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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MARKETING MANAGEMENT
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'