MARKETING COMMUNICATION: Rooftop Honey Promotional Plan

Executive Summary

This promotional and marketing communication plan has been developed under the project that is aimed towards addressing the needs for economic developments in the Australian borders. In general, it has an aim of supporting the activities of beekeeping which may be an alternative for unemployment that may turn to be a solid base for achieving sustainable development in Australia region. The project was initiated in 2010 by Melbourne Rooftop Honey is NGO seeking to preserve bees and bring back sweet natural horny to the community of Australia. The program will be relevant and it will assists in supporting economic recovery and development where by joint activities will be allowed via the project and encouraging cooperation between the organization and beekeepers.

Marketing strategies have been developed within the project with core objective of making contribution to joint efforts of beekeepers and the organization. In general, the strategies have attempted in achieving objectives such as making situational analysis based upon the empirical studies and other secondary data analysis. It has undertaken analysis of the attitude of beekeepers in the region. Created a SWOT analysis of the organization in the region where strong weak point, barriers, opportunities and threats have been identified. The project has as well proposed market positioning of the product. Segments potential audiences and consumers target groups have been identified. Finally, it has proposed the relevant communication strategies.




Table of Contents

Executive Summary. 2

Introduction. 4

Situational analysis. 5

Marketing mix. 5

Product 5

Price. 5

Place. 6

Promotion. 6

Internal analysis. 7

Organizational image and capabilities. 7

Strengths of the product 8

External Analysis. 9

Customer Analysis. 9

Competitor analysis. 9

Environmental analysis. 10

SWOT analysis. 10

Market segmentation. 11

Target market 11

Target audience. 12

Positioning statement 12

Marketing objective. 12

Communication objective. 12

Sales objective. 12

Budget 12

Quarterly Marketing Budget 13

Message Strategy. 16

Product Description. 19

Product Variety. 20

Selling Idea. 21

Advertising appeals and selling style. 22

Media Planning and Strategy. 22

Channels to Reach the Target Groups. 22

Conclusion. 24




This is a promotional plan for the rooftop honey started in 2010. The Melbourne Rooftop Honey is an NGO seeking to preserve bees and bring back sweet natural horny to the community of Australia. In its endeavor to preserve the environment and protect bees, it has devised a new form of bee keeping that shortens the distance between the consumers and the product by placing hives in gardens, restaurants and other different locations in the city. With the honey harvested, the company is making a wide range of honey products to be sold locally and internationally. This campaign will be rolled out first in Australia and then the rest of the world because rooftop honey is looking to preserve the environment while producing 100% natural honey across the globe (Rooftop Honey, 2016).

This promotional plan is aimed at introducing the community to this environmental friendly healthy 100% natural honey. However, it will also be a useful tool in guiding the company in attaining its preservation objectives within the confines of environmental protection and the requirements of the Australian consumer laws. The promotional plan is therefore a plan for the company and one big advertising campaign to the public. By focusing on the benefits of honey and the advantages of the rooftop bee keeping process, this plan will appeal to the society’s desire to conserve the environment prompting more people into joining the initiative. The campaign is therefore meant to last for a whole year to fully reach the intended clientele and have any meaningful impact on the position of rooftop honey in the market both in Australia and the rest of the world. Formulation of this campaign was propelled by the desire to introduce more members of the community to the benefits of honey in a modern way that ensures conservation of the environment and prevention of bees from human. The rooftop honey venture is an environmental conservation project that understands the health benefits of honey and wants to ensure that the future generations get to share in them by protecting bees in Australia and across the globe.

Situational analysis

Marketing mix

·         Product

The rooftop honey product is divided in two. First, there is the hive and then the honey. At the start, the company has to approach local business owners to sponsor a hive in order to grow the bee keeping initiative. The hive will be the start and getting people to sign off on the project that requires them to understand the benefits of honey and the environmental preservation aspects of the project. Honey on the other hand will be easy to move because the whole community understands the benefits of natural honey. Packaged in all glass jars including test tube sized samples, the rooftop honey will be sold in different consumer outlets within Australia. The product will be packaged in clear glass jars ranging from sample test tubes of 20g and 50g already in use up to 1kg jars. With the current company supporters including local business in the city, they will be a wide distribution network which can be useful in the product disposal process. The hotels, shops and supermarkets already sponsoring hives will be consulted in the product design packaged to meet their standards. For online and telephone orders, shipping is done freely for any purchase that exceeds $80 to encourage bulky purchases.


