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Fruity Lactose Intolerant Ice Cream Marketing Plan

MKTG2001: Principles of Marketing

Barrington Graham

November 13, 2022

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Table of Contents
Product Description 3
Our product 3
Product Description 3
Fruity Lactose Intolerant Ice Cream 3
Primary Ingredients 3
Audience 4
Use 4
Target Market for the Product 4
The Marketing Mix 5
Product 5
Promotion 5
Pricing 6
Place 7
Conclusion 8
References 10
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Product Description

Our product

Fruity Lactose Intolerant Ice Cream is the manufacturer and distributor of lactose-intolerant ice

cream in a wide variety of local fruit flavors found on the island of Trinidad and Tobago.

Product Description

The initial product that would be launched from our lactose-free care line would be “Fruity

Lactose Intolerant Ice Cream."

Fruity Lactose Intolerant Ice Cream

Fruity Lactose Intolerant Ice Cream's purpose is to provide an indulging experience for persons

living with diabetes and other sugar intake related illnesses. The product will be used as a

supplement for the richness in dairy, which will prevent lactose intolerant consumers from

experiencing illnesses such as nausea and diarrhea associated with the consumption of dairy

products.

Primary Ingredients

Fruits that are naturally grown and harvested within the Caribbean, with an emphasis on flavors

including guava, pineapple, and plum. All ingredients are natural and healthy for the body.
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Audience

Consumers who are lactose intolerant, consumers who are interested in non-traditional ice cream

flavors, and consumers who are interested in healthier food choices.

Use
Fruity lactose-intolerant ice cream may be consumed daily or as often as desired, or used as “a

healthy sweet treat” or “dessert."

Target Market for the Product

It is important to conduct market research on the possible customers for your goods in

order to establish a target market for the company. This research was done via questionnaires,

interviews, and observation. The target market for Fruity Lactose-Intolerant Ice Cream will be

segmented in accordance with demographic, geographical, psychographic, and behavioral

factors. Based on demographics the target market would be persons of all age groups, all gender

and from all types of social class. Geographically, given the limited size of this island, the

business would accept customers from other islands and nations. The target market based on

psychographic would be persons with medical restrictions, the health conscious, or just persons

looking to have a vegan or dairy-free option. The target market based on behavior would be

people who are lactose intolerant, people with celiac disease or gluten sensitivities, and people

with diabetes.
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The Marketing Mix

Product

Fruity Lactose Intolerant Ice cream is a tangible good that will be manufactured and

made available to consumers in two (2) flavors; guava pine and guava plum. The product will be

packaged in three (3) sizes: small, medium, and large, in biodegradable containers to protect the

environment. Each container will have written instructions and a list of ingredients. The price of

the product will be dependent on competition, consumer purchasing power, and consumer needs.

The company is expected to perform their “Market Research” to help to determine consumers'

needs and preferences and, in return, provide an affordable price for the product.

Promotion

Fruity Lactose Intolerant Ice Creams as a new product must use all forms of media to

advertise this product. Hence, media and audience relationships must connect in order to develop

a successful promotional tactic that makes the audience eager to buy the product.

Communication mix as outlined by Kokemuller, (2019) refers to specific methods to promote the

company or its products to targeted customers. There are various forms of promotional methods

whether it be; social media (Facebook, instagram, Snapchat etc), newspaper articles, radio

announcements and even word of mouth that can be used to disseminate information (Cochran,

2019). Therefore, persuasive and informative forms would be used to reach the target audience.
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Lactose Intolerant Ice Cream provides an avenue for a wide range of people to benefit from,

ranging from children to adults. This insinuates that multiple forms of promotional tactic will

have to be used. Thus, the use of radio and television promotion ads would be used to engage

and inform adults of this new product while, social media platforms such as; instagram is an

essential tool to get teenagers and young adults aware and actively involved (Henderson, 2020).

Pricing

“For ongoing sales success, an efficient pricing strategy is essential,” states (Heaslip,

2019). After the product is manufactured, pricing plays a crucial role in decision-making. Pricing

affects a product's viability, consumer acceptance, return on investment, and profitability. It

serves as an instrument for conflict (Mayuri, 2019). Fruity Lactose Intolerant Ice Creams will be

available in three (3) container sizes: an 8oz small biodegradable cup, a 16oz medium small

biodegradable cup, and a 32oz large small biodegradable cup. The pricing strategy that will be

implemented for the ice cream is the penetration pricing strategy. In order to launch a new

product and increase market share, companies use penetration pricing, which entails selling

goods for a while at a reduced price (14 Product Pricing Strategies for Retail (2022), 2022). This

tactic is the quickest approach to take market share away from rivals and to then secure it against

new rivals. Rapidly increasing sales volume makes it possible to achieve economies of scale in a

short space of time (The Pricing Strategy Matrix, n.d.)

