INTERNATIONAL MARKETING AND SALES

MARKETING PLAN

Professor: Duane Berkeley

Submitted by

Arvind Pawar (0758400)

Vishal Raheja (0757659)

Mansimran Kaur Sahai (0756149)

Mankawal Singh (0756131)

Tania Mittal (0758248)

TABLE OF CONTENTS
EXECUTIVE SUMMARY ............................................................................................................ 1

ORGANIZATIONAL PROFILE.................................................................................................... 2

SALES AND MARKETING OBJECTIVES ................................................................................. 3

SITUATIONAL ANALYSIS ......................................................................................................... 4

PRODUCT AND SERVICE OFFERINGS .................................................................................... 5

MARKET ANALYSIS ................................................................................................................... 7

CUSTOMER PROFILE.................................................................................................................. 9

SALES AND MARKETING STRATEGIES ............................................................................... 10

STRATEGIES USED TO GAIN COMPETITIVE ADVANTAGE ............................................ 13

PRODUCT POSITIONING.......................................................................................................... 14

BUDGET ...................................................................................................................................... 16

EVALUATION CONTROLS AND CONTINGENCY PLANS ................................................. 17

FEEDBACK FORM FOR THE CONSUMERS .......................................................................... 19

CONCLUSION ............................................................................................................................. 20

REFERENCES ............................................................................................................................. 21
EXECUTIVE SUMMARY
Nowadays, it has become mandatory to have a cold drink with every meal, especially for the
younger generation. However, they are not aware of the fact that too much consumption of cold
drinks can affect their health in the future as drinking just two cans per day can lead to liver
damage. Cold drinks are usually full of sugar and chemicals with zero nutritional value, that’s why
it should be consumed on rare occasions, but the youth can’t resist themselves from purchasing
them. To eliminate this problem our Company has come up with a unique cold drink in the market
which customers can buy without even thinking as its healthy and mouthwatering. Our cold drink
is unique from others because it doesn’t contain sugar and chemicals, instead of this it contains
stevia which is ten times sweeter than sugar and healthier too. Our drinks are low in calories so
even if it is consumed every day it won’t cause any health problems in the future. Our product is
considered more beneficial than other cold drinks in the market because it is produced using natural
leave and it’s not only healthier and tastier, but it also boosts the energy level of the customer. As
our product is new in the international market, we have initially just introduced five flavors so we
can get feedback from customers and come up with new flavors for our cold drink.

The five flavors which we have introduced are

1. LEMON 2. ORANGE 3. GRAPEFRUIT

4. CHERRY 5. WATERMELON

I am sure that these cold drinks will attract the eyes of the customers because who wouldn’t want
a healthier and delicious drink to keep them going throughout the day. We have kept in mind the
taste and preferences of our customers while introducing this drink because the goal of our
company is to make our customers happy and satisfied with our product. Our company came to
fruition to introduce a healthy drink, in an international market so that the people of all ages can
enjoy a drink without thinking about the ill effects of cold drinks.

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ORGANIZATIONAL PROFILE
Our company, Stevicola, was developed in 2018, to capture the masses with our unique idea of
producing a healthy cold drink, without excess usage of the stage. Our alternative to sugars was
Stevia, which is why our company’s title is called Stevicola. Our teams consist of five partners,
who took into their hands the sole mission of getting their business successful and providing the
people with an alternative to soft drinks that are unhealthy. We’re a Canadian based company,
with our main branch being in Windsor, Ontario. Our health-conscious mindset led us to open this
company in our city, due to the enormous amounts of deaths that were happening related to the
cases of Diabetes. In the initial stage, we were met with huge challenges but that did not demotivate
us.

Our business in Canada started slowly, during the first six months, however, as soon as people got
to know about our product and after trying it, the sales of the products increase rapidly over the
next one year. Due to the success of our product in our city, we started believing and dreaming
and wanted to expand our business in all parts of the country. We had made huge profits in the
first two years, and it led us to open 10 outlets in the whole country and our product was well
received everywhere and it made our customers happy and most of the time, we were received
with positive feedback. Our teams expanded, and our business expanded, and it led us to believe
that we should start our business in other countries. After carefully analyzing other countries, we
came to the decision of starting our business in the United Kingdom, the reason being the same as
of that to Canada. Due to the high health problems that are caused by extra sugar, people in the
United Kingdom are suffering. Our team did the proper research and analyzed each aspect of the
country, the demography, the population, location, competitors, and our way of export.

