Kasim
Part A
Introduction
Rebecca’s dairy is a company which produces and sells ice cream to
thousands of people in the United Kingdom, Rebecca’s dairy has asked me
to create a suitable marketing campaign plan to increase their revenue
with the release of their new product which is Artisan ice cream.
Rebecca’s dairies are operating in a £1.1 billion market which has many
large companies operating in such as Ben & Jerry’s and Magnum. The
purpose of the campaign is to increase the revenue of the business and
gain more market share than their competitors.
Aims and Objectives
The main aim for the business is to increase the revenue of the business,
however this is too broad, so we are going to have aimed and objectives
which are going to be specific for the business.
Aim 1 – Increase the businesses revenue by 12% within 6 weeks.
Aim 2 – Generate 400 sales of the artisan ice cream within 6 months of its
release.
Objective 1 - Advertise to 1000 people at a trade fair by offering them free
samples within 6 months.
Objective 2 – Have 300 customers sign up to the email listings on the
Rebecca’s dairy website within 6 months.
Objective 3 – Appeal to 10,0000 TikTok viewers by using TikTok
advertising within 6 months.
Marketing Aim Justification
Objective 1 - Advertise to 1000 With the release of the artisan ice
people at a trade fair by offering cream, we are going to want to
them free samples within 6 trail the product and see first-hand
months. some customer feedback and
reactions. This will allow us to gain
new customers and target to many
different types of people which can
allow us to find a target market to
target.
This will also feed into some extra
, primary research which we can use
to alter the product if need be. This
objective fits in with aim 2 the
most
This aim would link to the
generating more revenue as we
could be able to create sales by
offering a tub of ice cream after
the customer has tried the product.
Objective 2 – Have 300 customers This objective fits with the theme
sign up to the email listings on the of releasing the new artisan
Rebecca’s dairy website within 6 product as we could get customers
months. who are already have an interest in
the business to look on our website
for special offers/ discounts the
purpose of this is to promote our
product range which will lead to an
increase in sales.
With the email listings we are
going to try to get customers
emails by enticing them by giving
the customer a discount, then we
could use direct marketing to email
them about new products which
we have and offer we have on the
products which are already
released.
This aim fits with aim 1 the most.
This objective links to the overall
aim of increasing the revenue as
we can have a new distribution
channel which will allow us to sell
to different market which is the
online market.
Objective 3 – Appeal to 10,0000 This objective supports the release
TikTok viewers by using TikTok of the new Artisan ice cream as it
advertising within 6 months. is going to allow us to generate
more sales through things such as
a lot of publicity especially on a
platform like Tik Tok which aims at
35.3% of people aged 18 – 34
which fits with our target market.
The purpose of this objective is to
get a large audience to start to
, recognise our product and
purchase the product when they
see it on internet.
This objective links with Aim 2 the
most.
The objective links to the overall
aim of increasing the revenue as
TikTok is a platform which has
seen similar businesses become
very popular through the
application.
Market Information
With the secondary research which I have found within the research pack I
have noticed that a lot of the information is very outdated, as some of the
information dates to 2011, which is a negative thing about the research
which I was given. However, there are positives about the research as lot
of the research which was given gave a lot of detail about the market and
gave information about the future of the market and how the marketing is
growing. So overall I do this think that the information which was given
was mainly positive and reliable, but the validity of the market research is
an issue
Key Market Information Justification
The Market The information about the market
has allowed us to find out things
The UK ice cream market has such as how big the market is and
grown by 20% in the past five allows us to see if Rebecca’s dairy
years and now is worth £1.1 billion. is operating in a growing market
which they are as the ice cream
Revenue is expected to grow in the market has had a growth of 20% in
next five years. the last five years and is expected
to have a growth in revenue in the
Shoppers pay an average of 5p next five years. With this
more for ice cream. information it has allowed be to
know that that the Artisan ice
cream is likely to pick up growth in
the next few years and another
part of the research which was that
shoppers spend an average of 5p
Part A
Introduction
Rebecca’s dairy is a company which produces and sells ice cream to
thousands of people in the United Kingdom, Rebecca’s dairy has asked me
to create a suitable marketing campaign plan to increase their revenue
with the release of their new product which is Artisan ice cream.
