The customers of B&M heads
are all persons who kept with them and concerns for their pets diet.
Analysing customer's base is an important part for success of B&M Heads business.
These analyses plays an important role behind successful marketing plan. There are three factors
of customer analysis, which are explained below: Identify customers of a company: In this factor, the first thing company requires is to
identify its potential customer's. Who will going to purchase companies product? Who
really requires the particular products of a company? What benefits they will get after
purchasing particular product? Hence in case of B&M Heads, answer would be, the
persons who nurture Dogs and Cats will be their potential customers, while those

customers who cares for their pet will purchase companies product and they would get a
benefit through keep their Cats and Dogs healthy. Define customers needs: At this stage, company requires to identify needs of a customer.
Like for example, in case of B&M Heads, its customers wants healthy foods for their pets
to keep them healthy.
 Proof how company's product can meet these needs: In this step, company has to show
why their product is important for clients. This can be done by relating the needs of
customers with product features. Like for example Persons who keep Dogs and Cats
wants to make them healthy. So, B&M would show that their product is delicious and
highly rich in nutritions, to make their customers buy their products.
Conditions Analysis: It is also known as situational analysis, this helps company in
knowing different scenario based on working of new product in the market (De Vries, Gensler
and Leeflang, 2012). This analyses includes several factors such as: Past performance: These factors includes all the data's related to past performance of a
company. It also analyses previous up and downs in sales and revenue of existing product
of the B&M Heads. This factor builds conditions which told management about how
customer will react to these new product launched. Seasonal effects: As season also effects conditions of a market, therefore it is considered
as a factor. Changing in seasons also effects preferences and demands of a customers. Current Demand: For analysing conditions of market, the current demand is also taken
into considerations to know present status of a product.
 Previous customers feedback for their product: Every customer makes a mindset for
every successful and failure brands. Hence the success of any new product is dependent
on the condition that its old product should have good reputation in customers eyes.
Competitor Analysis: This types of Market analysis helps company in knowing present
competition level in the market. This factor is useful in making marketing plan and budgets. Like
for example, company analyses competition level to launch its new product to compete with
price, quality and services of competitors products. The big four companies which has
dominating power to influence pet market in UK are Mars, Nestle, Colgate-Palmolive and
Proctor & Gamble. These four companies also owes various subsidiary companies which are
explained below:

 Mars: Pedigree, Pal, Greenies, Royal Canin, Nutro, Chappi, Cesar, etc.
 Nestle: Bakers, Bonio, Winalot, Beta, ProPlan, Beneful, Purina One and Purina
Veterinary Diets.
 Colgate-Palmolive: Hills Science Plan, Hills Prescription Diets, etc.
 Proctor & Gamble: Eukanuba, lams, etc.
These are only companies which have enough funds for spending on TV advertising and
they can afford any cost for their product promotions. These Big four Corporations have long
understood the importance of the recommendations of veterinary medicine and for 'veterinary'
nutritional modules and veterinary methods for veterinary methods, with large scale monetary
incentives, their status as a 'dietary diet' Millions of people have spent to achieve.
Market Strategy
Marketing strategy is a long time and forward looking approach which uses planning
process to achieve goals through getting sustainable competitive advantage in the market
(Gummesson, 2011). Here the aim of Bark and Meow Heads is to introduce new innovative
ultra-premium range of organic wet food and selling them at moderate price to attract more
customers. Hence some of the marketing strategies for B&M Heads is explained below in several
steps:
 Making great Impressions: In this strategy, the focus of the company would be on
responding e-mails, answering phone calls and solving customer's queries. All staff has to
be nice with customers who is visiting to the shops and help them to find accurate
product which is good for their pets. Staff has to be like consultant and treat them like
patient. They requires to ask the needs of customer and resolve their problem by
suggesting exact products which meets their needs in proper manner. Utilise various marketing and promotion options: In this step, various options of
marketing and promotion will be utilised. These options or techniques are given below:
◦ Promotional activities: Here pet products which is natural and delicious ultra-
premium wet food will be promoted in the market through various promotional
activities like banner, pamphlets, free samples, etc.
◦ Blog: In this marketing strategic tool, B&M will post many blogs related to health
and safety of pets specially dogs and cats. The viewer will ask suggestions to improve

their pets health, at that time company will advice him to purchase B&M Heads
product.
◦ Digital Marketing: In this strategy, several tools like Email marketing, display
targetting, video hosting, website testing, content creation, etc (Wilson, Zeithaml and
Gremler, 2012). will be used to attract customer's.
◦ Social Media: Here several social media's like TV channels, news press, newspapers,
radios and magazines will be used.
◦ Newspapers: This social media will be used to advertise companies product in the
market.
◦ Road Shows: Banners and pamphlets will be distributed and a live road show will be
organised. Live pet competitions like dog race, cat jumps, etc. will also be organised
on public places.
◦ Business Fairs: This new organic pet product will be displayed in business fairs
where only interested persons visits (Hollensen, 2015). The advance announcement
will be done to companies existing customers and they will be requested to come with
their family members, relatives and friends.
Target Market Selection
Target Market: Customers who likes to keep pets, specially Dogs and Cats will be
targetted.
Reason: The main reason behind this choice is, the product which is organic healthy wet
ultra-premium pet food is only for Dogs and Cats, not for any other pets. Hence, these customers
are best suitable for target market.
Market segmentation: It is defined as division of different customers into segments to
focus only on interested customers (Peter and Donnelly, 2011). Some of the segmentation
strategies is given below:
 Geographical: B&M Heads new product will be launch in Manchester and Newcastle,
because these are most dog and cat friendly cities in Britain.
 Demographic: It is further divided into several segmentation such as age, race, religion,
gender, family size, income and education. Hence, B&M Heads will target people
having:

