Last updated: March 14, 2019
Topic: ArtRadio
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Executive summary:

 

Marketing Plan is a written document, which plays a vital role to achieve a specified marketing aim and objective. This can be for a product or service, any brand, or a product line. It can cover an annual marketing plan, or cover up to 5 years. This plan may be part of an overall business plan. A solid marketing strategy is the foundation of a well-written marketing plan or a strategic plan. In order to make a Marketing Plan it is necessary to know what is a product or service. Product is anything, which offered to a market that might satisfy a want or need. It may be tangible (physical) and intangible (non-physical).Service is a non-material or intangible product. Example of services as professional consultancy, witnessing, or an entertainment experience

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Introduction:

 

A Marketing Plan contains ten to thirty pages. It covers the main focus of a Marketing plan is usually on the entire organization or usually on a particular product and the focus of a business plan in service or program. It involves defining a dynamic company mission, vision, setting others supporting aim and objective. Strategic management influenced by its environment in different ways.

 

Successful company of a new product exploit the strengths more than just focus on weaknesses. This process is not only about fixing the things that are wrong, but also works on to nurturing what is right. On the other hand, opportunities and threats are the external trends which influence the organization. These are mainly categorized into Macro-environmental factors: political, economic, social, technological, demographic, and legal; or shortly (PESTDL) forces.

 

It covers the current situation market analysis: market definition, market size, market segmentation, industry structure and strategic groupings, Porter 5 forces analysis, competition and market share. It discuss about environmental uncertainty and complexity, alternative analysis techniques (e.g. SWOT, 5 Forces, GAP), evaluation of appropriateness and efficiency. It also discusses its Microenvironment.

 

Above all it contains analysis of target markets, market mix (services, prices, Promotion and place), human resources plan (Resource Allocation: Human, Finance, Logistics, Material and Time), performance analysis (reporting and feedback systems), performance review, benchmarking and quality management.It considers both the organization and individual’ programs reputation.

 

Description of the Product:

I will choose Camel Milk and Camel Ice-Cream as a new product. Al Ain Dairy farm of UAE recently found this idea and they develop there marketing not only in UAE but also large part of the world including UK. Camel milk ice cream is making the way homemade ice cream is made without using automatic mixing and filling equipment to ensure that the mixture obtains all flavors of the ingredients and these are imported from Italy. Italy acquired its reputation as the one of the oldest ice cream manufacturing countries. Mr. Enzo La Blunda, renowned Italian chef and ice cream specialist supervises the manufacturing process to ensure that each pack of camel milk ice cream has passed the quality standards that Al Ain Dairy has been known for. Camel milk ice cream content is maximum 2.5 % and the average ice cream contains between 6 to 9% percent fat content so weight watchers will also enjoy the delicious taste of ice cream.

 

Camel milk ice cream is free from allergy. So children who have allergy against products made from cow’s milk can now enjoy their taste of ice cream.  And it is also safe for people who are suffering from lactose intolerance. Camel milk ice cream is a welcome treat for both young and old alike because of it is safety.

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Marketing Strategy or Marketing Mix:

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Retailers and wholesalers must decide on product assortment and product, prices, Promotion and place, people. The proposed manufacturing plant is expected to come into production in June 2006, and will have a capacity of 50 tons per month. So 2000 additional camel will be needed for this project. The plant will be under the supervision of an Austrian team; seconded by Hochleitner Ltd.

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# Product Strategy:

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Product is the assortment products and services that it is offers. Wholesalers are under great pressure to carry a full line and to stock enough for immediate delivery, but this practice can damage profits. Wholesalers are cutting down on the number of lines they carry, choosing to carry only, and the more profitable ones. They are also rethinking which services carry count most in building strong customer relationships and which should be dropped or charged for. The key is finding the mix of services most valued by their target customers.
# Promotion Strategy: although promotion can be critical to wholesaler success, most wholesalers are not promotion minded. There use of trade advertising, sales promotion, personal selling, and public relations is largely scattered and unplanned. Many are behind the times in personal selling – they still see selling as a single salesperson talking to a single customer instead of as a team effort to sell, build, and service major accounts. Wholesalers also need to adopt some of the non-personal promotion techniques used by retailers. They need to develop an overall promotion strategy and to make greater use of supplier promotion materials and programs.

