Sample Marketing Paper on BLT Company


Marketing plan- portable blending machine

Introduction/cover letter

Today, the customized connected product and service categories are booming, owing to
people's growing desire and awareness in preserving a flexible lifestyle and job execution
convenience. This has resulted in the establishment of numerous new product categories and
the emergence of numerous new service categories, such as customized machines, user-
friendly devices, and similar items. As a result of this growing trend, the blending machine
manufacturing segment has seen significant changes in its dynamics. Not only have customer
tastes in the food processing section of the retail sector shifted swiftly, but there are also new
enterprises emerging that are rapidly adapting and producing new goods tailored precisely to
the demands of customers.

Historical background

They promote a newly released portable blending machine through a highly mobilized effort.
Before settling on the target market for the product's launch, there are several challenges or
information requirements that must be addressed to select the appropriate market for the
product's placement and marketing. General's primary business is industrial blending
machines and portable blenders for consumers. This market strategy is built on supplying
clients with revolutionary portable blending machines of superior quality. It will be available
in several styles for both domestic and commercial use. As stated in this business plan,
numerous sales are anticipated to be impulsive purchases, necessitating robust point-of-
purchase support. The market is more concentrated, with fierce rivalry from other enterprises
offering the same product. The company's experience in manufacturing innovative, high-
quality portable blenders enables us to provide consumers value through branded blenders


suited to their specific demands. Additionally, according to the poll, the company can
distribute items throughout the region.

Marketing objectives and goals

This business's objective is to popularize and develop brand awareness while also generating
high-quality leads by establishing industry authority. The company's objectives toward its
consumers and clients are to ensure their pleasure, which is the only way to gain market
share. The company has developed bespoke blending machines that are economical and
accessible to users.

Objectives in sales

Ten additional salespeople will be hired to assist in expanding new distribution channels. To
teach the sales team about the new product, a sales trainer will be employed. This will be
within our $100,000 sales support budget, which is based on a $20,000 average salary and
benefits cost for each position.

To create a presence in the retail section of food processing machinery, it must separate itself
from competitors. There are two significant differentiating elements for a portable blender
that must be emphasized in all promotional efforts and be an integral part of the company's
integrated marketing communication strategy. To begin, it offers a diverse selection of fruit
juice blends that respond to the unique demands of each family member. The second
distinguishing feature is the price. It should be emphasized during the sales and marketing
campaign that portable blending machines are cost-effective due to the built-in rechargeable


battery. Things that benefit customers do not have to be pricey. In other words, the
widespread belief that portable blenders are prohibitively expensive is untrue.

Pricing objectives

We feel that by encouraging the usage of somewhat lower pricing than our competitors, the
company can attract more clients. This pricing strategy, when combined with our efficient
manufacturing processes, enables us to achieve a reasonably high market share for a new

The product is more expensive than other standard mixing machines. However, as an
introductory deal, the product is priced lower than comparable products in the industry sector.
Affordability is a primary factor here in order to entice a sizable section of the region's
market to purchase our items. The most frequently cited argument for not using blending
machines is their exorbitant cost. By pricing portable blending machines lower than the
broader, premium blending machine range, it is intended that more people will acquire them.
Additionally, the pricing plan is such that the smaller blenders are made extremely
affordable, making it fairly affordable for families to purchase these larger ones, which
increases consumption.

Profit objectives

This entails reducing expenses and overhead, as well as selling more portable blending
machines with a better profit margin. The portable blenders will directly compete with a
number of other branded fashion blenders. The market for branded fashion blending


machines is expected to reach $524 million in 2022 and $721 million in 2023. Through 2022,
yearly market growth is predicted to reach 6%, exceeding our current annual sales growth.

Product Objectives

In the first year, we will release between 30 and 40 new designs. One-quarter of them will
include a "metal" case that mimics a variety of traditional and contemporary metal styles. We
will create a series for the market group under 24 years of age that will have licensed
characters and odd shapes. By incorporating these and other elements, we will be able to
offer a diverse range of product and character designs. Our line's most remarkable feature
will be some extremely strange shapes. Numerous of them will be geometric shapes, such as
hexagons, trapezoids, ovals, and diamonds. For younger children, our technology enables the
creation of portable blenders shaped like cartoon character faces.

Market research/analysis

The portable blender will face direct competition from a variety of other branded fashion
products. The market for branded fashion blending machines is expected to reach $524
million in 2022 and $721 million in 2024. Through 2024, yearly market growth is likely to
reach 6%, above our current projected annual sales growth.
Market segment
Consumers buying branded fashion blenders for business and survival account for slightly
more than half of all consumer purchases of branded fashion blenders, as shown in Table 1.
Subsistence buyers buy 74 percent more portable blenders per capita than the average
shopper. Differences in purchasing behavior between men and women are to be expected.
Females between the ages of 18 and 24 are expected to be frequent buyers. This age group


has a natural sense of fashion. Women between the ages of 25 and 34 are expected to buy the
most portable blenders of any age group, making them our second largest market segment.

