Marketing Plan For Jalna Yoghurt Company In Australia

Introduction and Description of the Australian Dairy Market

Management is necessary in terms of ensuring the efficient execution of the business activities. Typical components of management are regulation and control, which helps in making estimations for the time when the identified goals and objectives would be fulfilled. All these aspects prove true for Jalna, an Australian based yoghurt Company. This assignment attempts to prepare a one year marketing plan for the company. Focus of the marketing plan would be on the development of marketing objectives, positioning, branding, scheduling and forecasting.

Segmentation and branding strategy

Customer segmentation

            Geographical segmentation would be appropriate in terms of assessing the freshness and quality of the curd until it reaches to the customers. Along with this, demographic segmentation would help the personnel in delivering the services to the close proximity to the customers. Demographic segmentation would enhance the awareness of the company personnel in terms of the approaches of the customers towards the produced curds. This would include the behavioural approach of the customers, enabling support towards improving the standards and quality of the curds.

Variable Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	Customer group 1 (millenials)	Customer group 2 (baby boomers)	Customer group 3 (Health seekers)	Customer group 4 (Anti-healthy devotees)	Customer group 5 (resistance towards desserts)	Customer group 6 (Limited intake of desserts)
Geographic and demographic variables	Transportation facilities, durability of the premium vanilla cream yoghurt	Maintaining the quality and originality of the curd till it reaches the curd	Freshness of the curd	Consistency in the creaminess of the curd	Conscious towards gaining fat through desserts	Beliefs that a little amount of dessert is alright
Group size/people	15% of the population	Children and teenagers	College students	Children and younger adults	Girls	School and college students
Lifestyle	Controlling further degradation in the health issues	Studying, playing	Studying, tech savvy	Playing, studying, surfing internet	Studying, conscious about maintaining health and hygiene	Takes interest in trying new things
Behavioural	Seek foods, which are enriched in calcium, fibre, vitamins and minerals	Enjoys desserts	Emotional, experience frequent mood swings	Lacks control over the emotions	Prefers cleanliness in the everything	Studying, gossiping, surfing net and trying new things
Usage rate	Low	High	Medium	High	Medium	High
Loyalty status	Medium	High	Medium	High	High	High
Price sensitivity	High	Low	Medium	High	High	Medium
Preferred shop	Shopping malls	Relies on parents for their needs	Grocery shops and shopping malls	Any lucrative shopping site	Online shopping	Online shopping
Typical brands	Oikos	Stornyfield	Yoplait	Chobani toppled	Dannon	Voskos Honey
Media consumption	Social media, newspaper articles	Social media	Social media	Researches	Social media	Social media
Sought value proposition	Fat free milk for preparing the yoghurt	Inclusion of high protein ingredients in the yoghurt	Regulated amount of vanilla	Value for money	Consciousness towards calorie intake and nutritious value	Catering to increased levels of energy as they need to work hard

Table 1: Customer segment template

Primary and secondary target market

            From the identified consumer groups, health conscious group and the group passionate towards desserts are selected as primary and secondary target market respectively.

Health conscious group

Consumer journey map

Customer expectations

• High class quality of the yoghurt
• Freshness
• Presence of fat free milk
• Proper transmission of the information related to the premium vanilla creamy yoghurt
• Lower levels of sugar content

Customer experience journey

Buying process

            For the first 20-60 days, the health conscious customers would conduct research regarding the premium creamy vanilla yoghurt. The focus of this research would be on nutritional value of the yoghurt; calorie intake and the essential ingredients in the yoghurt. The next step would involve comparison of the yoghurt with that of the other brands providing quality and healthy yoghurt. Comparison between the brands would help the health conscious customer group to take decisions regarding purchasing the premium creamy vanilla yoghurt.

Herein lays the effectiveness of the online reviews, blogs and word of mouth of the customers, who have already purchased the yoghurt. The next few days would be spent by the customers in implementing the undertaking the decisions regarding the purchase of the yoghurt. Finally, the support for making the purchases would be renewed with the introduction of healthy ingredients in the yoghurt- fat free milk, regulated amount of sugar content among others.

Customer goals

• Reduce weight
• Adopt healthy and balanced diet
• Maintaining healthy lifestyle

Emotional response

            Online reviews and blogs generates stimulus within the customers regarding purchase of the creamy yoghurt. Positive comments regarding the purchasing experience creates an urge within the customers to buy the yoghurt and try it once. On the other hand, negative comments generates thoughts of deceives and betrayals in the name of serving healthy desserts.

