Product
The company will launch an all new product into the Fiji and South Pacific Regional marketplace. It is aimed primarily as a Glucose Biscuit for the School Lunch Market.
The company seeks to fulfill the following benefits with the GLUCO biscuit product:
Healthy alternatives to candy: aimed at mothers looking for a lower sugar and added health benefits in a snack for their children
Conveniently packaged in individual packs for daily lunch pack use
Weekly packs of 5, buying size for ease of budgeting and buying decision (5 schooldays a week)
Added Iron, Calcium and Vitamins (similar to breakfast cereals claims) as an added value
Company Background
GAKKS Ltd already has an established packaged foods business that has been successful in Fiji for over 15 years.
Packaged goods already produced: dried noodles, packet soups, herbs and spices.
Current factory operations management has found the space and the capital to produce the new biscuit line, and has produced costing as included in this Marketing Plan.
MBA 437 Marketing (Core Course)
Principles of marketing are discussed with reference to South Pacific products and services. Topics covered include: the role of marketing in the organisation and society, the marketing environment, customer markets and buyer behaviour, marketing research, market segmentation and positioning, the marketing mix, product life cycle, marketing planning, and the ethical consequences of marketing actions. The marketing function is regarded as a key ingredient in management and strategic planning. Continuous reference is made to both the domestic and international marketplace.
http://www.usp.ac.fj/index.php?id=mba437
Students
Anchiemona Latu
Georgina Atalifo
Karan Pranesh
Kirti Prasad
Stuart Gow
4. The Product
All natural & healthy snack
Fun snack with LAFF the Lion
No added artificial colourings
All natural flavours
Allergy free
Approved for school lunches & snacks
Iron, Calcium, Folic Acid &Vitamins A & D
8 July 2014 Glucose Biscuit- Marketing Plan 4
6. Biscuit Market Summary
3 manufacturers, 2 importers
New market for biscuits:
School lunches & snacks
No company addressing this opportunity
8 July 2014 Glucose Biscuit- Marketing Plan 6
7. Market Demographics
End Users : Kid’s Buyers: Parents
Age: 4 -14 years old
Buying decisions:
based on taste (do they
like it?) and
attractiveness of
packaging
Branding important
with LAFF the Lion
Age: 20 years-35years
old
Income: F$15,000 -
$35,000 per annum
Shopping
times/preferences:
predominantly on
Fridays and Saturdays
for school week ahead.
8 July 2014 Glucose Biscuit- Marketing Plan 7
8. Market Needs & Trends
Flavours
Kids decision mostly
Healthy and Good for You
Mother/Parents need
Ministry of Education
New directive from Government
Canteen Policy
All school s now developing one, specifically “Healthy
Snacks”
8 July 2014 Glucose Biscuit- Marketing Plan 8
10. SWOT
8 July 2014 Glucose Biscuit- Marketing Plan 10
Already Established
Quality Brand
Strong Relationships
New Product
Retool Factory
School Lunch Market
Strong Competition
Retail slotting
Biscuits in
Fiji
12. Glucose Biscuit Industry
Only 2 importers
Not targeted at School Lunches
General poor quality/ “cheap” products
8 July 2014 Glucose Biscuit- Marketing Plan 12
13. Children’s Biscuit Industry
3 manufacturers, 2 importers
Over 10 products targeting kids
None aimed at School market (yet!)
8 July 2014 Glucose Biscuit- Marketing Plan 13
14. 8 July 2014 Glucose Biscuit- Marketing Plan 14
15. LAFF Biscuits
Glucose Biscuits for Kids
Packed especially for School kids Lunches
and Snacks
Bought in Packs of 5 for the school weeks
First to market
Large LAUNCH!
