Professional Documents
Culture Documents
Group: EBBA 2C
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TABLE OF CONTENTS
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ACKNOWLEDGEMENT i
INTRODUCTION …………………………………………………………………… 2
SITUATION ANALYSIS……………………………………………….…………….. 3
Strengths ……………………………..……………………………………….. 3
Threats …………………….……..…………………………………………… 6
MARKETING PLAN.………………………………………………………………... 10
Marketing Segmentation……………………………………………………… 10
Geographical Segmentation…………………………………………………... 10
Psychological Segmentation………………………………………………….. 10
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TABLE OF CONTENTS CONTD.
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Product ……………………………………………………………………………. 13
Convenience ………………………………………………………………………. 13
Packaging …………………………………………………………………………. 16
Price ………………………………………………………………………………. 16
Promotion ………………………………………………………………………… 17
APPENDICES
Questionnaire
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ACKNOWLEDGEMENT
We would like to thank God for giving us the wisdom, knowledge and understanding to
complete this assignment. We are also grateful to our individual families for the assistance given
to us while we worked tirelessly towards the completion of this project. Finally, big thanks to all
members of this group for their time, effort and support in completing this project.
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1.0 EXECUTIVE SUMMARY
1.1 The 2010 marketing plan of JAGS Foods Limited seeks to satisfy the demand for an
affordable healthy meal, designed to keep the body energized and healthy, while curbing
hunger and cravings. E-NUFF is geared towards students attending the University of
Technology, Jamaica (UTECH). Its ingredients provide multiple health benefits. It is easy to
digest and a great source of energy. It replenishes glycogen, which is important for those who
1.2 During the next six months the major marketing goal of JAGS Foods will be to aggressively
pursue the market at the University of Technology. In so doing, it is hoped that we will
achieve at least 60% of those targeted. It is our intention to achieve this through promotional
strategies on campus; this would include taste tests and distribution of sample products.
1.3 A recent survey conducted by JAGS Foods Limited at the University of Technology,
revealed that there is a demand for an affordable, convenient and nutritional meals. E-NUFF
is an all-in-one meal which is nutritious and affordable. Unlike other food supplements, it
uses only naturally blended ingredients that are inexpensive, easily accessible and effective
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2.0 INTRODUCTION
2.1 The training of the human mind is not complete without education. Education makes a right
thinker; however, it is not sufficient without a balanced meal. The ingredients of E-NUFF
help to stimulate the brain. Some of its ingredients are ripe banana, oats, green plantain,
2.2 A distinguished feature of E-NUFF is that the ingredients are locally grown and are easily
accessible. Banana promotes the retention of calcium, phosphorus and nitrogen - all of
which work to build sound and regenerated tissues. Oats are amazingly high in calcium,
potassium and magnesium, together with lots of B complex are vital to a healthy nervous
system. Plantains are low in sodium and high in vitamin A, potassium, and fiber. Irish
moss nourishes and protects the skin from environmental elements. It also protect from fat,
2.3 The initiative of providing a food supplement resulted from a survey conducted by JAGS
Foods at the University of Technology. This survey revealed that the market demands a food
that is affordable, nutritious and fulfilling. Students are ready to buy a product that will help
to stimulate the brain and enhance their learning capability. Additional research revealed that
most students get fatigue and feel lethargic after having a day’s lunch. Their feedback
suggested that they would prefer a meal that can be easily consumed in class, can hold in
their bags conveniently at the same time equally satisfying when compared to cooked meals.
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3.0 SITUATION ANALYSIS
3.1 Strengths
example, the banana, peanuts and green plantain were sourced from a
local produced farmer, whose prices were lower than the competitive
market price. Likewise, the soy, oats and the other ingredients were
sourced at wholesale price. In addition, the prime and overhead costs were
3.1.2 High quality products with ingredients that are safe and can be easily
member) that all the ingredients used to create our product have their
3.1.3 No hierarchy means quick decision making. The JJAGS Food Limited
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3.1.4 Producing the product does not require technological skills.
retail outlet in relation to the factory. That is, this product may be bought
3.2 Weakness
the market share – loyal customers. We are a new business entity, which
a result, this impedes on the sales and profit of JJAGS Foods Limited.