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# Pricing Strategy:

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Here it must look for start-ups cringe at the thought of having to develop financial statements. Most of them are obligated to learn the basics of what each financial statement represents, how it is used to analyze the financial condition of the company and how to create it. Fortunately, they learn to use these documents as tools to measure levels of failure and success. These tools must be properly learned and monitored on a regular basis; actual financial statements can be used to compare performance and the projections, and to potentially identify wasted resources, as well as factors of success.

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Simultaneously it is important to begin the projection process by overestimating expenses and underestimating sales. The decreasing expenses and increasing sales in the projections should come only with viable financial assumptions to justify our revisions.

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Cost of Goods Sold (COGS): Company will decide the price of new products with the method of all begins with determining the cost of goods sold (COGS). Company consider the cost of our products before deciding on the sale price. Manufacturers, wholesalers, and retailers must determine the COGS.

Cost of Goods Sold = Beginning Inventory + Purchases – End Inventory

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Breakeven Analysis:

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This formula indicates how much sales volume must be accomplished in order to cover all costs (fixed and variable). It begins generating a profit. In other hand, it is the point in sales volume at which no profit and no loss. It is a most commonly applied to a business that sells product. The following formula should be applied:

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Breakeven = Fixed Costs / (Revenue – Variable Costs)

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The breakeven point equals fixed costs divided by the result of revenue minus variable costs.
# Place (Distribution) Strategy: wholesaler must choose location and facilities carefully. Wholesalers typically locate the low-rent, low-tax areas and tend to invest little money in their building, equipment, and system. As a result, their materials-handling and order-processing systems are often outdated

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Mission:

Why do we exist? A mission statement answers this question and provides a brief description of a company’s fundamental purpose of new product. A mission statement mainly focuses on a company’s present state but a vision statement focuses on future development of a company. Their mission to maximize profits and reduce the cost of researching .The Company trying to improved profits by increasing sales or reducing costs. There mission to improving profits by increasing sales. It aims to enter new foreign markets and increase its product’s availability. Mission could fit the market environment and must be motivating. Company’s mission not only increases sales and profit because profit is only rewarding for undertaking useful activity.

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A mission statement has no formula to finding or wording that best expresses the collective intention of an organization may be for a large organization. It can be written by one or two persons only and after input it to grant at leadership retreat. Here the most important issue is that the questions used in developing the mission statement, there is consensus on the answers to.

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Mission is mixes with passion, most important that is humanity, as well as an eye on the big picture which keep refreshing the mission statement until it has a version that people can positively support.

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Vision Statement:

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In order to discuss about vision it is important to know what is meant by vision statement. In the view of Martin Luther King, “a dream, which followed was a vision, and that can change a nation”. This popular speech has a dramatic example of the power which could be generated by a person who communicates an imposing vision of the future. Author of Management, Tom Peters discovered, “a clear vision of the desired the organization’s future state of as an essential element of high performance”.

Vision is one of the universal rules of planning. A person will never be greater than the vision which commends that person. No athlete ever got to the Olympics prize by mistake. For many years A vision inevitably guides all the sweat and tears of his or her stellar performance .The vision statement should require expectations, aspirations, and performance the organization’s members to stretch their. Without that powerful, attractive, valuable vision.The author of Strategic Planning for Public and Nonprofits Organizations, John Bryson, states, “a vision is more important to implementing strategy typically than it is to formulating it”. The development of strategy is run by what you are hard working to accomplish the purpose his organization. Why does an organization exist, a mission statement answers about that questions. What business are we in and how the values will guide them a vision look after this. It is more encompassing and it answers lot of hard question like how will success come in.

 

Objectives:

For a new product companies objectives will more specific, and they look at the “How’s” of getting the goals accomplished.   The objectives will be as follows-

 

S=Specific

M=measurable

A=achievable

R=realistic

T=timely

Al Ain Dairy Farm (Camel milk ice cream) it has long time and short time aims and objectives. It should have some objects, goals and be responsible to reaching the goal. Mission statement deals with short time aims and objectives, which will be discussed, in different head.

