Marketing Plan Report: Tim Tam Biscuit's Sri Lanka Market Entry

This report details a marketing plan for Tim Tam biscuits, focusing on their potential entry into the Sri Lankan market. It begins with an introduction and then provides a thorough market analysis, including market size, growth rates, population, market barriers, and drivers. The organizational analysis covers the background of Tim Tam, its customer audit, and a 4Ps analysis (product, price, place, and promotion). A competitor analysis identifies key rivals and highlights Tim Tam's unique selling proposition. The report then examines the macro environment using Porter's Five Forces and analyzes the value chain. A BCG matrix and SWOT analysis are also included to assess the brand's position and strategic options. The report concludes with key findings and recommendations for successful market entry.

Marketing Plan 0
Global Marketing
Student’s Name
8/19/2019

Marketing Plan 1
Table of Contents
Introduction......................................................................................................................................2
Market Analysis...............................................................................................................................2
Organizational Analysis...................................................................................................................3
Competitor Analysis........................................................................................................................6
Macro Environment.........................................................................................................................8
Porter Five Forces........................................................................................................................8
Value Chain.....................................................................................................................................9
BCG Matrix................................................................................................................................10
SWOT Analysis.............................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
Appendix........................................................................................................................................14

Marketing Plan 2
Introduction
Marketing strategy play an essential role for the organization to grow in the competitive
market. The company led in the market with the help of efficient marketing strategy. The
international market involves opportunity and threats for the companies. One of the leading
brands Tim Tam biscuit already expanded its business in the international market. The company
is planning to cover Asia-Pacific country in which Sri Lanka will be the target market for the
brand to expand is business in such market (Morgan, Whitler, Feng & Chari, 2019).
In the following part there will be detailed analysis of the Sri Lanka’s market according
to which the company can able to enter in such market and the strategies that is been adopted by
the company with the threats that is involved in the market.
Market Analysis
 Size of the Market and Growth Rate
In the year 2008, the per capital income of the biscuit consumption was in the region of four
kilogram’s. As the time, the consumption of biscuit in Sri Lanka was pegged at slightly below
than 44000 metric tons a year as well as its value at around 17.8 billion. In order to analyze the
current situation the consumption of biscuit increased to 81000 metric tons as well as is valued at
36 billion rupees (Herath, 2018).
 Population
The current population of the country Sri Lanka is approximately 21, 0827,970 that is
equivalent to the 0.27% of the total world population. The country is considered as 58 ranks in
the list of the countries by the population and 19.7% of the population is urban. Therefore, it
represents that the country possess high range of population that enhance an opportunity to the
company to grow in the competitive market in an effective manner (Herath, 2018).
 Market Barrier and Market Driver
Market Barrier Market Driver

Marketing Plan 3
 The country has implemented special
commodity levied on the imported
vegetable oils, sugar, and wheat as well
as on other basic products that will
enhance the overall cost of the
organization to the certain extent
(Wijayarathne & Perera, 2018).
 The country has enacted new
antidumping law as well as
countervailing duties law with
safeguard measure low to protect the
domestic industries.
 Consumer Affair Authority of Sri
Lanka set maximum retail prices for the
essential items (Berk, Cummins,
Dowling & Lucey, 2017).
 The country has been the member of
World Trade Organization since the
year 1995 in which they have adopted
liberal trade regime. The strict control
over the imported agricultural items
have been changes as well as the
organizations are also allow to trade
free without any special restriction
(Talagala & Arambepola, 2016).
 The tourism is increasing at greater
level in Sri Lanka that enhances the
opportunity for the companies to attract
wider range of consumers in an
effective manner (Jebarajakirthy &
Lobo, 2015).
Organizational Analysis
 Background of the company
Tim Tam is one of the biscuit brands of Arnott Company that as introduced in the year 1964
in the Australian market. Tim is the famous Australia biscuit brand in Australia that is consumed
by nearly 95% of the household. In the recent, it has manufacturing plant in Sydney, Brisbane, as
well as Adelaide. According to its official website, the company has various product categories
which include Chocolate Biscuit, Sweet Biscuit as well as Savory Crackers which Tim Tam is
the product line belongs too. The market value of the brand is 2.2 billion and every year the
brand made 670 million. It is estimated that the brand has cover 60% Australian market which is
the actual market size of the brand (Tim Tam, 2019).

