Page 1

MARKETING PLAN

Get Up to 50% OFF on Marketing Assignment Writing Services In Australia


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

Sample Report on Marketing To Buy Complete Assignment Help Writing Services Kindly Contact Us :Toll Free:+61 283 206 050 Email - help@globalassignmenthelp.com.au Website - www.globalassignmenthelp.com.au

Get Up to 50% OFF on Marketing Assignment Writing Services In Australia


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 Get Up to 50% OFF on Marketing Assignment Writing Services In Australia


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 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. Get Up to 50% OFF on Marketing Assignment Writing Services In Australia


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 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. Get Up to 50% OFF on Marketing Assignment Writing Services In Australia


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. 1. 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. 2. 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.

Get Up to 50% OFF on Marketing Assignment Writing Services In Australia


3. 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 (VaĹˆa and ÄŒernĂĄ ,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. 4. 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

advertisement

and

it then

should results.

mention Another

its

strategy

marketing

used

in

tactics

for

promotion of the product is Integrated Marketing Communication tools. These tools include advertising, online marketing, public relation activities, direct marketing, 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.

Get Up to 50% OFF on Marketing Assignment Writing Services In Australia


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 To Buy Complete Assignment Help Writing Services Kindly Contact Us :Toll Free:+61 283 206 050 Email - help@globalassignmenthelp.com.au Website - www.globalassignmenthelp.com.au

Get Up to 50% OFF on Marketing Assignment Writing Services In Australia


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.289312. ● 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.

Get Up to 50% OFF on Marketing Assignment Writing Services In Australia


Thank You Global Assignment Help Australia Get Up to 50% OFF on Marketing Assignment Writing Services In Australia

Profile for Global Assignment Help Australia

Get 30% off on Marketing Assignment help  

You need to research first on the targeted market in order to complete your marketing assignment. Yes, we have an expert team with extensive...

Get 30% off on Marketing Assignment help  

You need to research first on the targeted market in order to complete your marketing assignment. Yes, we have an expert team with extensive...

Advertisement