Marketing

Paper Summary:

This paper offers a media plan for a new product, Hannah's Organic Sorbet, with a marketing mix that will target three sectors; Hispanic, gourmet and Green and will be determined on the basis of where these consumers can most easily be reached. The paper explains how marketing will first consider the types of establishment where the product should be placed for each sector. The paper relates how these would be upscale supermarkets (because of the price, which is a bit higher than the average for this type of product), specialty markets, gourmet markets and organic markets.

From the Paper:

"Hannah's Organic Sorbet is to be marketed to three consumer segments, as noted. These are as follows: Hispanic consumers, gourmet consumers and "green" consumers. The marketing mix will target these three sectors and will be determined on the basis of where these consumers can most easily be reached. Marketing will first consider the types of establishment where the product should be placed for each sector, and these would be upscale supermarkets (because of the price, which is a bit higher than the average for this type of product), specialty markets, gourmet markets and organic markets. The price is itself a marketing decision and has already been set at between $4.50 and $4.99 per pint. The advertising mix will concentrate on in-store promotions, targeted magazine and newspaper advertising and a mild television presence."

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