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Prices of Fruity Lactose Intolerant Ice Creams

Size Price ($)

8oz small biodegradable cup 10.00

16oz medium biodegradable cup 25.00

32oz large biodegradable cup 32.00

Place

Fruity Lactose Intolerant Ice Cream distribution method will flow directly from the

manufacturing company to the retail store and to the customer with every purchase. Fruity

Lactose Intolerant Ice Cream small manufacturing sizes of an 8-ounce small biodegradable cup,

a 16-ounce medium biodegradable cup, and a 32-ounce large biodegradable cup would facilitate

the smooth transition. Fruity Lactose Intolerant Ice Cream parlor will be a friendly and open

concept setting that allows for families and friends to sit, mingle, and chitchat, creating an

environment where all is forgotten with just a taste of this ice cream. The company, however,

hopes to expand its sales beyond the boundaries of the parlor, eventually doing deliveries to

nearby communities and towns via supermarket outlets, pop-up shops, and specialty health
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stores.

Conclusion

Fruity Lactose Intolerant Ice Cream manufactures inexpensive, creamy, and delectable

lactose-free ice cream for everyone living in Trinidad and Tobago, especially those who are

lactose intolerant. Despite the fact that it is tasty, Fruity Lactose Intolerant Ice Cream is created

with fresh fruits which have been locally obtained, making it nutritious, wholesome, and readily

assimilated by the body.

The company will employ penetration pricing to launch ice cream available in three

sizes: eight (8.0) ounces, sixteen (16) ounces, and thirty-two (32) ounces. Ten dollars, twenty-

five dollars, and thirty-two dollars, respectively, will be required to purchase them, making the

pricing affordable to the various target markets.

Persuasive and educational techniques of advertising will be employed to try to reach a

broader audience. To effectively communicate and raise brand awareness with both the older and

younger generations, social media campaigns, radio, and television advertising channels will all

be utilized.

In accordance with their purchasing habits, the target market must be able to conveniently

acquire the goods. As a result, customers may choose to purchase at the most convenient location

from one of our many distribution methods, including but not limited to supermarket outlets,
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specialty health stores, pop up shops and ice cream parlors, using marketing strategies such as

shelf placement in stores, in store signage etc.

McCarthy (1994), as cited in (Marušić, 2019), defined the marketing mix as the four Ps:

product, pricing, promotion, and place. He adds that regardless of the marketing mix we are

referring to, it is important to remember that a successful product is one that practices all four Ps

equally, which means that the same amount of priority is given to each factor.

This ice cream is perhaps better than conventional ice cream because it provides for

lactose sensitive customers, who are often overlooked by ice cream shops that make dairy-based

ice cream. Our lactose-free ice cream, however, can be consumed by both those who are lactose

intolerant and those who are not. Customers will always be eating freshly prepared ice cream

with local fruits because non-dairy ice cream shelf life is shorter than that of dairy ice cream.

With our non-dairy ice cream, people can indulge in ice cream without worrying about the

potentially harmful side effects that dairy ice cream might cause.
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References

14 product pricing strategies for retail (2022). (2022, September 29). Shopify.

https://www.shopify.com/au/blog/pricing-strategies

Cochran, E. (2019, May 22). The importance of proper advertising in every business. A-PLN.

http://www.a-pln.org/the-importance-of-proper-advertising-in-every-business/

Heaslip, E. (2019, April 3). How to determine the right pricing strategy for your business.

Https://www.uschamber.com/co; CO- by U.S. Chamber of Commerce.

https://www.uschamber.com/co/run/finance/pricing-strategies-for-your-business

Henderson, G. (2020, July 2). The Importance Of Social Media Marketing.

https://www.digitalmarketing.org/blog/the-importance-of-social-media-marketing

Kokemuller, N. (2019, March 8). What Is a Marketing Communication Mix? Small

Business - Chron.Com. https://smallbusiness.chron.com/marketing-communication-mix-

63541.html

Marušić, T. (2019). IMPORTANCE OF MARKETING MIX IN SUCCESSFUL POSITIONING

OF PRODUCTS AND SERVICES ON THE MARKET. Ekonomska Misao I Praksa, 28(1),

431–446.

Mayuri, K. (2019, September 14). Importance of pricing. Economics Discussion.

https://www.economicsdiscussion.net/pricing/importance-of-pricing/31838

The Pricing Strategy Matrix. (n.d.). Retrieved October 25, 2022, from

https://www.mindtools.com/pages/article/pricing-strategy-matrix.htm
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