Constraints
Something that could be holding Beechdean’s is that they do not advertise as much as other leading brands, Beechdean’s needs to start spending money on advertising may interest other buyers to consider Beechdean’s. If Beechdean’s spends some money on advertising in local bill board’s then people will start thinking that there is a company called Beechdean’s and it does exists, and they sell luxury ice creams.
Another aspect that could be holding Beechdean’s back would be that they are based somewhere in Chiltern Hill’s area which mainly part of the countryside so many people might not know about them, if customers might like to try out their ice creams they would have to go very far to purchase a single tub of ice cream. For some people this would be very far and they will just any other supermarket ice cream. To improve this, Beechdean’s needs to open another branch to sell ice creams or they should distribute their ice creams evenly to major areas in the UK.
It is very important for Beechdean to supply their Ice Creams to more places through out the UK, this will attract more people – aware them of their business.
Functional Area’s of a Business
Functional areas play a big part in the business, they are one of the main concepts of a business, and they decide what is going where to make the business work. There are various functions of a business and they all link with each other to make a business ‘tick’.
Customer Service:
Beechdean’s has a customers services are they most important element for a Business, keeping good customer service keeps good business reputation. The job of the customer service person is to pass over basic information to all aspects of the business, and the role of the other areas of the business is to fulfil their requests as they are set by the customers.
The basic customer service request could be to answer telephone calls, take on orders, mass on messages from one area to another, resolve any customer disputes etc….
Beechdean’s customer service staff will also take on; any form of complaints, returns / exchange or any general queries by customers.
The role of the customer services plays a big impact on the business; it provides useful information collected by other members to run a good business and to fulfil all needs.
To keep a good customer service, member of the staff need to communicate effectively with customer, take in consideration of what they say, and be co-operate with them.
Human Resources:
The role of the human resources department in Beechdean’s is to take on new employees, interview them and find a suitable part of a job in the business. This will include successful trainees that will train the new workers to take on the particular job role and provide them a good job that they would prefer.
Another aspect of the Human Resources department is to look out for those that need a holiday (it could be paid holiday, sick leave or suspension). They will provide the right pay for them.
Sales:
The sales team will take on responsibilities that will look after taking orders from stores, these orders will be taken off from the customer service which will passed on to the sales department to pass on to the production.
The Sales Department will be looking into selling the product through different methods e.g. Internet.
Production:
The production quarter of the business would be looking after taking orders producing the Ice Creams they will be taking information from the customer services what customers want, and what are customers willing to pay for.
However much production is required at Beechdean’s depends on how much capital they have.
Testing is carried out every few samples to check the quality of the product.
The role of the Production as follows;
1 2 3 4
These are some of the basic steps carried out by most businesses to manufacture a product.
Production is also one of the main aspects of a business, because they are the group of workers that produce the product which is to be put on the market.
Advertising / Marketing:
Advertising is one of the key successes to promote your product, if there is a business that is providing great goods you need to be accepted, people need to look out for you, customers need to know what you are, and what you offer, so by advertising your product customers would be aware of your product. There are many different ways to advertise your product many that are widely used are;
- Bill Boards / Bill Posters
- Newspapers
- Magazines
- Posters of Buses
- Try before you buy – stalls
If Beechdean’s looks out into one of these essentials then they likely to expand their business.
These are some of the ways in which advertising helps to expand your business, to get more customers and to attract them with the products you offer.
Marketing - the role of marketing contributes to a business buy setting targets for the business. The Marketing department is responsible for looking after customer requirements and what profit is gained out of it.
The marketing department set’s up some budgets for each department to stay within the border – businesses wouldn’t want to spend very little on their products – neither a businesses would want to spend a great deal because they would be loosing money.
*Products must be suitable for the customer’s aswell as they should be profitable for the company.*
Finance
The finance department at Beechdean’s is also another key element to a success of a business; it takes in accounts of how much money is coming into the business. The finance department gets money from its profit, and then more money is invested in the company to produce more stock of goods.
Each department of the business is given a certain financial target which is to be met, it shouldn’t be any higher otherwise it will hold back other departments.
Beechdean’s would have a finance department that pays off salaries to employees; salaries will be set according to how much workers are willing to work.
If the business is a success and there is a shortage of the money, the financial people will go to banks / building societies / shareholders for a loan to expand the business.
