GROUP ASSIGNMENT: ASSIGNMENT: Business Plan (F&N: 100 Plus)
1.0
2012
Executive Sum Summary
Fraser and Neave Holdings Bhd (F&N) Group is a Malaysia based company that spec sp ecia ializ lized ed in bevera beverages ges and and Dairy Dairy prod produc ucts ts manu manua act ctur uring ing!! "he "he bever beverag age e brands under the umbrella o the F&N Group have become the preerred thirst #uenchers or countless generations o Malaysians! Moreover$ F&N Beverages Mar%e Mar%etin ting g dn Bhd is also also Malays Malaysia' ia's s larges largestt sot sot drin%s drin%s manuac manuactur turer er and dist distrib ribut utor or!! "he "he comp compan any y opera operates tes our our manu manua act ctur urin ing g plan plants ts nati nation oni ide$ de$ including including its stateo stateothea theart rt acility acility at its head#uarters head#uarters in hah *lam$ elangor elangor!! FNBM FNBM dis distrib tribut utes es F&N produ products cts compri comprisin sing g +,,-. +,,-./$ /$ F&N Fun Flavou Flavours$ rs$ F&N 0riginals$ 0riginals$ 1*0N$ 1*0N$ 2ce Mountain Mountain and Fruit "ree! "ree! F&N developed brands that have become the mar%et leader in many categories! "he +,, -./ brand is ell %non as one o the most distinct and amous brand o F&N$ hich is the mar%et leader o the isotonic drin% mar%et! Noadays$ F&N is one o the Malaysian 3rst choice brand and started to e4pand its business to more than 5, countries orldide and becoming a regional player! 6urrently$ F&N possessed 7,8 o the sot drin% mar%et share in our country! F&N brands are able to gain support rom Malaysians because o the innovative and #uality products! F&N brands have already been ith Malaysian or over +59 years since year year +9 +99: 9:!! ;ario arious us su succ cces ess sul ul F&N F&N prod produc ucts ts are are laun launch ched ed$$ or or e4am e4ampl ple e seetened condensed 3lled mil% in +<=:$ a complete range o icecream series in +<=> and the launched l aunched o +,, -./ isotonic drin%s in year +<9>! *mong the various sot drin%s developed F&N$ the isotonic drin% +,, -./ become amous and attracted most o consumers rom all ranges o ages and currently no! + in the isotonic drin% mar%et! +,, -./ brand possessed more than <,8 o the the isoton isotonic ic drin% drin% mar%e mar%ett share share since since 5,+, 5,+, till till 5,++! 5,++! "he increas increased ed cautiousness o health among people give an opportunity to +,, -./ to e4pand its mar%et to a ne potential mar%et! "he stability o F&N brands especially +,, -./ -. / has has come come to epit epitom omize ize the the virt virtues ues o #ual #ualit ity$ y$ air air pric pricin ing$ g$ univ univers ersal al avai availa labil bilit ity$ y$ and$ and$ abov above e all$ all$ the the cele celebra brati tion on o lie lie to be su succ cces ess sul ul in the the beverage industry!
BM6053 Marketing Management
-age +
GROUP ASSIGNMENT: ASSIGNMENT: Business Plan (F&N: 100 Plus)
2.0 2.0
2012
Situ Situa atio tional nal Analys alysis is
Becoming Becoming no! + in the mar%et mar%et is not easy as to say and it is true to +,, -./ as this this isot isoton onic ic drin% drin% thro throug ugh h a e e phas phases es to be popu popula larr amon among g cons consum umer ers s especially Malaysia! 6arbonated sot drin% has e4isted or a long time in Malaysia and and has has been een ell ell acce accept pted ed by the Mala Malay ysian sian!! Duri During ng the year ear +< +<9: 9:$$ +,,-./had +,,-./had been introduce introduced d in Malaysia Malaysia by F&N Beverage Manuacturin Manuacturing g dn! Bhd! ith its ob?ective to promote sports and active liestyle! +,, -./ is an isotonic isotonic drin%s that help to replenish replenish the @uids and electrolytes electrolytes that lose during physic physical al activi activities ties!! +,, -. -./ / as not ell %non rom the beginnin beginning g o the period but it as being promoted to the sports community! loly +,, -./ as incorporate incorporated d into the sports sports community community hich as ell accepted by the athlete and become popular among them! 0ver the years$ peoples realize and concern more toards healthier lie and their positive perception on ideal diet ood inta%e become plus point or advantages or +,, -./ isotonic! -eople begin to percent +,, -./ as a healthy drin% drin% and this drin% drin% become become popula popularr not only to sports sports personal personal but active active indi indivi vidu dual als s and and trav travel elers ers also also beco become me attr attrac acte ted d by the the prod produc uctt as a thir thirst st #uencher as it can replenish them compared to other sot drin%! +,, -./ then had gained popularity among the people and ith its advantages as the 3rst mover$ it had become the nation recognized isotonic drin%! 2n year 5,+,$ +,, -./ had dominated <,8 o the isotonic drin% in Malaysia!
