Marketing Report on Dunbia: Global Market and Strategies Analysis

This marketing report provides a comprehensive analysis of Dunbia, a U.K.-based food product company specializing in red meats. The report delves into Dunbia's background, highlighting its focus on innovation, strategic partnerships, and customer-centric approach. It examines the company's marketing strategies, including brand recognition, identity, positioning, personality, and affinity. The report analyzes how Dunbia has established itself as a market leader through its commitment to quality, competitive pricing, and customer satisfaction. Furthermore, it explores Dunbia's global market strategies and its efforts to maintain and increase its market share through product innovation and strategic alliances. The report emphasizes the importance of brand building and the key elements that contribute to a strong brand presence in the market.

MARKETING
Table of Contents
MARKETING...........................................................................................................................................1
BACKGROUND.......................................................................................................................................3
MARKETING REPORT.............................................................................................................................4
Global market and Market strategies of Dunbia...............................................................................7
Marketing Mix: ...............................................................................................................................8
CONCLUSION.........................................................................................................................................8
REFERENCES..........................................................................................................................................9

BACKGROUND
Dunbia is a U.K. based food product company. It was founded in the year 1976
headquartered in Northern Ireland. The company deal in red meats product. It manufactures
products: beef, lamb and pork product for retailers and commercial purpose. It entertains
market position by providing continuous innovation in the product and processes. Since
innovation is demand of current world scenario. The product are derived by the innovation
and improvement demanded by the customer. Dunbia has understood this very well and
framed all the upcoming activities accordingly. In 2016 Dunbia announced its strategy of
retaining it marketing share by investing a large amount on innovation. In order to increase
the current market share the firm is focusing on modifying its existing product so that more
values could be deliver to the customer (Batt, 2013). Dunbia is a company which is driven by
entrepreneurial vision and innovation at each functional area. With this objective to achieve,
overall direction of the company is designed in the way that should contribute in innovation
of not only products but process also. It is not the product that differentiates the company
from competitor it is the ways of delivering the product to customer also differentiate from
competitor. To establish company as a driver of innovation its strategies are align to push the
overall organisation towards innovation. Dunbia believes in to be a supplier of choice. To be
a supplier of choice by its retailer they are providing quality product at very competitive
prices which makes customer happy. Since the market is driven by innovation which is
leaded by the consumer behaviour, company focusing on innovation with competitive so that
it delight customer hence customer by the quality of the product makes choice of Dunbia .
The best way to promote company is to spread mouth publicity about product and company.
Since existing customer receives product with better quality and prices they spread good
news and views about the product which interest people to know about the product and later
on about company also. To make its marketing position more strong and powerful the
company has also entered into the strategic partnership with its competitor Dawn. This
strategic partnership will give the benefit of large customer base as well as advantage of the
supply chain management (Baker, 2014). The overall strategy of the company is to do
innovation and change on a regular basis. With this aim the company has invested a large
amount on the innovation and improvement. By making its product line more strong it is
providing a variety of products to its customer hence proving itself as “Supplier of choice”.
MARKETING REPORT
Each company aim is to become market leader in its respective market. It is not an
easy task to become market leader. It requires great marketing efforts and strategies to be
done by the company. To become a leader the firm first needs to make itself a brand. In order
to become a brand the firm may establish its product as brand or may establish itself as a
brand. The company name and product could be different hence it depends on the company
that what becomes the brand product or company name. There are many factors that
contribute towards the brand building (Babin and Zikmund, 2015). These factors are essential

to convert a product into brand. These activities are performed by the marketing team.
Following are the key element that affects the brand building:
1. Brand Recognition: Brand recognition refers to the ability of the company by which
a customer differentiates companies’ products from its competitor. These are symbols,
design, logo or packaging of the product. It is measured by the customer ability of
identifying the company’s product by viewing its logo/symbol/tagline. Brand
recognition is an important for the organisation because it provides competitive
advantage as well as it helps customer to recognize the product of the company. A
poor brand recognition result into to lower sales turnover, duplication of product and a
low brand recognition among competitor. Since customer do not recognize the
company products so that opt for another product. This may happen due to that
customer may not remember the product. To eliminate this issue the company should
do regular marketing activities so that the customer remembers the company product.
The company should marketing activities to promote its products. There should be
focus on ATL and BTL branding by the company so that the firm could enjoy the
high brand recognition (Durand and Barlow, 2012). ATL branding should be done to
deliver the messages to masses. ATL is helpful in creating high brand visibility and
hence customer recognizes the company because of its advertising efforts. This
branding is required to gain attention of the customer and create an interest and
likings for the company products. On the BTL branding are required to converting the
interest of the consumer into sales. BTL branding is done at a very small area which is
aimed at boosting sales. The Dunbia is focused on doing ATL branding so that it
could interest it customer and Run BTL branding activities at their Retails stores.
2. Brand Identity: Brand identity is the method that a company chooses to how it
should look and perceive by the customer through its various marketing efforts. It
deals with how communication should take place between company and its
customers. How a company make itself to look it brand identity. It involves the
activities like choosing the colour of the company logo, its colour, tagline etc. This
gives a unified message to the customer hence create a distinct identity in the mind of
the customer. This is done by the various tools of the marketing. Each colour
combination, tag line and design creates a perception in customer mind about
company. By keeping this in mind the company should design its brand identity as
accordance how it wants to be perceive by the customer (Jones and Rowley, 2011).
The logo of Dunbia is of red colour which attracts the customer. Red colour is visible
even from a long distance and this colour attracts more when it put with other colours.
Since this colour is choose with an aim to attract the customer. The company deals in
many products and has also created sub-brands as well. All these sub-brands logos are
a perfect blend of light colour and green colours. So this is a strategy to appeal the
customer by attracting them with a light colour combination so that customer could
wait for the more details about the products. This colour combination is also done to
promote their farming products. The tagline of the company is of 2 words that is

