International Marketing Plan for Podpac Pty Ltd in the Indian Market

This report presents an international marketing plan for Podpac Pty Ltd, an Australian food and beverage company, aiming to expand its business in India. It begins with an executive summary and a client overview, detailing Podpac's background and competitive advantages. The plan includes an international environment audit using PESTEL analysis to understand the political, economic, social, technological, environmental, and legal factors influencing the Indian market. It identifies the target market through geographic, demographic, psychographic, and behavioral segmentation. A competitor analysis assesses key rivals, and marketing objectives are set using the SMART framework. The proposed marketing mix utilizes the 4Ps (product, price, place, promotion) with detailed strategies for each. An implementation, evaluation, and control section outlines the execution and measurement of the plan's success. The report concludes with recommendations for optimizing business growth in India.

International Marketing Plan
of Podpac Pty Ltd. Company
of Australia

1
Executive summary
An international marketing plan is important for the Podpac Pty Ltd., Company in order to
expand its business in India. After reviewing the company background, it is seen that it is an
Australian food and beverage firm that manufactures several coffee pods for their consumer. The
firm is going to expand its business in India, and thus with the help of PESTEL and competitors
analysis, the company will understand the external environment of this country which may affect
their business procedure. In other words, both these analysis will help them to understand the
target market and to make appropriate market objectives that must be suitable for the business.
The firm uses various theories for making appropriates strategies for the marketing mix of their
products. The implementation plan, control and success rate measuring procedure of this firm
has been discussed in this context, and it is seen that all these factors are based on the theories
and strategies uses by the firm. Furthermore, some suggestions are provided that can help the
firm to improve its business growth after expanding it in the Indian market.

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Table of Contents
Introduction.................................................................................................................................................3
Client overview...........................................................................................................................................3
International Environment Audit.................................................................................................................4
Target market..............................................................................................................................................5
Competitor analysis.....................................................................................................................................6
Marketing objectives...................................................................................................................................6
Proposed marketing mix..............................................................................................................................7
Implementation, evaluation, and control......................................................................................................8
Conclusion...................................................................................................................................................9
Recommendation.........................................................................................................................................9
References.................................................................................................................................................10
Appendices................................................................................................................................................12

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Introduction
The primary purpose of the paper is to provide an international marketing plan for Podpac Pty
Ltd. of Australia which is going to expand their business in India. The paper will discuss the
current organization situation in their home country, along with the band elements of the firm. In
other words, a PESTLE analysis is important that will help the firm to understand the Indian
market segments. Besides this, the target market will be set by the firm that will help to select
the appropriate consumer base that is be beneficial for their business. The paper will help in
evaluating competitor analysis, marketing objectives, and marketing mix of this firm as it will
help the business to stabilize their position throughout the new market segments. There are few
of the crucial ways of implementing the strategy along with some recommendations that will be
provided in such a manner that it should be advantageous for the company after expanding their
business in the Indian market.
Client overview
Podpac Pty Ltd., in an Australian company which aims to provide coffee pods for the people of
this country. The head office of this firm is located in Beverly, South Australia, and it was
established in 2012 (Express Pods, 2019). The firm uses Nespresso machines for maintaining
their competitive advantage and for increasing their pod technology and services in both local
and international markets without facing any disruption in their current business operation. The
company nowadays is making the strategy of launching flavored coffee, hot chocolate, and tea
pods products for its consumer base so that they can enhance their revenue and growth in the
new market. The business name of this company is PODiSTA, which is a retailing company that
currently have 4.8 billion dollars of revenue and maintain186.7% growth rate in each year
(Express Pods, 2019). It is a public company that provides retailer and consumer products, and
they have only 17 number of employees.
After analyzing Podpac Pty Ltd., background it is seen that the firm has the capability of
producing their own pods by offering some amazing bundle values to their consumers. This
process has also increased their resources and capabilities of delivering the products within 24
hours of ordering. In other words, the strength of this firm is to deliver the products with free
shipping costs, and this prospect can attract the consumer to purchase products from this brand in
the market segments of India. Apart from this, they also upgraded their Express Delivery features

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so that they can provide effective delivery to their consumer base in the selected Indian market
(Chen and Lee, 2015). Besides this, if the company follows absolute advantage theory of
international business, then they can easily improve their efficiency of the production process.
With the help of this theory, they can manufacture their goods at high-efficiency rate in
comparison to the similar products present in the chosen country market. Hence, if the firm
follows all these features, then they can generate a positive impact on their business after
expanding it internationally.
International Environment Audit
For understanding the international environment of India, PESTLE analysis has been done,
which will help Podpac Pty Ltd., Company to make a proper strategy to overcome their barriers.
Factors Features
Political  The biggest democratic and powerful country that enables this
retailing firm to increase their business growth in India
 Presence of multivariate political rules and tax rate affected the
business environment of this firm
 Corruption rate can affect the operating cost of business
Economic  Changes in the taxation system, inflation and interest rate can affect
the business
 Industrial reform policies of India influence the firm to stable their
economic position
Social  Changing demands of the customer can affect the business growth
 People of India easily attracted by new goods and services
Technological  Innovative technologies are used for product development
 In India, the technologies are upgraded after a certain period which
provides a positive impact on retailing companies
Environmental  Biodegradable packaging should be used for controlling the
pollution rate
 Environmental regulations and pressure can affect business growth
Legal  Health and safety rules can create some issues for the business
 Minimum wage, discrimination, and disability create a huge impact

