MARKETING MANAGEMENT-II

Marketing Plan Project - Evaluating a New

Product Opportunity
Group 14
EXECUTIVE SUMMARY:
This report explains the marketing plan for launching our new service i.e.-Odia Munchies. It
will be an application based snacks delivery of authentic Odisha’s best homemade snacks at
customer’s door step. In the beginning of the report we have explained the vision and mission
statement of the company. Initially it will be introduced in BBSR, Odisha market with the
help of various promotional display and advertisements and distribution of samples to the
public. Initially proper care will be taken while tying up with proper retails. Wholesalers and
homemakers who wants to earn will be the resource of our products. We have done a market
research, which includes primary and secondary research. The primary study focus on survey
of customers thorough online platform about their liking and disliking towards our product.
Through this strategy, company can penetrate in the market and can attract bulk number of
customers.
Then we have explained the purposes, benefits, and objectives of the products that we are
going to deliver. As there is almost few competitors in our market for which we need to make
high standards. Here our main target customers will be the families and bachelors, as a plate
of snacks is needed all the time. So we want to deliver them best of the snacks will refresh
their mind for which they do not have to worry about they can get it by there doorstep by
ordering snacks through our application. Then we have explained the proper marketing mix
strategy for our product that we are going to implement. We have divided market into
different segments according to their need and decided to target kids, youngsters, mature and
old age person who loves to eat snacks in their leisure time.
We have also paid special attention to the packaging and price of our product. Proper care
will be taken to train and give proper benefits to our Delivery guys. We will promote our
product through media, cables and social media. We will be conducting customer feedback
survey to know the opinion of public about our service as well as product. So that we can
develop accordingly.

Service description:
We have developed a both offline and online platform for ordering from a wide range of
listed Odisha’s authentic snacks. We will be having our own fleet of delivery personnel who
will pick up the order from the partner retailers, home or wholesalers and deliver it to the
customers at their doorsteps. In offline methods, customers can order and customize as per
their need. For this one can open our application i.e. - Odia Munchies which will be available
in google play store and apple I-store. As of today, no such product is delivered other than
online companies Swiggy and Zomato but they mainly focus into cooked food delivery
business. However, the product we will be delivering will be mainly handmade snacks taken
from different remote rural areas by doing so we can maintain purity of our product as well as
giving opportunity to the people of rural areas to earn something out of it. As we know all
customers of Odisha loves the authenticate flavours of Odisha’s snacks that they used to
enjoy when they were child in their village. All customers wanted to spend their leisure time
with their family enjoying watching tv with a cup of tea and a good snack. Now a days it is
hard to find a good snack from market as most of the snacks are made in factories with poor
ingredients and so snacks are losing their authenticity. Therefore, we wanted to provide our
customer best snacks with that authentic taste that they used to get previously. By doing a
good amount of market research, we came to know people are looking for snacks but not
getting the desired quality so the consumption of is decreasing day by day. So we have
chosen online platform to sell our product which will ensure all will be getting the benefits as
the best of the product will be will be delivered to them in their doorsteps. Retailers can also
order our products in bulk and we will be giving them benefits and will provide them
discount. We will provide all possible flavours and variety of snacks as per the requirement
of customers. We will also conduct a survey to know the customer taste and will try to serve
those products in immediate basic. As customers are acquainted with buying from retailers,
we need to create a lot of awareness about our product and services through social media,
advertisement through print media and television.