◦ Age between 14 – 24 years and 45 – 66 years, because children are close to their pets
and they will do anything to make their pets healthy.
◦ Race: All customers who loves pet will be targeted regardless of their race.
◦ Religion: Every religions like Christian, Muslim, Jewish, etc. are considered.
◦ Gender: Females will be given more priority for Cat foods and for Dog foods, men
will be considered.
◦ Family size: At least 5 people in family will be targeted.
◦ Income: People having income range between 4000 pounds to 15000 pounds will be
targetted.
◦ Education: Only educated people will be targetted.
 Psycho graphics: Only those persons which are deeply attach with their pets will be
targetted.
Product Positioning
Product Description in the market: The product of B&M will be described as new
innovative ultra-premium organic and delicious wet food sourced with British ingredients for
dogs and cats (Jobber and Ellis-Chadwick, 2012). This product is offering at moderate price and
useful to make good bond between pet and people.
Uniqueness in product: The main feature of this product is, it is organic and delicious
with British Ingredients. It is useful for only dogs and cats.
Key Differentiation factors: There are several differentiation factors which is given
below:
 It is available in moderate price, most consumer group could purchase this product.
 It is organic and delicious.
 It is wet food product.
 It is sourced with British ingredients.
 It is only for Cats and Dogs.
Market Mix Decisions
Price: Price of the product will be established on the basis of sales volume targetted and
variable cost per unit. Company has a target to earn 15% profit margin on every product. The
total cost identified for this product is £50000. Company has a 15% margin, so its products

market price would be (£50000 * 115% = £57500). It's estimated selling volume is 10000 units.
Therefore, the selling price will be (£57500/10000 = £5.75/unit).
Promotion: Product will be promoted through digital marketing, social media,
newspapers, public shows and live concerts (Kotler, 2011). Packaging will play an important role
in product promotion, it will be attractive and eye catching. No additional cost will be invested
on sales force.
Product: The product will be according to the needs of consumers. B&M has made
organic wet food product for consumers.
Distribution: This will be sold through companies own shops and to distributors with
5% of there shares on sales of 10000 units of a product.
Service: After sales services will be provided to its customers.
Financial Projections
2017 2018 2019 2020
Sales volume 10000 11000 12000 13000
Price/unit(£) 5.75 6 6.1 5
Variable cost/unit (£) 3.5 3.3 4 3.5
Contribution/unit (£) 2.25 2.7 2.1 1.5
Fixed cost (£) 6000 6000 6000 6000
BEP Point units
2666.66666
66667
2222.22222
22222
2857.14285
71429 4000
Budget (2018) Amount(£)
Digital Marketing 500
Public Show 2000
Advertisements 350
Live Concert 1000
Miscellaneous
activities 120
Total 3970

Marketing Plan Assessment
Controls: Activities will be controlled through checking all the events and measure it
with targetted figure. Critical Path Model will be used to get estimated time required to complete
particular tasks and it will direct by project managers and marketing managers to analyse
whether all things are done in planned way or not (Linoff and Berry, 2011). The basic objective
of the company will be increase production not work load.
Competitor Responses: Competitors actions will be taken as base to verify that
marketing strategy of B&M is responds to competitive threats (Lovelock, 2011). Strategy will
address political and regulations changes in plan.
Anticipated Results: Results will be measured on the basis of ROI, Sales units and
Profits. The targetted ROI is 15% and sales unit should reach 11000 units. Net profits should be
more than 12%.
CONCLUSION
In business plan, the marketing strategy part identifies actual customers and convincing
ideas to attract them for buy company's product. It also analyses the competition present to the
business. Developing a market strategy is important for every business. Presently, company is
looking out for range of delicious and nutritious ultra-premium wet food which would be full of
British-sourced ingredients. It also aims to serve customers with equal colourful packages.
Digital Marketing
Public Show
Advertisements
Live Concert
Miscellaneous activities

REFERENCES
Books and Journals
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage
Publications.
De Vries, L., Gensler, S. and Leeflang, P. S., 2012. Popularity of brand posts on brand fan pages:
An investigation of the effects of social media marketing. Journal of interactive
marketing. 26(2). pp.83-91.
Gummesson, E., 2011. Total relationship marketing. Routledge.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing. 75(4). pp.132-135.
Linoff, G. S. and Berry, M. J., 2011. Data mining techniques: for marketing, sales, and customer
relationship management. John Wiley & Sons.
Lovelock, C., 2011. Services Marketing, 7/e. Pearson Education India.
Peter, J. P. and Donnelly, J. H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Wilson, A., Zeithaml, V. A. and Gremler, D. D., 2012. Services marketing: Integrating customer
focus across the firm. McGraw Hill.
Online
Marketing, 2017. [Online]. Available
through<http://www.businessdictionary.com/definition/marketing.html>.
Marketing Week, 2017. [Online]. Available through<https://www.marketingweek.com/>.