MILLIPLUS LIMITED MARKETING PLAN
Milliplus limited is a company in Kenya, registered under the company’s act as per the new constitution. The company was started in 2010, is situated in the Kenya’s capital Nairobi and has 200 employees. The company mainly operates in Nairobi and its outskirts but has plans to open branches all over Kenya so as to serve the whole Kenyan market.
Our mission statement is to return Kenya and also inspire moments of optimum and happiness among our customers.
The company’s main products are non-alcoholic drinks. Non-alcoholic drinks include soft drinks and hot drinks. Soft drinks contain carbonated or non-carbonated water, sweetness and a flavor while hot drinks include coffee and tea. These are the main products that miliphus limited deals with.
With the above products our target audience is the whole market. Non-alcoholic drinks have no regulations and hence the whole market from children, youth and adults are all allowed to use the non-alcoholic drinks. To meet our market niche the company does a lot of promotions activities in public, advertisements on the television and radios at all times because non-alcoholic drinks have no specific time to be advertised unlike the alcoholic drinks they must be advertised at specific times.
SITUATION ANALYSIS.
Situation analysis is the systematic collection and evaluation of past and present economic, political, social, and technological data aimed at identification of internal and external sources that may influence the organizations current and future strengths, weaknesses, opportunities and threats.

The costs involved in producing non-alcoholic drinks is relatively lower compared to alcoholic drinks which need a lot of chemicals and reactions and also a lot of time. For non-alcoholic drinks it’s all about mixing the carbonated water and sweetness and our product is ready. With this we are able to produce in large quantities and faster so as to meet our market needs and customer needs.
Producing non-alcoholic drinks also has no regulations governing its sale and to whom it can be sold to. They can be sold at all times and to all people without discrimination. Unlike the alcoholic drinks which cannot be sold to consumers under the age of 18 years. With this the company is able to operate a 24 hour economy generate more revenues.
Our drinks are also packed plastic containers hence maintaining some standards to the environment about safety. The plastic containers have less harm as compared to alcoholic drinks which are packed in glass container that may break and even harm consumers. Our company is committed to maintaining high standards for products quality safety and integrity and reduces the impact of the environment through the packaging initiatives.
Due to the fact that we can produce at a lower cost hence we take our products to the market at a lower price to consumers. This makes our products likeable than those of our competitors hence they are bought more often by over consumers and hence generating high returns to the company.
The company also has the program of door to door distribution by use of the company motorbikes. With only a call from a customer a product can be delivered to his/her doorstep. This is an advancement makes us outlaw our competitors and be the best in the market. despite all the benefits of reaching the market and producing at lower cost the company also has challenges and weaknesses: a) the company is only restricted to nonalcoholic beverages and it cannot produce other products because of the stiff competition in the industry b) the company could produce the lemon and lime flavored drinks but it discontinued the operation since it could bring a bad image to the company
OPPORTUNITIES
a) Due to high demand for non-carbonated drinks the company aims to expand its operations from within Nairobi and its outskirts to the rest of Kenya and other countries.

b) There is tendency of the customers fast foods with soft drinks and hence the company take this opportunity and increase its partnership with fast food chains so as to also know the market more and this will increase the turnover of the company. c) The growing middle class with high disposable incomes, as well as the devolution of services to rural areas has encouraged the expansion of modern retail outlets nationwide, helped promote volume growth. In addition, a growing young population with an active social life helped promote value and volume growth of non-alcoholic drinks.

d) The expanding middle class has given rise to a booming entertainment industry in Kenya. Due to the aspirational nature of the middle class, the Kenyan non alcoholic drinks market witnessed a growth in the consumption of the non-alcoholic drinks because its not a must for someone to use alcoholic drinks in entertaining him or herself but rather some focus has been switched to the use of non-alcoholic drinks in entertainment.
CUSTOMER PROFILE
This is a way to create portrait customers to help you design decisions concerning your service. * Customer profiling includes creating broad description of your ideal buyers including assembling personal information of what they do and whats important to them in doing business with your company. Each time you buy our products we ask about your experience thus this helps to know our ideal buyers. * It also helps identify unique user goals and most important features. This enhances bettor appeal to customers due to detailed insights that u can use appeal bettor insights to customers. This shows why customers are willing to buy from us. * It also helps to locate and list where customers can find you. It answers questions on how can indeed customers find us. We have websites where our customers can visit and blogs containing what they can read that’s useful to them.

MARKET GROWTH * According to the trade departments, the market has been growing steadily from 7% per annum and is expected to increase by 2018. To our statistics the production growth also has been increasing tremendously due to demand that’s from 888,978,222litres in the year 2016. This led to market size increase as estimated earlier hence fame throughout the country and bettor better promotions from other companies.

* Kenya is the most developed economy in Eastern Africa. With a nominal 2011 gross domestic product (GDP) of USD 35.8 billion, it is also the economic, commercial, and logistical hub of the entire region. Kenya’s population is estimated at 41 million .With this large population and in a developing country like Kenya ,the company really has the potential of growing in salesa in the future.

* Kenya enjoys an extensive transportation infrastructure, although quality is uneven throughout the country. Nairobi is the undisputed transportation hub of Eastern and Central Africa and the largest city in East and Central Africa.This is very beneficial since the products of the company will be able to reach its consumers in the market easily and in time .

* With the developing use of information technology the company will be able to use the internet so as to do their advertising, promotions online etc. Hence a boost on its sales without necessarily having to meet the customers at a physical place.

REFERENCES * McDonald, M. (2008). Malcolm McDonald on marketing planning: Understanding marketing plans and strategy. London: Kogan * Luck, D. J., & Ferrell, O. C. (1985). Marketing strategy and plans. Englewood Cliffs, N.J: Prentice-Hall. * Paley, N. (2007). The marketing strategy desktop guide. London: Thorogood. * Luck, D. J., & Ferrell, O. C. (1979). Marketing strategy and plans: Systematic marketing management. Englewood Cliffs, N.J: Prentice-Hall.