Blue Ridge Honey Company
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The Blue Ridge Honey Company aims to expand its distribution network, increase brand awareness, and improve marketing. Objectives include expanding social media presence and distribution to new stores. Goals are increasing sales through various channels and bringing in more foot traffic. A situation analysis, SWOT analysis, market analysis, and marketing mix are provided. A calendar outlines the marketing plan and budget allocates funding across different advertising types such as online ads, print ads, and social media.
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Blue Ridge Honey Company
- 1. Blue Ridge Honey Company Lauren Sellers, Cori Kempshall, Megan Mclendon, Justin Gahring, Julie Woodward
- 2. Goals Expand our distribution network of honey to new retailers Increase brand awareness of Blue Ridge Honey Company Improve internet marketing and social media sites Increase sales online, in store, and through retailers
- 3. Objectives Expand brand awareness through social media with videos, written updates, pictures, and brochures Increase our followers on various social media sites by 20% in the first year Expand our distribution network to include organic specialty stores such as a few Whole foods stores in the Southeastern region Improve in-store sales by 25% by utilizing localized ads to bring in foot traffic to the store and promoting direct online sales Increase business to business sales to include more local stores in the southeast and increase shelf space within the established stores
- 4. Situation Analysis Macro External Environment Industry and Competitive Environment Internal Environment
- 6. Market Analysis Target Marketing Market Segmentation
- 8. Marketing Strategies Market Penetration Market Development
- 9. Bee School Differentiation BRHC are the experts on honey production Learn to take care of your own bees Purchase Bee starter kits from BRHC Learn how vital bees are to the environment and food supply
- 10. Calendar Annual Marketing Plan Calendar Blue Ridge Honey Company JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Advertising Online ads Smart Ads Smart Ads Mobile text ads Yellow pages Print ads Local Newspaper Ads Direct Marketing Email newsletters opt in for emails Inform about the Bee School Direct mail Mobile QR codes Collateral Brochure Create Brocure Reprint with updated Info Reprint Reprint- Holiday brochure Sell sheets Promotional items Free samples Video/multimedia Advertise School Video About bees Video about process holiday video Public Relations Press releases as needed about Colony Collapse Disorder around the globe or other news Editorials Social Media Facebook Use $5 promotion updates weekly LinkedIn Twitter Google+ Instagram Establish an account Post pictures in tandem with Facebook Website Content/landing page SEO campaign Mobile website 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
- 11. Budget Type of Advertising Cost Per Year Total Per Year Online Ads (Pay-per-click) $4,500 2 $9,000 Print Ads $200 9 $1,800 Email Newsletter $4,000 1 $4,000 Brochure $2,000 4 $8,000 Video/Multimedia $25,000 1 $25,000 Press Releases $6,000 2 $12,000 Facebook $5 12 $60 Instagram $0 - $0 Website Content Optimization $0 - $0 $59,860Total Annual Budget Annual Advertising Budget
- 12. Blue Ridge Honey Company
Editor's Notes
- Justin
- Justin
- Justin
- Lauren
- Megan Check SWOT chart on the written plan
- Megan Market Segmentation The market for honey, honey related products, and education on beekeeping can be attractive to multiple segments of people. Often the consumers of our retail honey products are middle class females with a family. The consumers of our products presented at farmer’s markets are young, health conscious people who are seeking raw honey without additives. Target Marketing Our target market is specifically people in the southeastern United States who are locally minded and are pursuing some form of health benefits from the food they consume. Our product is desired by all ages of people. Because our products are locally created, our product can generate relief for allergy sufferers of any age, gender, or race who consume our products in the southeastern region.
