CMGB6101

Marketing Management

3years Marketing Plan:

Nestle dairy Products:

Yoghurt, Yoghurt Drink

Group Members:

Leila Banakar CGA060093

Tahereh Kazemzadeh CGA070042

Meshari Alrajah CGA070029

Erfan Rezamand CGA070095

ACKNOWLEDGEMENT

Our sincere gratitude must necessarily go to Dr. Yusniza Kamarulzaman; course facilitator and Lecturer, in Marketing Management, MBA. This assignment facilitates us to study best practices following by the one of most successful persons in world. And also this helped to relate theories learned in the classroom with actual business operations.

CONTENTS

1. Executive Summary

2. Introduction

3. Mission Statement

4. Product Offering

5. Business Analysis

5.1 Market Analysis

5.1.1 Target market

5.1.2 Market Geographic

5.1.3 Market Demographic

5.1.4 Market Needs

5.1.5 Market Trend

5.1.6 Market Growth

5.2 Industry Analysis

5.2.1 Porter’s 5-Forces

5.3 Microenvironment Analysis

5.3.1 Political Factors

5.3.2 Economical Factors

5.3.3 Social-cultural Factors

5.3.4 Technological Factors

5.3.5 Legal Factors

5.3.6 Environmental Factors

5.4 SWOT Analysis

5.4.1 Strengths

5.4.2 Weaknesses

5.4.3 Opportunities

5.4.4 Threats

5.5 Competitors Analysis

6. Marketing Strategies

6.1 Marketing Objective

6.2 Positioning

6.3 Pre-Schools & Elementary Schools Strategies

6.3.1 Product testing

6.3.2 Price strategy

6.3.3 Place Strategy

6.3.4 Promotions strategy

6.4 communication strategies

6.4.1

7. Financial Plan

7.1 Financial objective

7.2 Sales Forecast

7.3 Budget Analysis

8. Organization and Implementation

9. Control

References

Appendix

References:

Best R. J., ‘Market Based Management: Strategies for Growing Customer Value and Profitability’, Prentice Hall, pp303.

Philip Kotler &Gray Armstrong principle of marketing

Paul Peter & James H. Donney, Apreface to Marketing Management

Budget 2006, Department of Statistics

Nestlé’s marketing brief

Nestle annual Report

Malaysia Statistics Department

“Dimensions of Brand Personality”, Journal of Marketing Research, p347-356

Sharon Beder, A Community View, Caring for Children in the Media Age, Papers from a national conference, edited by John Squires and Tracy Newlands, New College Institute for Values Research, Sydney, 1998, pp. 101-111,

www.uow.edu.au/arts/sts/sbeder/children.html

www.foodsci.uoguelph.ca/dairyedu/yogurt.html

www.aboutyogurt.com

www.nestle.com.my

www.nutriweb.org.my

www.thetimes100.co.uk

www.umlib.edu.my

www.siencedirect.com

www.proquest.com

www.forbes.com

www.businessweek.com

www.inventors.about.com

www.consultancymarketing.co.uk

www.websitemarketingplan.com

Appendix:

a) Yoghurt Trend in Malaysia

b) under 9years old pie chart

c)

d)comparison Price per gram

e)