MKTG 1104 Marketing Plan: A Comprehensive Analysis of Jalna Company

This report presents a comprehensive one-year marketing plan for Jalna Dairy Foods Ltd, focusing on the premium creamy vanilla yoghurt within the Australian market. The plan begins with an executive summary highlighting the objective of maximizing profit by increasing market share. It then delves into customer segmentation, identifying health-conscious consumers and dessert enthusiasts as primary and secondary target markets, respectively. A detailed analysis of the marketing mix, including product development, distribution, and integrated marketing communication, is provided. The plan incorporates brand strategy, marketing objectives, and a schedule with budget and forecasting elements. Customer personas are developed to understand the target audiences. The document also includes a competitive analysis, positioning strategies, and concludes with a discussion of market metrics and contingency plans. The overall strategy emphasizes innovation and effective communication to enhance the brand image and market presence of Jalna Dairy Foods Ltd.

Running head: MARKETING MANAGEMENT
Marketing plan for Jalna Company
Name of the student:
Name of the university:
Author note:

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MARKETING MANAGEMENT
Executive summary
Identification of the objective of maximizing the profit margin is appropriate in terms of
accumulating greater share of the dairy market of Australia. The next step is conducting the
analysis of marketing mix for the premium creamy vanilla yoghurt. This analysis would be
effective in terms of identifying the target market. After identifying health seekers and
flavour cravers as the targets, laboratory tests of the yoghurts proves beneficial. This is in
terms of assessing whether the manufactured product is appropriate for the health needs of
the customers. Upon getting positive results, the personnel of Jalna Company needs to make
plans regarding advertising and promoting the benefits of yoghurt to the customers. Using
social media for advertising would help the personnel in enhancing the trafficking of the
audience towards the brand image. Installing privacy cookies and policies in the profile
would reflect conscious approach of the personnel towards the specific tastes and preferences
of the customers. Conducting market research on bringing innovation within the yoghurt
would help Jalna Dairy Foods Ltd to stand out from the contemporary brands.

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Table of contents
Introduction................................................................................................................................3
Segmentation and branding strategy..........................................................................................3
Customer segmentation..........................................................................................................3
Primary and secondary target market.........................................................................................5
Customer persona...................................................................................................................9
Positioning and branding strategy........................................................................................10
Brand strategy......................................................................................................................11
Marketing objectives............................................................................................................14
Marketing program...................................................................................................................15
Product development............................................................................................................15
Distribution plan...................................................................................................................17
Integrated marketing communication plan...........................................................................17
Schedule, forecast and control.................................................................................................18
Marketing schedule and budget...........................................................................................18
Forecasting...........................................................................................................................18
Market metrics and contingency..........................................................................................19
Conclusion................................................................................................................................20
Reference list and Bibliography...............................................................................................21
Appendices...............................................................................................................................24

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Introduction
Management is necessary in terms of ensuring the efficient execution of the business
activities. Typical components of management are regulation and control, which helps in
making estimations for the time when the identified goals and objectives would be fulfilled.
All these aspects prove true for Jalna, an Australian based yoghurt Company. This
assignment attempts to prepare a one year marketing plan for the company. Focus of the
marketing plan would be on the development of marketing objectives, positioning, branding,
scheduling and forecasting.
Segmentation and branding strategy
Customer segmentation
Geographical segmentation would be appropriate in terms of assessing the freshness
and quality of the curd until it reaches to the customers. Along with this, demographic
segmentation would help the personnel in delivering the services to the close proximity to the
customers. Demographic segmentation would enhance the awareness of the company
personnel in terms of the approaches of the customers towards the produced curds. This
would include the behavioural approach of the customers, enabling support towards
improving the standards and quality of the curds.
Variable Customer
group 1
(millenials)
Customer
group 2
(baby
boomers)
Customer
group 3
(Health
seekers)
Customer
group 4
(Anti-
healthy
devotees)
Customer
group 5
(resistance
towards
desserts)
Custome
r group 6
(Limited
intake of
desserts)
Geographic
and
demographi
c variables
Transportatio
n facilities,
durability of
the premium
Maintainin
g the
quality and
originality
Freshness
of the curd
Consistenc
y in the
creaminess
Conscious
towards
gaining fat
through
Beliefs
that a
little
amount of