“Naturally better” is focusing and delivering the message that company delivers
quality products which are natural and energetic.
3. Brand Positioning: Brand positioning is refers to that place in the customer mind
which is captured by the company. It is a very important term as this specifies that
what certain values or quality a customer attaches to a brand. This means what
position a brand gain in the market by its overall communication to the customer as
well as the quality of the product. Some position of brand is: Low cost brand, High
quality product, innovators etc. As stated earlier Dunbia is investing huge amount in
the innovation of product and processes (Ogunmokun and Tang, 2012). To deliver
this firm has also taken some strategic decision as well. From last 40 years firm has
successfully launched itself in various other location. Each and every place it has
delivered the same message to its customer. The firm understand the change in the
local as well as global market and deal according. Today is the time to innovation
hence firm is focusing on doing innovation and improvement in its product and
process Since Dunbia is a market leader in the food product industry it has positioned
itself as a quality oriented firm which promotes innovation to provide better quality to
its customer at very competitive price. The overall focus of the company is to on
innovation so this has resulted into that customer is now expects improvement in its
product on a continuous basis with the up gradation in quality of the product. So the
company has established itself a brand of innovation. Through it strategic partnership
it is increasing its customer base so that it could deliver the better product. The
position in the customer mind about the brand is that Dunbia is customer centric
company which keeps its customer happy by doing continuous innovation and
improvements.
4. Brand personality: Brand personality is refers to the stage of brand building where
customer attaches some specific traits to the brand. These traits create an overall
personality of the brand. This emphasises on the traits required by brand to attract a
certain market segment. Personality in normal terms means the traits that a human
being posses with itself. These personality traits hep that person to become more
famous among the people. Since these personality traits attracts certain group of
people that is why a person is being appreciated by the people who admire these traits
and sometime also faces the criticism as well (Diana, 2013). On the same way each
brand needs to have some traits so that it could attract its target customer base. These
traits should be perceived by the customer in the same manner. Few brand traits are
Sincerity, excitement, competence etc. Dunbia is a company which is in the market
from last 40 years and enjoys the position of market leader. The personality of the
Dunbia is very attractive and trustworthy in the market. It is considered as the sincere
organisation by not only its customer but also by many industry associations. The
company has won many certificates and awards by various organisations. This shows
that company is very transparent and honest in its functioning. The customer sees the
company as the organisation which is very down to earth and is very keen in learning
new things and changes. Another personality trait is that the company has competence

towards it quality benchmark. It never comprises on the quality and delivers what they
promise to its stakeholders. The company has never gone through with the poor
quality complaint by the customer (Papasolomou and Melanthiou, 2012). It has
successfully managed its competence in last 40 years.
5. Brand affinity: This term could be understand by the level of customer loyalty that a
company posses with itself. This is the highest level of customer loyalty and
relationship between customer and the company. The term brand affinity is could be
describe as the situation where both customer and company shares same values and
create a strong bond of relationship which is unbreakable. Unlike other branding
practices this is very hard place to achieve by the branding tools. All other thing can
be achieved by the marketing strategy and branding tools but this stage is gained by
consistently delivering the high quality to the customer with all integrity and
competence. It requires a lot of efforts to create brand affinity. This stage is achieved
by the overall efforts of organisation to make customer happy. To create brand
affinity the company needs delight it customer by it product and process. A satisfy
customer remain only a customer of the company but a delighted customer becomes
the loyal customer of the company. This is not done by the quality product alone the
firm needs to overall all efforts. It should do the efforts in 360 degree angle. Apart
from the product the overall services of the company should deliver the quality. It
includes efficient billing management, Feedback forum, CSR policy and efficient
customer grievance cell and customer support at all time (Annie Jin, 2012). Dunbia is
a company which enjoys high brand affinity due to its high quality products and
efficient services.
Global market and Market strategies of Dunbia
Dunbia is a multinational company which run it operation at multiple locations across
the world. Since global market is an easy to expand the business it comes with lots of
difficulties as well. The major difficulties are that each nation has its own beliefs and customs
and Dunbia needs to works according to that. The culture shift in each and every nation
which makes it hard to work at different location. One of the major contributors is local
competitor. Since Dunbia is a global firm it has always faced challenge when they expand
their operation in different nations. It always made different marketing strategies for each
location where they expand the business. The marketing mix strategies are modified in
accordance with the requirement of the particular region.
1. Product: It is one of the P’s of the marketing strategies. It is also the reason of the
existence of the business. Product is the physical good or services that are offers
to customer at a given price. Since Dunbia deals in the food product which is a
highly quality sensitive industry. Since each country has its own climate condition
and people beliefs it is not possible that a single would serve the all-purpose. For
this need the company has launched various sub brands of its product. The
suitability of these sub brands depends upon the requirement of that region. Since

