BUSN3051 Semester 1: Inghams Frozen Meals China Marketing Report

This report presents a comprehensive marketing plan for Inghams frozen meals targeting the Chinese market. It begins with an executive summary and introduction, considering various countries before selecting China. The report includes a cultural screening, analysis of political and legal environments, competitive positioning (including KFC), and technological screening to assess market potential. The report identifies the target market(s), discusses product adaptation and standardization strategies, and outlines market entry, distribution, and pricing strategies. The core of the report focuses on a detailed communications strategy, including objectives, target audience analysis, and a communications mix with both external and internal components. The report delves into specific communication vehicles like press, online advertising, outdoor advertising, and public relations, supported by relevant theories like Hofstede's cultural dimensions. Media selection, including considerations of literacy rates and internet usage, is also discussed. Internal communication strategies, promotion plans, budget, timeline, and measurement/evaluation strategies are included. The report concludes with recommendations for Inghams' success in the Chinese market, emphasizing the need for a diverse product portfolio and a focus on tier I cities. The report aims to provide a strategic roadmap for Inghams to successfully launch and market its frozen meals in China.

BUSN3051
Group Report
(Inghams frozen meals in China)
Semester 1 , 2019

Executive Summary

Introduction:
1250-1500 [2 people split this - whoever does the least out of the 2 people does the
conclusion]
Introduction of countries considered and final choice
Cultural screening
Political and Legal Environments
Competitive Position -[Competitors: KFC
Environments/Technological screening o Market potential
Final country selection
Identification of target(s)
Product adaptation/standardisation strategy
● Market entry strategy - Strategic alliance?
● Distribution strategy
● Pricing Strategy

Communications Strategy:
3250-3500 words total
Communication objectives:
(500 words)
Target audience:

( 500 words)
Communications mix:
(external and internal) and could include a detailed discussion of some of the
following communication vehicles: [ 1000 words Diminee , + make the graphic mock
ups)

● Press
● Online
● Advertising - Outdoor advertising, OOH advertising (Elevators..)
● Print
● Public Relations
Why choose these methods of adversiting?
Relevant theories:
● Hofstede
● Expressions of culture
-Symbols
-Heroes
-Rituals
● Collectivism in China
● Cultural sensitivity
● Five cultural orientations
● Context in culture
Discuss language (ensuring it is translated well) - pp 135 chapter 4 Verbal
communication.
Feng shui in advertising?
Media Selection (pp 536 Chapter 15)

Table 15.3
China- literacy rate = 92%
- Household with television = 97%
- Radio stations per one million people = 0.5
- Daily newspapers per one million people = 0.7%
- Internet users (percentage of population) = 38%
Transit media - Shanghai- taxi’s with small televisions screens -targeted advertising.
Internal communications mix ( 700 Words)

Promotion:
(external and internal) (800 words)
Budget Timeline (describe each key event or activity that will need communications)

Measurement/evaluation strategy

Concluding Remarks: (100-250 words)
Thus, it can be concluded that Inghams is having favorable business conditions in doing
business in the Chinese market. This report discussed about the different opportunities
and challenges that will be faced by Inghams in operating in China. In addition, the
target market and the targeting strategy to be initiated is also discussed in this report.
Communication strategy is also discussed in this report, which will help Inghams in
recahing out to the target customers effectively and gaining the maximum market
coverage. However, it should be noted that in order to get the success in the Chinese
market, Inghams should have high diversity of products due to the reason that
diversified product portfolio will help to cater to different needs and expectations of the
customers in a large country such as China. On the other hand, it is also recommended
that Inghams should tap the tier I cities comprising of the metropolitan locations in order
to gain the maximum market share and revenues. In the following stage, tier II cities
should also be targeted along with the other Asian countries such as India. Thus,
operating in the Chinese market will ensure that Inghams will have huge expansion of the
market in the long term.

References