PROMOTION PLAN
Promotion refers to raising the awareness of the customer about a brand of products,
creating sales and generating loyalty to the particular brand of goods (Hanssens et al., 2014). In
this promotion plan, we aim at creating sales, brand loyalty and making customers aware of the
YumYum blueberry muffins. The promotion plan has various aspects that have been
incorporated into the plan over an extended period of business years. In today’s world, it is
customary in the enterprise community for one to execute a well-structured and laid out
promotion plan. This can be achieved by gaining insight into many business aspects. The
crucial business issues include sales, target market among other things. A promotion plan is a
fundamental element of the marketing mix. The marketing mix has four essential elements
which include Promotion, price, place and the product (Hanssens et al., 2014). There is also the
element of the production mix that goes hand in hand with the marketing mix.
The blueberry muffin is a snack. A snack is usually taken when one is hungry but has no way
or does not want to take a full meal. Snacks have become part of the modern people eating
routines. Snacks are popular because they are tasty, light weight and takes a little time to eat.
Thus, the blueberry muffin, which is a baking product, will have a larger market share if
marketed well. After successfully promoting the product I believe it is going to achieve
optimum if not maximumsales that haveneverbeenachievedbefore with anyothertype of muffin.
I have analyzed our competitors in the market. The results of the analysis gave me many
insights on what competitive advantage we have over our competitors concerning this new
product. The muffin has a richer taste, and the customer will know it is yummy just by looking
at it.
PROMOTION PLAN 3
I went to a cake shop just to have an idea of the target market for the muffins.
The target market that I realized is a wide variety of people mostly offices and schools. The
most foreseeable target was moms, especially moms with birthdays and small gatherings. I
learned from the little research I did by visiting some cake shops to have an idea of just who
they were serving.
The location is also another factor when promoting this type of product.
Ifthesellingpointforthemuffinsis located near schools,
officesandneighborhoods,thensalesfortheproduct would risegreatly. Setting of a shop at
preciselocations near thetargetmarkets is an excellentway to promotethe blueberry muffin as
this will amount to moreandmoresales of theproduct.
Salespromotion can be done by creating sample tasting points in busymalls. It is a goodway of
promoting sales by giving a taste of the product and then let the consumer decide for himself or
herself(Yu & Y. C. (2013).When the client is pleased, it will prompt him or her to buy the
product. Then they may even tell their friends about the product. As we now there is no greater
way of advertising than word of mouth.
Coming to the advertising part, some advertising methods can be used. The most appropriate
include television and radio commercials and online advertising. Television commercials are
one of thebestway of promoting a product. It is so because a visual message is better than only
PROMOTION PLAN 4
audio. Alsoconsideringtheimpact of the internet in thebusinessmarket, online advertising will
servethepromotion of theproductgreatly.
Consideringthe promotional budget of 550,000 dollars, thepromotion of theproduct is going to
be successfulfollowingthesetplan.
In conclusion, a good promotion plan like the one above needs to be implemented carefully as
the food industry is a delicate one and very lucrative. Publicity must be positive, any adverse
publicity may result in the lowering of sales thus hindering the success of promoting the
YumYum Blueberry Muffins.
PROMOTION PLAN 5
References
Hanssens, D. M., Pauwels, K. H., Srinivasan, S., Vanhuele, M., & Yildirim, G. (2014).
Consumer attitude metrics for guiding marketing mix decisions. Marketing Science,
33(4), 534-550.
Yu, Y. C. (2013). Performance of Food and Beverage Department Promoted through
Promotion plan. IJACT: International Journal of Advancements in Computing
Technology, 5(6), 160-166.