Rebecca’s dairies are operating in a £1.1 billion market which has many
large companies operating in such as Ben & Jerry’s and Magnum. The
purpose of the campaign is to increase the revenue of the business and
gain more market share than their competitors.
Aims and Objectives
The main aim for the business is to increase the revenue of the business,
however this is too broad, so we are going to have aimed and objectives
which are going to be specific for the business.
Aim 1 – Increase the businesses revenue by 12% within 6 weeks.
Aim 2 – Generate 400 sales of the artisan ice cream within 6 months of its
release.
Objective 1 - Advertise to 1000 people at a trade fair by offering them free
samples within 6 months.
Objective 2 – Have 300 customers sign up to the email listings on the
Rebecca’s dairy website within 6 months.
Objective 3 – Appeal to 10,0000 TikTok viewers by using TikTok
advertising within 6 months.
Marketing Aim Justification
Objective 1 - Advertise to 1000 With the release of the artisan ice
people at a trade fair by offering cream, we are going to want to
them free samples within 6 trail the product and see first-hand
months. some customer feedback and
reactions. This will allow us to gain
new customers and target to many
different types of people which can
allow us to find a target market to
target.
This will also feed into some extra
, primary research which we can use
to alter the product if need be. This
objective fits in with aim 2 the
most
This aim would link to the
generating more revenue as we
could be able to create sales by
offering a tub of ice cream after
the customer has tried the product.
Objective 2 – Have 300 customers This objective fits with the theme
sign up to the email listings on the of releasing the new artisan
Rebecca’s dairy website within 6 product as we could get customers
months. who are already have an interest in
the business to look on our website
for special offers/ discounts the
purpose of this is to promote our
product range which will lead to an
increase in sales.
With the email listings we are
going to try to get customers
emails by enticing them by giving
the customer a discount, then we
could use direct marketing to email
them about new products which
we have and offer we have on the
products which are already
released.
This aim fits with aim 1 the most.
This objective links to the overall
aim of increasing the revenue as
we can have a new distribution
channel which will allow us to sell
to different market which is the
online market.
Objective 3 – Appeal to 10,0000 This objective supports the release
TikTok viewers by using TikTok of the new Artisan ice cream as it
advertising within 6 months. is going to allow us to generate
more sales through things such as
a lot of publicity especially on a
platform like Tik Tok which aims at
35.3% of people aged 18 – 34
which fits with our target market.
The purpose of this objective is to
get a large audience to start to
, recognise our product and
purchase the product when they
see it on internet.
This objective links with Aim 2 the
most.
The objective links to the overall
aim of increasing the revenue as
TikTok is a platform which has
seen similar businesses become
very popular through the
application.
Market Information
With the secondary research which I have found within the research pack I
have noticed that a lot of the information is very outdated, as some of the
information dates to 2011, which is a negative thing about the research
which I was given. However, there are positives about the research as lot
of the research which was given gave a lot of detail about the market and
gave information about the future of the market and how the marketing is
growing. So overall I do this think that the information which was given
was mainly positive and reliable, but the validity of the market research is
an issue
Key Market Information Justification
The Market The information about the market
has allowed us to find out things
The UK ice cream market has such as how big the market is and
grown by 20% in the past five allows us to see if Rebecca’s dairy
years and now is worth £1.1 billion. is operating in a growing market
which they are as the ice cream
Revenue is expected to grow in the market has had a growth of 20% in
next five years. the last five years and is expected
to have a growth in revenue in the
Shoppers pay an average of 5p next five years. With this
more for ice cream. information it has allowed be to
know that that the Artisan ice
cream is likely to pick up growth in
the next few years and another
part of the research which was that
shoppers spend an average of 5p
