MRKT20052 Marketing Management: Green Banana Teabag Presentation

This presentation provides a comprehensive marketing plan for Green Banana Teabag, a product of Natural Evolution, an Australian company specializing in organic and gluten-free superfoods. The presentation begins with an introduction to the company's mission and objectives, followed by a situation analysis that includes internal, customer, industry, competitor, and supplier analyses. A SWOT analysis identifies the brand's strengths, weaknesses, opportunities, and threats. The marketing objectives focus on increasing sales, product awareness, customer loyalty, and market share. The marketing strategies encompass both B2C (social media, contests) and B2B (niche-driven) approaches, targeting health-conscious individuals. The presentation also details the marketing mix elements and their objectives, financial indicators, and evaluation criteria for the marketing plan. This resource is available on Desklib, a platform offering study tools and solved assignments for students.

Running Head: GREEN BANANA TEABAG MARKETING PLAN 1
GREEN BANANA TEABAG MARKETING PLAN
Name
Institutional Affiliation

GREEN BANANA TEABAG MARKETING PLAN 2
Executive summary
This report presents a marketing plan for green banana Teabag. It is divided into different
sections and subsections each detailing how the marketing of the product will be carried out. The
report begins with an introduction in which various aspects of the company and the brand are
analyzed. These aspects include the mission of the company and its objectives. It also analyzes
the market to which the brand and product belong. The report also presents a situation analysis
which is subdivided into the internal analysis, customer analysis, industry analysis, competitor
analysis and an analysis of suppliers. The report also discusses a swot analysis of the brand, the
objectives of the marketing as well as the anticipated results. The marketing strategy including
the targeted audience and the positioning of the brand is also analyzed. The marketing plan also
presents an analysis of the marketing mix elements. It also presents analyzes financial indicators
and concludes with the evaluation criteria for the marketing plan.

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Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................5
Situation Analysis............................................................................................................................5
Internal Analysis..........................................................................................................................6
Customer Analysis.......................................................................................................................6
Industry Analysis.........................................................................................................................7
Competitor Analysis....................................................................................................................7
Distribution and Supplier Analysis..............................................................................................7
SWOT Analysis...............................................................................................................................7
Marketing Objectives...................................................................................................................9
Marketing strategies.........................................................................................................................9
B2C Strategies..............................................................................................................................9
Social Media...........................................................................................................................10
Creative and engaging Contests.............................................................................................10
B2B Marketing strategies...........................................................................................................11
Niche Driven strategy.............................................................................................................11
Target Audiences....................................................................................................................11
Product positioning.................................................................................................................11
Decisions regarding marketing mix elements................................................................................12

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Objectives of the marketing mix elements.................................................................................12
Strategies and tactics for marketing mix elements.....................................................................12
Financial Indicators and Budgets...................................................................................................13
Evaluation criteria..........................................................................................................................14

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Introduction
Natural evolution is a family owned Australian corporation that specializes in organic and
gluten-free products. The organization was founded in the early 2000s with a sole motive of
providing the Australian consumers with high-quality natural superfoods. Some of its superfood
brands include dried lady finger Bananas, gluten-free dough mix, and gold sweet potato flour.
The unique selling proposition of the company includes selling superfoods that are 100% natural,
dairy free, glutton free and of high nutrition without any preservatives or additives. The mission
of the company is, therefore, committed to providing its customers with the highest grade natural
superfoods. The family-owned business generally uses advanced technology and modern
farming practices to advance its objectives (Hajer et al., 2016). Robert, the CEO of the company,
had for many years together with his family were among the reputable banana growers in
Australia. He, therefore, has a strong farming philosophy. His innovative thinking led to the
invention of Banana Blankey Packaging system. Thanks to his dedication and commitment,
Natural evolution was able to build a Pharma Banana Grade flour factory. The green banana Tea
bag is a product created by Nutro Lock and Banana blankly innovative technologies. The teabag
which provides multiple benefits to its users is both natural and of high on antioxidants. It is a
great probiotic drink that can be used by people with weight issues. Also, the green banana
teabag is good for colon health and improved absorption of body nutrients (Marriott,Schilling &
Gravani, 2018). It also improves the general wellbeing of its users.
Situation Analysis
This section will provide an analysis of the industry in which the brand belongs to. The
aspects that will be considered in its analysis include environmental scanning, analysis of the

