Marketing Plan
¨ What products/services will the store carry?
¨ Are they needs/wants?
¨ Why did you decide on these products?
¨ What will you name the store?
 What is your marketing plan for the store (4 P’s)
The product that we will be sell is cookies. It is classified as a want. We, the Ultimate Cookies, have
decided on this product because a portion of the population of North Park Secondary School wanted
to buy cookies at the commons corner store. The name of the commons corner store is The Ultimate
Cookies.
Introduction/ Problem or purpose Statement:
The purpose of this market plan is to achieve our company a contract with the North Park Commons Corner
Store to sell cookies.
Background/ Current Situation:
North Park Secondary School is located at 10 North Park Dr, Brampton, ON. This school was opened the year
of 1978. The commons corner store is located within the school near the cafeteria and the main office. The
commons is the area that the students of North Park hang out before school, school and during their lunches.
There is a special program in North Park Secondary School called the International Business and Technology
which began during the years of 2005 until today.
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b.
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d.
e.
f.
Population (by grade): 1386
Grade 9: 381 (27.4%)
Grade 10:353 (25.4%)
Grade 11:347 (25%)
Grade 12:280 (20%)
Grade 13: 6 (0.04%)
Special programs
IBT program (International Business and Technology)
Administrators (Principal)
Principal: Mr. Geale
Vice- principal: Mr. Remtulla
Vice- principal: Ms. Kipfer
Renovation (building)
There are 20 portable in the back of the school
The right wing of the school is currently in construction.
Currently used for...
The Common’s Corner Store is infrequently used for selling dance tickets and etc...
Feeders school (elementary school)
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Hanover Public School
Hilldale Public School
Massey Street Public School
Russell D. Barber Public School
Williams Parkway Sr. Public School
Discussion:
What are the current needs or wants of the school?
The current wants of the school depends on the money that the students and the staff of North Park
Secondary School are willing and able to spend. The current wants of the school population is a large cookie
for once a week. Most of our customers are willing to buy cookies once a week in comparison to buy a cookie
for more than once. Also most of the customers are willing to buy a large cookie rather than a small or
medium sized cookie.
How much the students are willing and able to spend on goods or services?
The amount of money that the students and the staff of North Park Secondary School are willing and able to
spend depends on the result from the survey. As a result of the survey, the students are willing and able to
spend$ 0.25 for a small cookie, $0.50 for a medium sized cookie and $1.00 for a large cookie.
What type of advertisement is more effective for students?
An advertisement that is more effective for students is posters because most students look at the posters on
the school wall while they are walking from one class to the next. Another type of advertisement that is
effective for the students of North Park is advertisement during the announcements because the students are
usually listening to the announcements to know what is type of events are occurring in the school. Finally, the
last type of advertisement that the Ultimate Cookies will use is flyer that the students will receive with their
reports card and other important letters.
Describe the type of customer that is best suited for this product at the school?
The types of customers that are best suited for this product at North Park Secondary School are all of the
students and all of the facility members. They are best suited for this product because they are in the school at
the times that the school is opened and operating. They are also well suited for the cookies because, according
to our survey, most people will enjoy our product and are willing and able to spend the money on our
product.
Estimate projected consumer demand
The projected consumer demand is a large cookie once a week.
Estimate sales for the product or service based on school size, market demand, and competition
The estimated sales for the cookies based on the school size, marketing demand and competitions is that we should be
able to sell 2813 small cookies, 1364 medium sized cookies and 882 large cookies in one month according to the
percentages of students that are willing and able to buy cookie and the different sized cookies.
What potential problems that may arise from the marketing the product in school?
There are two potential problems that may arise from the marketing the cookies in the North Park Commons
Corner Store. One of the potential problems that may arise from marketing the cookies is that the cafeteria
would be a competition for cookie selling. This will cause our competition, the cafeteria, to sell their product
for less with other advantages. The other potential problem that will arise from marketing in the school is
that there will not be any selling during the weeks that the school closes. The school being closed during the
holiday affects our sales of the product because we will not be able to make our usual profit.
Recommendation:
Product
“The Ultimate Cookies” is a company that is willing to have a contract signed with North Park Secondary
School to sell product for the students and facility members in the Commons Corner Store at North Park
Secondary School. The purpose of the Ultimate Cookies is to sell cookies of varieties and sizes in the
Commons Corner Store to the entire population of North Park.
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Product Feature
1) The cost of the cookies is cheap- The cookies that “the Ultimate Cookies” will be selling
are cheaper than the cookies that are already being served in the school cafeteria.
2) There are a variety of cookies- The cookies that the “the Ultimate Cookies” will be selling
to the body members of the school are different and unique in design and flavour wise.
There are chocolate chip cookies, double chocolate cookies and the white chocolate
macadamia nut cookies.
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3) There are different sizes of cookies- The cookies that “the Ultimate Cookies” will be
selling at North Park Secondary School are in three different sizes: small, medium and
large.
