This comprehensive marketing plan serves as a case study focused on Wall’s Ice Cream, a prominent brand in Malaysia’s ice cream industry. The plan offers a detailed examination of Wall’s marketing strategies, emphasizing its market presence, target audience, and tactics for sustaining and expanding its market share.
The case study delves into the unique challenges and opportunities faced by Wall’s in the Malaysian ice cream market, addressing factors such as consumer preferences, competition, and economic conditions. It outlines a strategic roadmap encompassing product innovation, branding, distribution, and digital marketing to bolster Wall’s market position and profitability.
By combining market analysis, consumer insights, and strategic recommendations, this marketing plan provides a valuable resource for understanding how a well-established ice cream company like Wall’s adapts to changing market dynamics and consumer demands. It also showcases the importance of effective marketing in driving growth and success in the competitive food industry landscape.
Whether you are a marketing professional, business student, or simply intrigued by the ice cream industry, this case study offers actionable insights into Wall’s Ice Cream’s marketing endeavors in Malaysia, demonstrating the power of strategic planning in sustaining and enhancing brand relevance.
NotesMonkey
Marketing Plan for an Ice Cream Company
of Malaysia
A Case Study of Wall’s Ice Cream, Malaysia
[Pick the date]
Table of Contents
Introduction ............................................................................................................................ 3
Online Marketing Plan of Wall’s Ice Cream .......................................................................... 3
Market Segment for online Marketing of Wall’s Ice Cream in Malaysia .............................. 4
Market Position for Wall’s Ice Cream in Malaysia................................................................ 5
Conclusion .............................................................................................................................. 6
References ............................................................................ Error! Bookmark not defined.
Introduction
In the modern age of business it is very much essential to construct a successful marketing
plan to grow in any industry of a particular business. The modification of the marketing plan
is essential also as per the requirement of the present days. Therefore, in this report the online
marketing plan is going to be give special importance for the development of the new
marketing plan of an ice cream company in Malaysia (The little blue book of marketing:
build a killer plan in less than a day, 2010). The Wall’s Ice Cream of Malaysia is going to
draw the attention in this regard.
Online Marketing Plan of Wall’s Ice Cream
The online marketing will be successful depending on the online presence of the market
segmentation of Wall’s Ice Cream. The easiest way to perform a successful marketing plan
online is to concentrate on the smart phone users of Malaysia. Therefore, it will be very much
fruitful to develop a separate application for android, windows, ios etc. platforms.
Another major marketing plan can be developed depending on the social presence of the
customer base of Wall’s Ice Cream in Malaysia. The company should promote their product
in the popular social networking sites like facebook, twitter, orkut etc. the search engine
optimisation is also a essential part for the online marketing of the product.
The online marketing plan launched by Wall’s Ice Cream in Malaysia should follow P R
Smith's SOSTAC Planning Model (Businessballs.com, 2015). The SOSTAC Model and
associated methodology are now used by Wall’s Ice Cream in Malaysia and its businesses
and organisations. In some ways SOSTAC has been a victim of its own success - rather like
hoover means vacuum and xerox means photocopy (for example) - such is the price of
inventing a good concept and name to go with it.
As stated in the heading the SOSTAC acronym stands for:
• Situation analysis
• Objectives
• Strategy
• Tactics
• Action
• Control
The success of the SOSTAC concept is totally a credit of the simplicity of the marketing plan
and it is not about the time that business planning was made a bit simpler (Businessballs.com,
2015). Traditionally the task of putting together a decent business or marketing plan has been
enough to strike fear into many an aspiring junior manager or budding entrepreneur:
Market Segment for online Marketing of Wall’s Ice Cream in Malaysia
As per Ginty et al (2012), statistical surveying of Wall's Ice cream in Malaysia ought to have
uncovered who to point your item at in internet showcasing. On the off chance that the
organization chooses to point its item at everybody your advertising will be known as
undifferentiated promoting. In the event that however the statistical surveying for web
showcasing prescribes going for particular areas of the business sector then it should portion
(part) the business and select the divisions you might want to target (Marketing your
business: a guide to developing a strategic marketing plan, 2003). Advertising went for a few
segments of the business sector is known as separated promoting, whilst showcasing went for
one part is known as concentrated advertising. Therefore, the company should choose the
behavioural market segmentation strategy for this purpose.
Figure 1
Behavioural division alludes to why individuals buy an item or administration. Behavioural
division can be separated into three areas - the advantage, where a purchaser looks for from
acquiring a result of Wall's Ice-cream in Malaysia. In what capacity will the item improve
their general way of life? At the point when acquiring a PC the advantage looked for may be
'convenience' or the 'requirement for rate'. The Occasion is another variable. At the point
when ought to an item be acquired? For instance, the interest for turkey’s increments a mid
Christmas, blooms and chocolates on Valentine's Day can be considered. Event division
expects to build the 'motivation to purchase variable' and accordingly expand deals.
Utilization rate partitions clients into the light, medium and substantial clients (Wallâs Ice
Cream, 2015). Overwhelming clients clearly contribute more to turn over the light or medium
clients, the goal of an association ought to be to pull in substantial clients who will make a
more noteworthy commitment to organization deals.
Market Position for Wall’s Ice Cream in Malaysia
In this area, it will be talked about how the firm structures plan to position the item inside of
the business. As the name proposes business situating speaks the truth where Wall's Ice
Cream of Malaysia masterminds the item's position in the commercial centre, in examination
to other contender items (Scott, 2007). The item's organizations should choose what variables
to use at the examination for instance cost, quality, elements (number or sort). Accordingly,
the administration of Wall's Ice Cream assumes a vital part for Market Positioning. It's
imperative to choose the right components as they will affect on the purchaser's recognitions
about the item and the brand of Wall's Ice Cream.
Hypothetically a perceptual guide can have any number of lines, to keep things basic they
typically have 2 lines the x and y-hub. The x-hub goes left to right and the y-pivot goes base
to best. Any criteria can be utilized at the guide for instance cost, quality, status, components,
security and dependability. Once the two lines have been drawn and named existing items
will be put onto the guide.
Figure 2
For this situation underneath two measurements, cost and quality have been utilized. In the
event that the online Ice Cream Market of Malaysia can be plotted, it can be distinguished
where existing Ice Cream brands of Malaysia have been situated by producers. For instance,
the examined brand of Wall's Ice Cream are astounding and high value so they are set in the
upper right-hand box, whilst another frozen yogurt brand is a moderate "consistently" treat
Ice Cream so it has been put in the base left-hand square, in the low-quality low value brand
box. Possibility of Success of the company is 100 per cent in this case (Sheehan, 2010).
Conclusion
This report has represented a very innovative and fruitful marketing strategy for the Wall’s
Ice Cream in Malaysia using the concept of virtual presence of the company in internet. This
concept is developed following the success of several companies due to the presence in the
world of internet (Wallâs Ice Cream, (2015).