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on the food and beverage sector
From the PESTEL analysis, it is seen that the chosen food and beverage company gets both
positive and negative impact on their business procedure after expanding their business in the
Indian market. After analyzing the political factor, it is noticed that being a democratic and
powerful country, it can create a positive impact on the business growth, but the presence of
taxation law and multivariate political factors can affect the business operation (Carvalho, Paiva,
and Vieira, 2016). In other words, changes in inflation, interest, and corruption rate can increase
their business functional costs, but if the firm follows industrial reform policies, then it will
became easier for them to enhance their economic value.
From the social factors, it is analyzed that it is necessary for the company to make appropriate
strategies by which they can handle the changing needs of the consumers and can attract them
towards their firm. Besides this, the Indian government produces all sorts of facilities for
improving the technological aspects for a firm (Grabs et al., 2016). Hence this prospect can
create a positive impact and provide the desired elevation in the execution of the business
procedure of the organization. Apart from this, for reducing pollution, most of the companies in
India use biodegradable products and follows several environmental regulations and rules
(Scrinis, 2016). Thus for expanding the business of Podpac firm in India, they have to follow this
regulation properly as it will enhance the effectiveness of their business procedures. Moreover,
the health and safety rules, as well as the discrimination and disability factors, can create some
issues for this firm and thus they have to utilize some proper strategies that help them to
overcome their barriers in India.
Target market
For the business of Podpac firm in the Indian market, the following target market has to be
chosen by this company:
Geographic segmentation- Based on this segmentation, the Podpac firm has targeted the
population of both rural and urban areas (Doherty, Smith and Parker, 2015). In addition, the firm
selected their company to headquarter in the small market of New Delhi because people of this
region are mainly fond of drinking and eating healthy products.

6
Demographic segmentation- In terms of demographic segmentation they targeted people whose
age is in between 20 to 45 years and according to the family structure they targeted both married
and bachelor people (Fadhil et al., 2017).
Psychographic segmentation- For this segmentation, they mainly targeted young people
belonging to the upper class and upper middle-class families (Fadhil et al., 2017). The firm also
targeted hectic life styled people who preferred to drink different flavors of coffee to feel relax
and sorted.
Behavioral segmentation- In relation to this segmentation, the firm targeted those people who are
not loyal to their brands and they also switch their brand preference based on the product
offerings (Doherty, Smith and Parker, 2015).
Competitor analysis
Presence of a thriving and vibrant industry in India increases the competition rate for this Podpac
firm. The main competitors of this firm in India are as follows:
Competitors Features
ITG EXIM Pvt.
Ltd
The company is present in Delhi, and they provide wholesale goods to the
consumers of India
Max Food, Inc. It is one of the leading food and beverage company of India that makes
gluten-free goods for the people of this country
Both these competitors have the same target market as that of the Podpac firm, and due to this
reason, it is essential for this Podpac firm to make appropriate and effective strategy to maintain
the competition rate with these similar firms (Millard, 2017). One of the strategies of this firm
will be that they should provide unique product offerings for grabbing the attention of their
consumer base. Besides this, they should follow the national competitive advantage theory as
this theory will help them to upgrade and innovate their products offerings as per the market
needs (Samper and Quiñones-Ruiz, 2017). Hence, by following this theory and maintaining this
strategy, the firm can maintain its competitive advantage with the competitors that are present in
the Indian market.

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Marketing objectives
The SMART marketing objectives that should be used by this Podpac form after expanding their
business in India are as follows
Specific- To sell the goods through several online portals that present in India such as Flipkart,
Amazon.com.
Measurable- To launch a social media campaign for communicating with the consumers
regarding the benefits of these products and collecting their feedback report over the goods
offerings
Achievable- To develop an advertising campaign for the goods and achieve as one of the leading
Food and Beverage Company in India
Realistic- To provide attractive incentives to the several distributors in order to gain high market
share in this country.
Timeframe- To increase the overall productivity rate by 12% at the end of each year and also to
the increase the market share by 0.8% at the end of the first year of launching
Proposed marketing mix
Podpac Pty Ltd., Company will provide several varieties of products to their targeted consumer
base, and therefore, the firm uses the 4Ps marketing mix. The strategies and theories that should
be used for this marketing mix are provided below:
Products
The firm in the Indian market will provide several varieties of products, and this will be divided
into five different categories. The main strategy of differentiating these products into different
categories is to marketing their goods properly to their targeted consumer (Borrella, Mataix, and
Carrasco‐Gallego, 2015). By using different categories, they wanted to make differentiation in
their product offering purposes. The products that should be sold by the firm after expanding in
India are Nespresso, PODiSTA milk frother, Cuppa Chic, Double shot pods, lungo, chocolate
pods, sugar-free flavored pods for children, strong coffee pods, dark chocolate coffee beans and
caferro descaler (Levy, Reinecke and Manning, 2016).