Another aspect that is also followed up by the finance management is;
- Paying Electricity Bills
- Heating / Air Conditioning Bills
- Machinery Maintenance costs
- Gas Bills
All businesses need to pay their bills, utility bills are their primary sector of a business – without it, and nothing really is possible.
Some of general issues but they all have to be looked up in a business to keep it obtainable.
Administration / ICT:
The administration department deals with emails, such as ordering products, customers paying for the products. If the case of Beechdean’s, customers will send the administration department an email to order how much ice creams they would like, or superstores might directly require an order throughout the use of computer and internet.
ICT would help Beechdean’s to make calculations of how much profit is made; it can be used to advertise their product (Beechdean’s might email their regular customers if they have any special offers). Through out the use of computers superstores can make payments via internet. The ICT department also gets feedbacks about their products and what suits their customers.
Maintenance:
The maintenance department would be used for safety checks on machinery (Beechdean’s might provide a safety test once every year on all electronics including machinery) because workers at the work place need to work in a safe environment.
The maintenance team could be people from another company that will come to do any technical repairs on any expensive machinery.
Quality Assurance:
This is another point businesses look at; Beechdean’s produces some of the most luxurious ice creams and for them to keep that standard going they need to test every few samples to make sure customer get the right Ice Cream, the test will check upon the flavour and content of the ice cream. If any batch fails to ‘pass’ the quality assurance test they will recheck it or discard it.
All these functional areas in a business are required to run a business each of them link with each other in all aspects.
Here are two examples of the main interlinks between each functional areas of a Business.
Marketing Mix of Beechdean’s
The Marketing Mix for Beechdean’s explores how Beechdean’s compares and competes with other Ice cream brands. Beechdean’s is a medium sized business with great products, compared with other products, prices and promotion to other businesses and competes with some of the great brands.
Product
Luxury Ice Creams. Beechdean’s has special Ice cream ingredients they use to produce creamy flavours. Beechdean’s speciality is that they use fresh Jersey Milk; from fresh cows this gives the ice creams a thick and rich flavour. Some of the flavours by Beechdean’s is very unique; such as Blackcurrant Cheesecake, Cinnamon and Honey & Ginger.
The Packaging shows a deal of effort to increase sales; the packaging is colourful and shows pictures in great colours to make the Ice Cream more luxurious. Beechdean’s usually uses plastic tubs for 110ml, 500ml as their packaging, the Ice cream cones come in paper back coating with the Beechdean Bob range. Beechdean’s USP (Unique Selling Product) is that they use Fresh Jersey milk from herd cows to make the best ice cream available, this is a special ingredient that is not used by many popular brands of luxury ice creams. The flavors are quite unique to the market, ‘Honey & Ginger’ is a very strange flavor and it’s unique because no one has it on the market, this would be something new to the consumers which can be a success.
Our Ice Cream range will be called ‘Creamy Delight’ – we have named it Creamy Delight as we feel that the Ice cream will be very rich in ingredients and with some hazelnuts to make you delightful when you eat it.
However the Ice Cream we will be producing will a very unique flavor ‘Vanilla Ice Cream with Hazelnuts & Chocolate Syrup’ we decided to go for something very unique and special to the market. However there are some companies that provide Vanilla Ice Cream with Hazelnuts but what’s special about us is that we a providing a ‘Chocolate Syrup’ on top which will make the Ice Cream taste even better.
Price
Beechdean’s does not advertise much through any sort, this could be one of the ways to advertise their product as well as to attract people with the cheap price for a luxury Ice Cream. I think a reasonable price for a new luxury Ice Cream in the market should be priced at £2.79 for a 500ml tub, however customers can always save money if they buy a larger portion. One litre Ice cream should be priced at £3.99 – customer will tend to save a great amount if they go for the larger portion. Beechdean’s Ice creams will be priced at £2.79 because we feel that other successful Ice Creams such as ‘Haagen Dasz’ and ‘Ben n Jerry’s’ price their Ice Creams at £3.79 because successful companies have spent a huge amount on advertising their product, so more and more customers are aware of their new products in the market and they would know what the taste would be so they would be willing to spend more for that specific company ice cream. For a 500ml portion and as a new product launch in the market I feel that we need to keep our prices a bit low compared to our competition.