these sub brands are specific needs which are target to niche market the company
promote the product which delivers the high quality to its customer (Balmer, Liao
and Wang, 2010). The company also makes the product according to the needs of
the market if possible and the company has a enough market to give business to
Dunbia. In this the company usually follow standardization policy and offers the
same to its customer of different region. The more variety to the customer the
more customers are likely to visit to the store to have knowledge about product
and its quality parameter.
2. Price: Since each nation has its own climate condition which decides the nature of
the product. On the same each nation has economic condition that shows it GDP
and per capital income. The pricing is the most important tool as it may attract the
customer or may distract the customer. There is no variation in the price of
different region. The company charges the almost same price in all regions where
it works. However at some places it charges lesser prices to attract customer and
build a database of the same. The pricing of the product is done on the basis of
cost plus pricing. The company charges almost same prices at each location and
enjoys standardization of pricing in for its operation in the multiple locations. It
gives a benefit of uniform pricing hence reduces the conflicts of price variations.
However Dunbia offers discount on selected services so that it could attract new
customer at new location.
3. Place: Another important strategy of marketing is place. Place contribute in the
success of the business. A product available at right place will boost the sales.
Because customer would be exposed to the product frequently hence it will reduce
the efforts of customer to reach to the product. The selection of the place is
research based and hence helps the company to start its new operation from a most
suitable location. The company wants to deliver the high quality product to its
customer and since Dunbia work through retailers. It ties up with the most
successful retailer of that area where it wants to open a new outlet. The selection
of the place is done by the number walk-in in the retailers shop (Gatti, Caruana
and Snehota, 2012). The higher the footfall in the retailer shop, higher would the
rate of being sold of the product. Dunbia always chooses a retailer which has high
foot fall of target market segment so that the customer could buy product with an
ease.
4. Promotion: The strategies or efforts through which customer are male aware of
the company product and offerings are known as promotion. Promotion is done to
create a buzz about the product. Creating an interest in the customer min by the
advertising and social media campaigning. Promotion is the first step of marketing
towards sales. Because it first attract the customer and make them aware about the
company or product. It then creates an interest in the customer mind about the
product/company. For global it is required to do promotion in order to attract the
customer. The promotion should be efficient to appeal the targeted customer
segment. Dunbia also promote it product through various channel. All logo,

taglines, design and colour of the brand remain the same irrespective of the nation.
The firm here allows the standardization (Freling and Forbes, 2013). But it does
differentiation in the advertisements, Jingles, Newspaper ad etc. It uses different
ATL and BTL activities in the different nation. It usually attach the people
emotion in the advertisement so that the company could create an emotional bond
and connection with the customer.
Marketing Mix:
Marketing mix refers to right mixture of each element of 4 p’s of marketing. To make
product successful all these 4 p’s should be mixed in such a way that should bring out the
best output. The availability of right product at price at place to the right customer is known
as marketing mix. This mix is done by on the basis of research conducted by the Dunbia
(Zarantonello and Schmitt, 2010). Dunbia not only mixes the 4 p’s very well but it also
utilizes standardization of the few element which bring uniformity in the company
deliverables. Hence the company is enjoying leadership position because it has the potential
to use opportunity through it efficient marketing strategies.
CONCLUSION
From the above report it is concluted that Dunbia marketing is based on this they have a
long legacy of 40 years with them. The company blend each element in such that attract the
customer of the region where they expand the business. In the current scenario the firm is
focusing on innovation in its product and processes as well as modifying its existing product
so that it could attract the new customer and keep retain the existing customers as well. In
order to make company an innovation and entrepreneurial oriented organisation the firm has
recruited many new candidates for different position such as Innovation product manager,
food technologist etc.
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<http://www.managementstudyguide.com/brand-management.htm>.