Sales forecast



Marketing Plan for Red Mango ?Table of ContentsExecutive SummarySituation AnalysisDescription of organization and product or serviceIndustry analysisindustry overviewenvironmental analysis five forces analysisCompetitor analysis (with table)Company analysisSWOT analysis (with table)Key issues statementMarketing Goals (Objectives)Marketing StrategyTarget market descriptionPoints of differencePositioning statementMarketing ProgramProduct strategy (with table)Price strategyDistribution (place) strategy Marketing communications (promotion) strategyFinancial ProjectionsSales forecast Financial statementsMonitoring and ControlImplementation timetable Evaluation and controlAppendices/ExhibitsBibliographyExecutive SummaryRed Mango is a frozen yogurt brand that is very popular on the West Coast of the United States. Currently Red Mango is expanding onto the East Coast and in other parts of the United States. Another main expansion of Red Mango is their movement into airports. The goal of this expansion is to provide travelers with a healthy snack to grab on the go. Currently Red Mango is in the growth stage of the Industry Life Cycle. In order to maintain its “hip” image, Red Mango needs to constantly innovate new ways to maintain their image. Red Mango can do this by implementing Fruizo, a dairy-free option for dessert. This product fits into Red Mango’s image by providing a fun and healthy alternative to ice cream and other frozen desserts. Fruizo contains only fruit, water, and organic cane sugar and a small contains 90 calories or less. This is a fantastic option for people who are watching their weight or cannot eat dairy. One of the threats that Red Mango faces are that there is fierce competition with Pinkberry and there are negligible points of difference between the two companies. Another threat that Red Mango faces is that frozen yogurt is a food trend right now that came into style and might go out of style as well. If frozen yogurt goes out of style Red Mango will have a difficult time surviving. There are two main opportunities that Red Mango should take advantage of. One of these opportunities is making acquisitions by purchasing more land and retail space to open more locations. Another main opportunity is breaking into the Fruizo market because this will open up Red Mango’s customer base and will introduce innovation to the frozen yogurt industry. In order to counteract these threats Red Mango needs to make their frozen yogurt the go to dessert choice. They can do this by staying on top of trends in the frozen yogurt industry and also continuing to appeal to the “hip” image that attracts their target market. One way that Red Mango should do this is by launching Fruizo on New Year’s Eve and have an in-store party. This will appeal to the “hip” and fun image of the company. The target market for Red Mango is young, college aged adults who want something healthy that they can grab on the way to class or work. However, by expanding its product line to Fruizo Red Mango will be able to better appeal to potential target markets. These markets include vegans and people who are lactose intolerant and can’t eat dairy. This will also better appeal to people who are trying to lose weight or buy healthier desserts for their family. This will also give Red Mango a sustainable advantage because right now only one small store in New York City sells Fruizo. Also, due to Red Mango being a larger and more well-known brand when they introduce Fruizo as a product it will create more buzz than a small company in New York City introducing it. There are only three ingredients required to make Fruizo: fruit, water, and organic cane sugar. Due to this the bottom line will be affected greatly and Red Mango’s profits will increase. The simplicity and organic quality of Fruizo fits into Red Mango’s current product line and it will appeal to consumers of Red Mango. Situation AnalysisDescription of CompanyRed Mango is a frozen yogurt and smoothie franchise which originated in South Korea in 2002 and due to its increasing popularity is located in over 200 locations and 70 cities around the world. Red Mango first opened in the United States in 2007 in Los Angeles, California. Due to the new health craze, Red Mango’s popularity has increased thanks to their low calorie desserts and snacks. Red Mango is a fairly new company in the United States but is spreading fast. Boston has just started its own chain on Huntington Avenue and due to its increasing success will be opening more in the area. It competes with local ice cream stores and other frozen yogurt places but these companies fail to give the delicious quality that Red Mango has to offer.Industry AnalysisIndustry Overview Red Mango is a frozen yogurt shop that is part of NAICS classification 722213, which encompasses companies that sell snacks and non-alcoholic