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ALL-NATURAL WELLNESS CENTRE MARKETING PLAN

Prepared for: Clifton Neil

Prepared by:

Date: November 22, 2011

Table of Contents
EXECUTIVE SUMMARY.........................................................................................................3 INTRODUCTION.......................................................................................................................4
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1. SITUATION ANALYSIS...............................................................................................5 1.1 SWOT Analysis.........................................................................................................5 1.2 Competitive analysis................................................................................................6 2. MARKETING PLANNING..........................................................................................8 2.1 Marketing Objectives...............................................................................................8 2.2 Target Markets.........................................................................................................8 2.3 Marketing Mix Strategies.........................................................................................9 2.3.1 Product.......................................................................................................9 2.3.2 Price............................................................................................................9 2.3.3 Place............................................................................................................9 2.3.4 Promotion....................................................................................................10 3. IMPLEMENTATION AND

CONTROL............................................................................10
3.1 Marketing Implementation Schedule.......................................................................11 3.2 Marketing Control Schedule.....................................................................................12

4. SUMMARY/CONCLUSION.......................................................................................... 5. REFERENCES.............................................................................................................. 6. APPENDICES..............................................................................................................


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1.0 EXECUTIVE SUMMARY This report discusses the introduction of an innovative product named Orange-Aloe Cleanser. The product was created under the business named All-Natural Wellness Centre and seeks to restore human health. It is naturally manufactured using Orange and with no added preservatives; which is used to cleanse the colon, detoxifies the fights infectious diseases. Orange-Aloe Cleanser is aimed at health conscious the Kingston metropolitan region such as students and professional 16 years Aloe Vera body and individual in and older. The

product will begin operations December 5, 2011, and should increase sales by 20% within the first year using experience customer testimonials. In addition, a 75% is anticipated within the same period through the use of a trained customer satisfaction sales team.

All-Natural wellness centres main competitors include: Immuno-gizer and Herbal Aloe Drink Concentrate and will obtain competitive advantage base on our good reputation, affordability, strong customer equity and superior quality product. The business was formulated by five partners most of whom have experienced firsthand end-user results and deemed it necessary to pass on such satisfaction and benefits.

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2.0

INTRODUCTION All-Natural Wellness Centre was established on October 7, 2011. We are centrally located in New Kingston at 10 Oxford Road Kingston. We are a small partnership company with five partners of equal shares. This document is a strategic Marketing Plan for the All-Natural Wellness Centre Product. The product, Orange-Aloe Cleanser, is a natural juice with no preservatives and only consists of a blend of Aloe Vera and natural Orange juice. It was established after conducting an informal survey which delineates a health conscious society. The research process was randomly done at UTECH and a few business organizations and seeks to formally adopt these communities at the end of 2011. The Plan looks at the current market for the product, its competitors and identifies trends that will influence the market over the next twelve months. It also analyse the strengths and weaknesses of Orange-aloe Cleanser, and how this will impact the target market in response to opportunities and threats in the market place. From this analysis, the features of the product are described and the needed benefits it delivers to its consumers. This marketing Plan sets goals for penetration of Orange-Aloe cleanser into these target markets, and lists the main objectives which the marketing project proposes to achieve these goals.

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3.0 SITUATION ANALYSIS 3.1 SWOT Analysis is the tool used to identify the strengths, weaknesses,

opportunities and threats of the organization. It highlights what may assist the company in accomplishing its objectives, and what obstacles must be overcome to achieve the desired results. The table below illustrates All-Natural Wellness centre SWOT analysis Strengths Innovative Cost advantages Superior Product Have both internal and external benefits Strong customer service management to build customer loyalty
Very good reputation (taste good) Partners have experience of end-

Weaknesses
No preservative results in short

product life and durability Little financial resources Very long product development time Dont have required accreditation Poor brand awareness Have no technological facility

user Direct delivery capability

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Opportunities Emerging markets A feasible business idea quick and easy to implement Changing customer tastes No regulation restrictions Generates profits by selling at retail 10% discount is given to customers who sign up new customers

Threats Credit pressures Competitors with similar benefits


Distribution is inefficient

Growing competitive pressure Vulnerability to recession and business cycles Likely entry of new competitors Rising sales of substitute products

4.0 COMPETITIVE ANALYSIS This evaluation is used to determine what makes our product unique in comparison to our competitors in order to attract our target market. 4.1 Competitors Our direct competitor is Immuzo-gizer. Its ingredients include special fibres Fructo-oligosaccarides (FOS) and Sugar Esters; and when taken it is not broken down by the bodys small intestine but goes directly into the colon where it takes action. It removes toxins from the body, cleanse colon, regulate bowel and protects against diseases such as cancer, arthritis, asthma and fibroids. It is also referred to as The Food Purifier as it protects the body from food additives. Immuno-gizer was patent in 2005 which gave it competitive advantage over the market; however the government forbids advertisement in 2008 stating that the product was not registered.
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Another competitor is the Herbal Aloe Drink Concentrate. This is a smooth refreshing drink that helps with the cleansing action of the body. It is made from premium-quality aloe, along with the soothing herbal benefits of chamomile. It relieves occasional indigestion, improves nutrient absorption, enhances intestinal health and contains antioxidants. Herbal Aloe drink has strong financial backing, however due to poor brand awareness there is no growing demand for the product. 4.2 Competitors vs. All-Natural Wellness centre Below is a table summarizing the competitors information Orange-Aloe Cleanser Affordable Taste good Good customer equity (all customers are listed) Direct sales Local markets 100% natural no preservatives (ingredients: aloe vera and orange) Immuno-gizer Expensive Taste bad Poor customer equity (not all customers are listed) Indirect sales International markets Ingredients: Sugar ester fatty acids Fructo-oligosaccarides organic sugar Herbal Aloe Drink Very expensive Refreshing Low customer equity(low demand) Direct sales International markets Consist of aloe vera and tonic with added lemon and mango flavours