2.1
Market Su Summary
F&N Beverages Mar%eting Mar%eting is a sot drin%s manuacturing manuacturing company in Malaysia Malaysia and the organization possessed 7,8 o the sot drin% mar%et share! +,, -./ is an isotonic drin% that is manuactured by F&N Beverages Mar%eting dn Bhd and possessed <,8 o Malaysia isotonic drin% mar%et share! +,, -./ is also the pioneer o the isotonic mar%et hich gave its advantages in understanding the needs o consumers better as compared to the others! Aith that it had created a value value ith ith the consumer consumers s as the consum consumers ers percei perceived ved that that +,, -. -./ / could could unde unders rsta tand nd them them ell ell hic hich h they they had had gain gained ed popu popular larit ity y and and loya loyalt lty y o the the consumer in globally!
BM6053 Marketing Management
-age 5
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2012
The Target Markets of F&!s 100 "#$S isotonic% • • • •
*ctive individuals ports "ravelers and Healthier liestyle individuals
2.1.1 Market emogra'hics "he esearch and Development o F&N had identi3ed the bac%ground and the pro3le o +,, -./ drin% according the olloing components! "he +,, -./ consumers consisting o the olloing geographic$ demographic and behavior actors as in Table 1.
+,, -./ had targeted their consumers
(eogra'hic
located in all the regions in Malaysia ith the targeted population o appro4imately +9 million consumers consist o 7C!>8 population o Malaysia! "he targeted mar%et consists o all male and
emogra'hic
emale consumers and he range o age is beteen +C to 7> years old! "he number o male and emale population in this category is appro4imately
)ehaviour Factors
by involving in sports and 3tness activities! For lighter
consumer$
they
ill
involve
in
recreation activities at least tice a ee% or more!
*side
rom
that
the
increasing
household income also leads to the higher spending pattern o consumer toard the isotonic drin%s! Table 1: Market demographics for 100 PLUS isotonic drinks BM6053 Marketing Management
-age :
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2012
2.1.2 Market ee*s 0ver one million people rehydrate$ reresh and reenergize ith +,,-./ every 5> hours in Malaysia$ a number that continues to gro steadily! "hus$ +,, -./ is an isotonic thirst #uencher drin% that helps active liestyle individuals to restore lost during physical activities hich involve the dehydration and electrolyte balance! +,, -./ is trying to ul3ll the needs o consumers hich are described as belo
i) Reh!rati"n : 6onsumers have become more actively involving in sports and physical activities as they are more concern toard e4ercise or healthy lie! Ahile e4ercising they might be acing dehydration as a result o @uid and electrolyte loss! o the +,, -./ can perorm the action to replenish the @uid loss and provide the ma4imum perormance outcome or the consumers!
ii# $ea%thier &r"!'(t : +,, -./ not only provide the needs or the athlete but it also can perorm as a thirst #uencher or normal lie individuals! "his can be related to the travelers especially those in airplane and longrange driving! +,, -./ can replenish their dehydration aster and more eEcient! 2t is also considered a healthier choice o product as it contains loer sugar level as compared to other sot drin%s! +,, -./ also consist o a uni#ue combination o sucrose$ glucose and electrolytes that help ith transport o nutrients into the body!
