Marketing Plan

Executive Summary

For over a year David Greig and his partner, Angela peck had been working on the idea of opening a board games café called “Beyond the Bean” in London, Ontario. His business plan is nearly to be complete, only the marketing plan for his proposed venture is still needed. Beyond the Bean is going to be a café that specializes in gourmet coffees and related beverages and at the same time offers the opportunity to rent a table where customers could enjoy the pleasure of playing board games. The partners have no clue about what the most profitable target market, product pricing, and final product offering is. Furthermore, the partners need an excellent promotion plan to familiarize Beyond the Bean with their target market. Goals

The partners have a few goals set. The social goal is to create and maintain a safe environment for as well as its customers as for its employees. Their financial goal is to have reached at least a turnover of $240.000 after 3 years. There are also a few actions that have to be taken by the partners. First of all, the market to target their promotion has to be selected. Next, a suitable promotion plan has to be created to attract its target market. Finally, the product pricing and final product offering need to be decided upon. Plan

The target market will carefully be selected based upon the size of the target group and the expected profitability. The costs of promoting Beyond the Bean have to fit the promotion budget of $6.000 which is a relatively small budget, so the promotion plan will mostly be based on the costs of the promotion tools. Moreover, the partners have two possible pricing scenario’s to decide from, the product pricing will again be based upon profitability. The final product offering can differ from also serving alcoholic beverages
in the café or only non-alcoholic beverages. The final product offering will be based on suitability, convenience, and costs. External Analysis

The market analysis

By focusing on social interaction “Beyond the Bean” has effectively implemented a local differentiation strategy. “Beyond the bean” will be launched as a café that specializes in gourmet coffees and related beverages where customers can also rent tables and play board games.  Its target market consists of people between the ages of 18 and 30 years and neither gender nor ethnicity will constitute a basis for segmentation. The ideal atmosphere for the café will be a safe environment where people can enjoy themselves with different (board-) games and a high-quality range of drinks and food. “Beyond the Bean” wants to maintain a long-term relationship with its customers, this is why the partners want to be able to provide all the necessary information about the (board-) games.

The external environment

Competitive forces
Recent research showed that there is no similar business in the area of “Beyond the Bean”; this means that the competition in the board games café industry is very strong on a regional basis but somewhat weak locally. Direct competitors are “Fleetway” and “Palasad North”, both competitors are offering different games, high-quality food, and beverages. Indirect competitors are “Tim Hortons”, “Starbucks”, “Williams Coffee Pub” and “Coffee Culture Café and Eatery”. The indirect competitors offer different kinds of beverages and baked goods, and some of them a relaxed atmosphere with the availability of Wi-Fi. “Beyond the Bean” will differentiate itself by not providing Wi-Fi, because of the idea that Wi-Fi discouraged social interaction.

Economic forces
Also, London’s economy was a victim of the worldwide recession triggered in 2008 and is still recovering. Unemployment counted 8.8 percent; this generally led to reduced spending on discretionary expenses, including entertainment. But even though the partners of “Beyond the Bean” are aware
of this unfortunate situation, they are convinced that their business will grow rapidly, especially since specialty coffee had a growth rate of 20 percent annually during the last decade. This is also one of the reasons that the partners decide to serve different kinds of coffees, other beverages, baked goods, and other food. Political forces There are no expected political influences or events that could affect the operations of Beyond the Bean.

1. Political factors include regulatory issues that affect your product line (e.g. ergonomics issues and the current regulatory rulings), legal aspects such as patents and copyrights, or just the current political climate. Political forces are currently no issue for “Beyond the Bean”.
2. Legal and regulatory forces.

The partners of “Beyond the Bean” pondered the idea of offering a limited selection of alcoholic beverages, primarily beer and wine. But this would mean that the business’s liabilities could increase, resulting in higher annual insurance premiums. The partners decided that in a café as Beyond the Bean it would be a better choice to avoid alcoholic beverages. Technological forces. In today’s society, technological products are continually improving and developing. These improvements could lead to constant use of mobile devices and this will stop people from talking with each other. The decision of not providing Wi-Fi in Beyond the Bean is then better than its competitors, which do provide free Wi-Fi. Sociocultural forces. To select potential customers beyond the bean, the market will be divided into different segments. Because of the different schools and colleges located near beyond the bean, the best segment will be between the ages of 18 and 30 years and that neither gender nor ethnicity would constitute a basis for segmentation. Internal analysis.

Current situation

Current target

Beyond the Bean is mainly focusing on people between the ages of 15 and 34 years. The company has a target market of four different segments: Western University students, Fanshawe College students, high school students, and young professionals. Our primary target market is going to be the students attending Western University and Fanshawe College. Beyond the Bean is going to be located close by both schools which makes it easier for them to reach the company. This group would also be most likely interested in both drinking coffee and playing board games. Western University Students. Both Greig and Peck attended Western University not too long ago which made them believe that they understood this target the best. Western University has approximately 30,000 students enrolled and almost 4500 first-year students enrolling every year. University students like to socialize with friends outside of the school campus for a reasonable price and were looking for an alternative from their usual bars. Most students do not own a car and travel by bike, public transportation or walk. Most of them also live in the area of the university so Beyond the Bean has to be at a close distance from the university. Fanshawe College Students. Fanshawe students have similar characteristics to those from Western and also enjoy an evening out without alcohol. Fanshawe enrolled over 15,000 students at its campus. Fanshawe is around 10 kilometers away from Western University and the proposed Richmond Row location of Beyond the Bean. Beyond the Bean is coming with a new concept to London, Ontario. There is no other company that has a combination of being able to rent board games and have a cup of coffee at the same time in this area. Board games started to rise in fame again since the early 2000s and their sales have increased 100% in the last 5 years.

Current Competitive Advantage

Beyond the Bean is the only one in the area of London, Ontario they have a big advantage. The company does have some direct and indirect competition. The direct competition is Fleetway and Palasad North and the indirect are the coffee shops in the area. Fleetway and Palasad North are social and recreational companies. They provide a good time for the whole family, where you can eat play and socialize. They are in possession of bowling alleys, billiard tables, and arcade games aside from the bar, restaurant and lounges. The indirect competition is Tim Hortons, Starbucks, Williams Coffee Pub, and Coffee Culture Cafe and Eatery. These companies offer customers a wide selection of coffees and small pastries and snacks. They also provide free Wi-Fi for customers. Current Marketing Mix.

Product

The product that Beyond the Bean wants to offer to its potential customers is a good cup of gourmet coffee while playing a fun board game. Beyond the Bean is not going to offer Wi-Fi to its customers to stimulate more socializing between others. The company has also decided not to sell alcohol to eliminate extra costs and to differentiate itself from the other bars in the area. The pricing of the coffee would have to be comparable with the coffee shops which ranges between $1.75 to $4.00. Beyond the Bean is going to charge the customers $8,00 an hour for one table with a maximum of 6 players. This way potential customers might come with larger groups to divide the costs among each other. The company has several ways to reach out to potential customers. Beyond the Bean wants to spend $6.000 on marketing but is not yet sure how to promote the company yet. Beyond the Bean is also planning on developing a website and a Facebook page. One of the partners has technical abilities and is going to create the website herself and the company is not planning on using the paid advertisement from Facebook to cut costs. Beyond the bean has decided to place advertisements in both newspapers of Western University and Fanshawe College.

Place
There is not yet a location decided but the location of Beyond the Bean will be in the area of Richmond Row. Which is close to Western University and Fanshawe College.

SWOT Analysis

Strengths

1. Both, David Graig and Angela Peck are knowledgeable about a large selection of games; they are able to provide expertise to help patrons understand the rules
2. The partners already have a $ 60000 start-up capital.
3. The decision to provide no free Wi-Fi, in contrast to other coffee shops and lounges, in order to reach a higher social interaction level.
4.  Beyond the bean will be opened every day.
5. The partners followed various seminars and training to know more about their “soon to be” business environment.

Weaknesses

1. The decision to provide no free Wi-Fi, potential customers could prefer to go to a competitor.
2. Because of the small start-up capital, there is only a limited amount of employees in the first months.
3. The partners are new in the business, the lack of experience could be a problem.
4. The partners have a low promotion budget, this could interfere with people getting to know “Beyond the bean”.
5. If the partners can’t make enough promotion, this could lead to weak brand awareness.
6. Seasonal customer target, a lot of students will go home during the summer, this means less revenue. They may have to broaden their focus.

Opportunities

1. There is no similar business in London.
2. There are different ways to promote; Web and Facebook pages, The western gazette, Fanshawe interrobang, The London free press.
3. There will be different kinds of universities and/or colleges; Western University students, Fanshawe college students.
4. The partners can follow engineering
   courses; full-year university courses ‘’Business for engineers’’ and the following seminars at the London Small Business Centre (SBC)
5. Board games are becoming increasingly popular.
6. The worldwide Coffee business is a multi-billion dollar business.

Threats

1. The underemployment in London could result in fewer recreational expenditures.
2. All the coffee shops mentioned besides ‘’Tim Hortons’’ provide products of comparable quality and they offer the ability to relax in a comfortable environment. They also provide free Wi-Fi.
3. Other facilities are well known for offering successful entertaining and their food menus as well, Palasad North and south. Fleetway focusses on younger children, teenagers, and adults. The target group from Beyond the bean are students.
4. If other facilities decide to provide alcohol and customers prefer to have an alcoholic beverage, Beyond the Bean could lose revenue.

As mentioned before, board games are becoming increasingly popular which means that Beyond the bean could become a very successful business. Beyond the bean will not provide free Wi-Fi at its location, it means that there will be a higher level of social interaction. Even though there are direct competitors that do provide free Wi-Fi, this will not form a problem because no Wi-Fi means that Beyond the bean differentiates itself from its current competitors. For a new beginning company, brand awareness could be a problem, but it helps that Beyond the bean is opened every day from 11 am till 11 pm, which makes it easier for potential customers to visit Beyond the bean and thus experience the wonderful atmosphere before they will create promotion mouth-to-mouth. Brand awareness will become even stronger if Beyond the bean uses its available promotion budget, the total budget available will be calculated at the ‘Budget’ section.

