Marketing Analysis: Kerry Group's Strategies and Value Creation

This report provides a comprehensive analysis of Kerry Group's marketing strategies. It begins with an introduction to the company, highlighting its global presence and diverse product portfolio. The report then evaluates Kerry Group's marketing activities, focusing on the 4Ps (Product, Price, Place, and Promotion) and how they are applied to the meat substitute and ready-made meals market. It delves into the specific product offerings, pricing strategies (premium, moderate, and low-cost), promotional activities (including public relations, coupons, and social media), and distribution channels. The report critically analyzes how Kerry Group creates and delivers market-based value to its stakeholders through innovative marketing strategies, including their focus on sustainability and plant-based products. The impact of these marketing decisions on employees is also considered. The report concludes with a summary of the key findings and recommendations for future marketing endeavors. The report also references the assignment brief, module details and submission requirements.

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

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Table of Contents
Introduction......................................................................................................................................2
Evaluation of the marketing activities.............................................................................................3
Critical analysis of the manner in which the enterprise can create and deliver market based value
to the primary stakeholders of the company through innovative marketing strategies...................7
Evaluation of the use of proper communication in order to highlight the role of the marketing. .10
Considering the impact of the decisions on the existing employees and evaluating all concerns.
Resources available with the enterprise.........................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

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Introduction
The Kerry Group can be understood to be an Irish based publically traded multinational
enterprise which has over $7 billion annual revenue. In line of this, it can be essentially
mentioned that the firm has an extensive portfolio of ingredients, flavors as well as consumers
goods (Bitfood.com 2019). In line with this, it is a leading consumer supplier and foods
processor. The enterprise has over 150 manufacturing facilities across the enterprise and
employed over 24000 people. The firm has got into partnerships with mega corporations with the
various Unilever, Kellogg’s, Burger King and Mc Donald’s with adequate revenue which
streams across various global markets (Kerrygroup.com 2019).
The Kerry as an enterprise has undertaken various initiatives in order to ensure that it is
able to walk towards a bright future and in association of this, it is being able to operate in a
manner such that the environmental, market as well as community sustainability can be
maintained adequately. The Kerry has been able to recognize the need to measure these overall
pillars so that the best practices can be undertaken adequately (Bloomberg.com 2019). The
enterprise has been successfully able to develop various metrics as the baseline and has planned
various significant improvements in line with which, it will be able to engage in better offerings
and in line with this, and it has been able to commit successfully to sustainability. The enterprise
has planned to invest long term into overall corporate social responsibility and this can be
considered to be a part of their overall long term strategy with the help of which they will be able
to engage in aforementioned programs successfully.
The main aim of the report is to outline the various marketing strategies and endeavors
which are being undertaken by the enterprise in order to carry out the different marketing

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activities and how the enterprise will be able to create and deliver value in the organization. In
consideration with this the influence of these marketing activities on the welfare of the overall
employees will also be assessed accordingly.
Evaluation of the marketing activities
In order to ensure that the firm will be able to attain long term success in the business
environment and is also being able to see to it that the marketing plan which is being adopted by
the enterprise is being able to ensure that it is being able to meet up with the needs of the various
customers present, the enterprise had come up with a sound plan with the help of which the
marketing activities can be carried out easily (Ansoff et al. 2018). The firm made use of the 4P
marketing in order to ensure that it is successfully able to develop the plans related to the
Product, Price, Place and promotion. The product which the enterprise has decided to sell can be
stated to be the development of the meat substitute readymade meals. As these meals are sold in
Fresh or the Frozen categories, the enterprise ensured that, they are being able to come up with
various products with the help of which they will be able to target the different vegan customers
who are present successfully.
According to E Jerome McCarthy (1960), with respect to the marketing activity, the
product design has been undertaken adequately and the fresh product needs to align accordingly
with the `Kerry` branding in the right way. The reason why the firm is using the fresh products
offering is because the fresh items are considered to be healthier as well as tastier options.
Additionally, although the firm plans to come up with the Frozen version of the products, the
Frozen aspect could have a negative influence of the brand name of the enterprise. Hence, as per
Ethiraj, Gambardella and Helfat (2017), the decision which is undertaken by Kerry to market the

