Online & Social Media Marketing

Barkers of Gerald
Author’s Name
Institutional Affiliation
Date
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Table of Contents
Executive Summary.............................................................................................................................2
Introduction to......................................................................................................................................4
Marketing Strategies............................................................................................................................4
Customer Need Analysis......................................................................................................................6
Marketing Segmentation.....................................................................................................................6
Value Proposition.................................................................................................................................7
Customer Profile..................................................................................................................................7
Product Positioning..............................................................................................................................8
Differentiation......................................................................................................................................8
Brand Positioning.................................................................................................................................9
Branding Strategy..............................................................................................................................10
Pricing.................................................................................................................................................10
Promotion: Advertising.....................................................................................................................10
Promotion: Public Relations & Publicity.........................................................................................11
Promotion: Online & Social Media Marketing...............................................................................11
Conclusion...........................................................................................................................................12
References...........................................................................................................................................12
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Introduction to
Started 48 years ago from a family of farmers, Barkers of Geraldine is a thriving business making
exotic jams, chutneys, condiments & syrups. They pride themselves in making not just food but in
providing the finishing touches which complete a meal. Barkers have been successful not only in
New Zealand but have developed in the Asian markets as well. This report proposes a marketing
plan for Barkers of Geraldine to expand further into the European Market as it is a part of their
international expansion plan.
A Low-cost, low-risk plan has been proposed in this report for selling Dessert sauces and fruit
preserves such as jams & marmalade in the city of Paris, France. More than 70% of jams,
marmalades & sauces supplied in France are intra-European exports which make producers outside
of Europe finding more opportunity in supplying bulk products. Italy & Spain are the main exporters
responsible in supplying large amounts of jams, jellies & marmalade since 2017 (Cbi, 2018). France
would be an ideal country for expansion in the European market for Barkers as France is the largest
consumer of jams and marmalades in the European continent and Paris is known for its exotic taste
and appreciation for sweet and savoury foods from crème brulee to macarons. Implementing a low-
cost, low-risk plan for the country would include exporting of jams and marmalades & dessert sauces
(Golijan and Dimitrijević, 2018). This marketing plan provides a detailed explanation of markets,
competitors, strategies, promotions required for Barkers to expand into the European market.
Marketing Strategies
The European food and agriculture industry is witnessing a rapid transformation. This industry is
engaged in developing a major contribution to the economy of Europe and specially focuses over
rural and the regional economies (Hitt, Li, and Xu, 2016). There are many food processor and
producers in European industry which are interested in understanding these changes which are taking
place in the industry to analyse where the market is heading. Barkers of Geraldine are also a part of
this industry along with its competitors like Coles.
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Barkers of Geraldine are suggested to expand its business and expand to the European market in
France. A global marketing strategy is needed by Barkers where standardised marketing elements
such as product offerings, price, promotional mix and channel structure is to be made to enter France
successfully. Also a global marketing strategy must put a lot of focus over coordination and
configuration of the value chain related activities of the organisation in the new country. The
opportunities which France has to offer is analysed here so that Barkers can select the right way to
enter the market.
Political factors: There are problems and complexities associated with politics in France. The
French Revolution in the history has created a strong demarcation between the wealthy and the poor.
There has been strict control imposed by French government even in modern times. Small companies
often get intimidated by the taxation rates exercised as per fiscal policy set by government.
Economic factors: The French economy was expected that it will also be facing bankruptcy like the
rest European countries during the Global Recessing of 2008. However government intervention is
strong in France in its financial and banking sectors. As a result it did not happen. This is extremely
attractive for Barkers as it will get support of government in any such times if it takes place in the
future.
Social factors: Economy of France does impact its social class. There are enormous disparities
among different social classes in France. Workers in France often go for strikes and there are
increased crime rates overall in the nation as well. However technology and modernisation has made
life standards better. Barkers with its focus on products like Jams and Desert sauces can be
successful if they cater to the local taste and preferences (Tian and Chen, 2018).
Technological factors: The country no doubt invests a lot in technological advancements. Barkers
can leverage on the country research and development and progress in IT platform.
Environmental factors: France is a tourist hub. The scenic beauty of the place and its historical
background has made it environment friendly for tourists and hence this makes it ideal for the
Barkers of Geraldine to choose this to expand.
Legal factors: A civil legal system which bases itself on Roman law is established in France (Furrer,
2017). There are some specific styles of organisational structure within which the company must
locate itself.
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