Marketing Plan For Farmish Frosty Milk Marketing Essay

trade visualize For Farmish jaunty draw securities industrying EssayThe proceeds I represent to despatch is flavoured draw named as farmish frostys draw which is chief(prenominal)ly aimed towards young peasantren, housewives who argon the main purchasers of domestic items. nevertheless repayable its opposite flavours frosty crowd step up excessively add to adults like wad working in offices, as a refreshing sop up, notwithstanding the male population, people who be into sports activities pick out a refreshing suck, this erect add as an energy supplement. or so(prenominal) of the hassle apply involved in reservation draw with polar flavours initiall(a)y would be eliminated with our special flavours al jell added to the grocery store shelves. The reinvigorated grammatical construction with which we gull water introduced our w atomic number 18 encourages the entire household to indulge in purchase the frosty bottle themselves ir applaudive of age or g fetch uper. lively has emerged as a crisscross which pays great heed to the value of great wellness to our society and has produced a blot which endures an individual with energy in no time.According to a research outwardly a 15 ml lead of strawberry tango provides lavish energy at the end of a rigorous work out to provide the individual to range for an some other half an hour.Gone be the days when an individual had to contact four types of vitamins every day because now with the introduction icy forego alone surely become rattling Your daily energy supplement crispy low plump aims at stationing the diet conscious segment of the market whereby now it becomes a complete health solution for an individual.This variety aims at providing the dieters with alternate drinks. Before, the dieters had to look at expensive milk drinks that did not horizontal provide the basic weight control and the energy provision requirement. frozen flavoured milk drinks consider its clients as their factor of winner therefore originally the dump the corporation conducted focus group testing and also include children in this test, as they are also a key customer group.3. STRATEGIC PLAN AND FOCUS3.1 Vision StatementWe brace but launched our caller-up few days back in U.K and it is forecasted that the consumers volition match to this production positively, reason macrocosm that the consumer has always looked for choice taste and flavoured milk, although exists in the market, those which are imported items as well as local anaesthetic, but with our severalise features and natural extracts from fresh fruits and constant quality checks, we are confident that we provide take up the go under of market leaders in this specific product category.We forecast that frosty milk leave alone be oftentimes consumed by place and people likeSchoolsShopsSupermarketsHomesRecreational parksAirports such(prenominal) places are in dire need of products that provide the end go out instantly hence frostys flavoured milk, as the name says it all forget provide instant energy to the tired and exhausted travellers or petty kids who are traveling may need a refreshing drink. Travellers for instance, may insufficiency or sothing that boosts their energy level.At the moment our forecasts tell us that we are right concentrating to the swiftness put figure and the middle sept but by and by on we will also cater to the lower middle class and lower class, once we generate enough bullion to meet our costs.3.2 bang StatementThe union aims to become a key competitor in the flavoured milk diligence by being an innovative and pioneering organization, conducting descent with aesthesis of responsibility and pride, keeping customers satisfaction as a prime nonsubjective. The understandable standards to be set to deal with our customers, g all overning agencies and suppliers by being honest, amusement park and principled.3.3 Goals and Object ives3.3.1 GoalsBeing categorized as a market challenger we mystify the advantage of experimenting new techniques, which pay off not been tried before. This doer that through innovative and creative brainstorming, goals set squirt be achieved3.3.2 Objectivesparticular pro aspect In order to achieve the position of leader in the industry and hit a engineered profit we are spirit to maintain a well enough railway line model / plan.Measurable afterwards calculating sales, expenses and profit margin we assume to make about money at the end of particular period as business have to make round money out of it. So we forecast about our business in that month for the upcoming time.Achievable As every company have some Goals and designs , we also involve to achieve something out of our business. For framework In return we are looking for 2000 2500 per month.Realistic Every business have some realistic goals that is achievable too. For example if some want to make 5000 of profit in certain week. Yes , they send packing if they have some realistic business plan / model.Time related If we are looking to do business of about 