MARKETING PLAN

Market Analysis

 Porters five force analysis

Bargaining Power of Suppliers -

Threat of Substitutes - High Medium
               
               
    Competitive Rivalry    
    Medium    
               

Threat of New Entrants - Medium Bargaining Power of Buyers - Low

The Popsicle market has been growing steadily year over year. This is an industry with a history
of consistent growth that is projected to continue in the future. We believe that the families that
are not properly served present an opportunity for us. We will have additional sales on weekends
and holidays. While there are some opportunities for us during the winter, late-fall and early-
spring, sales during these time are limited. Our greatest opportunities will be in the late-spring,
summer and early-fall.

STP

Segmentation
We will segment our market based on our customers to offer them varieties of products with
different price options and as per different locations and promote them through different
channels.
We will have different segments like
1. Households with children will be a major segment to focus upon since children love to
eat various delicious flavors of popsicles more often than not – Age and Flavour (Taste)
based.
2. Teenagers both boys and girls will form a part of our target segments too - Age and
Flavour based.
3. Our target segments will also include the middle age and old age group people too – Age,
and Flavour based (Focusing on healthy variants).

Targeting

Nearby school and colleges with many target customers (families with children) – Location
based targeting.

Upper and middle class families with children that are frequently seen in high traffic areas, fairs,
festivals and gatherings – Event based targeting.
Positioning

We will be positioning ourselves as a brand offering various premium flavors of popsicles with
many healthier options in the catalogue that doesn’t compromise on the quality unlike many
competitors targeting upper and middle class families with children.
MARKETING STRATEGY

The vast majority of popsicle businesses customers will be people who are walking by. Thus,
advertising efforts should focus on getting the attention of nearby people. Signs and free samples
are two of the best ways to get people to consider purchasing a popsicle.
In Popsicle business creative, delicious and unique flavors attract customers. Business owners
should always be developing new flavors. New popsicles keep menu offerings interesting and
fresh. We will be providing popsicles options with mixed flavours also to attract more customers.
Your brand is what your company stands for, as well as how your business is perceived by the
public. A strong brand will help our business stand out from competitors. Popsicles are more
than just desert they are an experience, our Popsicle brand will create an experience offering a
healthy choice that ensures a mix of nostalgia and quality.
A business website that allows customers to learn more about our company and the products or
services we offer is essential. Social media can also be used to attract new clients or customers.