Marketing Essentials Report: S. THISHON J/BM/19/14/06, Marketing Plan
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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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S. THISHON J/BM/19/14/06 1
MARKETING ESSENTIALS
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.
MARKETING ESSENTIALS
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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S. THISHON J/BM/19/14/06 2
MARKETING ESSENTIALS
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
MARKETING ESSENTIALS
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
S. THISHON J/BM/19/14/06 3
MARKETING ESSENTIALS
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
MARKETING ESSENTIALS
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
S. THISHON J/BM/19/14/06 4
MARKETING ESSENTIALS
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
MARKETING ESSENTIALS
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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S. THISHON J/BM/19/14/06 5
MARKETING ESSENTIALS
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.
MARKETING ESSENTIALS
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.
S. THISHON J/BM/19/14/06 6
MARKETING ESSENTIALS
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.
MARKETING ESSENTIALS
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.
S. THISHON J/BM/19/14/06 7
MARKETING ESSENTIALS
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.
MARKETING ESSENTIALS
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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S. THISHON J/BM/19/14/06 8
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S. THISHON J/BM/19/14/06 17
MARKETING ESSENTIALS
LO3: Develop and evaluate a basic marketing plan
P4: Produce and evaluate a basic marketing plan.
Executive Summary
We gladly present you our Marketing Planning. Although our country has been advanced by
technological developed there is still much problem faced to face our health conditions, so we
can need and create new innovate idea for deserved life. Oh Goodness is an international
marketing company reached the best manufacturer and distributing Milkshake business
company. We have prepared the report on the marketing plan of our new product. Our company
objective is a goal an organization would like achieve far away. We will use to achieve customer’s
desire success.
We also have prepared a presentation for our new product although the main purpose of the
report is to describe the whole process of developing and promoting our product in marketing
area. We would like to express our gratitude to you for your tiresome effort for us which for us
which provided the opportunity to complete this report.
The name of our company is “OH GOODNESS”. Oh, my goodness is a manufacturing company
which produces oats milkshakes. We want to market a milkshake for this, we have survived
marketing and product strategy and create effective plan to promote the product with selling. We
have set a reasonable price for the product so that all kinds of people can afford to buy the
product. We have followed the target costing pricing approach. We would gain competitive
advantages, as this is a first hit in the market.
Our target market includes all type of age groups, which we have segmented from the
Demographical, Geographical, Psychographic and Behavioral point of view.
Since this is an oats and different flavor once the product is well promoted, we hope that this
product will be sold well.
MARKETING ESSENTIALS
LO3: Develop and evaluate a basic marketing plan
P4: Produce and evaluate a basic marketing plan.
Executive Summary
We gladly present you our Marketing Planning. Although our country has been advanced by
technological developed there is still much problem faced to face our health conditions, so we
can need and create new innovate idea for deserved life. Oh Goodness is an international
marketing company reached the best manufacturer and distributing Milkshake business
company. We have prepared the report on the marketing plan of our new product. Our company
objective is a goal an organization would like achieve far away. We will use to achieve customer’s
desire success.
We also have prepared a presentation for our new product although the main purpose of the
report is to describe the whole process of developing and promoting our product in marketing
area. We would like to express our gratitude to you for your tiresome effort for us which for us
which provided the opportunity to complete this report.
The name of our company is “OH GOODNESS”. Oh, my goodness is a manufacturing company
which produces oats milkshakes. We want to market a milkshake for this, we have survived
marketing and product strategy and create effective plan to promote the product with selling. We
have set a reasonable price for the product so that all kinds of people can afford to buy the
product. We have followed the target costing pricing approach. We would gain competitive
advantages, as this is a first hit in the market.
Our target market includes all type of age groups, which we have segmented from the
Demographical, Geographical, Psychographic and Behavioral point of view.
Since this is an oats and different flavor once the product is well promoted, we hope that this
product will be sold well.
S. THISHON J/BM/19/14/06 18
MARKETING ESSENTIALS
1. Company Overview
1.1 Company Introduction
Since it is start- up business, it has no retail location at present Offers 70%, bittersweet (bakers)
and
Oats Milk chocolate Choice of 30 flavors and combination of flavors in their Milkshake. Categories
are Oats Milkshake, Chocolate, Biscuits, Bars, Nuts, Fruits shake and Oats sugar free chocolate.
Sell premium chocolate gift baskets.
1.2 Mission
Our company’s mission is a two-prong approach to benefit our customers by providing:
• To refresh the world in mind, body and spirit.
• To inspire moments of optimism.
• Healthy options to enjoying fresh, Organic milkshake.
• To create value and make a difference.
• To increase Oh Goodness marked share and product awareness.
1.3 Vision
• To provide the freshest, highest quality natural ingredients possible to create
organic and healthy milkshake.
• Our Vision is to craft brands and choice of drink that people love, to refresh them
in body, compelling Nutrition, Weight loss & Healthy sprit.
• To achieve our mission, we have developed a set of goals & people desires and
to give more satisfaction to the customers.
MARKETING ESSENTIALS
1. Company Overview
1.1 Company Introduction
Since it is start- up business, it has no retail location at present Offers 70%, bittersweet (bakers)
and
Oats Milk chocolate Choice of 30 flavors and combination of flavors in their Milkshake. Categories
are Oats Milkshake, Chocolate, Biscuits, Bars, Nuts, Fruits shake and Oats sugar free chocolate.
Sell premium chocolate gift baskets.
1.2 Mission
Our company’s mission is a two-prong approach to benefit our customers by providing:
• To refresh the world in mind, body and spirit.
• To inspire moments of optimism.
• Healthy options to enjoying fresh, Organic milkshake.
• To create value and make a difference.
• To increase Oh Goodness marked share and product awareness.
1.3 Vision
• To provide the freshest, highest quality natural ingredients possible to create
organic and healthy milkshake.
• Our Vision is to craft brands and choice of drink that people love, to refresh them
in body, compelling Nutrition, Weight loss & Healthy sprit.
• To achieve our mission, we have developed a set of goals & people desires and
to give more satisfaction to the customers.
S. THISHON J/BM/19/14/06 19
MARKETING ESSENTIALS
1.4 Values
The employees of fulfilling the company’s mission and they commit their abilities and energy to
continue the history. In doing so, we will strive to uphold the following values that represent our
organizational culture.
• Integrity: Be real
• Accountability: If it is to be, it’s up to me
• Communication: Practice open, accurate and timely communication with employees,
customers and external clients.
• Passion: Committed in heart & mind
• Quality: Ensure whatever we do, we do it well.
1.5 Goals
Our prime goals and objectives are to deliver the fresh quality, healthy and organic product our
customers.
1.6 Name of the Product – Oh Goodness Milkshake
We named our product “Oh Goodness Milkshake” which is the very initial product of our company.
The core reason behind choosing this name is to make it easier for the common people to identify
the health and nutritional aspect and also to make this name meaningful in reality. The meaning
of Oh My Goodness is the combination of Oats, Almond Milk Protein, Fruit Pulp/ Cocoa Solids,
Milk Solids, Acidity Regulator, Antioxidant, Stabilizer, Energy Boosting Caffeine and an Anti-
Reflux (Acidity) Formula which will energize the young and potential people with the proper
nutritional values with the cheapest, easiest and healthiest possible way. Our product based on
a compelling Nutrition, weight loss, Health and Wellness strategy and innovation initiatives. More
protein helps kids grow better, and help adults build muscle mass & health.
