Beef Product Marketing Plan

This assignment outlines a comprehensive marketing plan for a new brand specializing in beef products. The plan focuses on targeting customers based on their specific requirements, primarily offering ready-to-cook and microwavable beef options available in supermarkets. It emphasizes the use of surrogate advertising techniques to promote the brand through public events, sales promotions, direct marketing, and personal selling. Outdoor advertising is avoided to prevent attracting non-vegetarians and critics.

Running head: MARKETING PLAN
MARKETING PLAN
Name of the Student:
Name of the University:
Author note:

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Executive summary
The report is based on the marketing plan practices of Samex meat exporters Pty, it is an
Australian based company that caters the need of people all around the world. Food marketing is
slightly different from other products marketing specifically for meat products. This report is
focused on the marketing techniques of beef products sold by Samex. Consumer behavior and
decisions are included in the second section of the report. In the third section marketing mix
meat products have a different pricing and promotion techniques that is what makes it different
from the general marketing. The following report will focus on the product development
strategies, pricing strategies, distribution strategies and promotional strategies one by one. The
report starts with a brief introduction, then discussion of marketing mix tools and at the end, a
conclusion of entire marketing mix tools has been drawn. In the fourth section branding
strategies are mentioned. In the fifth section the point of sales techniques are mentioned

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Table of Contents
1. Background..............................................................................................................................3
2. Consumer decision making process.........................................................................................3
3. Marketing Mix..........................................................................................................................4
4. Brand Strategy..........................................................................................................................9
5. Point of sales..........................................................................................................................10
6. Conclusion..............................................................................................................................11
References......................................................................................................................................13

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1. Background
Samex meat Pty is an Australian red meat exporter, the company was established in the
year 1978 soon after establishment they became one of the leading meat export trading
companies. The red meat products offered by the company are sheep, lamb, goat, beef and
poultry. They also provide offals. They have offices in China and Middle East. Their supply
chain is very big as they export meat products throughout the world. They are the trusted
suppliers of meat products as their customers are, wholesalers, distributors, big super market
chains ship Chandlers and government agencies. They key to success of their business is the fact
that they understand the requirements of their customers carefully (Samex.com.au 2017).
2. Consumer decision making process
The buyers of the food industry go through the same process that the buyers of other
products come across, the buyers go through the same process and finally take the decision
whether they should buy the product or not. First, the buyers search for options that are available
to them for buying the beef. The search the various sources or shops from where they can buy
the beef products. Based on the reviews, past experiences or word of mouth they decide to buy
that particular product. The customers who are price sensitive look for cheaper option. Quality is
another important criteria for food product market. The most attractive customers are the
Restaurant and supermarkets because they usually buy the beef products in bulk. A number of
factors are related to the decision making of consumers; they look for taste and quality of food
that they will be buying. People mostly prefer packaged food and which is fresh. The decision is
not much affected by price, because it is their basic requirement they will certainly buy it. The
target customer of Samex is Restaurants and Supermarkets. The decision making of these

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customers are dependent on the preference of the consumers, they will look for fresh meat
products because it is more demanded by the consumers.
The beef products sold by Samex are available at the supermarkets are cheaper hence it is
often used by many customers. Restaurants focus on many criteria before selecting the beef
products because they buy in bulk so they look for suppliers who can provide the good quality
meat products in bulk that too in reasonable price.
3. Marketing Mix
Product
The beef products including the offal, which are trimmed as per the requirement of the
customers across the globe. They are the largest exports of offal products in Asia and one of the
major suppliers to Middle East, Africa, Russia and the other markets of the world. The main
source of the meat products is Australia and New Zealand. Other sources for meat products
include Europe, North America and the main South American suppliers include Brazil,
Argentina, Chile and Uruguay. The beef of the brand Samex is of high standard quality, and the
same standard is maintained for all the customers throughout the world. The company is a
licensed company by the Australian Government and Aus-Meat, the company creates value
among its international customers by providing products as per the requirements of the
customers. Their developed supply chain helps in providing them access to the finest quality of
grass for feeding the cattle. They have both grain-fed and grass-fed livestocks, so that they can
cater to the requirements of its different market segment with the finest beef throughout the year.
The company has decided to develop its existing products so that it can get increase their