Confrontation matrix5

• S1 x O5 = – The partners are knowledgeable about a large selection of (board-) games.
  – Board games are becoming increasingly popular.
• S2 x O2 = – The partners already have a $60000 start-up capital.
  – There are different ways to promote it.
• S3 x O5 = – The decision to provide no free Wi-Fi; higher social interaction level.
  – Board games are becoming increasingly popular.
• S3 x T2 = – The decision to provide no Wi-Fi; higher social interaction level.
  – Some competitors do provide free Wi-Fi.
• S4 x O3 = – Beyond the bean will be opened every day.
  – There will be different kinds of customers; everyone can visit at their own time.
• S4 x T2 = – Beyond the bean will be opened every day.
  – When are the competitors opened?
• W1 x T2 = – The decision to provide no Wi-Fi; customers could decide to go to a
  competitor.
  – Some competitors do provide free Wi-Fi.
• W6 x O2 = – Not enough promotion; could lead to weak brand awareness.
  – There are different ways to promote it.
• W7 x T3 = – Seasonal customer target; students will go home during summer, less
  revenue.
  – Other facilities; competitors at other places.

Target Market & Segmentation

The owners of Beyond the Bean have decided to start their business in London (Canada). There are four different groups that can be targeted.

Groups

• Western University Students – 30 000 students, 4500 new students enroll each year
• Fanshawe College Students – 15 000 students
• High school students – 20 000 students, between the age of 14-19. It differs for each student how much money he/she has to spend.
• Young professionals – 15 000 professionals, between the age of 25-35. They have relatively more money to spend compared to other groups.

Case information

Western University Students
This is by far, the biggest target group. The majority of the students do not follow classes in the summertime, meaning that seasons are related to the number of students at the University. Fanshawe College Students. The difference between Western and Fanshawe is that both schools are 10 km apart from each other and that Western University has the double amount of students Fanshawe has. The seasonal aspect is the same for both schools. High school students. Some students work part-time, which would provide them with some spending money. However, Beyond the Bean has doubts if the coffee focussed menus will appeal this group. Young professionals
The partners think the coffee menus are suitable for this group but they fear the board game aspect will turn this group off.

Ages

• High school students12-18
• University & College students18-can go up to 30
• Young professionals 25-35

Additional information and research

College and University students

These students have money to spend. They either acquire it by working or by receiving parental help. The amount of students who have a credit card is increasing every year. This means the amount of money they have to spend is increasing so more spending money. Research has shown that people start drinking coffee at a young age. (13 years). High school students turn out to be vulnerable to caffeine addiction. But the larger part of this group is dependent on transportation. This group will be least likely the best target group. The café plans on opening the doors early in the morning and closing them one hour before midnight. The majority of the high school students will not be able to make use of the time rooster which Beyond the Bean wants to realize.

Young professionals
They have the most amount of money to spend compared to the other target groups. However, young professionals mostly work during the daytime. Also, this group has an average age where most persons start . This would imply that they would even have less time to visit Beyond the Bean.

Conclusion target market

The best target group to focus on is the group of College and University students. This group has been chosen because of its large size and this particular target group will respond best to the board’s game café, compared to other groups. College and University Students are the best target group because Beyond the Bean has the possibility to operate from a location, located approximately 5 km from both Western and Fanshawe. From the 50 000 students, from both colleges, there will always be people who have some spare time. For
example, students often have in-between hours, which provide them with spare time. Regarding the spare time topic, young professionals will most likely have no time to visit the time-consuming board game café during day time. This is also one of the reasons why there has been decided to not focus on young professionals. The average high school student has time to visit the café, but many of these students are reliable for transportation. While college and university students mostly travel with public transportation free of charge. The Bean sees this group as the one to target, since this group: Is large in quantity.
Has some spending money.
Is in the right age sector to appreciate coffee menus.
The board game café provides the right form of amusement for a large target who has to study a lot and who favors to relieve some stress from time to time with a fun board game and a tasteful beverage on the side.

Positioning
By presenting the café as a new alternative for customers. Beyond the Bean will position itself as a unique coffee shop. Many students search for ways to inexpensively socialize with friends. Besides regular bars, the board’s game café is a way to socialize with friends but also get to know people from the other colleges. Therefore, Beyond the Bean will position itself as a new café, offering high-quality drinks and providing a place for both colleges to socialize. Beyond the Bean will try to differentiate itself from other coffee shops by making use of certain opening hours. Closing the shop weekly at 11 p.m. and during weekends at midnight. Which might attract other audiences. The student’s target group has free use of public transportation. Therefore, Beyond the Bean will position itself as a place that is easy to get to. Public transport services provide several routes to the café. Beyond the Bean will provide Wi-Fi in the café. Wi-Fi makes it even easier to
socialize with your network. During a board game you will still be in touch with the outside world.

Corporate strategy

A corporate-level strategy is all about the question: ‘What business are we in?’ This question mostly relates to new businesses, such as “Beyond the Bean”. To formulate the corporate-level strategy, we have to create a portfolio strategy. A portfolio strategy consists of SBUs, strategic business units; this shows the unique business mission. The unique business mission of “Beyond the Bean” is that the partners want to create a safe and comfortable environment for people to enjoy their selves with (board-) games and friends without the interruption of mobile devices.

Goals and Objectives

In this part of the marketing plan, one can find information about the goals of Beyond the Bean and the objectives to accomplish the goals. Beyond the bean wants to reach the break-even point in 2 years. Objective
The company has calculated how much customers would be needed in the first 2 years to be able to pay back the return on investment. (see budget) Beyond the Bean has decided to pay back $30,000 in the first year and $30,000 in the second year. Beyond the bean wants to achieve a turnover of $370.122 in 3 years. If beyond the bean wants to achieve a turnover of $370.122 it must realize to have approximately 297 customers per week that spend an average of $8,00. This is concluded by the following expectations, Beyond the Bean expects that each customer has to pay $2,00 per hour and expects that customers will play a game for a minimum of 2 hours. Beyond the Bean supposes that each customer buys a minimum of 1 drink. (the drinks are around $4). So Beyond the bean has to realize 594 customers each week by using the following calculation, average turnover per customer = 2,00 (p.p.h) + 2,00 + 4(consumption p.p.) = $8,00. To manage the goal of 594 customers beyond the bean need to attract their customers with its promotion plan. See the marketing mix promotion for the details.

Social goal

Create a save environment for the customers and employees during the company’s lifetime Objective
To attain this goal for the customers, beyond the bean must have reliable employees that can lead the company. To reach this goal for the employees, the employees must have to trust each other and the employees have to be chosen properly. Each employee must be professionally tested on his or her social skills and responsibility feeling. This could be tested with physiological tests. In brief, Beyond the Bean wants to achieve a turnover of $370.122 in 3 years, to achieve this it has to attain an amount of 594 customers each week. It can attract its customers through its promotion plan. Beyond the Bean also wants to create a safe environment for its customers and employees, Beyond the Bean will do this by providing trustable employees.

Marketing Mix

Product
The idea is to launch a cafe that specializes in gourmet coffees and related beverages (espressos, lattes, cappuccinos, teas, etc) where customers can also rent tables and play board games. This isn’t a new idea, but it hasn’t yet been done in the area we want to do it. It will be a new way of getting together with friends and having a good coffee or tea. Customers will spend an estimated 4$ on food and drinks. For the board game rentals we will charge 8$ an hour for a table with a maximum of 6 customers per table.

Place
Quick research showed that there was no similar business in the area of London, Ontario. So Beyond the Bean will be located along or near the Richmond Row area of London. Promotion
We want to promote in 3 different ways. First of all, we want to use Facebook to create free word-of-mouth publicity. When users visit the page and click “like” a link will be added to the user’s activity page, so the user’s friends will see that they have “liked” the Beyond the Bean page. This way loads of people will see the Beyond the Bean page on their news page. We also want to have our own web page, we will be designing it ourselves to keep costs low. It will have all the information the potential customer needs to find us and background information about us. We also want to use different newspapers to raise awareness about the business. Western University’s student paper and Fanshawe College’s student paper are two free papers that we can promote the cafe with. This a good way to promote the cafe because we directly reach our potential customers. It will have a clear and fun text so people will know what we do and where to find us.

Budget

Beyond the Bean has a startup capital of $60,000. The company has decided that they want to be able to break-even at the ending of the 2nd year. Beyond the bean has made a report of what the company expects within 3 years time. Our costs are divided over fixed costs, wages, and promotion. The revenue is based on the consumption of the customers and the fee of renting a table to play a board game. Beyond the Bean based their expectation on that, every customer will pay a minimum of $8. The customers will spend$4 dollars on drinks/snacks and an average playtime of 2 hours on the table with 4 players adding up to $4 fee for renting the table. The cost of placing an advertisement in the Western Gazette for a half-page costs $963,20 plus $180,00 extra to add color. The cost of placing an advertisement in the Fanshawe Interrobang for a full page is $625,00 plus $80,00 to add color. Beyond the Bean is going to advertise the first 3 months and after that, the company decided to advertise every other month. Advertisement

Monthly costs (with color)

• Western Gazette
  $963,20+180=$1,143.20
• Fanshawe Interrobang
  $625+80= $705
• Total promotion per month
  $1,143.20+$705= $1,848.20

Promotion cost

• Year 1 $1,848.20 * 8 = $14,785.60
• Year 2 $1,848.20 *5 = $9,241
• Year 3 $1,848.20*5 = $9,241
• Total promotion cost $33,267.60

Total cost
This is a table which shows the rest of the costs that will be made in the coming 3 years. Wages
Beyond the Bean is planning on hiring its first employee after 3 months of opening. The employee will earn as the country requires $9,60 an hour. The company is going to hire a worker for 72 hours per month. In the second year, we are going to hire a second employee for 72 hours per month. But because our first employee ages Beyond the Bean pays the employee $1 extra per hour. This also counts for the third year. The fixed costs made in the company are $6,500 a month.

Return on investment
Beyond the Bean has set up a goal to break-even in the first 2 years. Meaning that the company has to be able to cover its daily costs and paying back the $60,000 invested in the company. Beyond the Bean wants to pay back $30,000 in the first year and then again $30,000 in the second year.

