Collective Greek Yoghurt: Application of Marketing Mix Strategy

This report provides an analysis of the marketing mix strategies employed by The Collective Great Daily Company for its Greek Yoghurt product. It examines the product's attributes, highlighting its health benefits and unique packaging compared to competitors like Meadow Fresh. The report details the company's promotional efforts through social media, advertising campaigns, and sponsorships, emphasizing their focus on customer engagement and brand awareness. Pricing strategies are discussed, noting the company's aim to offer competitive prices to attract consumers. The report also explores the distribution channels used by The Collective, including supermarkets, online stores, and international markets. Ultimately, the report concludes that a well-defined marketing strategy is crucial for the growth of the Greek Yoghurt product and the overall success of the business.

Introduction
The report will provides an idea about the four marketing mix strategy of the Collective
Company Greek Yoghurt. The main purpose of the report is to determine the function of the four
marketing mix strategy of the Greek Yoghurt product. This four strategy influences the product
to be purchased by the consumer and by this strategy the company growth increases in the
market. With the help of this strategy the product can increases it attention towards the customer.
The product is the Collective just Greek Yoghurt which is an unsweetened Greek style yoghurt
that made in New Zealand. The product provides good source of calcium and protein with no
added sugar and nasties. The product is purely vegetarian and it is gluten free. The product
constitutes about 471kJ of energy, 5.3g of protein, and 5.7g of fat and all this quantity is present
in 100g of Greek Yoghurt. Along with this the product contain 8.7g of carbohydrates, 7.1g of
sugar 79mg of sodium and 186mg of calcium and all this are present on 100g pouch of this
Greek Yoghurt product. Although the product is gluten free and thus it attracts the consumer
attention towards the product and thus increases the business growth also. The paper provides
information on the marketing strategy of the product Greek yoghurt of “The Collective Great
Daily Company” and this strategy will help the growth of the business in the market.
Discussion
Marketing Mix of the product Collective Greek Yoghurt
Product
The product is Greek Yoghurt of the company “The Collective Great Daily" which is an
unsweetened Greek-style yoghurt (Fan, Lau, & Zhao, 2015). As it a type of convenience food
product, which is mean that customer only pay for little shopping effort to purchase. On their
mind, the brand is not so important than the product which has better quality and health benefits
for their body. For example, an image one shown that Greek yoghurt made by natural ingredients
like milk, milk powder, and stabilisers that includes natural starch and pectin and live cultures.
Besides this, the product consists of 5.7g of fat per 100gm, 7.1g of sugar per 100g and 5.3g of
protein per 100g and gluten-free all categories showed that this kind of low calories and promote
the balance of intestinal microflora will attract the consumer to buy this product from the
company. Comparing the Meadow Fresh Kalo︠ Authentic Greek yoghurt packaging, the Greek
yoghurt of Collective Great Daily designed a transparent plastic box which in order to a
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customer can easier to identify the authenticity of the product. For attracting the customer, the
company used an innovative name with an adorable cow trademark. In addition, they adopted
special art font for all font of the product. This innovative idea is very attracting the younger
people customer and children. Some parents bought it because they want to entice the children to
eat healthy food with cute packaging. However, Meadow Fresh Kalo︠ Authentic Greek yoghurt
packaging attracted adult rather than children. The reason forms the packaging layout likes gym
foods, which make the customer felt too classics and formal.
The main competitor of this Greek yoghurt product is the Meadow Fresh Kalo︠ Authentic Greek
yoghurt. It only has three flavors, such as berries, manuka honey and passionfruit with size 160g
and 800g. According to the Collective Company who has six flavors and three different sizes
chose by multi-type customers. A variety of flavor can increase customer popularity as well as
boost sales then it influences profit of the business.
