BPMM6013 MARKETING MANAGEMENT Brannigan Foods: Strategic Marketing Planning
Group Members: Kamalanathan Perisamy 820330 Rajendiraperasad Muniam 820309 Shubashini Mathyalingam 820283
Overview Characters:Bert Clar !"ice Presi#e$t Presi#e$t % Ge$eral Ma$a&er' •
(ria$t Thi)a !*irect+r +, (i)le Meal .$it' •
Claire Mace/ !*irect+r +, i$a$ce a$# Pla$$i$&' •
A$$a Ch+$& !Chie, I$$+vati+$ O2cer'
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B+ P4&h !*irect+r +, (ales % Mareti$&'
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Overview Characters:Bert Clar !"ice Presi#e$t Presi#e$t % Ge$eral Ma$a&er' •
(ria$t Thi)a !*irect+r +, (i)le Meal .$it' •
Claire Mace/ !*irect+r +, i$a$ce a$# Pla$$i$&' •
A$$a Ch+$& !Chie, I$$+vati+$ O2cer'
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B+ P4&h !*irect+r +, (ales % Mareti$&'
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I$tr+#4cti+$ Bra$$i&a$ ++#s (+4) *ivisi+$ 50 +, the 7r8s reve$4e9 reve$4e9 (tea#/ #ecli$e !3 /ears' #ivisi+$s +, sales aret share a$# )r+7tailit/ Reverse the #ecli$e - i$crease the &r+wth ac t+ 3-59 Each Ma$a&ers s4&&est #iere$t )la$ 19 I$ I$ves vesti$ ti$& & i$ the the &r+wi &r+wi$& $& sect+rs ;9 Ac Ac<4i <4iri$ ri$& & )r+#4c )r+#4ctt li$es li$es 39 I$ I$ves vesti$ ti$& & i$ i$ +r&a$ +r&a$ic ic &r+wth •
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Situational Analysis
= C8s A$al/sis COMPAN> 100 /ear le&ac/ •
RTE!?1' *r/ (+4)s @ealth/ (+4)s ast a$# si)le eals •
Cash c+w- 50 +, t+tal sales Ac<4iri$& % i$te&rati$& A$aelle8s )r+#4cts i$t+ Bra$$i&a$s )r+#4ct li$e I$creasi$& aret share / ra$# aware$ess •
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COMPETITOR Ma+r c+)etit+rs - Ge$eral Mills
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(all c+)etit+rs - R+ari$& Ca4$ ++# •
- Re# *ra&+$ ++# - Br+thers G+4ret Other c+)etit+rs - Private laelle# s+4)s which i$creases the sales t+ = •
ess shel, s)ace ,+r Bra$$i&a$
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)r+#4cts
C.(TOMER C4rre$t aret: Ba/ ++ers •
Tar&ete# &r+4): >+4$& &e$erati+$ /+4$& % w+ri$& +thers •
Tre$#s: I$$+vati+$ +, $ew av+4rs •
COABORATOR( *ecrease +, 3 i$ Bra$$i&a$8s (hel, ()ace M4st e$s4re that retailer &++#will #+es$8t ,all Retailers w+4l# a))reciate )rice c4ts that a/ ++st sales (4)erarets s+l# 6;9 +, the cate&+r/ CONTEFT Micr+: 1' P+litical a$# re&4lati+$s e$vir+$e$t ;' Ec+$+ics e$vir+$e$t 3' (+cial a$# c4lt4ral e$vir+$e$t 5' Tech$+l+&ical e$vir+$e$t Ba/ ++ers &e$erati+$ is ec+i$& +l#er •
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SWOT Analysis
STRENGTH -100 /ears i$ li$e: aret lea#er i$ hi&h aret share - hi&h ra$# aware$ess with 15 +, sales -RTE s+4)s are still c+$si#ere# as sta)le ,++# i$ the .$ite# (tates OPPORT!N"T# -New )r+#4ct i$$+vati+$ t+ i$crease sales -iaise with retailers t+ &e$erate c+$ti$4+4s s+l4ti+$ t+ +tai$ a wi$-wi$ sit4ati+$
