Allan Catriona Craig Susan - FDF Scotland€¦ · emphasise the benefits of this product to people who are conscious about their health and food products that they consume. Target

Allan Catriona Craig Susan

Our Target Market

Target Market

Vegetarians

Coeliacs

Dieters

Families

Schools

Sports clubs

Due to the fact that Secret Sausages is a

relatively new business we have decided to aim

the product at a wide range of consumers.

Target Market

Vegetarian Market • We have chosen to aim the product at the vegetarian market.

This will be our main target market as these consumers will only eat food that does not contain any traces of meat products. The Secret Sausages product is meat free but still maintains the irresistible taste of a regular sausage. We believe that vegetarians throughout Scotland and the UK would be attracted to and willing to purchase the product.

• In addition the amount of money being spent by the vegetarian market on food products during 2012 was £949m! We feel that that this is a huge target market that we could exploit and generate quite a large profit.

Target Market

Families • One of our main target markets for the Secret Sausages

product would be families with young children. We believe that the Secret Sausages product is one that could enjoyed by people of all age groups. The majority of parents are keen for their children to eat healthier foods. We think that the best way to achieve this is to provide healthy food products that all of the family can enjoy together. We will aim the product at young families so that people of all age groups will become familiar with the Secret Sausages product, develop a loyalty towards the brand which will help the business become successful in the long term.

Target Market

School Children

• We would also target school children in South Lanarkshire. The local authority are keen to promote healthy eating in schools therefore we would like to see the product become more established in this market. We believe that the Secret Sausages product could be sold in school canteens across South Lanarkshire. This would allow both students and employees in the school to taste the product regularly and become loyal to the brand.

Target Market

Healthy Eating Market

• Everyone wishes to lead a healthier lifestyle and one of the first things that people would like to change is their diet. During our research we learned that only 1/3 of adults in the UK are not getting their recommended daily allowance of fruit and vegetables. We feel that the Secret Sausages product is ideal because it is a tasty, healthy option that provides consumers with part of their recommended daily vegetable intake. We would emphasise the benefits of this product to people who are conscious about their health and food products that they consume.

Target Market

Local Sports Clubs • We would make the product available in local sports

clubs e.g. football/rugby/athletics. People in sports clubs would be keen to promote healthy eating among its members so we believe the product would be an ideal food to serve to children and adults e.g. at competitions and/or on match days. We also believe that developing good relationships with local sports clubs could provide Secret Sausages with opportunities to advertise at their grounds and also get involved in sponsoring local teams/events.

Target Market

Coeliac Market

• During our research we found out that coeliac disease affects at least 600, 000 people throughout the UK. We felt that this figure in addition to the growing number of people turning to gluten free food products as part of a healthier diet was a good reason to aim our product at this market.

Target Market

Religious Groups

• Another area of the market we would like to target the product at would be different religious groups who do not eat meat products e.g. Jewish people do not eat pork. Scotland is now a multi cultural country and we will take this into consideration when marketing the product.

Marketing Plan – 2014/15 March-August 2014

South Lanarkshire Schools • We intend to travel around schools in the South Lanarkshire

area in order to create a better awareness of the product among children and young people. We would provide talks on healthy eating during school assemblies, provide free samples of the product and have competitions for the young people to take part in.

• Primary Schools – Guest speakers would be dressed in an outfit to represent each flavour e.g. a Honey Bee costume. Give out company merchandise e.g. t-shirts and/or wristbands to the school children.

• Secondary Schools – Provide pupils with information on our social networking sites, encourage them to like/share our Facebook page and follow us on Twitter so that they can take part in and potentially win prizes in competitions.

Marketing Plan – 2014/15 March-August 2014

Local Supermarkets/Health Food Stores • We hope to arrange a one day event in each of the

supermarkets/health food stores throughout South Lanarkshire.

• We aim to be in these stores on a Saturday which would be the busiest day of the week for these stores.

• We feel that this would be a great way of targeting families and building a better awareness of the product.

• We would promote our product – by providing free samples, allowing customers to enter in store competitions and handing out company merchandise.

• During the summer months we would encourage customers to buy our product when they are hosting a BBQ event at home.

Marketing Plan – 2014/15 March-December 2014

Company Website and Social Networking Sites • We will continue to update the company website e.g.

– Providing information on upcoming events and/or taster sessions that will be taking place

– Gallery of images from events that we have recently run in schools and/or in retail stores

– Feedback page so that customers can share their views on the product with Secret Sausages employees

– Competitions e.g. ideas for new flavours – best idea wins a prize

• We aim to make the best use of social networking sites by providing links to the company website, both daily and weekly competitions for our Facebook friends and Twitter followers.