Marketing Plan 4
 Customer Audit and Buyer
The brand is suitable for the age group of 13-25 as well as the students with the fist jobber. The
consumer who majorly prefer low price product will prefer to buy Tim Tam. The consumer can
eat Tim Tam as healthy snack. The product will be available in the retail market as well as also
provided through online platform. Different type of payment method is provided to the
consumers to make them ease in payment. The other information is provided in Appendix 2.
4Ps
 Product: Tim Tam offer variety of flavor in biscuits to the consumer. It offers
strawberry, chocolate as well as other flavor that give choice to the consumers to select
among them such as salted, caramel, while chocolate, classic dark, coconut cream,
raspberry as well as peanut butter in an effective manner. The brand offers numerous
package designs as well as net weight that range from 175gram to 200 gram. (De
Vlieger, Collins & Bucher, 2017).
 Price: Tim Tam adopted competitive pricing strategy to compete its competitor. It offers
variety of product at reasonable price to attract maximum number of consumers in an
effective and efficient manner (De Vlieger, Collins & Bucher, 2017).
 Place: the product is provided at every retail store in the international market which
include from supper market to small retailer that help in covering maximum number of
consumers in an effective manner. The company distributed its product through
distributor, wholesalers, sales agents, consultants as well as value-added resellers.
 Promotion: The Company advertises its product through social media such as radio,
internet, TV as well as radio to create positive brand association. Moreover, Newspaper,
as well as adopted sales promotion method to target its consumers in more effective
manner (Pearson, Simon & Thompson, 2018).
Competitor Analysis
The market of Sri Lanka involved intense competition in which the major competitor is
local companies. The demand of biscuits is high in the Sri Lanka that attracts new companies to
enter in the market. The major player in Sri Lanka is Ceylon’s Biscuits Limited, DIMO Batta and

Marketing Plan 5
Cherish Biscuits. They have earned great image in the market and gain trust of the consumers by
catering quality biscuits at reasonable prices. Ceylon’s Biscuits Limited was awarded as the top
export brand of biscuits in the international market that made them stronger in the market. it is
world recognition mother company. However, the company does not offer huge promotion to the
consumers. DIMO Batta and Cherish Biscuits has covered maximum market share to compete its
competitor as well as has strong marketing strategy that made them competitive in the market
Dimo Batta has strong supplier chain in the country with strong charity work however it is not
well recognized in the international market. Cherish Biscuits has strong marketing campaign as
well as sell skilled employee however not much local flavours are available in the market for the
consumers (Bunyan, 2015).
Unique Selling Proposition
The main competitive advantage that the brand enjoys is variety of flavor. It majorly
innovate new flavors that attract the consumers towards their product in an effective manner. In
the recent, the brand maintains high quality of product at reasonable rate that make them unique
in the competitive market (Bunyan, 2015).
Positioning Map

Marketing Plan 6
In order to analyze the competition in the market the main competitor of the company is
Cherish as well as Ceylon`s. Cherish provide its product at reasonable prices to its consumers
whereas Ceylon`s provide premium biscuits to its consumers that enhance its taste bids that
attract maximum number of consumers in an effective manner. However, Tim Tam will be big
competitor for Sunrich due to its quality and variety of product that will be provided to the
consumers (Chernev, 2015).
Macro Environment
Porter Five Forces
Bargain power of
consumers
The bargain power of consumers in the industry of Sri Lanka is
high due to the main reason the cost of switching is low for the
consumers as well as the consumers has variety of options in the
High Quality
High PriceLow Price
Low Quality
Cherish
Ceylon
Tim Tam
Sunrich

