International Marketing Management

The report discusses the marketing objectives of Amul in doing business in Australia, target markets, marketing mix strategies, and implementation plan. The report identifies two major objectives for the business viability in the Australian market and identifies the targeted segments accordingly. It is concluded that direct exporting strategy will be the most ideal entry mode strategy for Amul in entering in Australia.

Running head: INTERNATIONAL MARKETING MANAGEMENT
International marketing management
Name of the student
Name of the university
Author note

1INTERNATIONAL MARKETING MANAGEMENT
Executive summary
The aim of this report is to discuss about the marketing objectives of Amul in doing business in
Australia. This report identified two major objectives for the business viability in the Australian
market and identified the targeted segments accordingly. It is identified that younger generation
of customers are the primary targeted customers for them while the older generation is their
secondary target segments. In addition, this report also discussed the different segmentation
variables for their target segments. It is concluded that direct exporting strategy will be the most
ideal entry mode strategy for Amul in entering in Australia. A marketing mix strategy is
discussed in accordance to the identified objectives including all the four elements. The
implementation plan discussed in this report included the budget and evaluation process for
Amul in measuring the success of their marketing plan.

2INTERNATIONAL MARKETING MANAGEMENT
Table of Contents
1. Introduction..................................................................................................................................3
2. Assumptions................................................................................................................................4
2.1 SWOT analysis......................................................................................................................4
3. Marketing objectives...................................................................................................................6
3.1 Launching a new product.......................................................................................................6
3.2 New market penetration (Australia)......................................................................................7
4. Target markets.............................................................................................................................7
4.1 Target customers....................................................................................................................8
4.2 Target geography...................................................................................................................9
4.2.1 Market entry strategy....................................................................................................10
5. Marketing mix...........................................................................................................................10
5.1 Product.................................................................................................................................11
5.2 Price.....................................................................................................................................11
5.3. Place....................................................................................................................................12
5.4 Promotion............................................................................................................................13
6. Market positioning.....................................................................................................................13
7. Implementation plan..................................................................................................................14
7.1 Timeline...............................................................................................................................14
7.2 Budget..................................................................................................................................15

3INTERNATIONAL MARKETING MANAGEMENT
7.3 Evaluation process...............................................................................................................19
8. Conclusion.................................................................................................................................20
Reference.......................................................................................................................................22

4INTERNATIONAL MARKETING MANAGEMENT
1. Introduction
In the current business scenario, it is important for the contemporary business
organizations in having the flexibility of operating in the foreign locations also. This is due to the
reason that it is unviable for the contemporary business organizations to only depend on the
domestic market in the current competitive scenario. Thus, more organizations are searching for
potential markets in the foreign locations for their products and trying to enhance their global
positions (Akaka, Vargo & Lusch, 2013). This is helping them in increasing their brand value in
the global market as well as increasing the sales volume. However, it is also important to have
the proper understanding of the local market trends and patterns prior to the entry in the
particular market. This will ensure that the international marketing strategy of a particular
organization will be well aligned to that of the target market characteristics (Samiee, Chabowski
& Hult, 2015).
In the recent time, a major trend being identified of maximum number of global business
from the emerging economies. This is mainly due to the rapid development of economy of the
developing countries. Amul is the leading milk and milk products manufacturers from India and
having their presence across the world. They are founded in 1948 as a milk cooperative and
currently they are having more than 3.6 million dairy producers as their suppliers (Amul.com,
2018). In addition, they are having wide varieties of dairy products such as different chocolate
variants, ice cream and cheeses. However, they are proposing their chocolate brands for foreign
market operations due to the reason profit ratio from the chocolates is more compared to other
products (Palsule-Desai, Tirupati & Chandra, 2013). Hence, for their foreign market operations,
it is important to identify a potential country for investment.

