International Marketing

Plan for Eden all Natural

TABLE OF CONTENTS

Acknowledgments

Executive Summary

This document is a marketing plan for Eden All Natural a reputable peanut butter
manufacturer that prides itself on producing natural, additive-free products. With
a desire to expand into new markets, the company aims to enter Zambia,
targeting health-conscious consumers
For the preparation of this document, both an internal and external analysis of
the company has been carried out and the Zambian market in the peanut butter
sector has also been studied. Information has been collected from primary and
secondary sources. Secondary sources from the web have also been used. After
the analysis carried out, it has been possible to highlight that the company has a
high possibility of success in the Zambian market since the peanut butter market
in Zambia is not saturated, it also doesn’t have strong established all natural
peanut butter brands.
After the analysis was carried out, several objectives have been set in this
marketing plan which include, establishing Eden All Natural as a leading natural
peanut butter producer in Zambia, achieving a significant market share with 2
years of market entry, increasing brand awareness among target consumers by
50% within the first year and capturing a minimum of 10% market share in the
Zambian peanut butter market within the first 2 years. These objectives will be
achieved by imploring different strategies to position Eden All Natural as the
premium choice for natural and healthy peanut butter, with an emphasis on
quality ingredients and a commitment to sustainability. Another way will be to
establish partnerships with local retail chains and online platforms to ensure
broad distribution and accessibility and leverage influencer marketing and social
media platforms to create brand awareness engage with target consumers.

Finally, for all the actions that are going to be carried out to achieve the
objectives, a budget and a timeline have been set to know when each action
begins and lasts. A way has also been established to control the achievement of
each of the objectives.

Table of Contents

1.0 Introduction
 Brief overview of the company, its main products, target country, main
target markets, and primary entry strategy
Introduction
Eden All Natural is a startup founded in 2011 based in Cape Town South Africa.
The company is dedicated to the manufacturing of all peanut butter naturally
without any additives or preservatives. The company was founded by Debbie

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Ncube who after being dissatisfied with the of affordable, healthy peanut butter
on the market decided to start producing her own peanut butter made entirely
from nuts and free of additives and preservatives in here own kitchen.
Eden’s mainstay product is peanut butter, a high-protein and low-calorie product
that was used as a substitute for butter and other spreads. Their peanut butter
product line includes the following variants: smooth peanut butter, crunchy
peanut butter, and other flavor variations (cinnamon and raisin peanut butter,
seeded nutty peanut butter, chocolate chip peanut butter, and honey peanut
butter) Eden also has other products in the nut spread category which include
almond butter and cashew nut butter. Additionally, Eden has a nuts product line
that consists of sprinkle nuts, edible nuts, and roasted blanched peanuts.
The company aims to enter the Zambian marketing health conscious consumers
who value natural and organic food products. The primary entry strategy for Eden
All Natural is through the establishment of distribution partnerships with local
retail chains and online platforms

2.0 Research Methodology (For reference purpose here)

The market research for this international marketing plan was conducted through
a combination of primary and secondary research methods. Primary research
was conducted through surveys, interviews, and focus groups with potential
customers, while secondary research was carried out through analyzing existing
market reports, statistical data, and industry publications.

3.0 Situational Analysis

3.1 Company Analysis
Eden All Natural is a company that prides itself on producing natural and
healthy peanut butter. The company has built a strong reputation for its
high-quality products in its home market.
3.2 Organization’s Assets and Skills
Eden possess a number of assets and skills which include, a sizable
factory, Ncube’s skills in leading people and steering businesses that she
gained from the various senior management positions she held prior to
starting Eden. Matake’s accounting, finance, and management that he
gained from being an accounting and finance specialist with over a
decade of being a financial manager for local and international companies.
They also have experience in international export from exporting to the
middle east.

