Confectionery Marketing Strategy
International Marketing and research | Marketing Plan | Altoids | 5/26/2009 |
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Executive summery
This marketing plan is based on Altoids, which in an American product introduced into Australian market. Altoids are produced by Wrigley a US based company. In order to increase the market share Altoids will be introduced into Australian market through retailers by distribution and promotion. The PEST and SWAT analysis states that there is good scope of new confectionary items being introduced into Australian market.
Altoids would be introduced into Australian market in two phases. In the initial phase four different flavors of the product will be introduced, which would be positioned high with price. These different flavors would be distributed into the Australian market through traditional and non traditional distribution channels. In the second phase the company would focus more on market expenditure in order to gain 10% market share and 3% on overall confectionary market. Once the Altoids are introduced into the Australian market the brand awareness is created through billboards, campaigning in cinemas and coffee shops.
In order to attain good market share and maintain quality of the product constant monitoring is done. In this market plan we tend to focus monitoring on sales report and customer experience. Constant monitoring helps to track the critical success factor of the product.
Table of Contents Marketing Plan 1 1. Introduction 4 1.1 Scope of the report 4 1.2 Limitations of the report 4 2. Organisational Profile 4 2.1. The International of Wrigley in US 4 2.2. Wrigley in Australia 5 3. Situational Analysis 5 3.1 Business Environment 5 3.2 Market and Industry Trends 6 3.3 Competitors 6 3.4 Wrigley’s products 6 3.5 Differentiation Strategy 7 4. Organisational Resources and Capabilities 7 4.1 SWOT analysis: 7 5. Marketing Objectives 8 5.1 Financial
|
Executive summery
This marketing plan is based on Altoids, which in an American product introduced into Australian market. Altoids are produced by Wrigley a US based company. In order to increase the market share Altoids will be introduced into Australian market through retailers by distribution and promotion. The PEST and SWAT analysis states that there is good scope of new confectionary items being introduced into Australian market.
Altoids would be introduced into Australian market in two phases. In the initial phase four different flavors of the product will be introduced, which would be positioned high with price. These different flavors would be distributed into the Australian market through traditional and non traditional distribution channels. In the second phase the company would focus more on market expenditure in order to gain 10% market share and 3% on overall confectionary market. Once the Altoids are introduced into the Australian market the brand awareness is created through billboards, campaigning in cinemas and coffee shops.
In order to attain good market share and maintain quality of the product constant monitoring is done. In this market plan we tend to focus monitoring on sales report and customer experience. Constant monitoring helps to track the critical success factor of the product.
Table of Contents Marketing Plan 1 1. Introduction 4 1.1 Scope of the report 4 1.2 Limitations of the report 4 2. Organisational Profile 4 2.1. The International of Wrigley in US 4 2.2. Wrigley in Australia 5 3. Situational Analysis 5 3.1 Business Environment 5 3.2 Market and Industry Trends 6 3.3 Competitors 6 3.4 Wrigley’s products 6 3.5 Differentiation Strategy 7 4. Organisational Resources and Capabilities 7 4.1 SWOT analysis: 7 5. Marketing Objectives 8 5.1 Financial
References: 1. AaKer et al., (2005) Marketing Research: the Pacific Rim edition. 2. Craig and Douglas (2005) International marketing research. 3. Kotler, Philip (2006). Marketing Management. 12th ed. New Jersey: Prentice Hall. 4. Malhotra et al., (2004) Essentials and Marketing Research. 5. Reed, Peter (2006). Strategic marketing planning. 2nd ed. South Melbourne: Thomson Learning.