Marketing Plan for Natural Evolution Foods' Max Protein Banana Bar

MARKETING PLAN 1
Marketing Plan
Student’s name
Institution Affiliation
Date

MARKETING PLAN 2
Executive summary
The government of Australia set aside more than $ 4 billion to increase the competitiveness of
agriculture in Australia (Australian Government, 2017). One primary pillar to be used in
expanding agriculture is making it possible to access the premium markets. Complementing the
existing trade and producing agricultural products that continuously meet the wants in overseas
markets is vital for the Australian agricultural market. The need to target high-end food niches
through delivering differentiated products that are considered safe and of high quality is essential
for the market of organic foods.
One of the premium markets that needs to be analyzed is the organics. With organic farming, it
seeks to produce food and fiber that has not been exposed to the use of synthetic chemicals and
targets at attaining a production system that is integrated.
In 2014 alone, the global market for organic products was estimated to be more than USD
80 billion. Markets such as those in the US account for 48% while Europe accounts for 44% and
it is estimated that such markets command a third of the global organic farmland (Australian
Government, 2017). It is expected that with such primary markets, the sales of organic food are
likely to grow three times faster compared to the general sales of food over the next ten years.

MARKETING PLAN 3
Table of Contents
1.0 Introduction................................................................................................................................................4
1.1 Situation recap analysis...............................................................................................................4
1.2 Problem statement......................................................................................................................4
2.0 Discussion of market segment..................................................................................................................4
3.0 Discussion of target market and positioning..........................................................................................6
4.0 Marketing mix and how they are applied.........................................................7
5.0 Budget allocation for promotional mix............................................................9
6.0 Marketing goals and objectives.....................................................................9
7.0 Conclusion...........................................................................................10
References................................................................................................................................................13

MARKETING PLAN 4
1.0 Introduction
1.1 Situation analysis recap
Natural evolution is a company that specializes in selling food and beauty products in
Walkamin,Australia. Natural evolution supplies raw products that can cooked easily at home.
Some of the commodities include banana ointment and green banana lady fingers among others.
However, the product to be considered is the Max protein banana bar. The product is composed
of high-quality ingredients and is made from flour. The target population here is individuals
between the age of 20-50. With the increasing population means that the demand continues to
increase.
1.2 Problem statement
Australia has been confirmed to possess some competitive advantages that will aid in
capturing a huge share of the world organics market. For instance, Australia has close to 40% of
the global certified organic farmland,95% of which is pasture (Australian Government, 2017).
The proximity to Asia is another important factor as it is projected that by 2060 more than one
billion people will tend to shift into middle classes in the developing region of Asia and such a
population will have the ability to pay premiums with regards to organic products. Thus, the
question is whether the Australian market provides a good market for the organic foods such as
the Max protein banana bars by the Natural Foods Evolution.
2.0 Discussion of market segment
Favorable cluster
This niche is composed of Australian consumers who have a high affinity for organic
foods and thus, will provide a ready market for the Max protein banana bar. The demographic
profile of the favorable cluster consists of primarily young females with higher education