3.3 Market Analysis

3.3.1 Business Environment analysis
3.3.1.1 Political/Legal/Institutional Environments
Zambia has had a stable political environment for many years
with peaceful transitions of power. The government as also
implemented policies to promote economic growth and attract
foreign investment.
3.3.1.2 Regulatory Environment (Present and anticipated)

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 Zambia has implemented business-friendly policies and
regulations to attract investment and support entrepreneurship.
Compliance with labor laws, including minimum wages and
employee rights, is crucial for businesses operating in Zambia.
Protecting intellectual property is essential for businesses to
encourage innovation and ensure fair competition.

3.3.1.3 Economic Environment (Conditions and Trends)

Zambia has experienced steady economic growth, supported
by sectors like mining, agriculture and tourism. High inflation
rates can affect the purchasing power of consumers and
increase costs for businesses. Exchange rate fluctuations can
also have an impact on import and export businesses.
3.3.1.4 Social and Cultural Environment (Factors and
Trends)
Zambia is a socially and diversely rich country. It is a home
town to various ethnic groups, each with their own traditions,
values and preferences requiring a business to cater to
diverse needs. In terms of education, improvements can be
made to develop a more skilled and to support innovation.
3.3.1.5 Demographic Environment (Data and Identification
of Trends)
Zambia has a young and growing population, representing
both a market opportunity and a challenge in terms of
employment and resources.
According to the World Bank, “Zambia is experiencing a large
demographic shift and is one of the world’s youngest countries
by median age. Its population, much of it urban, is estimated
at about 19.6 million (2021) with a rapid growth rate of 2.7%
per year, reflecting the relatively high fertility rate. As the large
youth population attains reproductive age, the population is
anticipated to double in the next 25 years, resulting in
additional pressure on the demand for jobs, health care, and
other social services.
3.3.1.6 Technological Environment (Factors and Trends)
Increased internet penetration has opened up opportunities for
e-commerce, digital marketing, and online banking, among
others. There is an increase in access to technology, the
availability and affordability of technology has an influence on
the adoption of new business models and productivity levels.
3.3.1.7 Natural Environment (Effect of Seasonal or
Climatic Factors)
Zambia is vulnerable to climate change, which impacts
sectors like agriculture, energy, and natural resources. There
is a growing awareness of the importance of environmental
conservation, leading to increased demand for sustainable

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 products and practices. Diversifying energy sources and
promoting renewable energy can reduce dependence on
hydroelectric power and mitigate the impact of electricity
shortages.
3.3.1.8 Physical Environment (Infrastructure Indicators)
In terms of infrastructure development, there is a need for
continued investment in infrastructure development, such as
transportation and telecommunications in order to support
business growth.
3.2.2 Nature of Demand
Peanut butter is a popular product in Zambia, and there is a
growing trend towards natural and healthy food products.

3.2.3 Size and Extent of Demand

The peanut butter market in Zambia is relatively small but has
significant growth potential. The market is highly fragmented, with
many small-scale producers, and there is a lack of established
brands. According to Njoroge et al. (2017) groundnuts makeup
approximately 3.3% of the urban household food expenditure in
zambia

3.2.4 Product Category Stage of Product Life Cycle

The Peanut butter market in Zambia is still at an early stage
presenting opportunities for Eden All Natural to establish a strong
presence.
3.2.5 Structure of the Industry
3.2.5.1 Cost Structure of the Industry
3.2.5.2 Competitive Structure of the Industry
3.4 Competitor Analysis (in country of investment)

4.0 SWOT ANALYSIS

4.1 Internal Company Strengths and Weaknesses
Strengths
 Their product has been well
received by their target market
so far
 They produce natural products
that are free of additives and
preservatives.
 Prices are lower than most
competitors
 They have a growing product
mix
 They already have groundnut
Weaknesses
 They may face challenges in
establishing a supply chain in
Zambia.
 Limited brand awareness in
Zambia
 Potential challenges in adapting
to local preferences.