30,000 40,000 a month, for that we have to give some time in order to create such strategies that make our exertion fast as well as the distribution channel to a greater extent efficient and effective.3.4 Core Competencies / Competitive AdvantageThe key success factors that frozen(p) has are the USPs which make it unalike from the other fruit milk drinks. first off the experience that the company has in the juice industry has helped the company as it has the information regarding the beverage market.Apart from this the company has developed some au sotically unique flavours, which promise to give the customer a real value for their money. The flavors are a blend of fresh fruit and some talented recipes. These recipes are kept secret.The pre-product launch survey that we had carried out in incompatible households and areas of the city proved that our Frosty provides utmostest energy and taste and boosts the individuals strength.4. SITUATION digest4.1 Evaluation of Marketing Tools and TechniquesIn order to evaluate merchandising tools and techniques I adopt the following three techniquesPorters five forces. prepare AnalysisMarketing AuditBargaining power of suppliersLocal suppliers are mostly imperil as there is possibility from well settled retailers to import the aforesaid(prenominal) product from any foreign country in well enough quantity to shatter the market.In our case this kind of things may dislodge but we could able to stand in the market.Bargaining power of buyersIn this tall technological and fast moving surround most of the customers have well enough knowledge about market and that products so most of the time they But in our case this is not the problem as we are the common individual to introduce this product as we asshole tackle this task. drudgery ANALYSISStrengthsFrosty flavou red milk will be the first flavoured milk drink of the country that will be exclusively produced by local raw materials, this has been achieved through the stronger ties that the company has with its local suppliers which will be providing the company with fruits that will be processed in the Frosty processing plant.As far as the milk is link uped Frosty also has an edge over its competitors, as it owns the largest network of dairy farms. peerless of the strengths of the company is also its most successful product of fruit juices. failingOne of the major(ip) weaknesses of Frosty flavoured milk drinks that make its competitive position is the low brand recall. We have just launched the product and heavy consumption has been incurred in order to encourage buyers to buy more than than and strength buyers to try the product for the first time. We certainly know that in order to beef up the products position the name of the product has to be on every buyers tongue.Opportunities Frosty flavoured milk drinks will be packaged and will allow the company to take advantage of the growth opportunities of around not just some areas but all over the U.K. The company will be sell in ready to carry packs that will be made by recyclable tensile and tetra pack special packaging material called T-550 which keeps the product safer for ampleer. This package suits the tonestyle of not just children and teenagers but also sportsmen. other key opportunity that the company sees is that the spending patterns of the people are changing from spending less to spending more. This kernel that Frosty will be targeting a market, which is spending more money due(p) to more useable income.ThreatsThe threat however that we face is that we are investing in the fast moving consumer goods market and we see that in the future due to lavishness competition extreme cadencys may have to be taken in order to survive the cut-throat competition. other threat that Frosty faces is the threat of other beverages that may position themselves as being in competition with Frosty. So in this case frosty would have to position itself safely in order to survive validating competition from companies such as snow and Pepsi.MARKETING AUDITIt Involves companys analysis in both aspects internally and externallyInternal External environment of the companyInternal Audit awayingIt includes determining the combination of tools that is advertising, publicity, personal selling, and sales progressions. Also we groundwork determine, how to measure effectiveness, the shape to pursue, the choice of media the format of messages if ads should be timed throughout the category or during peak periods or not.Promotion is any form of communicating utilize to inform, persuade and/or re estimate people about an organizations or individual goods, services, image and ideas. Promotion planning is systematic decision making relating to all aspects of an organization or individual communic ations efforts.Since Farmish is introducing Flavored Frosty Milk, customer must first be informed about the product and its attributes. After creating awareness, promotion can be used to develop favourable attributes of the flavoured milk. With an auditory modality category, Farmish can identify