WEANESS -(ales #ecli$e i$ )ast 3 /ears -ail4re i$ i#e$ti,/i$& s+ciet/ ehavi+r a$# tre$# -N+ i$te&rati+$ etwee$ teas! i$a$ce Mareti$&% (ales R%* (i)le Meal .$it' #4e t+ lac +, THREATc+4$icati+$ -Private laelle# )r+#4cts &r+ws which re#4ces Bra$$i&a$8s shel, s)ace availailit/ -New )r+#4ct ,r+ vari+4s c+)etit+rs -Ga) etwee$ )r+#4ct +ere# a$# c+$s4er $ee#s
Oective T+ i$crease the )r+7t a$# aret share ac t+ 3-5
Attract $ew c4st+er % i$crease c4st+er li,ec/cle +, the ra$#
E$ha$ce eisti$& )r+#4ct with i$$+vative health/ c+$ce)t
(4&&esti+$
19 I$vest i$ Gr+wi$& (ect+rs Rei$,+rce ,+rer strate&/ 4t i$crease i$veste$ts i$ the #r/ s+4) ,ast eal a$# healthier s+4)s cate&+r/9 PRO(: Cate&+ries8 #ea$# is &r+wi$& s4))+rte# / tre$# t+war#s ,ast 4t health/ eals Ca$$e# s+4) cate&+r/ is #ecli$i$& P+te$tial ra)i# aret share &r+wth #4e t+ retailer a$# c+$s4er aret stre$&th +c4se# +$ l+$& ter &r+wth •
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CON(: Cate&+ries are $+t $earl/ as lar&e as the ca$$e# s+4)s cate&+r/ (tr+$& c+)etiti+$ i$ the se&e$ts Bra$$i$&a$ ++#s is ehi$# #4e t+ c+)etit+rs8 7rst +ver a#va$ta&es •
Ear$i$& Pr+ecti+$ as )er Ti)ha8s rec+e$#ati+$ !i$ illi+$' #ear Net Sales o* Brannigan Food WW Net sales o* !S Su+di,ision -ess: .ost o* Good Sold Marketing/ R01 and Selling E2(enses Ot)er E2(enses Net Earning Broken out 3arketing and selling e2(enses Ad,ertising and Pro3otion
$%&&
$%&$ ??
$%&' Forecast J;30
$%&' Ti()a J;30
?330 3035
;?3
;13
;=5
166 5;=
163= 516
160; 50J
16;= 5;6
6;= 31=
6;? ;=
600 303
6;0 ;J3
1J
1?J
1?J
1JJ
Lith this strate&/ Bra$$i&a$8s Net ear$i$& w+4l#$t i$crease 4t will re#4ce / 5
;9 Ac4uire (roduct lines to
co3(le3ent t)e core in gro5ing sectors @ealthier a$# c+$ve$ie$t se&e$ts that have $ew av+rs PROs: Ac<4isiti+$s re)rese$t ei$& )rese$t i$ the $ew av+4r % healthier cate&+r/ P+te$tial aret share &r+wth #4e t+ retailer a$# c+$s4er aret stre$&th P+te$tial i$crease i$ sales ar+4$# 19=-39= t+ sales withi$ = /ears @+4se +, ra$#s A#va$ta&e- &et +re sel, s)ace #iere$t ra$#s9 •
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CONs: @ealth/ % Asia$ cate&+r/ #ea$#s c+4l# als+ e tar&ete# / 4si$& eisti$& li$es Ca$$ialiati+$ +$ eisti$& li$es !093-096' Bra$$i$&a$ w+4l# have t+ tae +$ #et Breaeve$ i&ht e later tha$ e)ecte# •
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Ear$i$& Pr+ecti+$ as )er Claire Mace/ rec+e$#ati+$ !i$ illi+$' #ear Net Sales o* Brannigan Food WW Net Sales o* !S Su+di,ision -ess: .ost o* Good Sold Marketing/ R01 and selling e2(enses Ot)er E2(enses Net Earning Broken out o* 3arketing and selling e2(enses Ad,ertising and Pro3otion
$%&& $%&$ $%&' $%&6 $%&7 $%&8 ?330 ?? J;30 3035 ;?3 ;13 ;J=6 ;? ;?53 166 5;=
163= 516
160; 50J
1=?0 5;;
1=3 5;;
1=0 5;3
6;= 31=
6;? ;=
600 311
600 ;?3
=JJ ;60
=?6 ;5?
