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MARKETING PLAN

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Table of Contents INTRODUCTION ...........................................................................................................................3 1. Situation analysis .........................................................................................................................3 2. Marketing goal .............................................................................................................................4 3. Marketing strategy .......................................................................................................................4 4. Marketing tactics ..........................................................................................................................5 REFERENCES ................................................................................................................................7

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INTRODUCTION Today competitive market has many brads who dominate then market by niche marketing. Super market chain captures a lion share of the business market. To compete in such a

situation, any business organisation must use an effective and efficient marketing plan.

Eukanuba is a well known pet food brand in the market of all over the world. In the following report marketing environment analysis will be discussed (Chernev,2015). To succeed in the market , the company must concentrate on the product, promotion ,distribution and price.

Marketing goal,marketing strategy and marketing tactics of Eukanuba will be described.

1. Situation analysis Eukanuba needs to implement a market plan to lead in the pet food market. For market plan, there is must need of situation analysis in which the marketing environment, goal of the company, SWOT analysis, CDSTEP

and resources are analysed. These are explained as

following.

Goals and resources-Main goal of the company is to capture a dominant position in the pet food market and provide best quality product for good health of dogs and cats. Resource of the business are best quality material for the production and healthy ingredients.

SWOT analysis- Strength of the Eukanuba is that it is a leading brand all over the world as it provides the best pet food in comparison to other brands in the market. The business organisation has speciality, premium and gourmet pet food products and efficient packaging techniques (Ciopi,2010). It has various variety of pet foods which lead to maximum sales of the product. Weakness of the company is the cost of the product as it is sensitive product for the health of the dogs and cats. Many pet owners make the pet food at their own. Opportunity for the Eukanuba is that it encourages the dog adoption by people. The company organises many charity programmes for animal welfare and other social purposes. Threat of

the company is that there are many private brand in the pet food which decrease the value of he Eukanuba.

CDSTEP- In this market situation culture of the company in included. The culture of then Eukanuba is liberal so that innovative ideas can be implemented to analyse the competitive

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position of the company. Another factor in this market situation

demographic factors are

included like age, gender of the dogs. This affect the business of the pet food company .The social factors are analysed in which attitude and choice of the society are estimated for future.

The level of technology is analyse to operated the business according to latest technical way related to machines and packaging. The financial condition of the company is analysed to make marketing plan. Final factor of situation analysis is political rule and regulation which are implied on pet food companies.

2. Marketing goal Marketing goal of the Eukanuba can be monetary or non monetary (Lavinsky,2015). To achieve these goals the company can use brand penetration in which the number of customers who buy the pet food of the mentioned company in a particular time period. This method gives a clear picture to analyse how the product is performing in the industry in comparison to other brands. Monetary goals are net income, margins, return on investment, retail sales. While non monetary goals are sales volume, market share.

3. Marketing strategy Marketing strategy is a tool by which the Eukanuba can be able to identity its valuable customers. By using the marketing strategy , the company can make an effective plan which can help in increasing the sales and the quality of the product in the long term. A marketing strategy mainly focus to market segments and positioning map for the company. These can be explained as following.

4. Target customers - There customers of pet food can be divided in many segments like demographic

segmentation,behavioural

segmentation,psycho

graphic

segmentation

and

geographic segmentation. One of the most important segmentation is demographic segmentation which helps in getting right population for the product. In this market segmentation various aspects are considered like Age, gender, family size, income, occupation, religion, race and nationality. Age of the dog an the customers play a vital role in the purchase of the pet food. If the customer is an old person then there is no possibility to make pet food by themselves,so it would increase the sales of the product of Eukanuba (Mangram,2012). On the other hand, Dog

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needs different food according to their age. It affects the business of the company. Gender is also an important factor in demographic segmentation. Female and male pet require different types of pet food. So the company should make sure that it provides all needed nutrients for the pet in right amount.

Family size of the customer also play a vital role in the sales of the product. The company should focus on the small family as they adopt dogs more than large size families. This factor helps the company to get more valuable customers. Income of the the customer is a key as more income group buy pet food more than low income group of customers. Occupation of the customers vary from person to interspersion company should focus on the non hectic occupation customer a they are likely to adopt and take care of pet more than others. Others factors also should be considered by the Eukanuba like religion, race and nationality which helps in identifying the right customers for its business.

Value proposition-Value proposition of Eukanuba describes why the customers should buy its product. In the value proposition, USP of the product is described (McDonald and Wilson,2011). The reasonability of price and other special features are stated in positioning map of the company. In this the problem in business is detected. Potential customers adoption is measured by using gain ratio.

