IBS 310: International Marketing Plan - New Zealand Naturals in Asia

This report outlines an international marketing plan for New Zealand Naturals, an ice cream company based in New Zealand, aiming to expand into the Asian market. It begins with an executive summary and table of contents, followed by an introduction to the company and its international environment audit, including political, economic, social, technological, environmental, and legal factors. The report identifies the target market as health-conscious premium consumers and analyzes competitors such as Baskin Robbins and Mama Mia. Marketing objectives are defined, and a proposed marketing mix is presented, covering product, price, place, promotion, and people strategies. The report also includes an implementation, evaluation, and control plan, with a timeline and responsible parties. Finally, the report concludes with recommendations to ensure success in the international market.

Running head: IMP
IMP
Name of the Student
Name of the University
Author Note

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Executive Summary
Before a firm is able to expand into an international country, it becomes important for the it to
adopt the means of the International Marketing Plan which will help the firm to ensure success in
the long run. The report is based on the international marketing plan of the New Zealand
Naturals with the help of which the firm will be able to identify the target market, the external
market and the firm`s overall plans before expanding into the international market. The
evaluation plan, control measures and the competition analysis has also been provided.

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Table of Contents
Introduction......................................................................................................................................3
About the firm..................................................................................................................................3
International Environment Audit.....................................................................................................4
Political........................................................................................................................................4
Economic.....................................................................................................................................5
Social...........................................................................................................................................5
Technological innovations...........................................................................................................5
Environmental..............................................................................................................................6
Legal............................................................................................................................................6
Target Market..................................................................................................................................6
Competitor Analysis........................................................................................................................6
Marketing objectives.......................................................................................................................7
Proposed Marketing Mix of the firm...............................................................................................8
Implementation, Evaluation and Control.........................................................................................9
Conclusion and Recommendations................................................................................................11
References......................................................................................................................................12

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Introduction
Marketing forms an essential part of the organization and with respect to this, it becomes
considerably crucial for the firm to ensure that it is successfully able to undertake initiatives
which will ensure that they are being able to attract the customers and earn larger revenues
(Ansoff et al. 2018). The given report concentrates on one such chosen organization named the
New Zealand Naturals which is an ice-cream company based in the New Zealand and requires
adequate initiatives to increase its popularity. Although the firm has been performing well in its
country, it is often faced by serious competition which lets down the overall performance of the
firm. The given report will outline the international marketing plan of New Zealand Naturals as it
plans to expand in Asia.
About the firm
The New Zealand Naturals Premium ice cream can be understood to be a global franchise
network which is largely based in New Zealand and can be understood to be an international
franchisor of ice cream, smoothie, frozen yoghurt and juice parlours. The particular brand is
often found in various shopping centres based in Australia, New Zealand and Thailand including
other countries (Newzealandnatural.com 2019). The SWOT of the company has been done in
the following section:
Strengths Weakness
The brand can be understood to have a good
brand image.
The organization has been able to win various
rewards over the past few years.
The products provided by the firm has been
meeting the needs of various customers.
Very often the different customers tend to
consider the ice-cream as an unhealthy
offering which then lowers the sales of the
firm.
The product has been priced in the premium

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The product has good packaging which
attracts the different customers.
category and thereby quite high
The firm has been facing adequate
competition from the other dessert companies.
Opportunity Threats
The organization can expand its
international franchise country and
thereby undertake consistent initiatives
which will help them to serve a larger
audience (Newzealandnatural.com 2019).
The rivalry in the market can be understood to
be very fierce in nature.
There exists better alternatives as well as
substitutes in the market.
In addition to this, different customers often
prefer to consume cheaper ice creams instead
of the premium brands.
International Environment Audit
In order to understand the overall performance of the firm in the long run and in the
international competitive market, it becomes considerably crucial for the firm to understand the
external factors which exist in the market and tend impact the company in an overall manner
(Baker and Saren 2016). The different factors which affect the overall operations of the firm can
be considered to be as follows:
Political
The political aspects are related to the degrees to which the government intervenes in the
economy as present. The VAT structure has been changing considered to be very comprehensive