 

The long-range plan Al Ain Dairy farm (Camel milk ice cream) draws an attention on goals that will take four to six years or more to perform. It accomplishes an implementation plan–strategies for achieving the goals. The long-run goals and the implementation strategies provide us a strong foundation for decision making by the various people involved in implementation of the plan. As a result, it provides a basis for work to achieve the goals specified in the plan.

 

Technological development is both a challenge and opportunity for Al Ain Dairy farm (Camel milk ice cream) long-term aims and objectives. So long term marketing Plan should accompany with long term Technological development that is also a good way of expressing a marketing plan. Therefore, the process can take a great deal of time and effort. However there is no guarantee that the marketing plan procedures will be successful. Even though, the undertaking marketing plan is worth the risk. The long-term consequences of plan- less- ness are a serious injury for Business and a successful planning process brings greater Al Ain Dairy Farm (Camel milk ice cream) effectiveness, efficiency, and satisfaction.

 

It is important to know what is meant by vision statement. In the view of Martin Luther King, a dream, which followed was a vision, and that can change a nation. This popular speech has a dramatic example of the power which could be generated by a person who communicates an imposing vision of the future. Author of Management, Tom Peters discovered a clear vision of the desired the organization’s future state of as an essential element of high performance.

 

In simple summary, there are three keys to success:

 

Involving all of the key stakeholder groups’ widely— those who will be affected by the outcomes produced by implementing the plan and those who will be doing the implementation.
To be a good facilitator or team of facilitators,
Making and ensuring implementation of appropriate provisions for the annual review and update of the plan.
Involving all of the key stakeholder groups’ widely— those who will be affected by the outcomes produced by implementing the plan and those who will be doing the implementation.
To be a good facilitator or team of facilitators,
Making and ensuring implementation of appropriate provisions for the annual review and update of the plan.
 

What is the difference between strategic planning and long Term planning? We have to understand major difference between two thinks that are strategic planning and long term objectives is in emphasis. long term objectives is generally considered to mean the development of a plan of action that’s deal to accomplish a goal, objectives or set of goals over a long period of several years. The major presumption in long term objectives and goals are that current knowledge about future conditions, which is sufficiently reliable to the progress and development of these plans. For example, the American economy was relatively stable and therefore predictable in the late fifties and early sixties. Long term objectives are very much in fashion and a useful exercise. Future is unknown to us and unpredictable, but sometimes long term objectives can protect serious crises.

 

The major presumption in strategic planning is that an organization should be responsible to a dynamic proportion to changing situation. A group of people would argue that it was always the case. Nevertheless, in the nonprofits sector a wide agreement has emerged that the circumstance is indeed changing in dynamic, and few unpredictable ways. Thus, the ambit in strategic planning is on understanding that how the environment or situation is changing or will change, and in developing organizational decisions that is liable to these changes.

 

SWOT Analysis:

To getting a clear knowledge of environment and dynamics of a Farm like Al Ain Dairy Farm, it is necessary to look at both internal and external environment of the Farm and these will add valuable information to the situation assessment. The SWOT is a technique, a very simple and really effective vehicle for collecting information about environment. It helps to focus the process by breaking it down mainly into four broad categories:

 

1. S – Deals with the internal Strengths of the organization.

2. W – Deals with the internal Weaknesses of the organization.

3. O – Deals with the external Opportunities of the organization.

4. T – Deals with the external Threats of the organization.

 

Now is the time to evaluating an Al Ain Dairy Farm’s general strengths and weaknesses which specific to each of its programs, typically includes assessments of:

 

Target Market:

A set of buyers sharing common needs or characteristics that the company decides to serve. Market segmentation reveals company’s market segment opportunities. The company now has to evaluate the various segments and decide how many and which ones to target. We now look at how companies evaluate and select target segment. A set of buyers sharing common needs or characteristics that the company decides to serve. Camel milk ice cream can be found in popular supermarkets and gasoline stations. Market segmentation reveals farm’s market segment opportunities. The farm now has to evaluate the various segments and decide how many and which ones to target. We now look at how companies evaluate and select target segment.

 

 

Plan Goals and Implementation:

 

It is the responsibility of the administrative leaders to translation of this Marketing Plan into operational plans. The CEO or President’s Executive Council will take leadership in establishing priorities in consultation with the Planning and Priorities Committee. They will act according to Companies Act 1985.

