1003MKT Semester 2, 2009
Individual Marketing Plan Criteria Sheet
Name Maddison Martin
Student No. 2718055
Name Christopher Sabitzev Murray
Student No. ……………………..….….
Name Delyce Colin
Student No. ……………………..….….
Name Julie Seib
Student No. ……………………..….….
Tutorial Time 8-9pm
Tutor Anita Love
Topic Vittoria Coffee
Criteria
Executive summary
A summary of the total plan.
Mark
Marker’s comments
5
Situation analysis and SWOT
A summary of the background of the brand. Overview of the current
situation based on research (including internal, micro- and macroenvironments). SWOT analysis.
10
Objectives
Identification of overall goals and realistic, achievable and measurable
10
Target market(s)
Identification of market segments, selection of an appropriate target market
positioning strategy.
15
Marketing strategies
Specific details of proposed marketing mix strategies, including justification.
Demonstration of creative thinking and originality. Incorporation of
marketing theory.
25
Budget
Budget with details of relevant expenditures to achieve strategies.
10
ctives.
Implementation and schedule
Timeline for implementation.
Evaluation and control
Evaluation and control procedures including measurement procedures and a
contingency plan.
5
10
Conclusion and future recommendations
5
Presentation of report
English expression, spelling, grammar, referencing throughout assignment,
quality of references, correct use of quotes, correct report style, overall
presentation, inclusion of all necessary paperwork and CD as per the
instructions in the plan outline.
5
MINUS: Late penalty, over word limit
Total Mark
General Comments
/100
Marker’s Initials
/35
Marketing Plan 2009
Marketing Team
Delyce Colin
Christopher Sabitzev Murray
Julie Seib
Maddison Martin
2
Executive Summary
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1-2 pages only – place before the table of contents
Provides a summary of the total plan
NOT included in the word count
Written AFTER the plan is completed
3
Table of Contents
INTRODUCTION AND SITUATION ANALYSIS
5
INTRODUCTION
SITUATION ANALYSIS
INTERNAL
EXTERNAL
5
5
5
7
GOALS AND OBJECTIVES
10
TARGET MARKET AND SEGMENTATION
12
CONSUMER MARKET SEGMENTATION
BUSINESS MARKET SEGMENTATION
12
12
MARKETING STRATERGY
13
PRODUCT
PLACE
PRICE
PROMOTION
13
13
13
13
BUDGET
14
IMPLEMENTATION/ACTION PLAN/ SCHEDULE
15
EVALUATION AND CONTROL PROCEDURES
16
CONCLUSION AND RECOMMENDATIONS
17
REFERENCE LIST
18
APPENDICES AND OTHER ATTACHMENTS
19
4
600 words
Introduction and Situation Analysis
Introduction
The introduction should give a brief background to the product or company,
past strategies (if known) and should basically set the scene for the company’s
current situation.
Situation Analysis
Your situation analysis will reveal that each of these products faces declining sales,
which has necessitated the need for the product to be repositioned and the category
rejuvenated.
Internal 491-494
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Current data on brand performance
 Sales CEO Les Schirato broadened the experience to mainstream
Australia by innovating vaccum packs and introducing
Vittoria Coffee Espresso into supermarkets - now a category
worth more than $120 million.
 Les is responsible for taking the company from a $2.5m
turnover in the early 80's to a budget of $135m in 2004.
 Cantarella Bros is the largest pure coffee company in
Australia. Vittoria and Aurora account for over one in every
three cups of pure coffee enjoyed at home in Australia every
day.
 Market share In 1999 VITTORIA coffee achieved a 17.9% volume share of
the Australian market for pure coffee. In the year 2000 this
had risen to 18.4%. It is the applicant who holds a 32% share
of the market. The VITTORIA brand accounted for 18.4% of
this share and the remaining 13.6% belonged to another of
its brands.
Market penetration for instant coffee is 43% while that
for pure coffee is only 13%. (Tea accounts for 42% and herbal
teas 2%). (#1)
 Vittoria and Aurora brands account for about 43 per cent of
Australia's $99.5 million pure coffee market
Positioning
 Vittoria has offices in each state and in NZ.
