Marketing Strategy and Plan for L&P's New Apple Flavor Product

This report presents a detailed marketing strategy and plan for the launch of a new apple-flavored product by L&P Company. It explores various marketing avenues, including online marketing through social media, website advertisements, and video clips. The strategy also encompasses screen advertising using public transport, marketing partnerships with companies like Saatchi & Saatchi, and promotional strategies such as sports event sponsorships, sample giveaways, price discounting, and product bundling. The distribution strategy focuses on direct sales, partnerships with souvenir shops, large distribution firms, and value-added resellers. Recommendations emphasize the importance of measurable marketing objectives, promotional strategies, and sufficient funding. The report references key academic sources such as Cavusgil et al. (2014), Hollensen (2015), and others to support its strategies.

Running head: MARKETING STRATEGY AND PLAN
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Marketing Strategy and Plan
Name
Institution

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Marketing Strategy and Plan
Introduction
Marketing of products is essential especially towards the adoption of new ones. The firm
is better placed to introduce the new product based on the fact that it has been existent and
offered similar products. The report records of the individual interests explored in launching the
product in as far as marketing is concerned.
Marketing Strategy
L&P has several means that it can explore its marketing activities to ensure it reaches a
considerable amount of people. In its marketing strategy, the firm shall explore several strategies
within the market to ensure it reaches a significant population as it seeks to introduce the new
product in the market. As a firm already in production of similar products, marketing the new
brand would be easier given the methods and avenues that it is going to explore.
Online Marketing
The online market consists of several aspects where people can be reached through the
official website, search engines, and the social media. The social media offers a large platform
for developing marketing policies that arrive at a wide range of individuals. The social media
remains open to a large group of people ranging from the youth, elderly, and across the social
classes. The firm, through its Facebook, Twitter, and Instagram pages shall advertise the new
products and run several ad campaigns therein challenging individuals to try the new product and
register their replies to the same avenue (Cavusgil, Knight, Riesenberger, Rammal & Rose,
2014). The links to the official website shall be created, where individuals shall contain more
information and get a detailed analysis of the products. At the same time, short video clips

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advertising the new product and those of people giving opinion shall be aired to create awareness
of the product.
Besides, the firm shall explore the use of short advertisement on advert sites such as
Youtube where the short clips shall exist. The clips shall be restricted to the regions where the
viable market remains open to ensure a clear strategy of winning the market. Furthermore, the
immediate company website shall be used to not only advertise the new product but also
consider the existing products to create a link for the product thus increasing the consumption
(Ritter, 2014). The online marketing provides several avenues that shall be instrumental in the
well-being and creation of awareness for the product.
Screening Advertising
Screen Advertisement consists of a strategy where posters and short advertising are
placed in strategic locations to create awareness of a new product in a market. The strategy is
useful to the extent that it can be viewed by people on a daily basis and in places that catch the
eye of the market (West, Ford & Ibrahim, 2015). The firm shall use the public transport for its
advertisement with a primary focus on the buses and trains connecting to the city and beyond.
The firm shall create posters and small screens and seek permission to have them on the means
of transport thus amassing broad awareness of the product. The power of advertising lies in the
visibility of a product, and, thus would be a clear strategy towards having people tries the
product.
Marketing Partnership
In today’s competitive world, the option of partnership towards marketing remains
inevitable, cost-effective, and largely advantageous. Partnership creates a way to grow, keep
budgets low while acquiring new clients while reaching business targets. The firm shall use the

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partnership opportunities with companies such as Saatchi & Saatchi as well as Doe Design to
have its products marketed as they pursue the same market in growing their brand name.
According to Momin, Neri, McCausland, Duke, Hansen, Kahende, & Stewart (2014), the type of
partnership increases the broad market acquisition while remaining cost-effective. The
introduction of the Apple flavor of L&P Company shall remain viable with the perfect
combination of the above and other companies seeking to grow their names. Proper standards
shall be placed to ensure the difficulties and competition from other firms does not affect the
operation aspect of the partnership.
Promotion Strategy
L&P plans to explore some activities in promoting its products to the market with a focus
on the introduction of the new product. The apple flavor is the center of focus in the promotion
where efforts shall be made to have people taste and experience the great taste of the product. In
the first case, the firm shall explore the opportunities presented through the sports facility to
enhance awareness of the product.
In this case, it shall utilize the local sports events such as football, cricket, and rugby
tournaments, where it shall partner with other firms in sponsoring the events while promoting its
new brand to the market (Huet, Frail, Lake & Snyder, 2015). Such populations are essential to
the business as it forms the vast majority of the product consumers.
For instance, the firm shall contribute a percentage of the total required for the tournament and
thus have a direct permission to air their adverts and product within the locations. Since a
considerable number of people take part either in game or audience to such events, the product
would enjoy a sure marketing in the process.
Sample Giveaways

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Product promotion entails having clients presented with a sample and experience the
great taste while offering feedback to the same. In the spirit of marketing, the firm shall organize
with selected stores a promotion program where people purchasing the company’s product shall
have the pleasure of receiving samples of the new product (Wolfe, Silmon, Plesko & Miller,
2014). The move would attract people to purchase the product, and in any case, they fail to
purchase, awareness would be created of the new product. Sample giveaways can also be done
during sports events where people can answer questions concerning the firm and receive
giveaways. The strategy is effective as it encourages a return purchase and product awareness to
the target population.
Price Discounting
The strategy of discounting remains fundamental in marketing principles, as in attracts
several sets of clients. The firm plans to provide a discount price on the new product either in a
package or when sold as a single product. The discounting shall go on for a specified period
sufficient enough to create awareness and a strong command for the product in the market. On
the other hand, the firm shall offer such discount in selected stores and sporting events where
considerable populations can feel the effect of the product thus encouraging repeat purchases and
referral products (Hollensen, 2015). The discounting structure shall not only encourage people
towards trying the product but also attract a new segment of consumers to the business.
Product Bundling
Bundling of goods is a superior strategy towards promoting the consumption and
subsequent marketing of a product. Bundling can be done with other firm’s products while in
other cases done with own company-related commodities. The apple flavor shall be bundled with
other flavors offered by the firm and sold at a discount price to attract more clients while gaining

