Our team project required us to create a product for FMCG company Unilever, keeping in mind the company's existing brand portfolio and product range. We created a product for children aged two and above, under a brand name 'Captain Kefir'. The product's USP was Kefir grains and Bee Pollen, focusing on the health of the child's gut. International Marketing Strategy is outlined in this presentation.

1. The Hub For Ideas and Growth Results

2. Oyenmwen Osagiator
Pricing Manager
Zanna Babajana
Creative Director
Inès de Chevigny
Market Analyst
Marissa Hill
Distribution Manager
Oyenmwen Osagiator
Pricing Manager
Aran Moe
Financial Manager
Marie Steffi Robertson
Marketing Director
Rehan Javed
Monitoring & Control Officer

3. Oyenmwen Osagiator
Pricing Manager

4. 1. Introduction
2. Situational Analysis
3. Objectives
4. Strategy
5. Implementation
6. Monitoring and Control
7. Conclusion

5. 400 Brands
2.5 billion consumers
Sustainability Driven
Help more than a billion people to improve their health and wellbeing.
Halve the environmental footprint of produced products.
Source 100% of agricultural raw materials sustainably and enhance the
livelihoods of people across the value chain.

6. Mission
“On any day, 2.5 billion people
use Unilever products to look
good, feel good and get more
out of life – giving us a unique
opportunity to build a brighter
future.”
Vision
“Our vision is to grow our business, while
decoupling our environmental footprint
from our growth and increasing our
positive social impact.”

7. Organic Yogurt
Help your child get the best out of life with Captain Kefir
Kefir – a natural source of probiotics, immunity boosting nutrients
Bee pollen – a natural source of antioxidants & allergy relief
Snack on the go – no spoon needed

8. Mission
We strive to become the
market leader of healthy
children’s yogurts in
Australia, made from
natural and organic
ingredients, which meets
their every day nutrition
needs.
Vision
Our vision is to be the leader in
producing excellent quality nutritious
products for families with children
whilst remaining environmentally
friendly and promoting
sustainability

9. INDIA SOUTH AFRICA GERMANY AUSTRALIA
Political
Commercial
Industrial
Financial
Economical
Socio-cultural
Why Australia?
• Language
• Health awareness of families
• Growing organic demand
• 3rd rural industry
• Best bee pollen in the world

10. Bureau of Statistics, 2016
• 24,761,274 inhabitants (growth: 1,6%)
• 19,6%: 0-14 years old
• Official language: English
• Local currency: Australian dollar (1pd = AUD 1,74)
• Well going economy GDP of $ 1,204.616 billion (2016) – growth of 2.80 / year.
Source: (Australian Bureau of Statistics 2016)

11. Growing awareness
• Kids food market size:
AUD 50,7 billion in 2015.
• Organic kids food market is expected to reach
a market share of 76% in 2020.
24,761,274 people in
the territory
Around 14,856,764 buying
organic products
1,470,937 couples
with young children
 882 580 potential customers
Key
Factors:
Growing
awareness
Rise in organized retail
marketing
Urbanisation +
increasing
number of
working women.

12. -Health statement in Australia-
20% of all reported cases of flu where in children under 5.
29% of children under 5 diagnosed with flu were hospitalised.
Only 11% of children under 5 where protected against flu
through immunisation.
Only 2,5% of children aged between 5 and 14 eat enough
fruit and vegetables.
• 75% ask questions about their nutrition and
how to be healthy
• Increasing awareness of products label
• Rising demand for organic products

13. Consumption (kg per person and year))
Yogurt consumption per capita: 7kg per year
Source: (Dairy Australia Report 2017)

15. Two biggest competitors:
Jalna & Chobani
Common characteristics to the product
very appreciated by Australians
Captain Kefir advantage:
Only organic product created with bee pollen
grains that have impressive virtues.