5INTERNATIONAL MARKETING MANAGEMENT
Australia is one of the major countries where Amul is still not having their presence.
However, they will have huge market potentiality there due to the reason that it is identified that
chocolate market in Australia will grow at the rate of 7 percent till 2023
(confectionerynews.com, 2018). This growth is mainly driven by the high demand for dairy
based products. It is also identified that milk chocolate is the largest revenue generator in the
Australian scenario and Amul is having wide variety of milk chocolates. Australia is having huge
number of immigrants from South Asian regions, which will be an added advantage for Amul in
operating in Australia (confectionerynews.com, 2018). This report will discuss about the
marketing approach of Amul in doing business in Australia on basis of a few assumptions. In
addition, this report will also discuss about the target market strategy in Australia along with the
marketing mix strategies. The implementation plan for the marketing strategy will also be
discussed and evaluated in this report.
2. Assumptions
This international marketing plan will be based on a few assumptions, which will include:
 Amul is having their business objective for global expansion.
 Amul is having the flexibility and market adaptation strategy to tap the foreign markets.
 Amul is having the expertise in terms of capital and infrastructural support for the foreign
market operations.
 Analysis and evaluation to be done in this report will provide only the overall view and
not exact estimates.
2.1 SWOT analysis
Strengths  Amul is having favorable brand equity in their existing markets. This will

6INTERNATIONAL MARKETING MANAGEMENT
help them to push their sales in the new markets (Jhunjhunwala, 2014).
 Amul is a billion dollar brand and this is having the access to larger
financial sources (Prasad & Satsangi, 2013).
 High diversity of products will help them to tap different customer
segments in the further stage.
 They are already having presence in different foreign markets. Thus, they
will not find difficult to operate in Australia.
Weaknesses  Amul is not having manufacturing facilities in any foreign locations.
Thus, they are entirely depended on exporting (Gandhi, 2014).
 Having lower brand value compared to global chocolate brands such as
Mars in the international market.
 Sourcing milk in cooperative basis will be difficult to implement in
foreign locations (Nisa, 2015).
Opportunities  Chocolate market of Australia is estimated to increase in the next few
years.
 Diversified product portfolio of Amul will also ensure to tap the growing
opportunities in different other markets (Deepak, 2014).
 Amul is having the opportunity of position itself as a social media by
uplifting the social economy by means of cooperation (Khare, 2014).
Threats  Emergence of new Australia based competitors will pose threat to Amul
(Llamas & Jomo, 2018).
 Emergence of economic recession will further create challenge for Amul
in their foreign business.

7INTERNATIONAL MARKETING MANAGEMENT
 Rapid change in the taste and preference pattern of the customers will
pose threat for Amul to change their product strategy.
3. Marketing objectives
The two major marketing objectives for Amul being identified are the launching a new
product line in the new market and penetrating in the new market further. Both these marketing
objectives are being designed in accordance to the goal of effective market presence in Australia
(Chang, Hu & Hong, 2013). The following sections will discuss about both these objectives
using the SMART concept.
3.1 Launching a new product
Launching a new product is the most critical in developing the foreign business. This is
due to the reason that market oriented products should be introduced for the particular foreign
market to meet the local taste and preference pattern (Gruner, Homburg & Lukas, 2014). In this
case, Amul should launch new brand of milk chocolates including some chocolates with fruit
blends and flavor. This is due to the reason that fruit blended chocolates are popular in the
Australian market.
 Specific: It is estimated that the new product line to be launched in Australia will
contribute 5 percent of the total revenue of Amul in the first year.
 Measurable: It will be measured by the determination of market coverage of the new
products in the Australian market.
 Attainable: Demand for chocolates is on rise in the Australian market.

8INTERNATIONAL MARKETING MANAGEMENT
 Realistic: Amul is having their presence in India for more than 50 years and have few
years of experience of operating in the foreign markets.
 Timeframe: It is targeted that this objective will be achieved in the next 1 year.
3.2 New market penetration (Australia)
Market penetration is also important for the foreign business operations for Amul. This is
due to the reason that the more will be the extent of market penetration for them, the more will
be the market potentiality for the new products (Grilli & Murtinu, 2014). It is targeted that 10
percent of the Australian market will be covered in the first year.
 Specific: The target market will be covered by about 10 percent. This portion will ensure
the viability for Amul in the initial stage.
 Measurable: The performance will be measured by calculating brand visibility and
distribution in different locations of Australia.
 Attainable: Australian market is having enough business scope for the new brands in the
chocolate and confectionary sector.
 Realistic: Amul is having the experience of initiating foreign business in different
countries already.
 Timeframe: It is targeted that 10 percent of the Australian market will be achieved within
the 1 year.
4. Target markets
Identification of target market is important in the international marketing plan. This is
due to the reason that Amul will target a particular customer segment and will cater to their
respective expectations. Thus, effective identification of the target market will help Amul in