If our prices are low at the beginning and they are a success though out then we can surely increase the price because I customers will be happy with out product and they would be willing to pay a bit more for it, however their can be some bad outcomes in a business, if the product is not a success then the production will go at a loss. So if we think that the product is priced low and minimum amount is spend to produce the Ice Cream then even if the product is not a success still the company will not get any loss because then Beechdean’s would have spent a minimum amount to create a luxury ice cream.
Promotion
Beechdean’s is quite a small business overall with a maximum of twenty-five staff and Beechdean’s will not interested into offering big promotions as Beechdean’s is not a very large company and they do not have enough money. Beechdean’s can offer ‘Special Offers’ to their usual customers by giving them some sort of a voucher that gives them ‘10% off next purchase’ or ‘Buy one get second half price’ this would clearly depend on how much they are interested and how much do they usually buy because Beechdean’s cannot offer too much discount as they will loose out on some profit.
As Beechdean’s doesn’t do much advertising on the internet, bill posters, magazines, T.V. etc… I think a large bill poster near the High Wycombe (where Beechdean’s is located) will attract quite a lot of customers as they know Beechdean’s is superb ice cream company that is famous for producing luxury ice creams.
I feel that Beechdean’s needs to add some sort of price range to their website, this will at least allow customers to know what Beechdean’s offers and at what price.
In near future if Beechdean’s does manage to make huge profits and they produce more new products and its they are in a huge success they should start spending money on advertising on local bill boars, newspapers, internet this will allow them to create an even bigger picture in the market. I feel that the more successive advertising Beechdean’s does they will get more and more profit.
Place
As Beechdean’s is a small company and they based in High Wycombe and they only have one branch (which is their usual store). However they only distribute their Ice creams to well- known regional stores that are located nearby which are; ASDA’s, Waitrose and mostly farm stores. Beechdean’s cannot be located very easily they are based somewhere very far in the Buckinghamshire area, people that live around other areas cannot visit it very easily, just to purchase a portion of ice cream. Beechdean’s only does local delivery, which is also a disadvantage to customers which live far from the Beechdean’s company.
If Beechdean’s does quite a good job in the market, makes good sales on their ice creams they should start providing their ice creams to well known stores all across the UK.
Conclusion:
In conclusion I can say that the all this information provided above will help us carry out an excellent marketing proposal. The marketing objectives will help us provide what is the basic information to what is need in the market, and what keeps our customers happy. Functional areas of the Business will give us the understanding of how work is carried out in a business; Who does what in the business?
The marketing mix will tell us what is our product going to be, how much customers are willing to pay for it, what offers are needed & when and finally where the product should sell.
These are the key elements for Beechdean Dairies business; it will help us provide a perfect product for their business.
Yatin Desai 12S
Unit 1:
Creating a Marketing Proposal
Ms Michaels
AO2
Proposal Featured as a PowerPoint Presentation
According to out proposal our group decided to produce a PowerPoint Presentation of out new Luxury Ice Cream. We decided to go for a PowerPoint presentation as we thought we will be able to add a lot of information to it and add quite a few media to it and make it look effective with the use of great backgrounds and informative wording. Within the presentation you will also find a picture of our product – we also made an actual version to show the audience what we are offering.
With the use of a PowerPoint Presentation we can show out ideas more clearly, we also talked all the way through our presentation to make sure everything was understood and we were confident enough to answer any questions.
However we also featured a posted in our presentation, but we didn’t look at it as out main them of the proposal.
Slide 1
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This is the end of the Slide Show, we have included however much information that is required to promote our product.
The PowerPoint was made together as a group, each were given different aspects to read;
First, it was me: I was told to go through the Introduction of the Beechdean Dairies business.
Second, Beza: Other team mate went through two parts of the marketing mix (Price and Place) and SWOT analysis.
Third, Darshna: Another team mate was told to go through the other part of the marketing mix. (Promotion and Product)
Last Person, Zusith: Went through the market research explained what is needed in the market as a perfect luxury ice cream.
Yatin Desai 12S
Unit 1:
Creating a Marketing Proposal
Ms Michaels
AO3
In the aspect of this Unit I will be writing about some of the data used in the proposal. Most of the data used was primary research aswell as the use of some secondary research.
