Electronic Marketing Plan

MUH Milk
Presented by: Fathimath Suha
Fathimath Suha |Bachelor of Business| 12108

Contents
About the company Market Analysis Competitor analysis SWOT analysis Marketing strategies Marketing mix Internet marketing strategies

Euro Marketing
Euro marketing established on 27th August 1997 Founders of the company are Mr. Ali Waseem and Mr. Ismail Noorudheen
Resort supply

Retail Market

Caf and restaurants

Euro Marketing: Products offered

 Products:

RedBull

Lavazza

Toblerone

Granini

Yo

De Cecco pasta

Lorenz

Bahlsen Snacks/biscuts

Lindt

Nuttella

Ferrero Rocher

MUH UHT milk

Lavazza Coffee machines

Euro Marketing: Services offered

 Services

Product delivery After sales services Training

Markets focused

Resort supply

Retail Market

Caf and restaurants

Market Analysis
Market research
Competitive analysis

End users

Steps undertaken in Market research

Step 01: Establish the need for market research Step 02: Define the problem Step 03: Establish research objectives Step 04: Determine research design Step 05: Identify information types and sources Step 06: Determine methods of accessing data Step 07: Design data collection forms Step 08: Determine sample plan and size Step 09: Collect data Step 10: Analyze data Step 11: Prepare and Present the final report

Defining the problem

End users Market

Identifying and analyzing the characteristics milk (liquid) users.

Research objectives

End users
Isolate the buying patterns and consumption level of the milk users Identifying the characteristics of the consumers with this market Finding the media used by this market

Research design and information source

Research design Information source

Descriptive research

Primary data

Exploratory research Casual research

Secondary data

End users: Identification of Milk consumers

Data collection forms

 Buying patterns  Buying behavior  Information sources

Customer demographics
Increase in number of health conscious people

Increase in number of coffee users

Customer demographics (cont d)

Indo milk

Competitors analysis: Main competitors

Competitive analysis: Competitive brands

BRANDS Devondale Dutch Lady Elle and Vire Enjoy Incolac Oldenburger SAFA Unikai 3supermarkets 3supermarkets 1 supermarket Fast moving 3 supermarkets 4 supermarkets 1 supermarket 1 supermarket 1 supermarket 1 supermarket Slow moving

Competitive advantage: Porter s three generic strategies

Situational analysis: SWOT Analysis

WEAKNESS High staff turnover rate Strong existing milk brands in the market

STRENGTH Broad customer base Skilled marketing team High market share Positive image of the company Strong relationship between the clients and customers

SWOT
OPPORTUNITY Creating strong brand recognition through promotional programs Developing the website and offer more services from the website Adaption of new emerging trends Increasing the use of new technology THREATS Recent GST Policy Stronger marketing and promotion by the competitors

Marketing strategies
Target Marketing
Evaluate attractiveness of each segment Select target segment

Identifying the customer needs and segment the market

Identify differential advantage for each segment Formulating marketing mix

Market segmentation

Market positioning

Market Segmentation
People who consume milk (age): Young age group (18 25) Middle age group (26 33)

People who consume milk (Gender): Female 54 participants Male 29 participants

Behavioral Segmentation
Benefit sought
Consumers with different needs
Mothers buying for kids Milk purchased for adults

Usage
Heavy users
Consume milk everyday

Demographic Segmentation
Age:
Huge percentage of the consumers who consume milk from age range of 18-24

Gender:
Huge population of the female participants who consume milk than that of the male

Target market
The Target market Segment 1

Segment 2

Segment 2: Is judged to be more attractive and the marketing mix strategy is designed for that target market

Consumers are grouped into segments on the basis of having characteristics

MUH would be targeted for the female s age ranging from 18- 25 and 26-33.

Positioning strategy

High quality milk product at an affordable price .

Marketing mix: Product

MUH UHT milk
MUH UHT Whole milk 3.5% fat content

MUH UHT Semi- skimmed milk 1.5% fat content

MUH UHT Skimmed milk 0.5% fat content

Marketing mix: Price

MUH milk Packaging MRF price/case MRF price/per USD Price/case 18.16 16.86 16.21 USD price per package 1.50 0.57 1.35

package Whole milk 3.5% Skimmed milk 1.5% Semi-skimmed 12 x 1L 12 x 1L 12 x 1L 280.00 260.00 250.00 23.33 22.06 20.8

Marketing mix: Promotion

Offline/traditional Advertising Strategies
Direct marketing

Customer and prospect information Transactional information Promotional information

Product information

Marketing database

Geodemographic information

Marketing mix: Promotion (cont d)

Offline/traditional Advertising Strategies
Advertising-Print media Advertising in Television

Internet marketing strategies

SEO Website user friendliness
Page Load Speed Accessibility Navigation Information

Budget
Marketing budget for six months
October Brochures MRF5000 2000 copies Flyers MRF 4000 2000 copies TV: MNBC one November MRF 2500 1000 copies MRF 4000 2000 copies December MRF 2500 1000 copies MRF 4000 2000 copies MRF 15,000 30 secs January MRF 2500 1000 copies MRF 4000 2000 copies MRF 15,000 30 secs MRF 4000 MRF 2000 MRF 15,000 30 secs MRF 4000 MRF 2000 MRF 15,000 30 secs MRF 4000 MRF 2000 MRF16000 MRF 30000 MRF 60000 February MRF 2500 1000 copies March 2012 MRF 2500 1000 copies MRF 16000 Total MRF 17500

Newspaper Development
MRF 20,000 MRF 2000

MRF 4000 MRF 2000

of Website Domain/webh MRF 1440 osting

MRF 1440

MRF 1440

MRF 1440

MRF 1440

MRF 1440

MRF 8640

Recommendation
The company can use various offline marketing programs to create brand recognition

Euro marketing needs to introduce online marketing programs Hence they can develop their own website, in order to promote their products by means of online marketing.

The company need to create a competitive advantage

Thank you!