We aim to capture the hearts of the people of the U.K, with their health being our priority. Being
a well-established team in Canada, we’ve learned the harder way as to what most people like and
dislike, and we’ve made the necessary adjustments in our products. We’ve decided to introduce
two new flavors, Kiwi and Pineapple, after the first year of entering the U.K market.

The core value of our team is our loyalty to our customers. We’re lucky enough to expand our
business in an international market, but it all happened due to our highly satisfied customers, in
our home country.

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SALES AND MARKETING OBJECTIVES
Our Company has clear sales and marketing objectives for entering an international market. Our
main objective is to earn profit and capture a new market to increase sales and revenue. Marketing
objective related to international expansion includes:

- To increase sales by 15% within 12 months

- Target the new customers in a new market
- Build brand name and create goodwill internationally
- Grow digital presence. Promote and advertise on social media and websites.
- Promotion of cultural and social integration
- Guarantee of sustainable management of resources on a global level.
- Launch of new products and services once previous ones get accepted and appreciated in
the market.

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SITUATIONAL ANALYSIS
Strengths:
• Our company has good and focused marketing and sales strategies
• We have an expert management team and a wide range of useful physical and human
resources.
• Our company has successfully expanded in the local market for a long period so the team
has the expert knowledge to deal with the new setup and eventually will be successful in
acquiring its position in a new international market.
• Our company is also offering zero calory and zero sugar soft drinks that are made from
stevia leaves instead of other artificial sweeteners and are better than any other “diet cold-
drink”.
Weaknesses:
• The company’s marketing team expertise in international marketing is small and there is a
need to grow and expand it. This might take some time as we need to employ and train new
employees.
• Cash flow unpredictability can arise in the international market.

Opportunities:

• The increasing desires of the customer's needs for new products or new flavors give a go
on chances of expansion.
• Market entry relatively easy
• The targeted market is expanding and welcoming new businesses.
• The proportion of the population looking for non–alcoholic beverages increasing as people
are encouraging going out and eating in the target country.

Threats:

• Large competitors are a threat to our company.

• Threats from other internal products that might gain market share.
• Fluctuations in prices/costs of supplies may occur
• Further restrictions in advertising and marketing might impact business group engagement.

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PRODUCT AND SERVICE OFFERINGS
We are introducing the product soft drink containing Stevia to our target market which is the UK.
Stevia is an artificial sweetener that does not contain any chemicals and calories. This is the main
reason which makes our product unique as well as promote health among people. Stevia has been
used for more than 200 years in various products but since 2008 its use has been started in
commercial products and is used for adding sweet flavor. The sweet flavor is due to the presence
of steviolbioside, stevioside, isosteviol, and rebaudioside. These compounds are present in the
plant itself which provides it with a sweet flavor. It has been researched that the intake of stevia
up to 4 milligrams per kilogram of the body’s weight per day is safe which is equal to 40 tabletop
small packets daily. This is safe for women, children, adults, and even for pregnant ladies.

The aftertaste of stevia is a bit bitter so some people do not enjoy having that so, we are adding a
blend of sugarcane and stevia so that it can taste better. The addition of sugarcane would be 15-
20% and the rest would be stevia.

We will introduce our product with some product differentiation and use cost-effective ways n the
market. We would prefer market penetration strategies in which we would price our product low
as compared t the competitors so that they prefer to buy our product more. We will also focus more
on the promotion and the advertisement of the product so that we can reach maximum people in
the reduced time. We will also provide free samples for the product and offer discounts on the bulk
purchase of the product so that rational consumers find it cost-effective as well as the health-
promoting product which does not risk their life so that they can even promote our product by
word of mouth and our product achieve good sales.

