GLUCO biscuit product Marketing Plan - MBA 437 Marketing
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Product The company will launch an all new product into the Fiji and South Pacific Regional marketplace. It is aimed primarily as a Glucose Biscuit for the School Lunch Market. The company seeks to fulfill the following benefits with the GLUCO biscuit product: Healthy alternatives to candy: aimed at mothers looking for a lower sugar and added health benefits in a snack for their children Conveniently packaged in individual packs for daily lunch pack use Weekly packs of 5, buying size for ease of budgeting and buying decision (5 schooldays a week) Added Iron, Calcium and Vitamins (similar to breakfast cereals claims) as an added value Company Background GAKKS Ltd already has an established packaged foods business that has been successful in Fiji for over 15 years. Packaged goods already produced: dried noodles, packet soups, herbs and spices. Current factory operations management has found the space and the capital to produce the new biscuit line, and has produced costing as included in this Marketing Plan. MBA 437 Marketing (Core Course) Principles of marketing are discussed with reference to South Pacific products and services. Topics covered include: the role of marketing in the organisation and society, the marketing environment, customer markets and buyer behaviour, marketing research, market segmentation and positioning, the marketing mix, product life cycle, marketing planning, and the ethical consequences of marketing actions. The marketing function is regarded as a key ingredient in management and strategic planning. Continuous reference is made to both the domestic and international marketplace. http://www.usp.ac.fj/index.php?id=mba437 Students Anchiemona Latu Georgina Atalifo Karan Pranesh Kirti Prasad Stuart Gow
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GLUCO biscuit product Marketing Plan - MBA 437 Marketing
- 1. MBA 437 -Marketing Group 5 Anchiemona Latu s11038773 Georgina Atalifo S11068385 Karan Pranesh s11077774 Kirti Prasad S11088922 Stuart Gow s11100919
- 2. Scope Situation Analysis Market Summary SWOT Analysis Competition Marketing Strategy Objectives Target Markets Positioning Strategies Marketing Program Pricing Distribution Advertising Financials Break-even analysis Sales Forecasts Expense Forecasts Controls 8 July 2014 Glucose Biscuit- Marketing Plan 2
- 3. 8 July 2014 Glucose Biscuit- Marketing Plan 3
- 4. The Product All natural & healthy snack Fun snack with LAFF the Lion No added artificial colourings All natural flavours Allergy free Approved for school lunches & snacks Iron, Calcium, Folic Acid &Vitamins A & D 8 July 2014 Glucose Biscuit- Marketing Plan 4
- 5. •Market Summary •Market Demographics •Market Needs •Market Trends and Growth •New Market Situation 8 July 2014 Glucose Biscuit- Marketing Plan 5
- 6. Biscuit Market Summary 3 manufacturers, 2 importers New market for biscuits: School lunches & snacks No company addressing this opportunity 8 July 2014 Glucose Biscuit- Marketing Plan 6
- 7. Market Demographics End Users : Kid’s Buyers: Parents Age: 4 -14 years old Buying decisions: based on taste (do they like it?) and attractiveness of packaging Branding important with LAFF the Lion Age: 20 years-35years old Income: F$15,000 - $35,000 per annum Shopping times/preferences: predominantly on Fridays and Saturdays for school week ahead. 8 July 2014 Glucose Biscuit- Marketing Plan 7
- 8. Market Needs & Trends Flavours Kids decision mostly Healthy and Good for You Mother/Parents need Ministry of Education New directive from Government Canteen Policy All school s now developing one, specifically “Healthy Snacks” 8 July 2014 Glucose Biscuit- Marketing Plan 8
- 9. 8 July 2014 Glucose Biscuit- Marketing Plan 9
- 10. SWOT 8 July 2014 Glucose Biscuit- Marketing Plan 10 Already Established Quality Brand Strong Relationships New Product Retool Factory School Lunch Market Strong Competition Retail slotting Biscuits in Fiji
