Marketing Plan For Launching Magic Kids In Middle East And North Africa

Benefits of Expanding Business Internationally

Rapid development of globalisation is playing a pivotal role for the companies to expand their business by breaking potential regional barriers. This is the key of coping up with international market. As the competition in the global market is promptly accelerating, it has become utmost important factors to expand their product and thereby acquire a strong base of potential customer. New product line serves the companies with the ability to enter into a public market and thereby generate attraction among customers (Shenkar et al. 2014). At the same time, new product line also supports the companies to promote both value and public image of the company. Expanding business in other countries is the most influential way of expanding the market size and thereby secure higher range of revenue.

Accelerating brand reputation is the most obvious advantages of international marketing. This supports in amplifying the accessibility of the products which is very much needed in terms of keeping the customers loyal and satisfied. This paper intends to present a comprehensive marketing plan in terms of launching “Magic Kids”- the famous lollipop in both Middle East and North Africa. Both the countries are being considered as the hub of international business (Forsgren and Johanson 2014). Therefore, launching business in these countries will help the company to accelerate their statistics of profit and thereby secure a strong position in these markets. Detailed information related to the brand will be provided in the paper. Moreover, the market segmentation strategy and the targeted audiences of the brand will also be given. This assignment will also cover in-depth SWOT analysis of both the countries and the promotional activities that can be carried out for launching the lollipop in these countries.    

Lollipop is one of the most emerging products in market with a strong base of customer. Magic Kids is the only sugar-free lollipop available in the market. There lies the significance of such a huge demand of this product in the market. This is the reason, for which the popularity of this product is rapidly expanding. Chupa Chups is the leader in global candy industry. This is one of the most significant parts of confectionary industry with huge demand especially in the festive season (Picciotto. and Mayne 2016). Rapid acceleration in the rate of disposable income along with urbanization are acting as a driving force behind drastic growth of a market. However, the health concern such as obesity and diabetics is also rapidly increasing. Such emerging concern in the society is affecting the durability of the candy industry in terms of reaching to a large base of customer. One of the most significant factors of global candy industry that, it is highly fragmented by multiple local and international suppliers (Cavusgil et al. 2014).

New Product Lines: Benefits and Importance

It has been reported that the value sales of stapled products has been increased by 8% in between 2012-2016. Integration of multi-vitamin is another vital aspect of this magic candy which is acting as a driving force in terms of generating consciousness among the customers. Thus, this multi-vitamin lollipop is leading the entire candy industry (Papadopoulos and Heslop 2014). The accessibility of this products is also high, which is the key of keeping the customers loyal and satisfied. As the customers are becoming highly health conscious in recent times, such multi-vitamin sugar free lollipops are playing an important role in the way of dragging the attention of customers (Luthans and Doh 2018).       

Table 1: Commercial area landscape

(Source: Leonidou et al. 2018)

Proper branding of products is acting as a driving force behind dragging the attention of customers. This is the most significant way, through which the psychological bond between products and customers can be strengthened. Strong brand is a critical factor which helps the companies to be distinguished from the competitors and thus acquire a unique position in the market. Strong brand also acts as a sign of consistency of an entity (Chernev 2018). Brand DNA is a critical factor towards maintaining healthy communication of a company with that of the market. There are multiple factors of Brand DNA. Subsequent discussion will help to understand the Brand DNA in respect to Magic Kids.

• Mission statement:

A strong mission statement of a company is highly required in order to highlight the fundamental purpose of a company. With the assistance of a mission statement, transparency with the customers can be maintained. The mission statement of Magic Kids is  

• Story:

A successful business venture is nothing but the realisation of dream. The story of a company deals with its previous history. This supports in exploring the central values and passion of a business. Increased awareness among the customers acted as a driving force behind Magic Kids to introduce multivitamin lollipops. With the increasing trend of obesity, the risks of diabetes and high blood pressure is also increasing rapidly (Marinchak et al. 2018). Thus, this multivitamin lollipops with rich nutritional values will be introduced in market.

• Values:

Every company has certain aim which needs to be communicated with that of the customers. Therefore, realistic value of a company is needed to be determined in order to maintain emotional bond with that of the customers. The core value of magic kids is serving high nutritional candy to the customers and thus protect their health and well-being.

• Case Study:

Market Size and Competitors of Magic Kids

It is the general approach of a business to demonstrate the case study to the reader. This is basically the way of sharing the success story with that of the targeted customers. As Magic Kids is aiming to expand their business in Middle East and North Africa, it is imperative for them to share the success history of multivitamin lollipops in other nations.  

