Marketing Plan for Natural Evolution Foods: Segmentation, Targeting and Positioning

This report is related to the company that deals in healthy and natural, edible and beauty product. The core ingredient used by the company for all their products is green banana, and the name of the company is Natural Evolution Foods. The report consists of Situational analysis, STP, marketing mix etc. The complete marketing plan is been discussed in detail in this report.

[MARETING MANAGEMeNT AND DIGITAL COMMUNICATION ]

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Executive summary
This report is related to the company that deals in healthy and natural, edible and
beauty product. The core ingredient used by the company for all their products is green
banana, and the name of the company is Natural Evolution Foods. Rob Watkins was a
founder Natural Evolution Foods. To increase the profits of the company the best method a
company can exercise is business expansion and for the same, the company has made a
decision of expanding their business in other countries where they are not operating. This
report is developed to understand both the negative and positive impact of the internal and
external environment for expansion. The report also contains the detailed marketing plan and
promotion plan that will help the company in expansion and in building its brand image.

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Contents
Introduction/Background.......................................................................................................................3
Situation analysis...................................................................................................................................3
Internal analysis.................................................................................................................................3
Customer analysis..............................................................................................................................4
Industry analysis................................................................................................................................4
Competitor analysis...........................................................................................................................4
Distribution and Suppliers analysis...................................................................................................5
SWOT analysis..................................................................................................................................5
Segmentation, Targeting and Positioning..............................................................................................6
Natural Evolution Foods Market Segmentation.................................................................................6
Geographic segmentation:.............................................................................................................7
Demographic segmentation...........................................................................................................7
Behavioural Segmentation.............................................................................................................7
Psychographic segmentation..........................................................................................................8
Target Market of Natural Food Evolution.........................................................................................8
Positioning.........................................................................................................................................8
Marketing Mix Strategy.....................................................................................................................9
Product..........................................................................................................................................9
Price...............................................................................................................................................9
Place..............................................................................................................................................9

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Promotion......................................................................................................................................9
Marketing and Financial Objectives....................................................................................................11
Budget allocation for promotion mix...................................................................................................12
Conclusion...........................................................................................................................................13
References...........................................................................................................................................14

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Introduction/Background
Natural Evolution Foods was the world’s first company who commercially produced
green banana flour. In 5 years of commercial production, the company have made the
incredible scientific discovery. One of the most important discoveries among all is
discovering the highest resistant starch. The company grows its variety of bananas in Tropical
North Queensland (Naturals Evaluation, 2018a). While conducting the discovery the
company found out that among various varieties of banana only 1000 varieties are
appropriate for the production process of company and moreover they come to know every
variety of banana has different nutritional value. Rob Watkins founded the company and the
main purpose of the company is to bring natural food, health and beauty products (Naturals
Evaluation, 2018b). The company deals in a variety of product range such as baking
packages, beauty packages, health supplements packages, healing, equine, baking, and beauty
and health supplements. The mission of the company is that they are committed to bringing
the highest quality of natural super foods in the world. The products of the company are dairy
free, gluten free, highly natural without any additives and preservatives. This report is
designed to make a marketing plan for the company because marketing is one of the major
tools that ensure the success of the business. The marketing plan consists of Situational
analysis, STP, marketing mix etc. The complete marketing plan is been discussed in detail in
this report.
Situation analysis
Internal analysis
The overall working and functions of the company are performed under the
supervision of the founder Rob Watkins. Without his approval, the employees cannot

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dispatch the product in the market. He provides its whole focus on the quality of his natural
products. The products of the company are made of green banana that is dairy free, gluten
free, highly natural without any additives and preservatives (Naturals Evaluation, 2018c).
The full control of the founder helps the company in producing a quality product but this
approach of the founder will not allow employees to use their ability, knowledge and skill in
the business.
Customer analysis
In the present market, the company is having around three million customers who are
buying the products of the company (Naturals Evaluation, 2018b). The company is targeting
mostly those people who are health oriented, understand the value of a good and healthy life
and ready to spend money on healthy products. The company is also targeting the generation
or people who are very sensitive about their beauty. The company deals in both healthy
edibles products and beauty product for their customers. For beauty product, they target the
people who really care about their beauty and in place of chemical based beauty product they
are ready to use organic beauty products (Naturals Evaluation, 2018d).
Industry analysis
Natural Evolution Foods belongs to the organic food and beauty product industry. The
core competency of the company to get the advantage over their competitors is that they
make all their products with green banana. They grew 1000 variety of banana at their farm in
Tropical North Queensland. Before the starting of manufacturing program the company
always conduct a detailed research and after getting a satisfying result, they start the process
(Naturals Evaluation, 2018d). However, for Natural Evolution Foods there are many
competitors, who deal in similar kind of products by using different kind of healthy items. To

