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Demetris Vrontis
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Abstract
Purpose – This paper aims to provide a strategic review of the marketing function for a Cypriot company operating in the liquid food packaging
industry (for reasons of confidentiality the name of the company is withheld). The paper focuses on the dairy market, where the company does not have
a very strong market position, and illustrates how through an analysis of the environment (internal and external audit) the company’s strategic direction
and marketing plan can be designed more effectively.
Design/methodology/approach – The paper adopts a case study approach with primary research through in-depth interviews with managers of the
company under investigation.
Findings – The paper concludes that, by undertaking to rectify its weak marketing function, the company can develop capabilities that will lead to a
fully integrated relationship with all its customers and significantly improve its market share.
Originality/value – The value of the paper lies in providing a new case study that highlights the importance of making the marketing function a more
market/consumer oriented process that bridges the gap between strategic change and industrial complexity and instability.
Keywords Business environment, Marketing planning, Management strategy, Strategic marketing, Dairy products, Cyprus
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Strategic marketing planning Journal of Business & Industrial Marketing
Demetris Vrontis et al. Volume 21 · Number 4 · 2006 · 250 –261
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Strategic marketing planning Journal of Business & Industrial Marketing
Demetris Vrontis et al. Volume 21 · Number 4 · 2006 · 250 –261
The dairy market Table V Competitors in the Cypriot dairy industry (2003)
The total dairy market for liquid milk in Cyprus is Shelf life Dairy Dairy Dairy
approximately 65 million litres with a per capita
(days) 1 2 3
Table III Child allowance (effective 2003; in CYP) Fresh pasteurised white milk, full
fat 4 £ £ £
One child 200 Fresh pasteurised white milk,
Two children 400 semi-skimmed 4 £ £ £
Three children 1,200 Fresh pasteurised white milk,
Four children 1,600 skimmed 4 £ £ £
Five children 2,000 Fresh pasteurised white milk,
Note: Prior to 2003, only families with four children and more received child skimmed, enriched with calcium 4 £ £ £
allowance equal to CYP 200 per child Lactose reduced 4 £
Goat’s milk 4 £
Fresh pasteurised post-flavoured
Table IV Beverage split (million litres) milk 4
Chocholate milk 60 £ £
Description 2001 2002 2003 Banana milk 60 £
Juice/soft drinks/nectarsa 30 31 32
Milk/dairy based drinksa 61 63 65
Bottled water 42 45 49 Table VI Market share (per cent) of the three dairies
Beer 39 41 40
Soft drinks (carbonated) 56 55 54 2002 2003 2004
Coffee drinks 6 7 8 Dairy 1 27 26 23
Source: RAI Consulting Services (2003) Dairy 2 52 45 48
Note: a The company investigated in this case is active in these segments Dairy 3 20 27 27
only Others 1 2 2
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The company’s competitors of a local office have raised barriers to entry. The threat is
The battle to capture market share is between three players considered low at present.
(the names of the companies have been withheld for reasons
Industry rivalry
of confidentiality): the company under investigation (offering
Rivalry is considered medium because the overall market is
the products of its corporate parent) and Competitor 1, both
growing at a pace that means focus is on gaining new market
of which supply cartons, and Competitor 2, which supplies
share rather than taking market share from competitors.
plastic bottles. Table VII compares the global turnover and
However, when the life cycle of white milk products reaches
operating profits of the three companies over the period 2000-
the maturity stage, competition will intensify. For Dairy 1, the
2001. The company’s corporate parent is one of the biggest
customer of the company investigated in this paper, industry
companies competing in the juice and milk markets in
rivalry is fierce in the litre package size.
Cyprus.
Suppliers
Porter’s five forces The company under investigation gets its supplies from its
It is now important to identify the competitive forces for the corporate parent. The local company has no influence or
company through a structural analysis of the industry. This negotiating power on purchases as these are set centrally
can be illustrated through Porter’s (1985) five competitive irrespective of local conditions. Therefore, the strength of the
forces illustrated in Figure 3. supplier is considered high and it is anticipated that it will
remain so in the future.
