Marketing plan for Holy Crap Cereal

Internal and external audit

The Holy Crap Cereal distinguishes itself as a brand offering diet cereals that are suitable for use by persons who are sensitive about their meals (Hapifoods group, 2012). The products are notably popular with persons with diabetes and heart conditions. Even though the popularity of the brand is on an upward trend, the company is based with threats from an increasing number of competitors which tend to target the same market segments (Global Data, 2012). This makes it necessary that the marketing plan for the subsequent years is refined and exhibit a remarkable level of creativity.

Marketing objectives

The objectives for this marketing plan will be: To increase year on year growth in sales by 50% for the next 2 years; To strengthen the company’s brand and establish Holy Crap Cereal as a trustworthy brand in the market, and To improve customer retention rates by 20% per year for the next 2 years.

Marketing strategy

The marketing strategy outlines the approaches that are to be taken in order to achieve the marketing objectives set (Mullins, 2010). These range from market segmentation to the application of the marketing mix in a manner that creates synergy and effectiveness in the marketing efforts.

Market segmentation

Holy Crap Cereals mainly serve markets comprising of individuals with health issues and who view their diet as an important part in the control of their ailments (Shore, 2012). Having been developed with the needs of persons with diabetes in mind, the brand is closely associated with persons with such and arguably similar ailments. To ensure that the marketing objectives are achieved, it is imperative that new market segments be targeted. This could be persons with a keen interest in keeping their calories intake low; persons intending to put their body weight in check, and who may not have the time or the will to engage in regular and strenuous physical exercise. This is a large market segment and the appeal in this case would be to down on calories intake while maintaining their lifestyle as far as regular intake of cereals is concerned.

Marketing mix

Product

Product describes the physical goods on offer and their attributes (Blythe, 2010). The product in this question is cereals that are specially made to cater for special needs among consumers. The sugar, sucrose, sodium, and cholesterol are absent in most products under the brand (Shore, 2012). Even where present, the proportions are minimal. These cereals are suitable for use among consumers with special needs as far as sugar intake and cholesterol are concerned. They can also be useful among persons intending to control their calorie intake and put a check on their body weights as has been described in the new target segment described above.

Place

Place refers to the distribution systems and is synonymous with the move to ensure that the products on offer are accessible to the target market (Clow, 2010). To establish an efficient distribution system, it is imperative that an expansive network be established by establishing company owned outlets as well as collaboration with independent distributors and retailers. For ease of implementation, this plan proposes the use of independent retailers and leading supermarkets as the avenues for availing the products to the market. Contracts for stocking the products shall be established guaranteeing that the products will be stocked for at least three years from the date of the agreement. This approach not only saves on the cost of distribution; it also allows the business to tap into the markets already established by such retailers and supermarkets.  

Price

Price is synonymous to quality in most cases with highly priced products often viewed as premium products. The products in this case are aimed at delivering certain special qualities that would specifically be sought out by persons with specific needs. They can therefore be considered to be premium products and this makes the premium pricing model the appropriate model to adopt. The products shall be priced slightly above other cereals in the market in order to emphasise on their additional qualities.

Promotion

The promotional mix refers to all approaches that business can engage in the communication endeavours and includes advertising, direct marketing, sales promotion, public relations, and use of marketing events such as product launches (Mullins, 2010). Advertisements shall be conducted in order to publicise the brand and create awareness of the company’s products. These advertisements shall mainly be done through the mass media as well as through the internet. Direct marketing shall mainly be done through the internet. The company shall establish an enquiry system that allows the capturing of data on customers that express interest on the products. Publicity shall be conducted through participation in health forums and promoting the discussion of products through the social media. These strategies will be helpful in delivering on the marketing objectives set.  
 
References

Blythe, J., 2010. Marketing planning: strategy, environment and context. New York: Prentice Hall

Clow, K.E., 2010. Marketing management: a customer-oriented approach. Los Angeles: Sage

Global Data, 2012. Savory Snacks in Canada: Marketline Industry Profile. (Online) Available at: http://globalbb.onesource.com/Web/Reports/ReportMainIndustry.aspx?SicCodeID=220538&Report=ALLMARKETRESEARCHREPORTS&Process=IP&Type=GetReport&FileFormat=PDF&ReportID=60072&FileName=0070-0199-2010.pdf (Accessed 6 April 2012)

Hapifoods group, 2012. The World’s most amazing breakfast cereals. (Online) Available at: http://holycrap.ca/about/ (Accessed 6 April 2012)

Mullins, J.W., 2010. Marketing management: a strategic decision making approach. Boston: McGraw Hill

Shore, R., 2012. Holy Crap Cereal is healthy, organic and potent. (Online) Available at: www.montrealgazette.com/news/todays-paper/Holy+Crap+cereal+healthy+organic+potent/6011940/story.html (Accessed 6 April 2012)