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attractiveness of the industry, its competitiveness, profitability, and attractiveness. Various
models of analysis will be used including SWOT and PESTLE analysis models.
Internal Analysis
An internal analysis looks at the competencies of an organization its market competitive
viability and cost positioning. Natural evolution offers a wide range of products. The
organization through it has made some of the most incredible inventions in the industry. The
organization became the first company to produce green banana flour on a commercial basis
globally through its NutroLock Technology (Dominici, 2009). Its notable discoveries also
include the discovery of the highest natural resistant starch. Natural evolution has incorporated
innovative farming and usage of high-end technology in its operations. Apart from innovative
technologies, the organization also uses unique food processing techniques.
Customer Analysis
Natural Evolution was established to satisfy a wide range of consumer needs. It achieves
this through its wide range of products. These products are designed to meet the needs of
different categories of consumers belong to different ages, classes, sex, race, etc. Modern-day
consumers have increasingly become concerned about their health. The impact of this has been
an increase in the change in consumer tastes and preferences as consumers look out for products
that are unlikely to affect their health (Ivy, 2008). The company’s products are designed to
reflect these changes in consumer tastes and preferences. It offers Healthier alternatives which
are natural and free from additives, preservatives. They are also gluten free, dairy free and of
high nutrition value.

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Industry Analysis
Natural evolution belongs to the superfoods industry/Natural foods industry which is one
f the fastest growing industries not only in Australia but also across the globe. It’s an industry
whose competition is high due to the increasing demand for superfoods (Hajer et al,2016).
However, due to its groundbreaking technological inventions, Natural evolution has remained
ahead of its competitors.
Competitor Analysis
Natural evolution has four main competitors including Yarra Valley Tea Company, Green Tea
Australia, Two Rivers Green Tea, and Alpine Tea Company. The industry to which the
organization belongs is characterised by high or moderate competition (Boz, Erdogdu & Tutar,
2014). However Natural evolution has always remained a fast-paced organization to its
technological and invention capabilities.
Distribution and Supplier Analysis
Natural evolution has its stores located in different parts of the world. The organization
offers both wholesale and retail services to its customers. Its wholesale distributors can order
goods from the company at any time irrespective of their physical location. It also offers
additional incentives to wholesalers to encourage more partnerships (Heisman and Lang, 2015).
Interested suppliers are required to submit their details and once approved; they are granted full
access to the ordering and pricing.
SWOT Analysis
Key Issues (SWOTs)

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Strength
◆ A noble cause for the society and community.
◆ A health and wellness product which is good for the world.
◆ Usage of high-end technology and innovative farming.
◆ Winner of various award related to innovation and food processing techniques.
Weakness
◆ Limited Product Offering.
◆ High Prices.
Opportunity
◆ Growing euphoria around health and wellness amongst the Australian Population.
◆ Government and industry support towards farming technology, subsidies for agriculture.
◆ Overall growth in the demand for natural food products.
Threats
◆ Increasing competition
◆ Price wars
◆ Substitute in the form of Blue Tea.
Choice of option

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Brand positioning is all concerned with the place occupied by a brand in the mind of a
consumer. Organizations strive to differentiate their products from those offered by competitors.
Brand positioning will be used for the new product. The product will be positioned as a product
of innovative technology and an alternative with numerous health benefits to its consumers
(Huang et al,2017).
Marketing Objectives
1. Increase Sales of green banana Teabag
2. Increase product awareness
3. Improve customer loyalty
4. Increase the market share of the organization.
Marketing strategies
A marketing strategy is a plan by an organization to establish a customer base for a new
or existing product. Generally, businesses use marketing strategies to promote their services and
products. Organizations use marketing strategies to collaborate with their consumers. A
marketing strategy can also be used to inform customers about the features of products offered
by an organization, their benefits, and features to encourage them to buy. The adoption of
effective marketing strategies helps the organization to stay ahead of its competitors. For this
product both Business to Business and Business to consumer strategies will be used.
B2C Strategies
Business-to-consumer marketing strategies are tactics used by businesses to promote their
products and services.B2B marketing strategies are intended to evoke emotional responses of the

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targeted consumers. It is directed at consumers and helps businesses to persuade and
communicate directly with them.
Social Media
The modern consumer is heavy users of the internet. It is estimated that the consumer sees an
average of 3000 advertisements every day. Consumers are always on their phones every time
they need a reprieve. Social media advertising has been proved to be a very effective marketing
strategy with organizations that have utilized it recording an increase in sales and profit margins.
This strategy will be used to market green banana teabag. It is estimated that 60% of Australians
are active Facebook users. This percentage represents a 15 million population. The number of
Australians who are active users of YouTube and Instagram is estimated to be 15 and 9 million
users respectively. This presents a sizeable part of the population (Anderson, Narus &
Narayandas, 2009). This means that the use of social media platforms such as Facebook,
Instagram, YouTube, and Twitter will be an effective marketing strategy as it would reach to a
wide population. This strategy will help inspire the targeted consumers to buy the product. Social
media marketing will incorporate the use of emails, mobile marketing, podcasting, content
marketing, text messaging and instant messaging. Social media marketing will also call for the
creation of.
To ensure the effectiveness of this strategy social media marketing colas will be set. The
demographics of social media users will then be researched and most important metrics
determined.