9INTERNATIONAL MARKETING MANAGEMENT
having the proper understanding of the taste and preference pattern of the target customers. This
will help Amul to design their product strategy accordingly (Aghdaie & Alimardani, 2015). The
major value proposition of Amul in targeting the customers will be the wholly milk based
chocolates without the use of any chemicals and artificial agents. This will help in positioning
themselves as a more organic alternative to the conventional substitutes. However, it is also
important for them to segregate the target customers in the basis of different traits, which will be
discussed in the following sections.
4.1 Target customers
Variables Characteristics
Demographic  Age groups between 7 and 20 will be targeted. This is due to the
facts that younger aged customers will be more preferable towards
the chocolate products. In addition, the elderly age groups will be
targeted as the secondary target group for further market
penetration (Azar, 2014).
 Customers across different price levels will be targeted by diverse
offerings of Amul.
 Both male and female will be targeted.
Behavioral  Customers searching for quality and chemical free chocolates at
affordable price will be targeted.
 Expecting sweeter taste from the chocolates compared to the dark
ones.
 Frequent customers will be more targeted over the single time users

10INTERNATIONAL MARKETING MANAGEMENT
(Bunduchi, 2013).
Psychographic  Preferences for chocolate products without having health issues.
 More preferable for the milk chocolates.
 Value for money seeking customers.
Geographic  In the initial stage, Tier I cities of Australia will be targeted for
gaining the infrastructural advantages (Chakrabarti & Mitchell,
2013).
 Areas with having major South Asian immigrants.
 Urban settings for the customers.
4.2 Target geography
Determination of the target geography is also important as the target customers due to the
reason that it helps in identifying the trends and patterns of the target markets. In this report
target geography analysis of Australia is being done on the basis of secondary research.
However, it is preferable that primary research will help more effectively in determining the
local market trend (Clark, Li & Shepherd, 2018). It is identified that Australia is one of most
populous countries in the world and it is rapidly increasing in the recent time. This denotes that
Amul is having favorable market opportunities in doing business in Australia. This coupled with
the above identification of increasing opportunities for the chocolate industry is further proving
the viability of doing business in Australia. However, it should also be noted that Australia is
already having a good number of global and national chocolate brands operating. Thus, it may
get difficult for Amul to get the desired foothold in the new market (Shipley et al., 2013).

11INTERNATIONAL MARKETING MANAGEMENT
4.2.1 Market entry strategy
Based on the above analysis of the business potentiality in Australia and competencies of
Amul, it is recommended that they should initiate direct exporting strategy in the initial stage and
licensing technique in the following period. This is due to the reason that Amul is already having
experience of direct exporting to different countries (Gubik & Karajz, 2014). Thus, it will be
beneficial for them if they follow the known route in the initial stage of operation in the
Australian market. In addition, initiation of the direct exporting model in the initial stage will
help Amul to have lower level of risk of investment and they will be able to determine the
market opportunity for their products In the Australian market prior to further investment. Direct
exporting will also enable Amul to reduce the cost of intermediaries in the entire process and can
offer their products at most competitive prices (Bernard, Grazzi & Tomasi, 2015).
It is also suggested that in the further stage of Australian operation of Amul, licensing
strategy should be initiated. This refers to the strategy of appointing a local partner for the
manufacturing purposes. This will help Amul to have the local manufacturing facility in
Australia without having the requirement of huge investments (Laufs & Schwens, 2014).
Furthermore, Amul will be able to reduce their product cost by localizing the manufacturing
components and offering more customized products according to the local market trend and
preference pattern. Thus, Amul will have their physical presence and manufacturing facilities in
the Australian region.
5. Marketing mix
Determination of the marketing mix strategies is important for Amul due to the reason
that the effective implementation of the elements of marketing mix will help them to have

