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Edible Arrangements Marketing Pl

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Edible Arrangements


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   Marketing Plan
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                                     Table of Contents




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I. Executive Summary..............................................................................................................................Page 3




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II. Four P’s...................................................................................................................................................Page 4




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     A. Product
     B. Promotion




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     C. Place




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     D. Price




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III. Product Lifecycle…………………………...……………………………………………Page 5




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     A. Introduction



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     B. Growth
     C. Maturity                                            Th
     D. Decline
IV. SWOT Analysis...................................................................................................................................Page 6
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     A. Strengths
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     B. Weaknesses
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     C. Opportunities
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     D. Threats
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V. Conclusion…………………………..…………………………………………………….Page 7
VI. Sources…………………..………………………………………………………………..Page 8
                Executive Summary




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       They say the way to a man’s heart is through his stomach, why not apply the same




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principle to your boss, co-worker, or loved one? Edible Arrangements provides clients with a new




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and thoughtful way of making a gesture that expresses love, appreciation, or just because.




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Decoratively arranged fruit, separates the company from its competitors and makes it a valued



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retail establishment in the northern New Jersey Area. By keeping prices competitive and
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continually creating new products the company hopes to remain on the cutting edge of the gift
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basket industry. Edible Arrangements plans to increase efficiency in the future by including
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delivery trucks with radio-communication systems. We plan on increasing awareness in the
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corporate world through various forms of improved advertising.
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 4P’s of Marketing




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         Product




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        Promotion


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          Place
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          Price
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                                      Product




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•   Edible Arrangements offers the best of both worlds by combining succulent fresh fruit arranged




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    in elegantly colorful designs.




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•   The company currently offers twelve alluring arrangements and four gourmet dipped strawberry




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    boxes of various sizes.



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•   Consumers have the option of customizing orders by adding a jar of natural fudge or a special
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    occasion balloon.
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                                  Promotion




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•   Our initial target market would be the corporate world, where consumers would purchase




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    arrangements for co-workers, events, and meetings.




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•   Promotion will consist of a company catalog, the internet, press (magazine articles and tv spots),




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    and radio.



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•   With proper promotion the public’s awareness of the company should also grow through word of
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    mouth.
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                                          Place




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•   Edible Arrangements has developed the unique idea of merging the fruit basket and flower




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    bouquet in a way that provides an imaginative treat and display for your recipient.




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•   For the same price as a bouquet of flowers you can show your recipient that you put extra




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    thought and originality in selecting their gift, making EA arrangements the perfect choice for a co-



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    worker or loved one.
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                                        Price




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Edible Arrangements fruit baskets range in prices from $48 for smaller arrangements to $207 for




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larger arrangements.




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The majority of arrangements are in the range of $80.




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The prices vary due to quantity ordered, delivery needs, or if they will be picked up at the store.


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EA also offers fresh dipped strawberries and other fruits which start at about $25 dollars.
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Prices are based on materials to construct the arrangements, labor, and delivery cost.
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 Product Lifecycle




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     Introduction




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        Growth


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        Maturity
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                               Introduction




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•   Edible Arrangements was launched in East Haven, CT in 1999.




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•   Rather than going the traditional route, EA capitalized on the idea of creating beautiful




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    arrangements carved from fruit.




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•   The company opened its first franchise in 2001 in Massachusetts, stores in other states soon




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    followed; among them the Denville franchise was built.



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                                       Growth




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    While the Denville EA has been relatively successful in the short time it has been around, there is




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    still much room for growth.




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•   The location could greatly benefit from increased public awareness which will hopefully translate




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    into an increase in sales.




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                                      Maturity




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•   Edible Arrangements bouquets have not yet reached the maturity stage of the PLC.




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    There still is a large target market that has no yet been exposed to EA due to its relatively short




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    time in the New Jersey area.




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•   Through more advertising channels and word of mouth, EA has much more room for growth.




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•   Since it is the pioneer in the market of fresh fruit bouquets, EA maturity stage will probably be




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    marked by a growth in competitors.

•   This will make keeping there market share a priority.
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                                       Decline




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•   The decline of EA would probably be marked by a large number of competitors, cashing in on




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    the previously unique idea and reproducing it.




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•   EA can use its experience in the market to increase its efficiency in producing and delivering the




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    product at a cheaper price to stay competitive.




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•   EA may also change and add new products during its decline stage to drum up new customers.



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 SWOT Analysis




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        Strengths




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     Weaknesses
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     Opportunities
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                                 Strengths




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•   Edible Arrangements offers a novel product that stands out amongst many others in a rather




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    crowded industry.




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•   The ability to offer consumers the opportunity to give gift baskets that convey thought and care




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    through their unique appearance gives EA a great advantage.



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•   The company’s “small outfit” aura lends it a feeling of being in tune with its consumers needs
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    and intentions.
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•   Edible Arrangements greatest strengths would be its innovation and size.
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                              Weaknesses




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    Edible Arrangement’s greatest weakness would be that the company seems to have little public




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    awareness.




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•   Larger competitors such as Godiva, Dean and Deluca, etc. have far more presence in the gift




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    basket industry.




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•   EA seriously needs to increase promotion if they hope to increase awareness and compete against




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    the big boys.
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                              Opportunities




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    Edible Arrangements has managed to carve a special niche in the gift basket market with their




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    innovative fruit bouquets.




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•   The best way for EA to keep itself separate from other gift basket companies would be to keep




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    extending its product line with unique products.




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•   EA already has the advantage of being known for their innovative products and by constantly




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    adding more they can maintain a reputation that will give them an important edge over the
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    The need to stay current in the gift basket business is important.
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                                        Threats




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•   EA has a formidable amount of competition in the area.




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•   This is due to the high demand brought on by the large presence of corporate offices in the




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    northern New Jersey area.




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•   It will not be long before competitors begin to copy ideas or come up with similar products; this




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    would take away a major competitive edge that EA has.




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    Since EA is growing at a steady pace overhead cost will rise and many smaller gift basket shops


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    could use there flexibility to try and undercut EA’s prices.
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•   Although one small competitor might not do detrimental damage, a large number of them could
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    cause a problem.
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                                Conclusion




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        Edible Arrangements is a retailer with a clever competitive advantage over the other gift basket
retailers. The next few years will serve as an extremely important turning point for Edible Arrangements.




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While Edible Arrangements offers an innovative product very unlike any other products available, it is not




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enough. The marketing decisions that are made now will have a direct impact on the company’s success or




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failure in the future. While there is no problem with the Denville franchise maintaining a personable size,




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problems will arise if awareness is not increased. With the improvement of current marketing materials and the
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introduction of new marketing methods, the Edible Arrangements Denville franchise, should be able to
continue on the road of success. It made its make with originality and as long as it can stay fresh Edible
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arrangements will continue to prosper.
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                              Sources




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The only source used was the company’s website: www.EdibleArrangements.com.




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