2.1.+ Markets Tren*s +,, -./ has been ell %non or its dehydration purpose or sports people! For the earlier time +,, -./ purpose is to serve the athlete in recovering their @uid balance or their ma4imum perormance! loly it became ell %non in the sports community or its hydration and healthier bene3ts compare to other sot drin%s! Aith the rise o Malaysian toard healthier liestyle through sport and active living$ it had given an opportunity or the +,, -./ to mar%et their BM6053 Marketing Management
-age >
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2012
product! ince more people ould be involved in physical activities or e4ample ?ogging$ ?ungle tre%%ing and many more! "his lead to dehydration and the need or isotonic drin% is important or the body @uid recovery! "ravelers could also ace dehydration easily and ith the +,, -./ isotonic drin% it can easily replenish them and giving them the daily pea% perormance! o +,, -./ could be very eEcient in replenishing the consumers! "he scope o the mar%et also has broadened through the improvement o the economy here consumer had more choice to choose or their spending! Aith the highest income$ more consumers ould choose to spend or activities such as gym membership$ 3tness programs$ sport centers or Futsal and badminton$ and also the recreational par%! "his shoed that the consumers are more concern toards their health hich causes the groth o the isotonic drin% mar%et! "eenagers and students also actively involved in sports in competition hich also broaden the mar%et! o +,, -./ had also tried to mar%et their product not only or athletes but also or active individual and travelers!
2.1., Market (ro-th Aith the increase in average household income in Malaysia$ it had broadened the choice or the consumers to choose a better beverage drin% or their daily lie! Beore that most o the people ould ?ust preer a cup o ater but no they ould go or sot drin%s$ isotonic drin%s and others! 6onsumers noadays ould be concentrating more on the healthy liestyle or more active liestyle and this lead to the groing aareness o the bene3ts o isotonic drin%s! Not only that$ isotonic drin% also helps individual to achieve daily pea% perormance! "his led to the increase demands or the isotonic drin% and indirectly leads to the groth o the isotonic drin% mar%et!
BM6053 Marketing Management
-age C
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2.2
S/T AA#SS (Refer Table 2 Strength
• • •
2012
High popularity /ni#ue ecipe High product dierentiation
eakness • • •
6onservative pac%aging .o product variety "oo dependent on the
core
product
/''ortunity •
Dominant the isotonic mar%et
•
position 1Ecient distribution channel 2ncrease demand on isotonic
•
Threat •
-rice competition
drin%
Table 2 : S!"T anal#sis for 100 PLUS isotonic
2.2.1 Strength "he strength ould be this product has high popularity among the isotonic sports drin%s in the mar%et o ingapore$ Malaysia$ outh *rica and the -hilippines! Besides$ +,, -./ has its on uni#ue recipe and taste! 2t has dierentiated characteristics rom the other sot drin%s! For e4ample$ +,, -./ is a healthier sot drin% ith lo sugar as compared to the other types o sot drin%s! +,, -./ is best %non or its great rereshing taste and its main purpose in preventing dehydration! 2t also contains suEcient amount o sodium hich encourages the consumers to drin% more to #uench the body thirst! 2t has a uni#ue ormula hich combines @uids$ carbohydrates and electrolytes or #uic% and eEcient absorption o @uids into the body! 2t is an isotonic drin% that aids the body in achieving hydration and electrolyte balance in the course o one day! 2n spite o that$ +,, -./ meets the Nutritional Guidelines set by the Health -romotion Board as a healthier choice or complete hydration!
BM6053 Marketing Management
-age 7
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2012
2.2.2 eakness "he ea%ness that can be detected is that +,, -./ has a conservative pac%aging that might lose out on attracting the attention o customers as compared to competitors ith eyes catching pac%aging design hen stac%ed on shelves in retail! For e4ample the competitor product evive has a more attractive pac%aging and a younger generation approach type o pac%aging! 0ther than that$ the brand +,, -./ itsel has lo product variety ith only > types o +,, -./ product and too dependent on the core product! "his gives consumers a less choice o drin% and easily can create a niche or competitor to dierentiate their product ith +,, -./!
2.2.+ /''ortunity "he opportunity in the +,, -./ brand is that it is one o the dominant brands in the isotonic drin% in the mar%et! +,, -./ this drin% has been e4isting since +<9: and it is the oldest isotonic brand in Malaysia! 2t has been said to be dominant isotonic drin% in Malaysia! 0ther than that$ +,, -./ hich belongs to the brand F&N has been established or a long time in the mar%et! 2t has a good company system or distribution and +,, -./ can together ith this distribution chain distribute to the mar%et! "he e4isting distribution channel is established and eEcient! 0ther than that$ there is an increase demand on isotonic drin% as people are getting more health conscious! * sot drin% that is amously %nos as having high sugar content and leading to disease li%e diabetes! Hence there is an increase in the isotonic drin% mar%et demand! Noadays people also drin% isotonic drin%s hich are less sugar content than that normal sot drin%!