17. Ansoff Matrix Standardisation/Adaptation

18. To achieve 5% market share by 2019 - through promotional activity
To achieve 95% customer satisfaction by 2019 - Measured feedback page on Websit
e and FB page (opinion polls)
Gain brand awareness by sponsoring school events such as sports days and summer
fairs during the pre-launch.
•To achieve 5% market share by 2019 - through promotional activity
•To achieve 95% customer satisfaction by 2019 - Measured feedback pa
ge on Website and FB page (opinion polls)
•Gain brand awareness by sponsoring school events such as sports days
and summer fairs during the pre-launch.

19. Steps to achieve 5% market share by 2019
•Use appropriate pricing strategy
•Sustain brand loyalty
Steps to achieve 95% customer satisfaction by 2019
•Use the website and social media feedback to gain customer and staff insight into t
he product.
Steps to gain brand awareness during the pre launch
•Sponsoring school events such as sports days
•Social media campaigns

21. Source: (Australian Bureau of Statistics 2016)

22. STP
Differentiated Marketing Strategy

23. To be the daily health partner for children by creating a healthy lifestyle together. It is a product with a
wellness concept.
The unique combination of ingredients which provide safety, quality.
Easy, healthy snack with fresh fruity to be enjoyed by kids on the go. Kids dislike eating; it’s boring.
Captain Kefir will build a long-term relationship with mums first, who are aware of the health of their children
STP
Captain Kefir will be positioned as a brand who wants to deliver the following message in mind:

24. STP

25. Primary Research (4P’s)
Product
Promotion
Price
Place

26. 85.7 % of our target market would buy our product
based on our key ingredients (Kefir and Bee pollen)
The most important attributes of a product are: Organic, Flavour, Sugar content and responsible sourcing
Usability and Appeal are the most important tangible
product attributes
Source: Consumer Preference Survey, Appendix
Product

27. Product

28. Primary & Secondary Research Research
Distribution Strategy

29. Production
Using Unilever’s existing alliances in Australia, we will have an intensive distribution s
trategy
Produced in factories in Australia using local ingredients.
Preferred place when grocery
shopping for family and children
Source: Consumer Preference Survey, Appendix
Place

30. Production
Using Unilever’s existing alliances in Australia, we will have an intensive distribution s
trategy
Produced in factories in Australia using local ingredients.
◊ Other Major
Supermarkets and
shopping malls
Place

31. Primary Research
Considerations
Estimated Sales Figures
Product Pricing – Individual & Multipack
Pricing Strategy and PLC

32. Australia Pricing Regulations
Australia Pricing Regulations
Production
Using Unilever’s existing alliances in Australia, we will have an intensive distribution s
trategy
Produced in factories in Australia using local ingredients.
Price

33. Production
Using Unilever’s existing alliances in Australia, we will have an intensive distribution s
trategy
Produced in factories in Australia using local ingredients.
Insight in Target Market Price Sensitivity
(81.4% are happy to pay $1.40 for an individually sold 140g yogurt pouch)
Price is the least important attribute when shopping for groceries for children
Source: Consumer Preference Survey, Appendix
Price

34. Australia Pricing Regulations
Australia Pricing Regulations
Production
Using Unilever’s existing alliances in Australia, we will have an intensive distribution s
trategy
Produced in factories in Australia using local ingredients.
• Comparative pricing (Business.gov.au.2016)
• Price fixing (Australian Competition and Consumer Commission 2017)
• Predatory pricing (Business.gov.au 2016)
• RRP maintenance (Business.gov.au 2016)
• Multiple pricing (Business.gov.au 2016)
• Unit pricing code (Business.gov.au 2016)
Australia Pricing Regulations
To achieve 5% market share by 2019
• Market share leadership
• Product quality leadership
• Create excitement for our product
• To prevent competitor from entering the
market
Objective 1
Price

35. Price

36. Regulations
Production
Using Unilever’s existing alliances in Australia, we will have an intensive distribution s
trategy
Produced in factories in Australia using local ingredients.
140g pouch $1.60
140g pouch $1.90
4x100g pouch $4.20
4x100g pouch $4.604x100g pouch $4.40
Average price
$1.83 (£1.05)
Average price
$4.40 (£2.53)
Price

