Marketing Plan for Weston Foods' Dave's Killer Bread in Canada

This marketing plan analyzes the market structure for Weston Foods' Dave's Killer Bread, acquired in 2017. It focuses on the Canadian market, aiming to increase sales and brand awareness. The plan identifies target customers through demographic and psychographic segmentation, highlighting the appeal of organic bread to health-conscious consumers. A SWOT analysis assesses the company's strengths (innovation, manufacturing, and supply chain), weaknesses (perishable nature of the product, increasing competition), opportunities (growing middle class, product innovation), and threats (new market entrants, substitute products). The plan outlines the marketing mix (4Ps), media recommendations, a calendar, and financial forecasts. Key Performance Indicators (KPIs) are proposed to measure the plan's success. The project aims to provide Weston Foods with a strategic roadmap for promoting and expanding the market share of Dave's Killer Bread.

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Marketing Management
Name of the Student:
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EXECUTIVE SUMMARY
The primary objective of the paper is to analyse the marketing management structure of the
Weston food company in the context of its adaption of selling its new acquired distribution of
Canadian product- Dave's Killer organic bread. In this context, the report is focused on
analysing the marketing plan for the company for six months. Further, the report focuses on
investigating the target customers and market opportunities for the company. Moreover, the
report also examines the competitive landscape of the product and company. Furthermore, the
report examines the objective of setting up the marketing plan and concerning this analyses
the value proposition of the concerned product. In this connection, the report critically
analyses the marketing mix structure of the product in order to study the market segment for
the product. The report then significantly suggests the media recommendations that would be
effective for the company in order to promote the product. Finally, the report concludes by
examining the budget forecast for the promotion of the product and tends to measure its
success scale with the help of key performance indicator for the upcoming future.

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Table of Contents
Introduction................................................................................................................................3
Target Customers.......................................................................................................................3
Market Background and Opportunity........................................................................................5
Competitive Landscape..............................................................................................................9
The objective of the Marketing Plan........................................................................................10
4 P’s of Marketing Mix............................................................................................................11
Media Recommendations.........................................................................................................14
Calendar...................................................................................................................................15
Financials.................................................................................................................................17
Measurement of Success..........................................................................................................17
Conclusion................................................................................................................................18
References................................................................................................................................19

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Introduction
The paper critically develops a marketing plan for the company Weston foods
concerning the acquiring of Canadian production and rights of distribution to the U.S. Brand
product Dave’s Killer Bread in the year of 2017 (Price & Nguyen, 2016). The concerned
product is examined to be an organic one. It is a non-genetically modified organism line of
product into bread packaging that is sold across Canada in many grocery stores. Researches
show that the initial sales of the concerned product have brought revolutionary changes in the
revenue production of Weston foods. However, the study tends to analyse the potential
market structure for the company and its adoption of a new product. In this connection, the
report focuses on examining the following concepts that would help the company gain a
substantial competitive advantage.
Target Customers
As opined by Grant (2016), the target customers are those potential group of people
that a business entity targets in order to sell their products and services in the context of
generating revenue from the same. In this connection, the target customers for the concerned
company are analysed to be distributed into two main segments – Demographic and
Psychographic profile of customers. This can be further explained below.
Demographic
As implied by Chernev (2018), the segmentation of market as per the demographic
profile consists of targeting the customers with respect to their age factor, gender difference,
the status of the family, and the status of employment and income of the people. The age
group of people 24-36 would prefer more organic bread because of their change in mindset
(Hurst, 2016). The choice of food may differ as per the difference in the gender of the
individual. Researches show that the male prefers more of organic bread because of their

