Strategic Marketing Plan
Pashuan Armond & Phalon Clowers
Strategic Marketing - EBA 604
Dr. Donald Wilson
September 24, 2005
1.0 Executive Summary
The goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined in the Smoothie King business plan a reality in the year 2006.
Smoothies are one of the hottest franchise concepts going right now with the market in its infancy. The Smoothie King concept was founded in 1973 and the franchise company, Smoothie King Franchises, Inc. was founded in 1973 with the idea of helping people achieve wellness through good nutrition. Smoothie King was the originator of the nutritional smoothie. Smoothie King starts with natural fruits and 100% fruit juice concentrates, adding vitamins, proteins, and minerals blended together with filtered ice to make a delicious, refreshing drink. Smoothies are consumed as a snack or a meal and at all times of the day.
Smoothie King Franchises, Inc. operates over 300 franchised retail stores selling nutritional fruit smoothies, vitamins, minerals, sports nutrition and other healthy food, snacks, and nutritional products. Healthy Blend, LLC dba Smoothie King is a part of that franchised system, enjoying support in every facet of the business including product development, marketing, and operational expertise. Our company belongs to a strong buying group with the purchasing power of over 300 units and growing. We expect to catch the interest of a regular loyal customer base with over 60 different fruit-flavored smoothies and nutritional products.
Smoothie King, unlike a typical smoothie bar, provides a unique forum for communication and entertainment through the medium of the internet. Smoothie King is the answer to an increasing demand. The public wants: (1) nutritional fast-food alternatives, (2) access to the methods of communication and volumes of information now available on the internet, and (3) a place to socialize and share these experiences with friends and colleagues.
Marketing will play a vital role in the success of Smoothie King. Smoothie King has built a brand but must build a bigger brand around the services it offers by heavily promoting itself through radio, print, and outdoor advertising. Marketing efforts are just beginning by the time a customers enters Smoothie King for the first time. A strong emphasis will be put on customer retention and building brand loyalty through programs focused on staffing, experience, and customer satisfaction.
2.0 Situation Analysis
Smoothie King just opened its doors for business under three months ago. Business is good, and customers have been impressed with our offerings, but we need to focus our efforts on implementing the strategies, programs, and tactics outlined in the original business plan.
Differentiating ourselves from other more traditional smoothie bars has given us the ability to effectively compete on the nutritional product side of the business with the already entrenched competition. Sales are brisk and in-line with projections.
The internet services side of the business is rapidly being accepted by the local community. Frequent buyers are meeting the projections outlined in the business plan, and sales of smoothies have increased thus allowing customers to browse the internet while enjoying their beverages. Students love to gather for evening sessions, nearby seniors are getting a glimpse of what the internet offers, and local business people love to stop by for a quick smoothie and an email check.
2.1 Market Summary
Smoothie King is faced with the exciting opportunity of being the first-mover in the local cyber-smoothie market. The consistent popularity of smoothies, combined with the growing interest in the internet, has been proven to be a winning concept in other markets and will produce the results here.
The market for the...