Marketing Plan – 2014/15 March-December 2014

Company Website and Social Networking Sites • Competitions on both Facebook and Twitter

– Guess the ingredients/new flavour – Find the golden voucher in Secret Sausages packs – Like/Share our picture and/or video clip on Facebook – Be the 1000th person to like/share/retweet our promotion

• Prizes might include – Discounts when buying Secret Sausages products – A voucher for one of the large supermarket retailers – A voucher for East Kilbride Shopping Centre – Free cinema/ice skating/bowling tickets for all the family

Marketing Plan – 2014/15 August – December 2014

Advertising • East Kilbride News and Hamilton Advertiser

– Place adverts in local newspapers to tell customers about the product, promotional prices and any new locations where it is to become available

– All adverts will include a 10% coupon for Secret Sausages products

• Cooking Magazines

– Adverts to encourage people to buy our product

– We will include coupons for large orders so that people will feel that they are buying a healthy product at a reduced price

• Billboards

– We will situate our advertisements in busy locations throughout the East Kilbride area

Marketing Plan – 2014/15 August – December 2014

Online Advertising

• YouTube Channel

• We will create our very own YouTube channel so that we can upload video footage of

– Different events that we have held e.g. in schools/supermarkets

– Advice on how to cook meals using the Secret Sausages product

– Advertising and special offers

Marketing Plan – 2014/15 January- March 2015

Advertising in Sports Centres

• Placing a digital advertisement on TV screens in different sports centres to encourage members to include the Secret Sausages product in their plans for a new diet and healthier lifestyle.

Sponsorship

• Providing sponsorship to local organisations e.g. swimming/dance/football/rugby/athletic clubs.

• Can attract new customers through increased advertising and positive public relations.

Vegetarian/ Health Food

Stores

Where we intend to sell the product

Ocado – Online Retailer

Pop Up Shop

Sainsbury's

Waitrose

Catering Businesses

Kosher and Halal

Tesco

Asda

Schools Children and

Teacher/ Employees

Current Target Market

Long Term Target Market

Place – Selling and Distributing the Product

Current Market • Vegetarian/Health Food Stores – The consumers that purchase products

from these types of businesses would be willing to pay a higher price as they are looking for specific products.

• Ocado – We would continue to sell the product through this online retailer as we believe that this is an excellent opportunity to expand our target market. People from different locations throughout the UK will be able to purchase the product and may develop a loyalty towards our brand.

• Schools – As identified earlier in our marketing plan we would be aiming to sell the product in schools throughout Scotland. We would begin by approaching South Lanarkshire Council and offering competitive prices for them to stock our product in school canteens. We believe selling large quantities of the product to schools would increase our profits and also provide our target market with an opportunity to sample the product and become loyal to the Secret Sausages brand.


Current Market

• Catering Businesses – Due to the fact that Secret Sausages are a small company starting out the firm would be unable to cater at large events such as the Commonwealth Games therefore we intend to supply to large catering businesses in Scotland e.g. Regis Banqueting Ltd

• Special Food Stores – We would aim to place the product in shops that sell kosher and halal food products. Similar to health food stores the people that shop in these stores i.e. Muslim and Jewish people will be willing to pay a higher price as they are very particular about the type of product that they are buying. The quality of the product is more important to these people than the cost of the actual product.


Current Market

• Pop Up Shop – We would continue to use the Secret Sausages VW Campervan to sell the product. We intend to bring the van along to shows, festivals and events throughout the UK. We believe that this van should be on the road each weekend particularly during the summer months so that we would gain from increased promotion and publicity as well as increased sales from consumers buying our product at these events.


Future Target Market

• Supermarkets – Our main aim would be to stock these products in all large supermarket retailers throughout the UK. This is our long term ambition for the product. If it is available in stores such as Asda, Tesco, Sainsbury’s, Waitrose etc. our main target market will be able to purchase the product on a daily basis which will lead to higher sales of the product and establish a loyalty towards the Secret Sausages brand.

Competitors

• Innocent • Linda McCartney • Quorn

• We have identified these three companies as our

direct competition in the marketplace as they are offering similar chilled food produce.

• However we believe that we possess a more innovative and healthy food product that consumers will be willing to buy.

Price

• Secret Sausages 6 Pack - £2.99

• Secret Sausages 12 Pack - £3.99

• We plan to sell the product in bulk to catering companies and restaurants. We would be willing to offer these businesses a discount when selling the product in this way.

• To encourage more online sales of the product through retailer Ocado we are considering a promotional offer of 2 for £5 mix and match.

Our Pricing Strategy • Innocent - £2.79

• Linda McCartney - £1.50

• Quorn - £2.00

• The prices offered by competitors had a slight impact on our choices for the pricing strategy of Secret Sausages.

• We have chosen to reduce the price slightly however we have maintained a higher price than direct competitors.

Our Pricing Strategy • We have maintained a higher price than competitors

for the product as we believe Secret Sausages is a unique and high quality product.

• We would like our target market to view the product as being a higher quality than competitors’ products and therefore they will be willing to pay a higher price.

• We have decided to introduce the Secret Sausages 12 Pack at a slightly lower price as we believe this will ensure that one of our main target markets (i.e. families with young children) who may be cost conscious will still be able to afford the product.

Our NEW Packaging

Colourful packaging to attract the customer.

