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Marketing plan for an existing product Essay Example

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Marketing plan for an existing product

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Even milk-free products are also available. Emulsifiers are added precautious to enhance the smoothness and creaminess of the ice creams. Food safety is its priority and it maintains SQF level 3. Along with safety, they control allergen rigorously. It annually manufactures over 500 different products crossing over 12 million gallons of ice creams. Since, children are attracted more towards ice creams; hence, they are made available in schools and near children’s parks, also through ice cream stands, independent stores.The consumer base of Perry’s ice creams consists of children and young customers, who are also health conscious. Statistics reveals that around 70 percent of American consumers are trying to lead their life in a healthy way. However, the percentage of those working to achieve healthy lifestyle is very less (Turnbull Peter and Valla 236).The line of distribution consists of ice cream stands, schools and independent stores. It also gives same importance to online ordering. In ice cream stands they provide wide collection of items under one roof. It collaborates with schools to sell their nutritious and delicious ice creams (Source- “About us”).According to USDA’s Food and Nutrition Service for Nutrition Standards in the National School Lunch and School Breakfast Programs, Perry’s Ice Cream satisfies the final rule by offering 6 ice cream novelties (Mangold, Glynn and Faulds 573). Hence, it acquired an A plus remark. They also supply through independent stores. The distribution fleet of the company covers over 120 units (trailers, trucks, tractors). Its main distributors are, Nestlé, Ben & Jerry’s, Häagen-Dazs and other national brands. It supplies to over 30 countries which is the evidence of its growing business.Perry’s Ice Cream experiences a lot of pressure from market competitions. The direct competitors are those companies that also sell different flavored ice creams and sorbets that include the famous Baskin and Robbins, Blue Bell Creameries, Hershey’s, etc. other small manufacturers, online ice cream outlets (Fifield 29). The indirect competitors include, cookery shows and cookbooks that provide ice cream recipes, other healthy options like frozen fruit yoghurt and chilled health drinks also act as their substitutes.Just after the wave of great depression, the company fully started developing. In 1970, it outgrew its

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Works Cited

Ryan, Damien. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Croydon: Kogan Page Publishers, 2014. Print.

Turnbull, Peter, W. and Jean-Paul Valla. Strategies for international industrial marketing. London: Routledge Publishers, 2013. Print.

Fifield, Paul. Marketing Strategy. London: Routledge Publishers, 2012. Print.

Cronin Jr., J. Joseph, Jeffery S. Smith, Mark R. Gleim, Edward Ramirez and Jennifer Dawn Martinez. “Green Marketing Strategies: an Examination of stakeholders and the Opportunities they present”. Journal of the Academy of Marketing Science 39.1 (2011): 158-174. Print.

Chatterji, Aaron K. and Kira R. Fabrizio. “Using Users: When does External Knowledge Enhance Corporate Product Innovation?”. Strategic Management Journal 35.10 (2014): 1427: 1445. Print.

Ferrel, O.C. and Michael Hartline. Marketing Strategy, Text and Cases. Connecticut: Cengage Learning (2012). Print.

Cross, James C., Thomas J. Belich and William Rudelius. “How Marketing Managers Use Market Segmentation: An Exploratory Study”. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 20.9 (2014): 531-536. Print.

Etimur, Burcak and Gokcen Coskuner- Balli. “Navigating the Institutional Logics of Markets: Implications for Strategic Brand Managmenent”. Journal of Marketing 79.2 (2015): 40-61. Print.

Koh, Anthony C. And John K. Wong. The Impact of International Marketing Research on Export Marketing Strategy: An Empirical Investigation. Boston: Springer (2014). Print.

Morgan, Neil A., Douglas W. Vorhies and Charlotte H. Mason. “Market Orientation, Marketing Capabilities and Firm Performance”. Strategic Management Journal 30.8 (2009): 909-920. Print.

Mangold, W. Glynn and David J. Faulds. “Social Media: the New Hybrid Element of the Promotion Mix”. Business Horizons 52.4 (2009): 357-365. Print.

Lee, Kaman. “Opportunities for Green Marketing: Young Consumers”. Marketing Intelligence and Planning 26.6 (2008): 573-586. Print.

“About us”. Perry’s Ice Cream. Perry’s Ice Cream, October 2014. Web. 21 May, 2015.

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preview essay on Marketing plan for an existing product
  • Pages: 8 (2000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Masters
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