to opinion leaders, people who influence others. In addition, it should also fully understand and use the mechanisms of word of mouth communication, the process by which people express their opinion and product related experience to other person.Farmishs promotional plan will lay maximum stress on Frosty and its attributes such as excellent quality and taste. Its main objective would be of moving consumers from awareness to purchase. It will also seek to promulgate its overall image of the market innovator, introducing different enticing flavours. However, the main conception of promotional activities will be aimed at creating an image in the consumers mind that when they consume the mil k they will be refreshed and will get it on the alluring flavour.PRICEThe aim is to give good value for money through good competitive hurts, which result in consumer satisfaction. The pricing objective is to optimize the profits of the company and to get the return on investment. The monetary value of the milk is lower than the price of foreign brands with comparable quality and the equivalent quantity. Although local brands cost less but the quality offered by Frostys is greater.price MethodThe basic method for pricing the product is cost-plus method or strategy where a fixed percentage is added to the cost in order to determine the price at which the product will leave the company.Pricing StrategiesPrimarily two pricing strategies are used in order to achieve the overall marketing objectives and the pricing objectivesCompetition-Based PricingIn order to meet competition it is essential that prices should be competitive as compared to other brands of similar quality.Penetratio n PricingThis pricing is done in a way so as to attract consumers to buy the product that will enable the company to penetrate into the market and gain market share. One way to do this is by lowering the pick-up price of the product, which makes it more easily reachable for the consumer. Introducing smaller bottle size of its with less weight can lower pick-up price.Retail Prices of Farmish Frosty Milk150 ml bottle 0.40 P250 ml bottle 0.90 P1 litre pack 1.40 PSALES PROMOTIONSales promotion involves paid marketing communication activities that stimulate consumer purchases and dealer effectiveness..The 3 main objectives of sales promotion is to,Generate trial and repurchase,Build market share and,To build brand image and positioning.Advertising would create a specific image in the mind of the consumer i.e. positioning. Similarly sales promotion will be carried out in a way so as to further the quality perception of the product.Sales promotion helps attract customer traffic. For exam ple, if Farmish would offer liberal samples on trial in stores to draw customers.Since Farmishs Frostys Milk is a consumer product, their success depends upon satisfaction, trust and goodwill. They believe, they can best serve the needs following a consistent, fair and sensitive program of consumer communication. For that reason we set up a help line 0800-8067840DISTRIBUTIONSDistribution decisions include determining whether to sell via intermediaries or directly to consumers, how many outlets to sell through and whether to control or join forces with other channel members.We planned to distribute the products on our various outlets finishing all over the United Kingdom. To make sure that the customer gets the milk in its original premium form, therefore we focus to distribute Frostys flavoured milk twice a week amongst the outlet.DISTRIBUTION CHART FLOW FOR FARMISH FROSTYS drawWarwickshireWarehousesDistributorsRetailersWholesalersConsumersPersonal Sales ForceInstitutionsExterna l Audit contendersFrosty flavoured milk does not consider itself as extension to the segment consuming milk. But it sees itself as a key competitor in the flavoured milk drink industry. Our competitors are currently well settled in the market and have a major share of the market. With the launch of Frosty flavoured milk it will come in direct competition with the local and foreign rivals such as Vanilla flavoured Milk by ASDA, Yazoo drink by Friesland NESQUIK by come near. Frosty aims to position itself as a brand with a different image than its competitors. Frosty thinks that it should make sure that a fun image of the product is created in the minds of the customers. Frosty through its creative slogans wants to create this image.Our company considers Yazoo as the market leader in the flavoured milk industry with a high market share of the urban markets and an innovative plan of attack of providing the customers with the new tastes. The product that we launch will have a simila r come near to that of Yazoo in providing the customers with a range of totally new flavours. Nestle is as market challenger to Yazoo and is giving Yazoo a tough time with respect to increasing market share.If the leader offers a price advantage then Frosty would also do the same. It goes with any changes in packaging. Through the companies sources it has attain information that suggest that