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5.0

MARKETING PLANNING

5.1 Marketing Objectives This is the means by which the company intends to achieve its sales objectives. Increase product awareness among the target market by 20% in one year to increase market share highlight the benefits and competitive advantage of the product to the target market to increase sales by 10% in one year Increase sales by 100 drinks weekly using retail selling Use customer testimonials to decrease potential customers resistance to buying the product, leading to a 5% increase in sale within the next 6 months Achieve 75% customer satisfaction among the target customer over a 12 months period 5.2 Target Markets The target market for Orange-Aloe Cleanser is the general public in the Kingston Metropolitan area ranging from age 16 years and older. It is recognized that the general public in this geographical area has a lifestyle that is deemed unhealthy; as a result of hectic work and school responsibilities. Majority of these individuals have developed health issues such as indigestion, irregular bowel movements, diabetes, high blood pressure and other complications. The main contributing factor is the unhealthy eating
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habits exercise daily that clog the system and as a result the need arise to cleanse the body and regulate its operation on a regular basis.

5.3

Marketing Mix Strategies Is a set of controllable tactical marketing tools which are product, price, place and promotion that the firm blends to produce the response it wants in the target market

5.3.1 Product Product is the most important element of a marketing mix it is anything offered to market for attention, acquisition, consumption or use that might satistify a need or want. Our product consist of a natural juice cleanser which is the core product, the plastic branded container is the actual product ,and the augmented product which will consist of discount, payment period and delivery services to our retailers such as: pharmacies and supermarkets.

5.3.2 Price This is the amount of money charged for a product or service, or the sum of the values
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that consumers exchange for the benefits of having using the product or service. The pricing strategies that will be used for Orange- Aloe Cleanser is market penetration pricing. This is a strategy where a low price is set for a new product in order to attract a large number of buyers and a large market share. This strategy will create a quick turnover, which keeps the retailers happy as well as controlling the price of Orange- Aloe Cleanser.

5.3.3 Place This refers to the location where the actual product is made available to its consumers. Availability of the product at the right place, at the right time and in the right quantity is crucial in placement decisions. Orange-Aloe Cleanser needs to get to its consumer readily, easily and quickly; therefore, after carefully logistic management to make Orange- Aloe Cleanser easily accessible it will be available to our retailers, supermarkets and pharmacies. The Orange- Aloe Cleanser will be transported to the retailers, supermarkets and pharmacies in trucks and cars.

5.3.4 Promotion This is a specific blend of promotion tools that the company uses to persuasively
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communicate customer value and build customer relationships. The promotion strategies that will be used to promote Orange- Aloe Cleanser is one that will catch the attention of the consumer thus getting them interested in the product and ultimately they will purchase it. Orange-Aloe Cleanser will be advertise by television, radio, newspaper and outdoor. In addition to advertising we will have sales promotion which include sampling in the supermarkets, and public relations.

6.0 IMPLEMENTATION AND CONTROL This is what turn the marketing plans into actions. Implementation is the day-to-day activities that effectively focuses on who, when, where and how. Control is put in place to monitor and measure results and to ensure the desired objectives are achieved.

6.1 Marketing Implementation Schedule Activities Manufacturing of product Hold an official launching Select a sales team Train sales team Date/Frequency Daily beginning December 5, 2011 On December 10, 2011 By January 9,2012 By mid February, 2012 Responsibility Partners Partners Marketing Officer Marketing Officer

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Incentive programme for sales team Provide sales team tools such as: sample packets, cell phones, flyers & products E-mail prospective customer Advertise using experienced customer Advertise using promotional shows

To commence April 2, 2012 Weekly starting January 2012 Daily beginning February 27,2012

Marketing Officer Partners

Partners/Sales team

Weekly beginning March Marketing Officer 5,2011 Monthly beginning May 28, 2011 Marketing Officer

6.2 Marketing Control Schedule Type of Control Annual-Plan Control Responsibility Partners Purpose of Control To analyse the projected sales volume, market shares & profits Evaluate spending and examine where the business is making/ losing money To measure customer satisfaction and increase productivity Strategic Partners Evaluates plans, activities and results to Approach Variance analysis Expense-to-sales analysis Compare prices for sales and purchases compare order size with production Customer satisfaction surveys and feedbacks Sales generated by sales person Advertising and promotion Marketing effectiveness
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Profitability control

Marketing / finance officer

Efficiency Control

Sale staff/ marketing officer

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Control

determine if the business is pursuing its best opportunities

rating instrument Marketing Audit Marketing excellence review Ethical and social responsibility review

7.0 SUMMARY/CONCLUSION
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8.0 REFERENCES
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9.0 APPENDICES
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All-Natural Wellnes Orange Aloe Cleanser Centre

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