MRKT20052 Marketing Plan: Natural Evolution Foods Max Protein Bar

This report presents a comprehensive marketing plan for Natural Evolution Foods' Max Protein Banana Bar, targeting the Australian organic food market. It includes a situational analysis, problem statement, and discussion of market segments (favorable, neutral, and unfavorable) with demographic profiles and consumer perceptions. The plan outlines target market positioning based on product attributes, emphasizing health, taste, and natural ingredients. The marketing mix (product, price, distribution, and promotion) is detailed, with strategies for packaging, pricing, distribution channels, and advertising through various media. The report also covers budget allocation for promotional activities and sets marketing goals and objectives, including customer satisfaction, customer acquisition, and product quality improvement.

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Marketing Plan
Student’s name
Institution Affiliation
Date

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Executive summary
The government of Australia set aside more than $ 4 billion to increase the competitiveness of
agriculture in Australia (Australian Government, 2017). One primary pillar to be used in
expanding agriculture is making it possible to access the premium markets. Complementing the
existing trade and producing agricultural products that continuously meet the wants in overseas
markets is vital for the Australian agricultural market. The need to target high-end food niches
through delivering differentiated products that are considered safe and of high quality is essential
for the market of organic foods.
One of the premium markets that needs to be analyzed is the organics. With organic farming, it
seeks to produce food and fiber that has not been exposed to the use of synthetic chemicals and
targets at attaining a production system that is integrated.
In 2014 alone, the global market for organic products was estimated to be more than USD
80 billion. Markets such as those in the US account for 48% while Europe accounts for 44% and
it is estimated that such markets command a third of the global organic farmland (Australian
Government, 2017). It is expected that with such primary markets, the sales of organic food are
likely to grow three times faster compared to the general sales of food over the next ten years.

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Table of Contents
1.0 Introduction………………………………………………………………………………………………………………………………4
1.1 Situation recap analysis…………………………………………………………………………………………………4
1.2 Problem statement……………………………………………………………………………………………………….4
2.0 Discussion of market segment……………………………………………………………………………………………………4
3.0 Discussion of target market and positioning………………………………………………………………………………6
4.0 Marketing mix and how they are applied…………………………………………………7
5.0 Budget allocation for promotional mix…………………………………………………...9
6.0 Marketing goals and objectives…………………………………………………………...9
7.0 Conclusion……………………………………………………………………………….10
References................................................................................................................................................13

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1.0 Introduction
1.1 Situation analysis recap
Natural evolution is a company that specializes in selling food and beauty products in
Walkamin,Australia. Natural evolution supplies raw products that can cooked easily at home.
Some of the commodities include banana ointment and green banana lady fingers among others.
However, the product to be considered is the Max protein banana bar. The product is composed
of high-quality ingredients and is made from flour. The target population here is individuals
between the age of 20-50. With the increasing population means that the demand continues to
increase.
1.2 Problem statement
Australia has been confirmed to possess some competitive advantages that will aid in
capturing a huge share of the world organics market. For instance, Australia has close to 40% of
the global certified organic farmland,95% of which is pasture (Australian Government, 2017).
The proximity to Asia is another important factor as it is projected that by 2060 more than one
billion people will tend to shift into middle classes in the developing region of Asia and such a
population will have the ability to pay premiums with regards to organic products. Thus, the
question is whether the Australian market provides a good market for the organic foods such as
the Max protein banana bars by the Natural Foods Evolution.
2.0 Discussion of market segment
Favorable cluster
This niche is composed of Australian consumers who have a high affinity for organic
foods and thus, will provide a ready market for the Max protein banana bar. The demographic
profile of the favorable cluster consists of primarily young females with higher education

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qualifications. With regards to incomes, this segment entails consumers of low and middle
incomes (Nasir & Karakaya, 2014). However, in comparison to the other niches, the high-
income customers are ranked highest with regards to the favorable niche. Based on the feedback
of respondents from this segment, they stated that natural foods are healthy and they are of the
thought that such foods are richly endowed with vitamins and minerals and also contain fewer
inorganic residues. However, the main concern and worry for the customers in this niche is that
natural foods such as Max protein banana bar may not be readily available in shops.
Moreover, despite consumers holding positive attitudes toward organic foods such as
Max protein banana bar, they perceive that such products are associated with the limited
selection. However, compared to consumers from the neutral and unfavorable niches, favorable
segment attaches the utmost importance to all of the values (Nasir & Karakaya, 2014). The
customers in this segment are differentiated from other niches through the importance they attach
to the values. Also, consumers in this segment are said to have high degrees of health perception
and are socially concerned when it comes to consumption in comparison to other segments.
Neutral segment
This niche entails potential clients who have common attitudes towards natural foods.
The demographic status of neutral niche comprises the young and the medium-aged men who
possess higher education status (Nasir & Karakaya, 2014). Regarding income, this cluster entails
mid and low-income consumers. Identical to the favorable niche, the consumers in this niche find
organic foods healthy and are of the belief that they are richly endowed with vitamins and
minerals. In comparison to other niches, the consumers find organic food unattractive regarding
physical appearance and as such, Max protein banana bar has to come in attractive presentations
so that it can attract the attention of such consumers.

