LURPARK
LUXURY BUTTER
OWNED BY ARLA
EXPAND IN THE DANISH MARKET
TARGET GROUP
THE SILVER LINING
-THE GOLD COAST- 3.0%
-HIGH FLYING FAMILIES-2.2%
-GOLDEN GENERATION-2.0%
SIZE OF TARGET GROUP-70,000
REASON TO CHOOSE SILVER LINING:
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•
•
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Families with children
A high education- and occupation level
A lot of disposable income
Own prestigious properties in attractive city areas
Focus on health
Enjoy eating out and consume cultural offerings
Up-to-date and with a wide range of interests; follow all types of media
Pay for extra quality
Personaa
NAME-KLARA ADVANI,ROHIT ADVANI
AGE-28 & 30 YEARS
WORK-MARKETING MANAGER,ACCOUNTANT
PLACE-COPENHAGEN,DENMARK
PREFERENCES-ENJOYING EATING OUT,HEALTHY LIFESTYLE
,PAY FOR EXTRA QUALITY.
SHOPPING:REEMA 1000,FOTEX,LIVA
OTHER:LOT OF INTEREST ON SOCIAL MEDIA,SPEND SPARE TIME ON
COOKING FOOD.
NAME-KAUSHAL ANDRON
AGE-35,
WORK-TOP POSITION ON FINANCIAL DEPARTMENT
PLACE-AAHRUS,DENMARK
PERSONAL- MARRIED & 2 CHILDREN
PREFERENCES-SPENDING LOT OF TIME WITH HIS CHILDREN
AND WIFE,HEALTHY LIFE STYLES,
SHOPPING-REEMA 1000,FOTEX,LIDL
OTHER-CHOOSE QUALITY PRODUCTS,PAY
EXTRA ON HIGH QUALITY,SPEND A LOT OF TIME
ONLINE,TAKE CARE OF THEIR FAMILY,LOT OF DISPOSIBLE
INCOME.
Awareness
Customer Job
Search
Evaluation
Purchase
The Customer Journey
NEED
DELICIOUS
BUTTER
Pains
Retention
WHICH BUTTER I
NEED TO BUY
QUALITY AND
PRICE
COMPARISION
NEARBY STORE
DO I GET
DELICIOUS
TASTE?
TOO MANY
BUTTER
VARIETIES
DIFFICULT TO
CHOOSE OFFERS
GETTING THE
QUALITY BUTTER
EXPENSIVE
QUALITY
Gains
QUALITY
HEALTHY
DELICIOUS
-
BEST TASTE
BEST QUALITY
BEST RATINGS
FEEDBACK
Time
WHEN NEEDED
10 MIN
3 MIN
2 MIN
AFTER
CONSUMED
Touch point
-
STORES
YOUTUBE VIDEOS
LOOKING FOR
THE BEST TASTE
AND QUALITY
BILKA
FOTEX
REEMA 1000
RESTAURANTS
FEEDBACK
REVIEWS
Message/Action
TAKING
INFORMATION
RESEARCH ON
THE WEBSITE
REVIEWS
CAMPARISON
WITH OTHER
BRANDS
BUY OR NOT BUY
FEEDBACK
RATINGS
ADS
ONLINE
TV
SOCIAL
NETWORK
MARKETING MIX
• PRODUCT- HEALTHY & DELICIOUS WITH AN AMAZING TASTE
VARIOUS VARIETIES OF BUTTERSLIGHTLY SALTED BUTTER,
UNSALTED BUTTER
CRUSHED GARLIC
LIGHTER SPREADABLE WITH OLIVE OIL ETC.
TO MEET THE DIFFERENT TASTES AND REQUIREMENTS OF TARGET
GROUP.
AVAILABLE PACKS-150 GM,300GM,500 GM
MADE FROM-MILK,SALT,CREAM
FAST MOVING CONSUMER GOODS
FIVE PRODUCT LEVELS
CORE BENEFIT- TO CONSUME
GENERIC PRODUCT-HEALTHY ,QUALITY
EXPECTED PRODUCT- DELICIOUS BUTTER
AUGMENTED PRODUCT-BRAND IDENTITY & IMAGE
POTENTIAL PRODUCT—PREMIUM QUALITY WITH PACKAGING
PRICE
PRICE OF OUR PRODUCTS
• 150 G =21.50 kr
• 300 G= 37.50 kr
• 500 G=50.50 kr
PRICES WILL DERIVED FROM
-COSTS OF MILK,
-TRANSPORTAION
-PROCESSING
-SALES
-LABOR
-PROMOTION
STRATEGY OF PRICING
USE COST-PLUS PRICING STRATEGYSETTING THE COST BASED PRICE BY TAKING THE COST PRODUCTION
AND RAW MATERIALS .
DISCOUNT PRICINGPROMOTION OR DISCOUNT IS GIVEN 4 TIMES A YEAR .
PLACE
• EXPORT ITEM TO OVERSEAS MARKET
• MAKE STRONG DISTRIBUTION SYSTEM
• MAKE EASY PURCHASE THROUGH DISCOUNT STORES,GROCERY
STORES,SUPERMARKETS.
• INTENSIVE DISTRIBUTION
PROMOTION
TOOLS
PROMOTE THROUGH VARIOUS PROMOTIONAL MIX
LIKE SALES PROMOTION,
ADVERTISING
SOCIAL MEDIA
MESSAGE- HEALTHY AND DELICIOUS BUTTER
THROUGH THE MEDIA
TV
INSTAGRAM
FACEBOOK
TWITTER
IN-STORE
YOUTUBE
MAIL
BROCHURES/FLYERS
Marketing Plan
No. Action
Details
Responsible
Research on the people consuming
butter,their favourite flavor,taste etc.
Product development dept.
Product development dept.
P
1 Analyse the danish market
R
Slight change in the taste acc2 ording to the target group.
Different sizes with different
brand ingrediants such as more
protein.
3 Introduce new flavor of butter
show the danish market our new butter
O
D
U
C
T
P
R
I
C
E
P
L
A
C
E
Set fixed price according to the Make the ads of it and put in
3 size.
facebook,instagram e.t.c.
Make the price cheaper,when the
weight increases.For eg:150gm4 The more the weight,the less the21.50,300
price
gm-37.50,500 gm-50.50
Decrease the price when it is
5 near to expire date
Difference Corrective Action
3,000,000
3,500,000 500,000kr
1,150,000
1,150,000 0.00 kr
3,700,000
3,700,000 0.00kr
7,350,000
7,850,000 500,000 kr
Pricing dept.
Sell on 30 %discount .
Pricing dept.
Introduce the different varieties Visit that retailers where you sold the
6 to other retailers.
product with demo of your product.
Marketing
Mail the other stores to be their
retailers,visit to them and proceed our
Increase more other
business plan by
7 stores for the latest varieties
showing demo of all the product.
Marketing
8 Advertising campaign
Full page ad in consumer magazine.
Marketing Dept.
R
Produce and send in-store
promotional material to
9 retailers
1 poster, ,1500
flyers for each other stores plus letter
describing how to use it.
Graphic designer.
social
10 media marketing
Online lookbook should be
released in twitter &P-interest
Marketing Dept.
11 Sales promotion
Make offer of the different varieties 4
times a year.
Marketing Dept.
O
T
I
O
N
Realised
Pricing dept.
P
O
M
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Budget
Total