The determination of price will rely on the existing market price and the profitability margin of the product. This being an environmental initiative, the profit motive can always be overlooked in determining prices (Hoffmann, 2008). In the end, the applicable product prices should be slightly above the cost of production which is expected to lower once the constant supply of honey had been established. The standard packaging in the market is 500g and retails between $10 and $ 20. The rooftop honey product will be slightly lower than the market price because the public input in the production ensures a production lower cost and bulky production. During harvesting, the supporting business will get a fraction of the honey freely while the remainder is packaged and sold.


The product is located in the city of Melbourne. Partnering with the local business and the city, rooftop honey has placed over 80 hives and aims to have another 400 within the next two years. In the city, all business owners, estate developers and the government are welcome to adopt a hive in support of the project. Honey will be harvested from these hives regularly and distributed to the partners with the remainder packed and sold. The promotion will ensure that the rooftop honey is available to the entire country and eventually globally. The other cities are therefore expected to start adopting hives in the next few months to increase the supply of honey and meet the expanding demands when more people are introduced to the product.


In the past years, the initiative has been a success in terms of promotion and publicity creation. The project management has been active in reaching out far and wide and the consolidation of business partners across the city of Melbourne can attest to their progress. The company has therefore created an ideal image with the media receiving a huge support both locally and internationally in the last few years. Their efforts have not gone unnoticed by the big publications like the Travel Magazine and ABC News who have had a lot of encouraging things to say about the positive benefits of rooftop honey. The publicity created by these pieces has gone a great way in ensuring their strategic positioning in the market. Receiving numerous reviews from the food magazines and other environmental enthusiastic, rooftop honey project has been regarded as both an environmental conservation undertaking and a viable business model focusing towards the production and distribution of healthy foods.

Internal analysis

·         Organizational image and capabilities

The implementation of the campaign will require the participation of the company and the rest of the community. From the current situation, the company is in a position to see this campaign through without encountering any further difficulties. With the progress made, the company has been able to make a noticeable progress hence the guidance of this project will go a long way in ensuring progress and growth. In the process, the development sector will be handled by the management while the marketing team will be responsible for the distribution of the product. As noted above, the two products should be separated as hive placement which is development and honey as the end product. Development is the most vital aspect of the venture and should be handled by the management tasked with approaching different stakeholders in other business and inviting them to partner with the rooftop honey by adopting a hive.

The sales department will be involved in the distribution of the end product. Their role will include taking the product to the consumer and creating new markets. The different outlets selling consumer goods will be targeted to display the rooftop honey products and further awareness will be created in to the communities directly by strategic outreach activities that target institutions such as the church, institutes of education and medical centers who can be introduced to the benefits of natural honey. Using the environmental conservation and life preservation in urban areas as the campaign philosophy, the promotion will be welcomed in the different sections of the society who feel like there has been widespread negligence in the environmental conservation process.

Strengths of the product

In the capitalist economy, the success of an organization such as the rooftop honey is determined by the introduction of a competitive edge lacking in the market. With this in mind, the first import consideration is the impact this product has on the entire community. In the promotion, the focus will shift from creating profits for the company to improvement of welfare and the general well-being of the public. The product and the production process give the company a positive image that stands to be received well by the entire community. Being an environmental conservation project, the community is likely to trust the product and join in huge numbers because they too want to be a part of something great. The decision to adopt a hive for business and other partners will therefore stem from the desire to conserve and not the misguided profit notion. With the current statistics on wild bees, the urban bee project will be viewed as a way to restore the dwindling population and conserve the natural ecosystem because bees play a key role in pollination and other natural activities (Belch, 2015).

The business itself has a positive aspect in the creation of the organizational image. The benefits of the product to the community are medicinal, making it more desirable to the consumers in Australia and the rest of the globe. Honey is a natural product that has been preferred by the society for its nutritional values and the medicinal aspect since the beginning of times. It’s not herbal buts its scientifically proven uses in the prevention of health complications are numerous. Unlike other products, the manufacturing process of honey is a natural environmental process with no harmful effects to the environment which makes it safe and acceptable to the entire society.