Our NEW Packaging

We have provided games on the back to entertain children. The back of the packaging could also be used for promotional material e.g. coupons, competitions and coupons etc.

How the new packaging will improve sales?

The green colour on the product packaging is designed so that it will be much more eye catching for consumers when it appears on the shelves of retail stores – we aim to build up brand loyalty among our target market and part of this is that customer will link our product to that particular colour.


We have decided to build on the excellent ‘Vegetables in Disguise’ slogan by creating a number of ‘vegetables in disguise’ on the packaging – we feel that this design will appeal to both young people and adults.

We feel that this idea could be developed further by adding a name to each Vegetable Character e.g. Larry Lincolnshire, Carla Cumberland etc.


On the back of the packaging we have decided to use this space to provide nutritional information as is the norm with all chilled food produce – we believe that this will be particularly useful for health conscious consumers in addition to the vegetarian market.

However we have also used this area as an opportunity to provide a game for the young people in our target market.


We believe the back of the packaging could also be used to promote competitions that we are running, the company website, social networking sites and new products that we will be introducing to the range.

This space could also be used to provide consumers with cash coupons that will encourage them to make a repeat purchase of this product and/or try other products in the range.

We would also include information on awards won by the business in order to promote positive public relations.

The Future for Secret Sausages - Product • We believe that the Secret Sausages product is an excellent idea and that in

the future the business should aim to expand by introducing new vegetarian products into the range. E.g.

– Meatballs

– Hot Dogs

– Burgers

– Chipolatas Sausages

– Pizzas

• When Secret Sausages have become established in the national market and have encouraged brand loyalty among our target market we believe this can be an effective way of increasing sales as consumers will be able to purchases a variety of products based on their needs. Also by providing a variety of products the business is spreading the risk as they are not relying on one product i.e. sausages to make the business a success.

The Future for Secret Sausages - Product

• Promotional Product– We believe that the business should attempt something unique in order to attract more customers to buy the product. We recommend that Secret Sausages should introduce a new product at different times in the year to reflect their target market’s interests at that time e.g.

– X Factor Finals: ‘The Singing Sausage’

– Strictly Come Dancing: ‘The Dancing Sausage’

– CWG 2014: ‘The Runner’

– World Cup 2014: ‘The Soccer Sausage’

– Independence Vote: ‘Scotland Sausage’

– Halloween: ‘Scary Sausage’

– Christmas: ‘Santa Sausage’

• Competitions could be run for consumers to decide on the flavour for each sausage.

• These sausages would be available for a limited time period however if sales of the product are higher than expected the product could then be introduced to the range on a full time basis.

The Future for Secret Sausages - Price • As stated earlier in our marketing plan we believe that the price of the

product is important as this will influence whether or not customers will buy the product. We recommend that Secret Sausages maintain a high price and emphasise the quality of their product however as the business becomes larger and starts to compete in the national and international market we believe they should use a promotional pricing strategy.

• A sales promotion should be used at different times of the year to encourage customers to buy the product on a regular basis. E.g.

– January: To increase sales and target customers who are eating healthy food.

– May: To encourage people to buy the product at the start of the summer so that they will use the product when they are holding BBQs during the summer months.

– August/September: Back to school meal deals to encourage school children and their families to buy more of the product.

– November: Reduce the price before Christmas/New Year to encourage high sales of the product during the festive period.

The Future for Secret Sausages - Place

• We would hope to establish the product in all health food stores and whole food markets throughout the UK.

• We would also aim to have the product available in well known supermarkets such as ASDA, Tesco, Sainsbury's, Morrison's, and Waitrose because these stores have a reputation for providing high quality products. We believe obtaining shelf space in these stores will allow us to increase our overall sales figure as the product will be more readily available to our target market. We also believe that placing the product in these stores will be a great opportunity for Secret Sausages to increase their advertising and promotion throughout the UK.

The Future for Secret Sausages - Promotion

• We believe the company should promote the range of products being offered both nationally and internationally.

• TV advertisements – at least once a year the business should run an advertisement on national television – they can make use of colour, images and background music to make consumers aware of the product and persuade them to buy.

• UK supermarkets – promotional material that is used by large companies e.g. Tesco will allow the business to promote existing products, new products being introduced to the range and also sales promotions that are being offered at different times in the year.


• Billboard Advertising – The business could increase the advertising of their product by having a billboard advertisement in busy locations throughout Scotland e.g. Aberdeen/Glasgow/Edinburgh/Dundee. They could also promote the business at music and sporting events throughout Scotland e.g. having promotional material on show at huge events such as concerts in the Hydro in Glasgow, appearing on advertising hoardings in large football stadiums throughout Scotland.


• Internet Advertising – The business could increase the advertising of their product on the internet by purchasing advertising space on websites that are frequently visited by our target market. Purchasing advertising space on well known websites such as Google, Facebook and YouTube will help to promote the product on an international scale and encourage more customers to buy the product.

Documents

Allan Catriona Craig Susan - FDF Scotland€¦ · emphasise the benefits of this product to people who are conscious about their health and food products that they consume. Target