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Creativity here is vital in redesigning the Max protein banana bar regarding both
packaging and also the taste so that it can arouse the appetite and desire for the neutral segment.
The consumers in this group tend to give much value to the environmentally responsible
behavior, and this is the salient point that separates them from the unfavorable segment.
Unfavorable cluster
This is the cluster that is composed of consumers who possess negative perceptions
towards natural foods. The profile of this cluster entails men and women from low- and middle-
income groups. Based on age,35 percent of consumers from this segment are above 35 years and
40% of this segment range between 18-25 years (Nasir & Karakaya, 2014). Compared to the
favorable and neutral segment, the unfavorable segment finds organic foods least healthy and
also poorly endowed in vitamins and minerals.
3.0 Discussion of target market and positioning
With the Max protein banana bar, it would be crucial if it is positioned based on the
logical, functional and experiential attributes of the product. For instance, emphasizing how
healthy and tasty it is to consume Max protein banana bars can create a lasting impression in the
mind of the consumer (Chen, 2009). Also stating that the Max protein banana bars are without
any chemicals or preservatives is essential. Also, with organic products that are considered
highly-symbolic such as the Max protein banana bars, the consumers perceive such products as
organic based on the labels, and it is thus important that Natural Evolution Foods position Max
protein banana bars using the terminal values. This will have a long-lasting effect of favoring
strong emotional engagements with the products on the part of the consumer.
4.0 Marketing mix how they are applied
Product

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Max protein banana bars are the most crucial marketing-mix variable. It is thus important
for Natural Evolution Foods to be prepared in corresponding to the wishes of Australian
consumers through design, purpose, and function of the product (Artesens, Verbeke, Mondelaers,
& Van Huylenbroeck, 2009). The consumers of organic products are interested in the production
program, the quality of the product, packaging material, labelling, and price setting. It is vital for
the Natural Evolution Foods to consider the packaging material as it represents the material that
is used in protecting and preserving organic food from the producer to the consumer. The
packaging material not only acts as a means of preserving Max protein banana bars but also
serves to contribute improving production, distribution, and transport. This does not only impact
on the sales but also portray a critical element concerning costs motivating purchase by helping
the consumer identify Max protein banana bars whose particular traits became famous through
the promotion activities by the producer.
Price
The price is the second most important component of the marketing mix that brings
income while the other elements of the marketing mix are associated with costs. The amount of
Max protein banana bars should be per the primary characteristics and features of the banana
bars. Thus, the price must align with the quality of the product, design, and packaging.
The policy regarding organic food in Australia tends to have the price adjusted towards the
needs, desires and the purchasing power of both the customers and consumers while at the same
time yielding an optimal profit (Context Marketing, 2009). As such the price policy of organic
foods such as Max protein banana bars will influence the increasing demand.
However, it is imperative for Natural Evolution Foods to understand that price is not
affected by demand but also the changing consumers’ tastes, prices, and availability of

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substitutes. Customers’ tastes influence what consumers would like to purchase while price,
availability of close substitutes and consumers’ income only influence what they can purchase.
Such factors not only determine price but also reveal consumer’s readiness to buy and pay for a
particular product.
Distribution
The development of a distribution channel is necessary for the production of organic
foods such as the Max protein banana bars in the general economic system as dictated by market
competition ties (Išoraitė, 2016). In achieving faster development in the production of Max
protein banana bars, Natural Evolution Foods should identify potential consumers of such a
product and then choose a suitable channel of distribution in the Australian market. For instance,
the use of direct distribution where Natural Evolution Foods sell Max protein banana bars
directly to consumers and indirectly where a shop sells to the consumers.
Promotion
The ease of access by potential consumers to the relevant information regarding organic
food entering the market and in helping consumers decide on how to buy certain organic
products, Natural Evolution Foods should advertise their products through the media. In a
country like Australia where there are high standards and care regarding health triggers the high
rate of consumption with regards to organic food per head. The commonly used media which is
essential to which promotion messages are channeled to the consumers include newspapers, TV,
radio, websites and social media platforms (Al Badi, 2015).
Thus, it is important for Natural Evolution Foods to create the advertising message to
target the people responsible for making decisions with regards to Max protein banana bars such
they suit that particular individual in their message. Thus, to ensure that they have an ad

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corresponding to its goal, Natural Evolution Foods should research their product advertising
since it is the consumers who can reveal what they expect from a particular product and the
needs that will be satisfied through the Max protein banana bars.
5.0 Budget allocation for promotional mix
Regardless of the size of a company, marketers grapple with the challenge of allocating
budget for media mix regarding resources and skills on board. It is essential to analyze data and
the performance of the campaign when allocating a budget. This will save the cost of not
repeating promotion campaigns on an annual basis. Thus, assessing data should be accompanied
by modification of objectives and key performance indicators to facilitate achieving the optimal
return on investment.
6.0 Marketing goals and objectives
Marketing objectives may be defined as overarching goals that impact directly business results.
Customer satisfaction
One of the primary motives of Natural Foods Evolution is to ensure that the needs of
customers are fulfilled through providing such customers with high-quality products such as Max
protein banana bars.
Customer acquisition
Max protein banana bars being a new product in the market needs customers that will
promote such a product. Thus, another objective is to acquire customers that will promote such a
product.
Improve the quality of the product