Primary Research – Research that is collected on your own collected by yourself of by any member of the group, primary research is very effective and very vital for any business it benefits the business as it is research that is collected by yourself so it has to be in an accurate form of analyzing.
Secondary Research – Research that has been passed over by someone else, this is not very efficient for a business as it had been collected by someone else and what is expected is unknown.
By Analyzing the questionnaire questions we will find out our perfect product in the market.
Our Goals / Aim is to:
- Provide something ecstatically new to the market, an Ice cream that other companies to do not produce. Use some of the best ingredients around using ‘Fresh Jersey Milk’ within Beechdean’s herd.
- A New flavour to the market, we all are aware of some of the common flavours ‘Vanilla, Chocolate, Strawberry’ even using those flavours we will add extra stuff to make
- Prices – should be affordable for all people. Priced somewhere around £2 - £3
- A creamy soft Ice Cream with something attractive in it. Our USP.
- In future one of our aims would be to expand out business, start selling our products to large supermarkets all over the UK – it is possible but it will take a great deal of time and money capital is needed.
A Questionnaire was decided a class and the finalized copy was given through out the class and the total number of handouts given were 47, as a random sample some students were given 3 Questionnaire Sheets and some very given 4 Questionnaires.
At the end we were looking for a fair output for we were advised to get the questionnaires filled out by people from different and groups and different gender.
By analyzing each of the questions on the questionnaire we have found a great deal of information.
Analysis of Gender (Q1i)
As from looking at the questionnaire we have found that 47 People were asked for their Gender evaluating the questionnaire tells us that the results were:
Looking at this Data it tells us the more Male’s took part in the questionnaire then Female’s.
Analysis of Age Group
Our questionnaire categorized four age groups, we decided to keep four age groups, the very common one’s so we it can be easy for us to analyse it. We wanted to find out what sort of age group would be interested in buying ice creams, from the result we can see that:
Age Groups:
Looking at the chart we can clearly see that the majority of the age group that participated in the questionnaire were between ’16 -25’ – Age Group. We can clearly see in the chart that ‘16 – 25’ has 41% of participants. This makes us think that an age group closer to that will be our main focus to provide our ice creams to.
Analysis of Question 1
One of the questions asked in the questionnaire was ‘Do you enjoy eating Ice Creams? ‘According to that question we have found out that:
We can see that quite a lot of people are interested in eating Ice creams, just a small fraction of the people not interested. But we have found our point ‘people are interested in eating ice creams may be not all the time but could at special times’.
Some of the reasons by people chose ‘Sometimes’ are:
Analysis of Question 2
From looking at what flavors that were offered in our questionnaire tells us that:
Flavour
Looking at the Data aswell the chart we can clearly see nearly a quarter of the participant’s preferred ‘Vanilla’ flavour. Nearly all ice cream companies mostly sell Vanilla Ice Creams they are just consumers favorites – what toppings they provide make it even more delicious. Chocolate and Strawberry are also preferred but according to the questionnaire ‘Vanilla’ wins with the most votes.
Analysis of Question 3
Another question asked in the Questionnaire was ‘Do you buy Luxury Ice Creams? ‘ and another part of the Question was:
‘If yes do you buy; Haagen Dazs, Ben & Jerry’s, Supermarket Brand, Cartd’or, Walls or any other? ‘
Here is an analysis of this question, Well out of 47 People, we have found out that:
This result shows great information for our business; more than half the people purchase Luxury Ice Creams and a third buy it sometimes.
Second Part:
If yes do you buy; Haagen Dazs, Ben & Jerry’s, Supermarket Brand, Cartd’or, Walls or any other?
Well looking at this table we can see that ‘Haagen Dazs’ suits great for most buyers, secondly is Walls and thirdly is ‘Supermarket Brand’
Here we are do not have much success, not much people have heard of Beechdean’s – for it being regional – that’s why it’s not seen in the chart.
Analysis of Question 3b:
Now we have found out what brand’s consumers are interested in, we need to find out, what they offer that is attracting the buyers? What is special about them?
