Ambro vs. the World: Marketing Plan

Based on our project work during this past month - this is our final Marketing Plan for Ambro to take over the US market!

Please find accurate justifications in the individual blog posts.

Target only one customer segment at the time of the launch in the US.

Segmenting: Achievers and Innovators
Targeting: 20-35 year old professionals with academic education, extremely busy (working) lives, interested in healthy eating, and who can be segmented as achievers. These are often lawyers or business people working in consulting, investment banking or in managerial positions.

Positioning: Premium, healthy, easy and quick meal substitute.

Value for the customer: Ambro is healthy, makes you feel good and enables saving time.

Begin the market entry in the San Francisco West Bay Area (including Silicon Valley).

The area has the most potential customers due to population density and demographics, health awareness, entrepreneurial mind and busy people.

Fund the launch with crowdfunding and possible larger investors acquired through start-up events.

a) Product

Market the product’s important features:

organic, healthy, quick
serves as breakfast or lunch /dinner, and one package provides 15 vs 7.5 portions

Consider possible product improvements to packaging.

b) Place

Market the product via online distribution channel

Think of the long-term options of distributing in retail stores.

c) Price

Communicate the accurate price at the time of launch.

Current price 79€/package (including international shipping). Hence acquire local producer to cut price down closer to the ones of substitutes

Communicate the reason for premium pricing:

high-quality, organic and healthy convenience product

d) Promotion

Promote the product via

social media (opinion leaders’ blogs, forums, Youtube and facebook): Timothy Ferriss, Dave Asprey, and other successful bloggers on the Digital Power 100 Index
PR (online newspapers/magazines): Wired, Business Insider, Discover and other online tech newspapers covering new technology trends
free samples
Marketing Events: giving away free samples to create initial physical evidence and raise initial attention for the brand.

Pursue the total expected profit after first year = $124.114,06.

Anticipate possible competitor's strategies.

Use these key performance Indicators to measure success:

Ambro vs. the World