Brand Slogan: “Good health, Good Life”
Drink Healthy- Live Stronger – Stay Energized
MARKETING ESSENTIALS
1.4 Values
The employees of fulfilling the company’s mission and they commit their abilities and energy to
continue the history. In doing so, we will strive to uphold the following values that represent our
organizational culture.
• Integrity: Be real
• Accountability: If it is to be, it’s up to me
• Communication: Practice open, accurate and timely communication with employees,
customers and external clients.
• Passion: Committed in heart & mind
• Quality: Ensure whatever we do, we do it well.
1.5 Goals
Our prime goals and objectives are to deliver the fresh quality, healthy and organic product our
customers.
1.6 Name of the Product – Oh Goodness Milkshake
We named our product “Oh Goodness Milkshake” which is the very initial product of our company.
The core reason behind choosing this name is to make it easier for the common people to identify
the health and nutritional aspect and also to make this name meaningful in reality. The meaning
of Oh My Goodness is the combination of Oats, Almond Milk Protein, Fruit Pulp/ Cocoa Solids,
Milk Solids, Acidity Regulator, Antioxidant, Stabilizer, Energy Boosting Caffeine and an Anti-
Reflux (Acidity) Formula which will energize the young and potential people with the proper
nutritional values with the cheapest, easiest and healthiest possible way. Our product based on
a compelling Nutrition, weight loss, Health and Wellness strategy and innovation initiatives. More
protein helps kids grow better, and help adults build muscle mass & health.
Brand Slogan: “Good health, Good Life”
Drink Healthy- Live Stronger – Stay Energized
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S. THISHON J/BM/19/14/06 20
MARKETING ESSENTIALS
2. Product Description
Oh, My Goodness Milkshake is a product is an extraordinary type of shake which still has no
direct competitors in the market place. The product is a combination/ key ingredient of 100%
natural Quaker Oats +different flavor Almond Toned Milk (64-72%) +Water+ Oats (10%) +Sugar
+Fruit Pulp/ Cocoa Solids + Milk Solids+ Acidity Regulator + Antioxidant +Stabilizer. The Oh My
Goodness Milkshake will be processed and sold in glass & bottle of convenient sizes of 250ml,
500ml and 1 liter. Oh, My Goodness Milkshake will be very much refreshing, energizing and
provide great support to the all age groups. The basic benefits of Oh My Goodness Milkshake will
be a smoother relief from panic of workload by caffeine, weight loss, energize and strengthen the
body as well as mind by almond milk protein and most importantly. Our target is to protect the all
age generation from the mental and physical barriers to their effort and best contribution to the
economic, social, educational and whole infrastructural development of our country.
2.1 Product Profile
Name of the Product: Oh Goodness Milkshake
Type of Product : Milkshake
Ingredients : 100% natural Quaker/Australian oats and different flavor Almond Toned
Milk (64-72%), Water, Oats (10%), Sugar, Fruit Pulp/ Cocoa Solids, Milk Solids, Acidity Regulator,
Antioxidant, Stabilizer
Container : Stylish glass bottle
Container size : 250ml, 500ml, 1 Liter
Product Price : Pricing is unique by measuring the coast of every individual packaging
▪ 250ml – 250/-
▪ 500ml – 350/-
▪ 1 Liter – 450/-
Estimated Durability : 2 Months from date of manufactured
Machinery used : Advanced automatic machineries imported from Japan and America
Brand Slogan : “Good health, Good Life”
MARKETING ESSENTIALS
2. Product Description
Oh, My Goodness Milkshake is a product is an extraordinary type of shake which still has no
direct competitors in the market place. The product is a combination/ key ingredient of 100%
natural Quaker Oats +different flavor Almond Toned Milk (64-72%) +Water+ Oats (10%) +Sugar
+Fruit Pulp/ Cocoa Solids + Milk Solids+ Acidity Regulator + Antioxidant +Stabilizer. The Oh My
Goodness Milkshake will be processed and sold in glass & bottle of convenient sizes of 250ml,
500ml and 1 liter. Oh, My Goodness Milkshake will be very much refreshing, energizing and
provide great support to the all age groups. The basic benefits of Oh My Goodness Milkshake will
be a smoother relief from panic of workload by caffeine, weight loss, energize and strengthen the
body as well as mind by almond milk protein and most importantly. Our target is to protect the all
age generation from the mental and physical barriers to their effort and best contribution to the
economic, social, educational and whole infrastructural development of our country.
2.1 Product Profile
Name of the Product: Oh Goodness Milkshake
Type of Product : Milkshake
Ingredients : 100% natural Quaker/Australian oats and different flavor Almond Toned
Milk (64-72%), Water, Oats (10%), Sugar, Fruit Pulp/ Cocoa Solids, Milk Solids, Acidity Regulator,
Antioxidant, Stabilizer
Container : Stylish glass bottle
Container size : 250ml, 500ml, 1 Liter
Product Price : Pricing is unique by measuring the coast of every individual packaging
▪ 250ml – 250/-
▪ 500ml – 350/-
▪ 1 Liter – 450/-
Estimated Durability : 2 Months from date of manufactured
Machinery used : Advanced automatic machineries imported from Japan and America
Brand Slogan : “Good health, Good Life”
S. THISHON J/BM/19/14/06 21
MARKETING ESSENTIALS
2.2 Packaging
Packaging is to us nothing but wrapping product with a hygienic and attractive way to fulfill the
desired demand of our customer/consumers. The process of packaging our product is fully
automated and free from any touch of hands. Oh Goodness Milkshake is bottled and packaged
in such a way that it looks attractive to the consumers and also ensured the safety of this product
by packaging it in an air-tight sealed.
Figure 1 packing
2.3 Labeling
The label better explains the products and also the brand that it’s safe and healthy by its color as
well as design. Oh Goodness Milkshake has been shown its own value in the labeling which is
also forecasting the level of acceptance to consumers. The labeling of Oh Goodness Milkshake
makes it unique, focusing and more tangible in terms of values than the existing products of
competitors.
Figure 2 Labeling
:
MARKETING ESSENTIALS
2.2 Packaging
Packaging is to us nothing but wrapping product with a hygienic and attractive way to fulfill the
desired demand of our customer/consumers. The process of packaging our product is fully
automated and free from any touch of hands. Oh Goodness Milkshake is bottled and packaged
in such a way that it looks attractive to the consumers and also ensured the safety of this product
by packaging it in an air-tight sealed.
Figure 1 packing
2.3 Labeling
The label better explains the products and also the brand that it’s safe and healthy by its color as
well as design. Oh Goodness Milkshake has been shown its own value in the labeling which is
also forecasting the level of acceptance to consumers. The labeling of Oh Goodness Milkshake
makes it unique, focusing and more tangible in terms of values than the existing products of
competitors.
Figure 2 Labeling
:
S. THISHON J/BM/19/14/06 22
MARKETING ESSENTIALS
Market Description and Analysis
The total market size of the beverage industry is about 5 million and day by day it is increasing.