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fresh products can be deemed to be rather attractive for the target audience and in consideration
to this, it will be able to build a good positioning and brand name of itself in the market.
In line with this, another aspect of the 4P can be considered to be the Price considerations
whereby the Kerry as an enterprise was exposed to three options such as the premium, moderate
as well as the low cost options. According to Galanakis (2019), the premium as a pricing option
would align well with the `Kerry Gold` butter in terms of the quality of the product being
offered. As the Kerry Gold is a well presented and a packaged premium meal, the quality aspect
is critical and it is for this reason that the pricing is being kept at a considerate high. Another way
in which the price can be carried out for the enterprise and its related products can be considered
to be the Moderate and the low cost options . With consideration to this, according to Global
Ready Meals Market 2017-2021 (2017), these cost options would be rather suitable for the
shoppers who function with a tight budget. However, although the firm can stock the low cost
products and be able to attract a large set of products, the competition for the products could be
considered to be very high.
Another key aspect of the Marketing can be stated to be the promotional aspect.
Pertaining to this, the promotion of the new product would benefit its overall sales and revenue
opportunity (Kerrygroup.com 2019). Hence, in consideration of this, it becomes essential to
consider that, the promotional activities act as the primary force behind the success of any
enterprise. Earlier, the consideration with the meat products has been related to environmental
issues and the sustainability aspects. This is the aspect which has been targeted by Kerry when it
planned to come up with the plant based meat products. According to (KG_AR18_web.pdf), the
new product range by the enterprise also aligns with the `Meat Free Monday` movement and will
be attracting the conscious shoppers as present. Additionally, according to Hannibal and Knight

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(2018), the decision of the enterprise to engage in Public relations by donating a considerate
share of the profits to a charity like the World Wildlife Fund can be also considered to be a
considerate idea which can be undertaken by Kerry Group and may also act as a marketing
initiative for the enterprise. Moreover, as per Frynas and Mellahi (2015), it is also recommended
that the firm undertakes various initiatives and activities like the traceable online coupons with
the help of which the sales of the firm can be boosted accordingly.
According to Ginter, Duncan and Swayne (2018), couponing and related marketing
activities which take place in the newspaper are often associated with the targeted local papers in
order to drive considerable traffic towards the firm. Lastly, the last aspect related to marketing
can be considered to be undertaken in consideration of the Place aspects. Harford (2018) states
that the Price considerations are generally undertaken alternatively to the price considerations
which are made. As the grocery market has been growing considerably and has raised to $45
billion, it becomes very relative to consider that as per the offering decided by the enterprise, the
type of the product which is being sold would be essentially required to take into consideration
the range of products being sold. For instance, the different Premium products which are being
sold can be sold with the help of the markets like the Whole foods, the Traders Joe and the low
cost products which the firm plans to sell can be focused towards the Food 4 Less and the
Walmart. Hill (2017) mentions that although the market share is less as compared to the low cost
structures, but the revenue is reasonably higher.
The decision of the brand to enter into the market of California can be taken to be
appropriate in nature as 39% of the Americans attempt to consume meat alternatives. With
consideration to this, the firm has also planned to target the age group 25 to 40 years old who are

