MOBILE APP DOSSIER

Strategic Marketing Planning & Advertising

TABLE OF CONTENTS

1. Problem and Opportunity Statement

7. Marketing Objectives

8. Marketing Mix Proposal: Products, Price, Place, Promotion

2. Business Objectives

9. Advertising Strategy

3. Situational Analysis: Pestle, SWOT, Analysis Key Points

10. Budget. Blocking Chart

11. Contingency Plan

4. Points of Difference and Parity

12. Conclusion

5. USP

13. References

6. Target Market: Persona

Team

Ajeet GhumanID - 8764726

Pooja MhetarID - 8780447

Siddarth KotakID - 8778958

Viktoriia ChonkaID - 8757098

Avadhi LadiaID - 8784573

Problem

Health problems are increasing in a large number

Opportunity Statement

SmartSweets has a decision of problem:

• Virtual health club with the marathons (14 days, 21 days)

• Promote new trend flavour, adding protein to its current products, as a healthy snack

Note: From SmartSweets, 2021

Business Objectives

To increase the company's awareness by creating a healthy virtual club for people who kick sugar involving 500 members around Canadian in one month. The promotion like cooperation with celebrities and bloggers will help aware people of the new Kick Sugar virtual club.To increase the company's revenue by 20% by starting to produce sweets in a new taste by adding protein powder. Do it in five months, offering customers discounts for buying the box of different flavours, including protein taste.

Situational Analysis. PESTLE

Economical

Earning $40 million every year, it is on track to see its 2019 revenues exceed CA$50m. financially viable option

Social

Social media has a high impact. 473k followers on Instagram and 57k on Facebook. Increased concern for the person with diabetes.

Technological

Sour watermelon candies are gelatin-free. Twenty-five bears in each bag; you'll be eating 4g of sugar, 9g of fibre, and 110 calories.

Environmental

Healthier version of the classic treat. Fall below 5 grams of sugar and deliver a healthy amount of fibre. When sealed, SmartSweets are shelf-stable for one year

Legal

Developed their own testing method

SWOT

Strenghts

Weaknesses

Threats

Opportunity

• Healthier versions of classic treats • Lower in sugar and calories than other brands • High fibre content • Many vegan options

• Competing against major retailers

• Not diabetic-friendly • Much pricier than other brands • High fibre amount can cause stomach issues

• To start franchising out to other suburbs
• Making enough revenue and reducing as much costs as possible

General Situational Analysis Implications

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Points of Parity

• Products of both the brands are plant-based, gluten-free, GMO-free, without sugar, fewer calories, sugar alcohols, or artificial sweeteners. • All the manufactured products from both brands are "Peanut Free." • All the ingredients used in the product's manufacturing are free of common allergens, i.e. (free from gluten, dairy, tree nuts & peanut ingredients.) • The shelf life of the products of both brands is around one year.

Note: From SmartSweets, 2021

Points of Difference

YumEarth

SmartSweets

USP

• NO ADDED SUGAR AND ARTIFICIAL SWEETENERS
• NATURALLY FLAVORED & COLORED
• NON-GMO
• INGREDIENTS FREE FROM COMMON ALLERGENS (SmartSweets, 2021).

Note: From SmartSweets, 2021

Target Market

Secondary

Primary

Tertiary

Persona

Marketing Objectives

During six months, to acquire 10,000 new online customers, at an average cost per acquisition (CPA) of 20 CAD with an average profitability of 7 CAD by promoting an improved product by adding proteins, cooperating with influencers, and working on new website innovations.

Marketing Mix

PRODUCT

• The original name of the Brand was Stevi-Sweets in 2016 (Sherred, 2019). SmartSweets – current name.
• SmartSweets branding is played with bright colours.

Note: From SmartSweets, 2021

Marketing Mix

PRICE

The company uses:

• A competition-based pricing strategy.

• Premium pricing strategy

Note: From SmartSweets, 2021

Marketing Mix

PLACE

• 23,000 stores across US and Canada (Cooper, 2020).
• 70% of sales during the last period were driven by customers who use online channels, and Instagram became the largest and most efficient platform (EDC, 2020).

Note: From SmartSweets, 2021

Marketing Mix

PROMOTION

• The company uses
• Traditional advertising.
• Sales promotion.
• Public Relations.
• Digital promotion (social media profiles).
• Direct marketing

Note: From SmartSweets, 2021

Advertising Strategy

Medium

10

Budget. Blocking Chart.

11

Contingency Plan

12

Conclusion

• "SmartSweets's estimated annual revenue is currently $44.6M per year" (Growjo, n.d.).
• The SmartSweets brand's products are among the top in the fast-growing sweets with low sugar in Canada and the US.
• SmartSweets made $100 million in sales in 2020.
• The year before, Forbes reported that TPG Growth purchased SmartSweets for $360 million just two years following the business began.

13

References

Thank you!