External Analysis

·         Customer Analysis

Honey is a product for all irrespective of age, gender, race or religious affiliation. As a natural occurring product, it’s been used in different cultures across the globe and the modern generation focused on health and nutrition understands the numerous uses of honey. The campaign therefore targets the modern day consumer who is self-conscious of the benefits of a healthy living. Families everywhere with children will be the preferred customers because honey has been known to help with preventing things like the colds, coughs and even incidences of cancer. The customers will be the determinants of different aspects of products including the packaging and pricing. Their feedback will be instrumental in determining the way forward for the rooftop honey produce in the market.

Competitor analysis

In the honey’s current market, there exists intense competition from different companies in Australia. Companies like the Cradle Mountain Leatherwood Honey and the Organic Munaka honey are the best sellers in the market. According to the Australian Honey Products online platform, suppliers of raw honey in Australian are numerous and each of these companies prides itself in the production and packaging of raw natural honey. With intensive promotions, these companies have established a high market share which will provide a challenge for the entrants. Advertising in the mainstream media and online platforms is rampant with a handful of these companies having their own websites and running numerous campaigns on social media.

Their promotional tactics include the existing debate on medical benefits of honey and the assurance that they sell 100% natural raw honey. With a mixture of different pricing strategies, their products trade in a range of prices that aren’t so far apart. The market share is limited to localities with each company controlling the bulk of the market where it’s located within the country. However, they are aggressively distributing in different regions as indicated with a multiple of honey products in a single outlet or online selling sites (Belch, 2014).

Environmental analysis

The most favorable aspect of our environment is the political environment in Australia and globally. This being an environmental conservation undertaking, rooftop honey will receive overwhelming support and political backing from the government and other public institutions tasked with the conservation and protection of the environment. Economic and socio-cultural environments also work for this model because it appeals to the people’s desire to better their surroundings and provides them with healthy products. With the changes in technology, it’s possible to breed adoptable bee species that can survive the harsh climate changes in Australia and the rest of the world. In the natural environment sector, rooftop honey is leading in conservation and preservation of natural resources. The bee’s population is reducing and this project is working to stop the eventual extinction of bees which helps in conserving nature.

SWOT analysis


The project is environmental friendly

The rooftop project seeks to preserve bees from extinction

The product has numerous health benefits and medicinal values



Dealing with the business to adopt a hive can be stressful where most people are not ready to corporate

Bees are harmful to the people around when provoked which might results in accidents


With the numerous business in the country, it’s possible to increase the number of hives

The consumption of honey is on the rise as more people adopt a healthy lifestyle

The venture can be expanded globally with time increasing profits


There is competition from other honey products in the market

Placement of hives might by hindered in the urban areas where neighbor’s fail to corporate

Some new breeds of bees might not survive in the Australian environment


Market segmentation

·         Target market

My target market is the middle and upper class consumers. They are the majority of the Australian community and have an understanding of healthy living and the conservation of the environment. Comprising almost all of the consumers in Australia, this is a big market segment capable of consuming huge amounts of the rooftop honey products (Hoffmann 2008).

·         Target audience

The campaign is targeted at the urban populations who lack the natural habitat to rear beers. This will give them an opportunity to join in the production of natural honey and give them an opportunity to conserve the environment.

·         Positioning statement

The rooftop honey initiative is an environmental preservation venture that protects the population of bees across the globe while providing a healthy natural honey to the community.

·         Marketing objective

The promotional plan is aimed at creating awareness of the benefits of the project in conservation of the environment and protection of bees across the globe.

Communication objective

Make rooftop honey a global brand

Sales objective

Introduce the entire community to the health benefits of honey


Having a budget in this case will be a crucial aspect for the company’s marketing plan. The budget will provide a clear overview of the company’s costs in relation to execution of marketing activities such as advertising, branding, online content, staffing costs, public relation among others. Coming up with the company’s marketing budget will assist the management team to be able to stick with the plan and be able to avoid the unexpected costs which will reduce possible overspending (Ferrell & Hartline, 2012). The marketing budget in the case of the company will aid in reduction of various risks and offer financial road map. Accurate estimation of the expenses would be significant for the success of the marketing objectives. However, the success of the company may be measured by comparison of the actual expenses against the projected costs. Hence, the marketing budget emerges as a crucial reference for adjusting the plan with time and when it comes to creation of future plans.

