Introduction
After reading feedback from part B, I am confident to proceed to part C of the marketing plan. That is because the feedback indicates that all components of Part B were covered satisfactorily. The brand strategy covered all four branding elements satisfactorily; the primary and secondary target markets were also accurately identified and explained according to demographic, geographic, and behavioural bases. Lastly, the positioning statement, perceptual map, and consumer behaviour were well explained. Moreover, part B had adequate, relevant sources despite a few grammatical issues. SWS formatting of the sources needed to be done correctly. This allows me to improve my grammar in part C and strictly adhere to SWS formatting and in-text citation of sources.
As parts A and B of the marketing plan mention, Crunchy Fries will be a fast-food company that will major in selling fried foods. The Crunchy Fries menu will include fried fish, French fries, chicken strips, cheese sticks, smokies, and sausages, among other foods. Crunchy Fries will also sell soft drinks to its customers to accompany its main delicacies. Next, Crunchy fries will be located in Queens, New York, targeting town dwellers. Crunchy Fries Limited will also propose offering in-restaurant and takeaway foods and food delivery services. This business’s significant competitors will comprise other market players like McDonald’s, Starbucks, Subways, and many other established restaurants.
Crunchy Fries Limited will also include all four components of perfect branding in its branding strategy. First, the brand name will be Crunchy Fries Limited; the slogan will be “A taste you will remember,” The business will have a relevant slogan and extension. The primary target market for Crunchy Fries will comprise teenagers and young adults who prefer fast food, while the secondary target market will include employed parents. Lastly, according to Crunchy Fries’s positioning statement and perceptual map, the company will be able to compete favourably in its industry.
Part C of the marketing plan will now contain five sub-sections. These include: first, the pricing and distribution strategy. The pricing strategy will compare how Crunchy Fries will price its menu compared to competitors. The distribution strategy will then discuss types of distribution, either direct, indirect, intensive, or any other distribution method that will be used. The integrated marketing communication will then focus on messaging and media strategy, where the type of messaging and examples of media platforms used for marketing will be discussed. The next section will then highlight the sales promotion and personal selling plan. The fourth section will then discuss online and direct marketing strategies, after which the fifth and last sections will discuss social responsibility in the marketing plan.
Pricing and Distribution Strategy
This section of the marketing plan contains two main components. The first is the pricing strategy which discusses Crunchy Fries’ pricing strategy compared to competitors like McDonald’s. the next component is the distribution strategy which discusses the distribution channels for Crunchy Fries’ products and the types of distribution strategy that will be used.
Pricing Strategy
Crunchy Fries Limited will use a market penetration pricing strategy for its products. This is a pricing strategy where a business sets reasonable prices relative to existing market prices to gain an initial customer base before building its reputation (Yang, 2021). More specifically, Crunchy fries will use aggressive pricing. In this case, Crunchy Fries will determine menu item prices from its competitors and set its menu item prices to be lower than those of competitors. Crunchy Fries’s low prices will attract customers from the top competitors. As a result, Crunchy Fries will be able to penetrate the market and build a customer base for itself.
Distribution Strategy
Crunchy Fries will use a direct distribution channel. This is the most appropriate distribution channel for restaurant and fast-food businesses. That is because Crunchy Fries will be trading in fried foods, which it will prepare in its restaurant and sell directly to customers. Crunchy Fries will also use an intensive distribution mechanism. This is where Crunchy Fries will open as many outlets as possible in different locations of major towns to reach more customers. In addition, Crunchy Fries’ outlets will all be managed under one management, and no distribution activities will be sublet to external parties for in-restaurant selling. However, Crunchy Fries will also develop its website under its management, where customers can order fried foods, and Crunchy Fries will have the foods delivered through its bikers.
Integrated Marketing Communications
This section of the marketing plan will contain the messaging and media strategy. The messaging strategy will discuss Crunchy Fries’ choice of message to include in its marketing mix. On the other hand, the media strategy will identify the choice of media platforms that Crunchy Fries will use to reach its potential customers and the rationale for using those platforms.
Message Strategy
Crunchy Fries will have a specific messaging strategy. This will be based on the taste of the taste, pricing, location, and types of fried foods that Crunchy Fries will sell. All sales promotional and advertising messages will be based on Crunchy Fries’ slogan, “A taste you will remember.” As a result, all messages on both traditional media and social media platforms will stress the taste, pricing, location, and types of Crunchy Fries’ foods; This will help to promote an integrated marketing technique.
Media Strategy
Crunchy Fries will also market its services and products through traditional and social media platforms. First, Crunchy Fries will market its products by erecting billboards at strategic locations in town. It will also market through local radio and television stations in addition to local magazines so that it can reach a wider population. Crunchy Fries will also market through social media platforms like Facebook, Instagram, TikTok, Snapchat, Twitter, WhatsApp, and direct messages. Crunchy Fries will use all these social media platforms because its primary target market is teenagers and youths. Studies have indicated that an average youth or teenager spends at least 8 hours daily on social media (Abi-Jaoude, 2020). This will therefore enable Crunchy Fries to reach them quickly, and they will view Crunchy Fries as a youth business since it conforms to their trends. The billboards will also target the town dwellers who know Crunchy Fries’s location and the foods offered.