Objectives:
Great marketing plans are built on a foundation of goals that represent your most pressing
business needs. Marketing is all about goals l. Without them, you have no way knowing
whether your work is worthwhile. Think of it like planning a trip in order to know when you
have arrived, you need to select a destination first. Otherwise, you would be traveling
aimlessly. There is another word for that: getting lost. In the initial stage of our opening we
need to work, hard so to make the customer know about us. Initially we should not worry
about the profit we customer know about us. Initially we should not worry about the profit we
should keep on working until we achieve our goal. Here our present goals will be search good
supplies who will provide us best Odisha authentic snacks that we have promised our
customers to provide then we need to acquire new customers. Bringing a new customer on
board is a great objective for our new business as a start-up we won't be having any old
customer base. Then most important goal of us will be improve awareness, as it is easy to say
that raiding your awareness is a goal of your marketing, but it is challenging to measure. so
here we need to choose a resulting indicator as a measurement for awareness, like inbound
leads, web traffic, or positive media mention. However, our ultimate measure is an awareness
research study with a baseline, but that data is not always available, we need to work hard to
make it possible and collect out those data. Review and rating of our delivery agents should
be regularly collected from the customer through application. We need to increase our
customer satisfaction in order to improve our sales. Over the years, marketers have been
increasingly charged with raising customer satisfaction-- especially if the marketing team has
any product responsibility. Function like Customer marketing or customer advocacy
marketing are more common as result. To know this goal is achieved or not we use some
measurement tool and the tool is named as Net promotor score (NPS), with that we will be
choosing other survey instruments to evaluate the result. If we successfully achieve this
within 2 years our sales will automatically increase as it tends to be the ultimate objective for
our marketing efforts. This can be a challenging goal but we will surely achieve it.
Segmentation:
Here we will be taking demographic segmentation as our prime segment. Demographic
segmentation is market segmentation according to age, race, religion, gender, family size,
ethnicity, income, and education. Demographics can be segmented into several markets to
help an organization target its consumers more accurately. With this type of segmentation, an
organization can categorize the needs of consumers. One of the main advantages of
demographic segmentation is that the information you need is readily available for you. You
can pull census data to determine who, where, and how you want to market your product. For
example, automobile industries can market their cars to different age groups, income levels,
and genders. Another advantage of demographic segmentation is customer retention and
loyalty. When an organization spends, time focusing on its customers and their wants and
needs, customers will typically come back for repeat business. We need to provide best of our
service and product from day one itself as our business completely depends on repeat
purchase. We need to segment mainly families. Our snacks should be good in quality so that
it will attract families for repeat purchase. Income can also be a factor that should be take
care we can segment customer and show them suggestions of product that will suit them
which will make there ordering process smooth. As our products are authentic in nature it
will give best ever experience to your experience. It will help us to ethnicity of our product so
we can segment those customers who cares about the purity of their purchases product.

Target Market identification:

Defining your target market is one of a marketer’s most important tasks. It’s the foundation
of all elements of your marketing strategy, from how you develop and name your products or
services right through to the marketing channels you use to promote them. Here’s a hint
before we dig in: Your target audience is not “everyone.” Your task in defining your target
group is to identify and understand your particular niche so you can dominate it. A target
market is the specific group of people you want to reach with your marketing message. They
are the people who are most likely to buy your products or services, and they are united by
some common characteristics, like demographics and behaviour.
Here we will be having huge target audience and these audiences have varied characteristics, ages,
and behaviour. Looking at India’s market size, We have a great population to target but our main and
ideal target audience is the ages of 18-35. These are the people who are college students,
working professionals or entrepreneurs who have a good lifestyle and are living in posh
localities; we also give more emphasis on joint family who loves to spend their leisure time
with their family with a cup of tea.

Positioning:-
Market Positioning refers to the ability to influence customer’s perception regarding a brand
or product relative to competitors. The objective of market positioning is to establish the
image or identity of a brand or product so that consumers perceive it in a certain way. The
positioning of a brand or product is a strategic process that involves marketing the brand or
product in a certain way to create and establish an image or identity within the minds of the
consumers in the target market. Market positioning of a brand or product must be maintained
over the life of the brand or product. Doing this requires ongoing marketing initiatives
intended to reinforce the target market’s perceptions of the product or brand.
Here our positioning will be providing best online ordering application for our customers,
provide authentic snacks with purity of taste. We will try to keep our price low in order to
attract more customers so that they can know our products and services. We need to
understand what our company is and how we are different from others what new facilities we
are providing. This is only possible when large number of people know about us. This is only
possible by creating awareness through promotion through advertisement and social media.
Here we will be taking help of print media and television advertisements in our regional
channels.
The market research report is as follows
Marketing mix
According to our secondary research we have gained the fact that this authentic Odisha
snacks is an untapped market segment, thus we have to create a very careful strategy about its
marketing mix structure for this product. According to our survey we found out a lot of
people are interested in tasting the authentic odia snacks .

Product related decisions: our product, “ODIA MUNCHIES” is an exclusive product that
brings back the emotions and weakness that the odia people have towards their authentic
snacks items. We are going to provide these snacks items to our customers in a unique way
where they can also customize their snack item according to their taste.
We plan to put forward “odia munchies” as a private brand that serves the craving of odia
people. As our product is just in the growth level, thus we are going to start it on a niche level
primarily, i.e. only in Odisha, thus we will be trying out our product first in the capital city
Bhubaneswar.
Pricing related strategy: we will be more focused on the sales maximization as we can’t
highly price our products in the entrance level. Our competitors in the niche level will be
mainly “Pitha O Mitha” and “Narula” that also provides some snacks to customers at
moderate prices.
But we will focus on a penetrating price in the beginning where people will get their value for
money. Since we plan both online and offline services, customers can also come to our
exclusive stores to see their favorite dish’s making. This will put us apart from all our
competitors in Bhubaneswar.
Further more we will be taking our online and offline customer’s feedbacks according to
which we can later decide the percentage increase in its price that we should make.
Distribution related decision: We will be strictly following the “producer to consumer”
channel of distribution so that we can ensure that our customers receive only the fresh made
dishes specially crafted for them to allure their taste buds. In online services, the delivery boys
will provide the dish directly from the producers to the consumer .
Whereas, in the offline channels, we will be having Exclusive stores where the customers can
sit and enjoy their snack time with their friends and family, and apart from this they can also
see how their orders are made.

