Amber

Ayesha
Eemaa Younas
Schazeen Bokhari
Tazeen Hamid
Zara Mirza
Outline

General Introduction
Executive Summary
Industry Analysis
Marketing Plan
General Introduction
Executive Summary
Industry Analysis
Customers
Competitors
Company
Context
Marketing Opportunity and Issues
ISSUES:
Health awareness--with obesity at the core--
automatically points the consumer in the
direction of the fresh food, fruit and vegetable
section.
 the consumer generally heads toward the fresh
produce section and needs to be prompted to
look in the freezer case.
a sizeable segment of the overall demographic
is guided by price, and in the current economic
climate price will most likely become more of
an issue.
 Opportunities:
The companies can concentrate on the
combination of frozen foods and the general
trend towards health.
Health in terms of balanced nutrition and the
link to organic products will be a buying
factor for many consumers.
there should be in-store signals to lead the
shopper to the frozen zone, weekly bargain
flyers are a more effective tool.
Marketing Plan (Objectives)
Demonstrates how a company will
penetrate market with its product and
services
Product, Promotions, Price, Place
Product
Marketing Strategy
Marketing strategy will focus on a course of
action which can lead to increased sales and
dominance of a targeted market niche.
 Therefore it will combine product
development, promotion, distribution,
pricing, relationship management and other
elements.
Marketing strategy is closely linked with
sales. A key component of marketing strategy
is often to keep marketing in line with a
company's overarching mission statement.
Target Market
A target market is a group of customers
that the business has decided to aim its
marketing efforts and its product.
Four basic strategies to satisfy target
markets:
undifferentiated marketing or mass
marketing
differentiated marketing
concentrated marketing
micromarketing.
Marketing Mix

 Contingency Plan
A contingency plan is a plan devised for a specific
situation when things could go wrong.
It will include planning for marketing to gain stakeholder
support and understanding.
The level of stakeholders importance and influences will
be considered when determining the amount of marketing
required, the timescales for implementation and
completion, and the overall effectiveness of the plan.
Input and consultation from the most influential
stakeholders will be incorporated into the building of any
contingency plan.
Without acceptance from these people any plan will at
best encounter limited success.
Conclusion