3b. Why do you buy this / these brand names because of:
Flavour, Texture, Low Fat, Ingredients, Price, Packaging, Brand Name, Special Offers, and Other
Well, this looks quite complicated to analyse, but whatever the outcome is it will be very great for us; as it will provide us with the major secret behind why people go for ‘Haagen Dasz’
Looking at the chart on the previous page we can see what we need to spend out money on; most rated reason why people go for brand name is ‘Flavour’ customers will be interested in what special flavours the company offers that attracts their buyers. Another two important factors that affect the brand name are; ‘Ingredients’ and ‘Texture’
Consumers are also interested in the Ingredients the company offers, consumers like to be aware of what is special about the ice cream – ingredients create the ice cream. Another most important factor is Texture, some people prefer smooth & creamy or others prefer hard ice creams.
Analysis of Question 4
What improvements would you like to see made to luxury ice creams?
As this was an open question it is hard to analyse it, looking at it extremely gives us information about what special features we need in our Ice cream.
Consumers went for ‘extra toppings’ or suggested a mixture of flavours that they would prefer; extra toppings can be ‘sprinkles of chocolate’ ‘fruit bits’ that might go within the ice cream. Other suggested a mixture of different flavours such as Vanilla with light Chocolate around to make it taste good.
Some consumers were interested in Ice creams that were fat free (similar to low in sugar) everyone wants a healthy diet and too much sugar is also NOT beneficial for the body.
Analysis of Question 5
Well, after looking at the flavours, taste we also need to look out for the ‘Price’ how much are the consumers willing to pay for a tub of Ice Cream, if its too much customers will be put off, if its too little people won’t find it luxurious as well as less profit for the business.
Our next question on the questionnaire was ‘How much would you be prepared to pay for a 500ml Tub of Ice cream? ‘
Total was out of 47
As from the previous page we can see that the majority of the people are willing to pay £1.99 for a 500ml tub of luxury Ice Cream, by all means this is very less – less profitable for our company – but if the price is around £1.99 to £2.99 consumers will be happy. Not much people are willing to pay £3.99 for 500ml tub of ice cream. So at a price somewhere between £1.99 - £2.99 would be fair, that would mean more than three quarters of the people would be happy to pay between £1.99 to £2.99.
Analysis of Question 6
Now we need to find a suitable packaging material, which should be friendly within the environment as well as it efficient for us.
The question asked, When Purchasing ice cream what type of packaging would you prefer?
3 Alternatives
Analysis of Question 7
This question will tell us what consumers consider as an important factor If a new ice cream is introduced in the market.
This is what the results show:
As we can see that most people went for ‘New Flavours’ as an important factor, this tells us that customers want something totally new in the market. The chart shows how many people preferred new flavour as a important factor.
People even go for better ingredients and price – it all goes together as people want something new in the market, with good ingredients and they are willing to pay a reasonable amount If the flavour and ingredients are good.
Analysis of Question 8
Finally we need to know consumers ideal ice creams so we can try to produce something similar to their preferences. Evaluating Questions number 8 tells us that:
An analysis of question 8 confirmed that the majority of those questioned preferred a wider variety of flavours that currently still aren’t offered on the market.
Below is a list of some of the new flavours that could be brought into the market, based on the feedback from the questionnaires:
- Vanilla with different toppings
- Ice creams with syrup
- Ice creams with fruit bits
- Mixture of Ice Creams e.g. Vanilla + Strawberry + real fruit
Some suggestions to improve the quality of the overall product based on the feedback attained from the questionnaires:
- Ice creams that are rich and creamy
- Ice creams that are low in fat/less sugar content
A summary of the feedback suggested that there was a need for an ice cream that was new in terms of flavours, and something that was unique to our range.
Overall Analysis of Questionnaire
The idea of producing a high standard questionnaire was a wise Idea, this helped us thourourly through out the research to find the perfect ice for the our business.
- Starting from question one we found out how often people eat ice creams? This helped us think about how much ice creams we need to produce.
- Going to the second question which gave an Idea of what flavours people preferred to have this told us that Vanilla flavour would be the perfect flavour for an ice cream as it was proffered by a lot of people and produced by a lot of other ice cream companies.
- The third question told us about who are competitors are; clearly it was Haagen Dasz and Walls quite a few people chose their products as their proffered Ice cream, then we found out that flavour Is the major factor customers choose as we decided earlier on – Vanilla
- The fourth question told us we need to add some sort of a specialty to out product – so we decided to go for ‘Hazel nuts’
- The fifth question told us that we should price our 500ml Ice Cream at £2.79
Question 6 – we decided to sell out products on in plastic containers.