Year 1

$9,60 *72 = $691,20 =$691,20 * 9 = $6,220.80 $6,220.80

Year 2

Employee 1 $10,60 * 72 = $763,20 $763,20 * 12 = $9,158.40

Employee 2 $9,60 *72 = $691,20 $691,20 * 12 = $8,294.40

Total Year 2 $17,452.80

Year 3

• Employee 1
  $11,60*72 = $835,20
  $835,20 * 12 = $10,022.40
• Employee 2
  $10,60 * 72 = $763,20
  $763,20 * 12 = $9,158.40
• Total year 3 $19,180.80
• Total wages for 3 years$42.854,40
• Fixed costs
  $6,500
  $6,500 * 12 = $78,000
• Fixed costs for 3 years $78,000 * 3 = $234,00
• Return on investment
• Year 1 $30,000
• Year 2 $30,000
• Total return on investment $60,000

Turnover
This shows the turnover needed to be made for the company to achieve its goals. The customers per day are a average that Beyond the Bean is expecting. After 3 months the company is expecting at least 47 customers a day due to the promotion for 3 full months in the school newspapers and through facebook and Beyond the Beans own website. so that the company can
pay off the first $30,000 that it used to start up. The second year Beyond the Bean is expecting the same amount of customers a day and in the third year the partners expect a small growth again in customers. See appendices for profit/loss statement.

Reference

1. Bernstein, G. A., Carroll, M. E., Thuras, P. D., Cosgrove, K. P., & Roth, M. E. (2002).
2. Caffeine dependence in teenagers. SciVerse ScienceDirect Journals, The second paragraph (method) they explain about the target group. Norvilitis, J. M., & MacLean, M. G. (2010).
3. The role of parents in college students’ financial behaviors and attitudes. SciVerse ScienceDirect Journals, The first paragraphs.
4. http://www.collegedegrees.com/blog/2008/09/23/12-board-games-to-increase-your-intelligence/.
5. http://en.wikipedia.org/wiki/Minimum_wage_in_Canada.

Another disadvantage is that fast-food is still considered unhealthy in consumers’ perception and therefore there are quite a lot of people who are not willing to purchase fast-food products. However, there also exist a number of internal and external factors that Lotteries can take advantage of. Firstly, as the economy is developing, peoples’ income is also rising and therefore they are willing to spend or more on food and beverage, especially those which are up to their standard of hygiene and safety.

Secondly, young Vietnamese generation are experiencing a strong influence of Korean lifestyle, which reveal an opportunity for Lotteries to be more preferable as it also carries some value of Korean culture. Moreover, Lotteries’ menu contain similar flavor to the taste of Vietnamese customers, which cause the easy adaptability of customers to the food, not to mention a wide range of choices in their menu.

In this marketing plan, all of the influential factors as well as different consumer segments are going to be analyzed in order to find the most suitable strategies to utilize the opportunities as well as to overcome the obstacles of Lotteries on its way of achieving the objectives in consumers’ attitudes and behaviors. In addition, 2 new types of buns will be introduced, which are Veggie Rice Bun and Whole Wheat Bun, in order to offer a healthier option for customers. There will be a promotion plan for these new products with different strategies in pricing, placement and sales promotion in order to make it more appealing and widely known.

Finally, this plan will propose some strategies in employee training and online ordering service to help Lotteries expand further to the market as well as to maintain relationships with the existing customers. There are also some adjustments to the current marketing plan of Lotteries suggested in order to exploit the opportunities of the company more effectively in the market. Lotto Co. Was originally established in June 1948 in Japan with the aim to provide an internationalization and diversification products and services to customers (Lotto Co. Ltd. 2012). In 1967, Lotto Co.

Ltd. Expanded their market to Korea, established Lotto Group to offer a modernized food industry and a high-standard lifestyle to their customers (Lotto Group 2012). Nowadays, Lotto has grown into a global company with offices in more than 50 countries worldwide, various sectors and approximately 4,700 employees (Lotto Co. Ltd. 2012). Food and Beverage is still the forte of Lotto Group ND has a stable development in the global market especially Japan, China, Russia and Vietnam. In 2011, Lotto had earned 522. 0 billion in total (Lotto Co. Ltd. 2012). Lotto entered Vietnam market with their forte – food and beverage.

However, it is not establishment of the first Lotto Mart in Ho Chi Mini City. In Vietnam, with KEF, Lotteries is the main player in fast-food franchising business (Thou Tree 2012). Lotto’s mission is to create high – quality services and products contributing to an abundant life for their customers through creativity exploration and challenge confrontation.

Product description

According to Lotteries 2012, Lotteries is the leader in the Korean fast-food industry with 550 billion won sales in 2009. Firstly appeared in Vietnam in 1998, yet Lotteries is not popular till the entrance of bulldog burger in 2004 (Lotteries 2012).

According to Thou Tree 2012, Lotteries is the owners of more than 120 shops across the country, aiming to open 140 stores by the end of 2012. Entering Vietnam market, as the similarity in dining culture as well as Asian taste, Lotteries Vietnam quickly attracts the taste of Vietnamese by the outstanding flavor of modern Korean fast-food. With the stable development and market share in Vietnam, Lotteries aims to become the 1st choice brand in the near future (Lotteries 2012). With strong growth of economy, consumers now prefer the convenient and affordable food as their first option in their hectic daily lifestyle.

Realizing this rising demand, many fast-food franchises have entered the young Vietnamese market with the hope to offer consumers with more alternatives to their dining options. They provide products for consumers with suitable prizes and high availability. The two biggest fast-food franchises in Vietnam today are KEF and Lotteries, with the total of more than 250 stores across the country (Thou Tree News 2012) With many diverse fast-food products, the main focus of Lotteries when entering Vietnam is still hamburger, the forte of the franchise.

However, due to the recent entrance of Burger King – a well-known brand for hamburger, Lotteries has decided to create a marketing campaign to promote and sustain the position of Lotteries in the marketplace.

Marketing Environments

There are several components that have direct or indirect impacts on marketing’s management of Lotteries; they help the company to build and maintain its strong legislations with the target customers. To illustrate, micro environment and macro environment make up the marketing environment. Micro-environment

The Company

According to Lotto (2012), Lotteries was part of expansion of Lotto Group. Moreover, in Vietnam, since Lotteries debuted in 1998, there are now 117 branches operating throughout the country and nearly 50 branches in Ho Chi Mini city (Lotto 2012). Lotto Group is a strong corporation with the aims of enhance consumers living standard, thus they have a strong based management and business strategies. The Lotto Group includes the top management, finance, R&D, purchase operation and accounting that can affect marketing.

For instance, the marketing budget can be controlled by the finance department; the production team can plan to create the suitable products and it leads to prevent potential customers turning to competitors products. Furthermore, because marketing department helps build and maintain strong relationship with its customer, Lotteries grows rapidly in the past few years.

Suppliers

Suppliers are an important factor to the company’s customer value system. The Vanilla), chicken and vegetables from farmers.

Moreover, controlling the partnership with them can help to bring the great quality of products as well as service. Rising supply cost can affect the marketing and the sales volume so the marketing managers need to monitor the price trends, also watch supply availability and build good long term relationship with them.

Publics Media

Public Promotions of Lotteries on the Internet, magazines and television. They generate and affect the public opinions and are a great channel to increase the awareness of the consumers. Internal Public: They are employees of Lotteries.

They ill get bonuses depending on their performances while working. They can be the opinion leaders among the general public and generate opinions about the working environment as well as product and service of Lotteries, which actually would bring strong reputation for Lotteries in the public. Therefore, Lotteries should provide good working environment. General Public: Feedbacks are always taken from the customers in order to know about the attitude of the public. Because the general publics’ attitude and behaviors toward product and activities may affects its reputation and sales.

Customers

One of the important goals of any marketing strategy is to identify and achieve the needs of the customer. Lotteries can ensure greater customer satisfaction by considering customer importance and by that, it increases the long-term goal of the business. If Lotteries cannot develop customer loyalty and satisfaction, they could lose the customers quickly to the strong competitors. Lotteries has a large group of customers, including: Customer Markets: Teenagers and young adults, who love fast- food services and the taste of Korea food, are the main target customers that Lotteries aims to.

They are the one who directly bring profits for the company by using our products and service; therefore, Lotteries should always cares about the demand of those customers and satisfy their needs with the best product and service. International Customers: Lotteries has more than 140 branches in the Southeast Asian nation so they have international customers in many countries. The large size of International markets shows the strong ability of market penetration of the company.

Competitors

Vietnam – a developing country with a young population is a promising market for fast food industry.

Today, people concentrate on saving their time to find place and eat good food. As the result, fast food market in Vietnam is highly competitive since numerous fast food chains have been developing in Vietnam in order to satisfy customers’ needs.

Direct Competitors

KEF is the biggest competitor of Lotteries in Vietnam. KEF has three main products: chicken meals, hamburgers and snacks. There are about 100 shops opening in big cities and KEF has been leading in fast food market today with more than 60% of market share in Vietnam branches. It can affect Lotteries on their share in the market.

Other direct competitors

Carl Jar’s, Burger King, Jollied. Especially Burger King, which has entered Vietnam market in 2012, would soon become strong competitor of Lotteries in term of selling burgers.

Indirect Competitors

Pizza Hut, Domino Pizza, King BBC, Subway and other restaurants. Vietnam market with the increasing addition, the market conditions in Vietnam are more favorable than before. As fast food chains are growing rapidly, Lotteries must provide greater customer values in order to adapt to the needs of target customers.

What skills do you believe manages should possess? A: Leadership, organizational and interaction skills, good communication. Planning Q: Why do you think Managers need to plan? A: You need to have agreed plans and goals; I?s how you measure yourselves and the business against planned targets Q: There are different kinds of Plans including, Mission statements, vision, marketing operational. What type of plans do you use in your business? A: In my division we use all of those, the company has our mission statement and vision, which we live but the operational plans are the day to day business for us.

Q: How often do you refer to each of the plans? A: It really depends on the plan and situation but I would say at least weekly. Q: Do you discuss the plans with you your teams and why? A: Yes we discuss these in all of our meetings at different levels. Staff, supervisor and management meetings. Q: How effective do you think these plans are? A: There is always room for improvement, but at this time they are good. They are achievable and relevant to the core business. Our plans have to be somewhat flexible due to the changing environment we work in. Q: What benefits do you think you get from each of those plans?