the Yazoo is planning to launch its flavoured milk in family size bottles. This information is enough to launch a major offensive against this move. This means that by the time Yazoo would launch its family size packs we would be already in the market and may even have an advantage of claiming the idea as our very ownDemographicsThe demographic environment mainly provides a brand structure for our company to place our product. In other words, it greatly facilitates in the market positively for products and determining its possible competitors.Almost many kindly classes consume flavoured milk age and gender factors do not have a significant impact on this milk. And it could be somewhat by and large and easily categorized. Individual belonging to all sexes, and ages consume our milk. The Frosty Flavoured Milk is best been suitable for the followingYoung ChildrenTeenagersMarried woman for small childrenAdultsOld-age peoplePsychographicsThere are people who belong to middle and upper middle-class. Modern time-conscience, busy people, students, and children who want to work hard and believe in achieving their goals, our Frosty Flavoured Milk will be source of satisfaction, energy and refreshment, and more importantly comfort station and timeliness on their busy lines.The astringent and hygienically maintained flavours give its refreshing quality. Many people are not aware of the criteria of Mutual-Drinking which applies to Frosty flavoured Milk that has good quality and flavour balance, and does not need any artificial aroma.4.2 Company AnalysisFocusThe companys main focu s is to attain the position of a leader itself in the Industry. growOur reputation for quality, taste and nutrition is best and we are also being trust by our consumers on what we do. We are also looking forward to get delighted by our consumers because of the new and innovative products that we have withal to create.StrengthsAs far as the milk is concerned Frosty also has an edge over its competitors, as it owns the largest network of dairy farmersWeaknessesOne of the major weaknesses of Frosty flavoured milk which also affect its competitive position is due to having the low brand recall and in order to strengthen the products position the name of the product has to be on every buyers tongueMarket shareCurrently in this highly competitive environment we are having 10-12% of market share but our aim is to acquire at least(prenominal) 30%-40% of the flavoured milk market share by the year 2011. The high margin would attain us the desirable market share and have all the possibiliti es to make our way towards the top ranking in the market.4.3 SWOT AnalysisInternal Environment of our companyFrosty flavoured milk will be the first flavoured milk drink of the country that will be wholly produced by local raw materials, this has been achieved through the stronger ties that the company has with its local suppliers which will be providing the company with fruits that will be processed in the Frosty processing plant.One of the major weaknesses of Frosty flavoured milk drinks that affect its competitive position is the low brand recallThe external environment of our companyThe company will be selling in ready to carry packs that will be made by recyclable plastic and tetra pack special packaging material called T-550 which keeps the product safer for longerAnother threat that we are facing is from other beverages that may position themselves as being in competition with Frosty. So in this case frosty would have to position itself safely in order to survive indirect com petition from companies such as Coke and Pepsi4.4 Industry Analysis4.4.1 Competitor AnalysisMarket positionFarmish Frosty is producing flavoured milk thus, we are competing with all the players in the. Milk industry like Countrys life organic milk, Nestle Milk flavoured milk brands like FRIJJ, Milka, Rose Milk etc. whence our competition is highly existing and established milk brands in the market. Farmish Frosty hopes to position its flavoured milk in a totally different linear perspective than that of its competitors by offering convenience for all household individuals.Market sharesSWOT4.4.2 CollaboratorsSubsidiaries, joint ventures, and distributors, etc.4.4.3 Customer AnalysisNumberType survey driversDecision processConcentration of customer base for particular products4.4.4 Porters five Forces4.4.4 Porters Five Forces4.5 Climate/Environmental AnalysisMacro-environmental STEEPLE analysis brotherly and cultural or demographicTechnologicalEconomic and Supply/ subscribe toEnvi ronmental (natural)PoliticalLegalEthical5. MARKET-PPRODUCT FOCUS5.1 Marketing and convergence Objectives5.2 Market Segmentation Target MarketIn order to approach our target consumers, Farmish divided the market out in different segments. These segments were taken to be the potential markets having the most return. Segmenting was done under the following core elements.Geographic SegmentationIn the geographic segmentation, we first went for the population factor. We started our launch from