1J
1?J
1J5
1J5
1J5
1J=
This strate&/ is$8t )r+7tale either si$ce Bra$$i&a$ s $et ear$i$& #ecreasi$& / avera&e ? )er /ear
39 "n,est in organic gro5t) *ro3
internally de,elo(ed ne5 (roducts T+ il the Qcash c+ws a$# s4si#ie the i$veste$t +, the Qstar )r+#4cts New av+rs I$$+vative )aca&es % New 4sa&es PROs: Bra$$i&a$8s Tra#iti+$al stre$&ths are rei$,+rce# !$ew )r+#4cts 4il# +$ Bra$$i&a$s +st )+)4lar s+4)s'9 C+$s4ers8 cha$&i$& $ee#s w+4l# e a##resse# a$# c+$s4er #esire ,+r i$$+vati+$ i$ the cate&+r/ c+4l# e serve#9 •
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CONs: Ca$$ialiati+$ +$ eisti$& li$es #4e t+ 0 cha$ce +, Bra$$i&a$ havi$& t+ tae +4t c+re )r+#4ct t+ )lace )r+#4ct i$ shel,9 I$creasi$& i$t+lera$ce +, retailers t+ ri$& i$ )r+#4cts with sh+rtter li,e-c/cles ,aili$& t+ eet sales a$# )r+7t e)ectati+$s )+ssile st+ci$& ,ees ret4r$s etc !a))r9 1000 )er ,aile# )r+#4ct' •
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Ear$i$& Pr+ecti+$ as )er A$$a Ch+$& rec+e$#ati+$ !i$ illi+$' #ear Net Sales o* Brannigan Food WW
$%&& ?330
$%&$ ??
$%&' J;30
$%&6
$%&7
3035
;?3
;13
;J=6
;?
.ost o* Good Sold
166
163=
160;
1=?0
1=3
Marketing/ R01 and selling e2(enses Ot)er E2(enses
5;=
516
5;?
5;3
51
6;=
6;?
61;
600
=JJ
Net Earning
31=
;=
;J?
;J?
;J1
Broken out o* 3arketing and selling e2(enses Ad,ertising and Pro3otion
1J
1?J
1J
1J=
1J1
Net Sales o* !S Su+di,ision -ess:
Lith this alter$ative Bra$$i&a$8s $et )r+7t w+4l#$8t i$crease 4t i$stea# #ecrease ; +$ avera&e )er
59 I$vest i$ the C+re S ;0MM areti$& t+ i$crease ra$# aware$ess9 *ecrease )rices +, the Rea#/ t+ Eat s+4)s / = ce$ts PROs: *ecli$e i$ +)erati$& i$c+e ca$ e st+))e# while sales v+l4e a$# reca)t4re +, aret share c+4l# e i$crease# av+rale i$ retailer8s view #4e t+ i$crease# sales e)ectati+$s CONs: .$certai$t/ a+4t )+ssil/ hi&her sales C4tti$& )rice i&ht l+wer the )erceive# val4e +, Bra$$i&a$ )r+#4cts
Ear$i$& Pr+ecti+$ as )er B+ P4&h rec+e$#ati+$ !i$ illi+$' #ear
$%&&
$%&$
$%&'
$%&6
$%&7
Net Sales o* Brannigan Food WW
?330
??
J;30
Net Sales o* !S Su+di,ision
3035
;?3
3;11
33J
3=6
.ost o* Good Sold
166
163=
1?66
1J6
1?J
Marketing/ R01 and selling e2(enses Ot)er E2(enses
5;=
516
55?
55?
55?
6;=
6;?
65;
?15
?==
Net Earning
31=
;=
3=6
36
516
Broken out o* 3arketing and selling e2(enses Ad,ertising and Pro3otion
1J
1?J
;0
;0
;0
-ess:
I$ this case this alter$ative sees )r+7taleU Bra$$i&a$8s ear$i$& will e i$crease #4ri$& the $et
O(tion ' -The lea#er )+siti+$ i$ the aret +li&es Bra$$i&a$ t+ i$vest i$ R%* #4e t+ the cha$&i$& tre$#s a$# $ee#s +, the aret9 -t+ i$vest i$ areti$& t+ ae the RTE s+4)s str+$& i$ the aret9
O(tion 6 -rei$,+rce the Qcash c+w +, the #ivisi+$ which are the Rea#/ t+ Eat (+4)s9 -ee) 7$a$ci$& the Q<4esti+$ ar )r+#4cts which will ec+e stars a$# ,4t4re Qcash c+ws with the wa/ the T)is 3i2 o* +ot) strategies certi9es t)e co3(anys aret is &r+wi$&9 s)ort ter3 goals and en,isions long;ter3 (ro9ts 5it) t)e in,est3ent 3ade/ since it stretc)es t)e li*e cycle o*
I)lee$tati+$ •