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Price
For offering these products, the firm will use differentiated pricing strategy, which means they
will offer each product with different prices. In terms of pricing procedure, the firm uses two
types of pricing techniques one is for the packaging process, and another is for daily use (Ghauri
et al., 2016). If a company of India wants to purchase the coffee pods for a year, then the pricing
cost will become around 600 dollars whereas if it sells regularly, then the costing will change.
Normally the product prices will range from 5 dollars to 250 dollars, and it depends on the
products numbers as well as the particular good that has been chosen by the consumers (Wang
and Yu, 2016).
Place
For the selection of place, the firm will choose the New Delhi market because the people of the
region want to try healthy and safe food products. Thus by selecting this place for expanding the
business in India, the firm can gain a huge amount of profit from this market (Solér, Sandström
and Skoog, 2017). Moreover, the products will also be made available throughout different
online platforms. For entering in the new market, the firm will apply the venture mode of entry,
and thus by selecting this market, they can improve their business growth.
Promotion
In order to promote the products in the Indian market, the firm will use an innovative strategy
which helps them to grab the attention of their targeted consumers easily. The company strategy
is to arrange campaign in various region of New Delhi for promoting their products range to their
consumer base (Pinto et al., 2017). The firm will also promote its products through different
social media platforms, television advertising and throughout newspapers as these channels will
generate crucial impact on the consumers.
Implementation, evaluation, and control
In order to implement this plan, the Podpac Pty Ltd., should use appropriate strategies by taking
help from their partner companies operating business throughout the concerned market segments.
After understanding the market needs and getting proper instructions from the venture company,
they can easily control their business procedure. Besides this, by collecting feedback from their

9
consumer, they can measure their success rate and enhance their performance in India (Kumar
and Pansari, 2016).

10
Conclusion
The paper concludes that a proper international marketing plan is essential for expanding the
business in other country markets. The Podpac Pty Ltd., company uses various theories and
concepts for entering into the Indian market. With the help of PESTEL and competitors analysis,
the firm is able to understand the external environment of India that may affect their business.
Keeping this in mind, they need to select their target market and should develop appropriate
marketing mix strategies for increasing their market position in the chosen Indian market.
Furthermore, by taking help from their partner company, the firm can implement, control, and
measure their business activities properly.
Recommendation
Some recommendations are provided that can help the Podpac Pty Ltd., firm to improve their
business activity in the chosen Indian market, and these are as follows:
 It is recommended that the firm should appoint an experienced management team of
experts who understands the needs of consumers of India and can suggest proper
measures to enhance the product quality and marketing strategies.
 Another recommendation is that the firm should follow the Global Strategic Rivalry
Theory, as because by using this theory they can develop effective strategies based on
their rivalries’ activities which will help them to achieve higher benefits as compared to
other international organizations present in the market.

11
References
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coffee industry: opportunities, constraints, and the businesses that are making it possible. IDS
Bulletin, 46(3), pp.29-44.
Carvalho, J.M., Paiva, E.L., and Vieira, L.M., 2016. Quality attributes of a high specification
product: evidence from the specialty coffee business. British Food Journal, 118(1), pp.132-149.
Chen, M.F., and Lee, C.L., 2015. The impacts of green claims on coffee consumers' purchase
intention. British Food Journal, 117(1), pp.195-209.
Doherty, B., Smith, A., and Parker, S., 2015. Fair Trade market creation and marketing in the
Global South. Geoforum, 67, pp.158-171.
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buy-from-us [Accessed 4 Jun. 2019].
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Potential of Gayo Coffee Agroindustry. Quality Innovation Prosperity, 21(3), pp.114-126.
Ghauri, P., Wang, F., Elg, U., and Rosendo-Ríos, V., 2016. Market driving strategies: Beyond
localization. Journal of Business Research, 69(12), pp.5682-5693.
Grabs, J., Kilian, B., Hernández, D.C., and Dietz, T., 2016. Understanding coffee certification
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Kumar, V., and Pansari, A., 2016. Competitive advantage through engagement. Journal of
Marketing Research, 53(4), pp.497-514.
Levy, D., Reinecke, J., and Manning, S., 2016. The political dynamics of sustainable coffee:
Contested value regimes and the transformation of sustainability. Journal of Management
Studies, 53(3), pp.364-401.
Millard, E., 2017. Still brewing: Fostering sustainable coffee production. World Development
Perspectives, 7, pp.32-42.