Marketing Defined - Planned & Delivered

Question: Define the 'marketing plan and Deliver'. Answer: Summary The current report outlines the features and the characteristics of a new product in the ice cream category Frosty Stick launched by the Peters Ice Cream, Australia. The company has adopts and upholds the culture of innovation and delivers ice cream to Australians. The company now intends to market the new product that is the Frosty Stick by adopting effective marketing strategies that includes effective advertisements using different medium. The current segment also presents the message that the company wants to communicate to its customers through the audio as well as the visual media. Key issues The company Peters Ice Cream announces the Frosty Stick as a new ice cream product with new recipes of almond nuts and chocolates. Extensive researches on frozen food products, its advanced technology for manufacturing and recipes of ice cream have helped us to know that ice cream manufacturer is introducing innovative product that offer ice cream lovers of Australia great value. In addition to this, the company wants to make this high quality product available at an affordable price in order to follow the market penetration policy and to acquire greater share of the market (Jolibert 2012). Segmentation The market segmentation of the product ice cream can be typically broken down into different layers. The psychographic segment for the current product Peters Frosty stick can be considered to be working class, middle class and lower segment. The following segment refers to the occasion of the purchase. The company intends to market the product both at regular as well as special occasion such as parties and many others in the current segment of purchasing occasion. In addition to this, the company targets the young men and women between the age group 12 years to 35 years. Again, the management can also segmentify the market based on the price sensitivity of the product. The company wants to target the low and the middle segment of the market and wants to deliver the high quality frozen food product at a very low price to penetrate the market in the initial stage. Explanation of the key product message The company intends to deliver significant messages regarding the product and its social and economic mission. The high quality frosty stick that contains the taste of chocolate and almond nuts intends to offer finest quality of product that is ice cream as well as euphoric concoctions with sustained commitment to fit in wholesome and at the same time natural ingredients for promoting good health. The key message regarding the product also includes the environmental friendly methods of manufacturing that reflects the good business practices and the sustainable processes that respect both the environment and the community as a whole (Kotler and Keller 2012). The company also intends to deliver messages that reflect the innovative methods of improving the quality of the frozen food product that in turn enhances the quality of lives regionally as well as internationally. TV Ad script Hello everyone. My Name is Ian Turner and with me up in the stage is our user experience executive Vicki. I am the chief executive of the Peters Ice Cream that intends to build up a brand that is inspired by my obligation to add value to consumers by enriching user experiences. The company presents a high quality ice cream Frosty Stick that is essentially a special stick ice cream with an innovative flavour of the chocolate and the almond available in environmentally friendly packaging and in pint size. Therefore, the consumers who have no time to read the constitution of the products can trust us without even reading the fine print. The company uses the purest raw materials and dairy products procured from local sellers for our products and make no excuses or compromises with quality. Firstly, the new innovative product Frosty Stick successfully delivers a unique recipe of chocolate stick with crushed almond nuts and mini chocolate chips. The product also contains a mixture of the almond and butter with a creamy mixture of the chocolate. The camera focuses on two children hanging out after along with their mothers at a parlour after school. The children were craving to taste the new flavour of the ice cream offered by Peters and persuades their mothers to get them the same. The mothers also happily get to the parlour where the customer care personnel explain in detail the new characteristics of the innovative product. The mothers get convinced and orders for their children as well as for themselves. Camera on two models: Conversation between two friends Nancy and Suri and their mothers Nancy: Hi Suri..feeling hungry after the long day at school. Let us taste the brand new ice cream of Peters. What do you say? Suri: yes.. ice cream is my favourite dear. I really love to have Peters. So let us ask mother to get us to the parlor for the ice cream treat. Mother: umm.... let us all go and visit the parlour together. Nancy and Suri: We want the Frosty Stick from Peters. Do you have it? Customer care representative: yes.. sure.. This new flavour is loved by and you too can also taste and feel it. Mother: to the customer care representative...What is special about it? Customer care representative: Madam, the unique taste of the chocolate with the crushed nuts and butters is a innovative make by the Peters. The ice cream lovers just cannot miss out the flavour. As regards health concern, I can assure you that is made out of best quality dairy products procured from the best farms of Australia and will do harm. Radio Ad script Mom: Welcome home Susan Girl: Mom Mom: Yes.. Sweetheart Girl: I am feeling hungry and need some refreshment after a long day at office. Let us go out to the neighbourhood parlour to have the new ice cream Mom: Well Susan.. let us go. Girl: Umm. And it is a fine quality ice cream at a very low and affordable price. The new chocolate flavour ice cream with nuts Frosty Stick is really a value for money. I had it in a birthday party of my friends. So thought of having it with you as well in a parlour Mom: well Then let us go and check out the innovative flavour of the session. Girl: Therefore This must be the best time ever to check out Peters Frosty Stick.When can I have a pack of my own? Mom: Laughing...rush. References Jolibert, A. (2012). Marketing management. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan. Kotler, P. and Keller, K. (2012). Marketing management. Upper Saddle River, N.J.: Prentice Hall.