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earning abilities and concerning attitude towards their family members. The next crucial
demographic segment is the status of the customer’s family. The premium and people with
higher status prefer more organic food products since they find it healthier and the high cost
of the organic product does not hamper their income status. The self-employed people and
their good income earning prefers them to opt for organic products. They also prefer to
consume bread as their daily consumable good because of the need for emergency and
staying away from their family; bread becomes a natural choice for them.
In this connection, the concerned company can critically focus on selling its organic
bread to the customer sector of the high-income group that includes the middle and upper-
middle-class people in society. The next target customers that can be focused are the
millennial age group of people and the people who are into high profile jobs and are self-
employed. The next potential target of customers for the organic bread remains to be the
people with high and premium status. It was examined that Weston Foods can concentrate on
the above mentioned group of customers in order to increase their sales and make their
potential customers aware of their new products and sales (Leslie et al., 2018).
Psychographic
As opined by Gunter (2016), the psychographic segmentation of the target customers
is done on the base of interests, taste and preferences, behavioural attributes and attitudes,
lifestyle and values of the individuals. The theory of psychographic segmentation states that
the customers are to be targeted based on their health consciousness and behavioural
approach towards consuming organic products. The people concerned more with changing
their lifestyle as per changes in the innovation of products and services can be considered to
be the customers that are needed to be targeted at the highest priority (Doppelt, 2017).

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In this connection, as examined with the help of the research it was analysed that
approximate 58% of the Canadian people prefer organic food in the context of remaining
healthy and avoiding significant issues to their health (Mie et al., 2017). Thus, Weston foods
have a high segment of the Canadian people to be focused on marketing their new organic
bread. The more the awareness, the more they sell. Therefore, it becomes necessary for the
concerned organisation to study the market structure in order to analyse the market
opportunities the firm has. The description of the same is followed below.
Market Background and Opportunity
As implied by Avgerou & Walsham (2017), the market background and opportunity
is the ideology of the philosophical attributes of a business entity that helps them to analyse
the target market and the potential strengths and weakness the company has in terms of the
market condition. In this context, to understand the market background and opportunity of the
organic bread being served by the Weston foods, the theory of SWOT analysis is taken into
consideration.
SWOT Analysis
As implied by Bull et al., (2016), SWOT analysis is the theory that helps in the
determination of the intrinsic strengths and weaknesses as well as the extrinsic opportunities
and threats of an active business entity. In this connection, to understand the market
background of Weston foods concerning the sale of the organic bread with the help of the
concerned theory is examined below.
Strengths
As opined by Burrell & Morgan (2017), the strength analysis of the company
describes the factors at which the company has received an excellent paradigm. These are

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also termed as the traits of a business entity that makes it advantageous over its potential rival
companies. In this context, the potential strengths of Weston foods are analysed as below.
Change in innovation and technological strategies
The creativity and innovation modification in a business entity goes hand in hand and
is considered as one of the most critical factors to gain a competitive advantage in the market
structure. The Weston food company in order to achieve the same evaluated many tools and
methodologies to create and develop ideas about innovating their existing matrix of work
(Kaplan, 2017). They worked on changing their technologies as per the changes in the
technological factor of the market.
Effective implementation of manufacturing capabilities
A business strategy is successfully implemented only when its manufacturing and
product building capabilities are effectively ensured (Story et al., 2017). The manufacturing
unit, logistics, warehouse and technology department of the Weston foods company
consistently works to their greatest zeal to increase their agility of work and set up an active
manufacturing unit in the company.
Structured supply chain and distribution of products
As opined by Hugos (2018), only the production and furnishing of the product is not
necessary to succeed in the business market. The primary step after the furnishing of the final
product is to introduce and make it reach to the target market and desired end customers. In
this connection, the supply chain of the Weston foods is effectively and efficiently designed.
This helps in the smooth flow of distributing the product from its place of origin to its place
of consumption.

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Weaknesses
As opined by Schaltegger & Wagner (2017), the weaknesses of a company are
analysed to be the disadvantages incurred by the company over other potential competitors.
The factors of weakness cease the company to perform at its optimal level. In this connection,
the weak factors of the Weston foods were analysed as below.
The perishable nature of the produced food product
As the name of the company suggests, the Weston food company deals in serving the
food products (Garrod, 2018). Thus, the organic bread served by the company is perishable in
nature. It has a limited shelf life and can be destroyed quickly. This becomes a limitation for
the company to produce a large quantity of the bread as it can result in a massive loss to the
company. This, in turn, also increases the cost of managing the inventory for the firm.
Rise in competition
The increase in the competition level in the market requires the company to make
frequent changes in their strategical implementation plan process (Ansoff et al., 2019). This
leads to an increase in the cost of production and impacts the working structure of Weston
food to be active and efficient.
Opportunities
As implied by Fleisher & Bensoussan (2015), the opportunities analysis helps in
analysing the favourable conditions for a business entity that helps it gain a compelling
competitive advantage in the business market. In this connection, the most significant
opportunity that lies for the Weston food company in order to bring recognisable changes in
its product innovation strategies is as follows.

