Marketing Essentials Report: S. THISHON J/BM/19/14/06, Marketing Plan

This report details a comprehensive marketing plan for 'Oh Goodness Milkshake,' a product designed to cater to the energy and refreshment needs of consumers. The report begins with an acknowledgment, table of contents and introduction, followed by an explanation of marketing's role within an organization, and an assessment of small businesses' impact on the economy. The core of the report is a detailed marketing plan, including an executive summary, company overview (mission, vision, values, and goals), product description, market analysis (SWOT and PEST analyses), marketing objectives, and marketing strategies including STP process (segmentation, targeting, and positioning), competitor analysis, and a thorough examination of the marketing mix (product, price, place, promotion, people, process, and physical evidence). The report also covers marketing implementation, including product and process, risk management, budgeting, staffing, and communication strategies, along with evaluation and control mechanisms, culminating in a conclusion and references. The product is an oats milkshake and the report covers all aspects of marketing from the product to the customer.

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Acknowledgment
We would like to express our gratitude to all the Business Management Department who helped
us in accomplishing our report.
A special thanks to our Lecturer Mrs. Nivethika by extending her invaluable co-operation and
guidance to complete our report.
We also would like to thank the Library staff for their co-operation during our report work and
special thanks to our family & friends for their unconditional support in order to complete the
Marketing Essentials and Planning successfully. At last once again we like to praise those
persons whoever comprehends this proposal, with the name of Almighty.

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Contents
Acknowledgment .......................................................................................................................................... 1
Introduction .................................................................................................................................................. 5
LO1: Explain the role of marketing and how it interrelates with other functional units of an organization6
P1: Explain the key roles and responsibilities of the marketing functions. .............................................. 6
P2: Explain how roles and responsibilities of marketing relate to the wider organizational context. ..... 6
L02: Assess the impact of small businesses of the economy. ...................................................................... 7
P3: Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives. .................................................................................... 7
LO3: Develop and evaluate a basic marketing plan.................................................................................... 17
P4: Produce and evaluate a basic marketing plan. ................................................................................. 17
Executive Summary ................................................................................................................................ 17
1. Company Overview ............................................................................................................................. 18
1.1 Company Introduction .................................................................................................. 18
1.2 Mission ......................................................................................................................... 18
1.3 Vision ........................................................................................................................... 18
1.4 Values .......................................................................................................................... 19
1.5 Goals ........................................................................................................................... 19
1.6 Name of the Product – Oh Goodness Milkshake .......................................................... 19
2. Product Description ............................................................................................................................ 20
2.1 Product Profile ................................................................................................................................. 20
2.2 Packaging .................................................................................................................... 21
2.3 Labeling ....................................................................................................................... 21
Market Description and Analysis ............................................................................................................ 22
3. Environmental Analysis....................................................................................................................... 22
3.1 Internal Analysis ........................................................................................................... 22
SWOT Analysis .................................................................................................................. 22
3.2 External analysis .......................................................................................................... 24
PEST Analysis ................................................................................................................... 24
Marketing/Product Objectives ............................................................................................................... 25
4. Marketing strategies ........................................................................................................................... 26

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STP Process ............................................................................................................................................. 26
4.1 Segmentation ............................................................................................................... 26
4.2 Target marketing .......................................................................................................... 27
4.3 Positioning ................................................................................................................... 27
5.1 Competitor Analysis ..................................................................................................... 28
6. Marketing Mix ..................................................................................................................................... 30
6.1 Product......................................................................................................................... 30
6.2 Price ............................................................................................................................. 32
6.3 Places .......................................................................................................................... 33
6.4 Promotion ..................................................................................................................... 34
6.5 Process ........................................................................................................................ 35
6.6 People ............................................................................................................................ 0
6.7 Physical Evidence .......................................................................................................... 1
7. Marketing Implementation .................................................................................................................. 1
7.1 Product and Process ...................................................................................................... 1
7.2 Risk and process ............................................................................................................ 2
7.3 Budget and process ....................................................................................................... 4
7.4 Staff and process ........................................................................................................... 5
7.5 Communication and process .......................................................................................... 6
7.6 Marketing activity Month ................................................................................................. 7
8.Evaluation and control ........................................................................................................................... 9
9.Conclusion ............................................................................................................................................... 10
9.1 References ............................................................................................................................................ 11

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Figure
Figure 1 packing........................................................................................................................ 21
Figure 2 Labeling ...................................................................................................................... 21
Figure 3position......................................................................................................................... 28
Figure 4People ............................................................................................................................ 0
Table
Table 1Product .......................................................................................................................... 31
Table 2Places ........................................................................................................................... 34
Table 3 Product and Process ...................................................................................................... 1
Table 4Risk and process ............................................................................................................. 3
Table 5Budget and process ........................................................................................................ 4
Table 6Staff and process ............................................................................................................ 5
Table 7Communication and process ........................................................................................... 7
Table 8Marketing activity Month .................................................................................................. 8
Table 9Evaluation and control ..................................................................................................... 9

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Introduction
Our Company Name is “Oh Goodness” Beverages Private Limited, One of the biggest foods and
Beverage Company & It’s a one of the Srilankan Product Company. Quaker Oats was founded in
1850 and is based in Chicago, Illinois. Earlier, it was known as German Mills American Cereal
Company and it was renamed as Quaker Oats in the year 1901.
In 1997, a founded based in Srilanka launched in “Oh Goodness Beverages Private Limited”
became largest manufacturer, distributor and marketer of non-alcoholic beverages and syrups in
the world. Our people are as diverse as our communities, with 2500+employees working our
beverage company.
The company has variety of over 500 sparkling and still brands which include; Oats Milkshake,
soft drinks, Oats packet etc. Oh goodness expanded its presence to Srilanka and has a strong
presence in the beverage market under the name Oh Goodness Beverage Pvt Ltd. The following
product is chosen to be launched in the Srilankan market:
People started to perished under the scorching heat of summer in our country. They need energy
drink and at the same time reduce the weight to refresh themselves. The “Oh Goodness
Milkshake is a fresh juice product. It provides energy and keeps fresh when people feel weak or
tired from doing work.
It contains vitamins and proteins which is a useful energy source. Vitamins give freshness and
proteins are the energy cells that recharge the human body, so that they work their maximum.
The students, employees and workers become tired due to the workers become tired due to the
work burden and sunlight which make them feel loose. They need an energy drink that makes
them re-energize so they may be able to perform better gain and feel fresh because everyone
deserves it.

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LO1: Explain the role of marketing and how it interrelates with
other functional units of an organization
P1: Explain the key roles and responsibilities of the marketing
functions.
P2: Explain how roles and responsibilities of marketing relate to the
wider organizational context.

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L02: Assess the impact of small businesses of the economy.
P3: Compare the ways in which different organizations apply the
marketing mix to the marketing planning process to achieve business
objectives.

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