Comprehensive Marketing Plan Report for Smith's Snackfood Company

This report provides a comprehensive overview of the marketing plan for Smith's Snackfood Company, focusing on its crinkle-cut chips. The analysis begins with an introduction to the company and its market position, followed by an examination of consumer segmentation, brand strategy, and positio...Read More

Running head: Marketing management
Marketing management

Marketing management
Table of Contents
Introduction.................................................................................................................................................3
Section 1.Segmentation and brand strategy.................................................................................................3
Consumer segmentation..........................................................................................................................3
Primary and secondary market....................................................................................................................5
Positioning/perceptual map........................................................................................................................6
Brand strategy.............................................................................................................................................7
Section 2.Objectives....................................................................................................................................8
Marketing objectives...............................................................................................................................8
Financial objectives.................................................................................................................................8
Section 3. Marketing program.....................................................................................................................8
Product development, pricing and distribution plan................................................................................8
Integrated marketing communication plan...........................................................................................10
Section 5.Sheduling, forecasting and control............................................................................................11
Marketing scheduling and budget.........................................................................................................11
Forecasting............................................................................................................................................11
Control...................................................................................................................................................11
Conclusion.................................................................................................................................................11
References.................................................................................................................................................12
Appendices................................................................................................................................................15
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Marketing management
Introduction
The main aim of this task is to provide a brief overview about the marketing plan. It is the second
part of the assignment. In first part, SWOT analysis, Pestle analysis and porter five forces
analysis was done by the Smith Snack food Company. Smith’s crinkle cut chips product has been
taken in the task which is one of the well known brands across the world. Here is the discussion
about the marketing mix strategies of the firm. It explains that how the organization makes
integrated communication plan to expand and flourish the business effectively. Apart from this,
the company focuses on the target market to hit the competitors globally. Forecasting,
monitoring and controlling have been explained in the task. Further detail of the task has been
detailed below.
Smith’s snackfood company is a British Australian manufacturing company which is well known
for its potato chips. It is owned by the American multinational company PepsiCo. The
organization manufactures and sells various types of Snack foods. The organization was
incorporated in 1920 in the United Kingdom. The main aim of the firm is to render unique
services to the target audience. It will help to accomplish the desired objectives and targets
(Smiths, 2018).
Section 1.Segmentation and brand strategy
Consumer segmentation
Segmentation plays a vital role to attract and retain the customers in the international market.
According to the research findings, it can be stated that the Smith’s snack food company has
ensured that the products and services are produced in an effective manner for the health
conscious consumers in the global market. The company focuses on the tastes, preferences and
choices of the consumers in order to increase the sales and revenue of the firm. It has been
analyzed that segmentation is a process of dividing the entire market into the different segments
to meet the long term goals and objectives (Forbes, Kahiya and Balderstone, 2016). The older
people come in the main segment of the firm. This segment is highly encompassed of older
people in the society that holds a significant share of the market. Along with this, middle and
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upper class people are also considered the main target market of the company in the competitive
market. The firm has confirmed that product’s fat level is below 40%. To ensure convenience,
the organization has several packs from which that a purchaser can choose. It has been noted that
majority of impulse buyers chose the smaller packs as compared to the larger packs. It has been
analyzed that kids are considered the primary consumers of snack chips. As such, the company
has put various types of effective and unique strategies to attract and retain consumers in the
global market. To satisfy the needs and requirements of the kids, the organization has always
been producing the snacks in the marketplace. This has enabled the firm control a large share of
this market. Smith’s crisp is one of the biggest brands of Smith’s snackfood company. The other
brands include Twisties, and Doritos that help in increasing the revenue of the firm (Duarte,
Raposo and Ferraz, 2013).
Along with this, segmentation is done by the company on the basis of geographic, demographic,
behavioral and psychographic areas. In demographic basis, Smith’s snackfood company focuses
on the weather, and climate of the country to attract target market across the world. It will help to
increase and enhance the sale of Smith's Crinkle Cut chips in the global market. Along with this,
demographic area also affects the growth and progress of the firm. In demographic areas, the
company also focuses on the age, sex, occupation, relationship status, and religion to maximize
the number of customers in the international market. Psychographic area includes personality,
values and social class life. These factors also affect the selling process of the firm. The firm
needs to identify and analyze these factors to overcome the competitors. Lastly, behavioral
factors also affect the profitability of snack food Chips Company (Oakes and Smith, 2013).