After determining the marketing plan, it is worth time for the business to prepare the total annual budget. The budget will be aligned with the company’s marketing objectives. Goals that are to be achieved needs to be an important thing that the company will keep in mind as it priorities its expenses. Some of the categories that are relevant and needs to be included in the marketing budget are such as digital marketing contents and personnel costs. Such categories have been chosen depending on the marketing campaigns as well as the tactical plans to achieve marketing objectives. Each budget category will be assigned with budget amount. Since the company is considering a promotional budget, it is relevant to consider the competitive analysis and consumer testing costs that would be relevant for the product lunch and achievement of successful marketing efforts. While analyzing the marketing budget, the management team needs to consider that the expense amount will keep on varying from one month to the other. Creation of detailed and real plan will assist the company to stay on budget and on the tasks of achieving its long term objectives (Aronczyk, 2008).

Quarterly Marketing Budget

Category Q 1 Q 2 Q 3 Q 4
Total Expenses % Of Total Total Expenses % Of Total Total Expenses % Of Total Total Expenses % Of Total
National Marketing $ 500 2% $ 200 % $ 500 2 % $ 400 2 %
Banners Ads $ 500 00 % $ 200 100 % $ 500 100 % $ 400 100 %
    0 %   0 %   0 %   0 %
    0 %   0 %   0 %   0 %
Local Marketing $ 1500 6 % $ 1500 6 % $ 1500 6 % $ 1500 6 %
Newspaper $ 600 40 % $ 600 40 % $ 600 40 % $ 600 40 %
In-Store Marketing $ 400 27 % $ 400 27 % $ 400 27 % $ 400 27 %
POP $ 500 33 % $ 500 33 % $ 500 33 % $ 500 33 %
    0 %   0 %   0 %   0 %
Public Relations $ 1800 8 % $ 1800 8 % $ 1800 8 % $ 1800 8 %
Public Events   0 %   0 %   0 %   0 %
Sponsorships   0 %            
Press Releases $ 1800 100 % $ 1800 100 % $ 1800 100 % $ 1800  
Webinars   0 %   0 %   0 %   0 %
Conferences   0 %   0 %   0 %    
Client Events   0 %   0 %   0 %   0 %
    0 %   0 %   0 %   0 %
Content Marketing $ 1200 5 % $ 1200 5 %  $ 1200   $ 1200 5 %
Sponsored Content   0 %   0 %   0 %   0 %
Landing Page $ 1200 100 % $ 1200 100 % $ 1200 100 % $ 1200 100 %
White Papers/e-books   0 %   0 %   0 %   0 %
    0 %   0 %   0 %   0 %
Social Media $ 600 3 % $ 600 3 % $ 600 3 % $ 600 3 %
Twitter $ 100 17 % $ 100 17 % $ 100 17 % $ 100 17 %
Facebook $ 100 17 % $ 100 17 % $ 100 17 % $ 100 17 %
Pininterest $ 100 17 % $ 100 17 % $ 100 17 % $ 100 17 %
Instagram $ 100 17 % $ 100 17 % $ 100 17 % $ 100 17 %
Google+ $ 100 17 % $ 100 17 % $ 100 17 % $ 100 17 %
linkedLn $ 100 17 % $ 100 17 % $ 100 17 % $ 100 17 %
    0 %   0 %   0 %   0 %
Online $ 800 3 % $ 800 3 % $ 800 3 % $ 800 3 %
Blog   0 %   0 %   0 %   0 %
Website   0 %   0 %   0 %   0 %
Mobile App   0 %   0 %   0 %   0 %
Mobile Alerts   0 %   0 %   0 %   0 %
e-mil Newsletter   0 %   0 %   0 %   0 %
    0 %   0 %   0 %   0 %
TOTALS $ 28,982 100 % $ 28,980 100 % $ 28,078 100 % $ 32,640 100 %


Message Strategy

Message strategy relates to the promotional message that encompasses the efforts set towards popularizing the honey products and the brand across the border organization. As well, it is aimed toward establishment of image via image and marketing positioning and through interaction of the target groups that are expected to be developed with time (Espejel, Fandos & Flavián, 2009).