Additionally, as shown in Table 2, consumer sales of branded fashion blending machines
vary by region. The east north central, west north central, north-central, and mid-Atlantic
states all reported higher-than-average watch sales, according to a geographical indicator of
relative watch sales. Product launches are more likely to succeed in states located in these
Consumer attitude
Consumers can easily switch brands and try new ones when they have access to low-cost
products. Consumers are particularly design-conscious when it comes to purchasing branded
fashion blenders. Design, packaging, price, and durability, in our opinion, are the most
important product aspects. In such an arcade, circulation and exhibition are crucial
subsequently as they might drive desire purchases for own use and as gifts.
Clients are communicated with through various networks. We currently have contact with
two of these networks, which interprets about 65% of our aggregate auctions. It remains vital
to building channels in order to reach the full market for the items. The majority of branded
fashion mixing machines may currently be found at department stores. We'll use our broad
distribution network of department, discount, and specialty shops to ensure that portable
mixing equipment is widely available.
Analyses of the global business environment

Global environmental factors have a major impact on the goods market. External influences
such as legal, political, and demographic considerations affect both sales and consumer base.
High taxes, high-interest rates, layoffs, and recession are all concerns provided by an
unfavorable environment, all of which result in decreased consumer activity. PESTEL


analysis is composed of components that reflect the international business environment
fluently, and each letter signifies a factor affecting the industry directly or indirectly.
Political and legal framework
These variables take into account a country's political state and the world's relationship with
the country. All government policies, tax laws, and tariffs imposed on the market, e.g., taxes,
levies, and foreign trade policy, influence the behavior of the product market. The business
atmosphere in which our goods are traded is regulated by law, including taxes and zoning.
This has had a detrimental effect on the product market.
Product sales fluctuate throughout the year. Local and foreign tourists throng to the region
during holy days, expanding the solar-powered portable blending machines market. During
peak seasons, when many people go on vacations and excursions, the market expands
significantly, as our product is personalized to satisfy the needs of travelers seeking
flexibility. Due to their adaptability and portability due to solar energy consumption, travelers
feel compelled to acquire one, resulting in increased sales during holiday seasons.

Analyses of the local business climate
While other companies have large manufacturing and distribution capabilities, our company
has a minor distribution system but prodigious brand gratitude in the fashion productiveness.
Dissemination and exhibition are dire in this market since they might encourage impulse
acquisitions for particular use and aptitude bountiful. As a result, it is recommended that the
firm establish strong distribution channels by creating regional outlets in each state to gain
access to a broader market segment.



Portable blending machines are becoming an increasingly popular trend among travelers. For
health reasons, many people prefer raw processed juices to packaged juices. Carrying a
portable blender is becoming a way of life for tourists who want to refresh themselves with
natural juices since it makes fruit juices faster and more efficient by using a rechargeable
battery with solar panels installed on top. This has resulted in our product being included in
the daily routines of both tourists and small business juice vendors. This cultural influence
benefits the product's expected sales because it has no bad impact on the environment, such
as pollution, so the community's attitude toward the business is commendable.

Although this market has fourteen rivals, it is highly concentrated. Blend ink and F.T.
Company are formidable competitors, with a combined market share of 70%. Blend and F.T.
have substantial manufacturing and distribution capabilities, while Kline Company has a
smaller distribution network and great brand recognition in the fashion industry. At lower
price points, F.T. and Blend are very strong. Fashion mixing machines with branded labels
are a relatively new product category. Although Blend pioneered the industry, as evidenced
by Kline Company, there is a significant possibility for new entrants.

Consumer research

The segment of blending machines is fairly large and is in high demand throughout the world.
According to available data, this segment will create a sizable amount of income globally by
the end of 2022. In other words, the global potential for this sector exceeds one billion
dollars. Thus, this is a very lucrative area for any company since there is undoubtedly a
strong perceived need for a cost-effective portable blender, which translates into product


Analyses of Strengths, Weaknesses, Opportunities, and Threats


The market area in which portable blenders will compete is in its infancy at the moment, with
only a few competitors competing. As a result, blending machines will benefit significantly
from the sector's Early-Mover Advantage.


♣ The company lacks experience in the field and an established value chain. It must create
connections with its upstream and downstream partners, critical in the juice processing


The product sector is growing at a breakneck pace, and the industry's prospects are also
highly hopeful.

♣ If successful, consumer behavior in the United States and many European markets is pretty
comparable. As a result, the same market strategy can grow into more geographic areas.



♣ Due to this segment's large market potential, several established corporations are attracted
to it and are developing their goods. Competing against such firms, which already have huge
coffers and significant economies of scale, may prove rather difficult.

Marketing focus
Our items are highly standardized and manufactured using high-quality techniques. All of our
products are examined annually, including an appraisal of the product's one-year warranty
and a survey of consumers to determine their level of satisfaction with the product's quality.
These evaluation criteria aid the business in developing more tailored items for its customers.
For instance, in response to consumer demand, the business added a solar charger to the
current portable blender.

The shop is located in the town center, where product displays are strategically placed to
attract clients at any time. Due to the product's location, it is extremely competitive.
Compared to other competing firms, the business location is directly along the city center,
where there is a high volume of people traffic. The corporation can quickly gain access to its
The company's relatively high sales volume results from its strategic position, which enables
it to maximize economic potential through ease of access to both consumers and suppliers.

To develop a foothold in the retail product market, promotion must distinguish itself from
competitors. There are two significant differentiating features for the product that must be
emphasized in all promotional efforts and must be an integral part of the product's integrated


marketing communication plan. The first is its broad range of efficiency, which caters to each
customer's unique requirements.

The product is more expensive than other standard mixing machines. However, as an
introductory deal, the product is priced lower than comparable products in the industry sector.
Affordability is a primary factor to entice a sizable section of the region's market to purchase
our items. The most frequently cited argument for not blending machines is their exorbitant
Tables graphs, diagrams and pictures
Consumer Statistics and Budgets

Table 1: Market Segments type of customers buying portable blenders
Type of


percent of
buying a



19% 13% 1.46

subsistence 33 19 1.74


35 40 0.88



Table 2: Product Auctions by Division
division Portable


index of
Central 20% 15% 1.33
South 16 17 0.94
M.A. 15 13 1.15
western 15 21 0.71
W.S.C. 10 10 1.00
W.N.C. 8 7 1.14
N.E. 6 5 1.20
E.S.C. 5 6 0.83
mountain 5 6 0.83