• Design:

Design is considered as visual representation of a company which must be produced in a consistent manner. The design include the name of a product along with the tone of voice which can provide the customers with a tangible sense about the way, a company is presenting themselves (Di Benedetto et al. 2018). As children are the main targeted of Magic Kids, it is imperative for them to make colourful design of the products. This can help in dragging the attention of targeted market easily.  

• Tone of voice guideline:

Tone of voice basically deals with the way, through which a company is communicating with the entire world. This is the way, through which a sense of brand can be integrated with that of the customers (Bagozzi et al. 2018). It is the prime responsibility of the marketing department of Magic Kids to present themselves as a company which gives utmost value to the freshness, nutritional value along with the quality of product. Such subtle tone of voice can help in strengthening the emotional connectivity of the customers with that of brand.   

• Products:

Finally, the product section serves the customers with the sense of unique offering of a company. Multivitamin lollipop is the main product which is going to be launched in North Africa and Middle East.  

Market segmentation is regarded as the way of dividing the market on the basis of age group, demography along with purchasing behaviour. This is the way, through which the needs and requirements of a particular section of market can be understood and utilise the finite resources of a company accordingly (Jaworski 2018). With the assistance of market segmentation strategy, the companies can target and attract the right customer and take effective action in order to retain them in the organisation.

Targeting can be regarded as the way of marketing product to a particular segment of customers. This is the mode of putting comprehensive marketing effort which can have a firm impact on attaining success from business. As Magic kids is going to be launched at North Africa and Middle East, it is imperative to target the market properly in order to run business properly in the market (Rana 2018). They can target the adult and kids as the target market. It is the general tendency of kids to discover new candies. Therefore, they can be targeted in terms of placing the business. The adult customers can also be divided into sub segment. Magic kids can target those adult customers who are highly intended towards consuming candies associated with health and well-being.

Brand’s DNA: Mission Statement, Success Story, Core Values, Design, Tone of Voice, and Unique Selling Point

Targeting customers for candy industry is quite difficult process as most of the people show reluctant attitude towards eating candy due to the integration of wide range of saccharine. As Magic Candy is full of rich vitamin and the level of sugar is low, they can also target those customers who consume sugar-free products (Shokouhyar et al. 2018).      

Organisational hierarchy and deployment play a significant role in the way of administering the performance of a product in the target market. This is the key of amplifying organisational productivity. Launching products in new market requires ample human resources in terms of administering every sphere. Proper campaigning is one of the most important factors in terms of launching a product in new market (Barnwell 2018). Initially, it is imperative to hire a market research team in order to assess the culture, values and purchasing power of customer. The market research team will also help in exploring the people who are more likely to consume candy. This is the process of setting a particular target market. After defining the target market, it is important to reach to them through effective advertisement. Therefore, an advertisement team must also be hired. As the children are main target of magic candy, it is important to make attractive advertisement (Österle et al. 2018). Therefore, the advertising team will support in making the advertisement attractive by using colourful objects.

The buying power of the customers must also be understood properly before setting the pricing strategy. Here again, the market research team will help in getting the information regarding the purchasing power of the customers. A strong technical team must also be hired in terms of maintaining strong online presence of a company which is a vital factor towards dragging the attention of customers. Therefore, strong and proactive technical team will help in launching official website of Magic Kids by including detailed information of the company. It is imperative to get detailed information regarding about existing companies before launching new products (Neelankavil 2015). Here also, the marketing department will help in getting knowledge about the existing brands.  

Conduction of SWOT analysis of a company is very much needed in order to explore its internal competencies as well as loopholes. This can also help in understanding the limitations of running business effectively.

Table 2: SWOT Analysis of Magic Kids

(Source: Shokouhyar et al. 2018)

Middle East is being considered as the hub of international business with a rapid exposure in global market. Saudi Arabia is one of the most significant places in Middle East, attracting billion investment in every year. There are some strategies, which need to be followed by Magic Kids in order to launch their business in the country. Initially, it is imperative to get a local sponsor who hold strong ownership position in the entire country. Exploring local sponsor is one of the most critical steps towards attaining success from business (Hamilton and Webster 2015).

Market Segmentation and Targeting Strategies

Competitive positioning is one of the most important factor in the way of launching business in Middle East. As this is the regional trade hub of international business. Magic Kids can encounter robust multinational competition. Thus, it is imperative for them to rely on the qualitative advantages such as quality and nutritional value of candies and attractive design of their products to compete with the rivals in the market (López?Duarte et al. 2016). Strong and proactive regional approach is needed to be implemented to enter into the market of Middle East. Due to the political blockade on Qatar during June, 2017, it has become imperative factor for the companies to integrate regional approaches with that of the marketing activities (Export.gov. 2018). Recently, Gulf Cooperation Council (GGC) has undertaken certain steps in order to integrate the industrial standard which is the key of harmonising the regulatory structure. However, Magic Kids can face certain challenges due to the political blockade on Qatar.

