Marketing Plan for Jalna Company

Running head: MARKETING MANAGEMENT
Marketing plan for Jalna Company
Name of the student:
Name of the university:
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MARKETING MANAGEMENT
Executive summary
Identification of the objective of maximizing the profit margin is appropriate in terms of
accumulating greater share of the dairy market of Australia. The next step is conducting the
analysis of marketing mix for the premium creamy vanilla yoghurt. This analysis would be
effective in terms of identifying the target market. After identifying health seekers and
flavour cravers as the targets, laboratory tests of the yoghurts proves beneficial. This is in
terms of assessing whether the manufactured product is appropriate for the health needs of
the customers. Upon getting positive results, the personnel of Jalna Company needs to make
plans regarding advertising and promoting the benefits of yoghurt to the customers. Using
social media for advertising would help the personnel in enhancing the trafficking of the
audience towards the brand image. Installing privacy cookies and policies in the profile
would reflect conscious approach of the personnel towards the specific tastes and preferences
of the customers. Conducting market research on bringing innovation within the yoghurt
would help Jalna Dairy Foods Ltd to stand out from the contemporary brands.

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MARKETING MANAGEMENT
Table of contents
Introduction................................................................................................................................3
Segmentation and branding strategy..........................................................................................3
Customer segmentation..........................................................................................................3
Primary and secondary target market.........................................................................................5
Customer persona...................................................................................................................9
Positioning and branding strategy........................................................................................10
Brand strategy......................................................................................................................11
Marketing objectives............................................................................................................14
Marketing program...................................................................................................................15
Product development............................................................................................................15
Distribution plan...................................................................................................................17
Integrated marketing communication plan...........................................................................17
Schedule, forecast and control.................................................................................................18
Marketing schedule and budget...........................................................................................18
Forecasting...........................................................................................................................18
Market metrics and contingency..........................................................................................19
Conclusion................................................................................................................................20
Reference list and Bibliography...............................................................................................21
Appendices...............................................................................................................................24

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Introduction
Management is necessary in terms of ensuring the efficient execution of the business
activities. Typical components of management are regulation and control, which helps in
making estimations for the time when the identified goals and objectives would be fulfilled.
All these aspects prove true for Jalna, an Australian based yoghurt Company. This
assignment attempts to prepare a one year marketing plan for the company. Focus of the
marketing plan would be on the development of marketing objectives, positioning, branding,
scheduling and forecasting.
Segmentation and branding strategy
Customer segmentation
Geographical segmentation would be appropriate in terms of assessing the freshness
and quality of the curd until it reaches to the customers. Along with this, demographic
segmentation would help the personnel in delivering the services to the close proximity to the
customers. Demographic segmentation would enhance the awareness of the company
personnel in terms of the approaches of the customers towards the produced curds. This
would include the behavioural approach of the customers, enabling support towards
improving the standards and quality of the curds.
Variable Customer
group 1
(millenials)
Customer
group 2
(baby
boomers)
Customer
group 3
(Health
seekers)
Customer
group 4
(Anti-
healthy
devotees)
Customer
group 5
(resistance
towards
desserts)
Custome
r group 6
(Limited
intake of
desserts)
Geographic
and
demographi
c variables
Transportatio
n facilities,
durability of
the premium
Maintainin
g the
quality and
originality
Freshness
of the curd
Consistenc
y in the
creaminess
Conscious
towards
gaining fat
through
Beliefs
that a
little
amount of

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MARKETING MANAGEMENT
vanilla cream
yoghurt
of the curd
till it
reaches the
curd
of the curd desserts dessert is
alright
Group
size/people
15% of the
population
Children
and
teenagers
College
students
Children
and
younger
adults
Girls School
and
college
students
Lifestyle Controlling
further
degradation in
the health
issues
Studying,
playing
Studying,
tech savvy
Playing,
studying,
surfing
internet
Studying,
conscious
about
maintaining
health and
hygiene
Takes
interest in
trying
new
things
Behavioural Seek foods,
which are
enriched in
calcium, fibre,
vitamins and
minerals
Enjoys
desserts
Emotional
,
experience
frequent
mood
swings
Lacks
control
over the
emotions
Prefers
cleanliness in
the everything
Studying,
gossiping,
surfing
net and
trying
new
things
Usage rate Low High Medium High Medium High
Loyalty
status
Medium High Medium High High High
Price
sensitivity
High Low Medium High High Medium
Preferred Shopping Relies on Grocery Any Online Online