Marketing Plan For A Business

2071 Words Apr 19th, 2016 9 Pages
The success of any business lies in marketing, both internally and externally. The overall marketing aspect covers advertising, public relations, promotions and sales. Mokhtar & Wan-Ismail (2012), citing Panayides definition states marketing is ‘…the process of planning and exacting the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges and satisfy organizational objectives’. Without marketing, a business may offer the best products or service in an industry, but none of the customers would know about it. Without marketing, there would be a decline in sales and companies would be forced to close.
This paper seeks to present a marketing plan for S.M. Jaleel and Company Limited product line of “American Classic Cola” and identify target segments in the Trinidadian market.

1.1 The current marketing situation with background data on the market segments, product, competition, and distribution:
S.M. Jaleel and Company Limited, (SMJ) is 100% locally owned and they are the Caribbean’s largest non-alcoholic beverage company and is a dominating force in the beverage industry, setting a high standard of competition over the last ninety years. Its products range from carbonated soft drinks, fruit juices, purified and flavoured water, and energy drinks and iced teas. The company primarily sells its products through a multitude of local distributors such as large supermarkets, restaurants, mini-groceries and small shops. They have…
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