The core channels of promotion of the organization and the products will be media, internet, events, trade fairs, print media, POS promotions and formal and informal meetings. Such channels are interrelated with each other meaning that they deal with communication strategies that will be presented.

Target groups in which the promotional efforts will be directed to are honey consumers, beekeepers, companies that trade in honey (purchasing for the external market and the domestic markets), individuals who have the will to take up beekeeping, beekeepers organization and representatives from the local authorities and the state administrations. Through the promotional activities undertaken by the organization, there are chances of positioning the organization and placing the honey product in consumer minds. This would mean that there is creation of a long lasting attitude towards the firm or the brand which induce the buying impulse leading to habitual purchases.

In this up take, the marketing position will have two crucial aspects. The first aspect relates with market positioning where the objectives of the business position of the company tends to be determined by the scale of the operations and the market volume where it succeeds in taking. In addition, scale of operations of the organization relies on the size of investment made, workforce and the production capacity. On the other hand, market volume of honey will be determined by the number of clients, share held by the clients for the market, company order volume and the geographical volumes. All these parameters have influence to the organization sales volume.

The other aspect relates with image positioning where there is consideration of creating of image in the minds of the consumers, public as well as other target audiences. An image of the organization or the brand needs to be enhanced through communication of various characters that are crucial for accepting and inducing the desire for consuming honey product. In general, the positioning message tends to be the statement that has the capacity of creating the expected image in the consumer minds.

According to survey conducted on the target groups, it allows the core general messages that are universally crucial for the entire target group which are; pure and natural honey, environmentally clean region, quality controls and standards, trained beekeepers, possible chances of greater volumes of honey production and employment perspective within the region. Despite this, each of the target group possesses its own special and subjects that the organization will have to address during the promotional process of the organization and the products.

Target Groups Key Subjects and Messages
End Consumers Popularize the honey consumption ideas

Honey when compared with any other sweeteners

Message on honey health and medical aspects

Merits of bio honey

Popularize the POS

Popularize cross-border organization attributes

Companies trading in honey

Companies that use honey as part of their production process

Popularize organization and the core brands

Merits of the organization

Quality standards and controls

Beekeeping training process

Secure large quantities

Environmental clean region

Beekeepers Gaining from cooperation and uniting efforts

Coordinating on the production process and mainly on honey qualities

Providing special information

Deal With organizational issues

Mobile beekeeping strategies

Training process

Development of the project possibilities

Consultation possibilities

Representative from the local and state administrations Gain from the development of beekeeping in the region

Popularize the entire organization, activities as well as gain of the entire cross border states

Make proposal of changes and improvements on the situation of beekeeping sector

Beekeeper Organizations Making the brand and the organization popular

Gaining from the process of uniting efforts

Make proposals for improvements in the condition of beekeeping sector where such needs are expected to be jointly

Make proposals of joint activities

Individual with the will to take up beekeeping activities Peculiarities and business merits

Merits from being member within the cross-border organization

Mobile beekeeping chances

Chances for; trainings, project development and consultation assistances


Product Description

According to survey, it has been noted that the core bee product popular among the target audience is honey. Honey incorporates the main characteristics of the product in terms of quality, various products being offered, appearance and design, size, packaging, cuts and brands. However, some of the most relevant products that are offered within the cross border organization are such as basic related products and main product which is honey. Despite this, off late, majority of the users have not been distinguishing the available modifications where there are users with distinct experiences which create difference between; raw honey, organic honey and processed honey. In the near future when the users and consumers will be more educate and experience on this issue, differences among the products will be easier to be conducted via different price positioning.

According to the organization, the honey is:

Polyfloral honey: this is the most common form of honey product with crucial elements of the properties on market side which tends to be the area of production. Description of the region would lead to creation and building of the product’s competitive advantages.

Monofloral honey: large quantities of this type of honey are sourced from acacia, sunflower, lime, honeydew among others. The additional values of the honey tend to be higher when compared with that of Polyfloral honey.