- Cori Product Honey Honey is the Blue Ridge Honey Company’s largest tangible asset. Our honey is produced locally and comes in over eight varieties, sometimes more depending on the seasons in which the bees are producing. The honey is then bottled and sold in the standard bear size, 16 ounce bottles, and 32 ounce bottles. They can be sold individually or by the crate. Beeswax/Pollen Beeswax can be used in making candles and beauty products. Blue Ridge offers the wax in 1 ounce and 1 pound bars. Bees also collect pollen, which is a great source of protein and other nutrients. The pollen can be consumed by adding it to. This is offered a 7-ounce jar. Bee Starter Kit The starter kit includes a queen bee, a hive, and the bees for the colony. These sets are also known as nucleuses or “NUCS” for short. This encourages local hobbyist to care for their own bees and produce their own honey. Bee School An intangible asset, people can learn how to handle and care for bees. They offer classes on their bee farm on how to care for the bees and bottle/store honey and honey products. Price Blue Ridge Honey Company price our honey competitively to encourage buyers to compare their honey to other generic and name brand honeys. The unit price of honey has risen steadily over the past decade. In January 2006, honey was averaging $3.88 per pound. By mid-2011 the price was averaging at $5.04 and is now in November 2015 at $6.92. Bob and Suzette Binnie, the founders of Blue Ridge Honey Company, started bee keeping back in 1981. Because they have been in business for over 30 years, they have the knowledge of the industry that allows them to optimize their honey processing and keep their prices low. Honey Honey Bear: $4.75 16 oz. Jar: $6.50 32 oz. Jar: $12.50 Gallon Jug: $54.00 60 lb. Container: $235.00 Beeswax 1 oz. Bar: $2.00 1 lb. Bar: $12.50 Bee Pollen 7 oz. Jar: $9.75 Bees and Starter Kits Bee kits deposit $25 Nuclear home kit deposit $35 NUCS range from $144.00-$155.00 Packaged Bees $99.00 Distribution We have well established relationships with retailers such as Kroger, Walmart, Quality Foods, Piggly Wiggly, and other smaller retailers in Northern Georgia, and limitedly in Alabama, North Carolina, and South Carolina. We privately distribute through local farmer’s markets in various locations in the southeast. We also offer shipping of our products via online to anywhere in the US and some locations abroad. Promotion We will pursue Smart ads online, Facebook promotions, newspaper print ads, brochures, and an email newsletter to promote our products and services. See Implementation section for further details.
- Lauren Market Penetration Strategy This strategy focuses on investing in existing customers to gain additional usage of existing products. We will increase promotions for our existing products through social media and other ads as well as emphasize more heavily on our newer offerings of classes and NUCS. We will increase our supply to existing retailers in order to increase our shelf space to gain additional market share. Market Development Strategy This strategy will allow for expansion of the firm’s product line into untapped markets. We will attempt to secure a contract with at least five Whole Foods stores in Georgia in the first year to enter into the organic food stores market. We will also engage with additional stores such as Kroger to sell our products to more of their locations.
- Cori
- Julie Smart Advertisements: We will create online advertisements that will run from the months of January-March and July-September. Local Newspapers: We will procure ad space to feature an ad with a picture, our company name, website information, and concise list of products. We may include a calendar of which farmers markets we will be in attendance. Newsletter: These documents will include a calendar of farmers markets we will attend, class schedules, and where we will send bees to help pollenate groves for companies. These can include a brief history, tutorials, recipes with our honey, updates on any new products, new systems or procedures in honey production, etc. Brochure: These will include where our products are available for purchase. Brochures will also advertise our bee classes, bee starter kits (NUCS), and include many pictures. There will be a calendar of which farmers markets we will attend. The brochures will be available in hotels, travel guides, welcome centers, etc. Online version of our Brochure will be available on our website and Facebook page. Free samples: We will offer free honey sticks of our most popular honeys which will be provided at farmers markets and will be complementary in any shipments of our products purchased online. Promotional Videos: These videos will include different aspects of the production process, tutorial videos, educational videos on the benefits of honey and an inside view on how our bees create the honey. Facebook: We will post which farmers markets we will be attending and we will pay $5 to appear on the pages of people who have liked our page which will allow their friends to see our posts. We will feature videos on our page. We will feature a Recipe of the Month on Facebook using our honey and other products. Classes: We will host classes on how to care for bees for aspiring beekeepers as well as how to extract honey from the hives they have purchased from our supply. We will host other classes to teach them how to make homemade candles with our wax. SEO Campaign: This will run throughout the year to maintain a prevalent online presence on search engines.
- Julie Newspaper print ad price is based on local newspaper rates in Georgia Brochure pricing is based on Kinkos.com offerings Video and multimedia production is based on a local, professional production company Facebook promotional prices are based on their available website information All other prices are based on supplemented documents Future annual advertising budget can be adjusted based on viewed results and sales