Marketing Plan: Prom Coast Ice Cream and Sorbet, Victoria, Australia

This project presents a comprehensive marketing plan for Prom Coast Ice Cream and Sorbet, a business located in Toora, Victoria, Australia. The project begins with an introduction to the importance of marketing plans for business growth and success, specifically within the ice cream manufacturin...Read More

PROJECT

Table of Contents
INTRODUCTION ..........................................................................................................................3
EXTERNAL ANALYSIS ...............................................................................................................3
Macro environmental trend analysis ..........................................................................................3
Micro/ Industry analysis .............................................................................................................5
TARGET MARKET .......................................................................................................................8
INTERNAL ANALYSIS.................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing of the products and services is required top promote the product and attract
customers towards the business for the success and growth of the organisation. Marketing plan
assist in scheduling the activities related to the promotion of products to successfully promote the
product in the target market. The business is related to ice-cream and sorbet making which is
situated at Toora in Victoria, Australia which was started in the year 2016. The name of the
business is Prom Coast Ice cream and Sorbet which is involved in ice-cream manufacturing
industry. In this project, It will contain the information about internal and external factors which
may affect the business operations. Moreover, it will provide understanding of the target market
of the business. The company provides various products which consist of dairy, Non - dairy and
gluten etc. The business is facing intense competition, expensive regulation cost etc. The
marketing plan is important for this business it assists in attracting more customers towards the
business. It consists of components of marketing mix such as price, place, promotion and
product. With this P's of marketing the business is able to identify their success rate and can
attract customers towards the products by focusing on these elements of marketing.
EXTERNAL ANALYSIS
Macro environmental trend analysis
Environmental analysis is important for business to identify the business opportunities
and threat which may have their impact on the business operations. The Pestle analysis assist in
identifying the macro environmental factors which have their impact on the organisation
activities.
 Political trends : Political factors are those which are related to the government
intervention in the business activities. It means if there are any changes in the
government policies, taxation polices etc (Kerzner & Kerzner, 2017). then the ice cream
industry will be affected at large. For example, changing taxation rate in this industry
have their impact on the business operation due to which the profitability of the
organisation is reduced with the increase in the taxation rate. The regulation which are
imposed on this industry have their negative impact on the business operation.
 Economic trend : It consists of economic factors which includes, inflation ,demand and
supply, interest rate etc. as if there are any changes in these factors the ice cream
manufacturing industry will be affected. It is identified that the consumer price of the

ice cream and Sorbet is increased which is beneficial for the growth of the industry as
consumer spending increases the demand for the ice cream products provided by this
company. For example, if there is increase in inflation than the price of the ice cream
products will rise due to which the demand for the products provided by this company
will reduce and thus it will have negative impact on the business whereas on the other
hand if there is economic stability in the market which will be beneficial for the
company has will perform its operation effectively and efficiently (Larson & Gray,
2017). Also, the business operations are affected due to seasonal changes as customers
are less attracted in winters as compared to summer towards ice cream.
 Social trends : It consists of trends such as change in lifestyle, demographics, behaviour
and attitudes which have a significant impact on the business operation. Changes in these
trends have impact on the company profitability and customer base. Changes in
customer preferences to healthy products is the trend which is emerging. Customers
requires healthy products to consume safe products for their health safety. Prom Coast
Ice cream and Sorbet provided coconut ice cream which is healthy for the consumption
of the customers and thus it attracted most of the customers towards the brand.
 Technological trends : The technological trends are increasing with the advancement in
technology there have been increase in using the various website which assist in
attracting the customers toward the products and services. Technology assist in
providing better packaging and seal system. Prom Coast Ice cream and Sorbet is using
the Facebook and other social media sites to attract customers toward their ice cream. If
the company is using the latest technology for the business operation than it will have a
positive impact on the business and vice versa.
 Environmental trends : Growing trends of environmental friendly products have their
impact on the business activities. With the change in climatic condition the products
provided by the ice cream industry have their impact. It is required that the organisation
involved in the ice cream industry must perform their activities without harming the
environment and use the machine that consume less energy to reduce the negative
impact on the business operations.
 Legal trends : There are various laws and legislation which have their impact on the
activities performed by the organisation involve din this industry (Schwalbe, 2015). For

