Term Paper on Marketing Plan
Marketing Plan: -
Marketing plan is the central instrument for directing and coordinating themarketing efforts. The marketing plan operates at two levels:
Strategic marketing plan: -
This plan lays out the target markets and the values propositions the firm will offer, based on an analysis of the best market opportunities.
Tactical marketing plan: -
This specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.
MARKET ANALYSIS
Biscuit making is a conventional activity in many parts of the country. Despite theadvent of modern, large capacity and automatic biscuit making plants, large sectionof people especially in semi-urban and rural areas still prefer fresh biscuits fromlocal bakery as they are cheap and offer many varieties. These manufacturers areable to cater to some typical local palate as well. Thus, they are able to withstandcompetition from organized sector units.Biscuits are eaten by all sections of people across the board round the year. They are, thus, mass consumption items with number of varieties and shapes. Themarket is scattered. There are some dominant national and regional brands.Biscuits can be manufactured at a location which is close to the market.
MARKET POTENTIAL
Demand and Supply
Market for biscuits is scattered all over the country. There are three distinct market segments viz. urban, semi-urban and rural. Urban and semi-urban markets aredominated by many national and regional brands but even then many localmanufacturers have also carved a special niche as their products are fresh, they offer many varieties and they are cheaper.
Marketing objectives
Our long term objectives are to be successfully present in the Asian market andestablish a base in south Asia. The first goals specifically aimed at the India arestated below.
Objectives/Goals
Market share: Our aims are set at achieving a 10% market share in the first 2 years.Brand awareness: We want
Marketing plan is the central instrument for directing and coordinating themarketing efforts. The marketing plan operates at two levels:
Strategic marketing plan: -
This plan lays out the target markets and the values propositions the firm will offer, based on an analysis of the best market opportunities.
Tactical marketing plan: -
This specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service.
MARKET ANALYSIS
Biscuit making is a conventional activity in many parts of the country. Despite theadvent of modern, large capacity and automatic biscuit making plants, large sectionof people especially in semi-urban and rural areas still prefer fresh biscuits fromlocal bakery as they are cheap and offer many varieties. These manufacturers areable to cater to some typical local palate as well. Thus, they are able to withstandcompetition from organized sector units.Biscuits are eaten by all sections of people across the board round the year. They are, thus, mass consumption items with number of varieties and shapes. Themarket is scattered. There are some dominant national and regional brands.Biscuits can be manufactured at a location which is close to the market.
MARKET POTENTIAL
Demand and Supply
Market for biscuits is scattered all over the country. There are three distinct market segments viz. urban, semi-urban and rural. Urban and semi-urban markets aredominated by many national and regional brands but even then many localmanufacturers have also carved a special niche as their products are fresh, they offer many varieties and they are cheaper.
Marketing objectives
Our long term objectives are to be successfully present in the Asian market andestablish a base in south Asia. The first goals specifically aimed at the India arestated below.
Objectives/Goals
Market share: Our aims are set at achieving a 10% market share in the first 2 years.Brand awareness: We want