IPT Marketing Analysis

match to the International Dairy Deli Bakery Associations Whats in Store report, 93% of Americans snack, with 50% of them doing so two or three times a day 40% at least(prenominal) four times a day and 13% five or more times a day (Industry News Snacks and Sweets Statistics, 1998). Everybody snacks. In a culture bored by potato chips and peanuts, there is a golden opportunity for IPT to infiltrate the national snack market, both odoriferous and salty, by offering something unique, which ordain appeal to all ages and ethnic groups.Initially, butt markets volition consist of three categories based on price expression and volume incarnate accounts, retail clients, and wholesalers. In order to r for each one these address markets, a number of means provide be used. For incorporate accounts, including bonus companies, sales managers will participate in a sales attack of local companies and both print and online e-zine advertising will be put with trade publications. To reach wholesale accounts, sales managers will participate in trade shows and banner advertising will be placed on commercial distributors websites.Retail customers, IPTs strongest market, will be tapped done the development of a catalog, a website with point of sale softw be, and radio advertising on a local and national level. Currently, a strong market exists for retail consumers who argon health conscious but dont want to go by up snack foods, or what is labeled compromisers (Kuhn, 1996) and this will be a key segment for IPT.In the future, expansion of target markets will include extraneous consumers, bulk buyers, and ethnic groups (with offerings of flavor coatings 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 fine-tune production in order to bring in customer who will order in bulk, such as Wal-Mart. With IPTs secure coatings process, it will be easy to offer additional exotic flavorings to attract divers(a) ethnic groups.Market segments are divided geographically, psychographically and by price point. geographical areas will be segmented according to local, country-wide and Canada and sales managers assigned to each markets. The psychographic segments are categorized according to those who are health-conscious, families, and baby boomers as hearty as senior citizens who set about fond memories of popcorn and pretzels as treats patch 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 luxuriant 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 virtually 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 and foremost focused on its products quality, uniqueness and medley (snack foods, floral arrangements and gift baskets). The products, m any 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 management 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 admit with this brand management philosophy, marketing materials will be consistent in packaging and liberally employ the use of IPTs newly created, distinctive logo.IPT is diametricaliated by other, larger, snack food suppliers by offering a more personal touch in customer service. Customers will have several ways of ordering p roducts (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 inaccessible at the local grocery store. The modern trends in snack foods are to be organic and healthy while a heavy Asian and Hispanic influence demand that spicier flavors be added to snack foods (Snack nutrition Trends in the United States, 2006).With the company strengths of local recognition, the patented coating process, the semipermanent contracts and the addition of other products to its offering, IPT is poised to become a major pseud in the snack food and retail product market. Only through effective marketing, however, will this be achieved.ReferencesIndustry News Snacks and Sweets Statistics. Retr ieved February 4, 2008 from Fiery fare Website http//www.fieryfoodscentral.com/zine-industry/sweetstats.html.Kuhn, Mary Ellen (February, 1996). The charge of the light brigade. Food Processing. Retrieved February 4, 2008 from the All strain 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.