Brand Management – Nutrilove Assignment

Added on - 28 Dec 2019

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Brand Management – NUTRILOVE
Table of ContentsExecutive Summary.....................................................................................................................................................3PRODUCTION STRATEGY..............................................................................................................................................4PRODUCT STRATEGY....................................................................................................................................................5MARKETING MIX..........................................................................................................................................................6FINANCIAL MANAGEMENT........................................................................................................................................10CONCLUSION.............................................................................................................................................................10REFERENCES...............................................................................................................................................................12
Executive SummaryUK is a large country and over 98% of regular milk consumers make it a great marketfor dairy products. UK is not only a great consumer but also a great manufacturer in the dairyindustry with robust and state-of-the art technology for dairy farming and dairy production.The addition to the major success of the industry in the country is the super logisticprogrammes supplying the most perishable goods in the most secure facility of chilleddistribution chain to every doorstep every day. The excellent service has gained enormousconfidence and trust of consumers. The strong base of the dairy industry in the country hasraised many opportunities for export and import substitution. The secret for huge success inthe industry is the continuous determination, investment and focus. Any new player has todeal with cut throat competition from established players and innovation is the only means ofcoming up (Cornucopia Institute, 2008).There are numerous dairy farming outlets in the country. The scale of the operationsdepend on the investment capacity of the farmers and the choice of products desired by theconsumers. An extensive research suggests that the reason for success is a good animalhusbandry and not the scale of the operations. It helps in improving animal health andwelfare. UK dairy farming is internationally acclaimed for its great standards. UK dairyfarming industry is gaining many international opportunities to explore its capacities andtalent. The industry, therefore, is under reconstruction and relocating to optimise itsefficiency (Action.ciwf.org.uk, 2016).The dairy industry in UK works hand in hand with retailers, wholesalers, caterers,institutions such as hospital and schools, food processors and others. The direct delivery ofmilk to the consumers from door to door is very limited (Dairyuk.org, 2016).A major concern in the dairy farming industry in UK, has been observed to be amatter of organic vs factory farming. There is a huge defame for the milk producers in thefactory mode where animals are kept in the most miserable conditions possible. The otherfacet of the situations shows us the miserable and ruining conditions of small farmers, whosebusiness has been taken away by large producers (Action.ciwf.org.uk, 2016).The end of 2015 has brought many challenges and threats to the dairy farmingindustry in UK. The ability to maintain the sustainability of the existing players is at stake.While it is equally risky for new players to enter the market, a good innovation and robustmarketing plan with efficient supply chain can bring about the success (Dairyuk.org, 2016).
Aim-To study the market dynamics in the current times for the UK dairy farming industry, let'swork on establishing a new hypothetical brand.NAME: Nutrilove MilkUSP: Strong in nutritional value for new borns and children as it helps in maintaining theirgrowth levels.TAGLINE: The milk like mother’s lovePACKAGING:-Powder form (left) Liquid form (right)PRODUCTION STRATEGYThe major and leading brands in the UK dairy industry are not able to maintain thesustainability because of their involvement in immoral activities. The consumers today aremore educated and prefer to choose brands that are manufactured in the healthiestenvironment. The damage caused to the environment, or any element of the environment, inany manner possible is not beared by the aware consumers. The strategy formed for the newproduct, therefore, should be with a long term perspective keeping in mind the holistic andenvironment friendly approach (Harvey and Smithers, 2015).However, ithelps in producingbest and healthy food product in order to attract consumers to consume it and enhance the
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