Intermediate II and Higher Business Management Class

MARKETING SOCIETY SCHOOL AWARD

INVERCLYDE ACADEMY, GREENOCK

Intermediate II and Higher Business Management Class

PRESENTS…..

MACKIE’SMARKETING PLAN

MACKIE'S vision is to be a global brand from the greenest company in Britain created by people having fun and with this in mind, Inverclyde Academy’s ‘Finest’ wish to propose a marketing plan

The PRODUCT

We propose that Mackie’s introduce four new flavours linked with four jungle animals. Let us explain:

The Tiger Tub – a delicious combination of chocolate and orange, echoing the vivid colours of the beast!

Zebra – Vanilla and chocolate chip. Yum!

Funky Frog – Mint flavour. Ribbitt!

Monkey – Banana flavour –what else?!

All of the above would be presented in tubs so colourful they will jump off the shelves at you. Each little tub would contain a plastic spoon in the shape of its ‘animal’, all of which are very collectable and reusable at home. Each little tub would contain fascinating facts about their ‘beast’. Educational too!! How could you not collect The Family Jungle?

Fascinating facts to add to the tubs about our jungle animals could include:

Tiger – Most tigers have more than 100 stripes

No two tigers have the same stripes

A tiger’s roar can be heard from over one mile away

Zebra – Some zebras have brown stripes

Zebras have good night vision (must be all that ice cream!)

Frog – Frogs can leap 50 times their own body length

Frogs can change colour between night and day

Monkey – The baboon is the largest monkey

There are 125 different species

The male ‘Howler’ monkey is the loudest land animal in the world and can be heard up to 10 miles away (eat your heart out Mr Tiger!)

The cinematic world is full of cartoon animal characters right now and our idea would fit very well with that current interest.

Enhancing the quality products already offered by Mackie’s, these newly packaged flavours further highlight what we all know – Mackie’s produce the best ice cream! This new product will appeal to children all over the world with its global appeal of jungle animals thus meeting Mackie’s own vision.

Objectives:

GROWTH

With the promotion of a new range of excitingly flavoured ice creams aimed at the under 12s, it is our intention that the Mackie’s brand will be highlighted to a wider audience. Never underestimate pester power or playground patter, particularly in Scotland!

PROFIT

With escalated sales and increased market share comes increased profit.

CAPTURE A NEW MARKET

There is very little, if any, in the way of competitor’s ice-creams aimed at Under 12’s. We feel this target market is lacking on original choices. The product will be sold in individual 120ml tubs and in packs of four, contained in a cage to carry away, and incorporate a plastic spoon in the shape of a jungle animal. (The ani-spoon!)

With careful planning and an astute marketing strategy, Mackie’s will soon be even more of a household name. Such promotions aimed at the target market (and parents), using potential celebrity endorsements such as Ant and Dec, Dick and Dom or even Fran and Anna(!) who appeal to the younger generation, direct marketing through primary schools offering tastings, games and competitions, nationwide advertising via magazines, national newspapers, tv, food festivals at the SECC, Royal Highland Show etc. These fabulous newproducts would be promoted within cinemas, petrol stations, motorway stop offs, video shops, carry out stores, fast food stores, theme parks, ice cream vans and cafes The packaging would reflect the target market by being colourful and eye-catching which would also stand out on shop shelves. .In supermarkets, it could be promoted by offering one small tub free with the purchase of a larger tub. This packaging would encourage ‘pester power’ by indicating further flavours/spoons to try out and collect the ‘family jungle’.

COMPLEMENT CURRENT MARKETING STRATEGIES

In light of Mackie’s vision, we must mention Fair Trade and Scotland’s place within it. Our new product could be produced using ethically traded ingredients which again would tie in with Mackie’s vision. Highlighting the best that Scotland can offer, particularly in this our ‘Homecoming Year’, must be the prerogative of this forward thinking company. Further advertising could be on television, bus posters, children’s magazines and national newspapers with the possibility of celebrity endorsements.

And finally….

The Message

At Mackie’s, the important thing is quality and Scottishness. That’s what makes Mackie’s stand out from the rest. Mackie’s wants to meet the needs and wants of its customers and what better way than through Scotland’s youth. In this year of our ‘Homecoming’ what better way than to promote Mackie’s goodness than to give the weans what they want….. a guid ice cream! A guid ice cream they can eat at home or on the move, at cinemas or in the playground.