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Amidst continued rivalry in the market for organic foods, it is necessary always to ensure
that the quality of the Max protein banana bar is of high quality to appeal and satisfy customers’
needs and tastes.
5.0 Financial goals and objectives
Revenue growth
Raising and increasing revenue is the primary and most fundamental financial objective
of any enterprise. Increasing revenue stems from concentrating on sales and marketing objectives
and is primarily concerned with expanding the purse for top-line earnings before the expenses. In
this context, Natural Foods Evolution will aim at increasing its revenues.
Profit margins
The company will also aim at expanding and increasing its profits margins in future. It is such
profits that will either be ploughed back into business for growing the business or having them
distributed among employees as a bonus to serve as a motivation.
6.0 Marketing strategy proposed implementation
Based on the segments identified above, it is clear that potential buyers will tend to be
submissive to the tailored marketing advertisements that focus on being healthy as well as
socially responsible consumption habit with regards to organic foods as opposed to
environmentally accountable interventions (Diaz, Martinez-Carrasco Pleite, Paz, & Garcia,
2010). For instance, consumers from the favorable niche believe that such foods are not easily
found in the retail shops and also that there are limited choices to pick from. Thus, for
penetration purposes, Natural Foods Evolution should increase the distribution channels using
first regional and local retail stores in Australia and also have a variety of commodity selection to
select from based on demand arising from this segment.

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It is also important to stress the importance of values such as the sense of achievement
and belonging in advertisements in persuading people to purchase more of the product in the
favorable segment (Pour, Nazari, & Emami, 2012). Thus, it is essential for the marketers to stress
enough values such as the sense of belonging and also the sense of achievement in
communication strategies. The use of interpersonal associations such as the sense of belonging
can be used in advertising messages to have the frequency of purchasing organic food increased
as well as increasing the number of purchases. Also, it is essential to state that it is the role of
Natural Foods Evolution marketing teams to create outstanding employment of achievement in
their communication interventions.
Also, in luring consumers from the favorable segment, it would be helpful to tie the
consumption of Max protein banana bars with socially responsible consumption (Michaelidou &
Hassan, 2008). It is prudent to employ consumer loyalty schemes to award loyal and frequent
shoppers. This will be relevant and appealing to the favorable segment as they are highly
differentiated from other clusters based on consumption frequency, future buying intentions and
the number of organic foods they purchase. It is through such programs that Natural Foods
Evolution will have the chance of solidifying its relationship with its customers.
A communication intervention that targets the consumers in the neutral niche may be
prudent to showcase that organic foods lack physical attractiveness because they are free from
additives, preservatives, and color production processes (Czinkota, Ronkainen, & Moffet, 2011).
Also, the consumers in this segment believe that organic foods as expensive. Thus, it will be
imperative to enlighten consumers in the neutral segment of factors such as distinctive
production characteristics and other elements that are responsible for high prices. This is a group

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also of the belief that it is difficult to obtain organic foods and since availability is a common
problem, it is essential to have channels of distribution of organic foods re-evaluated.
To target consumers in the neutral cluster, it would be ideal and useful if the focus is laid
on environmental details since neutral cluster values environmental responsibility (Buckley,
2009). To boost consumption frequency for the consumers in the neutral cluster, the use of
promotional interventions such as free samples could be beneficial.
For the unfavorable cluster, it is imperative to inform the potential customers of the
importance of raising their level of awareness with regards to organic foods. The communication
strategies should be used to explain the attributes of organic foods to the consumers in this
segment (Durham, 2010). Thus, an informational, promotional campaign and the use of subsidies
such as free samples, price cuts, and coupons could boost the morale of the consumers to
purchase organic foods (C, C, & Udayasankar, 2016).
7.0 Conclusion
Based on the above scenario, it is clear to address a marketing plan that can accommodate
the needs, tastes, and preferences of the three segments identified above through aggressive
marketing campaigns. The use of local distribution channels should serve the problem of
availability of such a high-end product. Proper marketing messages that target people responsible
for purchasing organic products should be customized.

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References
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Chen, M.-F. (2009). Attitude toward organic foods among Taiwanese as related to health
consciousness,environmental attitudes, and the mediating effects of a healthy lifestyle.

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Durham, C. (2010). The impact of environmental and health motivations on the organic share of
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Nasir, V. A., & Karakaya, F. (2014). Consumer segments in organic foods market. Journal of
Consumer Marketing, 31(4), 125-131.

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Pour, B. S., Nazari, K., & Emami, M. (2012). The effect of marketing mix in attracting
customers:. Case study of Saderat Bank in Kermanshah Province, 7(34), 3273-3280.