Marketing Management: Multimin Injection Case Study for Virbac Pty Ltd

This report presents a marketing plan for Virbac Pty Ltd's Multimin injection, focusing on sheep experiencing virility issues. The report begins with an executive summary and an introduction to the importance of marketing strategies. It then defines the target market persona, 'Jessie', a sheep facing fertility problems, detailing demographic, behavioral, and goal-oriented information. A marketing mix analysis is provided, with recommendations for product differentiation, cost leadership pricing, digital marketing promotion, and a direct supply chain. The report concludes with a summary of the marketing strategies and their implications for Virbac Pty Ltd, aiming to enhance sales of the Multimin injection within the targeted market segment.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT: A CASE STUDY OF THE “MULTIMIN” INJECTION
OFFERED BY VIRBAC PTY LTD
Name of the Student:
Name of the University:
Author’s Note:

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EXECUTIVE SUMMARY
The purpose of this report is to recommend a marketing plan for the Multimin injection offered
by Virbac Pty Ltd on the basis of the analysis of its target market persona. The target market
persona, which had been selected for the concerned injection are the sheep which are presently
facing virility related issues. As a matter of fact, the administration of this injection had helped
numerous sheep suffering from virility related issues to impregnate the other sheep. More
importantly, on the basis of this particular target market persona adequate product strategy
(product differentiation), pricing strategy (cost leadership), promotion strategy (digital
marketing), place strategy (own supply chain system), physical evidence, process and others
have been recommended for the concerned corporation.

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Table of Contents
1.0 Introduction................................................................................................................................4
2.0 Target Market Persona...............................................................................................................5
2.1 Name, Title and Picture.........................................................................................................5
2.2 Day in the Life.......................................................................................................................5
2.3 Demographic and Behavioral Information............................................................................6
2.4 Goals of the Persona..............................................................................................................6
2.5 Main Points............................................................................................................................6
2.6 Information Search Process...................................................................................................7
2.7 Type of Experience Desired..................................................................................................8
2.8 Common Objectives..............................................................................................................8
2.9 Story.......................................................................................................................................8
3.0 Marketing Mix Analysis and Recommendations......................................................................9
3.1 Product...................................................................................................................................9
3.2 Place.......................................................................................................................................9
3.3 Price.......................................................................................................................................9
3.4 Promotion............................................................................................................................10
3.5 People..................................................................................................................................10
3.6 Physical Evidence................................................................................................................10
3.7 Process.................................................................................................................................10

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4.0 Conclusion...............................................................................................................................11
References and Bibliography.........................................................................................................12

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1.0 Introduction
As stated by Keegan (2017), the marketing or the promotional strategies used by the
business corporations are important since help the corporations to effectively influence the
buying or for that matter the purchasing behavior displayed by their target market. Zimmerman
and Blythe (2017) are of the viewpoint that the marketing or the promotional strategies devised
or formulated by the business corporations needs to be in conjunction with the needs or for that
matter the requirements of the target market that they are focusing upon. More importantly, the
formulation of an effective marketing strategy is an important determinant of the business
success attained by the organizations (Kotler et al. 2018).
Virbac Pty Ltd, an Australian “specialist animal health company”, was established
around 30 years ago and it is known for the wide range of cattle or the sheep care products that it
offers (Au.virbac.com 2019). The Multimin injection offered by the concerned corporation is an
important product of the corporation and it had proved to be especially beneficial for the
improvement of the performance of the cattle or the sheep. For instance, it significantly enhances
the virility or for that matter the fertility of the cattle or the sheep and thus is being used
extensively by the different animal farmers (Au.virbac.com 2019).
The aim of this report is to undertake an analysis of the target market persona that the
corporation, Virbac Pty Ltd, needs to focus upon for the Multimin injection that it offers for the
cattle. Furthermore, on the basis of the target market persona selected for the concerned product,
the report would also offer recommendation, particularly, the marketing mix, that the corporation
under discussion here needs to use for the enhancement of the sale of the concerned product
among the target market that had been selected for the product. The report will thus with an