Marketing Plan 7
brands that they can select. Therefore, it enhances the bargain
power of consumers to the certain extent (Nykiel, 2016).
Bargain power of
Suppliers
The bargain power of suppliers in such industry is moderate due to
the reason the demand of biscuits is high that force the suppler to
supply great flow of material to the companies that make them
possible to control over the price with the deal (Nykiel, 2016).
Threat of substitute The threat of substitute is high in such industry due to the main
reason the consumers has other options as well in snacks such as
cookies, bread, potato wedges, rusk and so on that can affect the
demand of biscuits to the certain extent( Carraher, 2018).
Threat of New Entrants The threat of new entrants in such industry is moderate due to the
reason the demand of biscuits in such industry is high that attracts
maximum number of new companies to enter in the market.
However, the requirement of huge investment in such industry
resist the small firms to invest its amount due to giant companies
already exist (Carraher, 2018).
Rivalry The intensity of competition in such industry is high. The local
companies have covered maximum number of market share that
does not give space to the international brands to enter in such
market to the certain extent (Carraher, 2018).

Marketing Plan 8
Value Chain
Inbound Logistic The company will manage 10 distribution centers for the distribution of
product to the stores. It is expected that in the initial more than 300
suppliers will support in manufacturing 10000 product lines to make
the company unique as well as competitive in nature
Outbound Logistic The consumer will transport their product by themselves. The service
of transport is also provided to the customers in case they will order
online.
Operations: The brand will be operated in the repudiated area of Sri Lanka where
they are able to catch the consumers in an effective manner (Mudambi
& Puck, 2016).
Services The product information will be provided to the consumers through
catalogue as well a display through advertisement. The sales assistant
will be not required as retails will entertain the consumers.
Firm Infrastructure The organization will follow hierarchical organizational structure as
well as expanded at large size in the market (Mudambi & Puck, 2016).
Human Resource
Management
The employees will be provided effective training as well as
motivational factors will be included to retain for longer period of time

Marketing Plan 9
(Mudambi & Puck, 2016).
Technological
Development
The research will be continuing in Australia only. The organization will
also adopt technologies at greater level in different process.
BCG Matrix
Cash Cow: Cash cow is one of the most profitable sides of the brand that should be “milked”
which provide as much cash as possible. Therefore, the product that serve as the financial
foundation of the Tim Tam is their variety of flavor and product such as two crunches biscuits,
coated chocolate Tim Tam as well as other pattern that make them, competitive in the market.
Stars: the stars are operated in high growth industries as well as maintain high market share.
Therefore, The Tim Tam is the star of Arnott bits. They are not high in demand in the current
scenario but it is expected to be enhancing in the near future (Mohajan, 2017).
Question Mark: it is the brand that requires much closer consideration. Therefore, the product
that is not performing up to the managerial expectations are other innovated flavors such as
mango. It was expected that most of the consumers will like such flavor However; the demand of
such product is low (Hassan, 2017).
Dogs: It hold low market share as compared to the competitors as well as operates in a slowly
growing market. Therefore, the product of Tim Tam that has poor performance is Family pack.
The people majorly prefer small packaging that decreases the demand of family packaging of the
product.

Marketing Plan 10
SWOT Analysis
Strength Weakness
 Strong goodwill
 Effective marketing strategy
 Premium quality
 High price
 Weak in management of employee
Opportunities Threats
 New market for business
 Increase in demand in the international
market.
 Updated technology boosts innovation
in the international market
(Phadermrod, Crowder & Wills, 2019).
 Competition at intense level
 Change in taste and preferences
Conclusion
From the above analysis it can be concluded that marketing strategy is one of the
essential factor to grow in the market. Tim Tam is one of the leading brands that are available in
the international market. The brand is expected to enhance its service in Sri Lanka that will
provide an opportunity to the organization to grow in the competitive market. Sri Lanka has great
demand of biscuits. The company can find the opportunity in such market more efficiently.
However, there is intense competition in the market that the company is required to cover
through effective marketing strategy.

Marketing Plan 11