Marketing Plan for Smart Start: Engaging Gen Z with Healthier Choices

1 Deliverable 7 – Marketing Plan March 7 th , 2023 Rasmussen University MAR5819

2 Executive Summary Smart Start is a new product launching soon for Canton Inc. It is vitamin-enriched sparkling water with added caffeine. It gives the vitamins and nutrients that you need along with the energy you desire to keep moving forward. The target market is older Gen Z who are active and looking for healthy alternatives to soda. We will be putting ads on YouTube, TikTok, Instagram, and Snapchat with young adults working out and having an energizing and refreshing Smart Start sparkling water. We will be using Marketo for analytics and communication strategies. Table of Contents Introduction …………………………………………………………………………………………………………………………….. 3 Value Proposition …………………………………………………………………………………………………………………. 3-4 Consumer Buyer Profile ……………………………………………………………………………………………..………… 4 Branding Strategy …………………………………………………………………………………………………..……..………… 5 Digital Marketing Strategies …………………………………………………………………………………………………….. 5 Data Analytics …………………………………………………………………………………………………………………………. 6 SMART START by Unknown Author is licensed under

3 Communication Strategy………………………………………………………………………………………………………….. 7 Introduction Smart Start is a new product launching soon for Canton Inc. It is vitamin-enriched sparkling water with antioxidants and added caffeine. It gives the vitamins and nutrients that you need along with the energy you desire to keep moving forward. It has zero sugar, and zero carbs, and comes in strawberry, black raspberry, and cherry flavors. This sweet, low-calorie water is bursting with real fruit flavors with no artificial colors or flavors. The product ships in a carton of twelve cans. Each sparkling water contains 16 fl oz. Value Proposition Canton Inc. is an innovative company that is always looking for solutions to customers’ problems by providing them with refreshing soft drinks. The elite solution is Smart Start, which is vitamin-enriched sparkling water with antioxidants and added caffeine. These soft drinks come in twelve-pack cans of 16 fl oz. each. As a healthy soda alternative, customers will feel refreshed and energized to go to the gym and get a good workout even after school, work, and studying.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

4 According to Rasmussen (2023), having a clear and concise value proposition improves customer engagement. It gives clear communication of why a company is a better choice over competitors. This benefits the customers and the company. Consumer Buyer Profile  Age: 20-30  Not Married or Married  Having energy while working out after attending college and working is a challenge.  Looking for an alternative to soda.  Uses Snapchat and TikTok the most for social media.  Job title: Any  Goals – Finish college and Weight loss goal  Interests – Hanging out with friends & working out

5 Branding Strategy According to Shaw and Shaw (2020), umbrella branding, also referred to as family branding, is the use of a single brand name by two or more products or services that are similar to one another. This is advantageous for businesses with strong brand recognition. every product employs the same have a consistent naming scheme and no additional brands or symbols. One way to measure umbrella branding is as a form of brand extension. An illustration of this is Apple, Inc. Apple's iPads, iWatches, iPhones, and many other products all share the same branding. When they launch new products on the market, they use their solid reputation by employing the umbrella branding strategy. A customer presumes they will receive a product of the same caliber as other goods from that business. Digital Marketing Strategy  Put ads on YouTube, TikTok, Instagram, and Snapchat with young adults working out and having an energizing and refreshing Smart Start sparkling water.  Make the beverage can design fun and modern for a younger adult audience  Be sure to accentuate in ads that you feel refreshed and that it’s a more healthy alternative to soda with added vitamins and antioxidants.  Delicious seltzer, a taste gets you energized before a workout.  Affordable price for young adults and college students  Give out samples at colleges

6 Data Analytics According to Rasmussen (2023), we can use the Click Through Rate (CTR) to see the percentage of people who clicked on our YouTube, TikTok, Instagram, and Snapchat ads after viewing them. CTR measures how successful the ad has been in capturing the interest of consumers. In online marketing, cost per lead (CPL) is a governing cost basis for analyzing marketing Return on Investment (ROI). We can use multiple tools to see how effective our campaigns are. According to Olafson, K. (2023), social media managers can track KPIs using Instagram Insights, YouTube Analytics, Snapchat Analytics, and TikTok Analytics. Using SMART (Specific, Measurable, Attainable, Relevant, and Timely) KPIs (Key Performance Indicators) can be beneficial for finding campaign effectiveness such as these:  KPIs measure how many users come across social channels.  Impressions are the number of times our post is visible in someone’s feed or timeline.  Follower count is the number of followers in the social channel at a point in time.  Audience growth rate helps you see if you’re gaining followers and not losing them.  Likes are the number of times followers interact by clicking the Like button.  Comments are the number of times followers comment on posts.  The average engagement rate divides all engagement including likes, comments, saves, and favorites by the number of followers for a social channel.  Cost per click is the amount you pay social media platforms per click on the social media post. Communication Strategy

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

7 According to Rasmussen (2023), marketing communication strategies help businesses reach their target market by using multiple channels to get the message to the consumers. Marketing communications help companies understand how to budget to meet their goals. Analysis must be done to measure the performance of a marketing communication strategy. When analyzed correctly, it can increase profits and ensure marketing budgets are spent wisely. Smart Start will be using Marketo. Marketo is software that allows the business to streamline different aspects of the company. We will utilize this software to track social media (YouTube, TikTok, Instagram, and Snapchat) and the website to include retargeting, social marketing, web activity tracking, and campaign dashboards and reports. There is also an analytics engine that can help to show insights into marketing’s impact on our business. Using multiple channels to get the message to the consumers, and Marketo to have the visibility to see the analytics, will help us achieve the organizational goals.

8 References Olafson, K. (2023, February 15). 19 Social Media KPIs You Should Be Tracking . Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/social-media-kpis-key- performance-indicators/ Parikh, V. (2019b, June 4). Umbrella Branding Advantages and Disadvantages . LetsLearnFinance. https://www.letslearnfinance.com/umbrella-branding-advantages-and- disadvantages.html Rasmussen University. (2023). Module 01: Importance of a Value Proposition. Blackboard Ultra. Retrieved from: https://learning.rasmussen.edu/ultra/courses/_126482_1/outline/edit/document/_1299730 8_1?courseId=_126482_1&view=content Shaw, A. A., & Shaw, A. A. (2020, October 7). What is Umbrella Branding Definition & Examples . Marketing Tutor. https://www.marketingtutor.net/what-is-umbrella-branding/

ddaniels_deliverable7_3723

Related Documents