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Marketing Plan

Published on Nov 18, 2015

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Marketing Plan

DAN ZHANG, King Crawfish Company, 2015
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Marketing Plan

  • Business Overview
  • Current Marketing Situations
  • SWOT Analysis
  • Objectives and issues
  • Target Market
  • Marketing Strategy
  • Marketing Programs
  • Financial Plan

Business Overview

King Crawfish Company

King Crawfish Company
Louisiana State
Jason King Jr.

Photo by Poe Tatum

business principal

  • Quality, Service, and Price
  • Efforts&Insistence
Photo by Poe Tatum


  • Crawfish (Live&Boiled&tails), Seafood (Blue Crab, Gulf fish, Oyster, shrimp), Alligator and turtle, Spices/Seasonings, Cooking Supplies, Party Supplies, etc.
  • FedEx Overnight shipping, Southeast Airline Cargo
  • Lines for answering any questions even including how to cook Cajun boiled crawfish.
Photo by Poe Tatum

Untitled Slide

Current Marketing Situations

Photo by tsand

Current Marketing Situations

  • 30 year-old family owned Crawfish Company
  • No.1 shipper of fresh boiled crawfish and live crawfish nationwide

Current Customers

Current Customers (National)


  • Crawfish Co., Louisiana
  • Crawfish Company of Central Florida, Inc., Florida
  • Focus on local retailers, wholesalers and nearby city customers. They have customers in Florida, Texas, Louisiana, Mississippi, Georgia and Alabama.


  • Provide FedEx shipping, fast delivery.
  • Have similar products with us, like crawfish (fresh and boiled), blue crab, Louisiana food, seafood, etc.
  • Hold events and parties for local communities.
  • Run a farm-based restaurant like we do.
  • Have annual crawfish event for local people.


  • Not provide air cargo pickup service.
  • Not ship fresh boiled crawfish overnight direct to customers’ doors.
  • Not sell party size fresh boiled crawfish or party package of boiling crawfish like we do.


&Activity Sheet


  • Fresh (live or boiled) crawfish with great Cajun taste, be loved by local and national customers;
  • Wide range products meet customers’ needs;
  • Fast delivery service (FedEx overnight shipping and Southeast air cargo);


  • Only one product is widely known, other products not as good as crawfish;
  • Twitter, Instagram, and Pinterest account not so many followers like Facebook account;
  • When in Louisiana, our brand is considered same as other brands;
  • When in Louisiana, our brand is considered same as other brands;


  • Social media is popular and people can get to know us through Facebook, Twitter, Instagram and Pinterest;
  • Our brand already has influence on local and nearby cities, and a amount of customers from other states are loyal customers who like to give us feedback.


  • Our competitor are also competing national market;
  • Imports from China competing native market;


  • Develop “All Natural Crawfish”, advertise other products
  • Hold some events to interest people of anticipating and win free gifts, earn more future customers
  • Hold annually event to differentiate our brand, use unique logo on everything on the farm to give customers deep impression when they come to the farm
Photo by dgray_xplane


Photo by Ben Gun

Take advantage of fast shipping to ship over one million crawfish (live or fresh boiled).
Become more well-known in the nationwide.
Take good advantage of the social media like Facebook, Twitter, Instagram and Pinterest to win more customers.

Target Market

Photo by sjrankin

National crawfish market, including crawfish farms, university laboratories, restaurants, wholesalers, normal customers, crawfish lovers and educational department, etc.

Marketing Strategies

Marketing Stratigies

  • Hold national crawfish boil event annually. Unlimited Cajun boiled crawfish to eat. Different tickets levels. Free gift bag with a brochure and some small memorial gifts. VIP tickets have privileges and more gifts.
  • Facebook event=interaction
  • National contest for eating crawfish
  • Develop “All Natural Crawfish”.

Marketing Programs

1. Annually crawfish boiling event:

  • Farm raised fresh live crawfish
  • Cajun seasonings
  • Social media, posters, etc.
  • Fridge magnets (with logo on it or a crawfish shaped one), pencil sharpeners, ball pens, pencils, clips, plastic cups, etc.
  • T-shirts&recipe books

2.Facebook event

  • Post the topic each week to give the customers ideals for creating their own party photos.
  • Winner of each week-free 10 lbs fresh boiled crawfish
  • Winner of each month-free 20 lbs fresh boiled crawfish

3. national contest

  • Local media
  • Preselection in each city (biggest city of state)
  • Finale held in our farm
  • State winner-$1,000
  • National Champion-$10,000

4. All natural crawfish

  • Raised in pond planted with natural vegetation other than normal rice pond.

Financial Plan

1. Crawfish boiling event, $38,500

1. Crawfish boiling event, $19,000

2.Facebook Event, $3,120

3.National Contest, $190,000

3.National Contest, $10,000

4.All natural Crawfish, $5,400