2.2., Threat "he main threat that +,, -./ aced is the competitive threat! Basically$ the +,, -./ brand is acing competition rom evive and 14cel brand$ hich are also brands ocused on isotonic drin% mar%ets! 2n terms o competition$ these brand
BM6053 Marketing Management
-age =
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2012
has the price advantage over +,, -./ brand! For e4ample$ +!C .itre evive isotonic drin% has a 5,8 loer pricing i compared +,, -./!
2.+
om'etition
*lthough +,,-./ ac#uired <,8 o the mar%et share o isotonic drin% in Malaysia$ there are other competitors in the mar%et as ell! "he competitors that are competing ith the +,,-./ or e4ample$ Gatorade$ hich is one o the largest brands o -epsi6o! Gatorade had ac#uired appro4imately =C8 mar%et share in the sports drin% category in the /nited tate! Besides that$ -epsi6o also developed a product called the =/p evive 2sotonic Drin% to compete ith +,,-./ at a cheaper price!
2.,
"ro*uct /3ering
F&N +,, -./ currently oers a e products that consist o i) ii) iii) iv)
2.4
+,, -./ 0riginal +,, -./ "angy "angerine +,, -./ .emon .ime +,, -./ *#tiv
5eys to Success
+,,-./ success is mainly due to the ability to produce the product that meets the consumers' need! Besides that$ the #uality and taste also meet the consumers' e4pectation and preerences! +,,-./ is also the mar%et pioneer ith its 3rst isotonic drin%s to be introduced to the Malaysian mar%et and it had gained popularity as ell as brand reputation that lead to the success o the product! 2t has become the mar%et dominance and i the +,,-./ maintains its #uality$ it can enhance customer loyalty to the brand! Aith all these advantages +,,-./ can become a pro3table company hich can sustain or the uture!
2.6
ritical ssues
+,, -./ is an e4isting business hich had reached its maturity stage! "here are some critical issues that it had to be considered in order to sustain in the mar%et
BM6053 Marketing Management
-age 9
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
•
2012
Monitoring the customer satisaction and change in taste preerences o customers so that it can develop the product to meet the customer
•
re#uirement! 6ontinuous advertising the +,, -./ brand to attract the attention o either the ne consumers or old customer! "his ill ma%e sure that the consumer ill be aare o the product all the time so that it can create a high barrier o entry or ne 3rms!
+.0
Marketing Strategy
"he essence o the mar%eting strategy o F&N on +,, -./ isotonic drin% is ocused on maintaining the brand position in the isotonic drin% mar%et! From the survey done$ +,, -./ dominates the isotonic drin% mar%et by holding up to <,8 o the mar%et share! "hus$ +,,-./ has a very strong branding among the consumers in the isotonic drin% mar%et!
+.1
Mission
"he mission o F&N 6ompany is Become a orldclass multinational enterprise providing superior returns to our shareholders$ e4cellent value or our customers and a rearding career or our employees!
+.2
Marketing /78ective
Maintain the position o +,, -./ as the top brand in the isotonic drin% mar%et!
+.+
Financial /78ective
"he 3nancial ob?ective is to increase the pro3t margin o F&N by +,8!
+.,
Target Markets
"he target mar%et o +,, -./ as initially ocused on the active sports person! Due to the cautions and aareness about healthy liestyle$ the demand o the isotonic drin% has increased! "hus$ the isotonic drin% mar%et has e4panded! +,,-./'s target mar%et ill be e4tended into this potential isotonic drin% mar%et! "he ne target mar%et ill be e4panded to travelers! Fre#uent traveling ill cause a signi3cant loss o body @uid especially those travelling by air$ BM6053 Marketing Management
-age <
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2012
thereore this increase the demand or an isotonic drin% to balance the body @uid hile travelling!
+.4 "ositioning +,, -./ is an isotonic drin% that helps to hydrate the body o an active person! F&N ill continue to cement +,, -./ position as Malaysia's no + isotonic drin% and maintaining the brand positioning in consumers' mind to choose +,,-./ hen the need to rehydrate popsup! 2ts mar%et position ill be achieved by engaging outreach programs and strong advertising and promotion!