Ideas to improve

            Jalna Company needs to adopt proper advertising strategies for transmitting the correct information to the customers. Putting the pictures along with the benefits of the yoghurt on the advertisements would be beneficial in catering to the needs, demands and requirements of the health conscious group. Along with this, proper marketing channels need to be identified for reaching to a large number of customers.

PEST Analysis of the Jalna Company in the Australian Perspective

Customers passionate towards desserts

Consumer journey map

Customer goals

• To try new desserts, which comes in the market
• To enjoy every spoon of cream in the yoghurt
• To add spice in the appetite

Customer experience journey

Buying process

            This group would spent the first few days in researching the new desserts, which have been launched in the market. This market research would help the group to gain an insight into the benefits of the yoghurts launched by different brands. This comparison, further, would be assistance in terms of undertaking decisions regarding trying the yoghurt. The next step would be implementation the decisions taken for purchasing the yoghurt. If the company personnel make plans for making the yoghurt tastier, the decision-making process of this customer group would be enhanced.

Customer expectations

• Creamy lather
• Adequate proportion of vanilla and milk
• Perfect balance in application of the ingredients

Customer thoughts

            Positive response of the customers, who already tried the yoghurt would generate cravings within this customer group regarding trying premium creamy vanilla yoghurt. Negative responses from the online reviews would compel the customers to switch over brands. These negative responses would adversely affect the decision-making process of the customers.

Ideas to improve

            As this customer group are sensitive towards the desserts, which are launched in the market, Jalna Company needs to take conscious approach in terms of advertisements. Consideration of the standards and protocols of Consumer Protection Act would enable the personnel to safeguard the personal sentiments of such consumer groups.

Customer persona

Age: 25 Gender: Female Family: Married Income: Moderate Character: Healthy dieter Personality: Healthy, Moderately confident, Moderately stressful, High experience on consuming healthy foods Biography: Concerned about maintaining healthy body, prefers yoghurt, as it strengthens the immune system and helps in losing weight, performs exercise for achieving positive results; conducts research before purchasing foods Motivational factors: Incentives, healthy foods, exercise, indulging in social activities Brands and influencers: Oikos, Youplait, Chobani Preferred channels: Traditional advertisements, social media, billboard, celebrity endorsements

Position map for Jalna Company           

            The above figure represents the position mapping for Jalna Company based on the brand awareness. Brands like Devondale, Murray, Goulburn, Youplait, Lion Pty Ltd, Fonterra and Groupe prove intense competition to Jalna. All these brands accumulate a greater share in the Australian dairy market. In terms of brand shares in yoghurt and sour foods, Jalna Dairy Foods Ltd encountered an increase of 11.1%. The company tops the list of the Yoghurt and sour milk products in Australia per percentage share of retail value RSP 2017 (refer to appendix 1).

            Health seekers sought for the popular brands like Devondale, Murray, Goulburn, Youplait for getting quality yoghurts, which are prepared from fat free milks. Product lovers try out brands like Lion Pty Ltd, Fonterra and Groupe, as they find fusion with the desserts. Anti-health devotees are satisfied even with high sucrose content within the desserts, provided by brands like Danone. These brands are less known, which is why they have been placed below the access. Flavor cravers come to brands like Jalna Dairy Foods ltd, as they intend to try out the different flavoured yoghurts.

Brand strategy    

Strategies would be central for Jalna Dairy Foods Ltd in terms of systematizing the business activities. This can be explained with the help of product life cycle. Developing strategies regarding the sale of premium creamy vanilla yoghurt would be the introductory step towards improving the business scenario. Within this, offering certifications for quality, and warranties would reflect growth in the involvement of the health seekers customers group. Launching different models for the creamy vanilla yoghurt would act as an innovative means for luring the health conscious children and the young adults. This would diversity in the yogurt. Eliminating the weaker and defective yoghurts in the product line would help in averting the phase of decline.                                        

Porter Five Force Analysis of the Jalna Company in the Australian Perspective

Introducing premium pricing methods would attract large number of customers especially the health seekers. Indulging in alliance with the members of the trade union would assist Jalna Dairy Foods Ltd to deal with the instances of high exchange rates, tax tariffs, inflations among others. This would lead to financial growth and development. A matured step would be to compare the prices of the yoghurts manufactured by the contemporary brands. Charging extra prices for packaging of yoghurts would decline the number of customers.

flexible transport facilities would cater to the quality, freshness of the creamy vanilla yoghurt. Tracking the distribution of the yoghurt would help in ensuring that the orders reach to the proper place. This would generate trust, dependence and loyalty within the customers regarding the services of Jalna Dairy Foods Ltd. Along with this, this tracking would reduce the illegal methods while transporting the orders.

