Executive Summary
This promotional and marketing communication plan has been developed under the project that is aimed towards addressing the needs for economic developments in the Australian borders. In general, it has an aim of supporting the activities of beekeeping which may be an alternative for unemployment that may turn to be a solid base for achieving sustainable development in Australia region. The project was initiated in 2010 by Melbourne Rooftop Honey is NGO seeking to preserve bees and bring back sweet natural horny to the community of Australia. The program will be relevant and it will assists in supporting economic recovery and development where by joint activities will be allowed via the project and encouraging cooperation between the organization and beekeepers.
Marketing strategies have been developed within the project with core objective of making contribution to joint efforts of beekeepers and the organization. In general, the strategies have attempted in achieving objectives such as making situational analysis based upon the empirical studies and other secondary data analysis. It has undertaken analysis of the attitude of beekeepers in the region. Created a SWOT analysis of the organization in the region where strong weak point, barriers, opportunities and threats have been identified. The project has as well proposed market positioning of the product. Segments potential audiences and consumers target groups have been identified. Finally, it has proposed the relevant communication strategies.
Table of Contents
Executive Summary. 2
Introduction. 4
Situational analysis. 5
Marketing mix. 5
Product 5
Price. 5
Place. 6
Promotion. 6
Internal analysis. 7
Organizational image and capabilities. 7
Strengths of the product 8
External Analysis. 9
Customer Analysis. 9
Competitor analysis. 9
Environmental analysis. 10
SWOT analysis. 10
Market segmentation. 11
Target market 11
Target audience. 12
Positioning statement 12
Marketing objective. 12
Communication objective. 12
Sales objective. 12
Budget 12
Quarterly Marketing Budget 13
Message Strategy. 16
Product Description. 19
Product Variety. 20
Selling Idea. 21
Advertising appeals and selling style. 22
Media Planning and Strategy. 22
Channels to Reach the Target Groups. 22
Conclusion. 24
Introduction
This is a promotional plan for the rooftop honey started in 2010. The Melbourne Rooftop Honey is an NGO seeking to preserve bees and bring back sweet natural horny to the community of Australia. In its endeavor to preserve the environment and protect bees, it has devised a new form of bee keeping that shortens the distance between the consumers and the product by placing hives in gardens, restaurants and other different locations in the city. With the honey harvested, the company is making a wide range of honey products to be sold locally and internationally. This campaign will be rolled out first in Australia and then the rest of the world because rooftop honey is looking to preserve the environment while producing 100% natural honey across the globe (Rooftop Honey, 2016).
This promotional plan is aimed at introducing the community to this environmental friendly healthy 100% natural honey. However, it will also be a useful tool in guiding the company in attaining its preservation objectives within the confines of environmental protection and the requirements of the Australian consumer laws. The promotional plan is therefore a plan for the company and one big advertising campaign to the public. By focusing on the benefits of honey and the advantages of the rooftop bee keeping process, this plan will appeal to the society’s desire to conserve the environment prompting more people into joining the initiative. The campaign is therefore meant to last for a whole year to fully reach the intended clientele and have any meaningful impact on the position of rooftop honey in the market both in Australia and the rest of the world. Formulation of this campaign was propelled by the desire to introduce more members of the community to the benefits of honey in a modern way that ensures conservation of the environment and prevention of bees from human. The rooftop honey venture is an environmental conservation project that understands the health benefits of honey and wants to ensure that the future generations get to share in them by protecting bees in Australia and across the globe.