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(Source: https://medium.com/think-with-startupflux/customer-segmentation-models-
52ef7738823a)
The above mentioned customer segmentation model shows that how the Snack food Chips
Company is dividing its market on the basis of geographic, psychographic, demographic and
behavioral areas.
Primary and secondary market
The primary market of the company include middle class, upper class and kids who like to eat
chips in various flavor at any price. This market also includes the grocery retailers who buy the
company’s products to resale the products in the global market. The primary market helps in
making effective decisions within the organization. It shall be noted that primary target market
plays a remarkable role in the decision making process in the organization. When the company
introduces new snacks and chips in the market, then a marketing research and survey is done by
the firm to analyze and identify the tastes, preferences and choices of primary target audience.
By considering the primary target market, Snackfood Chips Company has been able to make a
dynamic image in the minds of the customers. The secondary market include older people who
buy the snackfood Chips in the marketplace (Groza and Ragland, 2015).
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The above mentioned diagram indicates that primary target market plays a significant role to sell
the snackfood chips products in the market. The diagram shows that primary market covers 55%
area of the entire market and rest of market covered by the secondary market.
Positioning/perceptual map
After considering the needs and requirements of the consumers, level of involvement of primary
market and competition, an effective and dynamic positioning map is created for Smith’s
Snackfood Company (Bamiatzi and Kirchmaier, 2014). By this positioning map, the company
attempts to show the thoughts, ideas and perception of its customers in the global market. The
positioning map for Smith’s Snackfood Company has been elaborated below.
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Relatively high growth rate
Dover
Smith’s Snackfood Co.
Relatively less relatively healthier
Healthy products offerings products offerings
Hitachi Ltd.
Relatively low growth rate
The positioning map of Smith’s snackfood company shows that the company is making unique
and effective decisions regarding the products that have been offered by the firm. This
positioning map also helps in identifying and analyzing the prices of the products. The company
also focuses on the kids and upper class people to maximize the outcomes and returns in the
international market. Also, it will help to overcome the competitors (Gupta and Jaiswal, 2013).
Brand strategy
A brand strategy is a plan made in advanced with the intent to enhance and increase a company’s
brand visibility in the consumer marketplace. By using this strategy, the company has been able
to increase and enhance the brand equity and consumers trust. Brand strategy is initiated by
Smith’s snackfood Company to create a strong and attract image in the global market. In brand
strategy, firstly the company determines its long term objectives and goals in the competitive
market. No company can survive and grow its business without setting effective goals and
objectives (Weinstein, 2013). Goals and objectives provide a right and effective platform to the
company for attaining long term mission and vision. After setting the goals and objectives,
Smith’s Snackfood Company analyzes and evaluates the choices, desires and tastes of the target
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audience. For this purpose, a comprehensive market research and survey is done by the firm. It
analyzes and identifies the primary and secondary market to gain competitive advantages
globally. After analyzing the needs and requirements of the consumers, the firm identifies and
measures the barriers and issues that are existed in the market. These barriers and obstacles are
also known as market conditions and they can keep the company’s products and services from
being successful. Branding strategy helps in identifying and measuring the target audience that
helps to determine the progress of the firm (Kahiya, Forbes and Balderstone, 2016). Besides this,
the company uses effective and attractive packaging strategy to attract the smith's Crinkle Cut
chips products in the international market. In addition, promotions and advertisement are done
by the firm under the branding strategy. The company cannot attract the maximum of customers
without using promotional and advertisement strategy. Packaging strategy helps in
differentiating the products of the firm from the competitors. Branding strategy is important for
leaders, top management and employees within the organization. To make successful and
effective image in the market, Smith’s Snackfood Company focuses and measure the actions,
plans and procedures of the competitors. It will also help to strive with rivalries in the
marketplace. In this way, it has been noted that the company uses unique and attractive branding
strategy to make a strong financial position in the global market (Wismer, 2014). It shall be
noted that Smith’s snackfood company uses unique and effective branding strategy such as
Ansoff matrix strategy. It is one of the biggest and attractive branding strategies. It includes
product development, market penetration, diversification and market development.
