Marketing Plan
Marketing Plan
Marketing Plan
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Contents
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Executive Summary
of the Candy Cravers Company within the perspective of the sweets industry. In doing
so, the paper would focus on epitomizing an appropriate company profile of Ice Cream
Candy, considering the financial overview of the company, formulating a SWOT Analysis,
reviewing the current marketing situation of Ice Candy along with a BCG matrix, and
Furthermore, the paper would illustrate the potential marketing strategies of the
company with consideration of the marketing research, brand positioning strategy, brand-
positioning map, target market, and marketing mix. To conclude, the appraisal shall focus
Our Candy Craver’s Inc. proudly introduces its product Cookies N’ Cream Ice
Candy. The said business started in the year 2018. Candy Cravers Inc., is a small
corporation. The owners used high quality ingredients and ensure the cleanliness of
making it to maintain the relieved in every ice candy that they make. As Candy Craver’s
business is highly seasonal, with its greatest demand during March, April, May and June.
In other months, the product demand are sometimes idle. A major challenge facing the
company is how to increase profits and make better use of its resources during the off-
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Our business goal as ice candy business is to become the number one choice of
residence in the whole of the communities where we intend retailing our candies. Despite
having the weaknesses and threats around the company like sales and demand of the
product decreases when it’s rainy season, we still have the opportunities and strengths
that made the company earn more profit especially when it’s summer. We also have our
own strategies and target markets, the product is not only for children but also for the
adults that will surely love our product. The company deals in providing satisfying and
refreshing ice cream candy. The firm’s operations will entail producing and marketing a
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Environmental Analysis
1. Economic forces. Nationwide, many companies have reduced their overall promotion
budgets as they face the need to cut expenses. However, most of these reductions have
occurred in the budgets for mass media advertising (television, magazines, and
newspapers).
2. Political forces. There are no expected political influences or events that could affect
Target Market(s)
to differentiate its product has contributed to superior annual returns. Its target market
consists of Ice cream candy cravers, not only children but also the adults who loves
sweets.
template demonstration disk, help them create a innovation on the ice candy. Once the
sale has been finalized, Cravers completes the concept, flavors, ingredients, and
specialization. Perhaps what most differentiates Candy Cravers from its competitors is its
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Swot Analysis
STRENGTH WEAKNESSES
OPPORTUNITIES THREATS
• New products and services that • Who knows if the market for
can be retailed in our shop candy cravers will grow and stay
in favor with customers or whether
• The business has the
another type of desserts or leisure
opportunity to expand the
activity will replace in the candy
business
cravers in the future.
• Co- branding with other
• Company is expose to rises in
manufacturers of food, drinks
the cost.
and brand franchising to other
manufacturers.
• The demand of candy cravers
is very high especially in
summer.
•Cheap labor cost.
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Marketing Objectives
goals. It is the marketing strategy set in order to achieve the overall organizational
product features, etc. These objectives help a business set out what a business wants to
There are different ways to let people know about your product, Candy Cravers
uses online advertising since most of the people discover new products online or through
social medias.
Cookies N’ Cream ice candy is not only made for children, but Candy Cravers
made sure that even adults will surely love their product.
Maintaining what the company have done from the start and improving it so that
meeting international standards, planning and executing consistent actions to support our
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Marketing Strategies
Even though almost everyone loves ice cream , some marketing is necessary to
create consumer demand within the community. This marketing also helps make sure
your customer base is aware they can satisfy their needs at your ice candy. Start by
gaining good public relations and make our business stand out. Also, use traditional
promotional strategies, such as coupons or buy one get one free offers. These marketing
strategies will help your ice candy be a successful business that you enjoy owning.
Good public relations can promote brand awareness and create demand for our
ice candy product. Good public relations can also show our customers that we have a
connection to and are an important part of the community. The good feelings generated
about our ice candy will make customers more likely to purchase from us instead of our
competition.
Use every resource available to let people know about our ice candy. A well written
press release for the local media about our grand opening can possibly get you some free
publicity. Banners and signs that let our potential customers know when our ice candy
will be opening can be used during the construction phase. Other ways to show you are
an important part of our community are sponsoring an adult or kids’ recreational league
sports team and participating in or donating product to school functions. We will easily
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create brand awareness. When people see our ice candy name in conjunction with these
TARGET MARKET
One of the most important aspects of opening virtually any new business is
knowing your target audience. Ice Candy shops are no exception. You can waste a lot of
time, money, and effort marketing to people who have no interest in frequenting an ice
candy shop. It may seem like a lot of work to research your target audience and learn
how to market to them, but it will be well worth the effort. Families with children, teenagers,
and adults all love to consume this frozen dessert. Frozen dessert preferences can vary
according to both age and gender. Filipino households enjoy a larger range of frozen
dessert products. These households also eat more servings over a monthly period. On
the flip side, teenager girls are also prone to choosing premium frozen beverage as a
comfort food after a breakup or even a tough day at school. Teenage boys consistently
tend to remain faithful to their favorite frozen dessert products. If a child loves this frozen
dessert, he or she will most likely still love ice candy as an adult.
Candy Cravers have a lot of variety. They have ice candies, with different flavors
like buko pandan, cookies and cream, Chocolate, ube, mais con yelo and even halo-halo.
The ice candies are available in various sizes and flavors. The brand infact came with
sugar free and prolife probiotic ice candies for the health conscious consumers.
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Marketing Implementation
that incorporates the satisfaction of customer needs and wants, and is a wholesome
activity with organizational outlook, focusing on future and anticipated needs. Marketing
incorporates issues such as corporate social responsibility, which determines the way
• Marketing Organization
CANDY CRAVERS
VENICE JOY P.
PRINCIPE
CEO
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• Activities and Responsibilities
The company made sure the cleanliness of the product that they make for the
customers to not have any complain. They also take all of the responsibilities in order to
The core objectives of the Candy Cravers Inc. included profit generation, a wider
customer base, customer royalty, market penetration, and gaining a completive edge on
other joints in the market. The survival of a business enterprise depends on its customer
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Implementation Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Timeline
Product
Product tasting
Product launch
Place
Establishing
market
channels
Promotion
Seasonal
Promotions
Discounts
Price
• Implementation Timetable
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Evaluation and Control
A comparison of the financial cost with the plan goals will be included in our project
report. The following performance standards and financial controls are implied:
Our total budget for the billing analysis and product research will be equal to the
percentage of the annual promotional budget for the coming year. The breakdown of Ice
Cream candy’s budget within the project will be a 30 percent allocation to the billing cycle
Monitoring Control
Monitoring control is about analyzing the effectiveness of the marketing plan to the
Candy Craver’s Inc. It is essential to compare the actual performance with the plan
objectives.
Our plan objectives succeeded to our actual performance, Candy Craver’s Ice
Cream candy became thriving because of it’s ethical values and brilliant minds of Candy
Craver’s owners, they made the project flow smoothly that’s why they are successful. Our
team resolved the changes made in the procedures or operation’s result of the problems
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