Threat of new entrants
Substitutes
For the moment, the relatively small size of the milk market as
The plastic bottle is the main substitute to the carton in the
compared to other European countries and the establishment
milk beverage market. The ability to see the product and the
convenience offered has gained favour with many consumers.
Table VII 8 The company’s competitors However, with environmental issues gaining in importance
and the difficulty in recycling plastic, this threat may
2001 2000 %
deteriorate in the future.
Corporate parent: based in Sweden/Switzerland
Customers
Turnover (e, millions) 7,650 7,505 þ5
With only one customer in the dairy industry buying cartons
The company investigated in this paper is the local sales office and
from the company investigated in this paper, high switching
supplies Dairy 1 costs have created a lock-in situation. This will remain the
same over the next four to six years, until the equipment is
Competitor 1: based in Norway fully depreciated.
Turnover (e, millions) 528 505 þ5 Currently, the overall market attractiveness is rated as
Operating profit 34 2 14 medium, but it is anticipated that this trend will move towards
No sales or support office in Cyprus; supplies Dairy 2 medium/high in the future.
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Strategic marketing planning Journal of Business & Industrial Marketing
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Figure 4 Level of customer loyalty and satisfaction Within the company, there is a tendency not to store
marketing information in any database or file. As a result, the
managing of marketing information is not shared, which can
cause frustration.
Figure 5 Collaboration and relationship The Boston portfolio matrix (BCG): portion packs
Following our PLC analysis we can apply the BCG matrix to
examine the range of the company’s products portfolio against
segment growth, segment volume and the relative market
share of the company in the packaging material segment
(relative to the nearest competitor). The different products
and their position on the BCG matrix are shown in Figure 8.
Map to market
Figure 9 is developed to show the product route to market. At
present, the marketing activities of the company stop at the
producers.
SWOT analysis
Deriving from the internal and external environmental
.
trust from top management; scanning, the company should highly consider the
.
trust between technical and sales departments; development of the strengths, weaknesses, opportunities and
.
partnership and cooperation instead of a supplier/buyer threats (SWOT) analysis. As can be seen in Vrontis (1999),
relationship; this is vital if companies want to capitalise on their strengths,
.
mutual dependence and satisfaction; and minimise any weaknesses, exploit market opportunities as
.
a high level of information exchange. they arise and avoid, as far as possible, any threats.
Further, it is advisable to the company to utilise the SWOT
analysis to its benefit. Marketers should convert weaknesses
Marketing mix into strengths, threats into opportunities, and understand that
Given the small size of the company and the small number of
employees, little attention is paid to this function, which can
Figure 6 Portion package portfolio matrix
be considered a serious weakness. The market manager makes
all marketing decisions on an ad hoc basis. In terms of the
seven Ps, and considering that the company provides a service
to its customer(s), the following applies:
.
product – developed at corporate level, quality offered is
considered to be very high;
.
price – Set at corporate level and applies to all European
countries;
.
place – dairy producers’ plant;
.
promotion – very limited promotional techniques, high
use of brochures; and
.
people – market manager provides all the necessary
marketing information obtained through the company’s
intranet, staff are very professional and customer-centric,
regular contacts and visits with tangible evidence support
professionalism.
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Figure 8 Boston Consulting Group matrix: portion packs Figure 10 SWOT analysis
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This can be done by focusing on the portion package by on the markets in which the organisation will operate, the type
offering the consumer value added products. of products/services it will offer and the basis of the
Although the potential increase in the birth rate will lead to an competitive stance. Marketing strategies are the means by
overall increase in milk consumption, its impact on the industry which objectives will be achieved. They reflect the company’s
will not be felt for at least two to three years, when children start best opinion as to how it can most profitably apply its skills
to consume fresh milk as opposed to powdered milk. and resources in the marketplace and they are inevitably
broad in scope.