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looking for meal options with are healthy, environmental conscious and who look out for meat
free convenient premium meals option.
Hitt and Duane Ireland (2017), state that another good aspect in consideration of
preparing a marketing plan can be considered to be related to the primary as well as the
secondary market research which is generally undertaken before carrying out any marketing
activities. A good marketing strategy for the enterprise will be able to consider aspects like the
bus stops, billboards and other such measures. Another set of aspects which can be essentially
considered by the enterprise can be stated to be related to the selected radio stations which can be
aligned and clubbed accordingly to the environment programs so that the target audience can be
set accordingly and they can be made aware about the availability of the product in the market.
The decision of not considering the Television and the cinema as a promotion medium appears to
be reasonable sound as it tends to involve a high cost of booking and related production can be
considered to be restrictive in nature.
However, as stated by Kristinsson and Jörundsdóttir (2019), the social media advertising
can be considered to be a good medium of advertising as it assists in ensuring that the new block
of customers can be targeted accordingly and the technique of social media marketing can be
considered to be rather cost effective in nature. In line with this, the firms plan to undertake the
Vlogging as an activity can also be considered to be rather dedicated in nature. Moreover, the
plan of the enterprise to engage in a dedicated website and related tool can also be considered to
be rather effective in nature (Lasserre 2017). Additionally, the firm`s idea to engage in celebrity
chef in order to build the public relations and create a unique menu can also be considered to be
an effective option which can be utilized by the enterprise and provide adequate scope for the
enterprise to engage in long term success.

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Critical analysis of the manner in which the enterprise can create and deliver market based
value to the primary stakeholders of the company through innovative marketing strategies
The marketing can be essentially considered to be an effective tool of promotion and
other related activities in order to see to it that the enterprise is being able to serve the overall
purpose of the primary stakeholders and in association with this, it also being able to ensure that
the value creation and the value delivery can take place accordingly. The marketing is a value
creation and a value delivery procedure and involves a bunch of tasks which help any enterprise
in engaging in the same (Maresch and Gartner 2018). The marketing as an activity serves as a
viable tool to help the different enterprises to engage in the Marketing planning, the marketing
segmentation, the buyer analysis and the overall targeting. In addition to this, th delivery of value
and the creation of it can also take place in regards to the product development, the
manufacturing, the pricing , the distribution as well as the service delivery. The various
initiatives which are undertaken by the enterprise like the personal selling, publicity, sales
promotion and related aspects also contribute towards the communication of value. Hence, When
the Kerry as an enterprise engages in effective marketing strategies and plans it tends to deliver
market based value to the stakeholders (Meyer, Neck and Meeks 2017).
The primary stakeholders associated with the brand can be mentioned to be the
customers, the employees, the management and other close suppliers who are essentially
associated with the firm. Hence, the welfare of the enterprise can be essentially contributed to the
different activities which are undertaken in terms of the marketing and other related activities.
With reference to this, it also becomes relevant to understand that, if an enterprise like Kerry
wants to deliver value to the various shareholders then it would be required to engage in

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activities like Advertising, personal selling, sales promotion , publicity and other such value
communication activities.
With relation to this, it is also considered to be relevant that the market research and
market control activities are also undertaken in consideration with the overall satisfaction level
of the different customers, the firm`s intention and other such activities which enhance the value.
Hence, with consideration to this, any firm which performs its operations would be essentially
required to value essential communication at the enterprise and would also be required to see to
it that the customer satisfaction level is at a constant high (Morden 2016). It is with the help
of these means that the enterprise will be essentially able to achieve its overall goals. The various
activities like the market research and the control over the effectiveness help sin seeing to it that,
the firm`s intention can be matched with the competing offers as well as the purposes of the
enhancement of value.
According to Morschett, Schramm-Klein and Zentes (2015), although value delivery and
selection in the field of marketing is not an easy procedure, it becomes essentially crucial for the
enterprise to see to it that they are being able to engage in the procedure of value selection, value
creation, communication of the value which involves making a proposition and delivering it and
lastly the enhancement of the customer value through the different marketing activities. The
Kerry can undertake the value selection as a procedure so that it can choose the right kind of
medium which it can make use of in order to deliver value. However, before this step is
undertaken it is crucial for the firm to understand what has to be offered to the customer. This
procedure is not only the first step but also the most important one when an enterprise plans to
deliver the value in the enterprise (Mosa Meat 2019).