We have market of different convenient product. But as we are launching its new as well as very
initial product Oh Goodness Milkshake; we are focusing on the promotion and most importantly
looking forward to a satisfied customer base who will be our indirect marketer who will use word
of mouth to spread out about our product. Among the population we concerned about the target
working age group of 18-45 years old people.
3. Environmental Analysis
3.1 Internal Analysis
SWOT Analysis
Strengths
• Unique product features in terms of nutrition, flavor, packaging, test, hygienic etc.
• High quality product offering.
• Fewer prices than competitors.
• Maintaining strong delivery schedule.
• Company has strong manpower.
• Customer loyalty of the company.
• Use of modern technology & Public Relations.
• Financial stability.
• Product has the brand personality.
• Our company provides better quality & comfort.
• Brand of Oh Goodness has a strong image on customer’s mind set.
• Attractive packaging design.
MARKETING ESSENTIALS
Market Description and Analysis
The total market size of the beverage industry is about 5 million and day by day it is increasing.
We have market of different convenient product. But as we are launching its new as well as very
initial product Oh Goodness Milkshake; we are focusing on the promotion and most importantly
looking forward to a satisfied customer base who will be our indirect marketer who will use word
of mouth to spread out about our product. Among the population we concerned about the target
working age group of 18-45 years old people.
3. Environmental Analysis
3.1 Internal Analysis
SWOT Analysis
Strengths
• Unique product features in terms of nutrition, flavor, packaging, test, hygienic etc.
• High quality product offering.
• Fewer prices than competitors.
• Maintaining strong delivery schedule.
• Company has strong manpower.
• Customer loyalty of the company.
• Use of modern technology & Public Relations.
• Financial stability.
• Product has the brand personality.
• Our company provides better quality & comfort.
• Brand of Oh Goodness has a strong image on customer’s mind set.
• Attractive packaging design.
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MARKETING ESSENTIALS
Weakness
• “Oh Goodness Milkshake” is kind of a new product line of the company.
• As it is a new flavor product, it will be difficult to manage customers for the company.
• Lack of proper knowledge about the market and the demand because it’s never surveyed
before.
Opportunities
• There is a demand for this kind of product.
• Good and initiative employees.
• Developed communication channel.
• Company has a lot of proper channels to deliver the product.
• Market development & New innovate ideas
• Increasing population
• Changing social trends
Threats
• The present milkshake manufactures are also strong competitors.
• As it is a new product, there is a chance of rejection by the market.
• It may fail to fulfill the expectation of the customers.
• High cost of the raw materials.
• Political environment of the country.
• Lack of brand awareness.
• More substitutes drinking products
• Changes in consumer preference
• Chances of idea of product being copied
MARKETING ESSENTIALS
Weakness
• “Oh Goodness Milkshake” is kind of a new product line of the company.
• As it is a new flavor product, it will be difficult to manage customers for the company.
• Lack of proper knowledge about the market and the demand because it’s never surveyed
before.
Opportunities
• There is a demand for this kind of product.
• Good and initiative employees.
• Developed communication channel.
• Company has a lot of proper channels to deliver the product.
• Market development & New innovate ideas
• Increasing population
• Changing social trends
Threats
• The present milkshake manufactures are also strong competitors.
• As it is a new product, there is a chance of rejection by the market.
• It may fail to fulfill the expectation of the customers.
• High cost of the raw materials.
• Political environment of the country.
• Lack of brand awareness.
• More substitutes drinking products
• Changes in consumer preference
• Chances of idea of product being copied
S. THISHON J/BM/19/14/06 24
MARKETING ESSENTIALS
3.2 External analysis
PEST Analysis
A PEST analysis is an environmental audit tool that takes into consideration factors affecting the
success of the organizations extremely or from the external environment. The areas assessed
are physical, economical, socio-cultural and technological factors. Examples include political
scenario and stability, interest rates and unemployment, social norms and cultural beliefs and
technological progress. The PEST analysis for Oh Goodness Company is as follow:
Physical: The following physical factors may affective the performance of the Oh
Goodness Milkshake:
• Government policies.
• Change of government.
• Trading policies.
• Pressure groups such as social activities and trade unions.
• Funding, grants and initiatives.
• Conflicts
Economical: The following economic factors may affect the performance of the Oh
Goodness Milkshake:
• Situation of the Srilankan and the global economy and latest economic trends.
• Taxation laws and the level of taxation on goods and services.
• Seasonal factors.
• Interest and exchange rates, international trade and monetary policies.
Social: The following social factors may affect the performance of the Oh Goodness
Milkshake:
• Lifestyle trends of potential customers.
• Demographic
• Consumer behavior and attitudes.
• Media opinions.
• Ethic religious factors.
MARKETING ESSENTIALS
3.2 External analysis
PEST Analysis
A PEST analysis is an environmental audit tool that takes into consideration factors affecting the
success of the organizations extremely or from the external environment. The areas assessed
are physical, economical, socio-cultural and technological factors. Examples include political
scenario and stability, interest rates and unemployment, social norms and cultural beliefs and
technological progress. The PEST analysis for Oh Goodness Company is as follow:
Physical: The following physical factors may affective the performance of the Oh
Goodness Milkshake:
• Government policies.
• Change of government.
• Trading policies.
• Pressure groups such as social activities and trade unions.
• Funding, grants and initiatives.
• Conflicts
Economical: The following economic factors may affect the performance of the Oh
Goodness Milkshake:
• Situation of the Srilankan and the global economy and latest economic trends.
• Taxation laws and the level of taxation on goods and services.
• Seasonal factors.
• Interest and exchange rates, international trade and monetary policies.
Social: The following social factors may affect the performance of the Oh Goodness
Milkshake:
• Lifestyle trends of potential customers.
• Demographic
• Consumer behavior and attitudes.
• Media opinions.
• Ethic religious factors.
S. THISHON J/BM/19/14/06 25
MARKETING ESSENTIALS
• Fashion and role models
• Major events and influences.
Technological: The following social factors may affect the performance of the Oh
Goodness Milkshake:
• Innovation on potential.
• Global communications
• Maturity and advancement in technology.
• Research and development funding both privately and publicly.
Environmental factor
This factor highly influences of company industry. Oh Goodness Milkshake has highly impact on
environmental factor. Environmental factors of the Oh Goodness company environment which
affect the organization’s abilities to work properly.
Marketing/Product Objectives
• To increase the 25% market share & To increase profits
• To face strong competitors i.e., Kotmale
• To observe the market policy and market place in Srilanka
• To provide quality product our milkshake
• Developing a brand as well as product for a newly inaugurated venture
• Customer’s desire flexibility
• Provide a milkshake in recently price
MARKETING ESSENTIALS
• Fashion and role models
• Major events and influences.
Technological: The following social factors may affect the performance of the Oh
Goodness Milkshake:
• Innovation on potential.
• Global communications
• Maturity and advancement in technology.
• Research and development funding both privately and publicly.
Environmental factor
This factor highly influences of company industry. Oh Goodness Milkshake has highly impact on
environmental factor. Environmental factors of the Oh Goodness company environment which
affect the organization’s abilities to work properly.