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analysis of the target market persona that the concerned corporation needs to focus upon for the
product that it offers including an outline of the demographic and behavior information of the
target market, their objectives for buying the product, information search process used by them
and others. Furthermore, the report will conclude by recommending the marketing mix that the
concerned corporation needs to use including the product strategy, pricing strategy, distribution
strategy and others.
2.0 Target Market Persona
2.1 Name, Title and Picture
Jessie is a sheep in Daisy’s Animal Farm and it is presently facing virility related issues
and is unable to impregnate the other sheep of the animal farm.
2.2 Day in the Life
The owner of the animal farm under discussion here had left Jessie with the other sheep
of the farm so that it can have coitus with them and thereby impregnate them. However, because
of the virility related issues that the concerned sheep is facing, it is not being able to attain the
concerned goal. Thus, it is likely that through the usage of the Multimin injection offered by the

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Virbac Pty Ltd, the owner of the animal farm under discussion here would be able to enhance the
virility of the concerned sheep and thereby help it to impregnate the other sheep of the animal
farm. More importantly, for the attainment of this particular end, the owner of the concerned
animal farm would have to take the help of a registered veterinary who would inject the injection
under discussion here into the sheep so that it would be able to acquire the required amount of
virility to impregnate the other sheep of the farm.
2.3 Demographic and Behavioral Information
Jessie is an adult male sheep and had been in the animal farm under discussion here ever
since its birth. Its father was highly virile and was one of the major reasons for the increase in the
number of sheep of the concerned farm. More importantly, it is seen that the owner of the animal
farm under discussion here does not offer any additional veterinary recommended food to the
sheep and the natural grass which grows inside the farm is the major food which Jessie eats. In
addition to these, it had been seen Jessie had displayed a prolific sexual appetite since reaching
adulthood however had faced difficulty in impregnating the other sheep of the concerned farm.
2.4 Goals of the Persona
The most important goal of the persona under discussion here, Jessie is to impregnate the
other sheep of the animal farm under discussion here so as to effectively fulfill its biological
objective and thereby further its lineage as well. More importantly, an important goal of the
character under discussion here can be attributed to the fact that the concerned sheep also intends
to enhance its sexual pleasure by enhancing its virility.

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2.5 Main Points
The most important point regarding Jessie can be attributed to the fact that despite living
in a completely natural setting and also being born of a sheep which was highly virile, the
concerned sheep is presently facing virility related issues. Thus, it had been seen that the owner
of the animal farm to which the sheep belongs is looking for options through which the virility of
the sheep under discussion here can be effectively enhancing without the sheep having to face
any of the side effects or for that matter the negative effects of the virility enhancing pills or the
injections that are normally being offered to the sheep by the veterinaries.
2.6 Information Search Process
Deepak and Jeyakumar (2019) are of the viewpoint that the most important step in the
information search process can be ascribed to the aspect of need recognition which in turn
influences or for that matter motivates the individuals to undertake the information search
process. In the particular context of Jessie, it can be said that the owner of the farm after offering
numerous opportunities to Jessie to impregnate the other sheep of the farm had come to the
realization that the concerned sheep is facing virility related issues and thereby needs
professional help. However, at the same time it is seen that the owner of the farm does not want
Jessie to face the negative effects which are generally associated with the usage of the virility
enhancing drugs manufactured for the sheep. Thus, after going through various options while
taking into account various factors like price, quality, the time that the drug takes to react,
negative or the side effects and others, the owner of the farm had decided to use the Multimin
injection offered by Virbac Pty Ltd. For instance, the owner of the farm found that the price of
the concerned injection is comparatively low, takes less amount of time to show results, is easily
procurable, is easy to administer and also there are no side effects of the usage of the same. It is