A: The team get a sense of achievement, moving forward, setting new goals. We achieve then move the goals forward. It’s great for the team to see the plan coming to fruition. Organizing Q: Why do you think businesses need to have organizational structures? A: Accountability and growth. Q: There are different kinds of Organizational structures in the workplace, Formal/informal, functional, and divisional and matrix. Which one or combination Of these is used in your business? A: would say Divisional due to the multiple sites. Q: What benefits do you think you get from those structures you use?

A: loud say time is the biggest benefit. When you find something that works well at one site you can adapt that to fit another site. With not having to come up with a complete new system then have time to focus on other issues. Q: Do you see any drawbacks to any of the structures you use? A: Having too many sites sometimes mean you spread yourself a little thin. That’s when you have to look at staff and co-leaders. Leadership Q: Why do you think leadership is important in business? A: Overall accountability, but part of that is ensuring that the whole team work together to achieve the desired outcome.

Q: There are several types of adhering, Autocratic, Democratic Laissez-fairer, situational etc. Which of these do you use in your organization? A: Democratic for me, having said that there are occasions when time constants mean a directive needs to be the way to move forward quickly. Q:How would you describe your leadership style? A: Adaptable depending on the climate at the time and proactive. Q: What benefits do you think you get from this style? A: Success, great time management and good interactions with staff. This means we meet timeliness. Q:DO you see any drawbacks to this style?

A: Sometimes if you don’t stay focused on delivery, things can get interpreted Rooney. You really have to make sure you invest time on learning so everyone understands their part in the overall plan. Control Q: What does controlling mean for you? A: Guidelines are put in place sows have a structured approach. Q: What control systems are used in your business? A: Mainly Kepi’s (Key Performance Indicators) Q: Why are controlling systems important in your business? A: So we can achieve and show that we have achieved. Q: What control functions that you use monitor your planning functions?

A: The Kepi’s are what shows how we are progressing against our plan and working towards our targets. With no Kepi’s where are we really. 1 . The Planning Function of Management 1. 1 . A There are a variety of reasons that managers plan although to me the first reason would be to set the direction and priorities of the company or sector of the company. You want to ensure that everyone in the team is working towards a similar goal and understands what that goal is. 1 . 2. A Vision Statement: Describes what a company would like to achieve, their aspirations to be the leader or best at what they do.

Mission Statement: This is really the overall aim of the company, it tells prospective customers who the company are and what they stand for. Strategic plans: these are the long term plans the company has to grow. The overall direction it wants to take to achieve its desired goals. Marketing plans: This is the companies plan outlining how they plan to achieve the strategic goal they set. Here they need to look at what they deliver how well and what gives them the competitive edge over others out there. How they show that information to prospective clients. Contingency plan: This is the ‘what if plan.

As we all know “If anything can go wrong, it will. ” Murphy’s law With that in mind we need to put plans in place for possible events that were to originally planned for (the contingency plan). Operational plans: This is a short term plan often set at a lower level in the company to ensure the team or section of the company have a clear understanding of what they need to do in the short term to ensure the company as a whole is achieving its higher level plans. 1 . 2. B The company I studied has a variety of plans, they have a vision (what they want to be), Mission (Why they exist), Values(what is important to them).

They also have a strategic plan looking at the goals of increasing contracts and turnover by a percentage each year for the next five years. They have a marketing plan, for how they plan to sell the business to prospective clients. All these plans are driven from their National Office. Then there is the operational planning side of things, this is how they plan their work week to week to ensure they carry out the work the client wants within the timeshare set. 1. 3. From what observed I think overall the company studied has some good plans at each level.

My study was more focused on the operational plans and at interview and at first look it appears that the plans are sound and have some clear expectations of how things would be done in order to achieve the goals. Looking closer showed that there were some things that could possibly be done to make it more effective 1 . 3. B I was able to see the operational plans and how these were looked at from week to week. They have various focuses form current week to next and then longer focus into months ahead. I was shown the targets for completions of set work and the actual percentages achieved week on week against the plans.

They have set themselves some high goals for the year and are close to achieving. I did notice from discussions that where they appear to fail is due to not cooking at the contingency side of things fully. A lot of the day to day jobs are dependent on weather or plant access and often there is no plan for what they will do if they cannot do that. This means that the overall focus then becomes more reactive than proactive. 2. The Organizing Function of Management 2. 1 . A Businesses need to have organizational structures in order to allow them to function effectively.

This is because the structure defines the roles and tasks undertaken by staff. “An idea can only become a reality once it is broken down into organized, actionable elements. ” Scott Belles 2. 2. The main kinds Of organizational structures are: Formal: Generally roles and responsibilities are set out in writing and staff generally don’t venture outside their job description. Informal: Is how people work together in practice, day to day interactions. This structure generally develops alongside a formal structure. Divisional: Is where an organization is split into a number of separate units.

These can be grouped according to product, market, geographical location or a mix of these. Each division is self-managed. Functional: Is where staff are grouped according to the function or role they perform Matrix: Is where staff are grouped by both function and product, often this structure is used for project work. 2. B The company I studied had a combination Of the Structures discussed. The company as a whole have a formal structure with an organizational chart to show the positions, with each position having a formal job description.

But alongside that the staff have developed good communication and day to day talking to ensure the jobs are completed which is really the informal addition. The company has certainly got a divisional side to mainly based on location, and there is somewhat of a functional split at the location I looked at where hey have a roofing team with team leader, a handyman team with team leader, an industrial cleaning team with team leader and a commercial cleaning team with team leader. 2. 3. A The impression I was left with is that the mix of organizational structures works very well in this company.

There appear to be a good balance between the formal and informal. The functional structure impressed me in that each of the individual teams had a clear understanding of their roles and took pride in achieving and meeting their targets. 2. 3. B During my visit I was able to see the organizational chart and some of the position descriptions. Away the team members within the office and how they interacted with the team leaders to get tasks achieved. 3. The Leadership Function of Management 3. 1 . A Leadership is important because without it a business will fail to function to its full potential. Leadership is the capacity to transform vision into reality. ” Warren G. Bennie 3. 2. A To me the business I studied relies heavily on the democratic style of leadership, with a little delegating added to the mix. Democratic: There were a lot of notes from meetings with the manager and her supervisors and team leaders, where you could see issues discussed and he thoughts of the team with the decision made and agreed as the way to move forward. I noted from the tone used by the manager at interview and the dealings I saw with staff that she asked for their thoughts and input to assist in the decision making process.

Delegating: I could often see actions for tasks or monitoring being assigned to the supervisor and team leaders. 3. 2. B Compared to the democratic style the autocratic does not look for a collaborative approach. Generally it is a more solely directive or authoritarian approach. Whereas the democratic style assists staff in feeling that they are a ajar part of the process and engaging them the autocratic would not be the way to get the best from a team. The team with the autocratic leader often feel less loyal, have less commitment and in the end, less satisfaction from the job as those with a democratic leader.

Having said this a few of the staff I came across liked the go to work and be told what to do and how, although it was a minority. Although not ideal in my view there are occasions where autocratic works, this is usually in situations where an emergency has occurred and a decision needs to be made sooner rather than waiting to see if a consensus can be reached. . 3. A I believe that the leadership in the business I studied was adequate. There seemed to be systems in place and all those I spoke to or observed seemed to be aware of their part in achieving.

E-smattered is not a common website to plan holidays. Here you will find all the tools and guides to create a perfect holiday based on the customer’s necessities. Needless to said, there are hundreds of agencies that help people to find all these characteristics on a holiday. However, there is not an intelligent website that can find all the necessities visiting Just one website. People need to go trough Google with online accommodations, searching transport and researching about the place to find the best activities during that time.

Nowadays, people are too busy to have a detailed plan and sometimes they miss their best attractions or they took the wrong accommodation regarding personal expectations. For that reasons, is the idea to have this intelligent website E-Smattered. Apart from that the tourism rate of Australian residents traveling for short term has increased 5. 2% more then in October 2011. At the beginning the website would present a form to ask relevant information about your trip and personal preferences. It will include age, hobbies, travelers partner, budget and location.

Having all these information, the website will make the search n the web based on Artificial Intelligence (Data mining). And give a final presentation of an ideal personal holiday. Overview and Problem Definition. Generally speaking, people tent to expend the minimal time planning their leisure activities. It is because people have a workaholic behavior. As a result, they cannot plan their holidays with all their expectations. Apart from that, people needs to expend a big quantity of time on the internet looking in different websites to find all the necessaries characteristics of a holiday.

Project Objectives and Benefits he minimal effort to goal it. The major benefit is make the perfect travel plasticization out of the house and all in Just one website. Product Definition The principal deliverables of the product are: A friendly design, where the costumer can identify the web page purpose. A website that can be visible in all browsers and mobile devices. A sign up Form, where De customer can choose their preferences and set their personal details. A travel function, where the customer can set all the details about their holidays.

Shows the holiday plan result and give the option to send it by email. Have an option to impasses, where they can offer their services and publicity. Strategic Fit This project has the final propose to delivery a service to the public, which is going in the same line of the company. The company has a primary line developing software to the public in order to simplify the day to day tasks of the customers. For that reason the strategic plan is going in the same direction as we are holding at the moment.

Risk Analysis and Action Plan One fail into the marketing plan could be the introduction of the product on the web market. In consequence, people cannot have the idea of the existence of this service. After people get know the service, the website need to promote their continue use. In order to do not vanish the product idea during the line time. Another important point, are the sponsors on the website. If there are not enough sponsors that want to publish their services in our website, it can be the total profits of the company.

MARKET ANALYSIS E-Smarter will use different ways to address the marketing strategy. The first effort will be around all the internet resources (e-mail, faceable, twitter). Apart from that, the company will rewards the loyal users giving them the best promotions. The market strategic with the companies will be a bit different. We will show them an statistic report about the number of customers that Join our service and how many of them have been reached their services through E-Smarter.

Multi-platform Market Definition and Segmentation It is important to implement a demographic segmentation basis of age and gender and family size. In this way the target can be defined easily to reach the company objectives. Market Dynamics and Trends At the moment there are different websites that provide holiday services as travel tickets, accommodations, activities. But there is not a website in the market that have all services in one website that provide an intelligent personal advice according to each person. Target Customers and Users User Description Our target users would be all people between 18 and 60 years old.