Marketing/Product Objectives
• To increase the 25% market share & To increase profits
• To face strong competitors i.e., Kotmale
• To observe the market policy and market place in Srilanka
• To provide quality product our milkshake
• Developing a brand as well as product for a newly inaugurated venture
• Customer’s desire flexibility
• Provide a milkshake in recently price
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MARKETING ESSENTIALS
4. Marketing strategies
STP Process
4.1 Segmentation
We can evaluate market segments: The segments have been selected need to be evaluated
properly. For these three points are considered that are:
• Segments size and growth: it needs to consider the geographic and demographic
segments company has selected for introducing milkshake, the size of the
segment where the milkshake is going to be launched and its growth.
• Segment structural attractiveness: it involves power of the buyers of the milkshake,
suppliers of the milkshake and its availability in the segment.
• Company’s objectives and resources: targeting should be done in a way so that
the company can achieve its targets with the resources it has.
We can separate our target into four different segments based on their geographic, demographic,
psychographic and behavioral characteristics. Mature – 50%, Kids- 10%, Youngsters-20% &
Youth-
20% “Oh Goodness Milkshake” wants to satisfy its customer’s need which is why it is important
to identify the market needs. Our first consideration is to provide the best product to our
consumers. That’s why we offer three different sizes of bottle with different prices for its different
segment of customers.
250ml : The lowest possible price for the mid-level social class and individuals.
500ml : Its target is the obesity people, young working people Disease people and athletes.
1Liter : Nuclear family size.
MARKETING ESSENTIALS
4. Marketing strategies
STP Process
4.1 Segmentation
We can evaluate market segments: The segments have been selected need to be evaluated
properly. For these three points are considered that are:
• Segments size and growth: it needs to consider the geographic and demographic
segments company has selected for introducing milkshake, the size of the
segment where the milkshake is going to be launched and its growth.
• Segment structural attractiveness: it involves power of the buyers of the milkshake,
suppliers of the milkshake and its availability in the segment.
• Company’s objectives and resources: targeting should be done in a way so that
the company can achieve its targets with the resources it has.
We can separate our target into four different segments based on their geographic, demographic,
psychographic and behavioral characteristics. Mature – 50%, Kids- 10%, Youngsters-20% &
Youth-
20% “Oh Goodness Milkshake” wants to satisfy its customer’s need which is why it is important
to identify the market needs. Our first consideration is to provide the best product to our
consumers. That’s why we offer three different sizes of bottle with different prices for its different
segment of customers.
250ml : The lowest possible price for the mid-level social class and individuals.
500ml : Its target is the obesity people, young working people Disease people and athletes.
1Liter : Nuclear family size.
S. THISHON J/BM/19/14/06 27
MARKETING ESSENTIALS
4.2 Target marketing
The target market for Oh Goodness Milkshake would consist of all the Milkshake lovers worldwide
the product wouldn’t just be a Kotmale product; rather its target group would ideally consist of a
broad group of demographics from young to old as well as crossing between different
nationalities. Furthermore, the plan is to target the health conscious and energetic milkshake
lovers. A growing epidemic globally is obesity and other health issues that may arise from
consuming too much milkshake.
• Mature: The general matured people will acquire a significant portion of our target market
because they are already involved in important task to different sectors, get tired and suffer
from acidity the most. So, Oh Goodness Milkshake will be a very good solution for them.
Matured people are one of our major considerations because they are the potential
manpower who can better contribute to the development and that people caused by major
diseases so this people must to be used and followed the milkshake.
Obesity people also used that milkshake.
• Kids, youth and Youngsters: In this category peoples are basically the are one of our
largest target markets. In this segment, we get a lot of potential customer. They are much
more concerned on the values that Oh Goodness Milkshake bears.
4.3 Positioning
The positioning of our Oh Goodness Milkshake can be seen as high price high quality. Because
the Products produce the international quality level. The target customers of „Oh Goodness
Milkshake” are all age group people, health conscious people, Obesity people, Sports people,
Diseases people, working class people and tourists. If we consider price versus taste received
the we can see that taste received is more in value. Already market has low price low quality and
high price low quality Therefore, charging prices that we have mentioned earlier is justified. The
following graph gives a clear idea of our target market.
We want to put an image of our product in the consumers mind as compare to competitor’s
product. We want to target the Family members, adults, high school, college, Athletics, disease
people, graduate students, obesity people, elders, and government, private sectors that have to
work and need to “Oh Goodness Milkshake” them is an instant. The positioning is to conveniently
place our product in every grocery store in the region. The ideal purpose is to place our product
MARKETING ESSENTIALS
4.2 Target marketing
The target market for Oh Goodness Milkshake would consist of all the Milkshake lovers worldwide
the product wouldn’t just be a Kotmale product; rather its target group would ideally consist of a
broad group of demographics from young to old as well as crossing between different
nationalities. Furthermore, the plan is to target the health conscious and energetic milkshake
lovers. A growing epidemic globally is obesity and other health issues that may arise from
consuming too much milkshake.
• Mature: The general matured people will acquire a significant portion of our target market
because they are already involved in important task to different sectors, get tired and suffer
from acidity the most. So, Oh Goodness Milkshake will be a very good solution for them.
Matured people are one of our major considerations because they are the potential
manpower who can better contribute to the development and that people caused by major
diseases so this people must to be used and followed the milkshake.
Obesity people also used that milkshake.
• Kids, youth and Youngsters: In this category peoples are basically the are one of our
largest target markets. In this segment, we get a lot of potential customer. They are much
more concerned on the values that Oh Goodness Milkshake bears.
4.3 Positioning
The positioning of our Oh Goodness Milkshake can be seen as high price high quality. Because
the Products produce the international quality level. The target customers of „Oh Goodness
Milkshake” are all age group people, health conscious people, Obesity people, Sports people,
Diseases people, working class people and tourists. If we consider price versus taste received
the we can see that taste received is more in value. Already market has low price low quality and
high price low quality Therefore, charging prices that we have mentioned earlier is justified. The
following graph gives a clear idea of our target market.
We want to put an image of our product in the consumers mind as compare to competitor’s
product. We want to target the Family members, adults, high school, college, Athletics, disease
people, graduate students, obesity people, elders, and government, private sectors that have to
work and need to “Oh Goodness Milkshake” them is an instant. The positioning is to conveniently
place our product in every grocery store in the region. The ideal purpose is to place our product
S. THISHON J/BM/19/14/06 28
MARKETING ESSENTIALS
in as many stores worldwide such as supermarkets, connivance stores, malls, restaurants, Hotels,
sometimes even at discount stores and they even have especially stores.
Figure 3position
5.1 Competitor Analysis
A competitive analysis is the analysis of information that is important in nature and is not just a
list of an organization’s competitors. The goal of a competitive analysis is to identify and expand
upon competitive advantage, which are the benefits that the organization can offer customers that
the competition can’t or won’t supply. The competitive analysis for the Oh Goodness Milkshake
is as follow:
Oh Goodness major competitors are the similar milkshake product by Kotmale. However, from
amongst the two, Oh Goodness poses a relatively low level of threat on kotmale market share
and customer base due to its geographical distance from the Oh Goodness. Therefore, the major
competitor left for further competitive analysis is kotmale whose analysis is as follow:
Competitors Strength
• Established brands- the competitors have established brand like Kotmale.
• Product supply- the competitor’s product supply is very larger than our product.
Price- the products are similar price like us
High Quality
High Price
Low Price
MARKETING ESSENTIALS
in as many stores worldwide such as supermarkets, connivance stores, malls, restaurants, Hotels,
sometimes even at discount stores and they even have especially stores.