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the experience to the great taste. A 10 percent discount shall be introduced to the bundled
products, where a special message introducing the new product shall be well labeled strategically
to target the market. The strategy shall attract and encourage repeat purchases thus satisfying the
core purpose of the marketing venture.
Distribution Strategy
Distribution refers to the process of ensuring products or services are available to the
market in the desired proportion. Apportionment of a product determines the rate at which the
market shall gain knowledge and develop an interest in a product. According to Eusebio (2017),
the visibility of a product in several locations creates the notion and appetite to try a product and
register the experience therein. The firm shall embrace a direct sales scenario to the immediate
areas while employing indirect sales through marketing intermediaries.
As a result, the firm shall decide to partner with the souvenir shops where a direct sale
shall be done in locations within while expanding the distribution across the region (Gleghorn &
Harper, 2015). At the same time, the firm shall partner with large distribution firms to have their
products reach a multitude of people. The firm shall have direct contacts with other wholesalers
in the region to have the product replenished and advertised adequately in their respective
locations. On the other hand, the company shall explore the option of value-added resellers who
can buy products directly from them and bundle them up with their services or with other
products before selling to the end user.
In pushing the new product further, optimization of existing products shall occur where
special bonuses and discounts shall be given to ensure the distributors promote the new product
and increase its sales (McKinnon & McKinnon, 2017). An assessment of the distribution
channels shall be done where the most profitable ones will receive the largest batch of products

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(Gleghorn & Harper, 2015). By using the largest firms and those with a high sales margin, the
new product shall remain known to the market. Snack joints and school canteens shall receive
distribution which is essential towards creating awareness and increasing the purchase of the
present and new product.
Selective distribution shall occur where the apple flavor shall be sold in combination with
the rest in areas where consumption remains high. Selective distribution shall remain essential in
ensuring products thrive in the market as opposed to placing them in locations with little sales
(Rushton, Croucher & Baker, 2014). The study shall allow for the election of exclusive stores to
enjoy the product. Large distributors do not charge expensively as they offer reverse logistics
essential in product flow (Grabara, Man, &Kolcun, 2014). For the marketing period, a close
management of the distribution channel shall exist to ensure it goes according to the plan. In the
end, the firm shall provide a wide spread of the product in the market, thus accomplishing the
marketing aspect of the apple flavor.
Recommendation
Marketing can be essential in promoting a product and introducing a new brand to the
market. L&P makes sure to have its marketing objectives, measurable, specific, and accurate
towards delivering success. The primary focus should be on the new product with a specified
target population. The marketing venture ensures the product reach the clients in the right market
according to the forces of demand and supply. The firm needs to explore all the strategies but
place a particular focus on the promotional strategies. The act of conducting road shows and
advertising remains important and core steps towards introducing a new product. Thus, the focus
is needed as well as the allocation of sufficient funds towards the venture. Sample and product

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giveaway is a sure way of having individuals get the experience of a product and thus drive
interest and referral purchase to the apple flavor.

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References
Cavusgil, S. T., Knight, G., Riesenberger, J. R., Rammal, H. G., & Rose, E. L. (2014).
International business. Pearson Australia.
Eusebio, R. (2017). Marketing II. Marketing, 2018.
Gleghorn, G. D., & Harper, A. (2015). Logistics and Supply Chain Management and the Impact
of Information Systems and Information Technology. In Technology, Innovation, and
Enterprise Transformation (pp. 295-301). IGI Global.
Grabara, J., Man, M., &Kolcun, M. (2014). The benefits of reverse logistics. International
Letters of Social and Humanistic Sciences, 15(2), 138-147.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Huet, A. L., Frail, C. K., Lake, L. M., & Snyder, M. E. (2015). Impact of passive and active
promotional strategies on patient acceptance of medication therapy management services.
Journal of the American Pharmacists Association, 55(2), 178-181.
McKinnon, A. C., & McKinnon, A. C. (2017). Starry-eyed II: the logistics journal ranking
debate revisited. International Journal of Physical Distribution & Logistics Management,
47(6), 431-446.
Momin, B., Neri, A., McCausland, K., Duke, J., Hansen, H., Kahende, J., ...& Stewart, S. L.
(2014). Traditional and innovative promotional strategies of tobacco cessation services: a
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Olhager, J., Pashaei, S., & Sternberg, H. (2015). Design of global production and distribution
networks: A literature review and research agenda. International Journal of Physical
Distribution & Logistics Management, 45(1/2), 138-158.

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Ritter, J. (2014). " What is the role of marketing in strategic planning"?. The Business &
Management Review, 4(4), 88.
Rushton, A., Croucher, P., & Baker, P. (2014). The handbook of logistics and distribution
management: Understanding the supply chain. Kogan Page Publishers.
West, D. C., Ford, J., & Ibrahim, E. (2015). Strategic marketing: creating competitive advantage.
Oxford University Press, USA.
Wolfe, D., Silmon, V., Plesko, T., & Miller, K. (2014). Marketing Plan: Dallas Integrated
Corridor Management (ICM) Demonstration Project (No. FHWA-JPO-14-112).