Market development: It is one of the biggest stages of Ansoff matrix for the firm. With using
market penetration, the company has been able to capture the whole market in the global world.
Product development: In this strategy, Smith’s snack food Company tries to create new
products and services targeted at its existing market to attain growth and success.
Market development: By using this strategy, the firm tries to expand and explore its business
activities and operations after focusing on the different markets.
Diversification: It is one of the effective and unique strategies of the firm. The organization tries
to grow and explore its market share by introducing and offering new products in the
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marketplace. It is most risky and challenging strategy because both the market and product
development is required.
Branding strategy for Smith’s Snack food Company
Section 2.Objectives
Marketing objectives
Smith’s Snackfood is one of the biggest and leading brands in the world who offers various types
of chips to the consumers in the international market. In today’s era, the company is the leading
player of savoury snacks with a value of 25% in 2017. The organization offers crinkle cut potato
chips in various features and flavors. After analyzing the assessment 1, two appropriate
objectives to attain growth over the 12 months period have been detailed below.
 To increase in sales and revenue by 10% till June 2019. It is one of the foremost
objectives for Smith’s Snackfood Company.
 Secondary, the organization wants to become a global player in snack food industry. In
this way, the firm can achieve its long term mission and vision by minimizing the cost of
the firm (Zikmund et al, 2017).
Financial objectives
 To increase and enhance the market share by 10% till June 2019.
 To attain financial sustainability in the competitive snack food industry in the country.
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Section 3. Marketing program
Product development, pricing and distribution plan
The marketing program plays a significant role in each and every company to retain maximum
number of clients in the market. Smith’s snackfood company uses marketing mix to overcome
and retain the competitors globally. The product development, pricing and distribution plan have
been stated below (Confos and Davis, 2016).
Product development: One of the significant strategies that used by the firm is product
development. It shall be noted that Smith’s snackfood company focuses on the quality and
features of the crinkle cut chips products to enhance and attract the kids in the global market
(Smith and Zook, 2011). Under this strategy, the firm produces innovative products for
increasing and enhancing the selling activities of the company. The smith’s crinkle chips is one
of the attractive brands of the firm. The other products include Cheetos, Burger Rings, Cool pak
popcorn, Frazzles and grain waves etc. To maximize the profitability and revenue, Smith’s
snackfood company focuses the quality and aspects of the competitor’s products. It will help to
distinguish its products from the rivalries. In today’s era, the firm is trying to introduce new and
innovative products in the marketplace to become successful in the international market
(Papadopoulos and Martín Martín, 2011).
Pricing strategy: The price of the products in Smith’s Snackfood Company is based on the
quality and aspects of the products. It has been stated that the competitor’s products are less
expensive as compared to Smith’s snackfood company. The company sets the higher prices of
the products due to its unique features and quality (Lamb et al, 2011). The customers can pay
extra money due to get better quality of the snack food products. Sometimes, the company also
provides discounts and offers to the customers to increase and enhance the purchasing power of
the customers in the international market. The company makes effective and unique pricing
decisions after considering the needs and wants of the consumers (Wheelen and Hunger, 2011).
Distribution/place strategy: The Company uses effective and valuable distribution channel to
sell the crinkle cut chips across the world. It shall be noted that the company follow FMCG
channel of distribution (Kotler, 2015). Effective and dynamic place are decided by the firm to
increase the demand of the crinkle cut chips products in the market. The firm sells its products to
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retailers and distributors. The consumers can buy the products through distributors and retailers.
The crinkle cut chips products are great in demand. With the help of crinkle chips products, the
organization can easily move their other products and services in the market. Along with this,
distributors get discounts on the attractive and stronger products, if they purchase some weaker
products (Barquera et al, 2018).
The implementation plan for Smith’s snackfood company has been stated below.
