Managing the Total Marketing Effort

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John Q . Student

Wright State UniversityManaging the Part 1

Product : An established beverage manufacturer is introducing a completely new product - flavored milk beverages . The target market is 6-12 years old . The product is being launched nationwide and that the retail price , which has been set based on research done , is a dollar per 240ml carton . The cartons are being sold to retail outlets for 0 .80 Conducting an accurate break-even analysis requires a careful examination and

study of costs and prices in your business (entrepreneur .com , 2006

Financials Controls

a . Cost of the project

All aspects of the cost of manufacture must be taken into account in to accurately estimate the hypothetically that 100 ,000 cartons are being manufactured , and that cost of making the milk is 5 ,000 , bearing in mind that flavorings preservatives and sugar is added to dairy milk to make it flavored Additional costs pertaining to this include packaging , which comes to an amount of 15 ,000 , cost of labeling is 5 ,000 and distribution to 10 ,000 retail outlets across the country is going to cost approximately 15 ,000 . In addition to this advertising is estimated to cost approximately 25 ,000 . Bearing all this in mind , the 100 ,000 cartons comes to 65 ,000

b . Revenue forecast

It is estimated based on market research done that 90 of the product will sell , with the main target market being six to 12 year olds . From this we can deduce that e 10 of the manufactured will spoil or be damaged

Given that the price for each carton is 1 , and that production and distribution is 65 ,000 , and further that 80 ,000 will be expected to be generated by sales to retailers , this means that the manufacturer will generate 15 ,000 of profit per 1000 ,000 cartons of flavored milk

Part 2

Marketing strategies

Marketing is this is the process of planning and executing the conception , pricing , promotion and distribution of ideas , goods and services to satisfy customers (CFDC , 2006 . This assesses which marketing strategy would best suit the project by comparing two marketing mediums , television and print , in a news

Pros of television marketing

TV marketing allows strategies such as immediate entry into a person 's lounge , repetition and the drumming of the message into those on the receiving end . Targeting can be done in a variety of ways - the number of times the advert is repeated , the time it is played and the program it is played during can all impact on the message the advert is trying to bring across . The same advert can be distributed among a variety of channels . The impact is subconscious . Statistics also show that more children are watching TV in the afternoons than ever before Advertisers using the medium of TV have many options

Cons of television marketing

It is expensive , and much of its impact is lost when people hop between channels...