Figure 3position
5.1 Competitor Analysis
A competitive analysis is the analysis of information that is important in nature and is not just a
list of an organization’s competitors. The goal of a competitive analysis is to identify and expand
upon competitive advantage, which are the benefits that the organization can offer customers that
the competition can’t or won’t supply. The competitive analysis for the Oh Goodness Milkshake
is as follow:
Oh Goodness major competitors are the similar milkshake product by Kotmale. However, from
amongst the two, Oh Goodness poses a relatively low level of threat on kotmale market share
and customer base due to its geographical distance from the Oh Goodness. Therefore, the major
competitor left for further competitive analysis is kotmale whose analysis is as follow:
Competitors Strength
• Established brands- the competitors have established brand like Kotmale.
• Product supply- the competitor’s product supply is very larger than our product.
Price- the products are similar price like us
High Quality
High Price
Low Price
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MARKETING ESSENTIALS
Competitors Weakness
• We provide our product as a solution of nutrition and different diseases.
• Lack of investment in new product, service & experience.
• Shortage of skilled workforce.
• Less market shares
• Contains more sugar
• Contain more flavors
• Kotmale is flatter in comparison to Oh goodness
MARKETING ESSENTIALS
Competitors Weakness
• We provide our product as a solution of nutrition and different diseases.
• Lack of investment in new product, service & experience.
• Shortage of skilled workforce.
• Less market shares
• Contains more sugar
• Contain more flavors
• Kotmale is flatter in comparison to Oh goodness
S. THISHON J/BM/19/14/06 30
MARKETING ESSENTIALS
6. Marketing Mix
Our marketing mix for the new product “Oh Goodness Milkshake” is as follows:
6.1 Product
For launching a product in the market, the product will be sold under the brand name OH
GOODNEESS. There is some procedure that should be followed by every marketer to move in
the long run. Our product will enable our customer to have a different experience. They will be
able to differentiate our product in quality which is unique in the market. Generally different size
of Milkshake bottle will be produced for customer.
Form Liquid
Specialty High Protein
Packaging type :
Cuisine Srilankan
Brand Oh Goodness
Country of Origin America
Flavor Chocolate, Banana, Strawberry, Cheery
fruit, Yogurt & Cinnamon, Grapes, Dry
fruits
Beverage type Delicious & Smoothie
Bot tle
MARKETING ESSENTIALS
6. Marketing Mix
Our marketing mix for the new product “Oh Goodness Milkshake” is as follows:
6.1 Product
For launching a product in the market, the product will be sold under the brand name OH
GOODNEESS. There is some procedure that should be followed by every marketer to move in
the long run. Our product will enable our customer to have a different experience. They will be
able to differentiate our product in quality which is unique in the market. Generally different size
of Milkshake bottle will be produced for customer.
Form Liquid
Specialty High Protein
Packaging type :
Cuisine Srilankan
Brand Oh Goodness
Country of Origin America
Flavor Chocolate, Banana, Strawberry, Cheery
fruit, Yogurt & Cinnamon, Grapes, Dry
fruits
Beverage type Delicious & Smoothie
Bot tle
S. THISHON J/BM/19/14/06 31
MARKETING ESSENTIALS
Calories 157
Other ingredients No preservatives, no chemical, no colors
Table 1Product
MARKETING ESSENTIALS
Calories 157
Other ingredients No preservatives, no chemical, no colors
Table 1Product
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MARKETING ESSENTIALS
6.2 Price
Our pricing strategies for the product are for total cost which includes customs services and other
expenses. Pricing strategies usually changes as the product passes through its life cycle. The
price should be set at moderate level in order to attract a large number of buyers and to gain large
market share.
Price is the amount of money customer wish to pay to obtain the product. Our pricing strategy is
market skimming. Necessary strategies pertain to the locations of customer price flexibility related
item within a product line and terms. Here, we can set maximum
• LKR 250 for small
• LKR 350 for medium
• LKR 450 for large bottle
Discounts, allowances and payment period will be reasonable for customers. Price is determined
on the basic of size 7 packaging. In accordance to our strategy we have decided to offer the
product to the customers at the price of LKR 250. The price is very much compatible and the offer
is substantial enough to attract a large percentage of market in very quick time. Pricing policy
for its product due to the following reasons:
• Distinctive Packaging
• Brand Name
• Cost of raw materials
Our pricing objectives are:
• To achieve target sale
• Maximum current profits
• Target return on investment
• To market competition
MARKETING ESSENTIALS
6.2 Price
Our pricing strategies for the product are for total cost which includes customs services and other
expenses. Pricing strategies usually changes as the product passes through its life cycle. The
price should be set at moderate level in order to attract a large number of buyers and to gain large
market share.
Price is the amount of money customer wish to pay to obtain the product. Our pricing strategy is
market skimming. Necessary strategies pertain to the locations of customer price flexibility related
item within a product line and terms. Here, we can set maximum
• LKR 250 for small
• LKR 350 for medium
• LKR 450 for large bottle
Discounts, allowances and payment period will be reasonable for customers. Price is determined
on the basic of size 7 packaging. In accordance to our strategy we have decided to offer the
product to the customers at the price of LKR 250. The price is very much compatible and the offer
is substantial enough to attract a large percentage of market in very quick time. Pricing policy
for its product due to the following reasons:
• Distinctive Packaging
• Brand Name
• Cost of raw materials
Our pricing objectives are:
• To achieve target sale
• Maximum current profits
• Target return on investment
• To market competition
S. THISHON J/BM/19/14/06 33
MARKETING ESSENTIALS
6.3 Places
By using the present distribution channel can easily market this our new product. The company
has many consumer products. The company can use its present marketing channel to make the
products available all over the country. We also can make some new channels and assign some
distributors to promote this new product. The company can use its local offices to deliver to the
retailers. So at introduction stage, company’s current marketing channel is enough to deliver the
products to wholesalers and retailers.
To assure the availability of its product “Oh Goodness Milkshake” has established effective
network of registered dealers. The end consumers would then purchase “Oh Goodness
Milkshake” from retailer. The distributors are the most reliable distributors in the region. The enjoy
a flawless reputation combined with business relations with numerous retailers even in the rural
area of the distributors and near sides. This has ensured that “Oh Goodness Milkshake” will be
made available all over distributors.
Place represents the location where a product can be purchased. Our product “Oh Goodness”
would be launched in International market. It will be available/distribution in Oh Goodness every
major marketplace.
• Area distributors (Province-North, south, western, East & Central)
• Restaurant & Fast-food outlets (KFC, PIZZA HUT....)
• Supermarkets & Convenience Market Market coverage
MARKETING ESSENTIALS
6.3 Places
By using the present distribution channel can easily market this our new product. The company
has many consumer products. The company can use its present marketing channel to make the
products available all over the country. We also can make some new channels and assign some
distributors to promote this new product. The company can use its local offices to deliver to the
retailers. So at introduction stage, company’s current marketing channel is enough to deliver the
products to wholesalers and retailers.
To assure the availability of its product “Oh Goodness Milkshake” has established effective
network of registered dealers. The end consumers would then purchase “Oh Goodness
Milkshake” from retailer. The distributors are the most reliable distributors in the region. The enjoy
a flawless reputation combined with business relations with numerous retailers even in the rural
area of the distributors and near sides. This has ensured that “Oh Goodness Milkshake” will be
made available all over distributors.