 

The objectives of this plan and the associated action items have tangible outcomes; the Office of Institutional Analysis will be responsible for designing tools to measure our progress towards our goals. The President in consultation with the Planning and Priorities Committee will report progress annually to the Senate and the Board of Governors. The reports will include a detail assessment of our progress on specific objectives. They will also take care of the implications of current resource constraints and other environmental variables on our ability to meet our goals.

 

The Marketing Plan is really a living document that subjects to regular review and updating by the Planning and Priorities Committee in the context of the organization’s ongoing growth and development and also the changing external environment. Members of the team are invited to share their thoughts on the evolution of the plan with the Planning and Priorities Committee and commands.

 

Microenvironment:

Successful Farm like Al Ain Dairy (Camel milk ice cream) exploits the strengths more than just focus on weaknesses. This process is not only about fixing the things that are wrong, but also works on to nurturing what is right. Organization or internal environment: This includes those activities, contained totally within the organization itself that make up the daily life of most organizations. We may say the company’s microenvironment. Strengths and weaknesses are essentially concerning to the internal organization and matters related to the resources, programs, costs, and organization in key areas. These include:

 

a. Sales to marketing, distribution, promotion, and support,

b. Management with systems, expertise and resources,

c. Operations including efficiency, capacity, and processes,

d. Products, services, quality, pricing, features, range and competitiveness,

e. Finances, resources and performance,

f. R&D, effort, direction, and resources,

g. Costs, productivity and purchasing,

h. System, organization, and structures.

 

The strengths and weaknesses are related mainly to the promoter(s), who experience, expertise and management abilities – other than to the project, if a start-up is being planned.

 

Modern microeconomics experiences no theoretical problem in describing the activities of the perfect firm. Al Ain Dairy (Camel milk ice cream) is involved in perfect competition, where price is the one dominant factor. All decisions are taken rationally, based upon maximization of monetary outcomes (profit). All the relationships are exactly known, and can be plotted upon definitive graphs.

 

Microeconomics finds considerable difficulty in dealing with imperfect competition, since no generally agreed model for representing the state of affairs has yet emerged. Worst of all, particularly in the current climate of uncertainty, it cannot easily handle the fuzzy relationships, which do not fit neatly into the exact equations. Finally, as Kenneth Galbraith and others so succinctly observed, management decision-making is often anything but rational, and is frequently not designed to achieve the simple monetary outcomes which are the staple diet of economics – and instead reflect rather more complex motivations.

Competition:

The competitive environment is from regulation to real life competition. What’s the basis of competition? Where do the threats exist? Where is their pressure and where is the market easier?

Al Ain Dairy farm (Camel milk ice cream) analysis of the three areas is interrelated. Who you choose as your target audience will have implications for what capabilities may I need, which will have an impact on what competitive pressures are around which will influence who I choose as my target audience. We take each of these areas in account.

 

Analysis of target markets
Analysis of competencies
Analysis of competition and environment
Many companies will have all this knowledge to hand easily and readily. But some will require information and analysis to be carried out in order to bring together the knowledge together into one place.

 

Analysis of Target Markets

To the process of carrying out Strategic Analysis, choosing which customers and markets to concentrate on and looking at what has value to these customers ensures that my efforts and resources can be focused on the areas with the most potential for return.

 

One of the better starting points for strategic analysis is to look at who is in our key target audiences, customers are, and what they do and value. Once we understand what our customers do and value, we can start to look for ways of helping them do what they do better.  “Better” will be judged by our customers, looking at what they value. The process for choosing a target audience could be happen at two levels as –

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Existing customers do we have and what is their value to us
Customers could we have in the future

Evaluation of Marketing:

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The number of sales, increased brand exposure, competition and profitability, new markets and existing customer discussed bellow. The Al Ain Dairy, known to be the trendsetter in the dairy industry, and once more pioneers the launch of another innovative product – camel milk ice cream.