Product differentiation
1) The cookies are freshly baked- The cookies that “the Ultimate Cookies” will be selling are
freshly baked every morning and out of the oven. They will be kept warm and fresh in
the commons corner store.
2) There is less chance of running out of supplies- The cookies that “ the Ultimate Cookies”
will be selling are always prepared for the entire week and will never run short on
cookies or other supplies.
Promotion: What method will be used to promote the item?
The methods that will be use to promote the cookies from “The Ultimate Cookies” include advertisement
during the announcements, flyers that will be sent in any important letter to the students such as report cards
and poster along the walls of the school. For more promotion, we will be giving samples of our different
varieties of cookies to any of the student body and the facility members. We will also go to different home
room classes and inform the students and the teachers about the new product that will be sold in the
commons corner store in their school. We are also going to take surveys in each home room classes after
about one month of sales to see the amount of people having the knowledge about our product and the
amount of people purchasing our product.
Price: What will the selling price of the product be? Will there be promotional or premium pricing?
The selling price of the cookies will varies depending on the size of the cookies because we will be producing
cookies in small, medium and large cookies. The price of a small cookie is 70 cent. The price of the medium
sized cookie is $1.00 and the price of a large cookie is $1.50. There will be promotional pricing because we
are not the only people selling cookies and our cookies do not have a big enough differentiation from our
competition to charge a premium pricing.
Place:
The channel of distribution used by the Ultimate Cookies to sell cookies to the students of North Park
Secondary School is producers to consumers. The cookies that we, the Ultimate Cookies, will be selling are
fresh from the oven directly to the consumers. The location of the store, the commons corner store, is in
North Park Secondary School between the cafeteria and main office in the area called the commons.
Conclusion:
In conclusion this marketing plan is for Ultimate Cookies to obtain a contract to sell cookies at the North Park
Commons Corner Store. We are willing and able to sell cookies to the population of North Park Secondary
School with high qualities for a low price. The commons corner store will in operation September 2011,
during the period three and period four for the entire population of North Park Secondary School.
Bibliography
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Current Situation
board, peel district. http://www.peelschools.org/ (accessed Dec, 2009).
Supply
1) Grocerygateway.com. Longo Brothers Fruit Markets Inc, 2008. Web. 17 Dec. 2009.
<http://www.grocerygateway.com/>.
2) EBay. EBay Inc, 2008. Web. 17 Dec. 2009. <http://www.ebay.ca/>.
Description of the Store:
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The store that the Ultimate Cookies are going to be selling our cookies at is called the
Commons Corner Store which is located in a school known as North Park Secondary School.
The store is between the main office and the cafeteria in an area called the Commons. This is
where all the students hang out before school, after school and during their lunches.
Target Market:
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The target market for the Ultimate Cookies is the populations of the school, North Park
Secondary School. There are about 1386 students and more than 109 staff members in
North Park Secondary School. They are the Ultimate Cookies target market because they are
in the school from the start to the end of school. Also they are willing and able to spend
money for cookies for at least once a week.
Marketing Research:
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The Marketing research for the Ultimate Cookies includes the electronic and written survey
and the research on the internet for the current and background information on North Park
Secondary School. Both the written and the electronic survey had five questions. The first
question is ‘how often would you buy cookies from the common’s corner store?’ The second
question that was on the survey is ‘what sized cookie would you buy?’ The other question on
the survey is ‘what would you pay for the small sized cookie?’ The next question is ‘what
would you pay for a medium sized cookie?’ The finally question on the survey is ‘what would
you pay for a large sized cookie?’ The research on the internet for the current and
background information on North Park Secondary School was found all on the peel district
school board site.
Competition:
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There is only one competition for the Ultimate Cookies. The competition is the cafeteria of
North Park Secondary School. The cafeteria already serves cookies and we will sell cookies
that are bigger and for less compared to the cafeteria.
The Challenges that your business will face:
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There are many challenges that our business, the Ultimate Cookies, will face. This include
there being no sales during the months of July and August due to summer vacations. There
will also be other holidays, when the students and the facility members will not be in the
school. Another challenge is that there are some half days in North Park Secondary School
causing most of the student body and the facility members to not buy anything at those
times.
There is a challenge that our company may face. It is that our competition might reduce their
prices on cookies and increase other prices, so they will still make the same amount of profit.
This will challenge our business of selling cookies because our cookies will be expense
compared to the cafeteria. This challenge may cause the Ultimate Cookies to lose all of our
customers.
Reactions of Competitors:
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The reactions of the competitors, in our case the cafeteria, will try to take their customers
back. One of the possible methods for the cafeteria to attract the population of the school is
by giving offers such if you buy for more than $7 you will get a free cookie. The other
possible reaction of the cafeteria would be to lower their prices for the cookies and raise
their prices for the other products in the cafe and still make the same amount of profit.