Being a regional commercial hub, some of the world class trade conferences are being executed in Dubai. Through such trade conferences, the higher authority of Magic Kids can interact with the potential buyers of Middle East (Birkinshaw 2016).  

Due to the geographical proximity, the need of expanding business in North Africa is one of the most emerging trend in market. The inclusion of biggest markets such as Morocco and Egypt is acting as a driving force behind the companies to expand their business in North Africa. Africa holds the highest concentration of growth in market which can present immense growth opportunities for the brands like Magic Kids, which is the key of accelerating the statistics of sales (Young and Ghoshal 2016). Maintaining communication in Africa is a challenging task due to different language. Therefore, Magic Kids should hire multi-lingual staffs in order to interact with both the local sponsors and customers of Africa properly.         

With the rapid development of technology, the people are becoming more inclined towards social media in order to get information regarding certain product before formulating their purchasing decision. This trend among people must be grabbed by Magic Kids in order to promote their business effectively in both Middle East and North Africa (Solomon et al. 2014). It is imperative to improve the awareness among the customers regarding multivitamin lollipop through social media. The digital media advertising strategy must also be implemented for generating attraction among the targeted audience (Baker 2014).

Social media is one of the most effective platforms, through which, new and potential base of customers can be identified. Promoting business through social media can also support Magic Kids to increase the rate of social media following. It is the prime responsibility of the marketing department of Magic Kids to create a strong contents, by integrating the materials used in the multi-vitamin lollipops and its nutritional values (Lusch and Vargo 2014). This can help the targeted customers to get detailed knowledge regarding the lollipop before buying it. The engagement with the customers must also be encouraged. For instance, they can integrate a feedback section in the social media to allow the viewers to express their values and perceptions properly. Social media promotion is one of the most significant ways, through which the targeted customers can be clubbed properly.

As digital media is one of the fastest growing sectors in Middle East, the rate of customer mobility and mobile penetration is quite high in Middle East. Therefore, promoting multi-vitamin lollipop through social media is highly required in order to provide the customers with the accessibility of information. Magic Kids can use integral as the medium of interacting directly with the customers and thereby strengthen their visual presentation (Ryan 2016). Snap chat is also a significant way, through which instant engagement from the customers can be attained.        

Campaigning a product is highly required in order to generate attention among the customers. Thus, it is important to execute proactive planning in terms of campaigning a product in a systematic manner. Initially, it is important to set certain goal of product marketing campaign. This is the way, the campaigning plan can be made accordingly to run successful campaign. Selection of proactive marketing method is another vital part of product campaigning (Leeflang et al. 2014). Magic kids can execute online promotional strategy and promotional event in order to campaign their products. With the assistance of such methods, Magic Kids can be able to keep the customers informed about their products. Facebook advertisement is one of the most effective ways, through which, a strong base of customers can be attracted. A brief content of the product must also be created in order to provide a message related to the product in the campaign.   

Marketing a new products in market is quite complicated process, which needs to be executed systematically. It is the prime responsibility of the marketing department of Magic Kids to access powerful marketing tools. Traditional Media including banner, billboard, newspapers and magazine are very much effective mediums of marketing new products. This can help in maintaining physical connectivity with that of the targeted market. Digital media is another significant way, through which the virtual presence of a company can be maintained. There are multiple digital media marketing tools as mobile marketing, email marketing, search engine optimisation which can be executed by Magic Kids to promote the multivitamin lollipop in both Middle East and North Africa (McDonald and Wilson 2016). Magic Kids can use web analytics in order to get the information about the online activities of the users. This is the way, through which the core audience of a business can be accessed properly. A competent digital media marketing agency must be hired for the sake of initiating the marketing activity through digital media. Through this way, the brand awareness can be generated among the customers. Social media is also being considered as an effective marketing tool in recent times. The fundamental goal of social media marketing is to maintain healthy online relationship with the customers. Blogging, sharing, networking, posting and media sharing are some of the effective approaches of social media marketing (Fill and Turnbull 2016). Magic Kids can access the platforms like face-book, twitter, pinterest and YouTube in order to market their products.

There are multiple promotional items, such as press kits, informational videos, business cards, which can be used in order to promote the products. These are the tangible marketing tools which must include wide range of relevant information related to the product. Such tangible marketing tools are highly critical factor in terms of increasing the rate of sales and thereby rate of profitability (Bendle et al. 2016).

Launching new products is a comprehensive approach which needs to be executed in a systematic manner. An 11 week project plan has been suggested in order to launch multivitamin lollipop in Middle East and North Africa.