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Italian technology is used. By this he means making ice cream the way homemade ice cream is made without using automatic mixing and filling equipment to ensure that the mixture obtains all flavors of the ingredients which are imported from Italy. Italy acquired its reputation as the one of the oldest ice cream manufacturing countries. Camel milk ice cream which is about 3 times more than in fresh cow’s milk makes the ice cream indeed a healthy dessert. So sales and profit will be increase.
Camel milk ice cream can be found in popular supermarkets and gasoline stations. It has in three delicious flavors – strawberry, caramel, and chocolate in 100 and 350 gram packs. Children will be attracted for different tests. To increase sale, market needs to produce hygienic food. So to fulfil its trend, Al Ain Dairy Camel milk ice cream is made with out using chemical. Camel milk ice cream is better then cow’s milk ice cream because children who have allergy against products made from cow’s milk can now enjoys their taste of ice cream. Camel milk ice cream is safe as well for people who are suffering from lactose intolerance.

 

Existing Customers:

Customers that we already have, many companies will have lists of customers and accounts. The key questions are to be asking. Who are the most important customers to us in terms of profit and strategic fit? What do these customers valued? What are their business ethics? Where are the competitive pressures on their accounts? What can we offer in the way of improvements to keep them with us and increase our value to them, or our value to their customers?

 

We look at revenue and costs per customer to identify where the profitable customers with the existing accounts. Secondly, we have to look at what these customers real needs and value to identify areas of opportunities and possibilities, to find ways out of grouping or segmenting customers those who have similar needs or requirements.

 

Al Ain Dairy farm (Camel milk ice cream) closed their working relationships with their major customers. There is plenty of evidence to show that few companies take the time to periodically review the whole relationship. Particularly some of the existing knowledge has been filtered through distribution channels who may have their own agenda, or is focused on the here-and-now sorting out issues of delivery, price and quality on today’s sales that the mechanics and future of the relationship can be overcome, allowing the competitors to sneak.

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New markets: The option for analyzing target markets is to ask who could be our customers being in the future. What sectors should we attack? Where are there economies of scale in meeting a group of customer’s perfect needs? Camel Ice-Cream of Al Ain Dairy farm, so for a new market, research either in the form of desk research using existing studies and market intelligence or in the form of bespoke market research studies will be needed to ascertain who the best prospect areas are.

 

Complexity is that the perspective we have is likely to be biased because of our position in the market. This is known as the sales-view basis.

Marketing Recommendation:

As Al Ain Dairy Farms plant is expected to come into production in June 2006, and will have a capacity of 50 tons per month. The plant will be under the supervision of an Austrian team, seconded by Hochleitner Ltd. Key customers to be targeted in the first phase are the duty free of Abu Dhabi and Dubai and the deluxe hotels.

 

As Al Ain Dairy Farms Farms Camel Milk has a great impect in its quality, Al Ain Dairy should agressively drive in the local market with to achive a large segmant of market. When Al Ain Dairy has the Production capaciy over the local market demand , it must drive for international market. Al Ain Dairy can easily drive in export for it’s ice-cream in the Asian Markets like Bangladesh, India, Pakistan and so on.

 

Al Ain Dairy Farm has launched Camel Milk Ice cream  with there is no above the line activities existing in UAE,  Al Ain Dairy Farm allow to go for advertising on TV, radio, poster, banner for this product. There are some other marketing activities we propose to approach their targets

 

Al Ain Dairy Farm can organize an occational free lunchuan in it’s UAE retail outlet for the potential target groups as an aalternative Advertising. The products should be demonstrated in the stores.  If so, this would be a great way to introduce your product. Prepare small samples for a mother to take home with her. Include a coupon for a future purpose. That gives you the measurement tool by which you can begin to gather numbers on usage.
Finally, Al Ain Dairy Farm perhaps could prepare an Internet based marketing plan. Such as direct mailing. Al Ain Dairy Farm also donate to charity that provides assistance to the students transportation which was a publicity . This could create a very strong Public Awareness campaign of the product. Perhaps TV, and newspapers will print the story of this wonderful organization that is helping women to feed their children.

 

Al Ain Dairy Farm can try using the doctors offices as a distribution medium. Sell Camel Milk Ice Cream to them at a discount (after the initial free samples) and have them sell it to their patients. If they can make a profit in it they might be more motivated to do so. I don’t know your country or the accepted practices there, so I apologize if this idea is not applicable. The intent is for you to develop some motivation for the doctors to refer people to your product. If the fact that it serves the interests of their patient is enough, then just reinforce that principle

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