IPT Marketing Analysis

According to the Inter bailiwick dairy Deli Bakery Associations Whats in Store report, 93% of Americans morsel, with 50% of them doing so two or three multiplication a daytime 40% at least iv times a day and 13% five or more(prenominal) times a day (Industry news program Snacks and Sweets Statistics, 1998). Everybody snacks. In a culture bore by potato chips and peanuts, there is a golden opportunity for IPT to infiltrate the national snack market, both(prenominal) sweet and salty, by offering something rum, which volition appeal to completely ages and ethnic groups.Initially, objective lens markets lead harp of three categories found on harm structure and volume corporate accounts, sell clients, and wholesalers. In point to reach these target markets, a number of means entrust be used. For corporate accounts, including incentive companies, gross sales managers leave alone participate in a sales blitz of local companies and both print and online e-zine advertisi ng impart be placed with trade publications. To reach wholesale accounts, sales managers pull up stakes participate in trade shows and banner advertising will be placed on mercantile distributors websites.Retail customers, IPTs strongest market, will be tapped finished the development of a catalog, a website with position of sale softwargon, and radio advertising on a local and national level. Currently, a strong market exists for retail consumers who ar health conscious but wear upont want to give up snack foods, or what is labeled compromisers (Kuhn, 1996) and this will be a key portion for IPT.In the future, expansion of target markets will let in foreign consumers, bulk buyers, and ethnic groups (with offerings of shade destinations reflective of culture). After expansion regionally and nationally, the next market to logically to catch is a global one. As IPT expands its operations, it is intrinsic to fine-tune production in show to appeal customer who will order in bulk, such as Wal-Mart. With IPTs secure endings process, it will be halcyon to offer additional exotic flavorings to attract heterogeneous ethnic groups.Market segments are carve up geographically, psychographically and by monetary value point. Geographic areas will be segmented according to local, country-wide and Canada and sales managers assigned to each markets. The psychographic segments are reason according to those who are health-conscious, families, and baby boomers as well as senior citizens who accommodate fond memories of popcorn and pretzels as treats succession growing up. In addition, segmenting by price points will give IPT the categories of retail, wholesale, and corporate accounts.Pricing to the various segments will reflect high-end cost with retail consumers paying full mark-up, wholesalers receiving a 40% discount off retail determine and corporate accounts capable of realizing a 25% to 35% discount based on annual sales volume. Retail customers w ill bring in the most get per sale, however, sales from the retail sector will certainly be lower than that of those at the wholesale and corporate levels.Positioning of IPT in the market place will be first and maiden focused on its products quality, uniqueness and revolution (snack foods, floral arrangements and gift baskets). The products, m any(prenominal) with their entry in Pennsylvania Dutch country, and the patented popcorn coating process are unique and consumers will see them as exotic. Stressing the variety of products offered will capture bring forward shares in the market. Brand precaution based on this positioning strategy will occupy the use of memorable scintilla lines geared at the various segments such as Dutch treat and level-headed indulgence. To coincide with this brand management philosophy, marketing materials will be reconciled in packaging and liberally employ the use of IPTs newly created, distinctive logo.IPT is differentiated by new(prenomina l), larger, snack food suppliers by offering a more personal touch in customer service. Customers will have several ship canal of ordering products (phone, catalog, website, retail store) as well as the availability of a consecrated customer service line for any problems that might arise, day or night. IPTs snack foods are different than other manufacturers, such as Frito Lay, because of their Pennsylvania Dutch origins. This, along with IPTs unique coating process, allows the company to offer very unique products unavailable at the local mart store. The modern trends in snack foods are to be organic and healthy musical composition a heavy Asian and Latino influence demand that spicier flavors be added to snack foods (Snack Food Trends in the united States, 2006).With the company strengths of local recognition, the patented coating process, the long-term contracts and the addition of other products to its offering, IPT is poised to become a major faker in the snack food and re tail product market. Only through strong marketing, however, will this be achieved.ReferencesIndustry give-and-take Snacks and Sweets Statistics. Retrieved February 4, 2008 from Fiery Food Website http//www.fieryfoodscentral.com/zine-industry/sweetstats.html.Kuhn, Mary Ellen (February, 1996). The hurry of the light brigade. Food Processing. Retrieved February 4, 2008 from the any Business Website http//www.allbusiness.com/manufacturing/food-manufacturing/544503-1.html.Snack Food Trends in the United States (2006). American Taste Magazine. summertime edition. Retrieved February 4, 2008 from the American Taste Website http//www.american-taste.com/AP%20Sm06%20Snack.htm.