Exam (elaborations)
UNIT 2 Developing a marketing campaign D*(Calmsun)
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- PEARSON (PEARSON)
Document related to Pearson sample assessment material about Calmsun. Graded Distinction and completed under exam conditions.
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CalmsunIntroduction:
Calsum is a business in the UK with a mass market that anyone can be able to afford their
product of plant-based milk.
The Calmsun is business that produces and sells plant-based milk products. It will make it
more popular as the plant-based milk is becoming in the recent years more globally known.
The four main plant-based milk that mostly known with the population would b the almond,
coconut, oat and soya milks. As the 75% of the dairy products are plant-based, the other
25% of the market are plant-based ice cream, yogurt, cheese and butter.
The plant-based milk market has rapidly grown, as of 2020 approximately 25% of the
population consumes plant-based milk. Plus, in the UK it was estimated £363 million was
spent to produce plant-based milk and is expected to double in the 5 years. Moreover, in
the UK the Oat milk is now the most favourite type of plant-based milk as it has doubled in
over a year and its sales were approximately £146 million in 2020.
The plant-based milk is more popular with the women than the men, from the younger ages
of 16-24 years old. However, the most usage of plant-based milk comes from the older
generation based on the survey that has been done which are 56+ years old.
Most of the plant-based milk seed are being produced in different parts of the world. Such
as the almond trees are being grown in California, the soya beans are produced in North
America, Europe or Asia. Coconuts are grown in Indonesia, Philippines and India.
Activity 1:
Aims and objectives:
Increase brand awareness with 40% within 6 months from the help of social media
i.e. Facebook, Instagram. The help would come from the younger generation as they
mostly browse the through social media.
Increase in sales of the product by 13% in the next 8 weeks.
Gain 100,000 new followers on social media (Facebook) within 6 months.
Primary research and secondary research are very important for a business such as
Calmsun. The primary research has already been done and is showcased I the case study
provided. The survey has been done mostly about the opinion of people about plant-based
milk. Moreover, the secondary research can be done on the competitors to see how they
promote and produce their plant-based milk.
Target market:
The target market for the plant-based milk are mostly females of the age 56+. However, the
plant-based milk is also popular with the younger generation which will help in the long of
, the growth of the plant-based milk. It will give the support as they will stay loyal to plant-
based milk since a younger age to older.
Market structure and trends:
The plant-based milk is growing in popularity rapidly as it’s a mass market that can be
brought and enjoyed by everyone.
The trends that are circulation the plan-based market are the Hybrids, packaging and
sophisticated snacking. These are some of trends that are mostly known as they showcase
how the customers are consuming the dairy products. There hybrids that consume both mix
of plant and animals in their diet. A research survey said that 36% consume mixture of both,
22% prefer only animal and 23% prefer fully plant-based.
Furthermore, the design of the packaging a business has for a milk can separate them from
their competitors through the unique designs. They would be able to gain new customers
who have brought the milk because of the design and also, they might have purchased the
milk to try it for a change.
Lastly, the sophisticated snacking can be done in a healthy way with gluten free ingredients
which would attract and keep the customers to the business if they produced them. As the
snacks can be a way people can eat less but healthy.
Marketing segmentation:
Demographics: The Calsum target market is mostly female than male from the age of 56+
but they will also target younger people between 16-24.
Geographic: The Calsum is based in the UK, which will be based on whole of British people.
Behavioural: As the consumer are mostly of the older generation they stay loyal to the
business and continuing purchasing their product.
Psychographic: The lifestyle of the customers of Calmsun is that they want to keep a healthy
body for a long time even in older age.
Competitors:
The main competitors of the Calmsun business are the Alpro, Rude Health, Plenish and
Innocent as they produce plan-based milk that includes almond, oats, coconuts and other
plants.
Situational analysis:
SWOT:
Strengths: Weaknesses:
The strength is that market of the plant- The weakness that the plan-based market
based milk has become overly popular in can face is the climate change. The reason
last couple of years, which will mean that being is that the most of the plants that
the production of the plant-based milk has used to produce milk are growing in
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