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As the Marketing Manager of this ice cream firm, CALMOR, I have written this report detailing the marketing strategy for the launching and selling of a new ice cream

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- Introduction As the Marketing Manager of this ice cream firm, CALMOR, I have written this report detailing the marketing strategy for the launching and selling of a new ice cream containing liqueur, as the ice cream liqueur would contain at least 6% alcohol, there are restrictions as to where it can be sold. With a budget of �5 million, I have also detailed where this budget is to be allocated. Located within the Appendix are the mind maps and action plans that I have produced to help me follow the principles of marketing in investigating, launching, and selling liqueur ice creams. Marketing and marketing research affects the choice of the marketing strategy used because it is the results that the marketing research has produced that will guide me as to what is the best ways in which to get the product onto and made a success of in the marketplace. Also so that we can ascertain the best marketing mix that would apply to the product to be launched. C1 The Marketing Strategy requires Research to find out: * Customer Requirements - Is there a market for liqueur ice creams? * The Right Products to Develop to Meet Customer Needs - Which liqueurs would the consumer's prefer/buy the most? Which product variation is preferred? * How to Position the Product in Relation to Other Products - Where to sell/to whom? * The Right Marketing Mix - Is the product right?, Is it sold in the right places?, At the right price?, Is the product promoted in the right places to get maximum exposure to potential customers? This would also include the suitability of the marketing and launching of the product. The acceptability of the product, whether the risk of launching this product is acceptable to the company. The feasibility of whether the product will work within the existing ice cream market. In order to successfully launch and market this product, primary and secondary research needs to be conducted. ...read more.


The figures that were retrieved about the interest rates were obtained from The Bank of England Website, these figures are valid, as it is the Bank of England that sets the rates and they are up-to-date. The last entry being October 2003. The research that was retrieved about the laws governing the times and places that alcoholic substances can be sold was obtained from a government website. This information is valid as these laws have been implemented since 1964 and have been recently reviewed (Licensing Act 2003). The information that was retrieved about the excise and duty is reliable as it came from The HM Customs and Excise website. The Marketing Mix E3 The marketing mix (4p's) that would be used to launch and run the project has been dictated by the results of the questionnaires and would entail the following; All outlets to be informed of product launch by Easter, Aim to have product recognition one month after launch, and 500,000 products to be sold nation-wide within six months of launch date. The Launch date should be set for the end of May, to coincide with the start of good weather (hopefully the British summer will oblige). Distribution of the product should be completed to all outlets by the launch date. Product The product that should be made and launched is the Bailey flavoured liqueur ice cream, (if a second flavour were to be launched at the same time or in the future then the Tia Maria flavour should be done). The branding that the product would have is the company brand name, as it is already an established and trusted name. The packaging and labelling should have the feel of luxury and also have a warning that only over eighteen's may purchase the product. Price The price to be charged for the lolly that would be cost effective and reasonable would be �1.99. ...read more.


** *? ? *? ? Problem Children (Question Marks) ?????? Cash Cows Dogs As we are launching a new product, we have a problem child, we want the product to turn into a star and then a cash cow, and stay level at this point. The Ansoff Matrix developed by Igor Ansoff suggests five alternative marketing strategies that hinge on whether the product is new or existing and whether the market is new or existing. These strategies are; Consolidation- This implies a positive and active defence of existing products in existing markets. Market Penetration- This is a further penetration of existing markets with existing products. This involves a strategy of increasing market share within existing segments and markets. Product Development- This is the development of new products for existing markets. Market Development- This is using existing products and discovering new markets for them. Better targeting, market research and further segmentation will identify these markets. Diversification- This will lead to a move away from core activities. A totally different venture to what the company normally does. The Ansoff Matrix Market? Product? Existing Products New Products Existing Markets Consolidation Market Penetration Product Development New Markets Market Development Diversification Our product will use the Product Development aspect of the Ansoff Matrix, as it is a new product being introduced into an existing market. Summary of Marketing Strategy A4 To summarise my whole marketing Strategy, research was carried out and the results were analysed so that I could then ascertain what the best way would be in which to apply these results to successfully launch and promote this product. Firstly the primary research was conducted. This was the division of questions relevant to the product that we are marketing. Within the questionnaires were questions to ascertain the Customer Requirements, the questions asked whether there actually would be a market for the product that we are proposing to launch. Questions were also needed to find out what The Right Product to Develop to Meet Customer Needs would be. ...read more.

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