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Creative and engaging Contests
This would be an effective strategy for the product. Ideally, consumers love taking parts
in contests. They find the idea of winning something for free amazing. Concerts will be
organized whereby the winning participants will be rewarded with valuable gifts. These contests
will be used in webinars to encourage the participation of many consumers (Mullins,
Walker,Boyd & Larréché, 2010). The giveaways will be those that relate to the business
B2B Marketing strategies
Business to business marketing strategies is used by businesses or individuals involved in
the production of goods and services. This marketing strategy helps businesses to sell their
products and services to other businesses that either use them or resell them to final consumers.
Niche Driven strategy
Specialization and niche targeting will be one of the strategies to be used. This strategy
will simplify the marketing of the product by defining exactly what the product is and
distinguishing it from the available alternatives in the market
Target Audiences
A target audience is the groups that an organization’s marketing efforts are aimed at.
Target audience may be dedifferentiated in terms of age, gender, purchase behavior and
geographical location. An effective marketing plan requires a thorough analysis of the target
audience. This is necessary in order to ensure that that their need and wants are taken care of.
The targeted audiences for these marketing efforts are targeted at health-conscious people from
all genders within the age bracket of 16-45. The people either belong to the family audience,
business executives and professionals in different fields

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Product positioning
Green banana teabag will be positioned as a product as an affordable product that offers a
wide range of health benefits to its users. Some of the aspects expected to make it stand out in
the eyes of the consumers are the innovative technology behind its making, its antioxidant and
high nutrition capacity, its ability to help individuals to lose weight, its ability to aid in the
absorption of nutrients.
Decisions regarding marketing mix elements
Objectives of the marketing mix elements
The objective of the product element of the marketing include satisfying the existing and
perceived consumer needs and wants
The objective of price element of the marketing mix is to present the actual value that
consumers will get after buying the product
The objective of place element of the marketing mix will be ensuring that the product is
at the right place at the right time for easy accessibility and satisfaction of consumer’s needs.
Without the place aspect, the product is not likely to reach the consumers (Shaw, 2016).
The objective of the promotion element of the marketing mix is to ensure details about
the product including its benefits are put across to the consumers.This important in ensuring the
success of the marketing plan (Wilson & Gilligan, 2012) .
Strategies and tactics for marketing mix elements
Pricing strategy

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Because the product is targeted at both individual consumers and other businesses, the
strategy to be used will be 2nd-degree price discrimination. This means that the price of the
product will be based on the quantities bought. The price will change as the quantity increases
(Hollensen,2010).
Distribution strategy
Consumers can access the product from the company’s store or selected outlets in
Australia. Potential distributors can also place their orders from the company’s website and have
their orders delivered (Leonidou, Katsikeas, & Morgan, 2013).
Promotion Tactics
Due to its wide range of consumers, its promotion will include both traditional and
modern methods of marketing. Some of the tactics to be used include social media and engaging
and creative contests (Huang & Sarigöllü,2014).
Product
The product will be designed to stand out from those offered by competitors through its
unique features, health benefits and a wide range of uses.
Financial Indicators and Budgets
Budget
Item/Purpose Amount ($)
Social media Campaigns 1,300

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Branding of the marketing campaign 770
Traveling expenses 133
Fee for training members of staff 660
Total $2863
Financial indicators
Growth in sales and profitability of the company will be the first financial indicator to be
considered. It will be considered if the sales and profits have increased or declined consistently.
Profitability
The profitability of the organization will also be used.
Evaluation criteria
The success of the marketing plan will be evaluated on some metrics. The first metric to
be used will be the total number of units sold. A substantial number of units will be an indicator
of a successful marketing campaign. The success will also be evaluated by the amount of
inbound created on the company’s website or its physical stores. Finally, the profit margins
posted by the organization will be used (Mintz & Currim,2013).
Conclusion
In conclusion, green banana tea bag is intended to provide its users with a wide range of
benefits. Some of these benefits include its high nutrition value, ability to help individuals to lose
weight and the fact that it aids in the absorption of nutrients and improves individual’s general

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well being. The fact that is a product of a unique technology makes it a unique offering in the
market. It is expected to attract a wide range of health conscious consumers mostly those
working and business executives. Both business to business and business to consumer marketing
strategies will be used. These strategies will include social media and the use of contests. The
product will be position as one that offers multiple benefits and which does not harm the health
of the users. The price will be determined by the quantities bought. Higher quantities will attract
lower rates will attract higher rates. It will be distributed either directly to consumers or to
wholesalers and retailers. The success of the marketing effort will be measured both by the
number of sales and amount of revenue. Other metrics to be used will include the amount of
inbound traffic on the company.

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