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MARK5015
Marketing Management
Marketing Plan
(Insert brand here)

Semester 1 2021-22
Student Number (Please insert)

Contents
Contents………………………………………………………………………………………………2
Introduction
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4
Assumptions
...
6
Objectives and Strategies
...
8
Review and measurement
...
10
AppendiX 1
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Stephen was careful about the effects of food, especially sugar, on children's health and sought to
treat his children with chocolate bars that are free from sugar, dairy, and gluten
...
Pure heavenly has developed a positive brand
image among its clients with a rating of 4
...
While the company has a high customer satisfaction rate, it is relatively
small in the market compared to brands like Cadbury Dairy Milk, Galaxy, and Maltesers
...

This marketing plan aims at establishing how Pure Heavenly can develop its brand and strengthen
its position in the market within five years
...
This plan outlines the objectives and strategies to help address these objectives
...
This marketing plan will have a personal reflection highlighting the role of the
author in the module
...


CSR


Profile (free

Strong subscription



Only available



High rate of failure

online

marketing)


The unsuccessful

during start-ups

concept
Opportunities


Threats
Early to the market



Large competing

allows a lead on potential future

companies can replicate the

competitors

concept with a higher budget and



Special

offers/promotions are more

monopolise the market
...
One of the company's key strengths is its subscription

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concept and pricing strategy
...

Pure Heavenly is a relatively small company whose operations are primarily online
...
Being
successful in the industry will require the company to enhance its online presence
and outperform competitors
...
Li et al
...
Ease of
navigation is one of the key strategies that encourage customers to make a
purchase
...
The company is highly
dependent on customer purchase, and inflation results in an increase in product
prices, changing customer buying behaviour
...
com, 2019)
...
These companies include HiP Chocolate, Love Raw,
Divine Chocolate, and Coraboo
...
Alternatively,
the company could develop new products to attract new customers by offering its customers
a wide range of products
...
16% of Great Britain's population were identified as vegan (Statista, 2021)
...
Additionally, in 2019
the most common demographic group following a vegan diet was 18 to 34 your old females
(Statista, 2021)
...
On top of this, their web
site's theme and colours, and products seem to be aimed at the female market
...

As pure heavenly markets themselves on being ethical and environmentally friendly, this will
likely attract more female consumers than males
...
When reviewing all this
information Pure Heavenly's targeted consumer is a vegan who cares about their health as
well as the environment and ethical practices
...


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OBJECTIVES AND STRATEGIES
1) Increase brand awareness to 1,000,000 people within one year
Achieving greater brand awareness requires taking a different advertising approach
that will reach a larger target population
...
According to
Castronovo and Huang (2012), a successful awareness campaign can be measured
by increased followers in social media and increased website traffic, which translates
to more purchases
...
More traffic translates to more purchases as
Pure Heavenly makes its sales online
...

Currently, Pure Heavenly is available on its website, Instagram, Amazon, and Sweet
Victory Products Limited
...
Additionally, the company needs to
consider introducing the product on offline retail platforms such as supermarkets and
stockists as they help increase sales (Escamilla, Fransoo, and Tang, 2021)
...

Introducing them in the supermarkets will increase sales and access to a more
extensive customer base
...
(2015) The product's
availability in the supermarkets also enhances brand awareness of the product with a
possible nationwide coverage
...
The 4Ps are key elements in goods or
service marketing
...
The product is made using no palm oil, making it less impactful on the
environment than most chocolates in the market (PureHeavenly, 2021)
...
Their flavours are new and
unique and have a wide range of tastes
...
Pure heavenly additionally sell vegan cookie
dough and vegan fudge (Pure Heavenly, 2021)
PRICE
Pure Heavenly have a range of products and a range of Prices to go with it
...
90 and £1
...
They also sell their standard 85-gram bar for £3
...
Other multipacks and monthly subscription-based are also sold
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50 consists of 8 bars
- ultimate packs are £20
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20 consists of 24 bars
(PureHeavenly, 2021)
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Monthly Subscriptions
- 4 pack subscription for £14
...
95
- 12 pack subscription for £37
...

According to Beneke et al
...
Kukar-Kinney, Ridgway, and Monroe (2012) added that pricing
has a significant impact on the quality of a product
...
Pure Heavenly does not have
significant health hazards, and its pricing is reasonable, and clients are likely to accept the
current price as reasonable
...
Pure Heavenly is
sold online
...
The promotional schemes also lead consumers to purchase through their
website
...