example, health and safety laws etc. if not complied properly have their negative impact
on the business operation while if the business comply with all the regulation applicable
on their business than it will have positive impact on their business and it will be able to
perform its activities smoothly.
From the above analysis it can be concluded that there are various factors which have
their influence on the business operation and the firm in order to reduce their negative impact is
required to adopt the change happening in the environment to perform their function smoothly.
Micro/ Industry analysis
Identification of industry
The Prom Coast Ice cream and Sorbet is involved in the ice cream manufacturing
industry and provide various ice cream flavours. Moreover, it provides dairy, non - dairy and
gluten products. The ice cream industry in Australia provide different types of ice cream
products which assist in attracting customers toward the products and services provided by this
industry.
Market Review
The ice cream manufacturing industry is growing as large number of customer are
attracted towards the different flavours of ice cream. The market size of this industry is growing
and becoming large with the increase in the business operating in this industry (Fleming &
Koppelman, 2016). The main causes of the changes in this industry are taste and preference of
the customer, price changes, different flavours etc.
Critical success factor
The success factor assist in the growth and success of the company. The critical success
factors for ice cream company consist of population growth, increasing disposable income, new
and unique flavours etc. It also includes access to niche market and supply contracts (Tello &
et.al., 2016).
Porter five forces analysis of Industry
With the help of porter five forces analysis the business is able to identify the
opportunities and threat which are associated with their business. It includes various factors

which are provided below to understand the industry and competitiveness exiting in the ice
cream manufacturing industry.
 Bargaining power of buyers : In this industry the bargaining power of buyers is high
because there are various different ice cream brands exiting in the industry to which the
customers can switch (Heagney, 2016). The products provided by ice cream companies
are easily available at the super market and other places which means the customer have
different choices which affect the company and thus they have to be competitive and
provide the products according to the requirement of customers.
 Bargaining power of suppliers : The suppliers of the material to the ice cream
companies are more than there are many suppliers involved in this industry due to which
there is high competition existing among the suppliers. Moreover, there are diverse
distribution channels available in this industry.
 Threat of substitute products : There are limited substitutes available in the market for
the ice cream and dairy products due to which there is moderate level of risk associated
with the industry with regards to substitutes (McLaren & et.al.,2018). The customers
have limited option s available as substitute in the Australian ice cream industry.
 Threat of competitive rivalry : There is high competition existing in this industry due to
which the firm are using competitive pricing strategies to attract the customers towards
the products and services.
 Threat of new entrants : There are more individual which are attracted towards this
industry (Thomas,2017). The cost of required for establishment of the firm in this
industry is high and also there is requirement of strong brand image and distribution
channels due to which there are low chances of entering in this industry as there are
many existing firm having strong brand image.
On the basis of above analysis it is identified that the industry is attractive as large
number of customers attracted towards this industry and there are less substitutes available for
the products and services which means there are chances of high profitability.
Supply and distribution channel

The distribution channel assist in reaching the customer to sale their products and
services. It is required by the small business to have strong distribution channel for providing to
customers. Prom Coast Ice cream and Sorbet have partnered with local distributors to deliver the
raw materials and to distribute the products to the customers.
Competitor Analysis
The competitor for the business in this industry consist of Norco Co - operative and
Unilever Australia Group Pty LTD. Norco Co- operative limited provide dairy products and
stock feed. But Prom Coast Ice cream and Sorbet provide unique products which are not
provided by its competitors such as coconut flavour ice cream, garlic ice cream which are
healthy for the people.
Marketing mix Prom Coast Ice
cream and Sorbet
Norco - Co operative
limited
Unilever Australia
Group Pty LTD
Price The price offered by this
company is lower than
that of the competitors
with the high level of
quality (Harrison & Lock,
2017).
It provides the products
which are dairy and stock
feed which are not
provided by Prom Coast
Ice cream and Sorbet that
act as competitive
advantage for these
competitors but the prices
are higher than the price
offered by Prom Coast Ice
cream and Sorbet
It offered the high
prices for the
products and
services.
Promotion It uses social media such
as Facebook and
Instagram which is a
competitive advantage for
this business.
It does not have the social
media presence which act
as disadvantage for the
business.
Unilever have social
media presence but is
less active.
place The location of the The place selected by this It stores of Unilever