Business objectives The Ansoff matrix (see Figure 11) helps to identify the
company’s product and market growth strategy. The company
The business objectives set by the company are as follows: is looking to grow through “market penetration”, i.e. to
.
to grow packaging material by 15 per cent in two years; expand sales with existing packaging solutions for “value
and added” liquid foods in the dairy market, thereby taking
.
to score a 4.5 in the customer satisfaction (CS) advantage of the increasing awarness of health and social
programme in 2004 and 4.7 in 2005, where 1 is issues identified in the PEST analysis. Market penetration
defector/terrorist and 5 is apostle/loyal (see Figure 4). carries the lowest risk for the company, as the focus in on
Further information on the company’s customer satisfaction current products in current markets, where knowledge and
programme for 2003 follows in the next section. experience is the highest. But which product portfolio is
setting the optimal option for the company?
Customer Satisfaction (CS) programme In order to target the “value added” milk segment in
Customer Satisfaction is a programmme initiated by the portion pakcages the company will need to offer a “premium
company’s corporate parent in order to determine how package” and, according to the package portfolio analysis, this
satisfied customers are with the company’s products and means promoting Product A’s package, which is the
services. It is implemented in all European market companies. company’s premium portion package. Further investment
Selected customers are chosen for the programme and should take place in Product C as well. Investment for both
interviews with five or six top/middle managers are products (A and C) should arrive from profits made by
undertaken by independent consultants. Each manager Product B, which is currently a very profitable cash cow. It
interview will score from 1 to 5 (with 1 being the lowest follows from the BCG matrix examined above (see Figure 8)
and 5 being the highest scores) in the business areas shown in that an opportunity exists to move Products A and C from the
Table VIII. question mark quadrant through the star in the short term
and eventually to the cash cow quadrant in the medium term.
Marketing objectives According to Porter’s three generic strategies model (see
Figure 12), the company currently pursues a “broad
The marketing objectives set by the company are as follows: differentiating” strategy, where Product B’s packages achieve
.
to introduce one premium portion package in 2004; superior value to the market as a whole. By promoting
.
to increase sales of portion packages by 20 per cent over
two years; and
. to score at least 4.5 and 4.7 in the marketing support Figure 11 Ansoff product/market matrix
activity on the customer satisfaction programme in 2004
and 2005, respectively.
Marketing strategy
Marketing strategy is the broad statement of the way in which
the organisation sets out to achieve its objectives and to drive
its tactics. Included within this would be a series of decisions
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Strategic marketing planning Journal of Business & Industrial Marketing
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two-year period strategy. It is suggested that a concentrated Although Dairy 1 can use its established brand to signal
targeting strategy is followed, where one marketing mix is confidence in consumers for the launching of this product,
developed and aimed at two target groups/segments, as there is a need to position the product more clearly in the
identified in Table IX. minds of the company’s target groups. Therefore, the
recommended strategy here would be to introduce a sub-
brand with clear links to the core brand as a way of
Product profile
differentiating Dairy 1’s product portfolio. In time, all the
Below is a suggested profile for a “value added” product that
elements of the marketing mix will work together in a
could be suited to Dairy 1’s target consumers. However, this
coherent pattern to create its own brand equity and identity.
needs to be validated through consumer tests.
(1) Product description and ingredients: Promotion
.
milk and juice blend enriched with calcium and The development of a sub-brand will require individualised
vitamins; promotion to position and strengthen it. To achieve this,
.
light but pleasant flavour; Dairy 1 will need to part with the generic advertising/
.
light colour; promotion campaigns of the past and undertake to
.
good taste and after taste; and communicate the need for the product as follows:
.
not too sweet. .
healthy start to every day;
(2) Positioning: .
convenience, easy to open and quick to consume;
.
new drink generation (breaking new ground); .
understand the health benefit; and
.
new sub-brand; and .
trust the brand.