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in nature and in line of this, the burden on the consumer increases (Chernev 2018). Various
public organizations promote the healthy products to the different customers.
Economic
These factors are the macroeconomic factors that impact the businesses operate in the
food industry. The unemployment rate of the firm has increased. The inflation is also a factor
which can be considered to be a relatively crucial factor (David and David 2016). In addition to
this the production of sugar had increased in the long run and in line of this it is crucial to
understand that this tends to impact the operations of the firm.
Social
The business operates within the competitive environment and the primary purpose is to
serve the different customers. Hence, the consumer habits of the different customers tends to
impact the overall sales of the firm (Chonko and Hunt 2018). It needs to be understood that as
various customers have become health conscious and it is for this reason that, the ice creams
need to come up with offerings which attract the customers.
Technological innovations
The new technological innovations which exist have enabled people to make their own
ice cream using various methods and modern kitchen appliances which enable the different
individuals to opt for their own ice cream (Homburg, Jozić and Kuehnl 2017). In line of this, it
has to be understood that, this emergence of new machines as well as the inbuilt systems lead to
a decrease in the sales of these outlets as present.

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Environmental
The environmental factor comprises of factors like climate change, temperate problems
and other pollution activities which then needs to be treated by adopted environmental friendly
methods and additionally this often leads to a fluctuation in the sales of the company.
Legal
The legal aspects which have to be catered by the firm can be stated to be aspects like
following the rules and regulations of the firm, food hygiene, retailing and other sanitation
issues.
Target Market
The appropriate target market which the firm has aimed to select for itself can be
understood to be the health conscious premium group of customers. These customers generally
belong to the upper middle class incomed group and are generally professionals who are
conscious of the health themselves (Lovelock and Patterson 2015). The ice-cream as a product
can be understood to be a favourite of all the employees and in line of this, it can be considered
to be important that the firm is able to understand the characteristics of this market and in line of
this, serve them properly. The given target group is generally aged 25 to 35 and like to spend
excessively on health products. Hence, the premium priced products can be given to this target
group in order to ensure success with the new marketing target of the firm.
Competitor Analysis
The competitor analysis in the organisation can be largely considered to be an integral
analysis which has to be carried out by the firm and will go a long way in assisting the, to

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understand the organization will be able to make plans which will assist them in combating
against the competition which exists (Wheelen et al. 2017).
Features Baskin Robbins Naturals Ice-cream Mama mia
Customer segment The customer
segments which the
firm tends to provide
service to can be
stated to be the
middle to higher
incomed group
customers who tend
to prefer ensuing
their ice-cream and
hence, various outlets
of the brand are
present successfully.
The customer
segment which the
firm aims to serve
can be understood to
be the health
conscious customers
who are willing to
pay a higher price to
receive better
products.
The mama mia is an
international brand
and is quite popular
in the Asian countries
and offers low priced
ice creams to the
different customers
who like to enjoy
good quality ice
cream at affordable
prices.
Pricing The pricing of the
Baskin Robbins can
be considered to be
relatively moderate in
nature (Gummesson
2017).
The pricing of
Naturals ice cream
can be considered to
be relatively high in
nature.
The price of the
product can be
considered to be low.
Product quality The product quality
can also be
understood to be
moderate in nature.
The product quality
of the product can be
considered to be quite
high
The product quality is
moderate in nature as
per the price.
Countries of
operation
Located in 50
countries
The Naturals ice-
cream is present in
the Indian market.
The countries of
operation are USA
and India
Marketing objectives
The marketing objectives of the firm currently can be stated to be as follows:
 The firm aims to engage in revenues amounting to $100000 in the first three months of its
operations

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 The firm aims to attain 20% of the market in the first one year
 The firm aims to ensure that it will be able to serve 100000 customers each month in the
first three months (Moutinho and Vargas-Sanchez 2018).
Proposed Marketing Mix of the firm
The proposed marketing mix of the New Zealand Naturals Ice cream can be understood
to be as follows:
Product: The product which the firm aims to offer to the customers as present in the Asian
Market can be understood to be products like health drinks, smoothies, yoghurts, real fruit ice
cream and ice cones (Bagozzi et al. 2018). These products will be essentially made of healthy
ingredients and in line of this, it can be understood that, the given products aims to cater to the
needs of the different customers who are essentially concerned about their health and in line of
this, it can also be understood that the given target market will prefer the product.
Price: The price of the product which the firm aims to offer can be considered to be premium as
it is. The firm spends a considerable amount on the sales of the products and with respect to this,
it has to be understood by the firm that, the offerings which it aims to make can be offered in
lower prices and hence, with respect to this, the firm will attain success (Goworek, McGoldrick
and McGoldrick 2015). Hence, premium pricing can be understood to be an effective strategy of
the firm.
Place: The place refers to the point of sales and in addition to having their own stores in various
parts of the Asian countries, the New Zeeland Naturals will also ensure that, they associate
themselves with various online food sellers which will help them to make their products
considerably popular (Newzealandnatural.com 2019).

