Marketing Plan for McVities: Product Launch and Market Strategies

This report provides a comprehensive analysis of McVities' marketing plan for the launch of their chocolate cake biscuit. It begins with an introduction to marketing plans and their significance in business, followed by a detailed examination of McVities' marketing strategies. The report outlines the company's objectives, action plans, and budget allocation, emphasizing promotional tools, pricing strategies, and distribution methods. It also includes a forecast of sales and costs, along with a discussion of segmentation, product positioning, and control mechanisms within the organization. Furthermore, a SWOT analysis is presented, highlighting the company's strengths, weaknesses, opportunities, and threats. The report concludes by summarizing the key findings and emphasizing the importance of marketing plans in achieving business objectives and increasing market share. References to relevant marketing literature are also included.

Marketing Essential
Task 3

Table of content
• Introduction
• Marketing plan for organisation
• Conclusion
• References

Introduction
Marketing plan is the foundation of every business that help to decide the
goals and objectives of business industry. The main object of marketing
plan is to take the corrective action by formulating the different types of
business strategy that help to run a business effectively. The current
report will discuss about marketing plan and SWOT analysis of Mc
Vitie's that uses number of strategy to attract the customers.

Marketing Plan
Marketing plan for McVities'
As marketing plan is a business document which outline the marketing
strategy for the development of new product & service. In this regard manager
is responsible to develop a marketing plan which is for stipulated time period
and consist of all important details that includes action plan, target market,
cost etc. With the help of effective marketing plan more market share can be
capture by the organisation which is helpful in context to the success of
business.

Continued...
As McVities' is planning to launch a new product that is chocolate cake biscuit
and target consumes are belongs to the age group of 5 to 40 years and this new product
has initially launched in United Kingdom. The cost of product is 1.5 GBP and in this
regard it is important for the manager of company to develop a effective marketing
plan so that predetermined objectives can be accomplish.
1. Objectives: As the main objective of marketing plan is to maximize the sales so that
market share of McVities' can increase. Along with this company has emphasis to
provide better quality products in order to satisfies the needs of consumers and
brings leadership in the market of United Kingdom. As organisation has objective
to make sales of 2 million GBP with in 2 years.

Continued
2. Action Plan:
Budget allocation: As budget allocation is a internal components to an
annual financial plan and it indicates that level of resources which is used
by organisation in odder to expand the business. In this, McVities can
estimate the expenditures for the different activities and which are as
mention below:

Continued
Product: As the product which is launched by McVities is chocolate cake biscuit.
Promotion: For an organisation it is essential to make promotion so that consumers can
aware about the new product of company. In this regard marketing manager of McVities
can use different promotional tools which involves: posters, social media and hoardings.
It is helpful for the organisation to increase the sales so that profits can be maximize.
Price: To decide the price is important in context to a product and for that purpose the price
of chocolate cake biscuit is 1.5 GBP and it is reasonable so that maximum consumers
can afford it.
Distribution: To distribute the products is essential for the company so that product can be
available for maximum number of consumers. In this regard McVities provide its
products to the wholesalers,retailers and distributors so product reach can be maximize
in the market.

Continued
3. Forecast:
Quantify:
Cost: To determine the cost of product is essential and for that purpose it is
important for the corporation to minimize the cost of production so that profit
margin can be increase.
Sales: For an organisation it is important to maximize the sales so that its revenue
can be maximize and to maximize the sales McVities use different promotional
tools such as: social media marketing. To maximize the sales it is important for
the organisation to provide better quality of products so that sales of
corporation can be increase.

Continued
4. Strategy:
Segment: It is important for the organisation to make segment and in this
regard McVities has target the consumers of age group between 5 to 40
years.
Quality: For an organisation it is important to provide quality products and in
this regard McVities has emphasis to provide better quality of product that
is chocolate cake biscuit.
Product positioning: Product positioning is important for an organisation and
company has better position in the market which help it to introduce its new
product and it is helpful to maximize the sales of McVities.

Continued...
5. Control:
Organisational structure: To make control towards the business operations is
important for an organisation as the organisational structure of McVities is vertical
and top order authority takes the decision and pass it to the lower level. All
departments has to follow the decisions of top authority.
Measurement tool: To measure the performance is required for the organisation so
that it can know the current performance of business. In this regard McVities can
use key performance indicator so that it can the performance of its employees and
if they are not performing well than corrective actions are required to take for the
further improvement in performance.

Cont..
Strength:
 Strong food hold in biscuit
industry .
 Strong financial
performance and wide
brand offering.
Weakness:
 Geographical concentration
 Low exploitation of the
internet and ICT.
Opportunities:
 McVities has opportunities
to expand its the market
share by entering into a
new market.
 Diversify the product
range and include more
products in product line.
Threat:
 Global economic slowdown
and government regulations
in dynamic environment.
 Existing competitors which
are available in the market.

Conclusion
From the report it can be concluded that SWOT analysis help to state the
strength and weakness of running business at different market area. It set
the objectives that help to increase the market share and growth of
business entity. Strategies help to focuses on product position and market
diversification for attaining objectives of business. Moreover, marketing
plan contains quality and cost of products in order to complete task.

References
Verhoef, P. C., Kooge, E. and Walk, N., 2016. Creating value with big data
analytics: Making smarter marketing decisions. Routledge.
Zook, Z. and Smith, P. R., 2016. Marketing communications: offline and
online integration, engagement and analytics. Kogan Page Publishers.

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