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on the basis of these aspects that the owner of the animal farm under discussion selected the
Multimin injection over the other options which are available in the market.
2.7 Type of Experience Desired
The Multimin injection was ordered by the owner of the farm over the internet directly
from the official website of the corporation under discussion here and he called in a veterinary to
administer the same to Jessie. For instance, the owner found that the injection is actually very
easy to administer and no specific criteria or requirements needs to be followed for administering
the concerned injection to the sheep.
2.8 Common Objectives
The most important objective of the owner of the animal farm under discussion here
behind the usage of the Multimin injection offered by the Virbac Pty Ltd can be attributed to the
aspect of enhancing the virility of the sheep. More importantly, another important objective of
the owner can be attributed to the fact that he also wanted to avoid the negative or for that matter
the side effects that usually accompany the administration of virility enhancing pills or injections
to the sheep. Furthermore, the owner also did not want to spend any substantial amount of money
for the purchase of the injection and also wanted it to be delivered at his doorstep as well.
2.9 Story
Jessie is a sheep which is facing virility related issues and is thereby unable to impregnate
the other sheep of Daisy’s Animal Farm. Jessie lives in a completely natural setting and eats only
the grass which grows within the concerned animal farm. However, the virility related issue that
the concerned sheep is presently facing had influenced the owner of the farm to use the Multimin
injection offered by Virbac Pty Ltd. The usage of this particular injection had not only enhanced

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the virility of the sheep under discussion here but also helped it to impregnate the other sheep of
the animal farm as well.
3.0 Marketing Mix Analysis and Recommendations
3.1 Product
The Miultimin injection offered by Virbac Pty Ltd had been specially designed for the
sheep and the other cattle which face virility or fertility related issues. The corporation uses the
product differentiation strategy and thus the Multimin injections offered by the concerned
corporation are superior in quality to the other similar injections available to the dairy farmers of
Australia. For instance, this injection is very easy to administer and does not show any negative
or for that matter adverse effects on the sheep or the cattle. More importantly, it had been seen
that the reaction time of the injection under discussion here is very less and thus the dairy
farmers unlike the other virility or the fertility enhancing pills or the injections offered by the
other corporations do not have to wait for a substantial period to get the results.
3.2 Place
Virbac Pty Ltd had developed its own supply chain system which in turn facilitates the
easy delivery of the injection under discussion here to the dairy farmers. More importantly, it is
seen that the dairy farmers have the opportunity to order the concerned injection directly from
the official website of the corporation under discussion here.
3.3 Price
Virbac Pty Ltd needs to take the help of the cost leadership strategy for the pricing of the
Multimin injection offered by it. This will enable the concerned corporation to offer the best
quality Multimin injections to the dairy farmers at highly affordable prices. This is important

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since it had been seen that the dairy farmers do not like to spend any significant amount of
capital on the procurement of the medicines for their cattle.
3.4 Promotion
Virbac Pty Ltd needs to take the help of the digital marketing strategies like social media
marketing, search engine optimization and others for adequately promoting or for that matter
advertising the Multimin injection offered by it to the dairy farmers. This is important since the
promotion cost that it would be incurring for promoting the concerned injection through the
usage of the digital marketing strategies would be lesser in comparison to the usage of the
traditional marketing strategies and also it would be able to reach out to a large number of dairy
farmers through the adequate usage of these promotional strategies.
3.5 People
Virbac Pty Ltd needs to create a highly qualified marketing or promotions team which
would be responsible for designing the promotional or the advertisement campaigns for the
concerned injection. In addition to these, the creation of a sales team as well as a customer
support team is also important from the perspective of the concerned corporation and also the
Multimin injection that it offers to the dairy farmers.
3.6 Physical Evidence
The packaging of the Multimin injection is done from recycled plastic so as to avoid the
damage to the environment. In addition to this, the omni-channel business model followed by the
corporation ensures the fact that the dairy farmers would be able to purchase the injection easily
from the e-commerce website of the concerned corporation.

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3.7 Process
The injection under discussion here offered by Virbac Pty Ltd had been designed taking
into account the customer needs or for that matter is customer-focused. More importantly,
different kinds of research and development projects are being undertaken by the concerned
corporation to enhance the quality of the Multimin injection offered by it.
4.0 Conclusion
To conclude, the marketing strategies used by the business corporations should be in
conjunction with the needs or for that matter the requirements of the target market that they focus
upon for the products or the services offered by them. More importantly, the corporations also
need to formulate adequate product strategy, price strategy and others so as to ensure the success
of the products or the services offered by them. These aspects of the process of marketing
management become apparent from the above analysis of the same in the particular context of
the Multimin injection offered by Virbac Pty Ltd.