Marketing Analysis of Food Company

Marketing Analysis of Food Company1.0 calcium Company (CC) is a sell high society and has long term presence plan in Auckland, New Zealand. They have invested lots of capital of launch a new harvest in a market. Calcium Company ordain be making flavored yogurt for growing kids and children. It has a unique product line which is currently in place. The company will be offering large variety of flavors. It has calcium and some other vitamin and minerals in flavored yogurt.This report will look at the SWOT and PEST synopsis whereby it helps to make product survive in the market. Moving on, it will go into depth the benefits of the new product in the market.In final report CC will try to launch successful product. Yummy kids will become a very trendy choice for childrens drinking milk and Calcium Company strongly believes that this will become a very meaningful and profitable investment for the future of children in our society.1.0 IntroductionCC was opened in 2006 it was making mi lk only and then later diversified into flavored yogurt. Since it made huge profit over the years so they decided to make the other profits.They atomic number 18 establish a new product in the market which is flavored yogurt. Their target market is kids 5-14 year old children. It has high content of calciumObjectives are as followsTo meet first year sales projectionsTo grab market character within years time by 25%Plan to veer other products in next five years time.3.0 Situation AnalysisMarketing information helps managers to make better decisions about their management such as market size and market piece.3.1 Marketing InformationPie chart 1The above pie chart shows the market share of respective company.3.2 SWOT Analysis forceHealthy productSkilful laboursWeaknessNew productOpportunitiesnew productThreatCompetitorsThe SWOT analysis illust orders S+T (3) and W+T (2) so the introduction of the new product is feasible.3.3 External Environment AnalysisPolitical and Legal factorG STTaxIncome levelEconomic factorsInsurance rateSocial and Cultural factorsHealthy and nutritiousTechnology factorsAvailability of resources and technologyAdvance technologysEnvironmental factorsGlobal warming, environmental issues. Changes in temperature piece of ass impact on many industries including dairy farming (U.K essays.com 2013).4.0 Segmentation Strategy4.1 Segmentation VariablesIt looks at the cost which is involved in launching of the new product in the competitive market.4.2 market segment profileThey are two competitors in market which is Fonterra and Goodman Fielder. At this stage they are very competitive in the market. So CC is trying to gain market share in the competitive market.5.0 Targeting StrategyThe market will target the competitors. The competitors are Fonterra and Goodman Fielder. This market looks at the age group 5-14 years old. This age group needs calcium and protein in their diet for growth.5.1 Rational and StrategyCC will have severalise product in the market for everyone.6.0 PositioningThe above diagram shows where yummy kids places it price which is at c.7.0 ProductThe above yummy kids will attract the concern of kids because its so color and they name speaks.7.1 Product ClassificationExisting Milk productExisting Yogurt productCalciumFruity yogurtIced coffeeMeadow fresh7.2 Product Line and MixCC main product is milk which is the core base of the business later move ahead with skim and diet milk and introducing drinking chocolate milk. CC company has a reasonable variety of product mix to present their retailers and customers similarly intend to introduce plain and fruity yoghurt in future.7.3 Product Branding, Packaging and LabellingLabeling there is bears photo on the package. It will contain the ingredients and contents on the container.8.0 PromotionCC will have billboards, magazines and posters in dairy shops.8.1 ObjectivesTo attract attention of the customer s in the market.8.2 Promotion MixThe primary objectives of the milk product yummy kids are to firmly establish CC companys brand positioning as well as development strategies to the target market. Therefore objectives of publicizing the yummy kids yoghurt areIncrease awareness enlighten the importance of Protein Calcium in growing kidsProvide information about the product allow the customers be aware that CC company is 100% New Zealand owned8.3 AdvertisingCC will advertise their product on T.V at near children program time.8.4 Sales PromotionIt will be promoted on TV channels in order to attract the attention of the customers.9.0 PricingCC will allocate its price at low due its a new product in the market.9.1Pricing ObjectivesMaximize profitGain market share9.2 Pricing MethodHence, the cost of each tub of yummy kidsMaterial$0.10Processing cost$0.10Labour cost$0.10Total Cost$0.30Profit brim $0.20Add GST$0.10Total cost of a tub of yogurt will be $0.70.10.0 Distribution10.1 Distribution channelsWholesalers will deliver the product to retai lers and then customers will buy the product from the retailer.10.2 Factors affecting distribution channelThe factors which might affect could be cost of logistic department or they may not arrive on time to deliver the product.10.3 Distribution intensityIt will be distributed to count down, packnsave and other diary stores.11.0 Control Systems11.1 BudgetingCC company has cipher set for their new product yummy kids. Company will focus on their budget to cater for the new product. Below is the sample budget of launching new productExpensesMaterials$20000Processing cost$1500Labour cost$15000Fixed costsMachines$1000012.0 ETHICS AND SOCIAL RESPONSIBILTTY1. Packaging will be biodegradable2. Product will be thoroughly tested before introducing in the market.13.0 ConclusionIn conclusion, Calcium is added to fruity yogurt in countries which is very everyday with kids. Further research was also carried out on the population of Auckland especially focusing on the kids population (UK.Essay.c om, 2013).This report does not enunciate any information of CC Companys customers and their buying habits who live across New Zealand where yummy kids can be distributed to retails to increase market share and generate return on investment.14.0 Reference ListStatistics New Zealand. (2011). Dairy Product Manufacturing Retrieved from http//businesstoolbox.stats.govt.nz/IndustryProfilerViewProfile.aspx?ProfileID=CC131Statistics New Zealand. (2012). National Population Estimates June 2012 Quarter. Retrieved from http//www.stats.govt.nz/browse_for_stats/population/estimates_and_projections/NationalPopulationEstimates_HOTPJun12qtr.aspxThomadsen, R. (2007). Product Positioning and rivalry The Role of Location in the Fast Food Industry. Marketing Science, pp. 792-792-804. Retrieved from http//ezproxy.aut.ac.nz/login?url=http//search.proquest.com/docview/212253097?accountid=8440