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face the competition in the market the company has to put their focus on the marketing of
products.
Competitor analysis
The main competitors of the company are the Deeks, Happy Tummy and few more. In
such a competitive environment the company has incorporated all affords to maintain the
remarkable place in the market. In the natural food products, the company has maintained its
high growth in Australian as well as the world market (Naturals Evaluation, 2018d). Natural
Evaluation Food is quite different from its competitors because they developed, design
produces and pack the products by themselves, on other hands all the function of other
competitors are conducting by their subsidies or partner companies.
Distribution and Suppliers analysis
For the supply of raw material, the company did not depend on the other people or the
company. The raw material that the company required for the production of their products is
banana and the company grow their raw material on the company’s farm in Tropical North
Queensland. The decision of growing banana on their own farm has arrived in the mind of
founder when he feels that, all products that the company manufactured were made of banana
and if they grow banana by their own it will help in reducing the cost as well they will get
best quality green banana (Naturals Evaluation, 2018d). This decision of the company
positively helps them in reducing the supplier's cost. For Distribution of the product, the
company has adopted a well-managed supply chain process and for the sale of the product,
the company has also provided the option of online shopping.
SWOT analysis
Strengths Weaknesses

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 The products if the company are
different from its competitors
 The ingredients or raw material that is
used for the production of the
products are supply by company itself
 The supply chain system of the
company is so effective that helps the
company in reducing wastage of
resources (Lefevor, Fowers, Ahn,
Lang & Cohen, 2017).
 The prices of the products are
relatively higher from their
competitors.
 On the products, the company did not
provide sufficient amount of
discounts.
 The company provide their more
focus on the research and technology
rather than marketing (Bohari, Hin &
Fuad, 2017).
 The company is using single core
ingredient that is green banana for all
products and its competitors are using
various different kinds of products.
Opportunities
 In current environment choice of
individuals are shifting from chemical
contain food and cosmetics to healthy
and safe products
 The company is using latest
technology for the production of the
products (Kolbina, 2015).
 The market share of the organic and
natural product has increased
Threats
 New entry in the market
 Obsolete Technology
 Increasing competition in the world
market
 Less knowledge and awareness
among people about healthy products
 The regulations of the government
related to the organic industry

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Segmentation, Targeting and Positioning
Segmentation
For the segmentation of the market of Natural Evolution Food, both health conscious
and non-health conscious people are considered. At the initial stage of the product, the
company will target the people who are health conscious and are willing to buy a natural
product to stay fit and those individuals who care more about their looks and beauty.
Problem statement
The company want to segment the market but the main problem that lies in the process is,
awareness among the public. There are only few people who are health conscious and among
them only few are aware about the products of the company. On the other hand, people who
are not health conscious they are not aware about the product and if they are aware, they are
not showing their readiness for buying them. This kind of problems is result of lack of
knowledge and awareness among people (García-Tascón & Pradas-García, 2016).
Potential market segment for the company are
Geographic segmentation:
Region: At present, the company is operating in Australia, New Zealand, U.K, etc. but now
the company want to expand their business to the other part of the world. The expansion of
the business of the natural banana products will help the company in generating revenue.
Age: the target age group for Natural Evolution Food is 18-70+
Gender: The products of the company are available for both males and females that is why
the target audience for the company is both males and females.

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Demographic segmentation
Occupation: For the product of the company, the target audience of the company can be all
e.g students, professionals, retired persons etc. it is not reserved for any particular profession
or occupation.
The degree of customer’s loyalty: there are three types of customers in the market these are
hard-core loyal, soft loyal and switchers. The company will target customers on the bases of
their loyalty.
Behavioural Segmentation
Personality wise: Both people who are having good personality and who are not having good
personality are the target market for the company.
Benefits Sought: The people who know the value of good health and life are the target
audience.
User Status: the statues of the users also need to be taken while considering a target. The
kinds of users are non-user, potential user, first time user and regular user.
Psychographic segmentation
Lifestyle: The lives consist of reformers, mainstreamers, explorer and strugglers.
Social Class: The people who belong to the middle, working and upper class are the target
market for the company.
Target Market of Natural Evolution Food
By developing the target market strategy the company can target their market from
the segmented market. The modes the company can use for targeting the market are free
vouchers, promotion, free coupons, discounts etc. Moreover, Natural Evolution Foods can
use various other options to target the market such as opening there personalized retail outlets

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and providing additional discounts to the people who are loyal customers of the company
(Ang & Rusli, 2018). While targeting market the company can ensure that will maintain the
customer relationship.
Positioning
Position is the major step for the company because positing will help company in
developing brand image in the market. While positing the product the focus of the company
will be on the natural and healthy products. To position the products of the company in the
target market the next step that is to be used is product positioning. For product, positioning
the company can use 4 Ps of Marketing Mix Strategy.
Marketing Mix Strategy
The marketing strategy of the company is mainly based on the positioning of the product. The
company is dealing in natural and healthy products and while drafting the marketing mix
strategy the company will provide its focus on the prime quality, i.e. the products are healthy
and natural. The marketing mix includes P’s that are disused below
Product
The product's categories in which the company deals in are baking packages, beauty
packages, health supplements packages, healing, equine, baking, and beauty and health
supplements. Under these product categories, the company is having various kinds of health
and beauty products. The company has launched a various variety of products from green
banana for their target customers. Every kind of products of the company is available in the
best quality and in attractive size or weight wise categories.
Price
The price of the product totally depends on the usage and demand of the product e.g.
as the baking flour made of banana is high in demand that is why the rate of this product is