37. Price

38. Primary Research
Promotion B2C
Product Lifecycle
Pull Advertising
Push Advertising

39. Promotion
Do In store offers persuade new product purchase?
Most read magazines in Australia
Do consumers use cut out coupons and offers?
Preferred Communication Styles
Source: Consumer Preference Survey, Appendix

40. Promotion
Push Strategies
Packaging
Sponsorships
Sales Promotions
Samples and Product Give aways
Pull Strategies
Social Media
TV Commercials
Magazines
Billboards
Websites

41. Local Youth Sport Team
Sponsorships
Promotion
Samples & Give Away
At Family concentrated Events
Cut Out
Discounts

42. Color The Colors of Home
High wavelength colors
White background
Adapted to the ‘Colors of Home’ Australia’s diverse landscape:
Rolling Hills Big Reds Urban Vibrance
Induced Elated Mood & Strong Excitement
Purity, Cleanliness & Mildness (Shimp, 2010)
Design Horizontal lines
Curved and angular lines
Easier for consumers move eyes across the packaging
Communicate to both female and male shoppers (Shimp, 2010)
Size Individual & Multipack Satisfy unique needs of consumers
Represent different usage situations
Gain more shelf space
Shape Tall & Slim
Workable
Unconventional packaging draw attention and perceived as larger quantity by
consumers (Folkes and Matta, 2004)
Perceived as convenience
Increase yogurt consumption (Reyes, 2000)
Promotion

43. Captain Kefir Says
Healthy living trend
Builds relationships
Brand Image
Brand loyalty
Full ingredients
&
Nutritional Facts
CLEAR USP
Easy to identify USP
Differentiation
Brand Identity
Smart Packaging
QR Codes
Easy access to web page
Social Media Presence
Promotion

44. Promotion
Billboard Advertising Magazine Cover
Advertising (Prelaunch)

45. Website Optimal Package
Strategy
Target Customer Research
Competition Analysis
Online Marketing Analysis
Traffic
Search Engine Optimization
Google AdWords
Keyword research
Conversion
Smart website development
Email Marketing Program
Persuasive copywriting
Promotion

46. (Statista.com 2017)
#targeted hashtags
#captainkefir
Facebook Features
Boost your Post
Add Button
Promote your Page
Get Website Visitors
Get Contacts
Promotion

47. Tweet
Promotion
ReTweet
Brand Exposure & Growing Following

48. Promotion
https://www.youtube.com/watch?v=qbJ83wqD9Rw

49. Promotion

50. Marketing Budget
Gantt Chart
Contingency Plan
Customer Satisfaction

52. Total Budget = A$ 22,854,332
Total Spending = A$ 22,823,315
Remaining Budget = A$ 31,017
Conversion rate : £1 = A$ 1.74

54. Monitoring and control are very important phase
of marketing plan and efficient monitoring and c
ontrol ensures that our investment will not be wa
sted and on a regular basis of monitoring captain
kefir will gain brand awareness in Australia

55. –Short surveys via Google forms
– Emails after sales service
– Customers can give their feedbacks on website
–Short surveys via Google forms
– Emails after sales service
– Customers can give their feedbacks on website

56. –Short surveys via Google forms
– Emails after sales service
– Customers can give their feedbacks on website
• Expand our product portfolio – move into production of K
efir milk, smoothies, milkshake, cereal/yogurt bar, frozen
yoghurt as there is a growing demand for kefir products.
• Rebranding the product – target the whole family rather
than babies. Produce a 720g tub rather than smaller.

57. –Short surveys via Google forms
– Emails after sales service
– Customers can give their feedbacks on website
• Captain Kefir is a unique yogurt that allows your child to evolve in
good shape by arming themselves against cold symptoms. Because
the health of the child is essential for the family and its happiness is
so, our product promises a basic nutritional intake and a unique taste.
• The unique ingredients of Bee pollen and Kefir grains has a significant
competitive advantage and satisfies a large population in a growing
health culture.

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