Marketing Plan for Mersey Valley Brand, Lion in the Cheese Industry

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Dealing with Marketing and Management
By (Name)
Name of the Course
Title of the Instructor
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MARKETING 2
Contents
MARKETING PLAN FOR MERSEY VALLEY BRAND, LION THAT IS KNOWN TO BE
OPERATING WITHIN THE CHEESE INDUSTRY.........................................................................3
Executive Summary..........................................................................................................................3
SEGMENTATION AND BRAND STRATEGY.................................................................................4
Consumer segmentation...............................................................................................................4
Primary and secondary target market.........................................................................................5
Persona and consumer journey map for the primary target market...........................................6
POSITIONING AND BRAND STRATEGY....................................................................................10
Positioning/Perpetual map........................................................................................................10
Brand strategy...........................................................................................................................10
OBJECTIVES.................................................................................................................................11
Marketing objectives attached to the business..........................................................................11
MARKETING PROGRAM.............................................................................................................11
Product development, pricing and distribution plan.................................................................11
Product mix management..........................................................................................................11
Gaps in the market.....................................................................................................................11
Product improvement opportunities..........................................................................................12
Distribution................................................................................................................................12
Pricing.......................................................................................................................................13
Integrated marketing communication plan................................................................................13
SCHEDULING, FORECASTING AND CONTROL......................................................................15
Marketing Schedule and Budget................................................................................................15
MARKETING METRICS AND CONTINGENCY..........................................................................15
Metrics that will be used to monitor the success of all the activities........................................16
Recommendations......................................................................................................................16
Appendices....................................................................................................................................17
Appendix 1: Larger volume production in 12 months...............................................................17
Appendix 2: Larger market share..............................................................................................17
References......................................................................................................................................18

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MARKETING PLAN FOR MERSEY VALLEY BRAND,
LION THAT IS KNOWN TO BE OPERATING WITHIN
THE CHEESE INDUSTRY
Executive Summary
Cheese industry has gained wide range of popularity across various personalities who are
known to be located in various regions within the Australian boundaries (Elite, Lyles and Tsang
2018). Moreover, various customers tend to use cheese products for specific purposes thus
leading to an increased demand for chees within Australia. Mersey Valley brand is an
organization that sims towards coming up with one of the best products and services within the
market platform. Moreover, it will be majorly concerned with the production and distribution of
a wide range of cheese products to its customers who will be situated with various locations
(Acedo, Barroso, Casanueva and Galán 2016). On the other hand, the organization also aims
towards employing a wide range of employees who are well versed in different sectors thus
scaling up the performance of the entire business by making it to develop a situation of providing
compettions to several other businesses who might be available within the market platform. This
marketing plan therefore aims towards covering a wide area concerning different operations that
will be perfomed by the whole business in order to reach various customers within the shortest
time possible. (Grant and Baden‐Fuller 2014). At the same time, the implementation of quite a
number of ethical considerations within the business is capable of creating reasonable boundaries
(Hodgkinson and Healey 2011).
SEGMENTATION AND BRAND STRATEGY
Consumer segmentation
The entire organization is aiming towards covering a larger number of Consumer
segmentation in order to increase the sales rate of the cheese products with an intention of

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appropriately addressing the demand that is found within the market platform, moreover, by
targeting a wide range of consumer segments clearly indicates how diverse the entire business is
going to be in terms of carrying out various operations therefore making sure that a vast range of
various personalities are well covered (Albert 2016). There are different models of segmentation
that are likely to be captured by the whole business for it to attain what it required of it. They
majorly include;
(1) Demographic segmentation- This will fully involve segmenting all the customers based
on their demographics which include various characteristics like the customers’ gender,
age and eve their level of income within the society (Fernandez‐Alles and Ramos‐
Rodríguez 2016). One of the major consumer segment that will be found at this very
stage will be adults between the age of 30 years-45years. At same time, the product will
cover both the low, medium and high income earners within the society (Bluhm, Harman,
Lee and Mitchell, 2016).
(2) Geographic segmentation- This mode of segmentation will fully rely on the use of data
that is attached to specific areas where different customers are located within the
boundaries of Australia (Gourlay 2016) Some of the consumer segments under this model
of segmentation will be those individuals who are known to be originating from the rural
parts of Australia together with the ones who are found in the urban centers (Easterby‐
Smith and Prieto 2018).
(3) Behavioral segmentation- This will enable the business to have a clear understanding of
the targeted consumer segments through their behaviors in relation to various situations
(Raby, Pater and Mackillop 2016). As a result of this, the business therefore aims towards
targeting specific group of consumer segment who are capable of implementing good

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ethical considerations in all their practices thus providing the organization with an easy
time to analyze various situations that are related to their services (Lindkvist 2015).
(4) Psychographic segmentation- This will provide one of the best opportunities for the entire
business to fully categories all its customers based on various aspects that are related to
their personalities together with their social class within the surrounding environment
(Gummesson 2016). The consumer segments that will fall under this category will be
various personalities who are fun loving thus capable of buying cheese products for
specific purposes (Van Aken 2015). Additionally, it is a product that targets to cover both
the high class and low class personalities within the surrounding society (Berry 2016).
Primary and secondary target market
Appropriate evaluation of both the primary and secondary market is always essential in
nearly each and every business since this is what provides an adequate and reliable guideline
regarding a specific type of market that should always be targeted (Tsoukas and Vladimirou
2016). In relation to the mentioned segments, there are two different segments that are known to
have the capability of fully presenting the primary and secondary target market (Fisk, Brown and
Bitner 2016). They majorly include adults together with various groups of customers to tend to
live in the rural areas.