This marketing plan analyzes the Mersey Valley cheese brand, operating within the Australian cheese industry. The report begins with an executive summary and then delves into consumer segmentation, including demographic, geographic, behavioral, and psychographic segmentation, along with primary and secondary target market identification. A consumer journey map illustrates the customer experience. The plan then explores positioning and brand strategy, including a positioning map and brand strategies. Marketing objectives, including increased production volume and market share, are established. The marketing program covers product development, pricing, distribution, and integrated marketing communication. The plan also addresses market gaps, product improvement opportunities, and scheduling, forecasting, and control measures, along with marketing metrics and recommendations. Appendices include strategies for larger volume production and market share, and the report concludes with a comprehensive reference list.
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