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Buffalo Meat Products Launch Report

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Updated: May 7th, 2019

Executive Summary

The main purpose of the information presented is determine ways, which the current buffalo meat products would be launched in the market, the potential avenues of marketing the new brand products of Buffalo Meat, such as sausages and kebabs could be made and sold to the consumers.

On the new brand product analysis, the business would perhaps draw the consumers, mostly from all the potential customers within the communities of operation, provided that they are able and willing to purchase such products. The identification of primary target audience would be based on the earning of the potential clients.

The targeted primary audience includes the clients from the middle income category who are drawn from difference gender and age groups. Notably, the categories of income earners were selected since they are the majority and have the ability to buy such products.

The choice of location for the company was very significant, if they have to achieve the goals. In addition, this could be influenced by the accessibility, which is one of the most vital requirements for maximizing the production, marketing and sales of the meat products. The location choice was also predisposed by the state of art road networks that were constructed in the area.

Concerning the benefits/claims and promises associated with the new brand product, the business intends to benefit from the high sales turnover, which usually characterize the new products in the market. The claim of a considerable market would facilitate the realization of the high sales. As well, the business promises its customers better services and high quality products.

The business premise and brand personality have to be within reach of the potential clients and other people in the public who may be interested in learning more about the products. This might make the new brand and its blends to be in line with the strategy model. The message appeal is intended to attract the clients during marginal cost campaign. This is related to the Foote, Cone, and Belding strategy planning models of marketing.

The types of message appeals in this campaign that the business intend to use include, advertising, sales promotion, direct marketing, and personal selling. Specifically, the two media vehicles included the internet and television programs, which are used in facilitating the marketing campaigns. Moreover, the media schedule is expected to be continuous.

The budget depends on the cheapest options available at the moment. The marginal cost program will be evaluated, and this is based on the outcome of the marketing criteria applied. The MC programs are practical and beneficial to the company as they will determine the profitability of the marketing campaign used.

Introduction

The purpose of this report is to identify the means through which marketing research and promotion of the products would benefit the business. Mostly, the introduction of the new meat products in the relatively diversified market and the purported potential opportunities, amid challenges in marketing the brand is a difficult aspect and should be approached with caution (Errigo & Zempol, 2011).

The targeted primary audience includes the clients from the middle income category drawn from difference gender and age groupings. Particularly, the selected audience consists of income earners were selected since they form the mass and have the ability to acquire such products (Kotler & Armstrong, 2009).

The geographical location for the business is very competitive for profit maximization, because it is accessible to many promising clients. The location aims at making the business to achieve its objectives.

On planning for the entire report, the pricing plan for the packages will to be competitive and would be affordable and accessible to the customers (National Bison Association, 2010). In fact, the whole process of marketing would establish the consumers’ opinion about the new products.

Communication Objectives

Some of the communication objectives include the following. First, to make sure that the vital information about the product reaches the market (Belch & Belch, 2009).

This would enable the consumers to make informed choices on buying the products. Second, communication would make the seller to address all the customers’ concerns on the product (Blythe, 2006). Third, communication is the only sure way of increasing awareness on the availability of the products (Blythe, 2006).

The Key Benefits, Claims

There are a lot of benefits that the consumers get in using the products. For instance, the use and marketing of Buffalo meat in fast food and retail outlets has increased the preference to the delicacy (Gigli, 1996). However, with increase in preference he stressed the safety of Buffalo meat in medical application.

Precisely, the preference and subsequent overuse of the Buffalo meat and other products have created an increase in demand and trade (National Bison Association, 2010). Furthermore, Markel indicated that Freud had no explanation for the increase in preference and should have reconsidered his recommendation for the use of Buffalo meat in satisfying the consumers (National Bison Association, 2010).

Despite the general agreement among the scholars that taking Buffalo meat actually increases the customers’ interest and other delicacy desires, its prolonged use would affect the health of an individual consumer. As a result, Freud’s recommendations on its satisfaction could not offer solution to the customers’ continuous demand for the products (National Bison Association, 2010).

Furthermore, Freud’s renewed the marketing of Buffalo meat through giving recommendation showed that he had done adequate marketing research on the future of the products on the users. Therefore, the consumers increased their preference to the products (National Bison Association, 2010).