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I$crease R%* 4#&et ,r+ 15M t+ 1M t+ #evel+) )r+t+t/)es I$vest heavil/ i$ Mareti$& testi$& a$# la4$ch $ew )r+#4cts a4$ch *el4e G+4ret *eli li$e with ,ew av+rs a4$ch *r/ (+4) li$e with A#vertisi$& ,ew av+rs Raise Retailer ar&i$ ,+r $ew li$es / = t+ &ai$ shel, s)ace ,+r $ew )r+#4cts I$vest i$ Q@eart @ealth/ Pr++ti+$
Mareti$& Mi
5 P8s PRO*.CT I)lee$tati+$ +, .rella ra$# +, Bra$$i&a$8s s+4)s #ivisi+$ which &ives e+ti+$al val4es t+ the )r+#4cts a$# ra$#s tar&ete# #iere$t aret se&e$t •
"ari+4s )r+#4ct ra$&e that )r+vi#es vari+4s e$e7ts
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P+siti+$i$& (tatee$t: “ For people who enjoy health, easy to cook, Savoury food, Brannigan’s soup is a brand of soups that oers convenient varied, trustworthy and very good quality soups that loves custoers to enjoy eals while taking care of their health and to save tie at very copetitive prices based on its e!perience as leader in the category and its innovative products"#
PACE *istri4ti+$ are a+r c+$cer$ E$tries +, )rivate laelle# s+4)s with c+$sta$t &r+wth +, = #4e t+ )rice i$crease 3 shel, s)ace re#4ce# •
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PRICE Mai$tai$ the )rice +, RTE s+4)s Ta& hi&her )rice ,+r *eli s+4)s this will create a Q C+)r+ise Eect t+ c+$s4ers / 4il#i$& a$ i)ressi+$ +, hi&h <4alit/ )r+#4cts (hi,t c+$s4ers )re,ere$ce / &ivi$& s4)eri+rit/ +, *eli s+4)9 •
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PROMOTION -P4ll strate&/ is 4se# +$ Mass Me#ia a$# *i&ital ,+r #isc+4$ts +ers a$# )r++ti+$s -(ales +rce: :- 4st e re+r&a$ie# t+ i$crease 5 sales ear$i$&s )er /ear 1'A ;0-J0 #ivisi+$! ;0 ,arers-J0 h4$ters' t+ i$crease the search a$# ac<4isiti+$ +, $ew retail )art$ers (alaries: 1'Mi +, 7e# a$# i$crease# )erce$ta&e +, the variale )art ;' (ales ,+rce teas will e
MARKET ra&e$tati+$ a$# &r+wi$& $ew tre$#s has ca4se# a cha$&e i$ the strate&/ MI((ION Re)+siti+$ the ra$# as a$ i$$+vati+$ c+)a$/ that +w$s the lea#ershi) / i$creasi$& the li,e <4alit/ +, its MEA(.REMENT c+$s4ers9 *i&ital areti$& i)acts
ME*IA T" a# a$# s+cial e#ia MONE> 1?0 illi+$ 4#&et ,+r areti$& e)e$ses +, /ear ;013
ME((AGE Create e+ti+$al val4e
Oective •
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I$crease (ales E$&a&e C+$s4ers Oer "al4e I)r+ve Bra$# Ia&e
C+)a$/ wesite A#v % )r++ti+$#i&ital sites (+cial $etw+race++9 Twitter >+4t4e
C+$cl4si+$ •
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I, i$veste$t is #+$e i$ c+re se&e$ts +, Bra$$i&a$ ++#s as s4&&este# / B+ P4&h $et ear$i$&s i$crease 4) t+ 3 illi+$ +r 390= &r+wth /ear +$ /ear9 The sales w+4l# i$crease 4) t+ 31J6 illi+$ / ;0159 Bei$& aret lea#er i$ Rea#/ t+ Eat !RTE' se&e$t Bra$$i&a$ sh+4l# l++ ,+rwar# t+ aiie )r+7t +$ at4ri$& )r+#4ct9 Clar als+ has t+ #eci#e +$ a l+$& ter strate&/9 ++ t+ cater t+ c4st+er )re,ere$ces / #evel+)i$& $ew )r+#4cts i$ter$all/9 A##iti+$al e)e$#it4re +, ar+4$# = illi+$ i$ R % * a$# als+ a##iti+$al )r++ti+$al c+sts ,+r the $ew )r+#4cts the c+sts ca$ e et / the i$crease# )r+7ts #4e t+ the i$crease# i$veste$t i$ the c+re )r+#4cts9 This w+4l# als+ rei$,+rce Bra$$i&a$8s ia&e as a$ i$$+vat+r a$# hel) i$crease its ra$# e<4it/ a+$& c4st+ers9 As s4ch Clar w+4l# $ee# t+ a#+)t +th O)ti+$ 3 a$# O)ti+$ 5 t+ s4ccess,4ll/ satis,/ all +, his #ecisi+$ criteria9
