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Marketing Plan For Gelato Essay

6705 words - 27 pages

Executive SummaryAs the amelioration of living standard, the requirement in quality of life also improved. Accordingly, people do not only satisfy their basic needs, but also seek for a sense of relish. The notice of this Epicureanism enhances the idea of commencing GELATO.GELATO will be the leading ice cream manufacturer and wholesaler in territory 30. GELATO will produce three products for three different segments; family, gourmet and lifestyle. Each product will have different tastes, cream content, packaging...etc. Each of these features will be further discussed in this marketing plan.Ice cream is a seasonal product, due to this seasonal impact, GELATO's marketing mix; the 4Ps (Product, Promotion, Price and Place) will change in different seasons. In general speaking, summer (period 7-9) is our peak season of sales while the others are off peak season.During the peak season, GELATO's product will change in terms of flavour, scheduled production, packaging and cream content; there will be detailed information in the product part of this marketing plan.In promotion, the sales team size and promotion budget of each segment will change in the peak season, more salesperson and greater promotion budget will be used during the peak season, also different promotion campaign will be used.The third one is Price; the prices of 3 products are not the same, different segments have different purchasing power, for example, family has a relatively low purchasing power when compared to the other two segments (Gourmet and Lifestyle), so the price set for family segment is the lowest.Lastly, Place, in this case is how and where we sell our ice cream. There are two distribution channels, supermarket and specialty stores. In different seasons, the portion of products sells in these two channels will vary as to maximize the number of sales. It will be further discussed in the later part of this plan.Target MarketThe target market of GELATO is separated into three main market segments, which are:Ø Family: adults and kids make up this segment; they demand good value for money.Ø Gourmet: young single/couples with no kids, ice-cream is about ego.Ø Lifestyle: older people and younger women, they are watching their diet for one reason or another.Each of these segments has 3 segment varieties, which can have quite different characteristics, different consumption patterns and different product preferences.The family segmentDemographics: adults and kidsmale and femalesingle and coupleGeographic: the company is operating in Territory 30Behaviours: ice-cream would satisfy consumer's physiological needs and personal needs in this segment.At the beginning, about 60% of total potential sales are from customers in this segment. Consumers in this segment prefer products that offer value for money, but don't mind paying a bit more provided the quality is good. However, if the prices get too high, they will quickly move to alternative brands. So the consumers...

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