3.2.2 Inadequate staff and machinery to meet escalating demands. They are
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3.3 Opportunity
3.3.1 Market penetration (UTECH) – The target market entails the more than
90% of the students on the UTECH campus that are within the age group
students who buy the new product may be satisfied and delighted. This
will allow these students to encourage others to buy and consume more of
marketing evangelism.
wider markets. For example, in the growth stage of E-NUFF, JJAGS may
rate affects the purchasing power of the UTECH students where price on
a) Allows for individual students to afford a proper meal for the day,
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b) Also, this new product rids the inconvenience that part-time students
have had a rough day at work. Instead of purchasing a Juicy Beef meal
(rice & peas and curry goat), which is high scented and distracting
during class sessions, the student can buy an ENUFF food drink which
the UTECH body are full time students who do not have a steady
3.3.4 Students may want a change in taste from competitive products. Students
3.4 Threats
3.4.1 Others might be turned away due to allergies and other unforeseen factors.
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intolerance and so on. Therefore, this causes potential market to turn
overstated or understate.
3.4.2 The product might not suit the taste of the entire target market after
4.1 One of our main competitors is Nestle Jamaica Ltd, who have a wide range
of energy food drinks on the market, some of the most popular brands include
Supligen, Boost, and Nutrament. These three brands have enabled Nestle to
control a large portion of the energy food drink market, however these brands are
4.1.1 All three brands: Supligen, Boost, and Nutrament, contain large amount of
4.1.2 Supligen, Boost, and Natrament mostly contain artificial ingredients, chief
approved by the U.SA Food and Drug Administration (FDA) in July 1988.
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According to Dr. H.J Roberts, who is a U.S based doctor, there is still
value and tricks the body in thinking that it’s eating something sweet.
as “sweet poisons”
4.1.3 When compare to “E-Nuff” the cost associated with these food drink are
not very economical. The price of, a tin of Supligen (395g or 14 fl. oz.) is
$160, a tin of Boost (224g or 8 fl. oz. ) is $195, a tin of Nutrament (336g
4.2 Ensure food drink, which is distributed locally by Cari-Med, is another competitor.
Similarly to the other food drinks mentioned, Ensure contains large amount of sugar
and artificial ingredients, one such ingredient is corn syrup. Corn syrup is a
common sweetener and preservative, which is very high in calories and low in
nutritional values. Regular consumption of corn syrup can lead to coronary artery
disease and high blood pressure. When compare to “ENuff”, Ensure is relatively
4.3 Complan which is distributed locally by Lasco Ltd, is another of our Competitor.
Complan is sold in powder form, and has to be prepared by the end user before it
can be consumed. The drink is prepared by pouring the Complan powder into a
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container of water or milk, and then it is stir repeatedly, to ensure that it is properly
mixed. Given the preparation which is needed for the consumption of this food
drink, a University campus is not suited for this kind of product. To add to that
4.4 In comparison to these other energy food drinks “E-Nuff” is far more nutritious as it
contains no artificial ingredients and has some of the most nutritious ingredients
such as, ripe banana, oats, peanuts, green plantain and soy milk. “E-Nuff” contains
“E-Nuff” is far more affordable, as a bottle of “E-Nuff” (560g or 20 fl. oz.) is far
$100.
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5.0. MARKETING PLANNING
5.1.1 Our aim is to achieve at least 30% of the total market for energy performance
5.1.2 To acquire a volume target of 10000 cases of the energy drink by December
2010.
5.1.3 To gain and maintain at least 45% of customer's loyalty levels within the next
nine months.
5.1.4 To earn a total sales revenue of one point four million dollars ($1.4M) by the end
of one year.
5.1.5 To increase an awareness levels among our particular target group up to 80%
In segmenting our market, there are two categories in which theirs an interests, these
include:
geographical
psychological
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5.2.1 Geographical segmentation
JJAGS is a newly formed company; as a result there is not a wide distribution, our focus
are on the students and employees of the University of Technology which is located in
the Papine area. We are however committed to develop as the business progresses.
consciousness about their health and the drive to consume not only healthy meals but
those that are delicious, nutritious and affordable. In conducting our survey we ascertain
that 90% of our target market were very concern about their health. So as a result we
make sure that our product was sugar free, preservative free, high in potassium, vitamins
protein, fibre and unsaturated fats. These ingredients aids in the prevention of cancer,
high in antioxidants which strengthens the immune systems and boost energy levels, thus
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JUSTIFICATION OF TARGET MARKET SELECTION
A research was done to ascertain the type of product that could be developed to assist the
University of Technology (Utech) students to get all the nutrients in one meal and is convenient
to their pocket. The responses given were geared towards an energy drink that not only gives
energy but also gives all the nourishment and nutrients of a complete meal that will allow the
students to stay healthy. It will be cost effective and allow students the opportunity to live within
their budget and be able to save. In analyzing the response of the research done, the decision was
Geographic
Demographics
Occupation - Students
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5.3 Marketing Mix Strategies
Marketing mix is a set of controllable tactical marketing tools (product, price, place
and promotion), that a company blends to produce the response it wants in the target
market.