12INTERNATIONAL MARKETING MANAGEMENT
holistic approach of marketing approach. The following sections will discuss about the 4
elements of marketing mix in accordance to the indentified business factors of doing business in
Australia.
5.1 Product
Amul is recommended that they should have diverse product offerings in doing business
in Australia. This is due to the reason Australia is having different customer segments with
preferences for different kind of chocolates. Thus, offering diverse flavors and variants will help
them to target the major customer segments. These variants will include dark chocolates to milk
chocolates. In addition, it is also recommended that the market adaptation strategy should also be
followed by them over product standardization (Wei, Samiee & Lee, 2014). This is due to the
reason taste and preference pattern of the Australian customers are different to that of the Indian
customers. Hence, the products should be developed in accordance to the local market
preferences. On the other hand, it is also recommended that Amul should not introduce end
products rather than they should also have complementary products such as chocolate sauce also
(Dubuisson-Quellier, 2013). This will help them to enhance the utility of their product portfolio
and increasing the target customers.
5.2 Price
Pricing decision is also important in the marketing mix strategy due to the reason that it
will determine the attractiveness of the product to the customers along with justifying the value
proposition. It is recommended that Amul should initiate market penetration pricing strategy in
their Australian operation. This is due to the reason that initiation of the market penetration
pricing strategy will help Amul to cover the maximum market portions and have more sales

13INTERNATIONAL MARKETING MANAGEMENT
volume. In the initial stage of operation, it is important for Amul to have the maximum market
exposure and penetration, which can be made possible by the initiation of the market penetration
pricing strategy (Danziger, Hadar & Morwitz, 214). On the other hand, it should also be noted
that there are number of premium chocolate brands operating in the Australian market and
market scope is also low. Amul is also established as a mass market brand in India and other
foreign markets. Thus, premium pricing strategy will not be effective for the business approach
of Amul.
5.3. Place
Place determines the distribution strategy of the business organizations and the extent to
which the products are made available in the market. It is recommended that Amul should follow
extensive distribution strategy for their chocolate products due to the reason that this strategy
will made their products available in major market regions. Extensive distribution strategy refers
to the process of making the products available to maximum outlets as possible. Thus, this
strategy will ensure that Amul is having maximum market visibility for their chocolates in the
Australian market. On the other hand, it should be noted that Amul will have mass market
products and thus exclusive distribution strategy will not be effective enough for them (Zenti et
al., 2014). Extensive distribution strategy will also ensure that customers will have the access to
the chocolates of Amul across different stores variants ranging from hyper market to
convenience stores. On the other hand, online medium will also be used by Amul in their
distribution strategy. This will include availability of the products of Amul in the online
marketplaces. It will help Amul to have lower intensity of geographical barriers and can virtually
cover the entire Australian region.

14INTERNATIONAL MARKETING MANAGEMENT
5.4 Promotion
It is recommended that Amul should initiate the Omni Channel promotional strategy in
their business. This will include introduction of both online and offline based promotional
activities. In case of the offline promotional mediums, print and television media will be used to
target the maximum sets of customers. It is also recommended that Amul should have market
adaptation strategy for their television commercials. This is due to the reason that if the cultural
aspects of the Australian customers can be effectively maintained in the television commercial,
then the brand recall value for Amul will be more. In terms of the online promotional activities,
social media marketing will be extensively used to determine the change in the local market
trends and patterns. Initiation of the social media marketing strategy will also ensure that Amul
will be able to identify the feedbacks of the customers regarding their products (Cook, 2014).
The promotional strategy of Amul should also include the sales promotion, which will enable the
potential customers to have the experience about the new products being launched in the
Australian market. Initiation of the Omni Channel promotional strategy will help Amul to have
the holistic approach.
6. Market positioning
Determination of market positioning is also important for Amul due to the reason that
competition is high in the Australian market and it is the unique positioning of them among all
the competitors that will help in gaining competitiveness. It is recommended that Amul should
position their chocolates as affordable alternatives to the premium organic and chemical free
chocolates. It is identified that majority of the competitors are offering same quality at the same
price points and thus offering more value at same price point will help Amul to have unique