Other types (mixed) honey: sourced from mixing of nectar and the honeydew honey, candied honey with the fruits and nuts among others. Such types tend to be more prevalent in the region and are an adequate product for exportation.

Product Variety

There are wider variety of international markets available for the honey products such as mead, sauces, mustards and liquors, honey with other addictives, creamy honey, raw honey among others which may be offer the best experience for the Australian Food product manufacturers. Australian market has capacity of providing traditional products such as pure honey,. Honey with rarely and nuts as well as other honey with addictives. Such products have been noted to have an active presence in the international mass markets. The mainly way to ensure that Australian honey has been well and firmly placed in the market is to ensure that the organization will present something that is different and much attractive in terms of contents. Such deficit has been a significant gap for the Australian beekeeping.

There are various opportunities that are available with capacity of diversifying the product range of honey as well as that of its derivatives and other crucial bee products within the domestic and international levels. The possible solution available in such as direction tends to be expansion of the organic beekeeping and production of more organic honey. This market requires newer products and raw materials such as fruit, raw honey, nut honey, and honey with ginger, cinnamon, nettle and others. Each year, the market share for the organic beekeeping and organic honey has been experiencing steady increase. Many consumers have been using honey as a mean of treatment. Beside such facts, many consumers have the will to pay higher prices for the honey when noted and certified to be organic.

Selling Idea

Information about the product plays an essential role when it comes to buyer decisions. Aspect of labeling is significant part if there are net and nice labels that offer sufficient information on the type of honey, region and the type of flower where it has been sourced from. In relation to the process of packaging, beekeeper needs to utilize and use the jars with capacity of 1 kilogram. It is worth to use the “seal of guarantee” which has a role of enhancing the level of consumer confidence indicating that the product has not been manipulated after sealing. However, a better selling idea is to market the honey in smaller packages that have capacity of 25-45 grams for the restaurants, hotels and caterers. Such would be a better way for reaching the customers who do not wish to buy the large quantities. In addition, some special products such as souvenirs for selling to the tourists, mini parks for other promotion activities may be manufactured.

Advertising Appeals and Selling Style

As a larger producer of honey, the organization will have several channels of distribution and selling styles such as direct sales to the end consumers. Selling within the wholesale and the retailing markets and selling to the food processing companies that have been certified, packaged and that makes distribution of the product internally and externally.

Media Planning and Strategy

Promotion in this case incorporates all channels as well as means used in popularizing the products. Personal meeting is a form of direct marketing where it will ran the organization high degree of interactiveness with the target audience. As well, it will offer better understanding on the needs of the potential consumers. Phone calls may as well be utilized in this case. It will be of advantage to the organization since it will highlight on the chances of overcoming the barriers associated with consumer decisions. In case there is use of specialized print media, it will offer precise targeting, cover a large scope when compared to the edition print run. Other channels of marketing will be outdoor advertising, print materials, audio commercials, internet, social media and blogs and events (Silayoi & Speece, 2007).

Channels to Reach the Target Groups

Target Groups Appropriate means and Channels  
End Consumers Media, Radio and TV for the regional consumers, national Public relation publications within regional and nationally print and electronic media POS promotion

Undertaking popular activities and tasks with the children and youths at schools and universities

Recreation and interactive events


Companies trading in honey

Companies that use honey as part of their production process

Direct marketing via phone and email

Taking parts in trade fairs

Catalogues and brochures

Face to face talks

Beekeepers  Media

Seminars and conferences

Direct contact via websites and emails

Special prints and electronic beekeeping publications

Representative from the local and state administrations  Media such as TV and radio

Public relation publications within regional and national print and electronic media

Seminars and conferences

Beekeeper Organizations Media

Direct contact via websites and emails

Special print and electronic beekeeping publications

Seminars and conferences

Individual with the will to take up beekeeping activities PR publication within region and national print and electronic media

Media such as radio and regional TV stations

Messages to the employment agencies

Free trainings and;

Internet classifieds


Honey and bee product have greater potentiality and demand is expected to increase. Globally, there are two crucial trends where the market has been undercut by cheaper and counterfeit honey products. As well, large markets consumers of honey have made efforts of marketing with aim of limiting the access of counterfeit honey. This project offer excellent ways of producing organic honey as well as other bee products.






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