- 11. •Glucose Biscuit Industry •Children’s Biscuit Industry 8 July 2014 Glucose Biscuit- Marketing Plan 11
- 12. Glucose Biscuit Industry Only 2 importers Not targeted at School Lunches General poor quality/ “cheap” products 8 July 2014 Glucose Biscuit- Marketing Plan 12
- 13. Children’s Biscuit Industry 3 manufacturers, 2 importers Over 10 products targeting kids None aimed at School market (yet!) 8 July 2014 Glucose Biscuit- Marketing Plan 13
- 14. 8 July 2014 Glucose Biscuit- Marketing Plan 14
- 15. LAFF Biscuits Glucose Biscuits for Kids Packed especially for School kids Lunches and Snacks Bought in Packs of 5 for the school weeks First to market Large LAUNCH! 8 July 2014 Glucose Biscuit- Marketing Plan 15
- 16. •Target Markets •Positioning •Strategies 8 July 2014 Glucose Biscuit- Marketing Plan 16
- 17. Target Markets PRIMARY Market: School Lunches-Snacks Secondary markets: Medical Facility and Hospital Market Airline Quick Snack Market 8 July 2014 Glucose Biscuit- Marketing Plan 17
- 18. School Lunches-Snacks Packed lunches: 67% School prepared lunches 30% Go home for lunch 3% All Primary Schools have 2 breaks during the day: A recess/short break in the morning A lunch break at mid-day 8 July 2014 Glucose Biscuit- Marketing Plan 18
- 19. Secondary markets Medical Facility and Hospital Market Airline Quick Snack Market :In hospital use Blood Bank donor Allergy Free Made in Fiji 8 July 2014 Glucose Biscuit- Marketing Plan 19
- 20. Positioning Premier healthy biscuit and snack for children’s lunches Introducing: LAFF the Lion Children’s Theme Fun & Healthy 8 July 2014 Glucose Biscuit- Marketing Plan 20
- 21. •Television •Print •Billboard •POS •Cinema •Competitions •Brand Ambassadors •Online 8 July 2014 Glucose Biscuit- Marketing Plan 21
- 22. Strategies • Television • Print • Billboard • POS • Cinema • Competitions • Brand Ambassadors • Online 8 July 2014 Glucose Biscuit- Marketing Plan 22
- 23. •Pricing •Distribution •Advertising & Promotion 8 July 2014 Glucose Biscuit- Marketing Plan 23
- 24. Pricing Retail price MRSP VIP of F$1.49 based upon competitive analysis and comparable snacks Maintains our current 30% margin agreement with distributors Maintains our required profit margin in house 8 July 2014 Glucose Biscuit- Marketing Plan 24
- 25. Distribution (Place) Already established wholesalers/retailer distribution model Retail slotting already secured Point of Sale (POS) cardboard displays Placed at aisle end @ current supermarket partners 8 July 2014 Glucose Biscuit- Marketing Plan 25
- 26. Advertising & Promotion • Television • Print • Billboard • POS • Cinema • Competitions • Brand Ambassadors • Online 8 July 2014 Glucose Biscuit- Marketing Plan 26
- 27. •Taste Testing Research •Market Research Survey 8 July 2014 Glucose Biscuit- Marketing Plan 27
- 28. Taste Testing Research HONEY will be the first flavour on offer 8 July 2014 Glucose Biscuit- Marketing Plan 28 0% 5% 10% 15% 20% 25% 30% 35% 40% All Cherry Cherry & Peanut Choc chip Honey Coconut & Cherry Peanut Wheatgerm Flavour Preference
- 29. Market Research Survey Quality Highest preference was given to Quality 8 July 2014 Glucose Biscuit- Marketing Plan 29 Quality 28% Variety 11% Health 13% Flavor 19% Cost 19% Brand 10%
- 30. •Break Even Analysis •Sales Forecast •Marketing Expense Forecast 8 July 2014 Glucose Biscuit- Marketing Plan 30
- 31. Break Even Analysis Annual F$1,683,767 77,354 cartons Required in annual sales revenue to reach the break-even point By end of the first year 2014 Full details are on Page 19 8 July 2014 Glucose Biscuit- Marketing Plan 31
- 32. Sales Forecast Annual Sales Forecast Based on the 3 growing market segments 8 July 2014 Glucose Biscuit- Marketing Plan 32 $1,828,424 $3,069,141 $3,918,052 $- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000 $4,500,000 Annual Revenue 2014 2015 2016
