MARKETING PLAN i

 Running Head: MARKETING PLAN i
Topic : Marketing Plan
Paper Type : Assignment
Word Count : 7000 Words
Pages : 28 pages
Referencing Style : Harvard Referencing
Education Level: Masters
Marketing Plan
[Name of the Writer]
[Name of the Institution] 
MARKETING PLAN ii
Executive Summary
Gulp Beverages is a newly twisted company, which aims to be a market leader in introducing
and proffering various kinds of healthy beverages. This report is the marketing plan of the new
product of Gulp beverages to be launched with the name of Goji Plunge, which will be a healthy
energy drink away from the health risks associated with other beverages and energy drinks. This
marketing plan entails the details related to marketing of Goji plunge. It includes the details
related to the company and product. It discusses the competitors as well as includes an internal
and external macro environmental analysis which leads to the formation of differentiation
strategy that Gulp Beverages will assume related to its major competitor. The plan also provides
the pricing and distribution plan for Goji Plunge as well as IMC strategy which includes all the
advertising, personal selling, sales promotion and other promotional strategies that the company
will pursue to achieve its marketing goals. The plan also entails a customer satisfaction plan to
measure satisfaction level of the customers and respond to the satisfaction gaps. The marketing
plan discusses the company’s intention to be a market leader. The marketing plan concludes with
a discussion of the most significant trend to affect the business and the intention of the Gulp
Beverages related to the trend. An action plan for marketing of Goji Plunge is provided in the
appendix
MARKETING PLAN iii
Table of Contents
Executive Summary ........................................................................................................................ ii
Company introduction .................................................................................................................... 1
Company’s Mission..................................................................................................................... 1
Company’s Vision ....................................................................................................................... 2
Product description ......................................................................................................................... 2
Marketing goals .............................................................................................................................. 2
Competitor Analysis ....................................................................................................................... 3
Strengths and weaknesses of Gulp Beverages ................................................................................ 4
Strengths ...................................................................................................................................... 4
Weaknesses ................................................................................................................................. 4
Macro environmental analysis ........................................................................................................ 5
Opportunities ............................................................................................................................... 5
Threats ......................................................................................................................................... 6
Differentiation Strategy .................................................................................................................. 6
Market segmentation and target market .......................................................................................... 8
Pricing Strategy ............................................................................................................................... 9
Distribution Strategy ....................................................................................................................... 9
IMC Plan ....................................................................................................................................... 10
Advertising strategies for Goji Plunge ...................................................................................... 10
Measuring the effectiveness of the advertising strategies ..................................................... 11
Sales Promotion, personal selling and other promotional strategies ......................................... 12 
MARKETING PLAN iv
Customer satisfaction plan ............................................................................................................ 14
Measuring customer satisfaction ..............................................................................................