15INTERNATIONAL MARKETING MANAGEMENT
positioning in the market. It is suggested that Amul should position their brand as a value for
money with providing the maximum value to the customers at the particular price points (Mitani,
2014). It is identified that in the Australian market, majority of the premium chocolate brands are
offering larger variants and not the mass market manufacturers. This can also be a source of
gaining competitive advantages for Amul due to the reason that Amul should position their
products as more variants in the market with affordable price.
It is earlier discussed that Amul operates on the basis of cooperative in sourcing their raw
materials. Thus, if the same strategy can be implemented in the Australian region also, then it
will beneficial for them to position their products as a purely Australian made product. In
Australia, products with having the advantages of Australian made and grown are having more
preferences among the customers. Thus, this can also act as another positioning factor for Amul.
It is stated that the positioning statement of Amul in Australia will be “Affordable quality”. This
denotes that the products of Amul will be positioned as quality products in affordable price.
7. Implementation plan
In the global marketing plan, implementation plan is important to design the activities for
effective implementation of the discussed strategies. This will include setting the timeline for
implementing different activities, calculating budget and reporting approach.
7.1 Timeline
Timeline for implementation plan for Amul is discussed in this report for the 12 months
period. This is due to the reason that marketing objectives discussed in this report are stated for 1
year.

16INTERNATIONAL MARKETING MANAGEMENT
7.2 Budget
The budgetary considerations for Amul will include different elements such as
investment in developing new products and developing the infrastructural requirements for the
new market development. The considerations for promotional activities are also being included
in the budget for Amul.
Task Name Duratio
n Start Finish Resource Names Cost
Market entry
implementation plan
410
days
Mon
11/26/18
Fri
6/19/20
$1,653,600.0
0

17INTERNATIONAL MARKETING MANAGEMENT
1.0 Market definition 65 days Mon
11/26/18
Fri
2/22/19 $134,000.00
1.1 Examining the market
for target consumers 30 days Mon
11/26/18
Fri
1/4/19 Marketing team $60,000.00
1.2 Examine research gap 10 days Mon
1/7/19
Fri
1/18/19
Marketing team ,Project
Manager $26,000.00
1.3 Draft the findings 15 days Mon
1/21/19
Fri
2/8/19 Marketing team $30,000.00
1.4 Discuss with the
stakeholders and make
amendments
10 days Mon
2/11/19
Fri
2/22/19
Project Board ,Project
Manager $18,000.00
1.5 Milestone 1: Market
defined 0 days Fri
2/22/19
Fri
2/22/19 $0.00
2.0 Perform market
analysis 57 days Mon
2/25/19
Tue
5/14/19 $392,000.00
2.1 Conduct analysis of
the market economy ,
forecasted demand,
potential entry barriers and
competitors
25 days Mon
2/25/19
Fri
3/29/19
Finance Team ,Technical
team $240,000.00
2.2 Record the findings in
a draft 7 days Mon
4/1/19
Tue
4/9/19
Finance
Team ,Operations Team $22,400.00
2.3 Stakeholders meeting 12 days Wed
4/10/19
Thu
4/25/19
Finance Team ,Project
Board ,Project Manager,
Operations Team
$60,000.00

18INTERNATIONAL MARKETING MANAGEMENT
2.4 Strategic initiatives 10 days Fri
4/26/19
Thu
5/9/19
Finance Team ,Marketing
team ,Project
Board ,Project Manager
$54,000.00
2.5 Draft the strategic
initiative 3 days Fri
5/10/19
Tue
5/14/19
Finance Team ,Marketing
team ,Operations Team $15,600.00
2.6 Milestone: Market
analysis performed 0 days Tue
5/14/19
Tue
5/14/19 $0.00
3.0 New market
development 90 days Wed
5/15/19
Tue
9/17/19 $164,000.00
3.1 Build logistics for
export 40 days Wed
5/15/19
Tue
7/9/19 Operations Team $64,000.00
3.2 Brand marketing 20 days Wed
7/10/19
Tue
8/6/19 $40,000.00
3.2.1 Creative
development 20 days Wed
7/10/19
Tue
8/6/19 Marketing team $40,000.00
3.2.2 Media planning 30 days Wed
8/7/19
Tue
9/17/19 Marketing team $60,000.00
3.3 Milestone 3:New
market developed 0 days Tue
9/17/19
Tue
9/17/19 $0.00
4.0 Product marketing 64 days Wed
9/18/19
Mon
12/16/1
9
$509,200.00
4.1 Test marketing 7 days Wed
9/18/19
Thu
9/26/19 Marketing team $14,000.00
4.2 Social media 35 days Fri Thu Marketing $350,000.00

