Mm522 Sweet Basil Marketing Plan
Sweet Basil Marketing Plan
Keller Graduate School of Management
MM522: Marketing Management
Professor: Dr. Ross
James Dean
May 12, 2011
1.0 Executive Summary
Sweet Basil has launched its newest product, take-n-bake pizzas, in a mature and steady market. The business has remained successful for over 14 years providing delicious, high quality pizza, broasted chicken, salad, buffalo wings, and other items without any marketing attempts. The realization of stability and new opportunities has directed Sweet Basil towards goals of increased growth and market share. In order to increase market share and sales, Sweet Basil will target dine-in, take-out, and take-n-bake pizza lovers in the cities of Duarte, Irwindale, Azusa, and Monrovia. The strategies for increasing sales are to first penetrate new markets, then increase usage and size of customer orders. This will be conducted through unbeatable value and the finest ingredients that cannot be received anywhere else in the area.
The marketing mix for Sweet Basil will consist of mobile marketing, flyer distribution, a website, social media outlets, television advertising and email newsletters. The objectives for many of these avenues are to provide coupons and discounts as well as gain consumer loyalty. The business does a great job already with returning patrons so it is time to focus energy on effectively penetrating new markets. Sweet Basil will look to increase sales by 40% or $110,400 and achieve a market share of 30% in Duarte and 20% in the surrounding cities. This will ensure success and will provide a break even before the first 6 months.
2.0 Situation Analysis
Currently, the economic market condition in the United States and California is primarily recession. Overall, the pizza business is doing ok, with flat sales of about $38 billion for the past 3 years (Karp 2011). Consumers are becoming much more particular when it comes to value and where they spend their hard earned
Keller Graduate School of Management
MM522: Marketing Management
Professor: Dr. Ross
James Dean
May 12, 2011
1.0 Executive Summary
Sweet Basil has launched its newest product, take-n-bake pizzas, in a mature and steady market. The business has remained successful for over 14 years providing delicious, high quality pizza, broasted chicken, salad, buffalo wings, and other items without any marketing attempts. The realization of stability and new opportunities has directed Sweet Basil towards goals of increased growth and market share. In order to increase market share and sales, Sweet Basil will target dine-in, take-out, and take-n-bake pizza lovers in the cities of Duarte, Irwindale, Azusa, and Monrovia. The strategies for increasing sales are to first penetrate new markets, then increase usage and size of customer orders. This will be conducted through unbeatable value and the finest ingredients that cannot be received anywhere else in the area.
The marketing mix for Sweet Basil will consist of mobile marketing, flyer distribution, a website, social media outlets, television advertising and email newsletters. The objectives for many of these avenues are to provide coupons and discounts as well as gain consumer loyalty. The business does a great job already with returning patrons so it is time to focus energy on effectively penetrating new markets. Sweet Basil will look to increase sales by 40% or $110,400 and achieve a market share of 30% in Duarte and 20% in the surrounding cities. This will ensure success and will provide a break even before the first 6 months.
2.0 Situation Analysis
Currently, the economic market condition in the United States and California is primarily recession. Overall, the pizza business is doing ok, with flat sales of about $38 billion for the past 3 years (Karp 2011). Consumers are becoming much more particular when it comes to value and where they spend their hard earned
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