.
modern, healthy and convenient alternative.
(3) Value proposition: To be successful all elements of the communication mix will
.
trendy; need to focus on pushing buyers through the following AIDA
. rebuilds energy; stages:
.
healthy; and .
awareness;
. choice of flavours (after first season). .
interest;
(4) Consumption occasion: .
desire; and
.
during hot days (rehydration, product with 75 per . action.
cent water content); In order to achieve this, the company must concentrate on the
.
during or after sport activities; and following areas:
.
mid-morning pick-up. .
advertising – television commercials, cinema spots,
(5) Packaging: newspapers/recipies and health guides, teenager/adult
.
new modern shape; magazines, bill boards, leaflets;
.
easy opening and straw for convenience; and .
sales promotion – key supermarket sampling, point of
.
environmentally friendly. sale-material;
.
public relations – sponsoring of at least 2-3 local sports
The company’s target groups are already subconciously aware events, donations to charities; and
of milk being one of the most important sources of calcium.
.
organisations – all Dairy 1 staff to receive samples and
So, through the company adding more calcium to its promotion cards to hand out to relatives and friends.
products, consumers will be able to draw the conclusion Advertising and product sampling are considered to be very
that the new products offered are even healthier than plain effective in going through the AIDA stages.
white milk.
Regarding the other ingredients (i.e. juice and vitamins), Pricing
these are easily understood and easy to relate to for the Dairy 1’s pricing strategy will need to be consistent with its
consumer. There are no negative associations attached to product profile and value propostion. Figure 14 shows the
either, as consumers generally know that juice and vitamins price strategy recommended – a “premium price” strategy.
are “good for you”. This strategy is based on what the market can accept, rather
Overall, all the ingredients in this product are understood than on a simplistic cost-plus basis. Figure 15 indicates the
by consumers and do not need any specific educational retail price landscape of most of the products that can be
campaign, therefore reducing the risk of non-acceptance. considered as alternative choices in Cyprus. It is
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Demetris Vrontis et al. Volume 21 · Number 4 · 2006 · 250 –261
Figure 14 Price strategy To reach the target group, Dairy 1 will need to strengthen its
distribution reach to more kiosks and impulse outlets and add
the following impulse outlets:
.
sports centres; and
.
health and fitness gyms.
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Application questions
Conclusion .
Assess and evaluate the company’s strategic direction.
This paper has focused on conducting a strategic review of the What are your strategic recommendations in order for the
marketing function for a Cypriot company operating in the company to achieve its objectives and be more successful
liquid food packaging industry and has shown that the and profitable in the future?
company can improve significantly on its current 23 per cent .
Prepare a proposal illustrating how the company should
market share by concentrating on its marketing function. try to avoid threats in the industry and take advantage of
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Strategic marketing planning Journal of Business & Industrial Marketing
Demetris Vrontis et al. Volume 21 · Number 4 · 2006 · 250 –261
market opportunities. Your response should be given on a University (MMU), a PGCE (HE) from MMU, a VTC from
tactical level (marketing mix elements). Henley Management College, an MBA (Distinction) from the
. Design a detailed promotional approach for the company. University of Hull and a PhD in International Marketing from
.
A clear strong brand positioning creates strong customer MMU. From 1997 to 2003 he worked at the Manchester
loyalty and a clear differentiated position in the market Metropolitan University Business School (MMUBS) in the
segment. What issues should the company consider when UK, where he led and directed two of the University’s
developing a positioning strategy for the brand whilst postgraduate programmes. Currently, Demetris is the Head of
trying to grow in the market? Marketing Department at Intercollege University in Cyprus
.
The company faces many challenges in the market and Director of the Institute for Retail Studies. Demetris is a
environment. Identify and discuss the marketing
founder member of CIRCLE – the Centre for International
concepts, tools and issues it will need to use to address
Research for Consumers and Location and their
the end user segment and develop itself in the market
Environments (a strategic alliance made by seven
place.