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customer base. They are making strategies so that they can include more packaged beef products.
The will be including following new products
Microwave roasts
Tri-tip roasts and Sirloin Cap roasts will be included in the product segment. There will
be different seasoning profiles and fat trim levels, so that the cooking time for this product is less
than 20 minutes. The packaging of the microwaveable beef is so that it allows the air to enter
while it is being cooked in microwave. Presently the company has decided this product will not
be internationally sold, it would only be sold in Australia.
Microwaveable ground beef
The next product would be microwaveable ground beef, it is just like the microwaveable
roasts. Ground beefs are easy to cook as they do not require much time. The packaging of this
product is also similar to that of the microwaveable beef.
Beef Skillet meals
A trio of three in one kits is available; it includes Flat Iron steaks, Sirloin Cap roasts and Denver
steaks.
Delicatessen beef
Delis is are rapidly growing among the customers and it is most popular section for the
shoppers of the market, the reason it so popular is that the customers want to purchase prepared
food so that it can be consumed at home. This particular product will be available in the local
supermarket of Australia; they have planned for in-store preparation of deli by some skilled chef,
that will be sent by Samex or the existing employees of the Supermarkets would be trained.

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Slow-cooker pot roasts
Another product that will be introduced will be slow-cooker pot roasts. The experts of the
product development team of Samex as developed a packaged, pre-seasoned slow cooker chuck
roasts. (Finch 2016).
Price
The help of the pricing can show the pricing structure for a pound of grass-fed ground beef
Selling price = Cost / (1.00-Margin percent)
Selling price= $4.00/ (1.00-.30)
Selling Price = 4.00/ 0.70
Selling Price = $5.71 per pound
Different methods have different prices. The more perishable the product would be, the higher
would be the markup margin of the product (Hollensen 2015)
A variety of pricing strategies and methods are required to be considered, it is also
determined by the pricing strategies used by the competitors in the market. The current pricing
structure is based on the following factors
Uniqueness of the product sold- If the product differentiation is very high then the
pricing of the product will also be high. The price of livestocks sold direct on farm is generally
very high. The pricing for the local wholesalers, local grocers and institutions is medium. The
prices set for the restaurants are slightly high (Armstrong et al. 2015).

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The business image- The reputation of the brand determines the quality of the meat
products makes the owners put a price higher than its competitors because quality comes at a
cost.
Season of the year- The increase in the feed of the animals increase then the price of
the meat also increases (Lovelock and Patterson 2015).
The pricing strategy that will be used by Samex for marketing of beef will be
Skimming Strategy- Samex will use this particular strategy for restaurants. The beef
products sold under the skimming strategy would be the meat minced or the way the restaurants
want their meat would be available to them delivered at their restaurants and hence this strategy
would be used (Kotler et al. 2016).
Perceived value pricing- The perceived value pricing is applied to the beef products
based on factors like quality, healthfulness and the reputation of the company. The grass fed
cattle are better than grain fed therefore the pricing of the grass fed will be higher than the grain
raised cattle (Eusebio 2017).
Penetration strategy- Microwaveable beef, ground microwaveable beef, delis, sausages,
beef skillet meals all these products will be sold under this pricing strategies. The most profitable
pricing strategy is to determine the actual cost for the production for marketable beef. (Dudin et
al. 2015). Methods of pricing can be
Selling the meat per pound
Selling the meat packaged at a particular weight at a particular pric
Selling the meat at price per weight per cut (Nykiel, 2016)

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Place
The office of Samex meat are available all around the world to cater the needs of the
customers. They are one of the biggest meat exporters. The beef products are sold of Samex
would be delivered in number of ways, the beef products will be available at the supermarkets of
Australia and other supermarkets around the world. The beef products will also be home
delivered, this option will be available for the restaurants and the customers who would be
buying the more than 20 pound. The individual buyers can by the products of Samex from super
markets like, Woolworths and Coles. Samex have online store from where customers can order
meat of their desired choice (Armstrong et al. 2015).
Promotion
If the products are not promoted then it will be difficult for the customers to be aware
about the product or buy it. Samex uses a number of promotional strategies for its customers.
Since it is a big meat exporter, which operates around the world a lot of cost and effort is
required for carrying out the promotional activities. The activities include
Advertising- Surrogate technique would be the best technique for the adverting of the beef
products. The brand will be promoted using the various media channels. The company has
engaged itself in making cheese, so that it can promote the cow cheese on the television and
radios. This way the brand is promoted but not the beef products (Jooste and Strydom 2014).
Print media
(Andrews and Shimp 2017).
Social Media