beverages that are not packaged. This includes companies that sell ice cream as well as frozen yogurt shops, which are NAICS classification number 7222132. The SIC number that corresponds to this industry is 5812.Red Mango’s competitors within the frozen yogurt industry are Pinkberry, Berryline, and other frozen yogurt shops. However, when a consumer is choosing what to have for dessert, frozen yogurt is generally competing against ice cream. So, it is important that Red Mango’s competitors include companies like Ben and Jerry’s and Coldstone Creamery, as well as Pinkberry. The frozen yogurt industry as a dessert isn’t the only thing that Red Mango’s products are part of. They have recently moved into smoothies and parfaits as a way to use the health trend that is happening right now to push their product as a lunch or snack option and not solely an option for dessert. Right now the frozen yogurt industry is in the growth stage of the Industry Life Cycle. At the moment the health trend is having a huge impact on the way society acts in choosing what they eat and put into their body. Due to this the popularity of frozen yogurt has exploded in the past couple of years. For example, Red Mango is expecting to open up several locations in airports. Dan Kim the CEO of Red Mango is quoted saying, “We will directly impact dining options that promote a healthy lifestyle for busy travelers” (Shapley 2010). Red Mango is answering society’s demand for more than just nourishment from their food and beverage choices. Due to this Red Mango is able to play off of the demand for healthy options by creating a product that appeals to this need by consumers.The industry trend for healthier foods doesn’t just mean that people want lower calorie food; they are also interested in foods that are nutritious. Red Mango is able to play off of this by focusing on their all-natural frozen yogurt which appeals to consumers wants for nutritious, natural, and organic options. Environmental AnalysisThe major social force that affects Red Mango is that people are beginning to demand more from their food providers. Society demands that manufacturers be accountable for what they put into their products. Red Mango is able to use this to their advantage by creating an ad campaign that capitalizes on their simple, natural form of frozen yogurt and dessert. The target market for Red Mango is people who enjoy healthier options for dessert. Their location in airports is ideal to offer healthy options for travelers on the go. Due to the economy a lot of people are cutting back on desserts and other items that are not necessities. This can cause a threat to the company because people may cut back on their spending on luxuries such as Red Mango. This is also an opportunity for them to create a niche for their product where their product is considered a necessity. Five Forces AnalysisThreat of new entry is moderate because the highly successful ability to franchise a smaller-platform store such as Red Mango is easy comparing to other bigger brands such as McDonalds and Starbucks. Therefore, it is easy for new competitors to enter the local market and gain a portion of the market share. The industry is new and companies who enter it have the potential to be successful because frozen yogurt is a trendy snack targeting to those customers who want to live and eat healthily. Red Mango holds a strong position in the industry. Locally, the rivalries of Red Mango are Pinkberry at Newbury St., Berryline, and Mix in the Boston University area. Due to their locations being close to each other they pose moderate threat. In terms of threat of substitute products, the closest products to frozen yogurt are ice cream and smoothies. Ice cream has a high amount of calories in the same portion comparing to frozen yogurt and smoothies. However, customers who are health conscious are loyal to frozen yogurt and smoothies do not have the same creamy taste that frozen yogurt has. For consumers who do not already make frozen yogurt their first choice there is a larger threat to Red Mango. There is a moderate switching cost between Red Mango and other stores. Red Mango is recognized by its special taste and its store concept. However, there are multiple choices with similar price and taste in the small city, Boston. Additionally, Pinkberry is the newcomer to the city, so it can attract a lot of attention from the public. It is quite easy for customers to choose a different brand than Red Mango. Lastly, suppliers to Red Mango pose a low bargaining power because its main supply is fresh fruit and other toppings. The store has its own machine and supply for the yogurt. Competitor AnalysisOur Company:Red Mango Competitor A:BerryLineCompetitor B:JP Licks/Ben and Jerrys/pink berry Product Description/FeaturesAll-Natural frozen yogurt w/probiotics. Parfaits, smoothies, tea, and chillersrich