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Promotion: The promotion plan which the firm aims to follow can be stated the digital marketing
approach. In this kind of an approach, the firm will be required to use the social media approach
through which the firm will be selling its products to the target group of customers. Various
campaigns across Facebook, Instagram and twitter will be carried out which will then assist in
ensuring success for the firm in the long run (Atwal and Williams 2017). The customers will also
be approached using email marketing, telephone marketing and test marketing in various
shopping malls.
People: The employees of the firm will be trained successfully with respect to the sales of the
firm and in line of this, it can be rightfully understood that, this will ensure in assisting the firm
to attain its overall objectives. Moreover, they shall be provided training regarding the health
benefits of the ice-cream and taught the various methods of marketing and sales promotion.
Implementation, Evaluation and Control
Sr. No Actions Contents Time frame Cost Person
responsible
1 Market
research
The market
will be
researched
thoroughly and
new
opportunities
which exist in
the new market
shall be
identified
accordingly.
2 months $20000 Marketing
manager
Research
manager
2 Beginning of
the campaign
The campaign
will be started
and
simultaneously,
the online a d
offline
1 month $5000 Marketing
manager
Marketing
team

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campaigns will
also begin.
3 Social media
platform plan
The social
media
platforms will
be used and in
line of this,
Facebook,
Instagram and
Twitter will be
used as a
proper tool to
attract the
different
customers
along.
6 months $40000 Marketing
team
Social
media
manager
4 Television
and mobile
marketing
The television
and mobile
marketing shall
also be used as
a relevant tool
which will
have in
reminding the
different
customers of
the products of
the firm
(Villeneuve
and Pasquier
2017).
3 months $25000 Marketing
manager
Sales team
5 Blogging and
reviews
The
organization
will also be
using
influencers and
the blogging
techniques. In
this manner,
the different
reviews and
online
measures shall
also be adopted
2 months $20000 Social
media
manager
Marketing
manager

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by the firm.
6 Evaluation
and Control
In line with the
control
activities, the
firm will be
using the key
metrics like:
Return on sales
Return on
investment
Customers
served
Net profit
Measures like
these will help
in ensuring
success in the
long run.
1 month $5000 Manager
Finance
manager
Marketing
manager
Conclusion and Recommendations
Therefore, from the given analysis, the overall Marketing Plan of the New Zealand
Naturals could be identified successfully. Based on this, the report laid down the overall
background of the firm which was then followed by the auditing of the internal and external
environment. It could be understood that the firm wants to provide service to the upper middle
class income group and with respect to this, the overall target market analysis and marketing mix
was examined. The implementation and evaluation plan was also given. Hence, in the form of
recommendations for the different managers of the firm, it can be understood that, the managers
would be required to take the consideration of the marketing management as a serious one and in
line of this, they need to adopt the new evolved digital marketing as a practice in order to ensure

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long term success. Moreover, once the firm will be able to adopt the social media and digital
marketing activity, then they will be able to ensure that they are being able to attract a larger
crowd for themselves.

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References
Ansoff, H.I., Kipley, D., Lewis, A.O., Helm-Stevens, R. and Ansoff, R., 2018. Implanting
strategic management. Springer.
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Bagozzi, R.P., Rosa, J.A., Celly, K.S. and Coronel, F., 2018. Marketing-Management. Walter de
Gruyter GmbH & Co KG.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Chonko, L.B. and Hunt, S.D., 2018. Reflections on ethical issues in marketing management: An
empirical examination. Journal of Global Scholars of Marketing Science, 28(1), pp.86-95.
David, F.R. and David, F.R., 2016. Strategic management: A competitive advantage approach,
concepts and cases. Pearson.
Goworek, H., McGoldrick, P.J. and McGoldrick, P.J., 2015. Retail marketing management:
Principles and practice. Pearson Education Limited.
Gummesson, E., 2017. From relationship marketing to total relationship marketing and
beyond. Journal of Services Marketing, 31(1), pp.16-19.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), pp.377-401.

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Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), pp.377-401.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Newzealandnatural.com 2019. Our story [online]. Available at:
https://www.newzealandnatural.com/our-story (Retrieved on: 27 May 2019).
Villeneuve, J.P. and Pasquier, M., 2017. Marketing management and communications in the
public sector. Routledge.
Wheelen, T.L., Hunger, J.D., Hoffman, A.N. and Bamford, C.E., 2017. Strategic management
and business policy (p. 55). Boston: pearson.