Taster Session
As from the questionnaire and class discussion we decided to have a taster session in class where various luxury ice creams were tested out.
Brand Include the following: Haagen Dazs, Ben n Jerry’s and GU, the major ice creams companies that are a successful business through out the UK.
The taster session gave us an Idea of what our product was going to be like; tasting various flavours of the ice creams gave us an idea that soft Vanilla flavour is the most exciting, that’s why most popular ice cream companies go for vanilla ice cream with various toppings.
Analysis of Focus Group Questions
It is very vital to analyse focus group questions, here will know what is out main focus of what we going to produce.
As of the gathered detailed from our focus group questions I can say that we have managed to get some good information about what our customers require as a Luxury Ice Cream.
1) Most of the common flavours preferred in their Ice cream are: Vanilla, Chocolate, and Strawberry etc…
2) As from the questionnaire people usually purchase their Ice Creams mainly from supermarkets as it cheaper. Other in summer people prefer to purchase Ice Creams from corner shops as it’s more convenient.
3) Here are some of our customer’s ideal Ice creams they might go for:
- Vanilla Ice Cream with Sprinkles
- Creamy white Ice Cream with bits of Chocolate and Hazelnuts
- Italian Ice Cream with Natural Coffee beans
- Chocolate Ice Cream with Chocolate Syrup with Chocolate Bits
4) Some suggestions on what makes them buy that specific Ice Cream:
- Some people prefer to buy that Specific Ice cause of the Ingredients
- Some people might buy the Ice because of the packaging (they might like the packaging to they might try out the Ice Cream
- Would it make you buy that Ice Cream cause of the Brand name e.g. Haagen Dazs
- Some people might buy an Ice Cream according to the Value (if customers are paying more they have a bigger portion)
5) Some improvements suggested for an Ice Cream were:
- Ice Creams that don’t melt quickly (by taking out any unnecessary of the salt)
- An ice cream that is not too sweet
- Quite cheap in price, good in value (e.g. size compared to price)
Our Objectives:
- An Ice cream ecstatically new to the market, Vanilla Ice Cream with Hazel nuts and Chocolate Syrup’ – no one will have this flavour.
- We will be using fresh Jersey Milk to make the high creamy, rich luxurious taste to our ice cream.
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Well after doing the questionnaire we have also found a competitive price of our Creamy Delight Ice Cream = £2.79 – Whereas Haagen Dasz / Ben n Jerry’s offers £3.99. We have priced it a bit cheap, but we guarantee this not affect the quality of the product.
- What’s our Unique Selling Point (USP) is that we are using Fresh Jersey Milk, aswell as a Chocolate Syrup in out Ice cream to give it that ideal taste.
- If these Beechdean’s decides to spend a little on advertising our last goal to of expanding Beechdean’s will come true.
S.W.O.T Analysis:
Strengths: Our strengths are; we are able to produce some of the creamiest Ice creams around, this is because Beechdean’s owns a herd of over 400 cows, and fresh milk is supplied daily. Beechdean’s uses fresh jersey organic milk that is an outstanding source as it is pure milk; it is not modified in any ways, this is what keeps our customers happy, because they want to keep up to a healthy diet.
Weaknesses: One of the factors that puts customers off, even if they are familiar with Beechdean’s is the fact that it is a regional company, which is based in the Chiltern Hills, this also means that the product are only distributed regionally, only to some superstores through out the area of Buckinghamshire. Another weakness about Beechdean’s is the fact that they do not advertise, people living in other parts of UK wouldn’t know if Beechdean’s really existed. If Beechdean’s decided to advertise, then they will raise good capital for their company.
Opportunities: Beechdean’s has a great opportunity to create an image in the market, if they take the opportunity to spend money on marketing – a form of advertising – then they will be able to promote their business, which means their will be more customers as well as more capital.
Threats: A few threats to Beechdean’s is the fact that they are a small business providing a range of exciting ice creams through out some parts of the UK. What is a threat to Beechdean’s is the Fact that they we face to quite a lot of competition, price / product wise. Haagen Dazs can produce a similar ice cream to Beechdean’s and they will be able to successfully put that product out in the market, as they are a well known business – they spend a huge amount on advertising.