5.3.1 Product
To deliver on its value proposition a firm must first create a need-satisfying market
artificial ingredients or preservative. There are several factors that are needed to
5.3.2 Convenience
E-NUFF is available in 600ml (20 fl. oz), which weighs just over a pound. It is
packaged in a sealed plastic bottle which makes it easy to carry around. This
makes E-NUFF a very convenient product and is ideal for our target market.
Students can conveniently carry the product around with no hassle, whether it is
5.3.3 Ingredients
Soy Milk
Soya beans are high in calcium, low in saturated fats and cholesterol free.
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Oats
Oats is considered to be a soothing food for the nerves. It is one of the best
together with lots of B complex – all are vital to a healthy nervous system.
Eating oat regularly will lower one’s blood cholesterol level. It is a natural
antidepressant - will make one feels calmer and normally used to treat
while cooked oats relieves fatigue and it is used to protect us from bowel
cancer.
Peanut
those people engaged in body-building and those people who are weak and
contains iron which is essential for the correct functioning of red blood
cells and calcium which helps promotes healthy bones. Peanuts' fiber
content helps lower the risk of colon cancer and helps to accelerate the
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Green Plantain
Plantains are a type of banana that contain less sugar than the common
Ripe Banana
Banana is known for promoting healthy digestion and creating a feeling of
nitrogen - all of which then work to build sound and regenerated tissues.
Banana also contains invert sugar, which is an aid to youthful growth and
of water for proper bowel moments. Bananas are useful in the treatment of
arthritis and gout. Being high in iron content, bananas are beneficial in the
protein and salt content and high carbohydrate content. They are useful in
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Irish Moss
Irish moss nourishes and protects your skin from environmental elements.
enhances the skin's ability to retain vital moisture and essential lipids. It
rate and helps strengthen connective tissues, including the hair, skin and
anti-inflammatory.
5.3.4 Packaging
E-NUFF is package in 600ml sealed plastic bottle which allows for easy carrying.
It is imprinted with the word E-NUFF on the wrapper, which is written in red and
blue on a white background; this will allow for easy recognition by our potential
customers.
5.3.5 Price
E-NUFF is far less than the price of a patty and a soda, but yet is more fulfilling
and nutritious. The aim is to make the price of our product affordable and
setting a low price for our product we can attract a large number of buyers a and a
large market share. This is ideal due t o the fact that our industry is characterized
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5.3.6 Place and Distribution
The location of our administration office and factory is located at 2 Oxford Road,
Kingston 5; this is in close proximity to our target market. There are two retail
outlets located on the university’s campus namely “John Shop” and “Mega Shop”,
both outlets are two of the most popular eateries on the campus and are located at
5.3.7 Promotion
In order for us to turn our marketing plan into marketing actions that will accomplish our
strategic marketing objectives, there must be a vigorous implementation process for our
product. During the implementation process we will be focusing on some key areas:
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When will be done?
Our implementation process has already began; however, there will be a massive
campaign in early May at the beginning of the next semester, and the ending of
exams. This will be done in an effort to get the attention of as many students as
possible.
The process involves our entire staff compliment. Each person will be given
The overall cost of implementation process is estimated to cost $120,000.00. This has
6.1.1 Control
Our marketing control strategies will be done in two phases – operating and strategic
Operating control
This is where we will have continuous checking of ongoing performance against the
annual plan and taking the corrective action where necessary by:
o checking sales on a weekly bases to see if the sales targets are being met
o In the event that sales or profit is not being realized, more advertising and
promotional events will be done
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Strategic control
This is where we will look at whether our basic strategies are well matched to its
opportunities by:
determine our weak areas and opportunity, to see if a new plan of action is
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7.1 SUMMARY AND CONCLUSION
7.1.1 After careful evaluation of the market research, we decided to develop a product
that is more reliable than those already being offered by competitors. This led to
the realization of the product E-NUFF. The information which was gathered also
7.1.2 In developing this product we hope to capture 90% of the target market within the
first six months. It is our intention to achieve this through promotional strategies
on campus; this will include taste tests and distribution of sample products.
7.1.3 The training of the human mind is not complete without education. Education
students. The product will be available to all those targeted and ultimately
nationwide.
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REFERENCE
Strategic Bundling of Products and Prices; a new synthetic for marketing journal of marketing
research January 2002 page 55 -72
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Questionnaire
5. Due to the stress from studying and your busy schedule, are you able to partake of a
healthy meal?
Yes No
10. Would you prefer to have an energy food drink, which has all the nutrients found in a
complete meal to help booth your energy?
Yes No
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