gluco biscuit product marketing plan - mba 437 marketing
DESCRIPTION
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 GowTRANSCRIPT
Launch of New BiscuitLAFF
MBA 437 -MarketingGroup 5
Anchiemona Latu
s11038773
Georgina Atalifo
S11068385
Karan Pranesh
s11077774
KirtiPrasad
S11088922
Stuart Gow
s11100919
April 8, 2023 Glucose Biscuit- Marketing Plan
ScopeSituation Analysis
Market SummarySWOT AnalysisCompetition
Marketing StrategyObjectivesTarget MarketsPositioningStrategies
Marketing ProgramPricingDistributionAdvertising
FinancialsBreak-even analysisSales ForecastsExpense Forecasts
Controls
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April 8, 2023 Glucose Biscuit- Marketing Plan
The Product: LAFF Biscuits
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April 8, 2023 Glucose Biscuit- Marketing Plan
The ProductAll natural & healthy snackFun snack with LAFF the LionNo added artificial colouringsAll natural flavoursAllergy freeApproved for school lunches & snacks
Iron, Calcium, Folic Acid &Vitamins A & D 4
April 8, 2023 Glucose Biscuit- Marketing Plan
Situation Analysis•Market Summary•Market Demographics•Market Needs•Market Trends and Growth•New Market Situation
5
April 8, 2023 Glucose Biscuit- Marketing Plan
Biscuit Market Summary3 manufacturers, 2 importersNew market for biscuits:
School lunches & snacksNo company addressing this
opportunity
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April 8, 2023 Glucose Biscuit- Marketing Plan
Market DemographicsEnd 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.
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April 8, 2023 Glucose Biscuit- Marketing Plan
Market Needs & TrendsFlavours
Kids decision mostlyHealthy and Good for You
Mother/Parents needMinistry of Education
New directive from GovernmentCanteen Policy
All school s now developing one, specifically “Healthy Snacks”
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April 8, 2023 Glucose Biscuit- Marketing Plan
SWOT Analysis
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April 8, 2023 Glucose Biscuit- Marketing Plan
SWOT
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Already Establis
hedQuality BrandStrong Relationships
New ProductRetool Factory
School Lunch Market
Strong Compet
itionRetail
slotting
Biscuits inFiji
S
TO
W
April 8, 2023 Glucose Biscuit- Marketing Plan
Competition•Glucose Biscuit Industry•Children’s Biscuit Industry
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April 8, 2023 Glucose Biscuit- Marketing Plan
Glucose Biscuit Industry
Only 2 importersNot targeted at School LunchesGeneral poor quality/ “cheap”
products
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April 8, 2023 Glucose Biscuit- Marketing Plan
Children’s Biscuit Industry
3 manufacturers, 2 importersOver 10 products targeting kidsNone aimed at School market (yet!)
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April 8, 2023 Glucose Biscuit- Marketing Plan
The Product: LAFF Biscuits
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April 8, 2023 Glucose Biscuit- Marketing Plan
LAFF BiscuitsGlucose Biscuits for KidsPacked especially for School kids
Lunches and SnacksBought in Packs of 5 for the school
weeksFirst to marketLarge LAUNCH!