Universities from different countries). The aim of the
alliance is for its members to collaborate and cooperate in
References
publications and research grants, undertake research and
Ansoff, I. (1957), “Strategies for diversification”, Harvard provide consultation to a number of national and
Business Review, September/October, p. 114. international companies in both consumer and trade
Fifield, P. and Gilligan, C. (2000), Strategic Marketing markets. Other activities include being an external examiner
Management, Planning & Control and Analysis & Decision, and moderator for Nottingham Trent University (in its
The Chartered Institute of Marketing, Butterworth- cooperation with a number of Greek Business Schools in
Heinemann, Oxford. Athens, Thessalonica and Heraklion) and a visiting professor
Hellenic Bank (2002), Cyprus in Figures, Hellenic Bank, at a number of universities around the world. Currently he is
Nicosia. an associated faculty for Henley Management College, a
Heskett, J.L., Jones, T.O., Loveman, G.W., Sasser, W.E. Jr
Visiting Professor for Vorarlberg University in Austria
and Schlesinger, L.A. (1994), “Putting the service profit
(Master’s level) and a Visiting Fellow at Leeds Metropolitan
chain to work”, Harvard Business Review, March/April.
University in the UK. Demetris teaches marketing and
McDonald, M., Rogers, B. and Woodburn, D. (2000), Key
Customers – How to Manage Them Profitably, Butterworth- international marketing at both undergraduate and
Heinemann, Oxford. postgraduate level and supervises undergraduate and
Porter, M. (1985), Competitive Advantage: Creating and postgraduate research students, both in Cyprus and abroad.
Sustaining Superior Performance, The Free Press, New His prime research interest is on international marketing
York, NY. planning and marketing strategy, areas that he has published
RAI Consulting Services (2003), Services Retail Audit Report, widely on in refereed journal articles and presented papers to
RAI Consulting Services, Richardson, TX. conferences around the world. He is also the author of seven
Vignali, C. and Vrontis, D. (2004), Global Marketing and books in international/global marketing and strategic
Export Management, Foxwell and Davies, London. marketing planning and the editor of the EuroMed Journal of
Vignali, C., Vrontis, D. and Vranecevic, T. (2003), Marketing Business (EMJB).
Planning. Analysis, Strategy and Tactics, Foxwell and Davies, Harry Kogetsidis was a Lecturer in Business Systems at the
London. University of Luton in the UK between 1994 and 2002. In
Vrontis, D. (1999), “Bass plc – an assessment, evaluation and 2002 he joined Intercollege University in Cyprus, where he is
recommendations of their strategic approach in entering an Assistant Professor at the Department of Management and
foreign beer markets”, International Marketing Review, MIS. His prime teaching and research interests are in
Vol. 16 Nos 4/5, pp. 391-405. management and business forecasting. Harry has written and
Vrontis, D. (2003), “McDonald’s – the impact of the external delivered forecasting courses at both undergraduate and
environment on its international marketing operations – postgraduate level, trained UK managers in forecasting
standardisation, adaptation or adaptstandation?”,
methods and taught in a number of MBA programmes in
International Journal of Management Cases, Vol. 6 No. 2,
Europe. His interests also include developing distance
pp. 30-40.
learning material on forecasting. He has published a
Vrontis, D. and Vignali, C. (1999), “An entry strategy report
for Dairy Crest in Germany: a theoretical application of number of papers on management and management science
matrix marketing”, British Food Journal, pp. 393-408. in international journals and has presented his work in
conferences around the world. Harry is a member of the
International Institute of Forecasters and of the British
About the authors Operational Research Society.
Demetris Vrontis studied in the UK and obtained a BSc Andrew Stavrou is an MBA Student at Henley
(Hons) degree in Business from the Manchester Metropolitan Management College, Henley-on-Thames, UK.
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