+.6 Strategies% "he 3rst strategy involves aggressive advertising through the use o billboards and more creative displays at modern trade channels to attract consumers! Mar%eting eorts through social media$ endorsements and sponsorships$ special events$ promotion and contests are directed toards strengthening brand recognition and brand loyalty amongst consumers! F&N ill 3rst engage in an aggressive advertising through a big poster on the billboards in areas here there ill be a lot o people pass by! "his billboard ill include creative design and eye catches sight o the advertisement! 0n top o that$ creating a ebsite and a Faceboo% an page ill be part o the advertising program as ell! 6ontest or sport related competition organized by F&N +,,plus ill also be implemented! "his competition ill be or e4ample +,,plus street side : on : bas%etball match! 0ther than that$ F&N ill also commit in sponsorship toards the sports related event! *nother event is by sponsoring +,,-./ drin%s or the 2poh taral% 5,+5! "his ill encourage consumer's participation in 3tness activities and at the same time boost the consumption o +,,plus! "he second strategy is to strengthen the position o the brand +,,-./ in the consumers' mind by engaging in campaign and programs! "his to associate the brand +,, -./ ith Malaysian's passion or sports and active liestyle! For e4ample$ +,, -./ "homas 6up + Million upport 6ampaign as launched to support the Malaysian badminton team! 2n contrast ith their slogan outdo yoursel$ +,,-./ enhanced their brand activities by promoting sports such as the ootball competition under the campaign +,,-./ Football Itreme to build brand aareness and encourage consumers to remain active in sports! 2n BM6053 Marketing Management
-age +,
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2012
addition to that$ the sponsorship or hoc%ey matches under the +,,-./ "un *bdul aza% 6up ill ortiy +,,-./ position as the preerred isotonic drin% or various sports in Malaysia! "he last strategy is through brand ambassador here Aorld no + Badminton player Malaysia's Datu% .ee 6hong Aei ill be appointed as the 3rst ever brand ambassador or +,, -./ and this ill create added value to the +,,-./ brand!
+.9 Marketing mix "he +,,-./ mar%eting mi4 ill be based on the >-s hich is -rice$ -roduct$ -lace and -romotion!
+.9.1 "ricing
"he pricing ould be based on retail price!
+.9.2 "ro*uct
F&N +,,-./ has our @avored isotonic drin%s such as original$ lemon lime$ tangy tangerine and *ctiv! More @avors ill be introduced to e4tend the product's variety!
+.9.+ "lace
+,,-./
ill
be
made
available
to
reach
their
customers through supermar%ets$ convenience stores$ vending machines$ %ios% and specialty stores!
+.9., "romotion 2ncrease brand aareness through a contest$ campaign$
advertisement
and
corporate
social
responsibility!
+.: Marketing research "o generate more pro3t in the uture$ sales pattern o the product ill be monitored through database mining! etailers can use this method to 3nd hen does customer are most li%ely to respond to an oer or hen sales are the
BM6053 Marketing Management
-age ++
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2012
highest in a period! F&N ill then get eedbac% rom the retailers regarding the sales o +,,-./ in the mar%et!
,.0 Financials "his section ill give us a brie overvie about the 3nancial summary hich addresses the brea%even analysis$ sales orecast and e4pense orecast! Hoever$ e aced problems in determining the 34ed cost and variable cost or the brand +,,-./ as it is not stated clearly in the annual report! 0n top o that the cost involved all o the sot drin% category$ dairy products and other beverages manuactured by the company! "hereore$ in this 3nancial section$ e assume the cost used by the company as the cost involved in producing +,,-./ to sho ho ould the process o 3nancial orecast ould be implemented in the mar%eting plan!
