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Electronic Marketing Plan MUH Milk

Presented by: Fathimath Suha

Fathimath Suha |Bachelor of Business| 12108

Contents

• About the company

• Market Analysis

• Competitor analysis

• SWOT analysis

• Marketing strategies

• Marketing mix

• Internet marketing strategies

Euro Marketing

• Euro marketing established on 27th August 1997

• Founders of the company are Mr. Ali Waseem and Mr. Ismail

Noorudheen Resort supply

Retail Market

Café and restaurants

Euro Marketing: Products offered

Products:

RedBull Lavazza Toblerone Granini Yo

De Cecco pasta Lorenz Bahlsen Snacks/biscuts

Lindt Nuttella

Ferrero Rocher MUH UHT milk Lavazza Coffee machines

Euro Marketing: Services offered

Services

Training

After sales

services

Product delivery

Markets focused

Resort supply

Retail Market

Café and restaurants

Market Analysis

• Market research

• Competitive analysis

• End users

Steps undertaken in Market research

Step 01: Establish the need for market research

Step 02: Define the problem

Step 03: Establish research objectives

Step 04: Determine research design

Step 05: Identify information types and sources

Step 06: Determine methods of accessing data

Step 07: Design data collection forms

Step 08: Determine sample plan and size

Step 09: Collect data

Step 10: Analyze data

Step 11: Prepare and Present the final report

Defining the problem

End users Market

Identifying and analyzing the

characteristics milk (liquid) users.

Research objectives

End users

• Isolate the buying patterns and consumption level of the

milk users

• Identifying the characteristics of the consumers with

this market

• Finding the media used by this market

• consumers

Research design and information source

Research design

Exploratory research

Descriptive research

Casual research

Information source

Primary data

Secondary data

End users: Identification of Milk consumers

Data collection forms

Buying patterns

Buying behavior

Information sources

Customer demographics

• Increase in number of health

conscious people

• Increase in number of coffee users

Customer demographics (cont’d)

Competitors analysis: Main competitors Indo milk

Competitive analysis: Competitive brands

BRANDS Fast moving Slow moving

Devondale 3 supermarkets

Dutch Lady 4 supermarkets 1 supermarket

Elle and Vire 1 supermarket

Enjoy 1 supermarket

Incolac 1 supermarket

Oldenburger 3supermarkets

SAFA 3supermarkets

Unikai 1 supermarket

Competitive advantage: Porter’s three generic strategies

Situational analysis: SWOT Analysis

STRENGTH broad customer baseSkilled marketing teamHigh market share Positive image of the companyStrong relationship between the clients and customers

WEAKNESS High staff turnover rateStrong existing milk brands in the market

OPPORTUNITY Creating strong brand recognition through promotional programsDeveloping the website and offer more services from the websiteAdaption of new emerging trendsIncreasing the use of new technology

THREATSRecent GST PolicyStronger marketing and promotion by the competitors

SWOT

Marketing strategies

• Identifying the customer needs and segment the market

Market segmentation

Market Segmentation People who consume milk (age):

• Young age group (18 – 25)

• Middle age group (26 – 33)

People who consume milk (Gender):

• Female – 54 participants

• Male – 29 participants

Behavioral Segmentation

• Benefit sought• Consumers with different needs

• Mothers buying for kids• Milk purchased for adults

• Usage • Heavy users

• Consume milk everyday

Demographic Segmentation

• Age:• Huge percentage of the

consumers who consume milk from age range of 18-24

• Gender:• Huge population of the female

participants who consume milk than that of the male

Target market

The Target market

 

 

 

 

Consumers are grouped into segments on the basis of having characteristics

Segment 1  

Segment 2 Segment 2: Is judged to be more attractive and the marketing mix strategy is designed for that target market

MUH would be targeted for the

female’s age ranging from 18- 25

and 26-33.

Positioning strategy

“High quality milk product at an affordable price”.

Marketing mix: Product • MUH UHT milk

MUH UHT Whole milk 3.5% fat content

MUH UHT Semi- skimmed milk 1.5% fat content

MUH UHT Skimmed milk 0.5% fat content

Marketing mix: Price

MUH milk Packaging MRF price/case MRF price/per package

USD Price/case

USD price per package

Whole milk 3.5% 12 x 1L 280.00 23.33 18.16 1.50

Skimmed milk 1.5% 12 x 1L 260.00 22.06 16.86 0.57

Semi-skimmed 12 x 1L 250.00 20.8 16.21 1.35

Marketing mix: Promotion

• Offline/traditional Advertising Strategies• Direct marketing

Marketing

database

Product information

Transactional

information

Customer and

prospect information

Promotional informationGeo-

demographic

information

Marketing mix: Promotion (cont’d)

• Offline/traditional Advertising Strategies• Advertising-Print media• Advertising in Television

Internet marketing strategies • SEO• Website user friendliness • Page Load Speed• Accessibility• Navigation• Information

Budget

• Marketing budget for six months October November December January February March 2012 Total

Brochures MRF5000

2000 copies

MRF 2500

1000 copies

MRF 2500

1000 copies

MRF 2500

1000 copies

MRF 2500

1000 copies

MRF 2500

1000 copies

MRF 17500

Flyers MRF 4000

2000 copies

MRF 4000

2000 copies

MRF 4000

2000 copies

MRF 4000

2000 copies

MRF 16000

TV: MNBC one MRF 15,000

30 secs

MRF 15,000

30 secs

MRF 15,000

30 secs

MRF 15,000

30 secs

MRF 60000

Newspaper MRF 4000 MRF 4000 MRF 4000 MRF 4000 MRF16000

Development of Website

MRF 20,000 MRF 2000 MRF 2000 MRF 2000 MRF 2000 MRF 2000 MRF 30000

Domain/webhosting

MRF 1440 MRF 1440 MRF 1440 MRF 1440 MRF 1440 MRF 1440 MRF 8640

Recommendation

• The company can use various offline marketing programs to

create brand recognition

• Euro marketing needs to introduce online marketing programs

• Hence they can develop their own website, in order to

promote their products by means of online marketing.

• The company need to create a competitive advantage

Thank you!