Marketing plan

Although Christine Walker has to make a choice among the three alternative options proposed by
diIIerent people, all these options would require an excellent marketing plan Ior their success. As
per the inIormation provided by the case, motivation oI the members in the sales channel oI
Natureview is one oI the most important Iactors in designing any sales promotion campaign. I
believe, in-addition to traditional marketing activities, Natureview should use new media`s such
as internet Ior its marketing activities.
Objective
The objective oI this marketing plan is to create brans awareness Ior the Brand Natureview and
to help the company in increasing its sales revenue by more than 50 beIore the end oI year
2001.
The Iollowing activities should be undertaken by Natureview in-order to diIIerentiate itselI Irom
rest oI the players in the market. Although, these activities will require considerable amount oI
cash out Ilow, I believe these activities will pay back to Natureview in short to medium term.
Website Marketing & Creative games
Natureview should develop a website Ior all its products and should have diIIerent sections on its
website related to the beneIits, contents, calories and the price Ior all its products. There should
be a diIIerent section Ior Iree-games on its website wherein the internet surIers can play the
online game online. In this game, the player will earn Natureview Yogurt packs aIter each level
and those packets will increase the energy contents oI the character in the game.
Radio Commercials
Natureview should develop long term contacts with some Iamous radio channels who should
schedule Natureview`s advertisement aIter every 30 minutes. Using radio Ior promotion will
have two main advantages Ior Natureview. Firstly, most oI working proIessionals and students
listen to these radio channels when they go oIIice, school or colleges in the morning. At that time
the person is Iresh and has less mental pressure than in the evening when they come back Irom
school, college or oIIice. When they listens the commercial in the morning, it has lasting eIIect.
Secondly, people who cannot watch television because oI any reason can also be targeted using
radio commercials.
Celebrity Endorsement
Celebrity endorsement is one oI the quickest activities to attain high brand awareness in U.S
market. Natureview should choose some well-known Athlete as a brand ambassador Ior its
Brand. The inclusion oI Athlete as a brand ambassador and the his/her appearance in the
marketing activities oI Natureview will help Natureview in communicating that the consumers
should drink Natureview Yogurt in-order to be as athletic as that oI the Athlete (brand
ambassador).
Television Commercials
Natureview, with the help oI its advertising agency, should develop new TV commercials Ior
diIIerent segments oI U.S population. These promotions should demonstrate Iamilies with
children in the age range oI 7-12 years and their parents buying and consuming Natureview
Yogurt. These commercials should be high on music wherein the characters should perIorm
some energy consuming activity with ease. The logic behind keeping music and involving
energy consuming activities is to communicate to the audience that Natureview`s products
provides energy which helps its consumers in enjoying their liIe Iully. These commercials should
be telecasted in between the Iamily soaps, sport events and celebrity shows which have more
than average TRP ratings.
Old Age Homes
Since U.S has considerable population in the age range oI 55-70 years, proving old age Iacilities
will help in creating an emotional attachment oI U.S population with the brand Natureview.