As a new ice cream company, Sweaty Company aimed to introduce the brand in the market. In order to be famous the company needs to do many efforts to increase the sales volume. Therefore, research and plan following by promotion is set up to reach the goals. The company is going to highlight some point, such as new product objective, sales objectives, retain earnings objective, market share objectives, social responsibility objective, and timing objectives.1. New product objectiveWe plan to sell ice cream that targeting three different segments that are family segment, gourmet segment and life style segment. We are going to sell strawberry flavor ice cream for the family segment only in the first period. Both gourmet and life style segment products will be launch in the third period.2. Sa ...view middle of the document...
3. Retain earnings objectiveOver the 12 months period, we plan to increase retain earning for more than double, that is up to around $7 million. Therefore, we will do strong effort in our marketing mix to introduce our new product and also plan the most effective step for our implementation and control to reach this goal. Such effort is including efficient resource allocation and financial plan on each segment.4. Marker share objectiveWe would like to increase our market share for around 2% per annum in the ice cream market. As the company share is based on the target market, we will also provide the share's details of total territory share on each company together with the sales report from each intermediary through the channel distribution.5. Timing objectiveAs we are selling ice cream, seasonal impact has a big influence in the society demand. People will usually buy ice cream in the summer season; conversely, in winter ice cream product is hardly sold. Therefore, we plan to decrease our production in winter and do more promotion to stimulate the buying sensitivity for the following season. Then, in the summer season we will increase our productivity and make the product available in the right amount and in the right place when the customer wants them.6. Social responsibility objectiveSince pollution and health issue become so popular, people start to consider about surroundings area. Nobody can stand together in a dirty environment. Therefore, our company plans to provide rubbish bins to almost every channel distribution. Rubbish bins can built own company image and also promote our brand to the society. Another action to be responsible in the environment issue is about the use of plastic container. We are going to use plastic container because it is strong, can protect the ice cream from leaking. Plastic container is also reusable and recyclable.