Public Relations, Sales Promotion, and Personal Selling Plan
This third section of the marketing plan contains sales promotion and personal selling plans. The sales promotion plan will contain offers that Crunchy Fries will temporarily increase interest in their products. On the other hand, the personal selling plan contains sales promotion methods that Crunchy Fries sales persons will use to make more sales.
Sales Promotion Plan
Crunchy Fries will use two sales promotion strategies. The first will be providing redeemable vouchers. Under this strategy, each customer who purchases Crunchy Fries’ products will be entered into its database and will be awarded points. These points can then be redeemed into a voucher for the customer to purchase any food at any Crunchy Fries outlet. The next strategy will be a First purchase coupon for customers using Crunchy Fries to place their order. Under this strategy, any customer who places a first order on the website will have free shipping to their location within the town. These two sales promotion strategies will ensure that Crunchy Fries achieves more sales.
Personal Selling Plan
Crunchy Fries will also have the following aspects in its selling initiative. First, Crunchy Fries will have a customer service desk where customers can report dissatisfaction with any aspect of Crunchy Fries’s business. This will ensure a perfect relationship between the business and its customers. Crunchy Fries will also use inside sales representatives based in the restaurants. The sales representatives will then be friendly and branded and serve customers within the restaurants. This will ensure that Crunchy Fries has a personal relationship with its customers. Crunchy Fries will also use direct and indirect communication with its customers since it will sell to in-person and online clients.
Online and Direct Marketing Plan
This fourth section contains four sub-sections; digital marketing techniques, reasons, and validity of the techniques. This section will also discuss online advertising techniques, search engine optimization, and a direct marketing plan.
Digital Marketing
Crunchy Fries will market on digital marketing platforms like Facebook, YouTube, WhatsApp, Instagram, Twitter, Snap chart and its website. More particularly, Crunchy Fries will use paid ads for advertising on YouTube, Instagram, Snap chat and Facebook. Studies have indicated that over 90% of people aged 14 to 40 spend 8 hours daily on this platform (Farfieva, 2020). This demographics forms the most prominent target market for Crunchy Fries. Hence, it will help them to reach most of their target market. Crunchy Fries website will also provide information on menu items and a provision for placing an order. This will also play a significant role in marketing Crunchy Fries.
Advertising
Crunchy Fries will use two methods of advertising on online platforms. These are pay-per-click and display advertising. Pay-per-click is the method where a company pays a host website for each click that people make on their advertisement on the host’s website (Puthussery, 2020). This will make more popular websites willing to advertise for Crunchy fries. Similarly, display advertising refers to the scenario where Crunchy Fries will use banner ads on social media platforms to advertise its products. All these will lead to better sales and more customers.
Search Engine Optimization
Search engine optimization refers to efforts to maximize the number of visitors to a website by ensuring it appears on top of the list of results returned by a search engine (Puthussery, 2020). This will be important for Crunchy fries since it will make potential customers find its website easily on the search engines to place their orders.
Direct Marketing
As mentioned before, Crunchy Fries will rely purely on direct marketing. This is where Crunchy Fries will sell its products through its sales outlets and platforms. This will help the business to have a personal relationship with customers. It will also help Crunchy Fries to learn the tastes and preferences of its customers and to ensure control over the quality of products it sells to its customers.
Social Responsibility Plan
Besides its marketing strategy, Crunchy Fries will also have a social responsibility plan. This will be pegged on four aspects, including; environmental, philanthropic, ethical, and economic responsibilities. First, Crunchy Fries will ensure proper waste disposal to prevent environmental pollution. This will be done by purchasing plastic dustbins that they will use in waste collection and paying for proper disposal through county government agencies. Crunchy Fries will also identify bright and needy students in society. Crunchy Fries will then pay a fee for some bright and needy students and occasionally provide regular food for street children as a form of community outreach. Economically, Crunchy Fries will ensure to pay all taxes and necessary licenses to contribute to the country’s economic gains. Lastly, Crunchy fries will adhere to all laws, from labour laws to customer relations and all necessary laws about its business.
Conclusion
In conclusion, Crunchy Fries will market itself through different avenues like traditional and social media platforms to ensure it reaches a broader potential market. Crunchy Fries will also use sales promotion and personal selling strategies. This will make it popular among its potential market. Its market entry and aggressive pricing strategy will also ensure that Crunchy Fries stays at par with competitors like McDonald’s. Lastly, Crunchy Fries also has a social responsibility plan based on environmental, philanthropic, ethical, and economic concerns. All these serve to market the business and to ensure its success.
Sources
Abi-Jaoude, E., Naylor, K. T., & Pignatiello, A. (2020). Smartphones, social media use and youth mental health. Cmaj, 192(6), E136-E141.
Farfieva, K. A., & Karimov, I. (2020). SOCIAL MEDIA IS A FACTOR IN THE FORMATION OF SCIENTIFIC THINKING IN YOUTH—European Journal of Research and Reflection in Educational Sciences Vol, 8(10).
Puthussery, A. (2020). Digital marketing: an overview.
Yang, M., & Xia, E. (2021). A systematic literature review on pricing strategies in the sharing economy. Sustainability, 13(17), 9762.
write