Benefits of our product

• Stevia soft drinks will help to control diabetes. Diabetes is an increasing problem among
people who need to be cured so, stevia does not affect the health of the people and provides
them with a good taste.
• Our product will help to promote weight loss among people because it does not contain so
many calories as compared to sugar.
• It will help regulate the blood pressure among the people because it helps to remove bad
cholesterol from the human body.

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 • This also helps in the reduced risk of heart strokes or heart attacks because the product
contains stevia which protects s the health of the heart.
• It also promotes oral hygiene among people because instead of creating stevia helps to
reduce the cavities and promote oral hygiene.
• It helps to promote skincare also because it helps to stop the further spread of the virus and
acts as a steroid which improves skincare.

Proprietary issues:

For the proprietary concern we would get our product registered under copyright and trademark
so that the unique flavors which we are going to introduce un the market, they act as a type of
product differentiation so it is important to get the product and the company registered.

Required modifications

I think the only modification required with the use of stevia is only its aftertaste that is a bit bitter
that could reduce the sale of the product among customers so, to modify this we have already
added about 5-20% of sugarcane syrup which will reduce the bitter taste of the product and make
it sweet. But, the quantity of sugarcane syrup kept in the product is very low so that it keeps low
calories in the soft drink which promotes the health among the people.

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MARKET ANALYSIS

This graph represents the consumption of soft drinks among people on an individual basis in the
UK. This clearly shows that in the year 2018 there was an increase as compared to all the years
from 2013 which means people have increased the intake of soft drinks which is a positive sign
for our company.

The research represents that there is a reduction in the volume of soft drinks containing sugar by
30% whereas the volume of a soft drink containing low sugar has increased by 40% among people
which means that the people are becoming more health-conscious and are reducing the intake of
sugar on daily basis to promote their health which is a positive sign for our company as this shows
that people are moving towards the low sugar drinks in our target market and we will add on
various flavors so that it appears to be tempting for the consumers to try our product along with
the health benefits so this is a good sign for our product as well as our company.

PESTEL Analysis:

Political Factors:

Non-alcoholic beverages like our product need to be certified by the government department of
the Food and Drug Administration Department (FDA) and the government also imposes the

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various standards for taxation and accounting standards. The UK is not political enough strong and
stable country so our company requires an adaptable and effective strategic management system
so that we can deal with the dynamic political system of the country.

Economic factors:

UK’s economy is the sixth-largest economy in the world and market size, development rate, and
in general benefit are three monetary pointers that can be utilized to assess the soda pop industry.
The market size of this industry has been evolving.

The table shows the impact on the prices per liter of the taxed soft drinks in the UK.

Social factors:

The consumer market in the UK is quite large. The number of inhabitants in the UK was
66.4million in 2018. Births keep on out passing the death rate. In 2016, 18% of individuals were
matured 65 and over, while 2.4% were matured 85 and over. This has suggestions on both the
work advertise and the social insurance framework. In any case, there are plenty of chances for
associations to provide food for the necessities of a more seasoned population. Land, occasion,
protection, medicinal services, and many different organizations have just profited by this class of
the population.

Environmental factors:

Dilatable or concentrated beverages which own 23% of the market are likewise referred to in the
UK as 'squashes', they have no added sugar and are prepared at home. The soda pop industry is a
divided one because of the way that there are a great deal of little/medium organizations yet could
likewise be portrayed as a volume industry alongside divided as it has a couple of huge

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organizations as well. The business is, at last, a conventional one as there are steady costs because
of the way that there is brand security through the brand foundation.

CUSTOMER PROFILE
The customer profile describes the customers in a target market that includes customer’s tastes and
preference, demographics, purchasing power, and their psychographic patterns. Modern markets
are highly competitive, so our company must understand the demands and expectations of the
customers because we want to establish a strong presence in the target market and capture a good
market share. This will help our company to divide the customers into specific segments and then
make plans/objectives according to the customer's behavior and expectations.

• Target Market: United Kingdom

Our company is targeting the United Kingdom for the products we are producing. United Kingdom
has an aging population, the median age in UK 40.5. The population of the country is growing at
a rate of 0.51%. 88% of the total population lives in the urban area and there are 99 men for every
100 women. There are some densely populated areas that our company can target like Manchester,
Liverpool, and London.