He dissented from the claim that the consumers’ ideas had resulted to their satisfaction and relieved them from the psychosomatic ailments such as emotions. Instead, he pointed out that such ailments result from the day-to-day occurrences and solving them would mean satisfying the human needs, including food, shelter and other social well-being.

Promises associated with the New Brand

In marketing, the uniqueness of the new brand in the market might increase the consumers’ preference (Belch & Belch, 2009). In addition, the scholars showed that the people with behavioral problems are under the influence of Buffalo meat products, in which increased preference might has sufficient proof, but merely a dream (Shimp, 2007).

In other way, the scholars argue that the psycho-analysis in marketing of new products might be the best way to sell Buffalo meat products. Preference cases worked well, as opposed to the application of other modes of selling Buffalo meat products, such as sausages, which has far-reaching good impacts on the user’s health and appetite (Belch & Belch, 2009).

In the pretence of growth and civilization, considering the aggressive marketing of the products, one cannot believe that the users of Buffalo meat products might suffer from the impacts of excessive consumption of protein. Therefore, such should be highlighted during marketing (Kerin, Hartley & Rudelius, 2010). Such consequences, if not explained might cause problems that are associated with excessive consumption of Buffalo meat products.

However, Crew asserts that the discoveries that Freud made, should form the basis of further research on the suitability of Buffalo meat, without discrediting them at first sight. He indicates that the theories and other useful findings of market research could be developed to provide better solution to the human problems of overconsumption, which characterize the modern society (Hutton & Mulhern, 2002).

As well, the scholars denoted that the overuse of Buffalo meat products had more disadvantages than the anticipated good, implying that all products have almost similar consequences in the long run (Kotler & Armstrong, 2009).

Furthermore, he illustrated that influence and recommendations through uninformed marketing research are the factors to blame for decreasing the rate at which the customers order Buffalo meat products (National Bison Association, 2010). Despite the differences in opinion, the scholars seemed to share Freud’s dream about the increase in demand and use of Buffalo meat in future, and did not anticipate its consequences on the user’s health.

The Brand Personality

Marketing the new product brands are intended to create an acceptable platform for wooing the customers. Notably, the concept of brand personality involves the use of new products developments, purposely to aide in the creation of services and products that seek to optimize the use of the prevailing natural resources (Grewal & Levy, 2011).

Similarly, it adds a significant economic value to the product users, which has been a predominant focus of the contemporary highly technology-based manufacturing industries (Kerin, Hartley & Rudelius, 2010). This creates the significance of the resultant products and customer preferences.

The New Brand as it fits on the Foote, Cone, and Belding Strategy Planning Model

Through adequate marketing of the new products, they might claim the top position of top brand in the market. This new brand seeks to include several compliant features that would increase its preference and appeal on the global market place. Such compliant features of the product intend to make the products attaining significant importance among the consumers (Belch & Belch, 2009). This could make the products to have increased demand in the market.

Some of the message appeals that the business intends to use during marketing include reliability, affordability and acceptability.

The Campaign Tagline

In marketing the new products, the following tagline could be used, and in evaluating the progress and achievements in as far as the customer satisfaction is concerned.

Before, During, After Matrix

Stakeholder Before Marketing During Marketing After Marketing
Marketing Managers Facilitate the approval of the Marketing program The managers should individually introduce the new products in all the sessions On a regular basis, monitor the progress of the relationship managers in utilizing the skills and knowledge learned from the Marketing outcomes
Enhance the communication of the strategic importance of the Marketing relationship software package. This would help the staff to achieve the strategic goals of Marketing. Should initiate the reinforcement of the strategic importance of the Marketing program to the rest of the prospective consumers. Require and monitor the delivery of regular reports on the strategic goals aligned to the Marketing and implementation of the guidelines.
Marketers Actively participate in the sales analysis, promotion needs assessment and the designing of the Marketing program Attend and actively participate during the promotion sessions Promptly practice the new skills and on continuous basis discuss the action plan with the marketing managers
Confer with the marketing managers on the choice and functional appropriateness of the Marketing relationship package in bolstering the sales capacity. Openly discuss and identify the prevailing barriers to the implementation of the Marketing program as well as practicability complexities associated with the sales package. Evaluate own performance and work with the other team mates to remove the imminent barriers while applying the learnt skills in doing further promotion.
Marketers Join all the other marketers in the briefing about the significance of the Marketing program in helping the team to achieve organizational strategic goals. Support and/or lead all the promotion sessions. In collaboration with the marketing managers plan support for the marketers.
Help in designing, evaluating and providing the necessary materials as specified in the Marketing program. Facilitate the integration of the pre-marketing information into the design and activities of the promotion. Evaluate and assess own performance of during the promotion to determine the level of use of the new marketing skills achieved.