It is because there is an active group of people that can travel around and has at least a bank account or a credit card to make an online purchase. Customer Description Into the customers definitions we have a range of companies that can be interested on publish their services in our website. They will be the responsible of the main refit to the company and can give reliability to the users. Key User (Product) Requirements A suitable holidays plan according to their details already fill it on the E-smarter website. Obtain good bargains on flight tickets, accommodations and activities.

Have a reliable information of the companies that provide the services. Intelligent search on the best activities to do in the holiday area. Key Customer (Buying) Requirements: Have a valid domain with the company’s name registered. Provide a fast service in all the searches and the website interaction. Obtained prices ND availabilities in real time. Product Description Overview of Product An innovate website that will provide a customize intelligent search on all the important points that involve going on Holidays Just in one website.

Key Features with Requirement Mapping Have an according Server to host the website to provide a fast service. Register people on the website and save their personal details. Search in real time information regarding to transport, accommodation and activities. The user can select the best option showed to them and go directly to their websites to book the service. Saved the options selected and make a tour plan to send it to the user, and give the option to plan it day by day.

Product Positioning Product Positioning Statement E-Smarter will promote itself as an unique website that provide personal intelligence search for planning holidays, and it will be at any cost for the users. However, the companies will be charged for every book that the user make on their services and it will have an extra cost if they want to positioning their service in the top 5 list. The correct position will be based on the product class and attributes, because as we issued above this product will be unique in the market.

Overweight and obesity become global problems nowadays. Pharmaceutical companies try to find the solutions to these problems by creating weight-loss drugs. These are the pills, which have to be taken regularly for a period of time. They serve as an additional aid to the weight-loss program of a person. It is best to combine them with healthy diet and regular exercising.

 A Cambridge Science Pharmaceuticals (SSP) is a global pharmaceutical company based in Cambridge, US. In 2007, it had a remarkable sales record of $25 billion. Currently, it is ready to launch a very promising drug in the weight-loss field, which will greatly impact the company’s future. With correct positioning, it has all the chances of becoming a new market leader and a holder of the monopoly on the market.

Competitor Analysis

The weight-loss drug market is new to business society and it is still developing; however, it is highly competitive. Currently, the ETC product monopoly is held by a Metabolic Marketing Plan BY Mikhail Metabolic: Communications Plan By Mikhail Casanova tee competitive products All, Connivance and Phaedra.

The advantages to the Metabolic product on its competitors are crucial. Metabolic is the first weight-loss rug, which is potentially approved by the FDA in all the aspects – it is the safest weight-loss drug on the market. It means, that it does not have so many side effects, as the competitor’s products do. For example, there have been many cases of heart- death, caused by the regular usage of the Phaedra product, and a lot of liver damages cause by Xenia. Out of all these drugs, All is the only one, which got approved by the FDA; so, one can say that it is the number one competitor for the Metabolic product on the market.

Even though it got approved, it is much less safe to ensure than Metabolic product. All causes a lot of side effects as the loose stools, abdominal pain, and increased defecation incontinence, when a person consumes it with too much fat. Another advantage of Metabolic is the program itself. It is longer and better balanced than the Allis’s one. Unlike its competitors, it offers an individual exercise plan and a personal support component. The price tag of $3 – $5 for Metabolic can be considered relatively inexpensive to the competitors’ products and with all the benefits it gives.

It is also much easier to use than the competitors’ rodents (1 pill a day versus 1 pill per meal). The duration of the effect of the Metabolic pill is also better than the one of the competitors’ products. The main difference of the Metabolic product from all its potential competitors is its vision and philosophy. It focuses on the improvement of the product from the health perspective, making it safer to use for its consumers with the least amount of side effects, while the other companies try to strengthen the effects of their product, so, that the results will be noticed earlier. This is very important, because the customers f the weight-loss products do not want Just to lose the weight, but become healthy in all of the aspects.

Consumer Analysis

Since the Metabolic is a weight-loss drug, and it is already known that its target costumers have a Body Mass Index varying from 25 to 30 units, it is easy to determine and choose the segments of the potential consumers. Mostly, these are the average people, who are very concerned about the overweight and obesity issue. They may suffer from the exceed of weight and they are highly motivated in fighting with it.

They attend the gym regularly, exercise a lot, and struggle with healthy diets; forever, this is still not enough for them to lose the exceeding weight. Metabolic is not a solution, but a great aid in fighting with their problem. Some overweight people do not care about or even do not notice their problem, so, Metabolic do not see them as the primary costumers. The gender of the potential customers is most of the cases feminine. As studies show, women tend to care and put much more attention into their physical appearance, than men do.

In addition, studies say that 75 % of overweight women are not happy with their weight and 60 % tried to fight with their exceed of weight with different methods but failed. The age of the potential Metabolic consumers is also easy to determine. It is known, that most of the people become more and more concerned with their weight when they are getting older and older. When a person reaches his physical size and stops growing, his body changes – the calories gained per day do not go into the gar u eat .

These tats are very hard to fight, and even the exceeding exercising at this age is not a solution. The fat usually becomes a problem at the age of 25-35. The Metabolic drug is averagely ricer; however, not everybody can afford it. It is never given out for free, since, the overweight is not considered an illness. The consumer has to have salary of funds, which can cover the full Metabolic diet program. He also has to have an access to the gym and can afford to buy healthy products. The estimated income of the Metabolic consumer is $40’000+ a year, so, this is a middle-class person.

Also, the studies show, that the single people tend to care more about their physical appearance, than the married / in relationship ones, especially, the women. The relationship status of the Metabolic customer can be identified as single / actively searching. Also, there are the sub-segments of the customers on the market – Metabolic consumers can be divided in two kinds: some want to use the product to look good, others, who want to be healthier. The first type of the customers are usually younger (25+), the second type are older (35+).

The first sub-segment is considered as the priority for the Metabolic product. This is explained by the philosophy of the drug: it is made for the people, who want to be healthy and not Just slim. SSP puts a lot of effort in making Metabolic a safe product to use on the first place. As a conclusion, the target costumer of the Metabolic product is usually an overweight woman (IBM 25-30), aged 25+, with the yearly income of $40’000+ (middle class). She usually has a college education. Her self-esteem is low and she is either worried that she does not look good or she wants to become healthier.

She is a workingwoman or a housewife, usually single. She attends the gym regularly and stays on a strict healthy diet. She is very motivated and willing to fight with her problem via any means. Product Analysis Metabolic is a prescription weight-loss drug developed by SSP. It is consumed in the form of pills one time a day. It costs $3 – $5 a day. The average duration of the Metabolic treatment program is 12 weeks. The cost of the program varies from $252 to $420. The drug is prescribed to the overweight people with the IBM of 25 to 30, and is not as effective on the consumers with higher IBM.

To achieve the maximum effectiveness of the drug, the individual diet and the exercise program have to be developed and followed during the usage of the Metabolic. As any other weight-loss rug, Metabolic has some side effects. They are similar to the ones of All (gastrointestinal discomfort) but much less noticeable. They may appear if a person combines the consumption of the Metabolic drug with a lot of fatty foods. At this stage, it awaits the final approval of the FDA, and will be launched, as soon, as it gets the approval.

SOOT- Analysts Strength The obvious strength to the Metabolic product is the size to the market. Currently, most of the US adult population is considered overweight or obese and many of them are willing to lose wait via any means, weight-loss drugs are in great demand. Metabolic is also one of the least harmful weight-loss drugs, which are presented on the market and can be considered as sustainable. It is one of the first weight-loss drugs, which has the approval of the FDA for the overweight people. Its side effects are less severe than the ones of the competitors’ products.

The program duration is very well balanced and easy to follow, as well as the pills are easy to consume. Weaknesses Despite the fact that Metabolic is one of the least harmful weight-loss drugs on the marketplace, it still has some side effects if it is consumed with fatty foods. The price tag of $3-$5 is also relatively high to some segments. Even if the person has an income of $3’330 a month ($40’000 a year excluding the tax) and will use Metabolic everyday ($5 a day), he will spend about 5 % of his income on the weight-loss (not taking into consideration the cost of gym and healthy food).

Another weakness of the Metabolic product is the limited IBM range of its customers. It is effective in weight- loss only if the IBM of the consumer is between 25-30. Opportunities The FDA approval logo can be used on the Metabolic products in marketing purposes o emphasize its safety and the advantages on the competitors, which did not get the approval. Metabolic has to be positioned as the safest weight-loss drug on the market. Studies show that the Metabolic customers lose weight significantly by the end of the 12-week program and can maintain their shape for three years with proper diet and exercise.

It is not a bad idea to create a promotion: If you do not lose the minimal weight within the 12-week program, you will get your money back. This may create the advantage on the competitors and create a very positive trustful mage for the Metabolic product. Threats The weight-loss market is highly competitive, so, the Metabolic has to position itself very carefully and properly, otherwise, it will fail. If for some reason the Metabolic will not get the final approval of the FDA, the whole concept of the safe weight-loss drug will fail.

PESTLE

Analysts Political

The political situation in the world is positive for the launch of the Metabolic drug. More and more global companies try to be more sustainable every year. Meatball’s concept of the safe sustainable drug approved by the FDA for the weight-loss has a ere positive image, since, the obesity has became a worldwide-recognized problem. Many modern governments put a lot of emphasis on fighting with this problem for the healthier nation. Especially, in the US, where obesity became a global issue, the government greatly supports and approves all the companies, which help in tasting with it.

Economical

The drug manufacturing has been good for any economy most of the time. Most of the drug manufacturers work in close relationship with the government. It is a known fact that many medical companies, which work in the same industry, usually work in raters and set the unrealistic prices for the drugs with much lower net costs (production costs). Part of the profits goes into the government and the country’s economy. The global drug manufacturers also provide many Jobs to the people. This benefits the economy greatly.