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Promotional strategies and communication themes
 Has developed a tv commercial however not very prominent.
 Signage is an integral part of the Vittoria marketing mix. Vittoria
was the first to bring branded umbrellas, windbreaks, and
crockery to the cafés to assist with costs, at the same time
building our brands. Now this innovation is standard industry
practice with keen competition to win café and restaurant
business with branded furniture and accessories.
 Rely heavily on brand name and “in-industry” knowledge
 Have an “e-newsletter”
 Radio on 2UE station.. who?
 Newspaper – successful -> white bean.
 2003 Heritage Campaign
 2003 - The 'Cafe at Home Aisle' activation concept in
Woolworths supermarkets (The results included additional sales
of $5.5m and market share gain of 14%)
 2005 Fresh is Best Campaign
Distribution
 International- Large across Europe
 National- all across Aus & NZ
 Commercial- Cafes & Restaurants
 Private- Consumers
 Can buy product online
Suppliers
 Blends of 100% Arabica coffees from around the world
including Central and South America, Brazil.
 Availability/Reliability/vulnerability?
Main Competitors
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Consumer feedback
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Awards, Achievements and Sponsorship
 Sponsor of starlight Childrens Foundation, Masterchef,
competitions, Taste of Melbourne, Sydney Childrens Hospital,
Salvation army, Good food guide awards, Formula 1 Grand Prix
 Les Schirato, Managing Director of Vittoria Coffee was
appointed as a member in the General Division of the Order of
Australia within the Australian Honours System, CIRA Award,
Australian Entrepreneur of the Year Award, AMI Marketing
Innovation national award, Les is known as Australia's 'Coffee
King' (alot more…)
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Other Facts
 Operating for over 50 years.
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6
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They conduct coffee research, roasting, packaging, barista
training at coffee college in Sydney. Supply clothing, have
number of ‘emergency vehicles’ to service any repairs on all their
machines.
100% Australian owned private company
Vittoria also produces fine quality hazelneut chocolates, coffee
drinking chocolate in range of flavours, syrups, Cafe sugars
sticks, 35 flavours of high quality gelato and a variety of biscotti.
Also have a range of clothing,
Santa Vittoria (owners of vittoria brand) range of mineral
sparking and still bottled waters, fuit nectars, ice tea, Italian
sodas, ‘TWININGS’ tea, jarlsberg cheese..
External
Micro-Environment
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Market Analysis
 Market trends & characteristics Australia becomes obsessed with food and lifestyle activities.
Chefs become celebrity's and have TV programs. Vittoria is
served at many of the award winning restaurants.
 Market maturity
 industry attractiveness
 Australia imports virtually all of its coffee, around 45,000
tonnes of dry green bean for a total retail sales value of $636
million in 2001(#2)
Customer Analysis
 Customer needs Are after the ‘café’ experience at home with high quality
producuts.
 Age Sex Occupation Income Geographic Attitude Brand loyal and becoming more sophisticated (#2)
 Consumers’ awareness of premium coffee is also on the rise.
Once not understood by consumers, now almost a third of
Australians (32.7%) prefer Arabica coffee beans. (#2)
 Lifestyle the number one reason for visiting cafés is “meeting friends”
quoted by almost one third of respondents (32%). (#2)
 Buying Patterns more consumers are buying pure coffee products instead of
instant coffee (#2)
 Usage rates More than one billion cups of coffee are consumed in cafés,
restaurants and other outlets each year, this is an increase of
65% over the last 10 years.
7
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. Coffee consumption per capita has doubled over the last 30
years in Australia, from 1.2 to 2.4kg per capita in 1998/99.
(#2)
Competitive Analysis
 Size of competitors
 growing fast (#2)
 Sustainable coffee is the sector with the largest growth in the
coffee industry with an annual growth rate between 10%
and 20% compared to general worldwide consumption of
1.2% annually.
 Direct/indirect
 Marketing strategies
 Quality and high innovation is important to this segment and
companies are constantly launching new specialty blends
and ‘flavours’ and/or finding new ways of making their
products more attractive and user friendly for consumers.
