Expanding Into Healthy Food Sector

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Topics: Marketing
Executive Summary
This paper emphasizes on plan for a successful snack food brand in Malaysia who now want to expand into the healthy food market due to the changing preferences of its customers. This paper uses a wide range of media and IMC tools such as advertising, direct marketing, interactive marketing and personal selling also marketing strategy and positioning including the Unique selling proposition being “A healthy yet finger licking food for people who love food but love themselves too” is proposed in order to create a unique position and higher preference for brand in Malaysia.
Along with a budget allocation being presented are the ways to control it given, for the successful implementation of the marketing plan for our local brand.

Contents Executive Summary 1 1.0 Situational analysis 4 1.1 Strengths 4 1.2 Weaknesses 4 1.3 Opportunities 4 1.4 Threats 5 2.0 Target segments 5 2.1 Age 5 2.2 Life style 5 2.3 Income level 5 3.0 Marketing objectives 6 3.1 Objective 1: Create popularity among target audience 6 3.2 Objective 2: Achieve higher preference from target market 6 3.3 Objective 3: Achieve higher sales through better and innovative advertising and promotions 6 4.0 Marketing strategies 7 4.1 Brand positioning 7 4.2Marketing tools 7 4.2.1Advertising 7 4.2.2 Direct marketingy 7 4.2.3 Interactive marketing 7 4.2.4 Personal selling 8 4.3 Target 8 4.4 Porters generic strategy recommendation for the client 8 4.5 Ansoff 's Growth Matrix 9 5.0 Marketing Tactics 10 5.1 Unique selling proposition 10 5.2 Creative strategy 10 6.0 Action and Time table 11 6. 1Budgeting 12 7.0 Evaluation and control 13 8.0 References 14

1.0 Situational analysis
Under the situational analysis will be given the SWOT analysis of the snack food brand whereby evaluating its internal and external environment will be given in detail covering government regulations, competitors analysis as it affects the performance of



References: David B. Montgomery & Glen L. Urban, 1975, Personal Selling Decisions [Online], Available from: http://dspace.mit.edu/bitstream/handle/1721.1/48842/personalsellingd00mont.pdf?sequence=1 [Accessed on 21st January 2013] Kahn B Learn Marketing, 2012, Generic (Competitive Strategies) [Online], Available from: http://www.learnmarketing.net/generic.htm [Accessed on 26th February 2013] McGrath, M Ryan, M. J. &Bonfield, E. H. (1975) “The Fishbein Extended Model and Consumer Behavior”, The Journal of Consumer Research, Vol. 2, No. 2, pp 118-136.

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