,.1 )reak;even Analysis ales 2ncrease by +, percent ;ariable 6osts 2ncrease by +, percent Fi4ed 6ost emain 6ontribution Margin ales ;ariable 6osts 6ontribution Margin ratio contribution marginJsales Brea%even sales in dollars total 34ed costsJcontribution ratio ee Table $ or more clari3cation on Brea%even analysis or +,, -./
Kear 5,++ (*ctual)
Kear 5,+5 (*ssumption)
Kear 5,+: (*ssumption)
ales
M:7:==57,, ,
M>,,+><97,,
M>>,+7>9>7,
;ariable 6osts
M77,>97,,,
M=57C:>7,,
M=<<+99,7,
Fi4ed 6osts
M+:5>,:,,,
M+:5>,:,,,
M+:5>,:,,,,
6ontribution Margin
M5<==5>,,,
M:5=><7>,,,
M:7,5>7,>,,
BM6053 Marketing Management
-age +5
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2012
, 6ontribution Margin atio Brea%even ales in inggit Malaysia
,!95 M+7+>7=,=:! 5,
,!95
,!95
M+7+>7=,=:!5,
M+7+>7=,=:+!5,
Table $ : %reak&e'en anal#sis for 100 PLUS isotonic
,.2 Sales Forecast "he sales are running at M+C99!,+ million in year 5,+5 and ollo by in the year 5,+: to M+<55!9+ million! Based on the potential mar%et outlined in the Mar%eting ection o this plan$ the increasing numbers o target mar%ets ill cause the revenue o the product to increase!
,.+ Ex'ense Forecast "he e4pense orecast$ detailed in the ne4t section$ ill be used as a tool or the organization to %eep the company on target or setting mar%eting goals! "he orecast ill provide indicators hen the company is not on target and modi3cations are needed or the proper implementation o the mar%eting plan! "able > belo shos orecasted e4penses or +,, -./!
Kear 5,+5 (*ssumption)
Kear 5,+: (*ssumption)
M5,,,,
M+,,,,
*dvertisements
MC,,,,,
MC,,,,,
ponsorships
M=,,,,,
M9,,,,,
*mbassador
M+,,,,,,
M+,,,,,,
M555,,,,
M5:+,,,,
Aeb ite
"otal ales and Mar%eting 14penses
Table ( : )orecasted total sales * e+penses for 100 PLUS isotonic
BM6053 Marketing Management
-age +:
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
4.0
2012
"erformance Monitoring an* ontrols
"his mar%eting plan serves as a guide or the 3rm to perorm the mar%eting strategies to increase their sales and pro3t! * company might remain eEcient in the company structure itsel but loses its eectiveness in term o the mar%et! Hence$ the eectiveness o the mar%eting strategies has to be monitor and measure so that any negative eect can be handled and solve immediately! 2n order to monitor the perormance o the mar%eting strategies$ a e parameters are suggested to monitor the perormance o the strategies!
i<
=evenue an* Ex'enses
2n this parameter$ e ill loo% into ho the company's account ould improve rom the ne mar%eting plan! "his is important as the 3nal aim o a mar%eting plan is to increase the sales and pro3t ma4imization! "he success o the mar%eting plan ill ensure an increase in revenue! 0n top o that the company does not ish to lose control in terms o costing as ell! "hereore monitoring the e4pense account is important as to prevent operation cost to e4ceed revenues generated! 2n this section or parameter$ the monthly account is recorded and then pro?ected in a yearly account summary ater the mar%eting plan has started! "he account department ill present their revenue$ sales$ and e4pense report! From that monthly report$ the increase or the decrease o the revenue and e4penses ill be observed! "he monthly report ill combine into a #uarterly report to observe the eectiveness o the mar%eting plan in every our months!
ii<
Sales >olume Monitoring the sales volume ater the e4ecution o the mar%eting plan is
an eective ay to monitor and control the mar%eting strategies as ell! *n eective mar%eting plan ill de3nitely aect the sales volume hich increases the demand o our product! Monitoring the sales volume not only in the short run but also the long run is important as ell! "his is because BM6053 Marketing Management
-age +>
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2012
mar%eting plan ill not be eective and last orever! No matter ho good is the mar%eting plan$ it ill last or a period o time only! 0ne o the reasons is that consumer taste and in@uence changes over times! 2n the +<9,s$ advertising through television ill be very eective bac% then$ but then in this ne era$ a more eective ay o advertising ould be through the social netor%! "hrough monitoring o sales volume$ hen the sales volume has sloly dropped or decrease$ the company ould have to be alert that corrective measures have to be done! 0ne o the ays to measure this is through the report prepared by the sales department! 2t has to be reported monthly and a #uarterly report has to be done! Follo by that$ annual report o the sales volume has to be recorded and tabulate as ell to monitor the hole process! 0ther than that$ the company can also hire or outsource their sales volume monitoring program to other third party company that provides such service especially monitor through the mar%eting mi4 model (MMM)! 2 the company is at a good 3nancial status$ it is highly recommended as the MMM model is an eective ay to monitor the sales volume through regression analysis! 2t is here they ill loo% into the eectiveness o the mar%eting strategies on ho it had aected the sales volume! "hrough this method$ it ill go urther by loo%ing into dierent group! "he group o sales based on the demand$ customer loyalty and brand aareness! 0n the other hand$ the other group ould be loo%ing into the incremental o sales hich is due to the eect ater implementing the mar%eting strategies and activities!