19INTERNATIONAL MARKETING MANAGEMENT
promotions 9/27/19 11/14/1
9 team ,Technical team
4.3 Road shows and
events 7 days Fri
11/15/19
Mon
11/25/1
9
Marketing
team ,Operations Team $25,200.00
4.4 Feedback analysis 15 days Tue
11/26/19
Mon
12/16/1
9
Technical team $120,000.00
4.5 Milestone 4: Product
analyzed 0 days Mon
12/16/19
Mon
12/16/1
9
$0.00
5.0 Market research 67 days Tue
12/17/19
Wed
3/18/20 $372,600.00
5.1 Conduct survey 30 days Tue
12/17/19
Mon
1/27/20
Marketing team ,Human
resource Team $84,000.00
5.2 Analyze data 15 days Tue
1/28/20
Mon
2/17/20 Technical team $120,000.00
5.3 Draft the findings 5 days Tue
2/18/20
Mon
2/24/20 Technical team $40,000.00
5.4 Discuss with the
stakeholders 7 days Tue
2/25/20
Wed
3/4/20
Finance Team ,Human
resource
Team ,Marketing
team ,Operations
Team ,Project
Board ,Project
Manager,Technical team
$110,600.00

20INTERNATIONAL MARKETING MANAGEMENT
5.5 Develop suitable
strategies 10 days Thu
3/5/20
Wed
3/18/20
Project Board ,Project
Manager $18,000.00
5.6 Milestone 5: Market
research completed 0 days Wed
3/18/20
Wed
3/18/20 $0.00
6.0 Closure phase 67 days Thu
3/19/20
Fri
6/19/20 $81,800.00
6.1 Product launch 7 days Thu
3/19/20
Fri
3/27/20
Human resource
Team ,Project Manager $9,800.00
6.2 Analyse the
performance 30 days Mon
3/30/20
Fri
5/8/20 Project Manager $18,000.00
6.3 Make changes if
necessary 15 days Mon
5/11/20
Fri
5/29/20
Project Board ,Project
Manager $27,000.00
6.4 Develop new
strategies for further
expansion
15 days Mon
6/1/20
Fri
6/19/20
Project Board ,Project
Manager $27,000.00
6.5 Milestone 6: Project
completed 0 days Fri
6/19/20
Fri
6/19/20 $0.00
7.3 Evaluation process
A few key performance indicators will be used for measuring and evaluating the success
of the marketing plan. These key performance indicators will be the rate of new customer
acquisitions, rate of revenue generation, customer satisfaction level and financial position of the
organization.

21INTERNATIONAL MARKETING MANAGEMENT
KPIs Analysis
New customer
acquisitions
It will help in determining the effectiveness of the marketing plan in
attracting new customers in the business.
Revenue generations It will help to determine the increase in the revenue after the
implementation of the marketing plan..
Customer satisfaction
level
It will help to determine the level of satisfaction among the
customers after considering their expectations in the marketing plan.
Financial position It will help in determining the profitability of Amul from their
Australian operation along with their viability.
8. Conclusion
This report concludes that the major objectives for Amul in doing business in Australia is
to launch a new product specifically for the Australian market and penetrate in the market. In
addition, this report also identified the potential target segments for Amul in Australia. It is
identified that younger age groups will be the primary target segments for them while the elderly
customers will be their secondary target groups. The marketing mix strategies discussed in this
report are in accordance to the marketing objectives and trends of target customers. All the major
four elements are being discussed and strategies are being recommended to achieve the stated
marketing objectives. This report also concluded that Amul should position their products as a
more value for money in the Australian market and they should also position their products as
mass market items. The implementation plan discussed in this report will help Amul effectively
allocate funds in different marketing activities and evaluating the success of implementation. In
the implementation plan, a few key performance indicators are being identified for Amul that

22INTERNATIONAL MARKETING MANAGEMENT
should be implemented by them to determine the performance of the marketing plan. The budget
estimated in this report is based on hypothetical data and it will provide a rough over view of the
fund allocation. Thus, in the real world situation, changes may be identified in terms of value.

23INTERNATIONAL MARKETING MANAGEMENT
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