Actions Duration Explanation
Product or service
development
4 Weeks The company will plan to
produce its products such as
crinkle cut chips effectively. It
will maintain product quality
by using effective material.
Set pricing strategy 3 weeks The firm will fix the effective
and unique prices of the
products to attract more
customers. It also provides
discounts and offers on the
special occasion.
Distribution strategy 5 weeks The firm will make endeavors
to find out the extensive
network for selling the
products.
Selection of promotional
factors
4 weeks The marketing managers
select the suitable
advertisement and
promotional channel to
improve and enhance the
brand image in the eyes of the
target market.
Implementation of strategies 3 weeks At this stage, the firm will
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Marketing management
implement the marketing
strategies in the process.
Now it has been recommended that the company should focus on the product, price and
distribution strategy in order to meet the long term requirements of the firm. Along with this, it
should focus on the advertisement and packaging strategies to retain the consumers and to
promote the smith crinkle cut chips products.
Integrated marketing communication plan
The company uses integrated marketing communication to maintain good relationship with
customers in the market (Steenkamp, 2017). By using this plan, the company has been able to
attain long term goals and objectives in the competitive market. Smith’s snackfood company
maintains effective coordination and communication with customers by using integrated
marketing communication plan. The integrated marketing communication plan includes
advertising, public relations, direct marketing, sales promotions and personal selling. Effective
advertisement strategies are used by the company in integrated marketing communication plan.
Furthermore, the employees of the firm make unique relationship with public to promote the
products of the firm. The organization can use direct selling and promotional tools to enhance
and increase the sale in the global market (Percy, 2014). The integrated communication plan for
Smith’s snackfood Company has been detailed below.
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Section 5.Sheduling, forecasting and control
Marketing scheduling and budget
Before initiating the marketing plan marketing scheduling is done by the firm. In this stage, the
company fixes the time to perform tasks and duties effectively. Along with this, effective and
appropriate budget is made by the company. Budget is made by the company after considering
the all costs and expenses (Forbes, Kahiya and Balderstone, 2016). Scheduling also plays a vital
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Review of marketing plan
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Advertisin
g
Sales
promotion
PR/Publicity Personal
selling
Direct
marketing
Internet/
interactive
Advertising
objectives
Message
strategy
Sales promotion
activities
Sales promotion
strategy
PR /publicity
objectives
PR/publicity
strategy
Personal selling
objectives
Personal selling
strategy
Direct
marketing
Direct
marketing
strategy
Internet/
interaction
Internet/
interaction
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC program

Marketing management
role while making marketing plan for Smith crinkle cut Chips Company. Under scheduling,
documentation and other formalities are done by the firm to initiate the marketing plan.
Forecasting
Forecasting is done by the company to initiate the marketing plan effectively and efficiently. It
will help to reduce and eliminate the future risks and challenges in the marketplace. Furthermore,
the company can attain its long term mission and vision effectively (Belch et al, 2014). The
company also uses spreadsheet to arrange the data effective and efficiently. It will help in
calculation and keeping data separately.
Control
To maintain the control on the various activities, the organization focuses on the finance,
marketing, customer’s choices and innovation. After making a plan, monitoring and controlling
is done by the firm effectively (Smith and Zook, 2011). Now it is recommended that the firms
should make effective budget to make marketing plan successful. Along with this, it should focus
on the Ansoff matrix to capture and cover the entire market for launching the new and innovative
snack food products in the global market. Effective marketing team shall be appointed by Smith
Snack food Company to implement new marketing plan for Smith crinkle cut chips.
Conclusion
On the above mentioned analysis, it has been found that Smith’s snackfood is one of the leading
companies in the world who is providing various types of snack foods to the customers.
Marketing plan is made by the organization to beat the competitors. The above analysis shows
that how the firm makes marketing plan after considering the choices and needs of the
customers. The company uses marketing mix strategies and STP (segmentation, positioning and
targeting) strategies to make unique and effective marketing plan. Lastly, forecasting and
monitoring is done by the Corporation to gain competitive advantages. In this way, the company
can initiate the marketing plan for attracting more consumers.
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Appendices
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