and creamy frozen yogurtice cream, frozen yogurt, sorbet, and ice cream novelty productsTarget MarketActive and Health-conscious consumersLocal Bostonians Consistently changingPositioning strategyExtremely satisfying one of a kind sensation that is irresistibly delicious and undeniable nutritious.Berryline is in no way a franchise and is thus able to provide you with personalized attention, where your ideas can manifest into realityA variety of different types of frozen treats sold in private Ben and Jerry shops as well as in grocery stores and gas stationsProduct benefitsCalcium, protein and live and active cultures. Non-fat and Gluten free.Skim Milk, Yogurt, Cane Sugar, Emulsifiers & Stabilizers, Flavors as neededIntroduction to more fat-free and healthy alternative ice cream and frozen yogurt. Provides allergen free and gluten free in some flavorsDistributionMade by licensed dairy manufacturers in the U.S. and freshly delivered to each store.Locally in BostonGlobal operation with sales in USA, Europe and AsiaPromotionClub Mango. Earn mango points for every purchase. Redeem for Red Mango Products.Frequent buyer card. 10 stamps equal a free yogurtGrocery store coupons for pints and quartsCompetitive Classification (leader, Challenger, Follower)Challenger. Fastest growing retailer in the Frozen yogurt industry Challenger in the yogurt industryLeader in homemade ice cream divisionRating Against Industry Key success Factors (which skills/assets do they possess, and which are they deficient in?)Possess Trendy Assets. Deficient in old-fashion ice cream shop. Local established located by colleges and young work environment. No room to grow.A prestigious, established, successful hope made ice cream company expanded all over the world. Consumers concerned about fattening dessert products.Other Strengths Stores are stylish, comfortable and uplifting destinations.Simple but successful ideaPlan to roll out the country’s first HFC-free freezers that do not emit harmful chemicals into the atmosphere.Other WeaknessesSmall range target market. Targets to a young trendy crowd.No place to sit and eat the yogurt inside.They need more experienced management to fuel aggressive growth in a downturned economy Company AnalysisRed Mango focuses on the art of being healthy - the products that Red Mango has to offer are smoothies, frozen yogurt topped with fresh cut fruit and parfaits. The frozen yogurt at this company is different from others such as Berryline and ice cream chains because it is an all-natural nonfat frozen yogurt that has all of yogurt’s natural goodness, such as calcium, protein and live and active cultures that are good for your body. Red Mango not only focuses on being healthy with its products but also focuses on giving the customer a nice place to sit and eat the delicious snack. “Red Mango adds a new dimension to the landscape of the frozen yogurt industry by offering an entirely unique sensory experience; our stores are stylish, comfortable and uplifting destinations where active and health-conscious customers can create their perfect treat, relax and energize” (Red Mango). Red Mango provides an escape for the typical successful and motivated health conscious consumer who is looking to recuperate from a stressful and busy day. ??????????? Daniel J. Kim is the founder, chief concept officer, and a member of the Board of Directors. He perfected the Red Mango yogurt recipe in his own kitchen and then took it to the corporate level. The original idea of the company came from South Korea and was changed to fit the culture and atmosphere of the United States. ??????????? The employees at Red Mango are trained specifically to educate the customer on the product and its healthy qualities. They know all aspects of the product and provide excellent customer service. This creates a sense of warmth in their stores. Red Mango is in an excellent financial position. It brought in twelve million dollars in 2008, with only a handful of stores in the United States. This is an amazing amount of revenue for a new store competing with several other frozen yogurt chains and a multitude of ice cream chains. The market share for Red Mango is prominent on the West Coast but very weak on the East Coast. The goal of this campaign is to increase Red Mango’s popularity on the East Coast and increase brand awareness. SWOT AnalysisSWOT Analysis StrengthsInnovation: first frozen yogurt company to have the “Live and Active Culture” seal of approval. Geographic locations: main presence is in the Midwest. Franchises: Red Mango is a franchised business.Healthy: the food served is nutritious and good for you. WeaknessesLow market share: competitor Pinkberry currently holds most of the market share. Small New England presence: of their 120 locations 3 are located in New England states. Small target range: targeted towards young trendy college kids