Armani Gates

Professor Garbe

Marketing Plan
Aug 1, 2019

I. Business Overview

NOIRE is a B2C meal kit/prepared meal delivery program targeted towards black

consumers who want to easy-to-follow healthy recipes and prepaid meals rooted in our

rich history and culture. Noire will pursue a penetration pricing for an introduction period

and everyday low-price strategy on an ongoing basis where the product will be offered

at 7 per person with various packages for couples and families.

II. Distribution Strategy

NOIRE will implement a direct channel but leverage channel partners to ensure greater

access to the product. I believe that this will allow us to be competitive and expand the

reach of the brand. It is important that we engage beyond a direct-to-consumer strategy.

I would partner with other ecommerce platforms to make available our products to a

wider audience. Many of our competitors are offering same-day or next day on-demand

delivery. Strategic partnerships will be an important component of NOIRE’s strategy.

Noire strives to understand the wants of their customers to create a better experience.

We want to develop products that our customers will want to buy. NOIRE will sell its

product through various different channels to expand our reach and revenue. This

includes online and offline channels such as email marketing, affiliate programs, offline

ads, search engine marketing, community building events, etc. This will allow NOIRE to
expand its reach and engage new market segments. It is NOIRE’s strategy to expand

access to healthy alternative while preserving cultural traditions. This mission can be

pursued by increasing its partnerships with outside retail partners. Noire wants to create

a sustainable and profitable business. NOIRE wants to avoid the pitfalls of its

competitors. Many are losing thousands of subscribers and their business model is too

narrow. How we market our product will be the difference between success and failure.

Due to the nature of the product and the target audience, it will be imperative that we

establish community partnerships with black owned business to establish brand loyalty

and trust. Our target market values value authenticity and campaigns that celebrate

diversity and highlight black history and culture.

III. Promotion Objectives

The promotion objectives of NOIRE is to increase awareness to generate the demand

of our service. NOIRE will do this by leveraging our authenticity and experience in

campaigns and advertising. I would be able to tap into this underserved market because

of my inside knowledge as a consumer and entrepreneur. I believe that as a socially

conscious person of color, I am in a prime position to speak to this demographic. The

challenge is creating a loyalty program that will entice customers and encourage them

to shop at a black owned business over another. Success of these programs depend on

the value proposition and whether it aligns with business. NOIRE wants to harness the

power of Black Twitter and socially-conscious Black consumer to generate demand of

our product. This is a well connected and informed group that want to see themselves

represented and valued in the digital marketplace. This is how NOIRE will grow its

reach with black consumers and drive social change within the industry.
Promotion Mix

NOIRE promotion plan is to create brand awareness of its mission and goal that will

relate to black consumers. We plan to target consumers through their preference media

such as social media. Black consumers are among the most active on social

media/technology platforms. Moreover, within the black culture, food and community is

integral to black culture. NOIRE will reach out the community through various channels

to build a positive public image. This will help to introduce customers to our brand and

increase our customer base. Our customers are looking for business that have a social

impact in their community. Through a 501(c)(3) with a focus on black health and obesity

in the black community, those consumers will want to support our brand over other

competitors. I believe that our company will stand out if we are socially conscious and

responsible. This would be achieved by sponsoring or hosting a community fair to

introduce the brand to the community. NOIRE would partner with various community

organizations and businesses to host this fair. I want to build relationship in the

community and promotions would give a financial incentive to support our products. I

would partner with black-owned businesses and offer discounts to retailers. At this fair,

there would be contests, sweepstakes, giveaways, free samples and/or coupons.

Especially, with coupons and rebates, this will provide insight on how consumer bases

their buying decision. NOIRE wants to be responsive to their customers and this is one

way to do it. I believe that these will stir excitement and add incentives for buyer action.

IV. Influencing Factors for Promotion Mix

To maximize profit, NOIRE will implore the use of various promotional tools,

communications, marketing, and advertising services. The influencing factors for the
promotion mix is the budget available, the type of product/purchase decision, and the

stage in the product life style. Our budget available will determine what elements of the

promotion mix will be used for the purposes of influencing the promotion mix. Moreover,

our budge will affect the reach and the frequency. It will be important that we are

creative in how we reach our target market. I believe that if our brand delivers a clear

and compelling message that customers will resonate with our brand. Our target market

are those socially conscious persons of color who looking to support black-owned

businesses and brands. Due to the type of product, this will require different promotion. I

think that customers will need to be informed of the need of this product and the service

it provides. It will require a lot of persuading to show customers that there is a value in

this service. The stage of the product lifestyle will affect the promotion that can be used.

I think that it would be important to build brand awareness. This can be furthered

through a trial periods where the customer can get a feel for it the product is right of

them. I think that during the trial period, if you make clear the value of the service, more

customers will be retained. I think that NOIRE has to make a strong case of the value. If

the value and cost are out of reach, then the product will not be successful. NOIRE

doesn’t want to price people out of the market before they are able to try the product.

With these kinds of services, the value won’t be realized until it is tried.