Social

The demographics show that most of the US population is overweight. Many of them see themselves as the social outsiders. Here, one can link the Metabolic product to the Mascots hierarchy of needs – the need for belongingness. By their nature, humans want to belong and fit in. Nobody likes to be picked out, since, the overweight and obesity do not match the socially accepted physical beauty standards. Many claim, that with time, the overweight person will be considered as “normal” like it was during the renaissance; however, with the media pressure, fashion, and Hollywood beauty perception, it is not likely to happen in the nearest future.

Technological

The technology nowadays allows the production and development of all the kinds of medicament’s. The science will help in the future development of the Metabolic product. Technology will also play a crucial role in advertising and distributing the reduce, when it is launched. Environmental The environmental situation in the world is very good for the launch of the Metabolic product. The sustainable and healthy environment trend is very popular nowadays for people. The Meatball’s philosophy of the importance of healthy diets and exercising is closely tied with the sustainability trend.

Legal

The legal issue is very important for launching any medicine product. It has to match all the needed requirements and regulations, which are set by the government and Drug Administration. It needs to prove that it is not harmful or dangerous in any way. The Metabolic product matches all the legal requirements for the weight-loss drug. It is known that it does not include any chemically harmful or forbidden components. One of the key concepts of the Metabolic drug is the safety of usage. Like no other weight-loss drug, it focuses and emphasizes the importance on the FDA approval, which means, it matches all the necessary and unnecessary legal regulations.

Promotional

The objectives for the Metabolic product development can be developed into two kinds: short-term and long-term. Below is the list of the corporate, marketing and ammunitions objectives. Short term:  Receiving the final approval of the FDA for the Metabolic product launch before the January 1st, 2009.  Designing the packaging for the Metabolic product in four variations: 7 pills, 14 pills, 42 pills, and 84 pills per pack. Installing the selling price of $4. 00 per one pill for the official distributors ($28, $56, $168, $336 per package depending on the amount).  Creating the viable online-support weapon for the users of the product before the January 1st 2009. The access password for the web site will be included in each package. It is individual, and lasts for 24 months. Providing all the major US pharmacies with the Metabolic drug at the time of the product launch. Developing all the marketing campaigns and mass media advertisements (Internet, TV, Magazines, newspapers, street, public places ads, etc. For the Metabolic drug before January 1st 2009. Creating the advertisement campaign, which will attract at least 200’000 consumers, who will follow the full Metabolic therapy course for the 1st year.Have at least 5 TV commercials per day on the leading channels of the National Television. Each one lasts 30-60 seconds. They have to be on air during the first 24 weeks after the launch of Metabolic. osting the Metabolic advertisements in at least 1’000 of the major fitness clubs (chains like 24 Hour Fitness) before January 1st 2009.

Purchasing the rights for the viral (Internet) advertisements in social networks (Backbone click-ads), mailing systems, search engines (immediate Google ads, when search is tied to weight-loss), and fitness / health web pages.  Making a Backbone group for the Metabolic product with at least three million followers by the end of the marketing campaign. Launch a “see the effect” advertisement campaign after the first 12 weeks from the launch of Metabolic, which will demonstrate the first results and educate people about the advantages of Metabolic.

Launching “get your money back” campaign after the launch of the Metabolic product to give the serious statement to the public. 14. Having Metabolic sponsoring at least 10 public health / sport / charity / sustainability events per year, after the launch of the product. Long-term:  Having Metabolic ads in at least 100’000 fitness clubs around the world in the leading fitness-chains after 5 years from the launch of the product. .Having Metabolic sponsoring at least 50 public health / sport / charity / sustainability events per year, after 3 years from the launch of the product. Reducing the production cost of Metabolic in a period of 4 years. Distributing the Metabolic product in the leading global pharmacies around the world after 2 years from the launch of the product. Developing the Metabolic drug to reduce the side effects to a minimum and make it more efficient for the consumers with the IBM 30-35 in the period of 5 years after the launch of the product. Becoming an absolute market leader in he weight-loss market niche ( O) Witt the market snare to 7 period of 5 years after the launch of the product.  Expanding the consumer segmentation range of the Metabolic after the 1st year of sales by implementing the long-term communications strategy.

Marketing Communications Strategy

The purpose of the Metabolic communications plan is to develop the viable strategy of positioning and marketing the product correctly to achieve the Caps objectives. To attract the customers from the targeted segments, Metabolic has to inform them why it is the product to choose and prove that it matches all their needs. It has to demonstrate its benefits and the competitive advantage to its potential users.

As the targeted segment is divided into two sub-segments, Meatball’s communication strategy has to relate to both kinds. This can be achieved by creating a short and long-terms communications strategies. The short-term strategy will target the prior segment of consumers, who want to be healthier; while the long-term strategy will target all the other overweight people, who mostly want to lose some pounds to look better. For the primary short-term strategy, Metabolic has to position itself as the safest eight-loss product on the market, and prove it, by making a strong campaign, which will emphasize all its advantages.

This will establish the long-life demand for the Metabolic drug. It is very important for the SSP to cooperate with the local health care providers to develop the weight-loss programs and achieve the best possible results. The SSP shall also develop their product in a close relationship with the interested customers, according to the “Pull” strategy. There are very few weight-loss products, which deliver the same effect as Metabolic – loosing weight, by taking pills, tit no harm to the humans health.

So, there is a potentially high demand for this kind of products on the market. The production (supply) of the Metabolic pills should be closely tied with the elasticity of Demand, keeping the prices relatively high. There has to be no excess of supply of the pills produced. In this system, SSP will work very closely with its main consumers, understanding their needs and solving their problems. There will be a lot of BBC and CAB communication at this stage. This strategy is rather difficult to implement; however, it is the only one, which will ropey work in the chosen segment.

Pull strategy is also very effective, when the product is launched for the first time. It helps to focus and capture the main customers first – only after this goal is achieved, SSP can move on to implementing a much more global strategy to cover the needs of all the other consumers. If SSP will achieve its first-year objectives, it will focus on making their product available for all the overweight people, who want to lose weight for different reasons. This is a much trickier task to complete, since; Metabolic has a lot of competitors in he regular weight-loss drug market.

The demand for another weight-loss manufacturer is relatively small. These costumers are not as aware of health issue as the first type. Meatball’s goal in this situation is to crate a global awareness campaign, which will demonstrate the importance to taking the state FDA approved drug, rather then the regular ones. This information has to be “pushed” towards the customers. The brand will be popular enough to change the advertising intensity (decrease it at some point), and focus on showing what differentiates Metabolic from its competitors.

SSP has to emphasize the severe side effects and serious harm to the health of a human, which are present in many products of many other weigh-loss drug manufacturers. To convince them, Metabolic has to change its strategy from “Pull” to “Push”. When Metabolic becomes a worldwide know product with its loyal customer segment – to reach new limits it has to go global. In this case, quantity of the produced drug and a very powerful marketing campaign matter. The SSP will be experienced and will already know what the market wants, so, there shall be much less or no CAB communications.

The production of the drug has to change and correlate with the long term forecast. At this stage, Metabolic will have enough funds, reputation and power to create the demand on their product without taking into consideration only the customers’ needs or desires. It is very important for the SSP to position Metabolic correctly when it is launched, and then, create the smooth transition from one marketing communications strategy to another.

The function of this discussion is to identify the product, price, place, and promotion strategies of the McDonald’s Corporation. As a business owner with 20 years of experience, I offer these findings: the corporate strategy for McDonald’s product is a threefold approach using strategic flexibility, the pricing strategy is based on low price/high volume, the corporate strategy concerning place is push/pull, and the strategy for promotion focuses on saturation.

The prognosis for the future is that McDonald’s will continue to increase its annual revenue and stock prices over the ext five years. The purpose of this report is to show my working knowledge of the 4 As of marketing. Please evaluate this report and prepare for discussion on Wednesday. Product The corporate strategy for McDonald’s product is a threefold approach using strategic flexibility. The three components are permanent, temporary, and local product. Each “layer” of the product strategy fulfills a distinct purpose.

The main purpose of the permanent items is to ensure that there is always something familiar for consumers on the menu. The temporary products function as a development tragedy to give customers a new experience and to experiment with products that may become permanent As McDonald’s expands internationally, the local products have been created to meet consumer demands in particular markets .

The way that McDonald’s’ implements its business-level strategy is through product differentiation, such as the company’s response to criticism and the publics McDonald’s marketing plan By dastards increasing desire tort healthier items. They are continuing to develop healthy versions of popular menu items, such as the Egg White Delight McMullen, which succeeds in outing fat and calorie count.  On a functional level, products such as the Microbial Tagging, available across Morocco, serve to support the strategic flexibility of McDonald’s corporate strategy. “When you walk into a McDonald’s no matter where you are in the world the restaurant should connect to the local culture,” said company representative Leslie Rose. “So when you look at our menus… You’ll find food that reflects local taste preferences”

Price

The corporate pricing strategy for McDonald’s is based on low price/high volume. Effective pricing is a main component but the company also realizes the importance f value- people enjoy McDonald’s food which is a big part of repeat business. The best pricing in the world will not sell a product if the consumer does not perceive value in what they are purchasing. This strategy is implemented on the business level by the McDonald’s Value Menu. The items on the Value Menu often serve as “loss leaders” in order to sell other products which are profitable

On a functional level, prices are contingent on competitors, such as Wendy. Wend’s has started advertising its lower-priced items more aggressively this year and came out with a new value menu. This has resulted in expansion of the popular dollar menu and continued efforts to compete with the offerings from other chains, such as the creation of the McDonald’s dollar breakfast menu. A McDonald’s spokesman, Bill Whitman, said the menu isn’t aimed at repelling rivals, but several of McDonald’s test sites are the same markets where Wend’s is entering into the breakfast business

Place

The corporate strategy for McDonald’s concerning place is a push and pull strategy. The major focus is on push- that is, opening restaurants all over the U. S., both in cities and on highways as well as expanding internationally. This strategy has been so successful at discovery and exploitation of new business opportunities that model has become the norm for other franchise organizations. The business-level strategy can be seen in the expansion of McDonald’s across China. McDonald’s should open an outlet a day in China as it challenges Yum! Brand for dominance in Sais’s economy.