iii<
ustomer satisfaction fee*7ack
0ther than that$ monitoring the customer satisaction toards the product is very important as ell! "his is to determine the acceptance level o the customer toards the product and their satisaction level hich ill lead to the company to ta%e corrective measures i the customer is not satis3ed ith the product! 0ne ay this can be done is get connected ith the customer through the social media and social netor%! *s the trend and groing number usage o internet and social netor%$ a company can easily get connected ith their BM6053 Marketing Management
-age +C
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2012
customers! "his can be done by setting up a an page in the current most amous social netor% namely aceboo%!com and Google -lus! "hrough this eb an page$ the current update o the product$ promotions$ and campaigns can be promoted through the an page hich is ree o charge! 0n top o that$ a discussion orum on the particular an page can be created as ell! "he orum can be done speci3cally toards the mar%eting activities being conducted and let the customer discuss and tal% about it in the orum! From there$ customer point o vie o such activities or toards the mar%eting strategy can be %non! 0ther than that$ a eedbac% orm can be done or the retailers to 3ll in so that eedbac% rom the retailers can be obtained as ell! Feedbac% rom retailer inclusive o the indirect customer eedbac% as the retail ill alays be the place here customers ill complain i anything that happen!
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"he implementation planning is very important or a company! * company might have a good mar%eting plan but i not implement ells it ill end up ailure as ell! *s a result$ a good timely implementation milestone is very important! Table , belo sho the milestones or F&N to e4ecute its mar%eting plan!
BM6053 Marketing Management
-age +7
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
BM6053 Marketing Management
2012
-age +=
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2012
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BM6053 Marketing Management
and
-age +9
J
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
4.2
2012
ontingency "lanning
2n this 3nal part o the mar%eting plan$ e included the contingency planning or the company's overall mar%eting planning to be e4ecuted! "his is here the diEculties and ris% that ould ace throughout the hole mar%eting process ill be handled! "he challenges ill halt or become an obstacle or us to move orard ith the mar%eting plan! 0n top o that e included the orst case ris% that might happen!
4.2.1 iBculties an* =isk Firstly the diEculties that the mar%ing plan ace or +,,-./ ould be the visibility or the attractiveness o the Faceboo% an page as ell as the +,,-./ ebsite! Both the eb base strategy may not receive good responds rom the customer! 0ne o the reasons may be due to Faceboo% users using Faceboo% to connect to their riends and vieing riends pro3le only! 0ther than that$ the +,,-./ ebsite may not be serving its purpose and the number o traEc o people log into +,,-./ ebsite may not be appealing! econdly is the billboard advertising has been saturated and being used up by many big companies! For +,,-./to compete and us billboard advertising$ it re#uires good negotiation s%ills ith the billboard company and this involves a higher cost! "hird ould be the most diEcult here i the price o ra material supply li%e aluminum and sugar goes up$ it ill burden the company e4penses and cost! *s in@ation is hitting the country$ the price o ood and commodities hi%ed$ the price o sugar ill also not e4empted rom that! 2 the price o both sugar and aluminum goes up dramatically$ the company may need to cut don e4pensed and cost hich ill aect the mar%eting plan!
4.2.2 orst ase =isk "he orst thing that might be happening toards the company is the ood saety issue! 2 the company product or +,,-./ are hit ith ood saety issues or e4ample detected 1coli diarrhea contributing actor in the drin%s$ it ill cause the company to lose its brand and brand loyalty! 2 such serious case ood saety issue and related to customer health eect or even causing death ater BM6053 Marketing Management
-age +<
GROUP ASSIGNMENT: Business Plan (F&N: 100 Plus)
2012
consuming the company product$ it ill destroy the hole brand itsel! No matter hat mar%eting strategy e use ill not able to attract customers toards our product! Hence$ the manuacturing process has to be e4tremely alert and aare ith ood saety issues!
BM6053 Marketing Management
-age 5,