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The second step in this procedure involves the creation and the delivery of the value. This
aspect comprises of a bulk of job for the Kerry as it helps in providing the customer what is
planned for them. It is critical in this aspect to ensure that, the company is able to promise
everything which is being delivered as per the initial discussion (Piper 2019). In line with this, it
is also critical for the enterprise to see to it that it is being able to deliver the associates benefits
which was earlier decided by the enterprise. In addition to this, it is also critical for the enterprise
to maintain its brand image in the market accordingly. The firm would be required to outline the
idea of the integrated management action which helps in making the marketing as an activity the
key center stage.
Additionally, another step in the value delivery can be mentioned to be the fact that the
company needs to understand how the value has to be delivered to the enterprise. In association
with this, it is important for the firm to make use of the right communication tools so as to ensure
that it is being able to complete its plan in a successful manner. It is important in this step that
the value proposition is communicated to the customer as well as the other employees who are
present (Plant-Based Food Options Are Sprouting Growth for Retailers)..
Hence, in consideration to this, Kerry would be essentially required to undertake a market
endeavor using which the firm is not just offering a healthy product to the customers but instead
will be delivering the value proposition. Hence, in consideration of this, the Kerry group would
be required to work out the best offer (Resende 2019).
An enterprise would be essentially required to value proposition as well. This means that,
it is necessary for the enterprise to undergo a well formulated marketing communication mix.
The manner in which the customers perceive this starts from this stage. Another step which has

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to be adopted by the enterprise can be stated to be the Value enhancement. This means that, the
feedback forms an essential part of the enterprise value building scenario and thereby
communicate with the various customers successfully so that they will be able to engage in an
effective relationship with the different clients as well as employees.
According to Rothaermel (2017), the expectations of the customers have been changing
to a great extent and would be required to be communicated to the enterprise. As Kerry Group is
comparatively very new in this domain, it is integral that, the product gaps and benefits gaps
would be required to be communicated adequately. The sales promotion gimmicks which are
undertaken by the Kerry do not serve the purpose of the sustained value addition. It instead is a
tool which can be made use of in order to measure the consumer deals and the trade results as
well. In case the deals are withdrawn the customers turn away from the product. Hence, Kerry as
an enterprise would be required to undertake the sustained efforts and not just small steps. The
efforts undertaken by the Kerry would be required to engage in the enhancement of the
functional convenience of the products being offered by the enterprise (Roos 2019).
Evaluation of the use of proper communication in order to highlight the role of the
marketing
The employees and the management can be considered to be integral part of the
enterprise and hence, the firm would be essentially required to engage in an effective relationship
with them and communicate the marketing activities to them through effective means and tools.
Hence, when Kerry would be held responsible for the different marketing activities, then in such
a scenario, the following tools are being recommended to the enterprise so that they can engage
in effective functioning.

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Emails and Data base management system
The first means with the help of which the Kerry group will be effectively able to
communicate their various endeavors and marketing ventures to the different stakeholders can be
stated to be with the help of the Emails as well as the Database management system. As the
medium of email links the different individuals who are present in the enterprise, it becomes
essentially important for the firm to ensure that, it will be able to use these mediums and
communicate their efforts which have been undertaken by them (Santeramo et al. 2018). This
communication of the value proposition will be able to assist the enterprise in the right manner
and additionally allow them to remain in the good books of the management at large.
The email needs to be carried out in a way such that all the details of the different
endeavors can be communicated adequately and that the management is made aware of the
various initiatives which are taken by the enterprise. As the database management connects all
the members of the enterprise, it becomes critical for them to issue this aspect on the value
proposition to the different stakeholders with the help of which the enterprise can engage in
success and the results can be visible to the different members of the firm as well.
Notice board communication
Another medium of communication which can be undertaken by the Kerry group can be
stated to be the notice board communication . This medium of customers targets the various
internal stakeholders which are present (Statista.com 2019). With relation to this, it is essential
for the different members of the marketing firm to see to it that, the details of the marketing are
clearly described on the board along with the various details of the marketing activities. In
association with this, the location of the notice board communication needs to be such that, the