“We should be opening a restaurant every day in the next three to four years” in China, said Peter Iredell, company president for Asia. On a functional level, the company is also branching out to the internet. Americans will soon be able to order and pay from their mobile phones as McDonald’s is currently testing a mobile payment application McDonald’s is hoping to capitalize on this new market as they develop this technology to ignite growth at a time when many Americans are eating out less. McDonald’s vies to be successful by using a place strategy of adaptation and innovation, coming up with fresh products and services to address the needs of a diverse consumer market-?as shaped by demographic, economic and local factors around the world

Promotion Strategy

The corporate strategy for McDonald’s for promotions is summed up in one word: saturation. McDonald’s again utilizes a push strategy by using a variety of mediums for promotions: logos, billboards, mascots, packaging, and mass media. Read about 

McDonalds Ansoff Matrix.

Mascots are used to promote good will for the company and their appearance also cause an association Witt menu tottering in the mind to the customer. On a business level, the restaurants have begun promoting “healthy” menu items. This was likely sparked by the government requirements that restaurants such as McDonald’s make public the nutritional facts of their food

Turning this into a positive, they have added “healthy” items to the menu and emphasized them both in an effort to appeal to a new market segment.. This also downplays the less than positive nutritional facts of many of their traditional menu offerings On a functional level, this promotion strategy functions through the use of temporary menu items, such as the Mighty Wings, which will be available only during football season. This expands upon the partnership between the NFG and McDonald’s by using the NFG to promote the Mighty Wings.

The traditional McDonald’s customers eating habits may have hanged, but the menu has also changed to accommodate them. This is marketing that evolves in relation to the changing needs of loyal customers. This adaptability combined with using traditional print media, characters, and product placement, allows McDonald’s to implement its saturation promotion strategy. Threats One of the threats to McDonald’s growth in the future is the creation and growth of fast-food workers unions, which call for increases in benefits and minimum wage. If these demands are met, the company may have to reduce its staff to accommodate the larger wages

The Service Employees International Union in 2013 has helped establish a new union in at least six cities where the union and community advocacy groups have been organizing fast-food strikes. McDonald’s will also have to continue to implement strategies within product, price, place, and promotion in response to the challenges brought by its competitors in the fast-food market.

Opportunities

Opportunities for McDonald’s in the future include: the continued expansion of the company’s current product line, such as the Mighty Wings, to attract customers and the continued expansion of the popular dollar menu to compete with the offerings room other chains

Also, the expansion into new markets such as China and mobile applications should allow for continued growth. Responding to criticism and the publics increasing desire for healthier items by continuing to develop healthy versions of popular menu items, such the Egg White Delight McMullen. Another opportunity is the continuation of efforts to capitalize on promotions that have been successful for competitors, such as offering coupons to consumers to entice them to try new menu items. Prognosis The overall fiscal health of McDonald’s over the past 1 5 years has followed a fairly insistent trend with revenue continuing to rise each year. The exception was from 2008 to 2009, where overall revenue decreased by 1.

Percent

 From 2009 to 2012, revenue has again continued to increase each year. Stock prices from the NYSE have followed the same trend of increasing during this period, from 64. 75 in 2009 to 102. 22 in 2012. McDonald’s also occupies the status as the largest single major player in terms of market share among fast-food companies as outlined below. The overall trend that can be expected that using and expanding upon its product, price, place, and promotion strategies, McDonald’s will continue to increase its annual revenue and stock prices over the next five years.

Conclusion

McDonald’s will have to find a solution to the problem raised by fast-food workers unions and strikes, but this may not be detrimental to growth. The company says it has not felt an impact from the strikes. With the high turnover rates of this type of employee, many have concluded that these unions will not be successful. The three-fold approach of McDonald’s to product strategy ensures that there something milliamp, provides avenues for new experiences, and creates room for local products. The price strategy focus on low price/high volume emphasizes both effective pricing and perceived value.

A combination of adaptation and innovation, the push place strategy focuses on opening new franchises in the U. S. And abroad. By entering emerging markets and creating new technology, McDonald’s can continue to expand. McDonald’s saturation approach in its promotion strategy allows the company to remain both visible and able to respond to changing consumer tastes. McDonald’s continues to implement and expand upon its current corporate traceries then continued growth of revenue and market share can be expected. Please evaluate this report and prepare for a discussion on Wednesday.

The SWOT is a method under the situation analysis that examines the Strengths and Weaknesses of a company as well as the Opportunities and Threats within the market. The current strengths and weaknesses while looking for future opportunities ,the SWOT analysis looks at both current and future situations, where it analyze the current strengths and weaknesses while looking for future opportunities and threats. Strengths Weakness Almost 10,000 employees are working for the company.

The company is a respected employer that values its workforce. Corona has been presence since a long time ago, so it becomes a well known brand in the confectionery industry. The company provides chocolates with high quality as well as convenient price. The perception of the consumers regarding the product quality. Production cost is high Lack of promotional materials for Corona’s products. Opportunities Threats Increasing or creating product awareness. Improve relationship with external retailers. Acquisition of the most famous and well known brand names. Intense competition in the confectionery market. New competitors entering the market.

There is no brand loyalty in the chocolate market as the consumers shift frequently Marketing Plan: Introducing Rein Light Chocolate in the Egyptian Market By minimization to other brands. Micromanagement situation analysis: The Micromanagement includes some factors like customers, competitors, intermediaries, company and suppliers; the Micromanagement has immediate effect on the company’s abilities to operate effectively in the market. A-company The Alexandria confectionery & chocolate company Corona was established year 1919 by Tommy Sorest, to become the first Confectionery & Chocolate Company in the Egyptian market.

Corona was privatized in 2000, bought by Sonic group “Eng. Same Sad”, one of the leading private holdings that have diversity within the Egyptian Market & Beyond. Corona’s company plays in seven main factories with around 70 products under names of Corona and Needle like coca powder,chocolates,wafers,biscuits,candies(hard and soft),gums, Jelly and others. Corona’s growth on the Egyptian market is the result of a successful combination between the launch of Corona’s new product lines, distinguishing the brand as an innovator in term of product and recipes and its communication campaign, which includes an appealing visual identity.

Company is committed to provide high quality products and always seeks to apply global standards and specifications such as ‘SO. Follow-up to all ingredients of the products to be in accordance with the regulations agreed, for gaining high quality products and also to ensure delicious taste that our clients expects and deserves. Furthermore Corona attracts it’s customers by it’s Keenness in the discovery of new markets like, “the Middle East and North Africa” by participating in international and local fairs, this leads to great presence in the markets and generates opportunities or traders to learn more about our products.

The company continues keenness to participate in various exhibitions in both the domestic and international markets; exhibitions in international markets like “Corona on the sweets Middle East” which is the second international exhibition for the sweets and confectionery, bakery, snack food and ice and” Corona on the ISM FAIR” the ISM Fair is one of the biggest sweets and confectionery exhibitions in Europe.

Domestic events like “Corona on the food gate” which is the first BIB event of its kind in Egypt and is targeting international visitors worldwide and “Corona in super racket fair” supermarket Expo is the Middle East leading and best-known food retailing event. A-suppliers The company is not only dependent on customers, competitors and distributors; they are also influenced by their suppliers. Increases in supply costs can push up prices, making other alternatives more attractive. For example, increases in the price of cacao butter and cacao solids make chocolate more attractive.

Company need to monitor supply availability, such as shortage due to labor strikes or political factors, as these can cause customer dissatisfaction and lost sales. The company also needs to be sensitive to alternative input materials that can be substituted for those of existing suppliers if the latter’s price rise or availability diminished significantly. Presently, the internal suppliers of the company are “Away For Food Additives” which supplies the company with Starch, “White Refined Sugar “supplies Sugar, “United Economic Group (EGG)” supplies milk powder.

As far as the external supplies are concerned, they are “Distant Cacao Company: United States” supplying with Cocoa Nibs, Cocoa Butter ,Cocoa Powder , “Gaining Changed Commercial & Trade Co. Ltd” Supply with glucose syrup. C-Competitors As market research is used to find about markets, target market and their needs and also market research is to investigate our competitors and to examine their products, marketing techniques, price and location.

In our market research here we depend on secondary data for investigating our competitors, here are the sources we depend on for collecting our data: Marketing intelligence to examine competitor’s products and services, this can be done through: Looking for website of our competitor’s. Observing advertisements for their products in newspapers and magazines. Here is the main review for our competitors in the sugar free chocolate industry: I-WILBUR is one of the market leaders of the chocolate industry; Wilbur was founded by American enterprise.

Born at the height of the Industrial Revolution as a general confectionery in 1865, Wilbur founders chose to narrow their focus in 1884, to specialize in the production – and perfection – of chocolate alone. Wilbur produces a selection of chocolate substitutes that are sugar free, yet flavor rich. VIVA Orion”* chocolate flavored Carrying medium strength milk chocolaty flavor, this cocoa butter based coating is lender with creamy silkiness. Sweetened with maillot. Viscosity: 115 VIVA Pegasus”* dark chocolate flavored This cocoa butter based blend is semisweet in character, fudge-like in consistency, and full of rich, aromatic overtones.

Sweetened with maillot. Viscosity: 115 WHEW Galaxy”* white sugar tree confectionery nuggets Ivory colored nuggets that are ideal for coating or as inclusions in bakery applications. Sweetened with maillot. Viscosity: 100 Strengths of Wilbur chocolate that it provide chocolate’s workshop which is a 3-day, intimate, interactive and participatory seminar designed for those who are interested n starting their own confectionery business and by that it helps in enhancing the chocolate industry, and also high quality of the chocolate as it provide details of its recipes and this gives credibility for the company. – HERSHEY is the leading North American manufacturer of quality chocolate and non-chocolate confectionery and chocolate related grocery products. The company also is a leader in the gum and mint category. HERSHEY provide wide range of sugar free chocolate like sugar free peppermint patties, sugar free caramel filled chocolates, sugar free mildly sweet housecoats, sugar free peanut butter cup miniatures and sugar free chocolate and caramel filled assortment.