Place represents the location where a product can be purchased. Our product “Oh Goodness”
would be launched in International market. It will be available/distribution in Oh Goodness every
major marketplace.
• Area distributors (Province-North, south, western, East & Central)
• Restaurant & Fast-food outlets (KFC, PIZZA HUT....)
• Supermarkets & Convenience Market Market coverage
S. THISHON J/BM/19/14/06 34
MARKETING ESSENTIALS
Table 2Places
6.4 Promotion
Actually, the promotion is a first step when we are launching a new product but we make its
strategies in last. We want to make a good image in mind of customers, so that they will buy only
our product. It plays an important role in the exchange process by informing customers of a
company’s product or service and convincing them of its ability to satisfy their needs or wants.
We will use the following promotional mix:
• Advertising
• Personal selling
• Direct marketing
• Sales promotion
The company will keep a handsome amount for the promotional activities of the product. As it is
a new product more promotion is needed to build up the product awareness. It will use ads through
TV, Radio, Internet, Home Delivery, Bill Board, Ticket Advertises, Concert Programs, PowerPoint
Information and Banner. Sales promotion Sponsor & Musical event Premium items give always
Manufacturer
Distrutors
WholesellerRetailer
Consumers
MARKETING ESSENTIALS
Table 2Places
6.4 Promotion
Actually, the promotion is a first step when we are launching a new product but we make its
strategies in last. We want to make a good image in mind of customers, so that they will buy only
our product. It plays an important role in the exchange process by informing customers of a
company’s product or service and convincing them of its ability to satisfy their needs or wants.
We will use the following promotional mix:
• Advertising
• Personal selling
• Direct marketing
• Sales promotion
The company will keep a handsome amount for the promotional activities of the product. As it is
a new product more promotion is needed to build up the product awareness. It will use ads through
TV, Radio, Internet, Home Delivery, Bill Board, Ticket Advertises, Concert Programs, PowerPoint
Information and Banner. Sales promotion Sponsor & Musical event Premium items give always
Manufacturer
Distrutors
WholesellerRetailer
Consumers
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S. THISHON J/BM/19/14/06 35
MARKETING ESSENTIALS
free burger/Pizza with our “Oh Goodness” Sponsor & awarding programmed etc. The company
will present its Milkshake to the market as healthy to all people.
6.5 Process
An Organization will cease to operate in the absence of business processes and procedures. The
Oats Milkshake process it’s huge one & it is not visible by the customers. Processes planning
main objectives are included Strategic planning, Content strategy, technical development,
Promotion, Measurement, and Optimization. These are mainly considered the process part. It has
the process like bottling, labeling and distribution etc. Process starts when the customers visit
online and the shops to buy it. Goodness Milkshake would be sold through the company’s website
and Marketplaces.
• Oh, Search via company's Website
• Adding Oh Goodness Milkshake to your basket
• Continue shopping
• Checkout and pay
• Finalize check out
MARKETING ESSENTIALS
free burger/Pizza with our “Oh Goodness” Sponsor & awarding programmed etc. The company
will present its Milkshake to the market as healthy to all people.
6.5 Process
An Organization will cease to operate in the absence of business processes and procedures. The
Oats Milkshake process it’s huge one & it is not visible by the customers. Processes planning
main objectives are included Strategic planning, Content strategy, technical development,
Promotion, Measurement, and Optimization. These are mainly considered the process part. It has
the process like bottling, labeling and distribution etc. Process starts when the customers visit
online and the shops to buy it. Goodness Milkshake would be sold through the company’s website
and Marketplaces.
• Oh, Search via company's Website
• Adding Oh Goodness Milkshake to your basket
• Continue shopping
• Checkout and pay
• Finalize check out
MARKETING ESSENTIALS
6.6 People
We have a policy for online interaction to make sure everyone stays on message, to reply on
correct time and to talk polite with customers. All firm hand out sales staff from the front row to
the executive director. Here given below products and services offer.
Figure 4People
Board Directors
Business Unit Head
Product ManagerFactory Manager HR Manager
Office Assistant/StaffArea ManagerSupervisor
SupervisorFactory staff
RepresentativeLab Assistant/Staff
6.6 People
We have a policy for online interaction to make sure everyone stays on message, to reply on
correct time and to talk polite with customers. All firm hand out sales staff from the front row to
the executive director. Here given below products and services offer.
Figure 4People
Board Directors
Business Unit Head
Product ManagerFactory Manager HR Manager
Office Assistant/StaffArea ManagerSupervisor
SupervisorFactory staff
RepresentativeLab Assistant/Staff
S. THISHON J/BM/19/14/06 1
MARKETING ESSENTIALS
6.7 Physical Evidence
You can easy to identify our product
• Logo, colors and images
• Our product package weight & pack color Easy to identified by its looks.
• Decor and Architecture
• Infrastructure Facilities
• Service delivery
7. Marketing Implementation
7.1 Product and Process
Table 3 Product and Process
MARKETING ESSENTIALS
6.7 Physical Evidence
You can easy to identify our product
• Logo, colors and images
• Our product package weight & pack color Easy to identified by its looks.
