It’s Popcorn Time (IPT) Marketing Plan This presentation will discuss the marketing plan for the expansion of IPT’s coated popcorn business.

Why IPT Should Expand Now Huge Demand for Product Lines out the door every day Turning away phone orders Product processes are recently patented National Flower Delivery & Gift Basket Company Interest It’s Popcorn Time is strongly positioned to expand Although there are many reasons to expand, there are three reasons that have made us consider this expansion. They are: The Huge demand for the product – We have lines out the door every day, and are turning away phone orders because we cannot fill them. We recently patented our coating process A national flower delivery and gift basket company has expressed an interest in including our products in its gift baskets.

Target Market Popcorn is universally appreciated item – every market, with the exception of the elderly, are potential markets No difference in location (state) in demand for popcorn items IPT offers a variety of coating options, including low calorie, low fat, organic, and others In developing a target market, IPT examined the interests of the public. It is evident that all markets, with the exception of the elderly, are attracted to popcorn. For this reason, our target market will include all age groups. There is no difference in preference for our flavored popcorn, whether the customer is in Indiana, Seattle, Texas, Florida, Maine, or other state. We offer enough of a variety of flavored popcorns that the appeal is virtually universal. Therefore, our market is not segmented, with the exception of the elderly. We will not target the elderly in our advertisements. We are fortunate to have enough flavors to appeal to wide variety of people and tastes. We also have provided low-calorie, low-fat, low-sodium, and organic options. Although we have competition with Grandma’s Treats, they have not specialized in a single product, popcorn. Our company is unique in its coating technique and process, which permits more coating to be retained by the popcorn. We can exploit this in our marketing.

Positioning: It is obtaining a distinctive place in the mind of the target market by designing the offerings and image of the company. As we are selling edible product, we can position ourselves as a quality, with a difference. The product will be placed in the market as a gourmet item, unique process, with offerings that appeal to health-conscious and to those who wish to purchase natural products

Product Differentiation: Special Patent Gourmet Item Low-Fat, Low-Cal, Low Sodium, Organic The product differentiation arises from our special patented process, gourmet nature, and the dietary and organic markets. These appeal to trends in the markets.

Important Consideration Television Marketing QVC One new area of consideration in marketing and placing our project is the possible marketing through QVC. QVC is an emerging demand-builder and market for products such as ours. Corky’s of Memphis, Crabcake Companies, and a variety of other companies have become very successful when they have marketed them on QVC. QVC is currently looking for low-cost items that can be marketed, because people are looking for low-cost gifts. Our price point and variety of options are very attractive to them in this market.

Popcorn Market: Children Families Baby-Boomers . Our market is focused on children, families, and baby boomers

Production Issue Before expanding marketing, need to increase production capacity We will need to make sure to increase our production capabilities before we expand the market. We are already turning business away – we do not need to build expectations without being able to meet the demand.

Conclusion Broad Market Appeal Not much segmentation Differentiation – Gourmet, Low Cost, Exclusivity Expansion opportunities are there Time to move forward IPT has broad market appeal, does not have much segmentation, has great differentiation, and has expansion opportunities. It is time to move forward.

References: Kotler, P. (2002). Marketing management. Prentice-Hall of India. Urban, G.L., & star, S.H. (1990). Advanced Marketing Strategy: Phenomena, Analysis, and Decisions. Prentice-Hall.