This marketing plan outline describes a company called Recipe Box that sells frozen ready-to-bake desserts. The plan aims to increase brand awareness and distribution methods. Recipe Box competes with other specialty desserts, frozen baked goods, local bakers, and cheaper convenience store options. Potential customers include baby boomers, millennials, and affluent households interested in specialty foods. The plan also identifies untapped online customers. Strengths include existing sales in Whole Foods and consumer base for baked goods, while weaknesses are lower brand awareness and reliance on outside companies. Opportunities lie in targeting specialty grocery stores. Threats include outside competition and unreliable production partners. The plan will develop positioning strategies and marketing mixes tailored for mill

1. Marketing Plan Outline- Recipe Box
I. Situational Analysis
1. Describe company, campaign, and competition
a. Recipe Box: frozen ready to bake heirloom treasures, appealing to all
senses, convienence, unique design.
b. Campaign- “selling an experience”- “savor the memory”
c. Competition- specialty desserts, other frozen ready to bake products,
local bakers, cheaper/convenience store desserts, “quick” desserts, ready
to eat desserts
2. Describe potential consumers: demographics and needs
a. Specialty food consumers- primarily baby boomers, millenials, affluent
$75k households
b. Potential consumers we think will use product- event hosts, local specialty
grocers
c. Untapped consumers- web users as there is no way to buy online, “WCU
cake popy biddies”
3. Brief SWOT Analysis: summarize strengths, weaknesses, opportunities, & threats
a. Strengths: already in whole foods for baked product, already have
consumers for baked products, unique in that it’s a specialty food and not
only selling a product but also an experience.
b. Weaknesses: product brand awareness, labor intensive, difficult to scale,
production efficiency, rely on many outside companies to provide
components of box (such as the box itself, labels, sheeted dough, etc)
c. Opportunities: whole food-y kind of places, already listed untapped
consumers, specialty local grocers
d. Threats: outside competition, unreliable companies we rely on as part of
the production process
II. Marketing Strategy
1. Marketing objectives: specify your group’s objectives
a. Increase brand awareness
b. Increase distribution method
c. Target goal of locations for sales pitches & figure out logistics and pitch
structures
d. Marketing research in general
2. Target Market: specialty food buyers specific by consumer demographics & lifestyle/
other market segmentations
3. Positioning Strategy
a. Millenials: cute, vintage, hipstery, anti corporate baked goods. artisan quality, all
natural ingredients- health movement, convenience, artsy, involved, experience

2. b. Baby Boomers: entertaining qualities, convenience, nostalgic qualities, familiar
feeling product, more personal because of their age group, most realistically the
age group/ consumer group that would be baking
c. In Home Catering Events: potential to pair up with visit-in-home companies such
as those who do premiere jewelry crafting, “purse parties” avon makeovers, wine
tastings, etc. Perfect quick dessert that will fill a house with delicious smells and
serve as a compliment to any food or beverage.
III. Marketing Mix
1. Product or service- suggestions
2. Pricing-any suggestions for your target consumers
3. Distribution strategies- how/where
4. Communication or promotional strategies
i. advertisements- communication objectives, target audience, content, media
ii. events- communication objectives, target audience, where, what, or how
iii. Social Media- communication objective, target audience media, content
iv. create opportunities for consumers to take action