markeging-plan
Principles of Marketing
Prof. Inseong Song
Team Name: Billion
“Orion in the Confectionery Market” ORION CORP. is a public limited company that engages in confectionery, entertainment, and sports businesses nationally and internationally. Our focus will be on Orion’s domestic confectionery business. It produces and sells confectionery products, such as pie, snack, biscuit, candy and jelly, gum, and chocolate under various names: individual cluster brand names like Dr. You, and Market O. To begin, it is necessary to evaluate Orion with the 3-C Analysis. Recent increase in price and over-packaging of snacks has increased social awareness of food manufacturing industries. So, we will find out the trends in snacks nowadays and research the customers’ behavior and perceptions about them. In addition, we will scrutinize macro and micro environment of the snack market to figure out a proper strategy for Orion. Next, an assessment of the capabilities of Orion and its current market position will enable us to find the most efficient marketing strategy fit to the company’s current circumstances. Finally, by analyzing the original competitors’ current position as well as the emerging PB brands and import snack sellers in the market and their competencies, we expect to find a strategy that will differentiate Orion’s products and allow favorable positioning. Based on the 3-C Analysis we will implement the STP strategy. Orion’s segmentation might be too broad to reach the customers with more buying potential. Among many groups of consumers we may narrow the customer spectrum or rearrange the segments into mothers, single working women, and athletes who are willing to pay higher price, so who can be our and thus can become the primary consumers of snacks and bars. Targeting of these segments will be followed by positioning the products through differentiation. For instance, the company could further develop Market O and Dr. You brands into high-quality product lines for
Prof. Inseong Song
Team Name: Billion
“Orion in the Confectionery Market” ORION CORP. is a public limited company that engages in confectionery, entertainment, and sports businesses nationally and internationally. Our focus will be on Orion’s domestic confectionery business. It produces and sells confectionery products, such as pie, snack, biscuit, candy and jelly, gum, and chocolate under various names: individual cluster brand names like Dr. You, and Market O. To begin, it is necessary to evaluate Orion with the 3-C Analysis. Recent increase in price and over-packaging of snacks has increased social awareness of food manufacturing industries. So, we will find out the trends in snacks nowadays and research the customers’ behavior and perceptions about them. In addition, we will scrutinize macro and micro environment of the snack market to figure out a proper strategy for Orion. Next, an assessment of the capabilities of Orion and its current market position will enable us to find the most efficient marketing strategy fit to the company’s current circumstances. Finally, by analyzing the original competitors’ current position as well as the emerging PB brands and import snack sellers in the market and their competencies, we expect to find a strategy that will differentiate Orion’s products and allow favorable positioning. Based on the 3-C Analysis we will implement the STP strategy. Orion’s segmentation might be too broad to reach the customers with more buying potential. Among many groups of consumers we may narrow the customer spectrum or rearrange the segments into mothers, single working women, and athletes who are willing to pay higher price, so who can be our and thus can become the primary consumers of snacks and bars. Targeting of these segments will be followed by positioning the products through differentiation. For instance, the company could further develop Market O and Dr. You brands into high-quality product lines for