This would reflect growth and development of the business. Research and development within the transport facilities would be effective in terms of reaching the orders to the customers within short time would be a matured step. Here, focusing on the quality of the yoghurt would be crucial. This research would bring to the forefront the unprofitable sources, which might add negativity into the business. This approach would avert the declining phases.

            Social media would rapidly increase the business of Jalna Dairy Foods Ltd. This would be an effective source for generating the awareness among the fitness freaks about the benefits of creamy vanilla yoghurt. Targeting the mass markets would be an approach towards achieving expansion in the business. Projecting the brand differences would be a matured step towards preparing the way for switching. Reducing the minimal level would avert the declines and would help in retaining the customers having high loyalty.

Marketing objectives

            Developing aims and objectives would help Jalna Dairy Foods Ltd to improve the focus on the business activities. The following objectives would be fruitful:

• To examine the communication channels and test its appropriateness in terms of specific needs, demands and requirements of the customer
• To increase the market share by focusing on the market consisting of mass health seekers
• To maximize profit by overpowering the shares of contemporary brands
• To reduce the expenditure for boosting the stock prices of milk and other dairy products

The following is the metrics measurement for the first and the last objective.

Objective 1: To reduce the expenditure for boosting the stock prices of milk and other dairy products

Table 3: Australia dairy market value: $ million, 2013–17

            According to the above figure, Australian dairy market value increased by 3% and the numerical value was approximately 8000 million dollars. This financial stability is prospective for brands like Jalna Dairy Foods Ltd. In this sense, the objective of reducing the expenditure is appropriate. This is because focusing on the mass market of health seekers would result in high involvement for the services of providing products like premium creamy vanilla yoghurt. This would boost up the sales revenue, maximizing the profit margin. This increase would reflect the measurability and achievability of the objective. Voluminous sale of the yoghurt makes the objective a realistic one. Strategic approach towards the objective would help in fulfilling it within one year.

Objective 2: To examine the communication channels and test its appropriateness in terms of specific needs, demands and requirements of the customer

SWOT Analysis of the Jalna Company in the Australian Perspective

            Value would be added to the business of Jalna Dairy Foods Ltd is the newly launched premium creamy vanilla yoghurt is advertised before the customers. Herein lays the need for adopting appropriate communication channels. Social networking sites would be an effective source transmitting the information about the yoghurt. Uploading the specific details of the yoghurt along with the image would help the company personnel to increase the trafficking of the customers towards the brand image. This would increase the sales volume of the company, enabling it to accumulate greater market share. Making plans for securing the private opinions of the customers through privacy cookies and policies would make the objective achievable within the time span of 1 year.

Marketing program 

Product development

            Development of premium creamy vanilla yoghurt can be understood through the Product Life Cycle. Within this, the seven stages of product development can be included. Strategic approach towards development of the yoghurt would make the customers about its arrival in the market. Generating innovative ideas about commercializing the yoghurt would be the slow and gradual development towards growth. Screening the benefits of the yoghurt through presentations would be effective in terms of evaluating the different criteria used for standing out from the contemporary brands. This presentation would act as an analysis for the business dynamics of the Jalna Dairy Foods Ltd.

Moreover, this analysis would lead to the growth and development of dairy business in the company. This would develop unique value proposition for which the customers would try the yoghurt. The next step would be to test the quality, taste and application of the ingredients in the yoghurt before final launching to the market. Getting positive results in the test would enable the company to launch the yoghurt for the customers, especially for health seekers and flavour cravers.

Pricing

            Pricing is one of an effective means for affecting the purchase decision of the customers. This is true even for the case of marketing plan of Jalna Dairy Foods Ltd regarding the price of premium creamy vanilla yoghurt. The pricing of the yoghurt can be understood through pricing architecture model. The objective of maximizing the profit share aligns with the CAC method, which is the total number of customers reached during a specific time. Therefore, the quoted price for the yoghurt would be the addition of CAC and profit margin earned. In numerical value, it would be approximately 3.50$ (refer to the attached excel sheet. Adopting everyday low pricecan increase the number of customers, enhancing the brand image.