The GDP per capita of the United Kingdom is $39,720 (30,981 pounds). The average salary of
people of the United Kingdom is around 27,000 pounds, disposable income per capita is around
21,000 pounds. The purchasing power of the people in the country has increased by 0.7%.

Taking about the consumers of the country, price, quality, environmental benefits, and brand are
some factors that have an impact on the purchase of the products. Just like every other country,
consumers in the United Kingdom are moving towards online shopping, it has been increased by
almost 15% in 2018.

The main factor that has an impact on the brand loyalty of the consumers is the price of the product,
while social media also have an important role in purchasing decisions. The country is now leaner
towards ethical and environmental issues. The purchase of organic and healthy food is also
increasing since 2018.

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SALES AND MARKETING STRATEGIES

Market Segmentation

Market segmentation for the company has been distributed in the following ways to better
understand the needs and wants of the customer.

1. Category Segmentation

Category Segmentation is considered one of the most important parts of market segmentation as it
has allowed our company to understand the trends of the market and has allowed us to analyze the
needs and requirements of our customers in the market.

Carbonated Drinks are the largest segment in the soft drink industry in the United Kingdom.
According to statistics, carbonated drinks account for 48.1% of the market in the UK as of 2018.

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2. Geographic Segmentation

Geographic Segmentation has helped our company to select our target market in the United
Kingdom which as per analysis shows accounts for 12.1% of the Soft drinks market in the entire
European Market after Germany which holds 21.7% of the soft drinks market in Europe.

IMPLEMENTATION OF MARKETING AND SALES STRATEGIES

To be successful in dominating the soft drinks market in the United Kingdom our company is
going to implement these strategies to gain brand loyalty and increase our market share in the
industry.

1. Adapting our product and its services

This step involves adapting our product to the needs of the consumer and adapting to the trends
set in the target market. Since the purpose of our company is to create a new trend in the market
by making a soft drink using stevia as an artificial sweetener the marketing team can advertise our
product as unique.

2. Develop a good pricing strategy for our soft drink.

Developing a good pricing strategy than our competitors would help us enter the market and help
increase our sales, improve the profit margin, and gain a significant amount of market share in the
United Kingdom. Implementing competitive pricing would help us increase our profit margin,
prevent the market loss, and guarantees a higher success rate for our product.

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3. Develop a better branding strategy

Implementing a better branding strategy will help our company to stand out amongst the
competitors in the target market. It would provide the company with a loyal customer base and
would increase customer retention. Also developing a strong branding strategy would help us
optimize the budget for marketing our product.

4. Improvise our promotional strategies

Our company will use various promotional strategies to inform the customer about our product
and show them how unique it is from the competition present in the current market. Some of those
promotional strategies include:

• Social media promotion

• Mail order promotion and marketing
• Customer referral and incentive plans
• Customer surveys after-sales
• Point-of-sale promotion
• Product giveaways

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STRATEGIES USED TO GAIN COMPETITIVE ADVANTAGE
Our company would use the Cost-Leadership Strategy to enter in the market by offering our
product for a comparatively lower price than the competition and slowly and significantly gain
market share in the United Kingdom. Since lower prices for a unique product would peak the
interest of the consumer for the entry-stage consumers would prefer to switch to our product as it
would be priced lower than the competitors existing in the market and would also give the
consumers a fresh and unique product.

Low-cost leadership strategy would provide us with the flowing advantages for our company:

1. It would increase our profit margins

2. Increase the amount of market share we hold in the country

3. Comparatively reduces competition

4. It would make our business more sustainable in the UK

5. Adopting this strategy would increase our capital for further growth of the company.

Our company would keep in mind the needs and requirements of the customer and adapt our
product line according to them. To lower the price of the product our company would not use
substandard raw materials and compromise the standard of our product. To reduce the costs of our
product our research and development team will analyze and optimize the manufacturing process
which reduces the costs for production and the price of every unit we sell.

