Executive Summary

This marketing plan will form the introduction of a new nutritional food called Great Taste
Pickles. After analyzing the product and its potential consumers this plan outlines strategies
to implement and achieved the set aims such as, ‘to generate a 10% profit after the first
month, after being launched’. Marketed as an easy and natural alternative, Great Taste
Pickles will bring a healthy aspect to food nutrition and conditions affected by food
consumption. Great Taste Pickles is a new company and brand established with the launch of
these nutritious foods. Research and analysis into the current market will enable the product
to move forward into the consumer’s eyes and minds, enabling it to progress and result in
becoming a successful product.

Aims

The aim of this product is to give a convenient way for customers who have a low
maintenance of health food, such as high in cholesterol, low calcium, low fibre etc., to access
to specific types of food that can help with the condition. Healthy foods with natural
ingredients.

Objectives (SMART)

 To provide nutritional for in order to persuade people to choose a healthier diet,

which coincides with any conditions the may have, while generating company profits
by 10% during a 4-month campaign.

 To gain awareness of Great Taste Pickles as a new product by creating and web based
campaign running over 4 months in order to generate profit by 10%.

 To encourage people to choose to eat healthier and more natural foods by gaining
awareness of Great Taste Pickles by the end of the first month and holding a number
of events with feedback to measure interest.

“Most people fail in life not because they aim too high and miss, but because they aim
too low and hit.”
Great Taste Pickles Vision

We will create a community that will embrace a new understanding of health and happiness.
In so doing we will craft a unique model for success in the world of food, nutrition, health,
and happiness—one measured by compassion, understanding, and discernment versus
judgment. One filled with knowledge, tips, tools and hope versus dictating values, fads, or
prescribing some self-serving path. We whole heartedly acknowledge that everyone is on
their own journey and that judgment only serves to isolate people.

Great Taste Pickles Mission

To continuously develop and produce quality products that meet the customers and markets
demands, compatible with applicable regulatory requirements and be a consumer oriented
company with keen insigne of food products ensuring quality panty consistency and
authentic taste to operate with state of the art technology to obtain optimum results and retain
highest quality standard thrived efficient and motivation human resource and inculcate in
them a sense of participation and proved for personal goals and development.

Target Market

The ideal customer for Great Taste Pickles is willing to take a little extra time and spend a
little extra money to eat healthy, natural food. He or she knows the difference between foods
with natural ingredients and process foods, which make no promises about organic quality,
and those that do. The customer knows that organic food tastes as good as, or better, than
conventionally grown good, and believes that there does not need to be any difference
between eating what is good for the environment and eating what is healthy. This ideal
customer would look for organic labels in grocery stores and be more inclined to buy from
socially conscious brands elsewhere.

Keys to success:

 Offer simple, delicious menu items.

 Treat every customer as if they are the only customer.
 Design and employ strict financial controls.
Market Analysis Summary

The market can be divided into two market segments, families and individuals. Families will
comprise the majority of enjoying their time eating Great Taste Pickles product with their
families and with individuals making up for them to relax and just eat a healthy food. Great
Taste Pickles will be operating within the cycle of healthy foods. Great Taste Pickles will be
competing against other foods that are ready to eat anywhere.

Market Segmentation

Great Taste pickles market is segmented on the basis of type, form, nature and regions.

On the basis of product type, Great Taste pickles market segments into kosher, polish,
genuine, baby, and others. Among all of these, kosher and genuine holds the major share and
is expected to register a growth during the forecasted period. Type of the pickles available in
market is totally depending upon the method of fermentation and ingredients used in
production.

On the basis of form, segmentation include whole-shaped, spear-shaped or sliced. Among all
of these, whole-shaped pickles grab the major share and are expected to fuel the market over
the forecasted period.

On the basis of nature, it is segmented into two categories include organic and processed.
Among both, organic segment dominates the market and is expected to dominate over the
forecasted period. Hence, the Great Taste pickle market is expected to significantly increase
the revenue contribution over the forecast period.

Marketing Strategy

The goal of the marketing strategy will be to raise awareness levels regarding Great Taste
Pickles and the offerings and value. The message will be that Great Taste Pickles is a
convenient, healthy fast-casual alternative food. Great Taste Pickles will employ several
marketing outlets:

 Print media advertising

 Flyers: Passed around to local businesses with coupons attached to introduce the
community to Great Taste Pickles and creating an economic incentive to try it.
 Entertainment book coupons: Presented within the first month of entering a market.
The effectiveness of these books diminishes after approximately two months and
Great Taste Pickles will turn to more cost effective marketing expenditures.
Strategy and Implementation Summary

Great Taste Pickles will leverage its two-pronged competitive edge to quickly gain market
share. The competitive edge consists of an experience focus (ensuring that the customer's
experience is top notch) and offering a fast, healthy, all natural ingredients foods. Great Taste
Pickles marketing effort will focus on communicating the message that it offers a convenient,
healthy eating experience. This will be accomplished through a variety of ways to be detailed
in the Marketing Strategy section. Great Taste Pickle’s sales strategy will be an effort to
convert potential and first-time customers into long-term customers.

Competitive Edge

The importance of the experience. With so many canned goods and prepared food being
offered at grocery markets, the customer experience becomes extremely important as an
effective way of distinguishing offerings. When a customer has a good experience at eating
the product, there is a significant chance that they will become a repeat customer. It is this
experience that remains in the customer's mind well after they have consumed all of it. This
memory is what is communicated to their friends and colleagues.

SWOT Analysis

Strengths:
 Offer high quality and healthier products.
 A wide range of healthy food items.
 Good customer service.
Weaknesses:
 You might need to spend more on marketing and give away more free samples.
 You might need to sell your product at break-even or at a loss for a short time to
introduce yourself to customers.
Opportunities:
 Allows you to set your prices higher for a short period if competition isn’t an issue.
 If you have lower overhead costs than a mature competitor, you might be able to
price yourself more competitively.
 Take advantage of the media’s interest in new products by mounting an aggressive
public relations campaign that educates news outlets.
Threats:
 Competition changing the playing field after you launch.
 Raw materials shortages due to seasonal changes.