marketing plan

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Important note:
This marketing plan sample mainly illustrates the structure of your marketing plan. But do not follow its content too much because of its deficiencies (e.g. incomplete macroenvironmental analysis and insufficient analysis of the company itself). 1

INTRODUCTION TO MARKETING

Marketing Plan Report

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Content pages
1. Executive summary…………………………………….p.3

2. Situation analysis………………………………………..p.3

3. SWOT analysis……………………………………………..p.8

4. Goals…………………………………………………………..p.13

5. Marketing strategy………………………………………p.15

6. 4Ps analysis………………………………………………….p.19

7. Conclusion……………………………………………………p.21

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1. Executive Summary
Recently, there is a fiasco in the China milk powder market. Most of the
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In fact after the Sanlu scandal of illegal addition of melamine, there is a strong market need of safe, melamine-free milk powder for infants, and this
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creates many opportunities for us as new entrants. In addition to the safety
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need, we also notice the following market demands:
Selection: a variety of milk powder with different tastes and nutritional benefits,
e.g. strawberry favor for better Vitamin C value; chocolate favor for high energy value User-friendly design:

The milk powder is stored in traditional cylindrical container for easy storage. We are also developing a new design in which the milk powder is stored in the form of individual packets with each packet containing the appropriate amount of powder for producing one standardized bottle of milk. Customers therefore need not carry a bulky container for outdoor use of VitaMilk.

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Competitive pricing: As our target segments are low- to middle-income parents, our selling price is set at a comparable level as the existing mainland competitors offering products in the same segments, with slightly higher prices because of the better quality of our brand.

2a.3) Market Trends and Growth
After the recent melamine incident, it is predicted that there will be a shift in the dominant position of the market of infant milk powder from nationally manufactured brands to

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