• Decor and Architecture
• Infrastructure Facilities
• Service delivery
7. Marketing Implementation
7.1 Product and Process
Table 3 Product and Process
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S. THISHON J/BM/19/14/06 2
MARKETING ESSENTIALS
7.2 Risk and process
Process Risk Solution
Supplier Selection Honesty
Trust
Strong relationship with suppliers
Raw materials orders Raw material quality
Payments methods
Transection issues
• Payments method
• Select the suitable quality
• Online transection
Raw materials receive Quantity
Different flavors
Damage
• Raw material checking
• Counting
• Sample checking
Mixing Raw Materials Bottle damaged
Lacking knowledge of staff
• Training
• Requirement the maintain staff
Packaging
Labeling errors
Lacking knowledge of staff
Bottle damaged
Quality of packaging
• Make clear before packing
• Require the staff
• Buy new safety bottles
• Require the quality supervisor
Store Lack of store place
Secure problem
Expiry dates
• CCTV cameras and security staffs
• Properly arrangements
• Finding stock
Promotion activity Competitive activities
Lack of marketing staff
Upcoming marketing staff
Lack of marketing knowledge
• To promote the benefits positions
• Require the staff
• Training process & Rewarding
MARKETING ESSENTIALS
7.2 Risk and process
Process Risk Solution
Supplier Selection Honesty
Trust
Strong relationship with suppliers
Raw materials orders Raw material quality
Payments methods
Transection issues
• Payments method
• Select the suitable quality
• Online transection
Raw materials receive Quantity
Different flavors
Damage
• Raw material checking
• Counting
• Sample checking
Mixing Raw Materials Bottle damaged
Lacking knowledge of staff
• Training
• Requirement the maintain staff
Packaging
Labeling errors
Lacking knowledge of staff
Bottle damaged
Quality of packaging
• Make clear before packing
• Require the staff
• Buy new safety bottles
• Require the quality supervisor
Store Lack of store place
Secure problem
Expiry dates
• CCTV cameras and security staffs
• Properly arrangements
• Finding stock
Promotion activity Competitive activities
Lack of marketing staff
Upcoming marketing staff
Lack of marketing knowledge
• To promote the benefits positions
• Require the staff
• Training process & Rewarding
S. THISHON J/BM/19/14/06 3
MARKETING ESSENTIALS
Delivery to distributors Vehicle damaged
Payment issues
Delivery staff
Accident issues
• Hiring vehicles
• Advance payment
• Require the staff
• Safety guards
Table 4Risk and process
MARKETING ESSENTIALS
Delivery to distributors Vehicle damaged
Payment issues
Delivery staff
Accident issues
• Hiring vehicles
• Advance payment
• Require the staff
• Safety guards
Table 4Risk and process
MARKETING ESSENTIALS
7.3 Budget and process
Se. No Description Amount
1 Cost of land 250,00,000
2 Advertising 2,75,000
3 Raw material 5,00,000
4 Stationery 50,000
5 Office expenses 1,00,000
6 Furniture 5,00,000
7 Electricity cost 10,00,000
8 Staff salaries (For the year) 4,01,882
9 Freight inward charges 60,000
10 Repair and maintenance 150,000
11 Research and development 90,000
12 Training and development 5,08,000
13 Technology (Designing cost) 15,00,000
14 Transportation cost 30,00,000
15 Marketing media expenses 6,648,630
Total fund 6,998,630.00
Table 5Budget and process
7.3 Budget and process
Se. No Description Amount
1 Cost of land 250,00,000
2 Advertising 2,75,000
3 Raw material 5,00,000
4 Stationery 50,000
5 Office expenses 1,00,000
6 Furniture 5,00,000
7 Electricity cost 10,00,000
8 Staff salaries (For the year) 4,01,882
9 Freight inward charges 60,000
10 Repair and maintenance 150,000
11 Research and development 90,000
12 Training and development 5,08,000
13 Technology (Designing cost) 15,00,000
14 Transportation cost 30,00,000
15 Marketing media expenses 6,648,630
Total fund 6,998,630.00
Table 5Budget and process
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S. THISHON J/BM/19/14/06 5
MARKETING ESSENTIALS
7.4 Staff and process
Process Staff Report Person
Supplier Selection Production manager
Business Unit head
• Business unit head
• Board directors
Raw materials orders Product manager Business unit head
Raw materials receive Factory manager
Product manager
Factory staff
• Business unit head
• Business unit head
• Factory manager
Mixing Raw Materials Factory staff Business unit head
Packaging Staff
Quality supervisor
Product manager
• Quality supervisor
• Product manager
• Business unit head
Store Staff
Store keeper
Store manager
• Product manager
• Business unit head
• Store manager
• Store keeper
Promotion activity Representatives
Supervisors
Area manager
Product manager
Sales Manager
• Supervisor
• Area manager
• Product manager
• Business unit head
Delivery to distributor Staff & Supervisors
Representatives
Area manager
Delivery Staff & Agent
• Supervisors
• Product manager
• Area manager
• Business unit head
Table 6Staff and process
MARKETING ESSENTIALS
7.4 Staff and process
Process Staff Report Person
Supplier Selection Production manager
Business Unit head
• Business unit head
• Board directors
Raw materials orders Product manager Business unit head
Raw materials receive Factory manager
Product manager
Factory staff
• Business unit head
• Business unit head
• Factory manager
Mixing Raw Materials Factory staff Business unit head
Packaging Staff
Quality supervisor
Product manager
• Quality supervisor
• Product manager
• Business unit head
Store Staff
Store keeper
Store manager
• Product manager
• Business unit head
• Store manager
• Store keeper
Promotion activity Representatives
Supervisors
Area manager
Product manager
Sales Manager
• Supervisor
• Area manager
• Product manager
• Business unit head
Delivery to distributor Staff & Supervisors
Representatives
Area manager
Delivery Staff & Agent
• Supervisors
• Product manager
• Area manager
• Business unit head
Table 6Staff and process
S. THISHON J/BM/19/14/06 6
MARKETING ESSENTIALS
7.5 Communication and process
Process Communications Solutions of tools
Supplier Selection • Advertisement
• Selection
• Selecting the right person
• Negotiation
• Social medias,
Newspaper
• Qualification
• Interviews
• Demand
Raw materials orders • Sending Quotation
• Receiving quotation updated
Fax, mail and letters
Raw materials receive • Transport systems
• Invoice
• Quality document
• Quantity document
• Damaged goods document
• Billing
• Computer System
• vehicles
Mixing Raw Materials • Material mixing Document
• Data Entry Document
• Performance sheet
• Computer System
• Appraisal
Packaging • Staff Entry
• Daily report
• Performance sheet
• Computer System
• Appraisal
• Online system
Store • Staff Entry
• Daily report
• Performance sheet
• Invoice
• Computer System
• Appraisal
• Online system
• Billing system
Promotion activity • Data Entry Report
• Performance sheet
Compliments
• Phone system
• Gift and voucher
• Appraisal & Sampling
MARKETING ESSENTIALS
7.5 Communication and process
Process Communications Solutions of tools
Supplier Selection • Advertisement
• Selection
• Selecting the right person
• Negotiation
• Social medias,
Newspaper
• Qualification
• Interviews
• Demand
Raw materials orders • Sending Quotation
• Receiving quotation updated
Fax, mail and letters
Raw materials receive • Transport systems
• Invoice
• Quality document
• Quantity document
• Damaged goods document
• Billing
• Computer System
• vehicles
Mixing Raw Materials • Material mixing Document
• Data Entry Document
• Performance sheet
• Computer System
• Appraisal
Packaging • Staff Entry
• Daily report
• Performance sheet
• Computer System
• Appraisal
• Online system
Store • Staff Entry
• Daily report
• Performance sheet
• Invoice
• Computer System
• Appraisal
• Online system
• Billing system
Promotion activity • Data Entry Report
• Performance sheet
Compliments
• Phone system
• Gift and voucher
• Appraisal & Sampling
S. THISHON J/BM/19/14/06 7
MARKETING ESSENTIALS
Delivery to distributors • Delivery places
• Invoice
• Online delivery system
• Billing system
Table 7Communication and process
7.6 Marketing activity Month
:
Marketing activity Month Expected outcome
Oh Goodness design &
Productions
September 2020 • Increase brand awareness and brand‟s
positive image.
• Increase awareness of obesity &
Diseases.
• Advertising Efforts Print
add
TV Commercial
Radio ad
Online ads and social
networking sites
• Sales promotion
25% off print items
Special Milkshake
bottles
• Milkshake Event
Oh Goodness
Milkshake Awareness
Walk
October 2020 • Sales to increase due to promotional and
advertising efforts.
• Brand will positive reviews and gain
positive image.
• Significant product awareness.
MARKETING ESSENTIALS
Delivery to distributors • Delivery places
• Invoice
• Online delivery system
• Billing system
Table 7Communication and process
7.6 Marketing activity Month
:
Marketing activity Month Expected outcome
Oh Goodness design &
Productions
September 2020 • Increase brand awareness and brand‟s
positive image.
• Increase awareness of obesity &
Diseases.
• Advertising Efforts Print
add
TV Commercial
Radio ad
Online ads and social
networking sites
• Sales promotion
25% off print items
Special Milkshake
bottles
• Milkshake Event
Oh Goodness
Milkshake Awareness
Walk
October 2020 • Sales to increase due to promotional and
advertising efforts.