Amazon
A range of Pure Heavenly Chocolate can also be found on Amazon
...
50 on Amazon and £20
...

Sweet Victory Products LTD
A similar rage to Amazon is also sold on the Sweet Victory Products LTD website, which is a
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site specifically for selling health-conscious confectionery products
...
45, whereas on Pure
Heavenly, they are sold for £3
...

Pure Heavenly needs to increase its product accessibility by expanding the retail
opportunities on online and offline platforms
...
Therefore, introducing
stockists and increasing the product in the supermarkets will help increase sales and
enhance access to a more extensive customer base
...

PROMOTION
Discounts
Pure Heavenly uses many types of promotions to advertise its products and to increase
market share
...
Taster
packs consist of 8 30-gram bars that are usually priced at £12
...
Pure heavenly have
reduced this to £9
...
This is to entice people to purchase the goods
through their website, not a 3rd party platform like amazon (PureHeavenly, 2021)
...

Consumers can earn points by:
- following Pure Heavenly on Instagram, Facebook, or Twitter
- referring friends
- joining the mailing list
- purchasing goods from the website
- creating an account
After receiving the points, consumers can redeem them and for gift vouchers for Pure
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Heavenly or receive discounts off purchases
...

Ambassador club
The ambassador club is where Pure Heavenly customers can sign up and use their social
media to promote Pure Heavenly
...

Social Media Presence
Pure Heavenly use all types of social media to promote their brand
...

This is key to their promotion as many of their target market is going on social media
multiple times a day (PureHeavenly, 2021)
...

However, it is the primary strategy that will allow the company to reach a bigger audience
over a short time
...
Pure Heavenly can employ outdoor advertising strategies like
buses and bus shelters that may reach a significantly high target population
...

Most of the Pure Heavenly target clients use social media, making it a pivotal tool to create
awareness about the product
...
YouTube is also a reliable advertising tool
that the company can use to create vlogs and make attractive videos to attract more clients
...


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REVIEW AND MEASUREMENT
To achieve the objectives, several aspects need to be monitored at different levels to ensure
that the employed strategies are successful
...
Firstly, regular monitoring and measurement of the company's website
traffic and the "Pure Heavenly" search engine entrants will be measured using the google
analytics tool
...
The number of followers can be gauged to
determine whether the target for each year has been achieved
...

Regular monitoring of the sales figures will provide an accurate reflection of how the product
is selling (Babin and Zikmund, 2015)
...
This can happen annually, bi-annually, or quarterly
...
Customer feedback is the next key element that needs to be monitored as it
provides an overview of where the company needs to improve to enhance customer
satisfaction
...
Sites such as Amazon
provide clients with a space to rate products after purchase, and this can be used to
determine their feelings towards the product
...
[online] Available at: [Accessed 13 November
2021]
...
J
...
G
...
 Exploring marketing research
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Castronovo, C
...
, 2012
...
 Journal of marketing development and competitiveness, 6(1),
pp
...

Chron (2019) 5 Different Types of Market Systems
...
chron
...
html
(Accessed 14 November 2021)
...
, 2012
...
John Wiley & Sons
...
K
...
and Jeyakumar, S
...
 Marketing management
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Escamilla, R
...
C
...
S
...
Improving agility, adaptability, alignment,
accessibility, and affordability in nanostore supply chains
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676-688
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, Bird, J
...
, 2013
...
 Personal and Ubiquitous
Computing, 17(6), pp
...

Kukar-Kinney, M
...
M
...
B
...
The role of price in the behavior
and purchase decisions of compulsive buyers
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63-71
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, Zhu, M
...
and Li, Z
...
Pricing policies of a competitive dual-channel
green supply chain
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2029-2042
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UK women try to live more ethically than men
...
Available at:
[Accessed 15 November 2021]
...
2021
...

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[online] Available at: ...

Rischke, R
...
C
...
and Qaim, M
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Supermarkets and food
consumption patterns: The case of small towns in Kenya
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9-21
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and SuganthaLakshmi, T
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Social media marketing
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4444-4451
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and Butt, H
...
Online businesses and influence of e-marketing on customer
satisfaction
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86-90
...
Adults following vegan diet by gender GB 2019 | Statista
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Available at: [Accessed 15 November 2021]
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Pure heavenly ltd
...
com (trustpilot

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Title: Marketing Plan
Description: Pure Heavenly marketing plan

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