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vanilla cream
yoghurt
of the curd
till it
reaches the
curd
of the curd desserts dessert is
alright
Group
size/people
15% of the
population
Children
and
teenagers
College
students
Children
and
younger
adults
Girls School
and
college
students
Lifestyle Controlling
further
degradation in
the health
issues
Studying,
playing
Studying,
tech savvy
Playing,
studying,
surfing
internet
Studying,
conscious
about
maintaining
health and
hygiene
Takes
interest in
trying
new
things
Behavioural Seek foods,
which are
enriched in
calcium, fibre,
vitamins and
minerals
Enjoys
desserts
Emotional
,
experience
frequent
mood
swings
Lacks
control
over the
emotions
Prefers
cleanliness in
the everything
Studying,
gossiping,
surfing
net and
trying
new
things
Usage rate Low High Medium High Medium High
Loyalty
status
Medium High Medium High High High
Price
sensitivity
High Low Medium High High Medium
Preferred Shopping Relies on Grocery Any Online Online

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shop malls parents for
their needs
shops and
shopping
malls
lucrative
shopping
site
shopping shopping
Typical
brands
Oikos Stornyfield Yoplait Chobani
toppled
Dannon Voskos
Honey
Media
consumption
Social media,
newspaper
articles
Social
media
Social
media
Researches Social media Social
media
Sought
value
proposition
Fat free milk
for preparing
the yoghurt
Inclusion of
high
protein
ingredients
in the
yoghurt
Regulated
amount of
vanilla
Value for
money
Consciousnes
s towards
calorie intake
and nutritious
value
Catering
to
increased
levels of
energy as
they need
to work
hard
Table 1: Customer segment template
Primary and secondary target market
From the identified consumer groups, health conscious group and the group
passionate towards desserts are selected as primary and secondary target market respectively.
Health conscious group
Consumer journey map
Customer expectations
 High class quality of the yoghurt
 Freshness

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 Presence of fat free milk
 Proper transmission of the information related to the premium vanilla creamy yoghurt
 Lower levels of sugar content
Customer experience journey
Buying process
For the first 20-60 days, the health conscious customers would conduct research
regarding the premium creamy vanilla yoghurt. The focus of this research would be on
nutritional value of the yoghurt; calorie intake and the essential ingredients in the yoghurt.
The next step would involve comparison of the yoghurt with that of the other brands
providing quality and healthy yoghurt. Comparison between the brands would help the health
conscious customer group to take decisions regarding purchasing the premium creamy vanilla
yoghurt. Herein lays the effectiveness of the online reviews, blogs and word of mouth of the
customers, who have already purchased the yoghurt. The next few days would be spent by
the customers in implementing the undertaking the decisions regarding the purchase of the
yoghurt. Finally, the support for making the purchases would be renewed with the
introduction of healthy ingredients in the yoghurt- fat free milk, regulated amount of sugar
content among others.
Customer goals
 Reduce weight
 Adopt healthy and balanced diet
 Maintaining healthy lifestyle
Emotional response

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Online reviews and blogs generates stimulus within the customers regarding purchase
of the creamy yoghurt. Positive comments regarding the purchasing experience creates an
urge within the customers to buy the yoghurt and try it once. On the other hand, negative
comments generates thoughts of deceives and betrayals in the name of serving healthy
desserts.
Ideas to improve
Jalna Company needs to adopt proper advertising strategies for transmitting the
correct information to the customers. Putting the pictures along with the benefits of the
yoghurt on the advertisements would be beneficial in catering to the needs, demands and
requirements of the health conscious group. Along with this, proper marketing channels need
to be identified for reaching to a large number of customers.
Customers passionate towards desserts
Consumer journey map
Customer goals
 To try new desserts, which comes in the market
 To enjoy every spoon of cream in the yoghurt
 To add spice in the appetite
Customer experience journey
Buying process
This group would spent the first few days in researching the new desserts, which have
been launched in the market. This market research would help the group to gain an insight
into the benefits of the yoghurts launched by different brands. This comparison, further,
would be assistance in terms of undertaking decisions regarding trying the yoghurt. The next

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step would be implementation the decisions taken for purchasing the yoghurt. If the company
personnel make plans for making the yoghurt tastier, the decision-making process of this
customer group would be enhanced.
Customer expectations
 Creamy lather
 Adequate proportion of vanilla and milk
 Perfect balance in application of the ingredients
Customer thoughts
Positive response of the customers, who already tried the yoghurt would generate
cravings within this customer group regarding trying premium creamy vanilla yoghurt.
Negative responses from the online reviews would compel the customers to switch over
brands. These negative responses would adversely affect the decision-making process of the
customers.
Ideas to improve
As this customer group are sensitive towards the desserts, which are launched in the
market, Jalna Company needs to take conscious approach in terms of advertisements.
Consideration of the standards and protocols of Consumer Protection Act would enable the
personnel to safeguard the personal sentiments of such consumer groups.