Marketing tactics There are many marketing tactics which can help in tailor important elements to suit the customers,the company resources and the competition. Four Ps like product, place, promotion and prices are included in marketing mix. These can be explained as following.  Product- Product is the soul of every business organization. Eukanuba should use brand change to gain advantage from the competitive market. It can change the brand by modifying the logo or some features in the product which can help in fresh start of the production. In this marketing mix the quality of the product is improved by making better changes in the brand. The company add some feature which will differentiates its product from other competitors. Unique selling proposition which helps in accomplishing goals of profit maximisation (Urso and Urso,2012). The company makes sure that changes improves the sales and the image of the product in a positive way.

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 Price-Price affects the business and brand image of the company. The company should keep a reasonable price so that maximum customer can be able to purchase the product. It can lead to advantage to the brand and capturing a lion share of the pet food market.

There can be many pricing model as marketing tactics to keep the best price with better quality in comparison to others companies in same industry. There 5C which are considered

in

the

price

based

marketing

tactics

like

customers,

company,competition,collaborators and context. Customer are the main factor according to which , the company changes its price. The company itself analyses its situation to modify the price. Competition plays a vital role in altering price. The business organisation tries to set the most suitable price with quality in company to other competitor to gain advantage. Other factors like context in which external factors are analysed.  Distribution-Suppliers and distributors are also

key factors which can be used as

marketing tactics by Eukanuba. Distribution is the process in which the product is delivered to customer through channel. For pet food there are many distribution methods like Retail Outlets,Wholesalers,Online Sales and Catalogues and Direct Mail. In the wholesale distribution ,the product is sold at less price with bulk quantity. Apart from theses above mentioned distribution methods, the best alternative method can be pet awareness programmes (Vaňa and Černá ,2012). In these programmes , the organisation can spread the awareness about the health of dogs and cats. So that their owners would be more careful for their diet and psychological health.  Promotion-In the promotion based marketing tactics, the business organisation can use objective and task method .In this method all expenses on advertisement are evaluated so that every penny can be utilised for the improvement in sales of the pet food of Eukanuba. This method help in making budget plan based on desire objective and goal.

For example if the company wants to spend AUD $50,000 on advertisement then it should mention its strategy used in advertisement and then results. Another marketing tactics for promotion of the product is Integrated Marketing Communication tools. These tools include advertising, online marketing, public relation activities, direct marketing,

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sales campaigns to promote the product so that the positive message can be conveys to the target customers to increase the sales of the pet food.

Thus there are many marketing tactics which help in increasing the amount of sales of the product as well as the the image of the brand (Westwood,2016). These marketing tactics alters the product in such a strategic way that it represents the product as new face to attract maximum customers.

CONCLUSION From the above report it can be concluded that the marketing plan contributes in the success of the business in competitive market environment. A SWOT analysis is a must task for the company to accomplish its goals and objective with accuracy in time. Goal of the business organisation might be monetary or non monetary which are attained by brand penetration.

Market strategy like target customers and value preposition also can boost the competitive power of the company.

Sample Report on Marketing

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REFERENCES ⚫ ⚫ ⚫ ⚫ ⚫ ⚫ ⚫ ⚫ ⚫ ⚫

Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.

Ciopi, M.O., 2010. Marketing plan for the development of historical, cultural and wine tourism in Prahova. Petroleum-Gas University of Ploiesti Bulletin, Economic Sciences Series. 62(2). pp.116-123.

Lavinsky, D., 2015. Marketing plan template: Exactly what to include.

Mangram, M.E., 2012. The globalization of Tesla Motors: a strategic marketing plan analysis. Journal of Strategic Marketing. 20(4). pp.289-312.

McDonald, M. and Wilson, H., 2011. Marketing plans: How to prepare them, how to use them. John Wiley & Sons.

Urso, J.P., Urso Joseph P, 2012. Systems and Methods for Compensating Participants in a Multi-Level Marketing Plan. U.S. Patent Application 12/831,892.

Vaňa, K. and Černá, Ľ., 2012. The marketing audit as a method of the evaluation of the marketing plan. Research Papers Faculty of Materials Science and Technology Slovak University of Technology. 20(Special Number). pp.131-136.

Westwood, J., 2016. How to write a marketing plan. Kogan Page Publishers.

White, L., Carter, S.R. and Clark, C., 2010. INCREASING PATIENT DEMAND FOR HOME MEDICINES REVIEWS: A MARKETING PLAN RESEARCH STUDY. Zahorsky, D., 2012. Low-budget high-impact marketing plan.

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