Academia de Studii Economice

Business Plan with

Honey
Royal Bee

Students : Antonio Gavril

Cojocari Tatiana

Bucureti
2016

Product: Honey "Royal Bee" - is honey in sachets. Is unique on the market due to product quality
and uniqueness of the pack (practical, convenient to use). The honey in small quantities, packaged in
sachets stable and high quality is a product that already exists the world market. It is successfully
sold and is the top choice for consumers.On the romanian market made its appearance recently.
The slogan : We will sweeten you with health
"Royal Bee" can be found in four types:
Polyphlore honey (harvested by bees from flowers of Fine)
Acacia honey (pronounced aroma of flowers, perfect fluid, sweet)
Honey Lime (the best and most popular varieties of honey, rich in vitamins (especially vitamin B1
(Thiamine), and amino acids, they sediment pollen grains)
Honey of mint (large amount of vitamin C and because of the nutritional and therapeutic,
consumer is looking for)
Target customers: hotels, commercial shops, cafes, tea houses, business centers, farmer's markets.
Key Activites: honey production, packaging and promotion.
Company management will be provided by the initiators of the business plan: Antonio Gavrila and
Cojocari Tatiana.
Packaging: aluminum foil with the cost of 2 euros per kilogram plus 1 / kg for 4-color lettering.
Packing sachets transparent single market with a bee that has a crown on his head, signifying our
positions on the market,and high quality but at an affordable price and convenient for our
customers.
Customer relationship:. An effective way of advertising is the Internet, creating a personal page
with the opportunity to communicate with potential clients. Creating a booklet with some addition
information about our products.
Revenue: In a production of 30,000 sachets monthly average cost of a sachets is 0.033 euro .
Channels: Internet, trade shows, advertising.
Key partners: Hotels, commercial shops, farmer's markets, Pharmacies
Competitors :product offered by our company, as it is presented, is unique in Romania. Of course,
the market there are producers of honey. Here, however, sells honey in packages with a volume
larger (300-500g) in packaging unsightly, difficult to handle and have a low degree of protection (ie
glass jar) in comapratie unwieldy packages proposed by us .

Our Marketing strategy has the fundamental goal of increasing our sales of Royal
Bee and achieving a sustainable competitive advantage over other similar products.
Marketing strategy includes all basic, short-term, and long-term activities in the
field of marketing that deal with the analysis of the strategic point of view of Royal
Bee, evaluation and selection of market-oriented strategies and therefore contribute to the goals of
becoming the #1 choice when youre thinking about honey
The marketing strategy we have developed for Royal Bee is the following:
First, we introduce our product to retail stores, selling business to business, therefore we can have a
valid feedback from the retail customers. Based on the feedback, we adjust the production criterias
to fit our customers needs.
Besides that, well be studying aggresively the market to look for gaps, meaning unsolved needs, so
that our customers has an amazing buying experience, making our brand, Royal Bee, the first
selection in his mind when it comes to pick the right product.
Well be introducing our product through Social Media Advertising, using influencers as well, in
order to bring awareness over our brand and local community. In 2016 its very important to be
unique, to have a unique selling proposition and natural made Royal Bee product wants to be your
#1 choice.
Our Marketing Plan is designed to increase the awareness and usage of honey by consumers, food
manufacturers and the foodservice industry. To accomplish this, we have developed an integrated
Marketing Plan that focuses internal and agency resources on five objectives:
1. BRANDING

Develop consistent branding and positioning for the Royal Bee that aligns strategic direction and
brand vision for all activities
2. CONSUMER/RETAIL PROMOTION

Increase honey sales and usage by consumers

3. INGREDIENT

Increase the use of honey as an ingredient by key target food and beverage industry manufacturers
4. FOODSERVICE

Grow honey usage among foodservice industries, chefs and restaurateurs

5. RESEARCH

Increase knowledge about honey and honey-related issues by conducting and disseminating
production, consumer, and ingredient manufacturing research