Marketing communication decisions: our main point of focus is providing those long lost
odia snacks to the odia people. So accordingly, we will be providing the following benefits
apart from our customers-
 Authentic taste
 Taste of their choice, i.e., customization.
 Online plus offline services
  “See how it’s made” policy, i.e., examining the cooking process and its hygiene
themselves.
We plan to appeal to our customers on emotional and transparence appeal .
We choose emotional appeal as it will lead the customers to get back an emotion
attached with all those long lost authentic snacks and it would create an impulse in
their minds to taste those snacks again.
On the other hand, the transparency factor will be very vital in our campaign since we
want to create a transparent image in our customers mind that whatever is made, its
safe for them and is specially crafted for them.

Our emotional appeal will be the most unique appeal that will halp our product stand
different. Our slogan will be “From the Grandmaa’s” which would signify that we
serve exactly the same old taste that our customers would have tasted years before
probably. Our advertisement execution will be a straight kind of execution where we
would directly present the speciality of our product.

Now considering the consumer sales promotion, we would distribute our coupons in
some of the most crowded restaurants so that people get to know more about our
brand . and apart from this, whenever any customer will arrive to our store for first
time, they will get a free sample to taste and then accordingly they can choose their
snack item.

Implementation:

“Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”

Abraham Lincoln knew that preparation is everything. Whether you’re chopping down a tree
or figuring out how to write a marketing plan, the steps you take ahead of time are crucial to
your marketing success.A budget of 35lakhs is estimated for financial evaluation. So looking
to this view my primary goal is to draw more attention to my company. To reach that goal, we
develops various marketing strategies, or plans of action.
Now a days the potential customers are heavily rely on social networking sites, i.e. the following
tasks to be completed before launch:

 Attract 1,000 Facebook followers for the company

 Sign up 80 new customers on a mailing list for promotional offers
 Conduct interviews with at least 20 people to gauge what they think about the company
and its products with trials.
 Establish a blog with three new advertising videos uploaded each week

This will create a brand image and consumers can have a brand recall easily. As a online
service our company will require these: focuses on products or features you’re launching,
metrics you want to hit, revenue you want to win.
 Based on that focus, identify the resources that will help you get there, including talent
and software.

For talent, you may look for:

 Content creation skills: blog posts, website content, landing page copy, social media
posts.
 Graphic design: creation of visuals like charts, infographics, and more.
 Technical skills: understanding of SEO and its technical foundations, custom elements
for your website, and more.
 Social media management: scheduling regular content, managing comments and replies,
understanding specifics of each platform.
 Project management: keeping projects on track.

When you know which skill sets you’ll need to implement your marketing plan, you can
secure them in two main ways:

 In-house marketing team: there’s no single way to structure a marketing team, so simply
make sure you’re covering all of your long-term bases, such as writing and design, and
expand over time.
 External agencies and consultants: specialized projects and campaigns may be better
executed with a temporary external hire. For example, you may build a set of animations
or infographics by temporarily working with a specialist.

The second part of your resources are the tools your team needs to make your marketing
plan happen.

Finding the right toolkit may take some testing and switching, but it will ultimately make
your team more efficient.

Here are the software categories you should consider for your marketing stack:

 Marketing project planning and management (like CoSchedule’s Marketing Suite)

 Content management system
 Social media management
 Email marketing
 Social listening
 Search engine optimization
 Video hosting
 Landing pages
 Marketing automation

Budget Allocation:
When you launch a new product or service, you need money to fund your efforts.
You will have the money you need if you plan ahead. Examine the phases of a
launch and determine the costs associated with each phase so that you can
sustain your efforts until the product or service pays for itself. Soo we had
estimated the cost for developing our new product and service. Calculated new
payroll expenses for personnel to either create or make the product. As we are
collecting and distributing a complete new product and service, we will need
additional workers in collecting our products from different sources, as well as
supervisors to establish quality control standards and procedures. For our new
service, we also need additional personnel to provide the service like delivery and
we have to incur their expenses in their training cost.