(#2)
Macro-Environment
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Political forces/ Legal and regulatory influences
 federal laws
 Tarrifs
 C.O.O’s
Economic trends
 Exchange rates
 Disposable income
 Standards of living
Social/cultural trends
 Shifting consumer demands
 demographic trends
 cultural trends -> environmental
Technological changes
 Promotional sources
 Product development
 Production and recourses
 Transport
 Afford to have machines
 How people buy
492
Recommended further research:
Note, it is expected that in your situation analysis you will not have the answers to all
questions. This is okay – simply recognise the gap and suggest further research is
recommended. Make assumptions based on what research you do have.
8
A SWOT analysis should be used to assist in the preparation of this section and
to assess the company’s situation. It represents the outcome of the situation
analysis. Any assumptions made should be clearly stated. Thorough research
will lead to the identification of the SWOT.
Note the internal and external factors identified should indicate opportunities
or problems that can be capitalised on and that you will address with this
plan.
9
SWOT Analysis
Vittorria Coffee is a well developed company marketing a range of coffee
products to all levels of the national and international market. With individual
consumers Vittoria captures the older higher, richer consumers very
effectively, however, is not seen to market its brand towards very heavily with
the wider younger generation seeking convenient and affordable coffee.
The coffee and hot beverage industry has grown significantly in the past few
years particularly within the fastfood/service industry (ie starbucks, Coffee
Club, McCafe) Although Vittoria is served in selected cafes and restaurants it
does not have the mass coverage and usage by consumers like some other
more well known brands.
Within this younger demographic, “Quality and high innovation is important
to this segment and companies are constantly launching new specialty blends
and ‘flavours’ and/or finding new ways of making their products more
attractive and user friendly for consumers. (#2) Vittoria has these products in
its range however, its only mainly sold in bulk to industry café shops and
restaurants and could improve its accessibility and usefulness for private
consumers.
Coffee Machines are now more affordable with many consumers buying pure
coffee products instead of instant coffee (#2) wanting the café style coffee at
home. Once again, Vittoria produces a range of coffee machines for cafes and
restraint use, however, has not promoted this product to the wider household
consumers.
10
200 words
Goals and Objectives
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Objectives should be stated in terms of what the firm should aim to
achieve. They should be consistent with organisational goals, including
business-unit and corporate strategies.
Financial and marketing objectives should be realistic, achievable,
measurable (quantitatively), and include a time frame.
Company Mission Statement:
An ancient greek military formation, the "Phalanx Strategy", is
used to symbolise the company's mission statement. The
brands are the company's shields and the strategy dictates
that as a group, people are a far greater force than as
individuals.
Building Brands - "In step together with our customers, for
greater profits."
http://marketingvittoria.wikispaces.com
Organisational Goals
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Eg to build relationships with the local industry, including pursuing a
distributorship agreement with a local company.
Eg To capitalise on favourable trends of drinking coffee in the individual
market.
Eg Launch a range of coffee products internationally in the __ imported
coffee market.
Marketing Objectives
Vittoria will achieve these goals through the following marketing objectives:
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Financial and marketing objectives should be realistic, achievable,
measurable (quantitatively), and include a time frame.
Eg to capture 777% of market share by the end of the next financial year
For demand for __ to rise to at least __ units each month by December
2023
Simplify the pure coffee offer
• Educate the consumer
• Develop a ‘café feel’ for the supermarket shopping experience.
11
600 words
Target Market and Segmentation
HINT: What do all of these products have in common? (REPOSITIONING)
HINT : Consider impact of existing brand positioning
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The product, whether a good or service, should be seen as a potential
need-satisfying item from the consumer’s perspective
The main benefit is to be identified
The segment of the population most likely to value this benefit must be
hypothesised
Then use research to describe the segment(s) at which the marketing plan
is aimed.