business is attractive and
attract more customer
towards the business.
business is not attractive
as there are less customers
attracted towards this
place.
are located at the
high customer -
oriented place which
assist in attracting
more customers
towards their
products and
services.
Product It provides unique product
such as coconut ice cream,
garlic ice cream etc.
it does not have this
flavours
It does not provide
this type of flovaours.
TARGET MARKET
Who buys The customer target for this industry consist of
people from all age groups. The customer have
different attitudes towards the products based on
the brand and price.
Why they buy They buy the product to increase their
satisfaction level.
when they buy The ice cream products are mostly preferable
during the summers. People like to have ice
cream every week.
How they buy Mostly the customer buy the products through
store and give less preference to online stores
(Kliem & Ludin, 2019).
Influence on their decision making The buyer is influenced by the flavours provide
deb y the company , taste and preference, price ,
quality , demand, brand etc.
How often do they buy product They buy product on the basis of quality, unique

flavours, brand etc.
INTERNAL ANALYSIS
Competitive advantage
Capabilities and resources of the business
 Providing unique and innovative flavours such as coconut ice cream.
 New packaging which is unique, innovative and elegant.
 It has collection of over 20 branded freezers.
 It has won the gold in Orange flavoured sorbet.
 It uses the resources such as machinery and other equipment effectively.
 Resources of the business include ice cream, dairy product, glutton, sorbet , equipments,
funds etc.
Evaluation of current marketing strategy
Are they good considering the external environment?
Yes , Prom Coast Ice cream and Sorbet is considering the external environment in order
to adopt the changes happening ion the environment to gain competitive advantage (Sharp,
Peters & Howard, 2017). The marketing strategies adopted by this business assist in identifying
the change happening in the environment which have their positive impact on the business.
Do they help the business to achieve its goals, vision and mission?
Marketing strategies adopted by the business help in achieving their objectives as it
attract the customers towards the products. By using technology sites the business is
gaining customer attraction which is beneficial for the growth and success
of organisation.
SWOT analysis
Strength
 Innovative product
 Strong distribution channel
 Collection of over 20 branded freezers
 Won gold medal at Australian food
awards 2016
Weakness
 Products have lowest embedded food
miles.
 lack of customer base (Kuppuswamy
& Bayus, 2017)

opportunities
 providing product to other market
 Using more advanced technology
 Using social media for gaining
customer attraction (Cleden, 2017)
Threat
 Intense competition
 Expensive regulation cost
 Isolation from major market
CONCLUSION
From the above assignment it has concluded about the internal and external analysis for
the business to identify the opportunities and threat for the business and the factors which may
affect the business operation. It has provided information about the marketing strategies and the
marketing mix components such as product, price, promotion and place.

REFERENCES
Books and Journals
Kerzner, H., & Kerzner, H. R. (2017). Project management: a systems approach to planning,
scheduling, and controlling. John Wiley & Sons.
Larson, E. W., & Gray, C. F. (2017). Project management: The managerial process. McGraw-
Hill Education.
Schwalbe, K. (2015). Information technology project management. Cengage Learning.
Fleming, Q. W., & Koppelman, J. M. (2016, December). Earned value project management.
Project Management Institute.\
Heagney, J. (2016). Fundamentals of project management. Amacom.
Thomas, G. (2017). How to do your research project: A guide for students. Sage.
Harrison, F., & Lock, D. (2017). Advanced project management: a structured approach.
Routledge.
Kliem, R. L., & Ludin, I. S. (2019). Reducing project risk. Routledge.
Sharp, J. A., Peters, J., & Howard, K. (2017). The management of a student research project.
Routledge.
Cleden, D. (2017). Managing project uncertainty. Routledge.
Kuppuswamy, V., & Bayus, B. L. (2017). Crowdfunding creative ideas: The dynamics of
project backers in Kickstarter. A shorter version of this paper is in" The Economics of
Crowdfunding: Startups, Portals, and Investor Behavior"-L. Ho rnuf and D. Cumming
(eds.).
McLaren, S. J. & et.al.,(2018). The relationships between internal and external measures of
training load and intensity in team sports: a meta-analysis. Sports Medicine. 48(3). 641-
658.
Tello, E. & et.al., (2016). Opening the black box of energy throughputs in farm systems: A
decomposition analysis between the energy returns to external inputs, internal biomass
reuses and total inputs consumed (the Vallès County, Catalonia, c. 1860 and
1999). Ecological economics. 121. 160-174.