Cost Benefit Calculations

Full Loaded Costs
Needs Assessment (prorated over 4 years) $900
Product Development (prorated over 2 years) $2,000
Promotion Materials ($120 per participant) $7,200
Travel, Meals, Lodging ($1,600 per participant) $96,000
Facilitation and Coordination of Promotion ($4,000 per day for 3 days) $12,000
Facilities and Refreshment ($890 a day) $2,670
Participants’ salaries and allowances (plus other benefits at 25% of salary) for time involved in program $37,218
Training and Education Overhead for Marketers ($625 per day) $1,875
Evaluation of Pilot Program at Behavioral (Level 3) and Results (Level 4) levels $5,000
Total Costs $164,863
Benefits
Total Benefits $329,201
Benefits Cost Ratio 2.00
Net Total Benefits $164,338
Return on Investment (ROI) 99.7%

Benefits Cost Ratio = Total Benefits / Total Costs

= 329,201 / 164,863

= 2.00/1

Return on Investment = Net Total Benefits / Total Costs

= (329,201 – 164, 863) / 164,863

= 99.7%

The MC Functions that have been used Advertising, Sales Promotion, Direct Marketing, and Personal Selling

Advertising

This is the creation of awareness of the new products through using roadside bill boards, internet, newspapers, and magazines, indicating the food and flavor components of the products (Blythe, 2006). It is justifiable to use such means since they would reach many people.

The rationale for using the MC function is that it aims at attracting the potential clients to purchase and test the products (Hutton & Mulhern, 2002). The most appropriate media are to be used in marketing the products, for instance the one that is cheap and able to reach the majority of the population.

The key aspects of the meat products should be advertised depending on the quantities and cost so that the consumers may consider if they are able to purchase and using them (Waller, 1998). Doing such would position them above their competitors in the business.

Sales Promotion

This includes promoting the product brand logo through printing T-shirts, staging road shows, sponsoring television and radio programs and using the internet. Sometimes, sales promotion could include giving of free gifts and samples to the perceived interested consumers so that they could feel the difference (Parente, 2006).

Sales promotion is justifiable since it increases the people’s awareness on the existence of the product. Alternatively, the promoters could offer the products at reduced prices and transport them to the customers (Waller, 1998). Though it comes with some cost, it could attract the potential buyers. In carrying out the promotions, video blogging becomes the best option and should be done after selecting the suitable media channel that could reach the majority (Rossiter & Bellman, 2005).

Direct Marketing

Notably, direct marketing involves taking the products to the consumers, thus relieving them from looking for the products (Scott, 2010). Here, the customer will order for the products and, on paying for the cost, the products would be delivered within a given period.

Sometimes, the payment could be made on delivery of the products. Under the system, the guerrilla marketing would be appropriate for outdoing the competitors (Blythe, 2006). The justification is its ability to create contact with the consumers.

Personal Selling

Under personal selling, the retailer sells directly to the consumers, therefore promoting the contact and relationship between the buyers and sellers (Jantsch, 2011). Through this interaction, the customers are free to ask questions pertaining to the use of the products, or seek more information on the constituents. This method is justifiable because it increases customers’ confidence on the products, thus retaining.