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Facebook and Instagram would be used to raise campaigns, in facebook quizzes and contests
would be held. The quizzes and contests would be related to food and nutrition. The winners will
get prizes.
Word of Mouth- Word of Mouth advertising would be the most used advertising technique
because of its effectiveness and since the product cannot be advertised openly this technique
would be used in which the employees would use this technique for the existing customers of the
brand (McKeever 2016).
Public events- Public events would be organized in the supermarkets, which would be organized
by the brand. The events would include cookery contests, the winners of the cookery contests
would get gift hampers from Samex.
Sales promotion- With the help of discounts sales promotion will be done (Stead et al. 2017).
4. Brand Strategy
Samex has decided that they will revise their branding techniques that would help them to
present the brand as leading meat exporters in Australia and in the world. In Australia, they have
planned to be brand of meat exporters that would mostly focus on the Restaurants, Supermarkets
and retail stores from who would buy meat products in bulk unlike the individual customers
(Van Heerde and Neslin 2017). They would focus on the individual customers but their main
target would be the restaurants and supermarkets. Their USP would be that they can provide
meat as per the choice of the customer, if the customers demand for lean products or grain fed or
grass fed, all the deliveries of the products to the customers are based on the needs of the
customers. The brand objectives will be made clear in all the press events of the brand. The
objective of the brand would be to focus on the restaurants and supermarkets for which they

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would make a brand positioning statement. In which they would they will communicate their
target market, USP and why customers should rely on them. The brand would convince the
customers that they would be providing the best quality of meat products by providing the free
samples in restaurant and supermarkets.
5. Point of sales
At the point of sales, the grocery stores and the retail stores and the supermarkets Samex will be
providing offers and discounts in the super markets so that they can promote the point of sales.
Direct marketing- Samex would focus on direct marketing, in this technique mails and
messages would be send to the exiting customers. The website of Samex would be developed
where new products would be updated from time to time (Lovelock and Patterson 2015).
Personal selling- With help of meeting with the clients, especially restaurants and supermarkets,
beef products would be promoted in the market. This can be done either face-to-face or by
making cold calls to the restaurants or supermarkets that offer beef products (Liberato, Bailie and
Brimblecombe 2014).
Packaging-
Packaging is considered very important for the customers. Customers mostly prefer
packaged food hence they the Samex will use vacuum packaging for beef products, this type of
packaging removes oxygen from the packet and hence the beef product does not rot. This would
definitely promote the point of sales.
Labeling-

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The labeling of the beef products will help the customer recognize the product of Samex,
apart from price of the product labels will consist little information about the technique used for
processing and packaging. Apart from that, it would also have the detail of the type of beef.
Meeting would be conducted with the target customers, the supermarkets and the restaurant
owners. These meeting would be intended to promote business relations with the target
customers.
These four activities would do for the promotion of point of sales. Samex will also focus
on customer services for building a good customer relationship so that they can retain their
customers for longer time. The staff members of Samex will be present in the grocery stores; this
would help increase the point of purchase because the company representatives would help the
customers in handling the queries of customers. Ready to cook dishes of beef will be cooked by
the skilled chef that Samex would hire for sales promotion.(Nykiel 2016).
6. Conclusion
Samex is one of the largest meat exporters, they are operational throughout the world catering
the needs of the customers, including wholesalers, retailers, restaurants and individual
consumers. The company has successfully created a goodwill in the market by providing variety
of beef products to its customers based on their requirements. The brand is planning to include
more beef products, mostly ready to cook and microwavable beef products that would be offered
in the supermarkets. It will also include some promotional activities for the promotion of its
brand, they would mostly use surrogate-advertising technique for advertising and for
promotional activities they would mainly focus on public events, sales promotion, direct

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marketing and personal selling. They will not use billboards and any other outdoor advertising
technique that might grab the attention of non-vegetarians and critics.

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References
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marketing communications. Nelson Education.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Dudin, M.N., Kucuri, G.N., Fedorova, I.J.E., Dzusova, S.S. and Namitulina, A.Z., 2015. The
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Eusebio, R., 2017. Marketing II. Marketing, p.2018.
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Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jooste, C. and Strydom, J.W., 2014. Marketing management.
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Liberato, S.C., Bailie, R. and Brimblecombe, J., 2014. Nutrition interventions at point-of-sale to
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Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
McKeever, M., 2016. How to write a business plan. Nolo.
Nykiel, R.A., 2016. Marketing Your Business-A Guide to Developing a Strategic Marketing
Plan.

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Samex.com.au. (2017). SAMEX : Australian Meat Exporters. [online] Available at:
https://www.samex.com.au/ [Accessed 17 Oct. 2017].
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