SIMON BALL MARKETING PLAN

Simon Ball Marketing Plan



Simon Ball Marketing Plan

Consumer needs Analysis

Nowadays consumers are becoming increasingly interested in the food they eat, and many turn to their nearest butcher or farm shop in search of quality ingredients from local suppliers.

Products Offering

Simon Ball farm shop will sell aged beef, free-range poultry, fresh pork and domestic lamb. Upon request, the farm shop will sell wild game such as buffalo, quail, and other specially requested items. The products will be purchased from suppliers within a 100-mile radius of the farm shop to have minimal impact on the environment and to maintain product freshness. Products will be purchased as whole animals and butchered in the farm shop by trained butchers. The sales staff will offer suggestions of substitutions or help customers fulfill their orders through special orders in order to make sure all customers leave satisfied.

The meat and poultry industry is the largest segment of UK agriculture. Total meat and poultry production in 2007 reached more than 91 billion pounds. UK meat consumption was 55% red meat (beef, veal, lamb, pork, and mutton), 8.2% fish, and 36.8% poultry in 2007(www.hccmpw.org.uk ). Meat is sold through retail establishments including restaurants, grocery stores, and butcher shops. Independent butcher shops have decreased in number over the last ten years, as sales of meet have fallen slightly and moved increasingly to grocery stores and big box retailers. However, this has created an opportunity for specialty butcher shops in markets which provide only basic options through these larger retailers.

Market Needs

Simon Ball farm shop provides individuals and restaurants with high-quality mixed Beef and Poultry. Simon Ball farm shop seeks to fulfill the following benefits that are important to their customers.

Selection: A wide choice of different meats with the flexibility of wild games.

Eduaction: Simon Ball has got involved with supporting local schools to set up a vegetable garden as part of his passion for Community Supported Agriculture.

Customer service: The patron will be impressed with the level of attention that they receive.

Competitive pricing: All products will be priced competitive to true substitutes.

Market Trends

The market for meat has exploded within the last five years. Explanations for this trend are:

Market supply: The increase of supply has reinforced the demand. Within the last few years many farms that were producing meat have moved to production of a variety of meat products because of the increased margins and market demand.

Presentation/appearance: Presentation as an element of the culinary experience has taken on more value as chefs have become more creative over the last several years.

Health consciousness: Britishers have become more health conscious and health conscious meat products have supported this goal as meat products are inherently healthy..

Marketing Mix

Simon Ball farm shop marketing mix is comprised of the following approaches to price, distribution, advertising and promotion, and customer service.

Pricing: Simon Ball farm shop pricing scheme is a per pound charge for meat. Consumers may purchase any amount of meat, restaurants must purchase in three pound quantities.

Place: Consumers are able to purchase the meat ...