Marketing Plan Analysis: Introduction of Energy Tea by Dean Foods

This report presents a comprehensive marketing plan for the introduction of energy tea by Dean Foods, focusing on the UK market. It begins with an introduction to Dean Foods and the rationale for the new product, energy tea. The report identifies the target market as health-conscious consumers aged 18-45 in urban areas of the UK, and segments the market based on demographics, geographics, psychographics, and behavioral patterns. A key aspect of the plan involves competitor analysis, identifying major players such as Dairy Farmers of America and Campbell Soup Company. The report then outlines the product's positioning strategy, emphasizing its natural ingredients and health benefits, and details promotional activities including advertising, branding, and distribution channels. The conclusion summarizes the marketing plan, highlighting the product's appeal to the health-conscious consumer and suggesting a price strategy to attract a large consumer base. References to relevant sources are included to support the analysis.

Dean Foods
Marketing Plan

Table of Contents
Introduction......................................................................................................................................2
Target Market..................................................................................................................................2
Segmenting Dimensions..................................................................................................................2
1. Demographics.......................................................................................................................2
2. Geographic’s.........................................................................................................................3
3. Psychographics’....................................................................................................................3
4. Behavioral.............................................................................................................................3
Competitors Analysis.......................................................................................................................3
Product positioning..........................................................................................................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................6

Introduction
In this present paper, we will discuss the marketing plan of introducing energy tea for the
company Swiss premium tea which is owned by Dean Foods and the company produces ice tea
products. Dean foods are a public American beverage and food company which is founded in
1925. The company is specialized in dairy products. The distributors and plant of the company
are located in the United Kingdom and the United States. The company is located in thirty-five
states of America with hundred facilities (Dean Foods - Dean Foods et al., 2016).
Target Market
Our product is energy tea which is made from all natural ingredients. It is tasty, refreshing and
enriched with an appropriate amount of vitamins and other various functional ingredients which
allow the consumers to overcome from routine challenges of hectic life from cognitive and
physical perspective. The target consumers are from the age group of 18-45 years from the
United Kingdom. The citizens of UK are fizzy drinkers, and our products are suitable for them to
recover from their busy life. The beverages in the country include ready to drink teas, shots,
enhances waters, sports drinks, and energy drinks but energy tea is a new concept which attracts
a large number of consumers mainly to baby boomers who are interested in natural products.

Segmenting Dimensions
1. Demographics
The product is mainly for three diverse audiences namely, teens and students, business and
corporates, anybody who need long hours concentration and attention such as computer
operators, accountants, technicians, software programmers, auditors and others. The target age
group will be 18-45 years.
2. Geographic’s
The geographic segmentation is the urban areas of United Kingdom because there is having the
most working population who require energy drink to increase their working hours and the
energy tea helps them to be active for coping with daily demands. The natural ingredients help to
maintain their health.
3. Psychographics’
The urban population of the United Kingdom is health conscious, and lifestyle of consumers is
health for which our product is completely suitable for them. The natural ingredients of the
product attract a large number of consumers.
4. Behavioral
The urban population of the United Kingdom is more knowledgeable, and they are more health
conscious, so they positively respond to the products because of its natural ingredients (Fahy et
al., 2012).

Competitors Analysis
The major competitors of Dean Foods are dairy farmers of America, Inc., Dreyer’s Grand Ice cream
holdings, Inc., and National Dairy, LLC. The other competitors are General Mills, Inc., Campbell Soup
Company, and White wave Foods Company. The competitors provide similar dairy products, and
Campbell Soup Company is having highest price value of 9.02x whereas the Dean Foods Company has
2.40x. The dairy farmers of America are located in the United States whereas Dean Foods is located in
the United States and the United Kingdom. Dean Foods have five manufacturing plants in Netherlands,
Belgium, UK, and France whereas dairy farmers of America are located in seven geographical areas. The
dairy farmers of America lie in agriculture industry whereas Dean Foods comes under Food processing
industry. The Dean Foods have the strong manpower of 21,915 employees whereas the dairy farmers of
America have 5,000 employees worldwide (Dairy Farmers of America | Dairy Marketing Cooperative et
al., 2016). The marketing strategy of the company is to serve the best product to the community with the
innovation.
Product positioning
The product will be positioned in the market through promotional activities such as advertising,
branding with the strong distribution channels across the urban areas which are convenient
according to the target consumers. The product will be available in middle size markets, online
stores, concept stores and supermarkets. The marketing activities include online marketing
channels and magazines, corporate special events, free sampling and trade shows, mass media
advertisement, flyer distribution and social media advertisement (Wang et al., 2016).

Conclusion
The marketing plan of introducing energy tea is a new concept for which the target consumers
are from the age group of 18-45 years in the urban areas of the United Kingdom. The product is
useful in maintaining the healthy lifestyle which is preferred by working for population, and they
are interested in purchasing these types of energy drink products. The behavior of target
audience is to eat healthily and drink healthy which is included in our product. The products help
to increase the capability of individuals for working long hours with its natural ingredients. The
marketing of the product is done through corporate events, free sampling, and discount vouchers
which help to promote the products. The major competitors are dairy farmers of America, Inc.,
Dreyer's Grand Ice cream holdings, Inc., and National Dairy, LLC so the price strategy is to
introduce the product with low price which helps to attract a large number of consumers.

References
Dean Foods - Dean Foods. (2016). Deanfoods.com. Retrieved 15 October 2016, from
http://www.deanfoods.com/
Wang, X. S., Xie, Y., Jagpal, H. S., & Yeniyurt, S. (2016). Coordinating R&D, Product
Positioning, and Pricing Strategy: A Duopoly Model. Customer Needs and Solutions, 3(2), 104-
114.
Fahy, J., & Jobber, D. (2012). Foundations of marketing. McGraw-Hill Education.
Dairy Farmers of America | Dairy Marketing Cooperative. (2016). Dfamilk.com. Retrieved 15
October 2016, from http://www.dfamilk.com/