Mock assessment – December 10, 2021
Rationale
The reason I am producing this marketing campaign is because the owners of Calmsun want
to increase sales of their oat milk products. In this market campaign I will include the target
market, promotional ideas, pricing strategies and much more. This campaign's goal will be
to generate as much sales as possible for Calmsun as well as create brand recognition. We
know that Calmsun are a family-owned business who own a farm. This campaign will intend
to promote plant-based milk to our target market through different strategies. The
campaign will last 30 weeks with a budget of £200,000.
Aims and Objectives
SMART aim and objective 1: The first SMART objective I have set for Calmsun is to use less
water to produce milk. This is my first objective as we have found out that producing plant-
based milk uses a lot of water which will lead to greenhouse emissions. I want Calmsun to
start using coconuts from countries such as Indonesia, the Philippines and India. This is
because coconuts grow in these countries. We will pay the farmers a fair price. I will want
this objective to start in the first week of the campaign all the way until the 30th week as this
objective will be amazingly effective and make meaningful change for the business.
SMART aim and objective 2: My second SMART objective are to start advertising the
business on social media apps such as TikTok. We know that TikTok is rapidly growing, this
shows us that it would be wise for us to make a TikTok account to create brand recognition.
I want us to gain at least 1 million followers on TikTok by making inspirational videos on why
plant-based milk is the best way to go. As we know that the campaign will last 30 weeks, I
have decided to start this segment of the campaign from week 2 – week 10 as this will give
us enough days to start up the account and start promoting.
SMART aim and objective 2: My last SMART objective I have decided to use is to start selling
a wider range of products that are in trend. One example is that a lot of people that go to
the gym eat a lot of protein bars. This tells us that, Calmsun can start to make protein bars
in order to keep up with the trend. We know that Calmsun already have the experience they
need to make the products. I have decided to start this segment of the campaign in week 4
to week 30 as it will stay with the business for a long time
Market research - Target Market
From the case study we have found out various information about demographic that
consume plant-based milk. This is evident as in the case study it says “Planty-based milk is
more popular with women.” This tells us that our target market will have to be women, in
the primary research questionnaire we have also gathered that 60 out 100 people who took
part are women. I have also gathered that people drink plant-based milk several times a
week. This means that plant-based milk is popular and often consumed by the demographic
frequently. The more common age that consumes plant-based milk is 59+ however the age
group 46-55 is also common. Therefore, this has led to me to make our target market
females who are aged 46+ and drink plant-based milk several times a week. The data I have
Rationale
The reason I am producing this marketing campaign is because the owners of Calmsun want
to increase sales of their oat milk products. In this market campaign I will include the target
market, promotional ideas, pricing strategies and much more. This campaign's goal will be
to generate as much sales as possible for Calmsun as well as create brand recognition. We
know that Calmsun are a family-owned business who own a farm. This campaign will intend
to promote plant-based milk to our target market through different strategies. The
campaign will last 30 weeks with a budget of £200,000.
Aims and Objectives
SMART aim and objective 1: The first SMART objective I have set for Calmsun is to use less
water to produce milk. This is my first objective as we have found out that producing plant-
based milk uses a lot of water which will lead to greenhouse emissions. I want Calmsun to
start using coconuts from countries such as Indonesia, the Philippines and India. This is
because coconuts grow in these countries. We will pay the farmers a fair price. I will want
this objective to start in the first week of the campaign all the way until the 30th week as this
objective will be amazingly effective and make meaningful change for the business.
SMART aim and objective 2: My second SMART objective are to start advertising the
business on social media apps such as TikTok. We know that TikTok is rapidly growing, this
shows us that it would be wise for us to make a TikTok account to create brand recognition.
I want us to gain at least 1 million followers on TikTok by making inspirational videos on why
plant-based milk is the best way to go. As we know that the campaign will last 30 weeks, I
have decided to start this segment of the campaign from week 2 – week 10 as this will give
us enough days to start up the account and start promoting.
SMART aim and objective 2: My last SMART objective I have decided to use is to start selling
a wider range of products that are in trend. One example is that a lot of people that go to
the gym eat a lot of protein bars. This tells us that, Calmsun can start to make protein bars
in order to keep up with the trend. We know that Calmsun already have the experience they
need to make the products. I have decided to start this segment of the campaign in week 4
to week 30 as it will stay with the business for a long time
Market research - Target Market
From the case study we have found out various information about demographic that
consume plant-based milk. This is evident as in the case study it says “Planty-based milk is
more popular with women.” This tells us that our target market will have to be women, in
the primary research questionnaire we have also gathered that 60 out 100 people who took
part are women. I have also gathered that people drink plant-based milk several times a
week. This means that plant-based milk is popular and often consumed by the demographic
frequently. The more common age that consumes plant-based milk is 59+ however the age
group 46-55 is also common. Therefore, this has led to me to make our target market
females who are aged 46+ and drink plant-based milk several times a week. The data I have
