Marketing Plan of Biscuit

2883 Words May 23rd, 2011 12 Pages



Haseeb Ghaffar & Waleed Iqbal


INTRODUCTION: Marketing Plan: -
Marketing plan is the central instrument for directing and coordinating the marketing 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: -
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We want to bring our products to the customer in supermarkets. This allows the customers to try our product before buying it and feel positive about our product.

Current and Prospective Target Market:

The current target market for the original BITE is children. The original BITE biscuits have previously focused on and promoted the new colors for the crème filling, which would generate new interest amongst children, who would in turn convince their parents to buy the new biscuit. We have created an entirely new target market for our Fat Free BITE. Our marketing communications will be primarily directed toward women ages 18-45 that are health conscious, yet still enjoy consuming sweets. The target market lives in the urban part of the city and resides in the middle to upper middle income range. Our target audience enjoys recreational activities for exercise, such as swimming, biking, jogging, or power walking. The psychographics of our target audience are the desire to be healthy and fit, yet have a difficult time eliminating those sweet indulgences they crave and desire. They probably have a pattern for low self control and/or self discipline in regards to what foods they consume. The target market will purchase our new product for themselves and possibly their spouses. As a result of the increasing problem of obesity amongst children, we have made our children our secondary target market.
We will be focusing

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