who make up a small part of the overall market. Targets to a young trendy crowd: trends go in and out of style, so could Red Mango. OpportunitiesAcquisitions: purchasing more land and retail space to open more locations. Asset leverage: booming business and 120 locations make loans for expanding more accessible. Dairy free: breaking into the “Fruizo” market, a dairy free ice cream alternative. Expansion in N.E: well over 150 colleges/universities in the 6 New England states alone, all with trendy young people looking for healthy snacks. ThreatsCompetitors: fierce competition with competitors like Pinkberry.Food trends: food trends go in and out of style, Red Mango would have a hard time surviving if frozen yogurt goes out of style. Competing with desserts in general, not just frozen yogurt: Red Mango is looking to be a healthy alternative to other dessert/ice cream stores; competition in other industries could prove to be a threat. Key IssuesGeographic distribution is mainly on the West Coast. Competing with Frozen yogurt, ice cream, and the dessert market in general. Lack of brand awareness in the majority of the country.Frozen Yogurt is a food trend, and trends go in and out of style. Fierce, cut throat competition with competitors like Pinkberry. Marketing Goals (Objectives)Three more franchises within the next two years on the East CoastSuccessfully implement Fruizo into 2/3 of our locationsHave Red Mango surpass Pinkberry in popularity (ex. Through a survey)Develop a partnership with Whole Foods and other organic grocery stores to sell pints of frozen yogurtMarketing StrategyTarget Market Selection and Market SegmentationCurrent Target Market: The current target market is young, college-aged adults. The consumer of Red Mango is hip and health conscious. They are purchasing items that not only taste good, but are also beneficial to themselves, the environment, or others. Red Mango creates a community where consumers can hang out. However, Red Mango also caters to their busy lifestyles by making it easy to pick up a frozen yogurt or smoothie on the way to class. These consumers purchase items because of the image it gives them. For example, college students buy Mac laptops because of the “hip” factor versus the image that a PC will give them. Red Mango is comparable in trendiness to Apple products. The consumer that purchases Apple products continues to purchase Apple products because they are continuously innovating their products. In order to continue to keep this market’s attention Red Mango needs to continuously innovate as well. Potential Target Markets: There are two potential target markets for Red Mango. The first are health-conscious mothers who are looking for a healthier option to ice cream for their children. Red Mango can target these consumers by selling their frozen yogurt in pints at grocery stores. By selling in grocery stores Red Mango will be able to reach a larger number of target markets. The other potential target market Red Mango can reach is by selling Fruizo. Fruizo is a new innovation in ice cream that contains no dairy products. Simply Peeled in New York City is a new store that sells Fruizo, a type of dessert that consists of only three ingredients: real fruit, filtered water, and a bit of organic cane sugar. We would suggest that Red Mango create a line of something similar to Fruizo. There are very little calories in Simply Peeled’s Fruizo. For example there is less than 90 calories in a small serving. Fruizo is perfect for Red Mango’s current customers because it offers a satisfying treat that is even lower in calories than their frozen yogurt. When combined with fruit and other ingredients Fruizo is perfect in smoothies. The major importance of incorporating a product like Fruizo is that it has a creamy taste, which makes it impossible to believe there is no dairy in it. Therefore, people who are vegan or lactose intolerant can get all the creaminess of ice cream or frozen yogurt without the dairy aspect. By creating a product similar to Fruizo, Red Mango will be able to attract different groups of consumers. Points of DifferenceRed Mango is known for its authentic frozen yogurt. This is because it contains live and active cultures. They are the source of the benefits of eating yogurt. In order to get the seal of live and active cultures there must be 10 million cultures per gram at the same time the frozen yogurt is made. Red Mango received this seal of approval, while Pinkberry did not. This is the main point of difference between Red Mango and some other frozen yogurt brands. This makes Red Mango the healthiest choice in frozen yogurt. This is not a very sustainable difference because Pinkberry can change their recipe so that they receive the seal of live and active cultures. They also don’t have a dairy-free option for people who are vegan or lactose-intolerant. Therefore