Conclusion
In conclusion I can say that with the use of the Questionnaire and the focus group question we have been very successful choosing what ice cream we are going to produce.
The questionnaire gave us the outline to what our product is going to be like, and the focus group questions helped us provide a good outline to what’s is going to be like.
The market research told us where to promote our product, who will be our customers – what age group, and how much can afford to pay.
With the effective use of market research, questionnaires and focus groups we have come up with a wonderful product that will work in the market successfully.
Yatin Desai 12S
Unit 1:
Creating a Marketing Proposal
Ms Michaels
AO4
After doing extent research about Beechdean’s and various forms of marketing, promoting the product I have came to a conclusion that out marketing proposal as partly a success in creating space in the market for Ice Creams. We need to find out how successful was our proposal, how long will it stay on the market.
Some of the Good Points of our proposal
What was good about our proposal what that we identified some of the key features of out product, we explained in detail why we chose that certain flavour, why we chose that name and what special ingredients we used to produce a luxury ice cream.
We had undertaken primary research (in the form a questionnaire), this had been very useful for us because it gave us a clear understanding of what our product needs to be, what flavours are we going to use, what is the price going to be and what is the suitable packaging customers are interested in.
We also produced a picture of out product so in future if the product was to be produced the marketing department wouldn’t need to spend the time deciding how the ice pot will look. The pot featured a unique look – this was an advantage as of future customers could possible purchase the Ice Cream as of it’s packaging.
We included an S.W.O.T analysis in our presentation; this gave us an outline to what we are capable of doing and what are our constraints. We also found out that Haagen Dazs could be one of our close competitors.
Some of the Bad points of our Presentation
Our presentation had quite a few problems, one major issue was communication – our group had lack of communication with each other members of the group – we needed to work as a group through out this presentation but who was decided as a management was hardly attending class sessions so we were unable to manage everything on our own.
What was lacking about my part of the presentation was the fact that I didn’t speak loud and clearly through out the presentation – I felt a bit nervous as it was our first class presentation.
As a group we needed to go more into explaining all the parts of our presentation, we were all given different parts to read but we didn’t clearly explain them as the other groups did.
Apart from this, we were willing to answer any questions by other members of the class. One of questions was ‘Why are our Ice Creams priced so cheap’ this was a fair question, we decided to respond it by saying “as this is a new product in the market, customers would want something cheap if its their first buy – if our ice creams are priced really high straight through out the beginning customers will get put off this and in future if this product is doing well in the market we can always increase the price”.
Success of our Marketing Objectives
I have a good feeling that our marketing objectives are going to be fulfilled, we will provide a really nice and caring customer services that will take care of all customers – we will employ staff’s that are excellent dealing with customers, our staff will provide an excellent service.
We will try to face our competition will produce a product better than what Haagen Dazs offers; we will try our best to produce products better then all our competitors.
We have also found out our customer needs, we fulfilled them by producing and ice cream based on your public questionnaire, we wanted to produce ice creams based on what our customers want, we found out all this information through out the use of a successful questionnaire.
Our special features meet our specification, we will provide fresh jersey milked ice creams to our customers – organic products suit our customers the most.
However our constraints will need some time to be fulfilled, because we will need to successfully market our product in future, we can create another branch of our company and make more superstores have our products available – this is still one of our goals, it will be fulfilled some time.
Product life cycle
The product life cycle shows the life cycle of a normal product in the market, but as we see that the product is no longer wanted in the market we will reduce the prices of our Ice Creams to £2.49 (as you can see in the Red –the product doesn’t go to decline it still picks up growth after its reduction in price) our customers will still b happy with our product after a reduction in price.
We will try to sustain public interest in our ice creams by offering them special offers and discounts to keep them happy. If we do feel the product is getting declined over time, we might think of modifying the ice cream.
I think our market proposal is a success, we have meet all our customers needs and wants that’s what will keep our business running. We have provided an ecstatically pleasing luxury ice cream integrated within our customers requirements. Our Ice creams will offer a great taste, luxury and a mouth watering flavour. We have used all sorts of marketing strategies in this proposal to make our product a success in the market. We shall provide excellent quality and excellent customer service to great all our customers.
We will be able to produce an image to the market; our products are similar to other ice creams so there is no reason why we will not be able to enter the market. The quality we offer is also very great.