From strengths of Hershey chocolate is that they provide wide range of methods for marketing for their products by using innovative idea and one of its latest ideas in 2010, an interactive ,hands on attraction that immerses you in the candy bar creation process, this is first of its kind attraction gives you ability to select you favorite candy bar ingredients and develop your own package for candy bar, and also HERSHEY provide did range of sugar free chocolate with different flavors. Intermediaries The company is using the services of the distributors such as key accounts and retailers to supply end users with Rein Light chocolate. These channel intermediaries perform many valuable services, including breaking bulk and making products available to customers where and when they want them, intermediaries for distributing Rein Light, include key accounts and retailers like super markets, hyper markets, local convenience stores, cafés and pharmacies E-Customers Market research is used to find out about market, target market and their needs, monitors, market trends and customer satisfaction with the products and services.

Most market research involves theses steps: I-Denned the problem: the problem that many people like to eat chocolate but they are afraid from gaining weight as chocolate has high calories, and in our company Corona we try to solve this problem to make our customers interested by eating chocolate and this was implemented by developing new product which is Rein Light it’s a sugar free chocolate which has low calories for those who are making diet, watching their weight or even has disease like diabetics. : the research design: we will depend on is descriptive research, as it will seek to describe the uses of our product, the most important advantage of the descriptive research to identify needs of the market segment and how to meet their needs in a way better than competitors 3-latently data types and sources Secondary data that is previously collected internally from the firm like internal records for sales of Corona or externally from published data on magazines and newspapers and website for Corona itself as it has part for enquires.

Primary data which is data collected tort the first time in order to understand references, desires and needs for our product and by collecting primary data we would be able to measure the degree of acceptance of the customers to our product, to know more about market trends. 4-Design data collection forms and questionnaire Primary data was collected in form of questionnaire given to group of people to show their preferences and acceptance for our product and whether to successfully launch Rein Light chocolate in the Egyptian market. Determine sample plan We depend on simple random sample: randomly selected sample from a large population, giving all individuals in the sample an equal chance to be chosen and his will prevent bias, the questionnaire was given to group of respondents personally as we found that best contact method for our questionnaire would be personally 6-Analyze and interpret the data The questionnaire we made was important for the project to show us a right path towards the launching of our product Rein Light.

The results of questionnaire show that: Regarding the gender that eats the chocolate 50% male and 50% female. The group age which eat the chocolate 57% from 26-45 years and 43% from 17-25 years. In order to measure the degree of succeeding in launching the Rein Light will be assured by percentage of people who love Corona chocolate and we found from the survey that 50% of the sample we selected like Corona chocolate and 50% don’t like Corona chocolate, and that percentage was effective to indicate that we can launch the Rein Light sugar free chocolate from Corona.

To show to which extent people eat chocolate we found that 50% of the sample eat chocolate 2-3 times a week and 50% eat chocolate once a week, and that percentage shows that chocolate is a product which is consumed. In order to know reason behind eating sugar free chocolate, we found that 43% eat sugar free chocolate as they are making diet, 21% or its nutritional values, 21% for its low calories and 15% eat sugar free chocolate as its packaging was attractive for them.

To know what will attract customers to try the new Rein Light chocolate in the market, we found that 57% will be encouraged to try Rein Light chocolate as free sample taste, 21% for its low calories, 14% for promotional activities and 80% for the packaging of Rein Light. To show the effectiveness of the packaging for the product Rein Light, the survey show that 50% of the sample always emphasizes that packaging is important, 36% often see that canning is important and 14% seldom see that packaging is effective.

For attracting customers and to ensure that customer will be aware of our product, 42% of the sample answers that promotional materials is the best way for making customers aware tot the Rein Light ,22% sees that presence tot Rein Light chocolate at clinics tot nutrition will make customers aware of the product,7% of the sample selects that presence of Rein Light at gym will make customers aware of our new product and 29% believes that making events will be useful method for increasing awareness of people toward Rein Light.

To know the suitable place for the presence of Rein Light, we found that 92% of the sample sees that large super markers will be suitable place for selling Rein Light chocolate and 8% believes that gym will be appropriate for selling Rein Light. As overall conclusion behind the survey we discovered important points and this will be implemented in the market strategy for our product. This was outline of our questionnaire We are asking for your opinion on sugar free chocolate from Corona which is Rein Light, It will help us for our project in launching a new chocolate from Corona.

 Market segmentation is the first of three steps in developing marketing strategy it can be defined as grouping potential consumers who have common needs and will respond similarly to a marketing action, segmentation will help company to respond more effectively to groups of prospective buyers and this increase sales, profit and ROI(return on investment) for the company.

In further elaboration, here in our project for Rein Light chocolate we will segment our market according to geographic, demographic, cryptographic and behavioral segmentation. I-Geographic segmentation is dividing of the overall market into groups on the basis of population location, regarding to our product Rein Light chocolate, geographic segmentation will be according to cities like Cairo,Gaza, Alexandria, Hardhat and Charm el sheikh,Luxury and Portrait ; Rein Light will focus more on regions like Mohammedanism,Madam,Hellholes,El Rehab and Tattoos El Shames. -Demographic segmentation: the most frequently used method of dividing markets is by demographic factors.

Consequently, many of the available data on both markets and media audiences are broken down by demographic classifications. A-Age: the primary method of analyzing markets is to divide our consumers into age and to accurately analyze their needs and wants, regarding the results brought up by our marketing research; the range of age for our Rein Light chocolate will be range from 17 to 45 years old. -Life stage: the life stage for Rein Light chocolate will be youth and adults and that was displayed in the age range from 17-45 years old. C-Gender: another method of analyzing our market according to gender, for Rein Light chocolate our target consumers will be female and male as both of them making diet or watching their weight , this was displayed in the results of our survey in marketing research phase. Socioeconomic: our sugar free chocolate aim to target middle social class, as the price will be convenient. Cryptographic segmentation: is a method of dividing market on the bases of psychology and lifestyle habits of consumers, marketing a product requires a deep understanding of the consumers psychology, along with their needs, in order for the product to be accepted ,some of he common variables that fall under the category of cryptographic segmentation are personality values and lifestyle, in this case for Rein Light chocolate, the lifestyle for consumers buying Rein Light are those who simply enjoy taking care of their bodies as they are making diet, watching their weight or even have disease like diabetics. Behavioral segmentation: divides population based on their behavior, the way the consumers respond to, use or know of a product, forms of behavioral segmentation are: Benefits sought: Segmenting markets according to the product unifies that are expected from product, Rein Light’s benefit is based on the consumers making diet, watching their weight or have disease like diabetics as they will find that Rein Light chocolate bar is healthy and tasty, as Rein Light chocolate will utilize sweetener substitutes, sensitive individuals may experience.

Usage rates: the usage can be determined in form of heavy, moderate or light usage, for our product Rein Light, we will depend on segmenting consumers to those who are in continuous usage for chocolate(heavy usage) as despite making diet they still love chocolate and want to eat it . Loyalty: there are two ways to grow business, first to acquire new consumers and second one to retain existing consumers, the more loyal our consumers, the more our consumer base will increase.

Here tort Rein Light, we will depend on segmenting market for those who are loyal to our brand Corona and using it since long time, consequently those consumers will be most likely to experience our new Rein Light chocolate. Targeting Once we have successfully identified the segments within the market, the next step is targeting which involves choosing a segment or segments to communicate our product to the selected segments.

Main factors that are considered when evaluating potential target markets: Segment size and growth: Each firm is likely to have minimum size requirements for a market segment to be considered financially viable, Segments with strong growth rates are more attractive as firms can gain market share from primary demand, in our project here we found that segment of consumers within age of 17-45 years occupies about 40% of the total population which is considered as large segment in size and the growth rate of this segment is ranging from 1 to 2% every year plus having great awareness towards healthy reduces as they like to reshape their bodies.

Segment Structural Attractiveness: A-competitors: generally firms do not want to compete in markets where there are dominant market leaders, as they tend to be quite aggressive to new competitors, for our product Rein Light chocolate, we have 2 main competitors Wilbur and Hershey but these competitors are targeting socioeconomic A as they have high prices, but for our product Rein Light, we will focus on consumers in the middle class, in order to be able to pay for our sugar free chocolate plus producing chocolate bar with high quality. Distribution channels: Strong relationships between the firm and the distribution channels would be of considered as attractiveness, in the distribution channels we have different ones ranging from hypermarkets, supermarkets, cafés, and pharmacies; to the local convenience stores by these different channels we will achieve great presence in the Egyptian market Target level Differentiated strategy: company attempts to appeal to two or more clearly defined market segments.

In our marketing plan for Rein Light chocolate, the primary target market is the middle class, consumers within age of 17 till 45 years who are making diet, watching their weight or have disease like diabetics. Positioning Positioning is the process by which marketers try to create an image in the minds of their target market for its product, brand or organization. This table illustrates the steps for creating positioning strategy for our product Rein Light chocolate: Who we are?

Corona chocolate was the first chocolate bar manufactured in Alexandria and it’s the market leader in chocolate and confectionery industry, for more than 80 years, Corona has different types of chocolate, biscuits, and wafers as well as soft and hard candies. Target market Will be consumers within age of 17-45 years, occupying socioeconomic B who are making diet, watching their weight or even has disease like diabetes.

Value difference Value of difference here is the image as Corona insists through past years to provide consistency and credibility for its customers through its diverse products. Competitive advantage The competitive advantage or the benefit that Corona will provide is the distinctive Rein Light chocolate which is unlike the other types tot chocolate bars as I t will touch on health as well as taste for being sugar free. Selecting an overall positioning strategy

Regarding our new product which is Rein Light chocolate, we will select the strategy of same benefit with less price, as the other competitors like Wilbur and Hershey sugar free chocolate provide chocolate with high price and this figure illustrates the position of Rein Light chocolate against its competitors in the Egyptian market Positioning statement for Rein Light chocolate To consumers within age of 17-45 years in socioeconomic B who simply enjoy taking care of their body and or health, Rein Light is a chocolate from Corona which is sugar free that satisfies your need for eating healthy and tasty chocolate with low lories.

Marketing mix is the combination of the elements of marketing and what role each element plays in promoting for products and services and delivering those products and services to the consumers. The 4 Up’s of the Marketing Mix Product What’s the product? Rein Light Chocolate, sugar free Core Product benefits: With Rein Light Sugar Free Chocolate, you don’t have to sacrifice a thing; this delectable chocolate is Just made for those who want tasty chocolate for whole life experience, without high added calories. Rein Light Chocolate is sweetened naturally, a plant-based ingredient with zero calories.