Distribution plan

            Distributing the tasks of advertising the yoghurt would be beneficial in terms of achieving positive results. Distributing the channels would mitigate the channel conflicts. Here, privacy cookies and policies are crucial for safeguarding the information, which is being transmitted from the sender to the receiver. Tracking the transmission process would help in assessing the efficiency of the distribution of information. Along with this, demand for yoghurt needs to be kept in mind for constructing plans for distribution. Awareness regarding the peak and lean seasons along with the mass market would improve the logistic supply chain network for Jalna Dairy Foods Ltd.

Identification of Primary and Secondary Target Markets

Integrated marketing communication plan

            Advertising for the premium creamy vanilla yoghurt needs to be done with strategic planning. Choosing the newspapers, radio and television for advertising would reflect traditional means of advertising. However, as the present generation is tech savvy, social media would be appropriate for promotion of the yoghurt to large number of customers. Taking sponsors for the promotional advertisements would generate high involvement of the health seekers towards the yoghurt. Allience would established with the personnel of social networking sites, who would be entrusted with the responsibility of transmitting the information related to the premium creamy vanilla yoghurt.

Schedule, forecast and control

Forecasting

            As per the data of 2017, the volume of Australian dairy market encountered an increase of 1.2%. Numerically, the volume reached 2770.1 kilograms. It is forecasted that in the year 2022, the sales of the dairy market would a market value of $9744.5 million. This would be an increase of 7.7%. The yoghurt and sour milk grew to $1.9 million, which is an increase of 3%. However, the market value of the dairy market possesses the capability, which extends the value upto $1852.8 million. For this, the personnel of Jalna Company need to expose conscious approach towards the seasonal offerings. Flavored yoghurt is popular among children as well as the younger adults. Older people usually avoid such flavors, as they intend to savor the traditional taste of yoghurt.

Consciousness towards the specific preferences of the customers would boost the sales revenue and profit margin. In the winter season, chocolates are available in large quantities. This can add to the complexities of the vanilla market. Therefore seasonal preferences counts within the plans for fulfilling the needs. Revisions in the recruitment and selection policies, budgets and other plans would be crucial for achieving the benchmark revenue level. However, tax tariffs and inadequate availability of raw materials might act as obstacle for the Jalna Company in catering to the specific tastes and preferences of the customers. For this, budget is crucial.

Activities	Amount ($)
Recruitment and selection	1000
Acquiring the raw materials (milk, vanilla, dry fruits)	2000
Meetings for logistic activities	3000
Laboratory tests	1000
Advertising and promotion	2000
Total	9000

Table: Budget for the activities related to seasonal offerings

Market metrics and contingency

Activities	Metrics	Recommendations
Public relations	·         High involvement of the health seekers ·         Gaining large number of foreign clients	If the desired action is not achieved, then alliance needs to be developed with the statutory bodies
Advertising	·         Trafficking of large number of audiences	Adopt social media for reaching to large number of audiences
Marketing	·         Budgets, plans, objectives	Adopting the means of survey and feedback would help the personnel to gain insight into the customer approaches
Data	·         Using software for recording the data	Privacy cookies would be essential in terms of maintaining the security and privacy of the company data.
Brochure printing	·         Distributing the brochures to the foreign clients	Reducing the selling price of the brochures
Sales force	·         Upgraded performance of the staffs towards increasing the sales of the yoghurt	Assigning practical examinations to the staffs for assessing their capability on allocated tasks and responsibilities
Training	·         Fulfilment of the identified goals and objectives	Hiring foreign experts for delivering training to the staffs

Table: Marketing metrics for Jalna Company’s premium creamy vanilla yoghurt

(Source: created by the author)

Conclusion

            Jalna Dairy Food Ltd holds 23% share in the dairy market of Australia. Premium creamy vanilla yoghurt is one of the innovations planned for fulfilling the appetite needs of the health seekers and the flavour cravers. The objective of maximizing the profit share is appropriate in terms of focusing on the mass market. For this, planning would be effective in terms of commercializing the yoghurt in the target market.

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