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 The increment in the population of middle-class people gives the company a new
market to be focused on.
 The possibility of innovating the packaging of the product and making its ingredients
more healthy in nature.
 Expanding the varieties and flavours of organic bread than serving just the regular and
single flavoured bread. More the choices, more the interest of the end customers.
Threats
As opined by Laguna & Marklund (2018), the threats analysis helps the company to
understand the factors that can bring significant harm to the existence and paradigm of the
company. It also helps the business entity to understand the competitive strategies of its
business rivals. In this connection, the potential threats that can impact the position of Weston
foods market are analysed as below.
Threats of a new company entering into the market
The company is continuously thriving with the threat of new companies entering the
market with innovated and modified ideas of technology. This creates a threat to the company
for their customers to shift from one company to another and this may impact the sales of the
company.
Threats of similar substitute products
Altogether with the threat of new companies entering into the market, the Weston
food company also has a threat of the existing and new companies introducing the similar
substitute product in the market that would satisfy the taste and preferences of its potential
customers. This again brings up a threat to the company of customers shifting from one
company to another.

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As illustrated by the above shreds of evidence, it is examined that the Weston foods
have a high opportunity of targeting the Canadian people with their organic bread as 58% of
the whole Canadian population prefers to consume organic foods. In order to sustain in the
market and gain higher competitive advantage, the Weston foods need to understand the
above mentioned concept of SWOT analysis broadly. This analysis as explained above lets
the company realise their potential opportunities and threats in the market and make
necessary changes in their strategical implementation. This helps the company to understand
their potential customers and their strategies which would help Weston foods to change
accordingly to sustain themselves in the market in the long run. The strengths help them gain
a higher paradigm in the market; the weaknesses helps them improve in the factors the
company is lacking behind. The opportunities give them an ideology to strengthen their
theories of work in the future, and the threats help them understand their potential
competitors and act accordingly to make the required changes (Schumpeter, 2017).
Competitive Landscape
As stated by Dale, Robinson & Evans (2017), the competitive landscape is the
ideology of a business entity that helps the in analysing both their direct and indirect potential
competitors and competitive products. In this connection, the competing products with
respect to Weston foods are examined as the milk bread, brown bread, multi-grain bread, and
white bread. The difference between these wide ranges of bread product available and the
organic bread is that the organic bread is produced with the highest quality flour and is
refined keeping in mind the health concern of the people. Organic bread is delivered without
any preservatives, artificial and irradiated ingredients that make it safe to be consumed (Blay-
Palmer, 2016). The consumption of organic bread, therefore, is healthy then of the other
bread which gives a taste but not health. Therefore, Weston foods should advertise their sell

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of organic bread to more group of people that will make them aware of the benefits of
consuming organic bread rather than other adulterated bread.
In this connection, the report examined that competitive frame of reference followed
by the Weston foods with respect to its Dave’s Killer organic bread is the ideology of cost
leadership (Hvenmark, 2016). This theory of cost leadership states that the Weston foods
company is concentrated on leading the market with its strategical implementation of keeping
its pricing strategies at an affordable rate but not letting the quality of the product being
affected. This, in turn, helps the company to attract a large number of customers to consume
organic bread. This also sets an ideology of earning a better profit as the more number of
customers equals a higher amount of sales and therefore a generation of better revenue.
The objective of the Marketing Plan
The primary goal of the illustrated marketing plan in the report is to analyse the
potential opportunities and threats for the establishment and procurement of the new adopted
product – Dave’s Killer organic bread by the company Weston foods. The marketing plan is
set for the concerned company in the context that the company after analysing and examining
the complete market structure and its potentialities can accordingly work to increase its
strengths and decrease its liability to threats. In this connection, the company desires to
achieve an effective and efficient competitive advantage in the Canadian market and increase
its consumer and market base for the consumption of organic bread (Magnan, 2016).
The primary point of difference between the organic bread and the other bread sold
by the competitors such as the white bread, milk bread, fruit bread and brown bread includes
harmful preservatives and artificial ingredients. In this lieu, the organic bread is produced
with all natural ingredients which do not cause any harm to the health of its consumers
(Arzani & Ashraf, 2017). The company Weston foods also ensure that it keeps the price of