• Brand will positive reviews and gain
positive image.
• Significant product awareness.
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S. THISHON J/BM/19/14/06 8
MARKETING ESSENTIALS
Sales Promotion
25% off milkshake
items
25% off all items
coupons
Special Milkshake
bottles
November 2020 • Significant increase in sales due to
promotional and advertising efforts
• Significant product awareness
Table 8Marketing activity Month
MARKETING ESSENTIALS
Sales Promotion
25% off milkshake
items
25% off all items
coupons
Special Milkshake
bottles
November 2020 • Significant increase in sales due to
promotional and advertising efforts
• Significant product awareness
Table 8Marketing activity Month
S. THISHON J/BM/19/14/06 9
MARKETING ESSENTIALS
8.Evaluation and control
Process Performance Measurement
Supplier Selection
• Trust/honest
• Quality
• Sustainable
Raw materials orders • Price
• Expiry date
Raw material receives
• Quality
• Quantity
• Damage
• Date and Time
Mixing raw materials
• Combination mixing
• Wastages
• Quantity
Packaging
• Quality & Quantity
• Expiry Date & Time
• Staff
Store
• Staff
• Distances
• Date & Time
Promotion activity
• Promotion tools
• Payments
• Price
• Sales
Delivery to distributors
• Orders
• Transport
• Return goods
• Delivery goods
Table 9Evaluation and control
MARKETING ESSENTIALS
8.Evaluation and control
Process Performance Measurement
Supplier Selection
• Trust/honest
• Quality
• Sustainable
Raw materials orders • Price
• Expiry date
Raw material receives
• Quality
• Quantity
• Damage
• Date and Time
Mixing raw materials
• Combination mixing
• Wastages
• Quantity
Packaging
• Quality & Quantity
• Expiry Date & Time
• Staff
Store
• Staff
• Distances
• Date & Time
Promotion activity
• Promotion tools
• Payments
• Price
• Sales
Delivery to distributors
• Orders
• Transport
• Return goods
• Delivery goods
Table 9Evaluation and control
S. THISHON J/BM/19/14/06 10
MARKETING ESSENTIALS
9.Conclusion
We have discussed the full description of the marketing plan of our product. Actually, preparing
marketing plan for a product helps to promote organization recognition and enhance product
selling. We think this report will definitely help to achieve business ideas for the new comers and
students.
We conclude that Oh Goodness Beverage Pvt Ltd is very well organized, well developed and
progressive company and we conclude our product features and quality are satisfied customers
needs and it is also help full to environment
Within the planning of the new product launch and marketing plan, Team C focused on Oh
Goodness Beverage Pvt Ltd the company that has a great relationship with their customers and
continues to remain customer focus in presenting the newest products that customers look for.
Oh goodness continues to create the products of quality and continue advance in the product
development and marketing of the products.
Our team also focused on the situational analysis, and the market growth potential competitive
analysis. Financial data showed the sales forecast, marketing expenses, and promotional budget
and the marketing objectives indicated the years of action in building the marketing share for Oh
Goodness Beverage Pvt Ltd.
MARKETING ESSENTIALS
9.Conclusion
We have discussed the full description of the marketing plan of our product. Actually, preparing
marketing plan for a product helps to promote organization recognition and enhance product
selling. We think this report will definitely help to achieve business ideas for the new comers and
students.
We conclude that Oh Goodness Beverage Pvt Ltd is very well organized, well developed and
progressive company and we conclude our product features and quality are satisfied customers
needs and it is also help full to environment
Within the planning of the new product launch and marketing plan, Team C focused on Oh
Goodness Beverage Pvt Ltd the company that has a great relationship with their customers and
continues to remain customer focus in presenting the newest products that customers look for.
Oh goodness continues to create the products of quality and continue advance in the product
development and marketing of the products.
Our team also focused on the situational analysis, and the market growth potential competitive
analysis. Financial data showed the sales forecast, marketing expenses, and promotional budget
and the marketing objectives indicated the years of action in building the marketing share for Oh
Goodness Beverage Pvt Ltd.
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S. THISHON J/BM/19/14/06 11
MARKETING ESSENTIALS
9.1 References
Amazing Benefits Of Oats: Does A Bowl Of Oatmeal A Day, K., 2020. 9
Amazing Benefits Of Oats: Does A Bowl Of Oatmeal A Day, Keep Diseases At
Bay?. [online] NDTV Food. Available at: <https://food.ndtv.com/health/benefits-
ofoats-1234330> [Accessed 26 May 2020].
Boddy, C., 2007. Academia marketing myopia and the cult of the PhD.
Marketing Intelligence & Planning, 25(3), pp.217-228.
Fitday.com. 2020. The Nutrition Of Milkshakes / Nutrition / Healthy Eating.
[online] Available at: <https://www.fitday.com/fitness-
articles/nutrition/healthyeating/the-nutrition-of-milkshakes.html> [Accessed
26 May 2020].
Fitday.com. 2020. The Nutrition Of Milkshakes / Nutrition / Healthy Eating.
[online] Available at: <https://www.fitday.com/fitness-
articles/nutrition/healthyeating/the-nutrition-of-milkshakes.html> [Accessed
26 May 2020].
FrogDog Marketing. 2020. Make Your Marketing Implementation A Success.
[online] Available at: <https://www.frog-dog.com/magazine/make-your-
marketingimplementation-a-success> [Accessed 26 May 2020].
Harris, L., 1996. The impediments to initiating planning. Journal of Strategic
Marketing, 4(2), pp.129-142.
Locusassignments.com. 2020. Unit 2 Marketing Essentials Assignment Sample
Copy - EE Limited. [online] Available at:
MARKETING ESSENTIALS
9.1 References
Amazing Benefits Of Oats: Does A Bowl Of Oatmeal A Day, K., 2020. 9
Amazing Benefits Of Oats: Does A Bowl Of Oatmeal A Day, Keep Diseases At
Bay?. [online] NDTV Food. Available at: <https://food.ndtv.com/health/benefits-
ofoats-1234330> [Accessed 26 May 2020].
Boddy, C., 2007. Academia marketing myopia and the cult of the PhD.
Marketing Intelligence & Planning, 25(3), pp.217-228.
Fitday.com. 2020. The Nutrition Of Milkshakes / Nutrition / Healthy Eating.
[online] Available at: <https://www.fitday.com/fitness-
articles/nutrition/healthyeating/the-nutrition-of-milkshakes.html> [Accessed
26 May 2020].
Fitday.com. 2020. The Nutrition Of Milkshakes / Nutrition / Healthy Eating.
[online] Available at: <https://www.fitday.com/fitness-
articles/nutrition/healthyeating/the-nutrition-of-milkshakes.html> [Accessed
26 May 2020].
FrogDog Marketing. 2020. Make Your Marketing Implementation A Success.
[online] Available at: <https://www.frog-dog.com/magazine/make-your-
marketingimplementation-a-success> [Accessed 26 May 2020].
Harris, L., 1996. The impediments to initiating planning. Journal of Strategic
Marketing, 4(2), pp.129-142.
Locusassignments.com. 2020. Unit 2 Marketing Essentials Assignment Sample
Copy - EE Limited. [online] Available at:
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