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 suppliers in Zambia

The Company (Internal)

4.2 External Market Opportunities and Threats

The Market (External) (11.1.2)

Opportunities
 Lack of established natural
peanut butter brands in Zambia
 Growing health conscious
market
Threats
 Competition from local and
international brands
 Potential supply chain
disruptions

4.3 Implications of SWOT Analysis

Eden has an opportunity to establish a strong presence in the Zambian
market, they have a product that has so far been well received by its
current target market and they are able to provide the product at
competitive price. They need to do thorough research on other
international brands that export to Zambia so that that can position
themselves better. Research must also be conducted on the supply chain
systems and possible export barriers. A focus also has to be put on
developing brand awareness in Zambia.

5.0 OBJECTIVES

5.1 International Objectives

 Establish Eden All Natural as a leading natural peanut butter
producer in Zambia
 Achieve a significant market share with 2 years of market entry.

5.2 Market Objectives

 Increase brand awareness among target consumers by 50% within
the first year
 Capture a minimum of 10% market share in the Zambian peanut
butter market within the first 2 years.

6.0 RECOMMENDED MARKETING STRATEGY (TSP Framework)

6.1 Target Markets Identification and Segmentation Strategy
Segment the market based on demographics, psychographics and
behavioral factors. Prioritizing urban areas with a focus on health
conscious consumers seeking organic and additive free food options
6.2 Market Positioning

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 Position Eden All Natural as the premium choice for natural and healthy
peanut butter, emphasizing quality ingredients, a commitment to
sustainability and affordability
6.3 Market Entry Strategy
Establish partnerships with local retail chains and online platforms to
ensure broad distribution and accessibility. Leverage influencer marketing
and social media platforms to create brand awareness engage with target
consumers.

7.0 MARKETING MIX STRATEGIES AND TACTICS

7.1 Product/Service and Branding Strategy
Eden All Natural will offer its natural peanut butter products in Zambia.
The company will focus on building its brand and establishing a reputation
for producing high-quality natural peanut butter.

7.2 Place (Distribution) Strategy

Eden All Natural will distribute its products through local retail stores in
Zambia. The company will work with local distributors to establish a supply
chain in Zambia
7.3 Price Strategy Structure
Eden All Natural will price its products at a premium compared to other
peanut butter products in Zambia. The company will justify its premium
pricing by focusing on the quality and natural ingredients of its products.

7.4 Promotion Strategy (including Promotional Budget)

Eden All Natural will promote its products through social media, online
advertising, and in-store promotions. The company will also work with
local influencers to promote its products to health-conscious consumers in
Zambia.

Promotional Budget for Eden All Natural:

1. Advertising:
 Print media (newspapers, magazines): $10,000
 Digital advertising (social media, Google Ads)
Initial Product/Service Range Of Cost
Investment
Equipment Phone, Camera, $1000
Recorder
Social Facebook, Free
Media Instagram
Platforms

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 Promotional Facebook/Instagram $30 - $60/Monthy
Tools ads

 Outdoor advertising (billboards, bus shelters): $8,000

2. Public Relations:
- Press releases and media outreach: $5,000
- Sponsorship of health and wellness events: $7,000

4. Sampling and Product Demonstrations:

- Product samples for distribution at supermarkets and local events:$4,000
- Hiring brand ambassadors for product demonstrations: $6,000

5. Packaging and POS Materials:

- Design and printing of product packaging: $8,000
- Point-of-sale (POS) materials like shelf displays and posters: $6,000

7. Sales Promotions:
- Coupons and discounts: $3,000
- Loyalty programs and referral incentives: $4,000

Total Promotional Budget: $63,060

Conclusion: Eden All Natural has the potential to establish itself as a leading
brand in the Zambian peanut butter market. By focusing on producing high-
quality natural peanut butter and targeting health-conscious consumers, the

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company can capture a significant market share. The company will need to work
with local distributors to establish a supply chain in Zambia and invest in
promoting its products to establish brand recognition.