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high in comparison to the other product. The banana ointment is a new product that is launch
by the company so for the new product to create demand in starting the company will keep
the price low.
Place
At the initial stage, the company has target the Australian market but with the success
of the business, the company has expanded its business into some other countries like New
Zealand, England in some part of Europe. Now the company want to expand its business to
the other part of the world. With the increase in the profits, the other major motive of the
company is to provide best and healthy products to the people which can improve the health
conditions plus the taste of the edible products are really good (Hosseini, Etesaminia & Jafari,
2016).
Promotion
The company is already having its website and online shopping site and the products
of the company are also listed on the other E-commerce or online shopping site. That is why
the company mainly use its website and E-commerce site for its promotion. Besides that, the
company can use various other tools that help the company in spreading awareness and
increasing profits.
Offline mode
Newspaper Advertisement: it is the oldest and the most effective promotional tool. The
newspaper is the source that can promote the products of the company on large scale (Filbert
& Anthony, 2018). The newspaper advertisement is the most trusted advertisement among
all promotional tools.

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Billboard: the company can choose the option of the billboard to promote a product. The
areas that the company choose for placing ads will be that from where a large number of
people will get to know about the product (Filbert & Anthony, 2018).
Banners and posters: the company can circulate its promotional banners and posters to
promote the product. The company can design eye-catching banners and posters and then
they can put them in places where a maximum number of people can see them, such as busy
markets, bus stands etc.
Digital communication
In the present market conditions, the companies are using detail communication modes to
promote their products and services. The company can use digital communication as a tool of
marketing. Few are
Modes of Digital communication
E-mail Marketing: for the company like Natural Evolution Food e-mail marketing is the
best way of promoting their product. The company can send an email to the people and in
that email, they can provide a link of the companies E-commerce website and by clicking on
the link the customers will go directly to the online shopping page automatically (Filbert &
Anthony, 2018).
Social Media: In the present digital world, social media has raised as a most effective tool
for marketing. The company can use various social media sides. At present, the company is
running its accounts on Facebook and Instagram. On the social media, the company shares
the product details videos related to the use of the product for edible products the company
also share the recipe videos (Farrag, 2017).

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Search Engine Advertising: this is the search engine advertising operations engage
subsidised advertisement that topography in the inorganic search engine results. The
company can exercise the option of advertising through a search engine to promote the
products of the company (Tiago, & Veríssimo, 2014).
Marketing and Financial Objectives
The chief Marketing objectives of Natural Evolution Foods are as follows:
• The main objective of the promotion and marketing of the products is that the company
want to earn profits by increasing sales of the product.
• The company is well established in the Australian market but for international marker the
name Natural Evolution Foods is new. With help of marketing or promotional tool, the
company will be able to generate brand awareness among peoples worldwide.
• The company want to expand its market, for that the company by including the expansion
process and marketing tools can target new customers (Pyo, 2015).
The chief financial objectives of Natural Evolution Foods are as follows:
• The first and the most important objective for the company and for other companies are
the maximization of the income of the company.
• The next financial objective for the company is wealth maximization. Wealth
Maximization is used to maximising the net value.
• Maximization of the ROI is the main aim of every company and for Natural Evolution
Foods maximization of return on capital is important (Sohel, Rahman, & Uddin, 2014).

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Budget allocation for promotion mix
Promotion tools Amount
Online mode
Newspaper advertising $3000
Billboard $2500
Banners and posters $1000
Digital communication
E-mail marketing $800
Social Media $1000
Search Engine $ 2000
Total 10300
Conclusion
The company is doing well in the industry the profits of the company widely depends
on the expansion of the business. The company has adopted a strategy that can help them in
increasing the amount of profits. The company has decided to expand its business to other
countries of the world where they are not having their business. Expanding the business has
become the most important in the case of generating revenue, and the best way of business
expansion is a well-designed and well-implemented marketing plan and promotional
methods. This report consists of a detailed plan of marketing and promotion the company can
implement a plan effectively so they can attain their desired objectives and goals.

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References
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Farrag, D. A. (2017). Impact of Shari’ah on Consumers’ Behavior Toward Sales Promotion
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the mediator: In the Case of Uniqlo. Journal of iBuss Management, 6(2).
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industry. Journal of Problems of Economic Transition, 57(9), 74-83.

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Lefevor, G. T., Fowers, B. J., Ahn, S., Lang, S. F., & Cohen, L. M. (2017). To what degree
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https://www.naturalevolutionfoods.com.au/story/
Naturals Evaluation. (2018b). Our technology. Retrieved from:
https://www.naturalevolutionfoods.com.au/our-technology/
Naturals Evaluation. (2018c). Our Mission. Retrieved from:
https://www.naturalevolutionfoods.com.au/mission/
Naturals Evaluation. (2018d). Where to buy. Retrieved from:
https://www.naturalevolutionfoods.com.au/where-to-buy/
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