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PRODUCT POSITIONING
Our company will use the Differentiation product positioning strategy to increase its market share
in the United Kingdom. Since our product is unique and costs lower than the competitors present
in the target marketplace using this strategy would help us differentiate our product and increase
our profit margin. This would also increase the brand image and loyalty of the product which will
enhance the value of our brand in the United Kingdom. Product Differentiation strategy focuses
more on the customer’s needs and requirements which is reflected in the packaging, marketing,
and standard of the product. Implementing this strategy will develop the feedback mechanism of
our product which would help our company to adapt our product to the needs of the customer and
in turn would increase our sales and profit margin.

Marketing Mix

1. Experience

Our soft drinks contain a lot of flavors and are uniquely made to set us apart from the competition
present in the United Kingdom. Our product uses Stevia which is an artificial sweetener that
reduces the health problems related to sugar used in carbonated drinks. Our company has addressed
the main issue with the soft drink industry and has come up with a new product that solves health
problems and also retains the taste of the soft drink. To establish our relationship with the
customers we have set up product giveaways and gift cards which can be redeemed by the
consumer

2. Everyplace

Our company has an effective distribution system to supply our product to all its consumers. We
are a company that has established its roots in Canada and is now looking forward to extending
our consumer base in the United Kingdom as it is the second-largest consumer of soft drinks in
Europe after Germany. We plan to establish our control in the European market as our product is
unique from the rest of the competition in Europe. To reach this goal, we will work closely with
all our suppliers, distributors, retail stores, whole stores, and most importantly our consumers. Our
company would target all convenience stores, grocery stores, movie theaters, and restaurants to
execute our sales and marketing strategies.

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3. Exchange

The loyal consumers who regularly purchase our product would be rewarded with free product
giveaways and gift vouchers to create any amount of goodwill amongst our consumer base and
build the trust between the consumers and our company. This exchange program will only allow
customers who are loyal to our brand and product to participate in events that could offer them our
products, cash, and a large amount of redeeming points that can be used to buy any product at a
convenience or grocery store. This would allow us to improve our brand image and will also attract
new customers to try our product.

4. Evangelism

Since the soft drink industry is heavily competitive in the European market, we would focus on a
large number of finances towards promoting our product which would drive higher sales and
revenue. Our company will utilize both traditional and modern techniques to promote and advertise
our product in the target market. Since our product is healthy and addresses the issues of excessive
sugar in soft drinks we would conduct surveys for people who have felt better after using our
product and could use these surveys as client testimonials to gain popularity amongst the people
in the United Kingdom. We will also promote our product in universities and college campuses
where a lot of students could try the product for the first time and we have decided to implement
a similar strategy like Coca-Cola which used the “Hug me” strategy to make the people familiar
with our product. We would use these promotional strategies to attract consumers and prove to
them the benefits of using the product. Implementing these promotional strategies would help us
develop our brand image and could also lead to gaining consumer loyalty.

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BUDGET
2022 2021 2020
Revenue $3,825,650.00 $3,950,390.00 $3,591,232.00
COGS $2,654,580.00 $2,925,450.00 $2,925,450.00
Gross Profit $1,171,070.00 $1,024,940.00 $1,021,349.00

Operating Expense:
Salaries & Wages $250,000.00 $260,200.00 $200,000.00
Rent & Utilities $12,000.00 $144,000.00 $233,696.00
Repairs &Maintenance $4,500.00 $2,100.00 $3,500.00
Insurance $2,200.00 $9,000.00 $2,000.00
Travel $7,000.00 $4,000.00 $8,000.00
Telephone & Communications $7,120.00 $6,120.00 $6,120.00
Office Supplies $900.00 $1000.00 $1,150.00
Advertising & Promotion $17,000.00 $55,000.00 $50,000.00
Professional Fees $65,000.00 $17,000.00 $17,000.00
Research & Development $5000.00 $4,750.00 $2,500.00
Bank Charges $2,100.00 $2,200.00 $5,150.00
Depreciation $197,357.00 $70,000.00 $28,573.50
Interest Expense $195,000.00 $37,273.50 $56,000.00
Other $2,260.00 $3,250.00 $3,000.00
International trading
Expense: $2,200.00 $1,800.00 $2,000.00
Translation Expense $8,500.00 $7,000.00 $5,000.00
Export Sales Commissions $3,100.00 $2,800.00 $2,500.00
Trade Finance Instruments $822,869.00 $630,307.50 $569,689.50
Total Operating Expense
Total Operating Income $3,031,537.00 $627,493.00 $533,343.00
Income Tax $132,316.38 $149,960.35 $171,630.61
Net Income $215,884.62 $244,672.15 $280,028.89