this will be a major point of difference.Positioning StatementsFor the busy college student who cares about their health and what they are putting into their bodies, Red Mango is the perfect option that combines trendiness with a healthy lifestyle. For people who live a healthy lifestyle, Red Mango is the best tasting frozen yogurt that satisfies any sweet craving but also provides nutrition in every serving.For the calorie conscious Red Mango satisfies your sweet tooth while it provides nutrition in every bite. For a trendy college student on the go, Red Mango is a healthy option that provides satisfying and filling snacks to grab on the way to class, work, after a workout or before a night out. Marketing ProgramProduct strategy:Red Mango offers different options for health-conscious customers including frozen yogurt and smoothies. Red Mango frozen yogurt is authentic and has low calories in the small portion. For a ? cup, the customer consumes 90 calories with Red Mango frozen yogurt whereas they would consume 260 calories with Ben and Jerry’s Mint Chocolate Original Ice Cream. Additionally, Red Mango frozen yogurt is proved to have the standard amount of live and active cultures per gram, proving the benefit and the good quality of Red Mango’s products. There are also many toppings and flavors of frozen yogurt that customers can choose. These toppings include fresh fruits, granola mix or dried fruits which can satisfy every customer. The flavors for the frozen yogurt vary depending on the season. For example, Pumpkin Spice is introduced before the Thanksgiving. With Pumpkin Spice, customer can enjoy the mix of pumpkin and cinnamon in a serving of ? cup with 80 calories of consuming. As a new product introduction Red Mango will introduce Fruizo, a new way to enjoy frozen dessert targeting the vegan and lactose-intolerant consumers. Fruizo is a frozen dessert that consists of only three ingredients: real fruit, filtered water and cane sugar. The main flavors are strawberries, banana and mango. Each 3-ounce cup of Fruizo has less than 90 calories. For example, for 3 ounces of strawberry Fruizo, consumers consume 100gr of fresh fruit and 86 calories. In terms of toppings, there are multiple choices, such as fresh fruits, granola mix, gummy candy and chocolate. The flavors of Fruizo vary based on what fruit is in season, because the fruit is always fresh and never frozen. For example, for the fall months a pumpkin flavor can be made and in the winter a cranberry flavor can be added to the menu. ? Feature BenefitIngredients are only fresh fruit, organic cane sugar, and waterNo dairy in the productsVariety of choicesA healthy dessert option that’s a fun way to eat fruit Good choice for consumers who are lactose-intolerant and vegan. There are a lot of options for the customer to choose fromPricing Strategy:Frozen yogurt may be purchased in a small, medium, large or a pint size; however their most popular option is the small. Also, one, two or three toppings may be added to each serving of frozen yogurt for an additional cost. On average, yogurt is sold at $4.25 per customer. However, the new size of frozen yogurt will be introduced as a pint or a quart in supermarket or retail stores. The pint will be sold at $6.50 and the quart will be sold at $10.50. The Fruizo cups can be purchased in different sizes such as 3 ounces, 5 ounces, 7 ounces, a pint, or a quart. The smallest size is 3 ounces which is $2.99. For the next two ounces, the price goes up by $0.99. The pint is sold at $7.99 and the quart is sold at $11.99. The prices were determined for this product based on what Simply Peeled, the store that introduced Fruizo to the market, has their prices set and the prices that Red Mango sells their products at. This is a unique product to the Boston area, as well as most areas except for New York City, due to the revolutionary nature of the product, along with effective marketing, consumers will be willing to pay the higher price. Distribution Strategy:Current Distribution Method2035810-85090Manufacturer: Red Mango00Manufacturer: Red Mango2628900412750002628900179070001905000101600Retailer: Red Mango Franchises00Retailer: Red Mango Franchises262890021590000105918099060Consumers: College students and young adults00Consumers: College students and young adults2083435275590Manufacturer: Red Mango00Manufacturer: Red MangoPotential Distribution Method11049002006600028860756921500161924316865Retailer: Grocery Stores00Retailer: Grocery Stores246697513970Retailer: Red Mango Franchises00Retailer: Red Mango Franchises110490025209500356235013017500276225311150Consumers: People who want to eat healthy00Consumers: People who want to eat healthy314325036830Consumers: College students and young adults00Consumers: College students and young adultsThe main target markets of Red Mango are college students and young adults who are health