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Customer persona
Age: 25
Gender: Female
Family: Married
Income: Moderate
Character: Healthy dieter
Personality: Healthy, Moderately
confident, Moderately stressful, High experience on consuming healthy foods
Biography: Concerned about maintaining healthy body, prefers yoghurt, as it strengthens the
immune system and helps in losing weight, performs exercise for achieving positive results;
conducts research before purchasing foods
Motivational factors: Incentives, healthy foods, exercise, indulging in social activities
Brands and influencers: Oikos, Youplait, Chobani
Preferred channels: Traditional advertisements, social media, billboard, celebrity endorsements
“You appearWhat you Eat”
Goals:
 Controlling weight
 Acquiring healthy lifestyle
Frustrations:
 Not finding proper information about
healthy foods
 Depression on eating too much junk food
 Increasing weight

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Positioning and branding strategy
Position map for Jalna Company
Figure: Position mapping for Jalna Company
(Source: created by the author)
The above figure represents the position mapping for Jalna Company based on the
brand awareness. Brands like Devondale, Murray, Goulburn, Youplait, Lion Pty Ltd,
Fonterra and Groupe prove intense competition to Jalna. All these brands accumulate a
greater share in the Australian dairy market. In terms of brand shares in yoghurt and sour
foods, Jalna Dairy Foods Ltd encountered an increase of 11.1%. The company tops the list of
the Yoghurt and sour milk products in Australia per percentage share of retail value RSP
2017 (refer to appendix 1).
Health seekers sought for the popular brands like Devondale, Murray, Goulburn,
Youplait for getting quality yoghurts, which are prepared from fat free milks. Product lovers
try out brands like Lion Pty Ltd, Fonterra and Groupe, as they find fusion with the desserts.
Yoplait
Stonyfield
Danon
Jalna Dairy Foods Ltd
Dairy Foods Ltd
Lion Pty
Ltd
Fonterra
Groupe Lactalis
Devondale
Murray
Goulburn'
H
e
al
th
se
e
'Pro
duct
love
rs'
'Anti healthy
devotees'
'Flavor cravers'

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Anti-health devotees are satisfied even with high sucrose content within the desserts,
provided by brands like Danone. These brands are less known, which is why they have been
placed below the access. Flavor cravers come to brands like Jalna Dairy Foods ltd, as they
intend to try out the different flavoured yoghurts.
Brand strategy
Product Decline
Introduction Growth Matuity
Time
Strategies would be central for Jalna Dairy Foods Ltd in terms of systematizing the
business activities. This can be explained with the help of product life cycle. Developing
strategies regarding the sale of premium creamy vanilla yoghurt would be the introductory
step towards improving the business scenario. Within this, offering certifications for quality,
and warranties would reflect growth in the involvement of the health seekers customers
group. Launching different models for the creamy vanilla yoghurt would act as an innovative
means for luring the health conscious children and the young adults. This would diversity in
the yogurt. Eliminating the weaker and defective yoghurts in the product line would help in
averting the phase of decline.
Plans for
increasing the sale
revenue of
premium creamy
Certifications
for quality, and
warranties Launching different
models- diversity
Eliminating defective yoghurt
cups

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Price
Introduction Growth Maturity Decline
Time
Introducing premium pricing methods would attract large number of customers
especially the health seekers. Indulging in alliance with the members of the trade union
would assist Jalna Dairy Foods Ltd to deal with the instances of high exchange rates, tax
tariffs, inflations among others. This would lead to financial growth and development. A
matured step would be to compare the prices of the yoghurts manufactured by the
contemporary brands. Charging extra prices for packaging of yoghurts would decline the
number of customers.
Distribution
Introduction Growth Maturity Decline
Premium pricing
for creamy vanilla
yoghurt
Alliance with
the trade union
members to
assess the
feasibility to
penetrate
foreign markets
Compare the prices
with the competitors
Charging extra packaging price
Effective
transportation
facilities
Intensive
tracking of the
distribution
logistics
Researching about
adding innovation in
the distribution
facilities Eliminating the
unprofitable sources