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the organic bread at a reasonable and affordable rate so that more and more individuals get
attracted towards consuming the organic bread and shifting their taste of preference from
other bread to the beneficial organic bread. The company desires that the consumers do not
prefer to eat the bread with artificial ingredients just because of the price difference and
thereby are not leveraged to severe health issues and diseases. This, in turn, helps the
company to gain brand and customer loyalty and build a healthy business relationship with
them.
As opined by Kyambalesa (2017), the value proposition of product is an ideology of
a business entity that helps in summarising the concept of why would a customer be
interested in buying the product and availing oneself of the service being offered by the
company. In this connection, the value proposition of the concerned organic bread sold by the
Weston foods is examined below.
 Unique texture and taste of the bread.
 The ideology of cost efficiency by setting up an affordable pricing strategy.
 Use of natural and real ingredients rather than using preservatives and artificial
ingredients.
 Eliminates the harmful effects on the health of the customers.
4 P’s of Marketing Mix
As opined by Porter & Kramer (2019), the marketing mix is the theory of the factors
that is powered by the business entity in order to influence and attract its potential customers
to buy its offered product and services. In this connection, the 4 P’s of marketing mix
concerned with the organic bread strategies of the Weston food can be determined as below.
Product

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Weston food is a chain of an industry that produces and distributes food products in
Canada (Gomez & Lopez-Lomeli, 2018). Its objective is to offer its potential customer with
premium and qualified organic bread at the most affordable price. The conceptual ideology of
the industry lies in providing freshly baked healthy organic bread to its customer and end
market. They produce their organic Dave’s killer organic bread with the concept of dietary
and natural ingredients. They focus on implementing their production with gluten-free,
vegan, low sodium and fat as well as dairy-free organic bread. The bread offered can be kept
into perseverance for four days. The company has also fostered seasonal offerings of bread to
their potential customers. The bakery chain of Weston food offers a premium supply of its
organic bread continually across the citizens of Canada.
Price
Weston Food Company sets its pricing strategy as per the concept of cost leadership.
They fixed this ideology of pricing its organic bread keeping in mind the high level of
competitive nature that exists between its potential competitors and substitute products. The
company has set the concept of serving high qualified premium organic bread at the lowest
price possible. Weston food being Canada’s one of the fastest thrives in keeping the health of
its consumers at a maintained priority. The adaption of emerging with the sale of Dave's
killer organic bread the concerned industry is known to have made revolutionary and record-
breaking changes in the field of organic products. Researches show that alone Weston food
has grown the sale of organic bread to 2.6% in 2017 that was recorded only as 0.7% in 2012
(Keir, 2017).
Place
The Weston foods placed over 40 stores across Canada and U.S.A.; also serves its
products in other retail and wholesale grocery stores (Blay-Palmer, 2016). The concerned

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industry has its distribution almost all the small retail stores in Canada and U.S.A. In this
connection, the potential customers in the wish to consume the organic bread can purchase
the same from any available store nearby them. Moreover, the price of the organic good
remains to be the same all over the country in all the stores. However, the price may
differentiate at the U.S.A. from that of Canada because of the import and export as well as
carrier charges imposed while making the product safely available at the stores of U.S.A. The
industry is also fostering to bring an increase in its sales volume concerning providing
services of home delivery of the concerned product to its potential customers.
Promotion
The Weston food company mostly relies on making people aware of its new product
with a mouth to mouth conversation (Bao et al., 2019). In this context, they provide their
customers with the most effective in house services such as live bakery and freshly prepared
bread. In addition, the promotional strategies used by the company in the view of making
people about Dave's killer organic bread sold by them are examined to be the new and
innovated technologies of social media advertisements, website advertisements, and social
media campaign and also sponsored social media influencers. Along with this, the company
has not avoided the importance of the traditional process of promotional marketing. In this
context, the company also focuses on advertising the organic bread product in televisions and
radio advertisements. Nevertheless, as discussed above it also focuses on the oldest mean of
promotion that is the mouth to mouth promotional technique.
In this connection, the difference between the marketing strategies and marketing
tactics used by the Weston foods company is critically examined as the following.
 The marketing strategies implemented by the company defines the future structure of
the company, whereas, the tactics describes the shortcoming of the same.