conscious and would enjoy a new and fun way to eat fruit. This is a unique product that will fulfill the demand of customers in terms of low calories and nutritious ingredients as a delicious snack. Red Mango uses a direct channel to reach the target market. The brand produces and sells the products directly to their customers. The raw materials are shipped to the Red Mango franchise stores and then made in the stores and goes straight to the customers. Moreover, the brand hopes to develop a partnership with organic stores such as Whole Foods, in order to distribute the pints of frozen yogurt and Fruizo in their branch. This is a way to branch out and expand the customer base of Red Mango. Communication strategy:The goals of the promotion are to catch the attention of the public about the introduction of Fruizo and to attract new consumers to the brand in general. In terms of sales promotions, Red Mango has promoted their products through coupon books which are distributed to different colleges in the area. In order to promote Fruizo this promotion will be used for both frozen yogurt and Fruizo. For example, now customers can use the coupons to buy one frozen yogurt and get one free. Now, with the introduction of the Fruizo product, Red Mango can use these coupons to promote the new product. For example, when consumers purchase any frozen yogurt product, they receive a coupon for a free Fruizo at their next visit. As a result, consumers will be introduced to Fruizo, while still being loyal to the original Red Mango products. Therefore, Red Mango can satisfy the demands of both the new customers and the old loyal customers.Moreover, Red Mango can promote the introduction of Fruizo by sponsoring and attending annual college carnivals such as College Fest and other college events. For example, Spring Week or the Colleges of the Fenway Block Party. At these events Red Mango will have a stand where students can taste free samples of Fruizo, as well as the original frozen yogurt products. In every event, the budget is proposed to be $500 for approximately 1000 mini cups of frozen yogurt and Fruizo. Additionally, Red Mango can sponsor a charity. For example, for every customer purchasing a medium Fruizo with at least one topping 50 cents will be donated to Jump Start, which is a national early education organization serving preschool children in low-income communities. Jump Start is a strong organization that a lot of college students are involved in. This promotion can attract attention from college students, the public, and the media. By attracting the media’s attention Red Mango will receive publicity that will further strengthen its image in the mind of consumers. Therefore, Red Mango can extend its customer base and refresh the brand image. If Red Mango sells 1500 medium cups of Fruizo in a quarter then the cost of this campaign is $750. Moreover, because of the introduction of Fruizo, there should be a large advertisement campaign. The print advertisement of Fruizo must be simple but unique. These ads should be distributed in colleges, busy subway stations and newspapers. The nutrition benefits should be included and highlighted as one of the key points of the campaign. Additionally, the Red mango will offer coupons in the newspaper and local magazines. The proposed budget for this promotion is $6,000 in a big city such as Boston.Financial ProjectionsSales ForecastRed Mango is currently in excellent financial standing, upon taking up these new products it can be predicted that the following will occur. It is predicted that Red Mango will sell 100 Fruzios’ a day, which results in 3000 a month and 36500 a year. The Frozen Yogurt product will sell 210 a day, 21000 a month and 76650 a year – this is the most popular product in the company. The smoothies will sell 50 per day, 500 per month and 1825 per year. All of the above are approximated assuming that the average work day is 14 hours. Profit Loss StatementRed Mango has many expenses, some being fixed and others being variable. The fixed costs include the franchise fee, the insurance, salary and the rent. The variable costs per unit consist of the amount of fruit per serving cup – it was approximately sixty cents a cup. The total cost was calculated to be $386,040.00 per year. Although this is a great amount of money spent on the daily operations of the business, there was also a large amount of sales revenue made out of selling the products - $817,500.00. Overall Red Mango had a gain of $817,500.00. From the above predictions, if Red Mango adopts these new products and sets these new goals, they will have an incredible year of profits. Break-Even Point. Marketing ExpendituresRed Mango used three tactics in their marketing plan – promotion, advertising, and publicity, the total costs for the marketing expenditures were $5200.00. In order for red mango to break