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EVALUATION CONTROLS AND CONTINGENCY PLANS
Contingency plan OR also known as a plan “B’ is the plan prepared to encounter unexpected events
in the business for example unexpected events from nature or business misfortunes or any other
event that can upset the processes of the business. There is a lot of potential risks when it comes
to export or starts a business in an international market.

In this marketing plan, we have mentioned the marketing and sales objectives and strategies that
will be used by our company, but there are still some issues that are out of the company’s control
and if something happens the company might not have predictable figures that couldn’t be
materialized then is the time when contingency plan will be used.

1. Identification of Risks:
Some of the risks that the company might experience within the expansion in the new
market and international marketing and sales is the uncertainty. Employees are the main
asset of an organization, the risk of employee turnover or the other event disrupting
employee's work is considered as high risk.
For example, the current situation Of Corona pandemic (Covid-19) which has immobilized
companies and companies had to give layoffs or had to ask their employees to work from
home.
Another risk factor is lockdowns and other events like that, which can affect the company’s
business and functions.
There might be a risk regarding major restoration in competitor’s services and their pricing
strategies that would affect our business.

2. Examine and Control:

• A timely examination of risks and supervision of the marketing and sales teams
would be taken into action.
• Employee’s turnover would be operated accurately, and they will be paid more than
the production average to retain them.
• Any difference in the sales or budgeted revenue would be examined by the team
regularly.

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 • For opposing the pricing change strategy by our competitors, we would use the
premium pricing strategy so that in case if they lower their prices, we could also
then lower ours.
• To make sure that our products are liked by the consumers and are up to their
expectations, we shall consider taking regular feedbacks for the same and make
changes if needed accordingly.

Evaluation of the marketing plan regularly will provide us all the future outcomes and happenings
that might occur in the international market. Constant review, supervision, and evaluation of the
plan should be done frequently so that the effectiveness and efficiency of the project can be
measured. Moreover, regular feedback from our customers will tell us what they are expecting and
how we can improve.

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FEEDBACK FORM FOR THE CONSUMERS

This form would help our company to understand the needs of the consumers and would help us
adapt our product according to the needs and requirements of the consumers. This would help
our research and development team to adapt our product according to the recent trends in the
target marketplace.

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CONCLUSION
Our company has analyzed the important aspects and factors that are essential for a business to
succeed in a foreign market. We have conducted a SWOT analysis of the company, devised
marketing and sales strategies, and planned out a contingency plan as well.

The reason we chose the United Kingdom as our target market is that it is the second-largest
consumer of soft drinks after Germany, our main focus was the markets in Europe and United
Kingdom seems to be most feasible for our country. We have analyzed different types of segments
in the soft drink industry, we are producing soft drinks because it one of the largest segments in
the United Kingdom, approximately 49%.

To make our presence known in the market and to gain a good market share in the initial days of
our operations we will implement certain marketing and sales strategies like we are focusing on
making products as per the demands of the consumers for that, we analyzed the taste and
preferences of the consumers. Price is one of the most important factors that can affect purchasing
decision so our company is using Cost-Leadership Strategy to start our operations in the market.
To gain an upper hand on our competitors we will improvise our promotional strategies and target
our consumers through different platforms such as social media.

The United Kingdom is a promising market for our company and our product as it provides us
various opportunities that we can exploit such as the customer’s demand for new products and new
flavors of drinks are increasing and it is also easier to enter in United Kingdom market. But at the
same time, some threats can have an impact on the working of our business like the big established
brands have a strong reputation in the market, there can be some fluctuation in price/costs which
can have an impact on the profits of the company.

Our company will be analyzing and supervising all the important aspects, factors that can have an
impact on the working and profits of the company. These evaluations will help our company to
grow and efficiently conduct our operations.

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