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April 8, 2023 Glucose Biscuit- Marketing Plan
Marketing Strategy•Target Markets•Positioning•Strategies
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April 8, 2023 Glucose Biscuit- Marketing Plan
Target MarketsPRIMARY Market: School Lunches-
Snacks
Secondary markets:Medical Facility and Hospital Market
Airline Quick Snack Market
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April 8, 2023 Glucose Biscuit- Marketing Plan
School Lunches-SnacksPacked
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
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April 8, 2023 Glucose Biscuit- Marketing Plan
Secondary marketsMedical Facility
and Hospital Market
Airline Quick Snack Market
:In hospital useBlood Bank
donor
Allergy FreeMade in Fiji
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April 8, 2023 Glucose Biscuit- Marketing Plan
PositioningPremier healthy
biscuit and snack for children’s lunches
Introducing:
LAFF the Lion
Children’s Theme Fun & Healthy
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April 8, 2023 Glucose Biscuit- Marketing Plan
Strategies•Television•Print•Billboard•POS
•Cinema•Competitions•Brand Ambassadors•Online
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April 8, 2023 Glucose Biscuit- Marketing Plan
Strategies• Television• Print• Billboard• POS• Cinema• Competitions• Brand Ambassadors• Online
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April 8, 2023 Glucose Biscuit- Marketing Plan
Marketing Program•Pricing•Distribution•Advertising & Promotion
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April 8, 2023 Glucose Biscuit- Marketing Plan
PricingRetail price MRSP VIP of
F$1.49based upon competitive analysis and
comparable snacks Maintains our current 30% margin
agreement with distributorsMaintains our required profit margin in
house
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April 8, 2023 Glucose Biscuit- Marketing Plan
Distribution (Place)Already established wholesalers/retailer distribution model
Retail slotting already securedPoint of Sale (POS) cardboard displaysPlaced at aisle end @ current supermarket partners
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April 8, 2023 Glucose Biscuit- Marketing Plan
Advertising & Promotion
• Television• Print• Billboard• POS
• Cinema• Competitions• Brand
Ambassadors• Online
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April 8, 2023 Glucose Biscuit- Marketing Plan
Market Research•Taste Testing Research•Market Research Survey
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April 8, 2023 Glucose Biscuit- Marketing Plan
Taste Testing ResearchHONEY will be the first flavour on offer
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All
Cherr
y
Cherr
y &
Pea
nut
Choc c
hip
Honey
Cocon
ut &
Che
rry
Peanu
t
Whe
atge
rm
0%
5%
10%
15%
20%
25%
30%
35%
40%
Flavour Preference
April 8, 2023 Glucose Biscuit- Marketing Plan
Market Research SurveyQuality
Highest preference was given to Quality
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Quality28%
Variety10%Health
13%Flavor19%
Cost19%
Brand10%
April 8, 2023 Glucose Biscuit- Marketing Plan
Financial Forecasts•Break Even Analysis•Sales Forecast•Marketing Expense Forecast
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April 8, 2023 Glucose Biscuit- Marketing Plan
Break Even AnalysisAnnual
F$1,683,767 77,354 cartons
Required in annual sales revenue to reach the break-even point
By end of the first year 2014Full details are on Page 19
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April 8, 2023 Glucose Biscuit- Marketing Plan
Sales ForecastAnnual Sales ForecastBased on the 3 growing market segments
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Annual Revenue $-
$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
$1,828,
424
$3,069,
141
$3,918,
052
201420152016
April 8, 2023 Glucose Biscuit- Marketing Plan
Marketing Expense ForecastFirst year large: Introduction & Launch of
new product
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
April 8, 2023 Glucose Biscuit- Marketing Plan
Marketing Expense ForecastLaunch Marketing Expense Budget
34
2013 - 2014 2014 - 2015 2015 - 2016 $-
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
$156,600
$102,000
$96,000
Annual Marketing Expense Budget
April 8, 2023 Glucose Biscuit- Marketing Plan
Control & Monitoring•Milestones•Organisation•Monitoring & Feedback Surveys
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April 8, 2023 Glucose Biscuit- Marketing Plan
Milestones
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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
April 8, 2023 Glucose Biscuit- Marketing Plan
OrganisationAnchiemona Latu (Director of Marketing) will be
responsible for the overall marketing activities. Specific tactical campaigns::
Billboard Advertising: Karan PraneshTelevision Advertising: Georgina AtalifoNewspaper Advertising: Karan PraneshCinema Advertising: Kirti PrasadOnline Marketing Campaigns: Stuart Gow
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April 8, 2023 Glucose Biscuit- Marketing Plan
MonitoringIn-Store SurveySchool Lunch SurveysSales Monitoring
Monthly management meetingsSale to Forecast comparisonReview tactical and campaigns
38
April 8, 2023 Glucose Biscuit- Marketing Plan
LAFF BiscuitsThe Premier
healthy biscuit & snack for children’s lunches
39
Launch of New BiscuitLAFF
MBA 437 -MarketingGroup 5
Anchiemona Latu
s11038773
Georgina Atalifo
S11068385
Karan Pranesh
s11077774
KirtiPrasad
S11088922
Stuart Gow
s11100919