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 The marketing strategies define the paradigm of competitive advantage of the
company. According to (), if the strategical implementation of the company is not
robust than the implication of tactics to increase the sales volume will turn out to be a
failure.
 Marketing strategies are the long-time vision of the company and define its retention
in the long run of the business market structure, whereas tactics are just used for short
term in order to attract customers and promote sales for a shorter period of time.
Specifically, the concept of implementing tactics in a business entity keeps changing
frequently.
 The marketing strategies define the allocation of resources or budget of the company,
employment and techniques to be used to produce the goods and offer the services.
Whereas, the tactics are just implemented to make the shortcomings of the events
work in the company.
Media Recommendations
In order to promote the product offerings of Weston Food a mix of various promotion
media channels mix that will include social media advertisements, website advertisements,
and social media campaign and also sponsored social media influencers. These marketing
campaigns will be distributed for six months period utilising selected social media channels
such as Facebook and Twitter. The timeframe of six months is selected for increasing the
reach of consumers through the online media platform. Mix media marketing approach is
selected as it will increase the reach of promotional messages and facilitate budget
reallocation in improving marketing performance.

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Calendar
Month DATE TI ME DATE & TI ME Campaign Rationale
Month 1
LinkedI n’s sponsored content options 4/ 2/ 2015 8: 00: 00 02/ 04/ 2015 08: 00 Well optimised linkedin pages I ncrease exposure of content
Month 2
serving top-of-funnel content 4/ 3/ 2015 8: 00: 00 03/ 04/ 2015 08: 00 clickable icons, or a quiz viewers can engage with images or videos
Month 3
4/ 4/ 2015 8: 00: 00 04/ 04/ 2015 08: 00 Tutorial Videos on organic baking
I ncreased engagement with company on I nstagram
by liking, commenting, tagging, or direct messaging
Month 4
4/ 5/ 2015 8: 00: 00 05/ 04/ 2015 08: 00 Twitter feed boosting engagement through communication
Month 5
4/ 6/ 2015 8: 00: 00 06/ 04/ 2015 08: 00 Twitter's boosted posts turning followers into customers
Month 6
4/ 7/ 2015 8: 00: 00 07/ 04/ 2015 08: 00 Hashtag campaign converting current customers into loyal customers

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Month DATE TI ME DATE & TI ME CAMPAI GN Rationale
Month 1
4/ 2/ 2015 9: 00: 00 02/ 04/ 2015 09: 00 Facebook 360 video increase facebook page engagement.
Month 2
4/ 3/ 2015 9: 00: 00 03/ 04/ 2015 09: 00 clickable icons, or a quiz
I ncreased engagement with company on I nstagram
by liking, commenting, tagging, or direct messaging
Month 3
4/ 4/ 2015 9: 00: 00 04/ 04/ 2015 09: 00 Tutorial Videos on organic baking Make consumers updated on company's latest products.
Month 4
4/ 5/ 2015 9: 00: 00 05/ 04/ 2015 09: 00 Facebook posts to inspire engagement boosting engagement through communication
Month 5
4/ 6/ 2015 9: 00: 00 06/ 04/ 2015 09: 00 The Mobile News Feed Ad able to catch follower’s attention
Month 6
4/ 7/ 2015 9: 00: 00 07/ 04/ 2015 09: 00 Photo Ad appeal to the values of your target audience
Sales Forecast
month 1 month 2 month 3 month 4 month 5 month 6
Volume 100 120 130 140 150 160
organic bread 100 120 130 140 150 160
Selling Price 10.00 10.00 10.00 10.00 10.00 10.00
organic bread 10.00 10.00 10.00 10.00 10.00 10.00
Sales 1,000 1,200 1,300 1,400 1,500 1,600
organic bread 1,000 1,200 1,300 1,400 1,500 1,600
Cost of Sales 700 1,651 1,781 1,400 1,500 1,600
organic bread 700 840 910 980 1,050 1,120
Gross Profit 420 450 480 - - -
organic bread 300 360 390 420 450 480
Gross Profit % 30.0% 37.5% 36.9% 0.0% 0.0% 0.0%
organic bread 30.0% 30.0% 30.0% 30.0% 30.0% 30.0%

