Marketing Plan for Capilano Honey in Thailand

Capilano Honey
4/29/2018International Marketing

INTERNATIONAL MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Value Analysis.......................................................................................................................2
Market Segmentation and its Tools........................................................................................3
Macro segmentation...........................................................................................................4
Micro-Segmentation...........................................................................................................4
Challenges for Capilano Honey...........................................................................................6
Consumer profile................................................................................................................7
Positioning..............................................................................................................................7
Core Values of Capilano Honey........................................................................................7
Brand Image.......................................................................................................................7
Positioning Strategy in Thailand........................................................................................8
Positioning Map of Capilano honey...................................................................................8
Positioning Statement.........................................................................................................9
Product...................................................................................................................................9
Adaptations........................................................................................................................9
Differentiation of Product................................................................................................10
Comparison between Capilano and Big Bee....................................................................10
Price......................................................................................................................................10
The potential risk that impacts the Pricing for Market Penetration Strategy...................11
Branding and Communication.............................................................................................11
Promotion.........................................................................................................................11
Communication Strategy..................................................................................................11
Risk of Advertisement......................................................................................................11
The tagline of Advertising Campaign..............................................................................11
Making Strong Brand.......................................................................................................12
Expected Outcomes..............................................................................................................12
Conclusion................................................................................................................................12
References................................................................................................................................14

INTERNATIONAL MARKETING 2
Introduction
This report is being presented to create a marketing plan for Capilano Honey in the market of
Thailand. A marketing plan is a complete design that explains marketing advertising efforts
of a company for the upcoming time period. It elaborates the business activities engaged in
attaining a particular aim of marketing in a set time period (Luther, 2011). The marketing
plan of Capilano honey will give a brief of numerous activities of the business in the Thailand
market and will assist in attaining desired goals. Some of the important activities of business
that will be explained are Value Analysis, Market segmentation, Positioning of Capilano in
Thailand, Product, Price, Branding, and Communication.
The management of Capilano Honey are putting their efforts and hard work from last 60
years in order to reach from the lowest recognized brand to one of the top honey suppliers,
they have enjoyed a product innovation position, best practices procedures, and offering
honey with the best quality. The company is capable enough to manufacture honey products
of approx. 45,000 tonnes each year, and offering honey to around 30 countries in the world.
The company has achieved all this just due to the management and supplier’s team efforts
and hard work which comprises around 500 families of Australia of Beekeeping (Capilano
Honey, 2018). Besides having such amazing team, the company needs to deal with strong
competitors in the Thailand market like KCG Corporation Co. Ltd, Big Bee, and Fora Bee.
Value Analysis
In terms of Value Proposition Company ensures that it delivers honey of best quality to its
customers while considering their fitness and health (Capilano, 2018). The company is
concerned about attracting customers towards it.

INTERNATIONAL MARKETING 3
The company has made efforts in order be unique as compared to other companies in the
Australian market and will do the same in the Thailand market by offering products at low
cost. In order to get a position in the Thailand market company will offer high quality of
honey at less cost.
The prices of Capilano honey are low which will support it in getting the position in the
market. The company might provide honey at ฿ 377.62 to 555.42 according to the type of
honey as Capilano Honey offer a different range of honey such as Capilano Australian Forest
Honey, Capilano Australian Mountain Honey, and Capilano Natural Australian Honey.
Considering the competitor's prices, they offer products at a high rate because they claim that
their honey is of good quality.
In ancient period people use to consume honey just because of its delicious taste. In place of
sugar, people use to consume honey as the sweeter ingredient because at that time people
didn't know about sugar. Today, honey is said to be the treasure of goodness, and fitness, it
has various benefits so as Capilano Honey. It is a blend of concentrated carbohydrate
encompassing a mix of simple and composite sugars. The Capilano involve three main sugars
like Glucose, Fructose, and Sucrose. The honey is comprised of 28-36% of glucose, 36-50%
of fructose, and 0.8-15% of sucrose depending on the floral source (Capilano Honey, 2018).
Glucose – It supplies most of the effective energy to the cells of human body, as well as brain
Fructose – It is the type of sugar which is commonly found in fruits.
Sucrose – It is a normal white sugar which is extracted from sugar cane (Ancira, 2018)
Market Segmentation and its Tools
Market Segmentation is said to be a procedure of dividing a market of potential customers
into various divisions or groups centered on different features. The segments are made of