Costing for Each MC Function

Mode of Marketing Criterion Function Marginal Cost(USD $)
Advertising Bill Boards 40,125
Internet Advertising 100,004
Newspapers 100,085
Magazines 10,227
Sales Promotion Printing T-shirts 90,000
Road Shows 101,210
Sponsoring radio programs 100,069
Using the internet 107,152
Sponsoring television Programs 103,025
Free gifts 30,059
Free samples 11,364
Transportation cost 100,000
Paying promoters 100,285
Direct Marketing Transportation cost 22,002
Salaries to the workers 101,500
Personal Selling Paying salaries to workers 100,100
Total 1,217,207

Link between the Evidence of MC Function and Achievements of the Objectives

Through advertising, sales promotion, direct selling and personal selling, wooing customers would be easy despite imminent competition (Blythe, 2006). Notably, the business can benefit from the various potential market opportunities such as increasing population and income levels among the consumers of Buffalo meat products, a rise in preference especially for Buffalo meat.

In addition, availability of the products has also increased the need for the business (Grewal & Levy, 2011). The opportunities could be also leveraged during marketing of the brand product through employing a number of workers who would serve the customers appropriately.

Specific Media Mix

The two media mix includes advertising and sales promotion. The choice of media was due to their ability to reach the majority of potential clients. The frequency of each media mix will be four times a week on the television station. The break down of the cost associated with each media is provided in the table above on (Costing for Each MC Function).

Since many people who are considered as being primary audience have access to the television, it justifies the link between the media vehicle used and the audience. The media scheduling pattern is tied to the time when the potential clients are off their duties so that as many as possible could be reached.

Conclusion and Recommendation

In summary, the business is likely to succeed through its positioning strategy in the market. Notably, the entry would also determine the extent of success that the business might achieve. This is possible after creating awareness to the buyers. This is most likely done through promotion and advertising that target a particular primary audience.

As a result of the marketing campaign, the report observed that it relied on the use of advertising, direct marketing, sales promotion, and personal selling. Particularly, the two media vehicles, which were most preferred, included the internet and television programs.

The budget also depended on the cheapest options available for the marketing service provider. The marginal cost was evaluated based on the outcome of the marketing criteria applied. The MC programs are beneficial to the company as they determined the profitability of the marketing campaign that the service provider implemented.

In this regard, it is recommended that the service provider selects a suitable marketing option that is reliable, acceptable, workable and acceptable. The business person should choose the advertising, method of sales promotion, direct selling, and personal selling options, which may not result to high losses. Therefore, the method should be cheap and easy to implement.

References

Belch, G. E., & Belch, M. A. (2009). Advertising and promotion: An integrated marketing communications perspective (8th Ed.). Boston, Mass: McGraw-Hill.

Blythe, J. (2006). Essentials of Marketing Communications (3rd Ed.). New York: FT/Prentice Hall.

Errigo, J. & Zempol, E. (2011). A Lean Marketing Revolution: The Timeless-Know How Principles. Kindle eBooks.

Grewal, D. & Levy, M. (2011). Marketing. New York, NY: McGraw-Hill.

Gigli, S. (1996). International Symposium on Buffalo Products: Proceedings of the International Symposium on Buffalo Products. Wageningen: Wageningen Academic Publishers.

Hutton, J. G., & Mulhern, F. J. (2002). Marketing communications: Integrated theory, strategy & Tactics. Hackensack, N.J.: Pentagram Publishing.

Jantsch, J. (2011). Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide. New York, NY: Thomas Nelson Publishers.

Kerin, R., Hartley, S., & Rudelius, W. (2010). Marketing. New York, NY: Pearson.

Kotler, P. & Armstrong, G. (2009). Principles of Marketing (13th Ed.). New York, NY: Prentice Hall.

National Bison Association (2010).The Bison Producers’ Handbook – A Complete Guide to Production and Marketing. New York Times.

Parente, D. (2006). Advertising campaign strategy. A guide to marketing communication plans (4th Ed.). Mason, Ohio: Thomson/South-Western.

Rossiter, J. & Bellman, S. (2005). Marketing communications: Theory and applications. Frenchs Forest, N.S.W: Prentice Hall.

Scott, D. M. (2010). The New Rules of Marketing and PR. (2nd Ed.). New York, NY: Wiley.

Shimp, T. (2007). Advertising, promotion, and other aspects of integrated marketing communications. (7th Ed.). Mason, Ohio: Thomson South-Western.

Waller, D. (1998). How to prepare a promotional plan. Sydney: McGraw-Hill.

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