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Financials
The sales goals developed based on the marketing budget are indicated below:
 To increase revenue through advertising and promotions by offering useful
promotional deals
 Increasing profit margins of the company over the six months
 To increase the sales of organic bakery products over the six months timeframe
Budget
Particulars Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Salaries $15,000.00 $28,000.00 $41,000.00 $54,000.00 $67,000.00 $80,000.00
Rent $13,000.00 $13,000.00 $13,000.00 $13,000.00 $13,000.00 $13,000.00
Consumer trends Research $11,000.00 $12,000.00 $13,000.00 $14,000.00 $15,000.00 $16,000.00
Outreach $9,000.00 $10,000.00 $11,000.00 $12,000.00 $13,000.00 $14,000.00
Travel $7,000.00 $8,000.00 $9,000.00 $10,000.00 $11,000.00 $12,000.00
Legal Cost $5,000.00 $6,500.00 $8,000.00 $9,500.00 $11,000.00 $12,500.00
Publicity $3,000.00 $5,000.00 $7,000.00 $9,000.00 $11,000.00 $13,000.00
Office Equipments $1,000.00 $2,000.00 $3,000.00 $4,000.00 $5,000.00 $6,000.00
Furnitures $3,000.00 $5,500.00 $8,000.00 $10,500.00 $13,000.00 $15,500.00
Events $4,000.00 $6,000.00 $8,000.00 $10,000.00 $12,000.00 $14,000.00
Facebook advertisement $5,000.00 $7,000.00 $9,000.00 $11,000.00 $13,000.00 $15,000.00
Training and Education $25,000.00 $28,000.00 $31,000.00 $34,000.00 $37,000.00 $40,000.00
Volunteer Costs $20,000.00 $22,000.00 $24,000.00 $26,000.00 $28,000.00 $30,000.00
Accountancy Expenses $15,000.00 $18,000.00 $21,000.00 $24,000.00 $27,000.00 $30,000.00
Website and Social Media $10,000.00 $12,000.00 $14,000.00 $16,000.00 $18,000.00 $20,000.00
Twitter Promotion costs $5,000.00 $8,000.00 $11,000.00 $14,000.00 $17,000.00 $20,000.00
Conferences $2,000.00 $3,000.00 $4,000.00 $5,000.00 $6,000.00 $7,000.00
LinkedIn advertisement costs $1,500.00 $2,000.00 $2,500.00 $3,000.00 $3,500.00 $4,000.00
Television advertisement $1,000.00 $1,700.00 $2,400.00 $3,100.00 $3,800.00 $4,500.00
Contingency Costs $800.00 $1,200.00 $1,600.00 $2,000.00 $2,400.00 $2,800.00
Total $156,300.00 $198,900.00 $241,500.00 $284,100.00 $326,700.00 $369,300.00
Measurement of Success
As per the examination of the marketing plan budget set up, the report tends to
analyse the success matrix of the same with the help of the value determinants of the key
performance indicator (KPI). In this connection, the success matrix of the concerned
company and its product can be determined as below.
Based on the financial budget of the company that is planned above, it is estimated
that:

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 The sales revenue will increase by 20% by the end of 6 months.
 The customer value of lifetime will increase by 15%.
 The lead to customer ratio will increase by a rough estimate of 12-15%.
 The organic rate of the sale will increase by 10%.
Conclusion
To bring to a conclusion, it can tend to examine with the limitation of the study of the given
report that a strategical marketing plan is necessary for any business entity to bring itself and
its products and services into the light of the market. In order to gain a compelling
competitive advantage in the market positioning a company has to significantly follow the
focus on its target market and the market opportunities. To keep their paradigm stable in the
market, a business entity needs to analyse the competitive landscape and keep pace with the
necessary amendments desired to bring changes in the innovative technologies in the
company. The business organisation needs to follow the value proposition of its product with
respect to the marketing mix factors involved in the market. This helps them retain their
business for a more extended period of time.

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