Table 3: Action Plan for launching Magic Kids

(Source: As created by author)

Conclusion:

Based on the discussion, it can be concluded by saying that globalisation is driving the companies to expand business in the international market. This is the key of improving the rate of profitability and thereby strengthening the public image. Magic Kids is one of the famous multivitamin lollipops which is going to be launched in Middle East and North Africa. The expansion in product line will serve the company with the potential to accelerate their value. Improved brand reputation is one of the major outcomes of launching new products in new regions. The candy industry is experiencing sustainable growth over the past few years. However, the health concern of candy in society is lowering the consumption rate of candy. In this situation, the multivitamin lollipop can attain immense success due to its high nutritional value. As Middle East is considered as the hub of global business, there are certain decorum which need to be followed by Magic Kids. Strong and proactive marketing strategy is needed to be implemented for promoting business effectively in the market and thereby grab the attention of customers.  

Reference List:

Bagozzi, R.P., Rosa, J.A., Celly, K.S. and Coronel, F., 2018. Marketing-Management. Walter de Gruyter GmbH & Co KG.

Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher Education.

Barnwell, R.G., 2018. Guerrilla Film Marketing: The Ultimate Guide to the Branding, Marketing and Promotion of Independent Films & Filmmakers. Routledge.

Bendle, N.T., Farris, P.W., Pfeifer, P.E. and Reibstein, D.J., 2016. Marketing metrics: The manager’s guide to measuring marketing performance. Pearson Education, Incorporated.

Birkinshaw, J., 2016. Multinational corporate evolution and subsidiary development. Springer.

Cavusgil, S.T., Knight, G., Riesenberger, J.R., Rammal, H.G. and Rose, E.L., 2014. International business. Pearson Australia.

Chernev, A., 2018. Strategic marketing management. Cerebellum Press.

Di Benedetto, C.A. and Lindgreen, A., 2018. The emergence of Industrial Marketing Management as the leading academic journal in business-to-business marketing. Industrial Marketing Management, 69, pp.5-12.

Export.gov. (2018). United Arab Emirates – Market Entry Strategy | export.gov. [online] Available at: https://www.export.gov/article?id=United-Arab-Emirates-Market-Entry-Strategy [Accessed 20 Aug. 2018].

Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and participation. Pearson.

Forsgren, M. and Johanson, J., 2014. Managing networks in international business. Routledge.

Hamilton, L. and Webster, P., 2015. The international business environment. Oxford University Press, USA.

Jaworski, B.J., 2018. Commentary: advancing marketing strategy in the marketing discipline and beyond. Journal of Marketing Management, 34(1-2), pp.63-70.

Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for marketing in a digital era. European management journal, 32(1), pp.1-12.

Leonidou, L.C., Katsikeas, C.S., Samiee, S. and Aykol, B., 2018. International marketing research: A state-of-the-art review and the way forward. In Advances in Global Marketing (pp. 3-33). Springer, Cham.

López?Duarte, C., Vidal?Suárez, M.M. and González?Díaz, B., 2016. International business and national culture: a literature review and research agenda. International Journal of Management Reviews, 18(4), pp.397-416.

Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.

Luthans, F. and Doh, J.P., 2018. International management: Culture, strategy, and behavior. McGraw-Hill.

Marinchak, C.M., Forrest, E. and Hoanca, B., 2018. Artificial Intelligence: Redefining Marketing Management and the Customer Experience. International Journal of E-Entrepreneurship and Innovation (IJEEI), 8(2), pp.14-24.

McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.

Neelankavil, J.P., 2015. International business research. Routledge.

Österle, B., Kuhn, M.M. and Henseler, J., 2018. Brand worlds: Introducing experiential marketing to B2B branding. Industrial Marketing Management. 9(3), 89-110

Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in international marketing. Routledge.

Picciotto, S. and Mayne, R. eds., 2016. Regulating international business: beyond liberalization. Springer.

Rana, M., 2018. Marketing Management in The Digital Era: A Study of Social Media and Its Impact on Buyers’ Market. ZENITH International Journal of Business Economics & Management Research, 8(4), pp.23-35.

Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Shenkar, O., Luo, Y. and Chi, T., 2014. International business. Routledge.

Shokouhyar, S., Safari, S. and Mohsenian, F., 2018. Improving candy industry competitiveness: Retailers’ perception regarding customer satisfaction. Journal of Food Products Marketing, 24(6), pp.761-783.

Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.

Young, C. and Ghoshal, S., 2016. Organization theory and the multinational corporation. Springer.

Order an Essay Now & Get These Features For Free:

Turnitin Report

Formatting

Title Page

Citation

Outline

Place an Order