Provide estimates of market size (where possible) and foreseeable
competition
Market segments must meet the following criteria:
 Homogenous within a segment
 Heterogeneous between segments
 Substantial
 Operational
Requirements of effective segmentation:
Measurability, Accessibility Sustainability, Actionability
Consumer Market Segmentation
1.
2.
3.
4.
Geographic segmentation
Demographic segmentation
Psychographic segmentation
Behavioural segmentation
Business Market Segmentation
1.
2.
3.
4.
Geographic location
Type of organisation
Customer size
Product use
Once the segments have been identified and evaluated, a target market for
the plan should be selected. Use the necessary criteria to justify your
selection. A positioning strategy must then be determined. This is where you
start to make recommendations for the organisation/ brand/ product. The
introduction and situation analysis is a snapshot of ‘how it is’. In this section
you start to make recommendations for ‘how it should be’.
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700 words
Marketing Stratergy
Identify and analyse several possible strategic choices or options. Areas to
consider include strategies for:
Product
What is the product?
How will it be positioned?
How many product lines?
Warranties
Physical goods or services?
Perishability
Place
How will the product be distributed (direct or indirect)?
Direct: producer deals directly with consumer
Indirect: producer uses intermediaries to distribute product
Who will be the intermediaries and who will manage them?
What type of channel network will be used?
Price
What price should be set?
Determined by market, product quality, product position
Pricing approach and strategy
Consider demand elasticity of the product
PromotionWhat type of communication/promotion activity should be used?
Communication themes
Push vs pull strategy?
Personal selling, advertising and publicity, sales promotion etc
Consider what stage the product is in the product life cycle
Note that for a service, you must also consider people, process and physical
evidence.
The marketing mix should be designed with the target market in mind and
should achieve the objectives set. It must elaborate and reinforce the
positioning or desired image specified.
13
Budget
table
Low budget, high cut through.
The cornerstone of Vittoria's marketing strategy is to maximise the impact and 'cut through' of
all our activities on a shoestring budget.
Income
Cost ($)
Quantity
Total
Sales
TOTAL INCOME
Expenses
$$$$
Cost ($)
Quantity
Total
Print Advertisments
Online Advertisment
Trade shows and representative sales
Teleivision and Radio
TOTAL PROMOTIONAL BUDGET
$$$$
Office and Storage
Raw Material
Machinery operating and maintenance
Packaging
Transportation
Wages
TOTAL OPERATING BUDGET
$$$$
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400 words
+ table
Implementation/Action Plan/ Schedule
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This section will detail the exact methods which will be used to implement
the selected strategy
Ranging from the product name or brand to its price, place of distribution,
packaging option and design. Consider what will be done, when, and by
who.
Must relate to objectives, strategies, target market etc
THE WHOLE MARKETING PLAN MUST HAVE A LOGICAL FLOW
Action/ Event
Deadline
By Whom
Research customer satisfaction
August
Name
1-7 September
Name
Develop new product
Decide on price, place distribution
Develop marketing campaign
Implement marketing campaign
15
300 words
Evaluation and Control Procedures
The purpose of having control procedures is to identify whether planned
activities are being accomplished successfully, such as:
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Projected or anticipated market share
Level of customer awareness of a new product
How will you measure whether or not you are achieving your objectives? If
you are not, what contingency plans will you have in place?
This section of the marketing plan should reflect company and project
objectives. Performance should be measured in relation to stated objectives,
and a predetermining schedule of such assessment should be included in the
plan.
16
200 words
Conclusion and Recommendations
A brief conclusion should be provided to wrap up the plan. You may also like
to include any further recommendations, perhaps for the medium to longterm.
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Reference List
A number of resources are available on the subject web site to assist you with
referencing. You may use any style you like. A minimum of 10 journal article
references is expected.
(#1)
http://www.ipaustralia.gov.au/pdfs/trademarks/hearings/838978.pdf
(#2) The Australian Coffee Tradors Association
http://www.acta.org.au/article.php?a=3
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APPENDICES AND OTHER ATTACHMENTS
Your report will include a number of concise appendices that support your
plan. Remember, an electronic copy of your assignment should also be
submitted on a CD. Please attach this to the report. DO NOT use folders.
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