even financially and get their money’s worth out of this promotional mix they need to sell approximately 5065 units of Fruizo or $6505.00 worth. If they were promoting frozen yogurt then they would have to sell 1425 units of frozen yogurt or $65054.79 worth. Finally if they were promoting smoothies, they would need to sell 4921 units of smoothies or $6078.87 worth. Production Costs Red Mango must sell a particular number of its products in order to break even with its costs so that they know how many products must be sold to meet there goals and in turn design their strategies accordingly. In reference the exhibit, it can be seen that Red Mango must sell 7310 units of Fruizo or $21,855.00 worth. If only frozen yogurt is being sold Red Mango must sell 4786 units of Fruizo or $20341.78 worth. Finally if Red Mango was only selling smoothies they must sell 4921 units of smoothies or $20422.68 worth. Monitoring and ControlTo make sure our marketing plan for Red Mango stays on track we came up with an implementation timetable. This timetable stated the events that we are going to host to gain product awareness for our new product Fruizo. On our chart we have the event, the date and the budget for each event. Monitoring the implementation of our marketing plan is important for many reasons. Reason one is it will help assure that our marketing team for Red Mango is actually performing the actions, we as a team, intended in our marketing plan. Second we want to make sure we are accomplishing what we want to accomplish. For our new product Fruizo it is most important for people to know it is available and everything it has to offer. Presenting Fruizo at college carnivals is a great way for us to target college students. Most of Red Mango’s target market is college students and it is very important what they heard about our new product so they can tell all of their friends and help us spread the word budget free. The last step and most important is connecting our written plan to the day-to-day operations of Red Mango. This is a timetable showing how our business, Red Mango is going to succeed according to our plan. Just in case our marketing plan doesn’t go exactly as planned we have thought up of a “getting back on track” procedure. This is our backup plan just in case anything goes wrong. We as a team are just being careful and thinking forward for our plan. Our back up plan consists of options depending on what part slips up. Our first option is to change our schedule. Ways our schedule could slip are a competitor announcement, new hired management or advancing technology. Another option to help our team to get back on track is change our tactics. If we see that our New Years’ release was too hard handing out free samples of Fruizo, we might want to consider handing out coupons instead for future events or try and come up with an easier way to go about handing out free samples. This can all go in to consideration after our release. Even with perfect planning we know we cannot factor in every single detail but we do know we can learn from our first release and just improve from there. None of these options will go into effect unless we need them to get back on track with our initial marketing plan. There is also a chance our strategy might not work. Instead of changing our tactics it might be smarter to change our strategy instead. If we are doing the right thing wrong then we should change out tactic but if we are doing the wrong thing then we need to brainstorm up a whole new strategy. Last resort we could always change our objective and try and accomplish less. Over all what we have put together is a great marketing plan and will really improve Red Mango’s sales and brand awareness by releasing the new product, Fruizo. Creating hype and excitement for Fruizo will be a big turning point in the company. Giving our direct target market exactly what they are looking for is a great foundation for a strong marketing plan. We think of our target market as energetic, and health conscious that is why as a team we are very positive our marketing project is strong and will not fall off track. We guarantee our marketing plan will stay on top of our implementation timetable and our written plan will match without day-to-day actions. BibliographyGraves, Tom, & Kwon, Esther. (2010). Foods & Nonalcholic Beverages. Standard and poors. Retrieved November 6, 2010 from , H. (2010). Red mango yogurt to debut in dallas/fort worth international airport read more: red mango yogurt to debut in dallas/fort worth international airport - dallas business journal. Dallas Business Journal, Retrieved from mango. (2010). Retrieved from . Census Bureau, North American Industry Classification System (NAICS). (2010). North american industry classification system (naics) Retrieved from ................
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