Marketing Plan
Jessica Lindsay
Amber Letford
Greg Ramage
Ross Penman
Page 1
Mark Paterson
Page 2
CONTENTS
INTRODUCTION
4
PRODUCT RANGE
4
TARGET MARKET
4
PRODUCT RANGE
4
PRICE
5
PLACE
5
PACKAGING
5
PROMOTION
6
EVALUATION
6
EXECUTIVE SUMMARY
7
Page 3
Introduction
We aim to create a new range of products called Mackie’s Junior. We feel
that this segment of the market is overlooked and could potentially be a
success. Our objective is to maximise sales and therefore profit.
Product Range
Our product is a unique form of ice cream because we have researched our
product and believe that children want an ice cream that will change the
colour of their tongues. We have created 3 flavours for our sorbet range that
we believe can compete with the best products available such as Ben and
Jerry’s.
Our flavours are Cherry, Blueberry and Apple all these flavour have a small
sour flavour to make the experience of tasting Mackie’s the best possible.
Target Market
Our ice cream will be aimed at children and will be called “Mackie’s Junior”.
There are 10 million children the UK aged between 0 and 14. This will be our
target market.
However, the product will be available to any demographic. The ice cream
market in the UK is estimated to be worth slightly in excess of £1bn (at retail
selling prices) in 1997. Just less than 60 percent of this market is represented
by the take-home sector (i.e. where the product is purchased from a retail
outlet for later consumption).
We feel that these figures will benefit us as “pester power” can become a
prominent feature of our marketing strategy. For example children in
supermarkets may encourage and persuade parents to purchase the product
we are selling.
Product Range
The product range itself is a selection of sorbets in assorted flavours. The
flavours on offer are cherry, blueberry and apple. The sorbets will also have
the USP of changing the colour of the consumer’s tongue and having a sour
yet sweet taste. Both of these factors have previously seen to be appealing to
children in the confectionery industry.
Page 4
Price
Our retail price is £3.80 but we plan to use promotional pricing to boost sales
to begin with. This may involve a buy one get one free offer or a percentage
extra free offer. Competitors such as Ben and Jerry’s are selling similar
quantities of ice cream at a price of £3.99, and so we intend to sell at better
value for money.
Place
Our product range will be sold in most usual places that most Mackie’s
products are sold. These include supermarkets such as Tesco, Asda,
Morrisons etc. We will also be selling to smaller independent retailers.
Packaging
We have decided to create a different type of packaging from the original
Mackie’s ice cream as we feel we will attract more of our target market with
our new range. We have decided to go with three different types of packaging
that will give parents and children opportunities to have different sizes of tubs
and also the chance to taste our new range.





We have our 150ml tub and this will be created so that it can be eaten
when on the move, playing with friends, basically anywhere.
Convenience will be aided with a spoon in the lid. We have decided to
have a special 3 packs and this will contain one each of our magical
flavours that will retail at £3.80 and our single will be retailed at £1.30.
Our 250ml tub is made for sharing and keeping in the freezer. It will just
be a scale model of the smaller tub but will not contain a spoon in the
lid.
Our biggest tub is a 1litre tub and this is for our bigger family market
and this will also be packaged the same as the 250ml tub but will be
larger.
On all these 3 packages we will still have the Mackie’s logo to
represent the company.
The colour scheme of our tubs will be classic buttermilk/yellow with
bright blue writing saying “Mackie’s Junior”. There will be a coloured
box containing the flavour above this. This colour will vary with regards
to the flavour. Red/pink for cherry, green for apple and blue for
blueberry. We feel these bright colours will attract kids while the neutral
buttermilk will attract parents.
Page 5
Promotion
The new range will be promoted by using the following methods;
 Point of sale display
 Test marketing
 Hall test in Supermarkets
 Advertising
We want to reach to juniors up to the age of 16 but we also want to reach
adults so they choose to buy our range of Mackie’s for their children. We
want to target them while they are at their house through radio advertising and
also television advertising. We will also try to grab their attention by making
our packaging stand out in our retailer’s stores through and hopefully the
stores will situate our project on an eye line shelf so it has a better chance of
competing.
The vibrant colour of our packaging will attract people to look at the product
and hopefully buy it. We are also offering eco friendly packaging this will
attract those people who like to recycle and keep the planet clean. Our
product is unique to other sorbet ranges by other companies because
Mackie’s junior is the only sorbet or ice cream range that changes your child’s
tongue a different colour and our aim is to create this product without using
artificial colours if possible.
Evaluation
We feel that our price is the best possible price to compete with our
competitors. We have carried out desk research (using the internet) and
examined closely competitors products and prices. We have then tried to
come up with a unique range. We have examined the current product range
Mackies provide. To ensure success, sales of the product have to be
monitored.
Page 6
Executive Summary
Our product Mackies Junior is an innovative and new product range
made up of 3 flavoured sorbets: Apple, blueberry and cherry. Our
range can be increased by adding new flavours, so more people can
enjoy the great taste.
Our packaging The colour scheme of our tubs will be classic
buttermilk/yellow with bright blue writing saying “Mackie’s Junior”.
There will be a coloured box containing the flavour above this. This
colour will vary with regards to the flavour. Red/pink for cherry, green
for apple and blue for blueberry. We feel these bright colours will attract
kids while the neutral buttermilk will attract parents. We will also place
cartoons or games on the back of the tubs.
Our retail price is £3.80 but we plan to use promotional pricing to boost
sales to begin with. This may involve a buy one get one free offer or a
percentage extra free offer. Competitors such as Ben and Jerry’s are
selling similar quantities of ice cream at a price of £3.99, and so we
intend to sell at better value for money.
The product will be sold in the same place as other Mackies products.
We do feel that it could also be sold at cinemas.
The new range will be promoted by using the following methods;

Point of sale display posters

Test marketing

Hall test in Supermarkets

Advertising

Buy one get one free
Page 7