- 33. Marketing Expense Forecast First year large: Introduction & Launch of new product 8 July 2014 Glucose Biscuit- Marketing Plan 33 Advertising 2013-2014 2014-2015 2015-2016 TV $ 35,000 $30,000 $30,000 Print $ 50,000 $35,000 $35,000 Radio $ 15,500 $10,000 $10,000 Signage Lease $ 4,800 $4,000 $4,000 Production $ 22,000 $5,000 $2,000 Trade $ 18,800 $1,500 $1,500 Events & Sponsorship $ 1,500 $1,500 $1,500 Online $ 9,000 $3,000 $2,000 FOCs $ 17,000 $12,000 $10,000 Total $ 156,600 $102,000 $96,000
- 34. Marketing Expense Forecast Launch Marketing Expense Budget 8 July 2014 Glucose Biscuit- Marketing Plan 34 $156,600 $102,000 $96,000 $- $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 $160,000 $180,000 2013 - 2014 2014 - 2015 2015 - 2016 Annual Marketing Expense Budget
- 35. •Milestones •Organisation •Monitoring & Feedback Surveys 8 July 2014 Glucose Biscuit- Marketing Plan 35
- 36. Milestones 8 July 2014 Glucose Biscuit- Marketing Plan 36 Milestones Start Date End Date Manager Department Marketing plan completion July 13 Aug 13 Anchimona Marketing Web site completion June 13 Aug 13 Stuart Marketing TV Advertising campaign Aug 13 Dec 13 Karan Marketing Print Advertising campaign Aug 13 Dec 13 Karan Marketing Radio Advertising campaign Aug 13 Dec 13 Georgina Marketing Billboard Advertising campaign Aug 13 Dec 13 Kirti Marketing Events & Sponsorship Aug 13 Nov 13 Stuart Marketing Trade campaign Aug 13 Oct 13 Kirti Marketing
- 37. Organisation Anchiemona Latu (Director of Marketing) will be responsible for the overall marketing activities. Specific tactical campaigns:: Billboard Advertising: Karan Pranesh Television Advertising: Georgina Atalifo Newspaper Advertising: Karan Pranesh Cinema Advertising: Kirti Prasad Online Marketing Campaigns: Stuart Gow 8 July 2014 Glucose Biscuit- Marketing Plan 37
- 38. Monitoring In-Store Survey School Lunch Surveys Sales Monitoring Monthly management meetings Sale to Forecast comparison Review tactical and campaigns 8 July 2014 Glucose Biscuit- Marketing Plan 38
- 39. The Premier healthy biscuit & snack for children’s lunches 8 July 2014 Glucose Biscuit- Marketing Plan 39
- 40. MBA 437 -Marketing Group 5 Anchiemona Latu s11038773 Georgina Atalifo S11068385 Karan Pranesh s11077774 Kirti Prasad S11088922 Stuart Gow s11100919
Notas del editor
- Switch to Anchiemona
- We’ve covered the basic product and advantages already, btu just to recap how it will be presented… These will be packed in fun-looking packages for the kids, and more equally importantly they will be siold in packs of 5 to match the number of school days in a week. We will be first to market with this kind of product aimed this way, so it is imperative that we go for then BIG LAUNCH as we introduce this product!
- Change to Georgina
- In the first year of launch, we will be targeting PRIMARILY the School Lunches and Snack Time Market however there are Secondary markets that will be targeted towards the end of 2014, specifically the Medical and Airline Markets
- The School Lunches and Snack market is targeting the large number of kids who have packed lunches, 2 out of 3 at schools in Fiji and others for their breaks. For those of you without kids in school… (Stuart!) the 2 breaks at Fiji schools are the Recess or Short Break in the morning where they have a snack, and then the main Lunch Break at mid-day. This gives 2 MAJOR opportunities a day to have our customers eat the product!
- The secondary markets will be to the hospitals and national airline. Thank you Doctor Josese for your advice on this, and will be addressing this market later on in 2014 for application to ministry of Health in July for inclusion in the year-ahead food program. The national airline are aiming more and more at Fiji Made products, and this biscuit fits in with this. This is currently being further explored for launch in late 2014.
- Any questions or suggestions?