MARKETING MANAGEMENT: A CASE STUDY OF THE “MULTIMIN” INJECTION OFFERED BY VIRBAC PTY LTD

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT: A CASE STUDY OF THE “MULTIMIN” INJECTION
OFFERED BY VIRBAC PTY LTD
Name of the Student:
Name of the University:
Author’s Note:

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EXECUTIVE SUMMARY
The purpose of this report is to recommend a marketing plan for the Multimin injection offered
by Virbac Pty Ltd on the basis of the analysis of its target market persona. The target market
persona, which had been selected for the concerned injection are the sheep which are presently
facing virility related issues. As a matter of fact, the administration of this injection had helped
numerous sheep suffering from virility related issues to impregnate the other sheep. More
importantly, on the basis of this particular target market persona adequate product strategy
(product differentiation), pricing strategy (cost leadership), promotion strategy (digital
marketing), place strategy (own supply chain system), physical evidence, process and others
have been recommended for the concerned corporation.

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Table of Contents
1.0 Introduction................................................................................................................................4
2.0 Target Market Persona...............................................................................................................5
2.1 Name, Title and Picture.........................................................................................................5
2.2 Day in the Life.......................................................................................................................5
2.3 Demographic and Behavioral Information............................................................................6
2.4 Goals of the Persona..............................................................................................................6
2.5 Main Points............................................................................................................................6
2.6 Information Search Process...................................................................................................7
2.7 Type of Experience Desired..................................................................................................8
2.8 Common Objectives..............................................................................................................8
2.9 Story.......................................................................................................................................8
3.0 Marketing Mix Analysis and Recommendations......................................................................9
3.1 Product...................................................................................................................................9
3.2 Place.......................................................................................................................................9
3.3 Price.......................................................................................................................................9
3.4 Promotion............................................................................................................................10
3.5 People..................................................................................................................................10
3.6 Physical Evidence................................................................................................................10
3.7 Process.................................................................................................................................10

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4.0 Conclusion...............................................................................................................................11
References and Bibliography.........................................................................................................12