IPT Marketing Analysis

According to the Inter content dairy farm Deli Bakery Associations Whats in salt away report, 93% of Americans pungency, with 50% of them doing so two or three multiplication a solar day 40% at least four measure a day and 13% five or more time a day (Industry News Snacks and Sweets Statistics, 1998). Everybody bits. In a acculturation bored by potato chips and peanuts, there is a golden luck for IPT to infiltrate the national snack merchandise, some(prenominal) sweet and salty, by offering something unique, which entrust appeal to all ages and heathen groups.Initially, target markets lead in incarnate of three categories based on price structure and volume corporate accounts, retail customers, and wholesalers. In locate to kick the bucket these target markets, a itemize of means impart be partd. For corporate accounts, including incentive companies, gross revenue managers will participate in a gross sales blitz of local companies and both print and online e-zin e advertising will be placed with trade publications. To reach wholesale accounts, sales managers will participate in trade shows and superior advertising will be placed on commercial distributors websites.Retail customers, IPTs strongest market, will be tapped through the development of a catalog, a website with vizor of sale software, and radio advertising on a local and national level. Currently, a strong market exists for retail consumers who are health sensible but dont want to give up snack foods, or what is labeled compromisers (Kuhn, 1996) and this will be a key part for IPT.In the future, expansion of target markets will include foreign consumers, bulk buyers, and ethnical groups (with offerings of flavor practical applications reflective of culture). After expansion regionally and nationally, the next market to logically to acquire is a global one. As IPT expands its operations, it is essential to pull off production in order to attract customer who will order in bul k, such as Wal-Mart. With IPTs patented coatings process, it will be easy to offer additional exotic flavorings to attract various ethnic groups.Market segments are divided geographically, psychographically and by price point. Geographic areas will be segmented according to local, country-wide and Canada and sales managers assigned to each markets. The psychographic segments are categorize according to those who are health-conscious, families, and baby boomers as well as higher-ranking citizens who have fond memories of popcorn and pretzels as treats while 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 pricing and corporate accounts capable of realizing a 25% to 35% discount based on annual sales volume. Retail customers will bring in the most profit 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 marketplace will be first-year and foremost focused on its products quality, uniqueness and variety (snack foods, floral arrangements and commit baskets). The products, many with their origination 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 further shares in the market. Brand focussing based on this positioning strategy will employ the use of memorable tag lines geared at the various segments such as Dutch treat and Healthy indulgence. To coincide with this brand vigilance philosophy, marketing materials will be consistent in packaging and munificently employ the use of IPTs newly created, distinctive logo.IPT is differentiated by another(prenominal), 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 dedicated 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 grocery store. The modern trends in snack foods are to be radical and healthy while a heavy Asian and Hispanic incline demand that spicier flavors be added to snack foods (Snack nutrition Trends in the linked 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 player in the snack food and retail product market. Only through effective marketing, howeve r, will this be achieved.ReferencesIndustry News 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 orient of the light brigade. Food Processing. Retrieved February 4, 2008 from the All Business Website http//www.allbusiness.com/manufacturing/food-manufacturing/544503-1.html.Snack Food Trends in the United States (2006). American seek Magazine. Summer edition. Retrieved February 4, 2008 from the American Taste Website http//www.american-taste.com/AP%20Sm06%20Snack.htm.