8 July 2014 Glucose Biscuit- Marketing Plan 15
17. Target Markets
PRIMARY Market: School Lunches-Snacks
Secondary markets:
Medical Facility and Hospital Market
Airline Quick Snack Market
8 July 2014 Glucose Biscuit- Marketing Plan 17
18. School Lunches-Snacks
Packed lunches:
67%
School prepared
lunches 30%
Go home for
lunch 3%
All Primary Schools
have 2 breaks
during the day:
A recess/short
break in the
morning
A lunch break at
mid-day
8 July 2014 Glucose Biscuit- Marketing Plan 18
19. Secondary markets
Medical Facility and
Hospital Market
Airline Quick Snack
Market
:In hospital use
Blood Bank donor
Allergy Free
Made in Fiji
8 July 2014 Glucose Biscuit- Marketing Plan 19
20. Positioning
Premier healthy biscuit
and snack for children’s
lunches
Introducing:
LAFF the Lion
Children’s Theme
Fun & Healthy
8 July 2014 Glucose Biscuit- Marketing Plan 20
24. Pricing
Retail price MRSP VIP of
F$1.49
based upon competitive analysis and comparable
snacks
Maintains our current 30% margin agreement with
distributors
Maintains our required profit margin in house
8 July 2014 Glucose Biscuit- Marketing Plan 24
25. Distribution (Place)
Already established
wholesalers/retailer distribution model
Retail slotting already secured
Point of Sale (POS) cardboard displays
Placed at aisle end @ current supermarket
partners
8 July 2014 Glucose Biscuit- Marketing Plan 25
26. Advertising & Promotion
• Television
• Print
• Billboard
• POS
• Cinema
• Competitions
• Brand Ambassadors
• Online
8 July 2014 Glucose Biscuit- Marketing Plan 26
28. Taste Testing Research
HONEY will be the first flavour on offer
8 July 2014 Glucose Biscuit- Marketing Plan 28
0%
5%
10%
15%
20%
25%
30%
35%
40%
All Cherry Cherry &
Peanut
Choc chip Honey Coconut &
Cherry
Peanut Wheatgerm
Flavour Preference
29. Market Research Survey
Quality
Highest preference was given to Quality
8 July 2014 Glucose Biscuit- Marketing Plan 29
Quality
28%
Variety
11%
Health
13%
Flavor
19%
Cost
19%
Brand
10%
30. •Break Even Analysis
•Sales Forecast
•Marketing Expense Forecast
8 July 2014 Glucose Biscuit- Marketing Plan 30
31. Break Even Analysis
Annual
F$1,683,767
77,354 cartons
Required in annual sales revenue to reach
the break-even point
By end of the first year 2014
Full details are on Page 19
8 July 2014 Glucose Biscuit- Marketing Plan 31
32. Sales Forecast
Annual Sales Forecast
Based on the 3 growing market segments
8 July 2014 Glucose Biscuit- Marketing Plan 32
$1,828,424
$3,069,141
$3,918,052
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
Annual Revenue
2014
2015
2016
33. Marketing Expense Forecast
First year large: Introduction & Launch of new product
8 July 2014 Glucose Biscuit- Marketing Plan 33
Advertising 2013-2014 2014-2015 2015-2016
TV $ 35,000 $30,000 $30,000
Print $ 50,000 $35,000 $35,000
Radio $ 15,500 $10,000 $10,000
Signage Lease $ 4,800 $4,000 $4,000
Production $ 22,000 $5,000 $2,000
Trade $ 18,800 $1,500 $1,500
Events & Sponsorship $ 1,500 $1,500 $1,500
Online $ 9,000 $3,000 $2,000
FOCs $ 17,000 $12,000 $10,000
Total $ 156,600 $102,000 $96,000
36. Milestones
8 July 2014 Glucose Biscuit- Marketing Plan 36
Milestones Start Date End Date Manager Department
Marketing plan completion July 13 Aug 13 Anchimona Marketing
Web site completion June 13 Aug 13 Stuart Marketing
TV Advertising campaign Aug 13 Dec 13 Karan Marketing
Print Advertising campaign Aug 13 Dec 13 Karan Marketing
Radio Advertising campaign Aug 13 Dec 13 Georgina Marketing
Billboard Advertising campaign Aug 13 Dec 13 Kirti Marketing
Events & Sponsorship Aug 13 Nov 13 Stuart Marketing
Trade campaign Aug 13 Oct 13 Kirti Marketing
37. Organisation
Anchiemona Latu (Director of Marketing) will be
responsible for the overall marketing activities.
Specific tactical campaigns::
Billboard Advertising: Karan Pranesh
Television Advertising: Georgina Atalifo
Newspaper Advertising: Karan Pranesh
Cinema Advertising: Kirti Prasad
Online Marketing Campaigns: Stuart Gow
8 July 2014 Glucose Biscuit- Marketing Plan 37
38. Monitoring
In-Store Survey
School Lunch Surveys
Sales Monitoring
Monthly management meetings
Sale to Forecast comparison
Review tactical and campaigns
8 July 2014 Glucose Biscuit- Marketing Plan 38
40. MBA 437 -Marketing
Group 5
Anchiemona
Latu
s11038773
Georgina
Atalifo
S11068385
Karan
Pranesh
s11077774
Kirti
Prasad
S11088922
Stuart
Gow
s11100919
Hinweis der Redaktion
Switch to Anchiemona
We’ve covered the basic product and advantages already, btu just to recap how it will be presented…
These will be packed in fun-looking packages for the kids, and more equally importantly they will be siold in packs of 5 to match the number of school days in a week.
We will be first to market with this kind of product aimed this way, so it is imperative that we go for then BIG LAUNCH as we introduce this product!
Change to Georgina
In the first year of launch, we will be targeting PRIMARILY the School Lunches and Snack Time Market
however there are Secondary markets that will be targeted towards the end of 2014, specifically the Medical and Airline Markets
The School Lunches and Snack market is targeting the large number of kids who have packed lunches, 2 out of 3 at schools in Fiji and others for their breaks.
For those of you without kids in school… (Stuart!) the 2 breaks at Fiji schools are the Recess or Short Break in the morning where they have a snack, and then the main Lunch Break at mid-day.
This gives 2 MAJOR opportunities a day to have our customers eat the product!
The secondary markets will be to the hospitals and national airline.
Thank you Doctor Josese for your advice on this, and will be addressing this market later on in 2014 for application to ministry of Health in July for inclusion in the year-ahead food program.
The national airline are aiming more and more at Fiji Made products, and this biscuit fits in with this. This is currently being further explored for launch in late 2014.