Image 1: Product details
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Figure 2: Product details
Promotion
As this is a food product so the company main strategy is to promote their business through a
social network. For this, the company gives advertisement of the Greek Yoghurt through social
media by using Facebook, Twitter, Instagram and their own company blog (Mohammadi,
Saghaian, & Alizadeh, 2017). They kept update the company internal information on Instagram
every week, such as manufactory team and management team which shown the process of
making yogurt and ingredients their used to all customers. For making the yoghurt brand
popular the company has to give advertisement for promoting their business. Advertisement
given for promoting the product in the market and for this the company uses various procedures.
The advertisement will be given on magazines, newspaper, television etc. Along with this they
distribute pamphlets outside the cinema hall. They have also given advertisement on addressed
mail of the company prime customers for promoting their business. Along with this the company
will arrange a campaign which help the customer to aware about this product. With this new
marketing strategy, they can increase their business in the market as well as the company gets a
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huge profit from this campaign. The company main motive is that by this campaign they can
meet their future customers and also get direct feedback about the product Greek yoghurt and
this helps them to innovate their product as per the consumer needs. The company appointed a
salesperson who sells the product by convincing the customer through face to face or by phone.
As well as for promoting their yoghurt product in the market the company was using an online e-
commerce centre as a direct marketing procedure. They also makes catalogues and telemarketing
for promoting their product. The company makes sales promotion by lowering the price of the
product and this attracts the customer for purchasing this product. They maintained a good
relationship with the public and convince them to buy their product. For promoting their business
to all over New Zealand the Collective Company sponsor their product with Forest & Bird
organization and also with their Kiwi Conservation Club. The main motive of the organization is
to help the New Zealand kid for having love with their natural world. Thus the collective
company promoted their yoghurt pouches with this organization for the better growth of their
business. Another method of the company to promote their product with Terracycle which is the
New Zealand wide recycling programme and through this programme it help to gives the
collective product to the chosen charity, organization or school. Another promotion strategy of
the Collective Company is to collaborate with the Suckies that help the company for growth of
their business. The Suckies make chart by their creativity that helps the Collective to promote
their business.
Price
Most of the company main motive is to sell the product at a lower price with a better quality and
this attracts the customer for purchasing their product. The Greek yoghurt is in the maturity stage
and it is familiar with the market situations. Thus the Collective Company main motive is to
provide a good quality of Greek yoghurt at a reasonable price that can attract the consumer to
buy their product apart from the other brand. As per the management team, the price of the
yoghurt should be cheaper so that the product became popular in the market. It is seen that the
Greek Yoghurt is present in the online shop and also in the Countdown, Glen Eden Shopping
Mall (Resnick, Cheng, Simpson, & Lourenço, 2016). The product is present in Countdown Mall
where it sells at a price of 6.3 dollar which is quite cheaper than New World where it sells at a
price of 8.49. For this price distribution, the product will be sold more in the Countdown Mall
rather than in New World. For example- The price of the Collective Greek Yoghurt of 900g is
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normally 6.30 while that of Meadow Fresh Kalo’ Authentic Greek Yoghurt of 800g is 6.50 and
hence it is the main competitor of the brand.
Distribution
The Collective company main motive is to give high quality of product and services to the
consumer and for this distribution of the product in the market is very important (Velema, Vyth,
Hoekstra, & Steenhuis, 2018). Apart from this the Collective Company also distributed their
product in the international market. For distribution purposes, the company has to give their
product to the wholesalers and the retailer shop so that the product can be known by the
consumers. Another strategy to make the yoghurt product distribution in the market is to sell the
product in the grocery shops so that the company, as well as the product, became familiar to the
consumer and hence the business growth also increases (Dadzie, Amponsah, Dadzie, & Winston,
2017). For distribute their product in the international market the company chooses two countries
other than New Zealand. The Collective Company sells their yoghurt as well as other product in
the United Kingdom and Ireland too. This makes wide distribution of the product in both the
country. It is recommended that the products should be distributed with the help of various
offline and online business partners.
Conclusion
Hence it is concluded that the marketing strategy will help the growth of the product Greek
yoghurt in the market, as well as the business growth, also increases on using this new strategy.
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Reference
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