Marketing Strategy and Plan Different Types

Question: Discuss about the Marketing Strategy and Plan Different Types. Answer: Introduction: Markets usually consist of different types of buyers and their demands (Sharma and Lambert 2013). Market segmentation is thus needed to be structured to segregate the target market. The company is introducing three new flavours of Ice Cream in Singapore market. Based on the target customers, the market segmentation of Ben Jerry is presented further: Ben Jerry Company has launched the three new flavours of the Ice Creams that are mainly focusing on the target group of customers who are much health conscious. The flavours contain low fat and low sugar. Therefore, the people from all age group can purchase these Ice Creams. The company is focusing on targeting the customers who belong to the high income group. The Ice Cream flavours include different organic ingredients with proper healthy diets. Hence, the price of these ice creams is quite high. People from high income group tend to spend more money on such luxurious desserts. Hence, the high income group would be preferable for selecting the target customers. Behavioural These new flavoured Ice Creams will be distributed among the people who consume the organic and healthier diet in their daily lives. The flavours are added by concentrating on the demands of natural and organic ingredients. People prefer the low fat and low sugar with proportionate natural and organic food ingredients. Therefore, the three flavours of Ice Cream are prepared by keeping focus on such demands. Moreover, the company is also focusing on the segmentation of the people by ensuring the education level. The people who have the knowledge about the importance of healthy diet would prefer these flavours more. Ben Jerry is thus targeting those customers who are better educated and understand the value of the healthy ingredients. 7ps of Marketing Mix Marketing is the evolving discipline followed by the business companies to strengthen the competitive position. The 7Ps of Marketing Mix ensures the different sections that are to be focused during the launch of new products (Luo, Roach and Jiratchot 2016). Ben Jerry even requires concentrating on such sections while opening three outlets in the prime location of Singapore market. The product is the basic component of a marketing mix strategy (Khan 2014). Ben Jerry is going to open three outlets of different flavoured Ice Creams. The people in the Singapore prefer the healthy food ingredients mostly. These flavours are thus made by adding the natural and organic food ingredients with low fat and low sugar. The product is launched for the people who are willing to spend the money on such Ice Cream products with healthy ingredients. Selection of the proper place is necessary for each of the business companies. It is necessary to select a place where the customers are available (Durkin Howcroft and Fairless 2016). Therefore, the Ice Cream product will be launched in the prime location of Singapore. In this location, the majority of the supermarkets, restaurant chains and shopping markets are available where the customers spend their quality time. Moreover, these flavoured Ice Creams will be available in the amusement parks and other ice parlours as well. Selection of the justified pricing structure is essential for launching a new product (Trainor, Krush and Agnihotri 2013). Ben Jerry has set the target group with a high income rate. The target customers are the people who can spend the justified amount on consuming such low fat and low sugar Ice Creams. The price of the Ice Cream is quite expensive since it includes more investments to prepare the flavoured desserts by adding healthy ingredients. The promotional activity is the major platform to draw the attention for the customers and make them aware of the newly launched products (Orozco 2016). In order to launch the new flavoured Ice Creams, Ben Jerry needs to take several promotional strategies. The visual presentation at the supermarket area would be much preferable to make people aware of the health approaches. Broadcasting through the television, internet sites, pamphlets, and hoardings are also quite effective promotional strategies. The company may offer discounts for first few customers. Merger with the restaurant chain would be preferable for the company to promote the new products among the people. People or the target groups are the major concern for a marketing plan Romeo, J.R. and (Dodds 2015). Ben Jerry has decided to offer the flavoured Ice Cream with low fat and low sugar. Hence, people who are much health conscious and from different age group can opt for such desserts. On the other hand, the mixture of the healthy ingredients costs much due to which the company even needs to keep the price higher. Therefore, the people from the high income rate are supposedly the major target customers for the products launched by Ben Jerry. The consumers even much concerned about the delivery services of the products. While launching the new products, it is necessary to keep focus on the proper process of distributing the products (Morrison and Humlen 2015). The supermarket area, the amusement parks, or the shopping areas are the most preferable places where the people can visit Ice Cream Parlours and select their Ice Cream Flavours. The Ice Cream scoops will be used to distribute the products to the customers. The proper presentation of the Ice Cream is needed to be attractive enough to the customers. Physical Evidence Almost each of the products signifies the particular physical evidence. It generally determines the significance of the products that will benefit the customers. The product launch process has to keep the focus on such concerns more specifically. However, Ben Jerry has introduced the three new flavoured Ice Creams that are one the most preferable desserts for people. While preparing the Ice Cream flavours, the company has focused on the concerns of health conscious people in Singapore. The ingredients are thus selected accordingly. These three flavours of Ice Cream contain low sugar and low fat, which are quite healthy for the people who are much conscious about their health. The people who consume the natural and organic foods can also taste these Ice Creams. The Ice Cream producers would give the assurance of a healthy diet. Hence, while launching the new products in the market, it is necessary to concentrate on these concerns. The above marketing mix analysis is providing the in-depth ideas about the method of achieving competitive advantage. The maintenance of these concerns would be preferable to strengthen the competitive position in a market. Moreover, it will be helpful enough in initiating the future sustainability plan as well. Competitive Advantage It is necessary for the company to keep the focus on the unique strategy implementation procedure. Ben Jerry requires concentrating on the effective promotional process that will generate more supports from the target customers. Many people avoid Ice Cream products due to high fat and high calories. However, these flavours are completely fat free and sugar free. The healthier approaches are thus needed to be informed to the people. Broadcasting the products through the events and advertisement media would be beneficial enough to convey the messages to the customers. Accordingly, the company would be able to achieve the competitive advantage. References Durkin, M., Howcroft, B. and Fairless, C., 2016. 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