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Introducing flexible transport facilities would cater to the quality, freshness of the
creamy vanilla yoghurt. Tracking the distribution of the yoghurt would help in ensuring that
the orders reach to the proper place. This would generate trust, dependence and loyalty within
the customers regarding the services of Jalna Dairy Foods Ltd. Along with this, this tracking
would reduce the illegal methods while transporting the orders. This would reflect growth
and development of the business. Research and development within the transport facilities
would be effective in terms of reaching the orders to the customers within short time would
be a matured step. Here, focusing on the quality of the yoghurt would be crucial. This
research would bring to the forefront the unprofitable sources, which might add negativity
into the business. This approach would avert the declining phases.
Communications
Introduction Growth Maturity Decline
Social media would rapidly increase the business of Jalna Dairy Foods Ltd. This
would be an effective source for generating the awareness among the fitness freaks about the
benefits of creamy vanilla yoghurt. Targeting the mass markets would be an approach
Create
awareness about
the benefits of
creamy vanilla
yoghurt in social
media
Targeting the mass
markets of creating
awareness regarding
the health benefits
of the creamy
vanilla yoghurt
Making the customers
aware of the
differences, providing
opportunities for
switching
Reduce the minimal
level needed for
retaining the
customers, having high
loyalty

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towards achieving expansion in the business. Projecting the brand differences would be a
matured step towards preparing the way for switching. Reducing the minimal level would
avert the declines and would help in retaining the customers having high loyalty.
Marketing objectives
Developing aims and objectives would help Jalna Dairy Foods Ltd to improve the
focus on the business activities. The following objectives would be fruitful:
 To examine the communication channels and test its appropriateness in terms of
specific needs, demands and requirements of the customer
 To increase the market share by focusing on the market consisting of mass health
seekers
 To maximize profit by overpowering the shares of contemporary brands
 To reduce the expenditure for boosting the stock prices of milk and other dairy
products
The following is the metrics measurement for the first and the last objective.
Objective 1: To reduce the expenditure for boosting the stock prices of milk and other
dairy products
Table 3: Australia dairy market value: $ million, 2013–17

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According to the above figure, Australian dairy market value increased by 3% and the
numerical value was approximately 8000 million dollars. This financial stability is
prospective for brands like Jalna Dairy Foods Ltd. In this sense, the objective of reducing the
expenditure is appropriate. This is because focusing on the mass market of health seekers
would result in high involvement for the services of providing products like premium creamy
vanilla yoghurt. This would boost up the sales revenue, maximizing the profit margin. This
increase would reflect the measurability and achievability of the objective. Voluminous sale
of the yoghurt makes the objective a realistic one. Strategic approach towards the objective
would help in fulfilling it within one year.
Objective 2: To examine the communication channels and test its appropriateness in
terms of specific needs, demands and requirements of the customer
Value would be added to the business of Jalna Dairy Foods Ltd is the newly launched
premium creamy vanilla yoghurt is advertised before the customers. Herein lays the need for
adopting appropriate communication channels. Social networking sites would be an effective
source transmitting the information about the yoghurt. Uploading the specific details of the
yoghurt along with the image would help the company personnel to increase the trafficking of
the customers towards the brand image. This would increase the sales volume of the
company, enabling it to accumulate greater market share. Making plans for securing the
private opinions of the customers through privacy cookies and policies would make the
objective achievable within the time span of 1 year.
Marketing program
Product development
Development of premium creamy vanilla yoghurt can be understood through the
Product Life Cycle. Within this, the seven stages of product development can be included.
Strategic approach towards development of the yoghurt would make the customers about its

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arrival in the market. Generating innovative ideas about commercializing the yoghurt would
be the slow and gradual development towards growth. Screening the benefits of the yoghurt
through presentations would be effective in terms of evaluating the different criteria used for
standing out from the contemporary brands. This presentation would act as an analysis for the
business dynamics of the Jalna Dairy Foods Ltd.
Figure: Seven stages of premium creamy vanilla yoghurt
(Source: created by the author)
Moreover, this analysis would lead to the growth and development of dairy business
in the company. This would develop unique value proposition for which the customers would
try the yoghurt. The next step would be to test the quality, taste and application of the
ingredients in the yoghurt before final launching to the market. Getting positive results in the
test would enable the company to launch the yoghurt for the customers, especially for health
seekers and flavour cravers.
Pricing