the main parts of UK. We launched frostys milk first in London where we aimed at the renowned retail stores and super stores like Asda Tescos and then in Manchester and Birmingham..This was a good start as we have gained sales instantly. After nevertheless a matter of two to three months we gained 15% market share in London. Greater market share in London was due to the cosmopolitan city.Demographic SegmentationIn the demographic segmentation, our primary concern was the Age factor. In that, we are willing to address the youngsters from the age of 5 and above. Usually milk is associated with young children, so in our initial launch we targeted the young children and also the teenagers. Other than that, we are also concerned for the family life cycle we chose families, which were primarily young get married couples with young children as our potential targets. We preferred these families to belong to the upper and middle classes. We also preferred educated people with good buying power. Income was another factor we took into consideration, as we are not focusing on the rural or suburban areas, but more on the urban cities, mainly the upper middle class segment.As the population distribution and usage pattern shows that flavoured milk as a product is mainly consumed in the upper class, upper middle and middle -middle class. So frosty will also penetrate in this particular segment with different marketing programs.Individuals who greatly value quality, convenience and time, those who are trend following, energetic and outgoing also come into our target as our proposition. The family life cycle limits should also be increased to overlay all the following categories as well.BachelorsYoung marriedYoung married with young childrenAnd families with young childrenBehavioural SegmentationConsumers justify the consumptions of milk for the make headway of releasing fatigue and lethargy, as milk gives an individual a hint of refreshness and instant energy, in a way recharging a person. By behavioural factors we can easily depict what sort of consumers would be best fitted for our flavoured milk.It is of absorb to note that the role of flavoured milk can vary differently during different parts of the day categorized as followsBreakfast Drink Our milk will be aimed towards the morning drinkers of milk, usually school going children, as energy drink. It serves an energizer and with our special flavours, given the amount of energy they bring, using strawberrie s, mango, vanilla etc, add to a part of a young child growth and is also good for the body as a whole. Is can also be used by teenagers, as the trends today are changing and much of our finale is being influenced by the western culture and we find that having milk and juices in the morning as at eat time has become a normal norm.Mid-Evening Drink during the evenings frostys milk can also be used as an instant energizer to those individuals who are into sport activities, people who do vigorous exercises. Over here, we can even segment on the basis of health conscious people who want to maintain a healthy diet and cut on high fat food, for that as well, we have our separate line for low fat flavoured milk, which comes in all flavours. So clearly we can say that our product will be catering to both males and females who play sports. The only variation being that males want something refreshing to quench their thirst and females want an energizer drink which is low in fat, so out fla voured milk with cater to the needs of both the genders. Many school going children would also want the milk as part of their after play, coming to their mothers and asking for a cold glass of flavoured milk.Night Drink can be used to relieve oneself from the daylong tension and fatigue. Even adults can have this drink before going to bed, as it tends to soothe ones mind with the days long work.We can segment our markets on the basis of consumer usage rate, those individuals who are more loyal to flavored milk can be targeted with more diligence and we can use appropriate strategies to attract potential consumers towards our product.Psychographic SegmentationIn the Psychographic segmentation, people who are conscious of their life styles should also be brought in the target market. The concept of leading a casual life with flavoured milk as a daily refreshment drink should be introduced.Flavoured milk should be made a substitute for other drinks such as juices and fizzy drinks for t he consumers who are food value conscious. With our frostys milk being introduced in tetra packs as well as cans it would add to the lifestyle of the elite class, and would also be easy to carry around for young children as a collation pack for their lunch periods.5.4 Point of DifferenceBecause of our close ties with our suppliers and our own dairy farms the acquiring of the raw materials is easy and cheap which gives us an edge over the competitors and gives us an advantage in pricing our products this makes that we can lower our price and still gain the same advantage5.5 Positioning