BUSINESS TO CONSUMER (B2C) STRATEGY BY ICE MASTERS LIMITED
The company I inherited has no name and I am naming it Ice Masters limited. The product is Super Ice LA. At the time, I took over the business, it was engaged in Business to Business (B2B) selling with food distributors, restaurants and supermarkets as the customers, who are also business entities. It is now time to expand the market share by selling the ice directly to final consumers. As a marketing manager, I must, together with my team, develop statements of target market, value proposition and competitor targets.
Target market positioning statement
For sellers of beverages, livestock farmers and handlers of chilled products, Super Ice LA is the long acting Ice among all other types on …show more content…
Analysis of the statement for target market by Ice Masters limited.
Standard described by Stayman (2015) Reference in the statement by Ice Masters ltd
Target market a) Sellers of beverages
b) Livestock farmers (use packaged ice to carry vaccines)
c) Other handlers of chilled products
Brand name Super Ice LA
Point of differentiation Super Ice LA has a longer cooling effect and it is reusable.
Frame of reference Strong packaging material
Reason to believe Super Ice LA is economical and convenient.
b) Competitor target statement
A competitor target statement contains the following information; target audience, competitive reference frame, value of the product against the competitors and the reasons to believe (Yohn, 2011).
Analysis of the competitor target statement by Ice Masters limited.
Standard described by Yohn (2011) Reference in the statement by Ice Masters ltd
Target audience a) Sellers of beverages
b) Livestock farmers (use packaged ice to carry vaccines)
c) Other handlers of chilled
The company I inherited has no name and I am naming it Ice Masters limited. The product is Super Ice LA. At the time, I took over the business, it was engaged in Business to Business (B2B) selling with food distributors, restaurants and supermarkets as the customers, who are also business entities. It is now time to expand the market share by selling the ice directly to final consumers. As a marketing manager, I must, together with my team, develop statements of target market, value proposition and competitor targets.
Target market positioning statement
For sellers of beverages, livestock farmers and handlers of chilled products, Super Ice LA is the long acting Ice among all other types on …show more content…
Analysis of the statement for target market by Ice Masters limited.
Standard described by Stayman (2015) Reference in the statement by Ice Masters ltd
Target market a) Sellers of beverages
b) Livestock farmers (use packaged ice to carry vaccines)
c) Other handlers of chilled products
Brand name Super Ice LA
Point of differentiation Super Ice LA has a longer cooling effect and it is reusable.
Frame of reference Strong packaging material
Reason to believe Super Ice LA is economical and convenient.
b) Competitor target statement
A competitor target statement contains the following information; target audience, competitive reference frame, value of the product against the competitors and the reasons to believe (Yohn, 2011).
Analysis of the competitor target statement by Ice Masters limited.
Standard described by Yohn (2011) Reference in the statement by Ice Masters ltd
Target audience a) Sellers of beverages
b) Livestock farmers (use packaged ice to carry vaccines)
c) Other handlers of chilled