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Pricing is one of an effective means for affecting the purchase decision of the
customers. This is true even for the case of marketing plan of Jalna Dairy Foods Ltd
regarding the price of premium creamy vanilla yoghurt. The pricing of the yoghurt can be
understood through pricing architecture model. The objective of maximizing the profit share
aligns with the CAC method, which is the total number of customers reached during a
specific time. Therefore, the quoted price for the yoghurt would be the addition of CAC and
profit margin earned. In numerical value, it would be approximately 3.50$ (refer to the
attached excel sheet. Adopting everyday low pricecan increase the number of customers,
enhancing the brand image.
Distribution plan
Distributing the tasks of advertising the yoghurt would be beneficial in terms of
achieving positive results. Distributing the channels would mitigate the channel conflicts.
Here, privacy cookies and policies are crucial for safeguarding the information, which is
being transmitted from the sender to the receiver. Tracking the transmission process would
help in assessing the efficiency of the distribution of information. Along with this, demand
for yoghurt needs to be kept in mind for constructing plans for distribution. Awareness
regarding the peak and lean seasons along with the mass market would improve the logistic
supply chain network for Jalna Dairy Foods Ltd.
Integrated marketing communication plan
Advertising for the premium creamy vanilla yoghurt needs to be done with strategic
planning. Choosing the newspapers, radio and television for advertising would reflect
traditional means of advertising. However, as the present generation is tech savvy, social
media would be appropriate for promotion of the yoghurt to large number of customers.
Taking sponsors for the promotional advertisements would generate high involvement of the
health seekers towards the yoghurt. Allience would established with the personnel of social

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networking sites, who would be entrusted with the responsibility of transmitting the
information related to the premium creamy vanilla yoghurt.
Schedule, forecast and control
Marketing schedule and budget
(refer to the attached excel)
Forecasting
As per the data of 2017, the volume of Australian dairy market encountered an
increase of 1.2%. Numerically, the volume reached 2770.1 kilograms. It is forecasted that in
the year 2022, the sales of the dairy market would a market value of $9744.5 million. This
would be an increase of 7.7%. The yoghurt and sour milk grew to $1.9 million, which is an
increase of 3%. However, the market value of the dairy market possesses the capability,
which extends the value upto $1852.8 million. For this, the personnel of Jalna Company need
to expose conscious approach towards the seasonal offerings. Flavored yoghurt is popular
among children as well as the younger adults. Older people usually avoid such flavors, as
they intend to savor the traditional taste of yoghurt. Consciousness towards the specific
preferences of the customers would boost the sales revenue and profit margin. In the winter
season, chocolates are available in large quantities. This can add to the complexities of the
vanilla market. Therefore seasonal preferences counts within the plans for fulfilling the
needs. Revisions in the recruitment and selection policies, budgets and other plans would be
crucial for achieving the benchmark revenue level. However, tax tariffs and inadequate
availability of raw materials might act as obstacle for the Jalna Company in catering to the
specific tastes and preferences of the customers. For this, budget is crucial.
Activities Amount ($)
Recruitment and selection 1000
Acquiring the raw materials (milk, vanilla, dry 2000

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fruits)
Meetings for logistic activities 3000
Laboratory tests 1000
Advertising and promotion 2000
Total 9000
Table: Budget for the activities related to seasonal offerings
(Source: Created by the author)
Market metrics and contingency
Activities Metrics Recommendations
Public relations  High involvement
of the health
seekers
 Gaining large
number of foreign
clients
If the desired action is not
achieved, then alliance needs
to be developed with the
statutory bodies
Advertising  Trafficking of large
number of
audiences
Adopt social media for
reaching to large number of
audiences
Marketing  Budgets, plans,
objectives
Adopting the means of survey
and feedback would help the
personnel to gain insight into
the customer approaches
Data  Using software for
recording the data
Privacy cookies would be
essential in terms of
maintaining the security and

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privacy of the company data.
Brochure printing  Distributing the
brochures to the
foreign clients
Reducing the selling price of
the brochures
Sales force  Upgraded
performance of the
staffs towards
increasing the sales
of the yoghurt
Assigning practical
examinations to the staffs for
assessing their capability on
allocated tasks and
responsibilities
Training  Fulfilment of the
identified goals and
objectives
Hiring foreign experts for
delivering training to the staffs
Table: Marketing metrics for Jalna Company’s premium creamy vanilla yoghurt
(Source: created by the author)
Conclusion
Jalna Dairy Food Ltd holds 23% share in the dairy market of Australia. Premium
creamy vanilla yoghurt is one of the innovations planned for fulfilling the appetite needs of
the health seekers and the flavour cravers. The objective of maximizing the profit share is
appropriate in terms of focusing on the mass market. For this, planning would be effective in
terms of commercializing the yoghurt in the target market.

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Appendices
Appendix 1
Figure: The Brand Share of Yogurt and Sour Milk Product in Australia, %Share

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Appendix 2
Figure: Promotion of premium creamy vanilla yoghurt
(Source: Jalna.com.au 2018)
Figure: Promotion of premium creamy vanilla yoghurt
(Source: Jalna.com.au 2018)