A Detailed Marketing Plan for Wilkinson's 'Health Kart' Product

This report presents a comprehensive marketing plan for Wilkinson's new product, 'Health Kart,' a healthy meal package. It includes a company overview, product overview, supplier information, and a SWOT analysis identifying strengths, weaknesses, opportunities, and threats. The plan outlines objectives to increase sales, market share, and brand awareness, targeting young people and health-conscious individuals. Segmentation, targeting, and positioning strategies are discussed, along with the marketing mix (product, price, promotion, and place). The report also covers marketing strategies, tactics, actions, budget, and control measures, concluding with a final analysis emphasizing the importance of innovative products and effective marketing techniques. This assignment solution is available on Desklib, a platform offering study tools for students.

Marketing
Marketing plan of Wilkinson

Content Covered
• Introduction
• Marketing Plan
• Executive summary
• Company overview
• Product overview
• Supplier information
• Swot analysis
• Objectives
• STP
• Marketing mix
• Final analysis

Introduction
Marketing plan refers to control and operate many functions
which help to achieve all goals and objectives of an
organisation.
In this presentation, marketing plan of Wilkinson company is
stated which will aid in attaining organisation’s goals and
objectives.
It helps in evaluating the current and future position of
organisation.

Marketing plan
Marketing plan helps to achieve organisational objectives
within specific time period.
It helps to develop marketing strategies that attract large
number of customers.

Company overview
Wilkinson is the biggest retail store that serves different types of
products to their customers such as grocery items, kitchen
appliances, pet foods, etc. They mainly sell home products in the
market. Marketing plan provides required data or information of
company such as address, location, Email Id, contact number, etc.
It helps to attract more customers towards their products.

Product Overview
Wilkinson is going to launch a new food product in the
segment of healthy meal. It is named “Health kart”.
Health kart is a package of different fresh food products
that are ready to cook and eat.
It is safe, secure and healthy food item. It is good for
customers health.

Marketing Plan

Supplier Information
The product will be supplied by new company which
prepares these healthy meals. It is known as Kristys.
It will be supplying 5000 meals packages per week at the
cost of 10000 pounds.
The cited supplier provides these items to different type of
buyers that includes kids, school student and adult people.
Kristy make products to fill delicious ingredients which
attracts buyers towards their food item.

SWOT Analysis
Wilkinson analyses internal factors of company’s environment.
Firm has to identify company's strengths, weaknesses,
opportunities and threats for which SWOT analysis will be done
which is stated as below:
Strengths
Develop innovative goods and
services
Maximum economic growth
Weaknesses
Lack of technical skills
Managerial issues
Opportunities
Expanding business
Provides online products
Threats
New entry in market
Tough competitors

Objectives
 Wilkinson aim is to increase sale of product to target some
specific customers. Company will capture its competitors
profit price which is 50%.
 Firm grow their market share approx. 60% in the market
 The company build awareness about their new product
 They want to increase their profit ratio by 8%.
 Company enhance customer relationship.

Segmentation, Targeting and Positioning
Segmentation
Firm has to use adequate
means and hard pressing. The
cited company segment target
customers.
Targeting
Company will be targeting young people,
fast live living individuals and ideal
customers.
Positioning
Currently business positioning it self to be a healthy meal provider which is
good for kids and young people who like to eat fast food in healthy way.

Marketing Mix
 Product- Health kart (Healthy
meal)
 Price- 5 Pound (2 Packet)
 Promotion- By newspaper,
online and advertisement
 Place- Down-town area, London

Marketing Strategies
Wilkinson’s main strategy is to satisfy their customers and need to serve them
quality products that help to expand their business in the market. They need to
use different policies and strategies that help to prepare budgets of company.
Number and power of competitors
Company’s strengths
Size of business
Financial position
Government influence

Tactics and Actions
Wilkinson need to achieve target goals and objectives.
Company adopt strategic method to promote the products of
business which helps in increasing sale and maintain
competitive products.
This marketing strategy attract new customers and satisfy
them in efficient manner.

Budget and Control
Budget- Wilkinson prepared their budgets on the basis of past data
or information and they need to develop marketing activities in an
organisation. Company has expected expenditure amount is around
25000 pound.
Control- It is important to control all activities or functions of
marketing in an enterprise.

Final Analysis
Wilkinson develops innovative products that help to expand their
business in the marketplace. They should use marketing strategies
which help to identify the latest methods and techniques of
company.
It helps to analyse the current and future goals along with
objectives in an effective and efficient manner.

REFERENCES
Ferrell, O. C. and et. al., 2010. From market orientation to
stakeholder orientation. Journal of Public Policy &
Marketing. 29(1). pp.93-96.
Galbreath, J., 2010. Drivers of corporate social responsibility: The
role of formal strategic planning and firm culture. British
Journal of Management. 21(2). pp.511-525.
Greene, H., 2011. Freshmen marketing: A first-year experience
with experiential learning. Marketing Education Review.
21(1). pp.79-88.

THANK YOU!!