marketing

Executive Summary This report was commissioned to provide a marketing strategy plan of 5 years for Camel Milk

Victoria. The report also provides an in-depth analysis and evaluation of the current marketing

strategy that Camel Milk Victoria has. The research draws attention to the fact that the product

(Camel Milk) is new in Australia and needs to have a solid marketing plan for its progression in

coming years.

An assessment of the Camel Milk Victoria’s interior qualities and shortcomings and outer open

opportunities and dangers served as the establishment for this key investigation and showcasing

arrangement. The plan concentrates on the organization's development system, recommending

courses in which it can expand on new client connections, and on the improvement of new products

and/or administrations focused to particular client specialties. Since Camel Milk Victoria advertises

its products consumed essentially as a special products by its customers, it at present is viewed as a

business-to-customer (B2C) advertiser.

Although CMV is almost two year old in the market with 20 milking camels on their 43 hectares farm

in Kyabram, the firm has experienced greater than expected demand for its various products, and

research reflects that more health conscious minded people are interested in the consumption of

camel milk because of its health benefits. A promotional budget plan is also provided to help

understand the advertisement/promotions expense.

In this marketing plan we have covered the industry analysis, target market of the product, pricing,

product, promotion, and distribution strategies for the product. We have given the details about the

strategy implementation and details of promotion budget.

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Contents

Executive Summary ............................................... 0

Background ........................................................... 2

Product Review ..................................................... 2

Situation Analysis .................................................. 3

Marketing Strategy ............................................... 4

Financial Projections ............................................. 9

Implementation Control ..................................... 10

Conclusion ........................................................... 11

References .......................................................... 12

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Background The company was formed in early 2015 in Kyabram, Victoria by Chris and Megan Williams. From a

one-cart dairy delivering to only a few streets, Camel Milk Victoria (CMV) grew to become the best

known camel milk brand in Victoria. CMV is a dynamic organization with an entrepreneurial spirit.

With a strong vision for the future, solid duty to manageable business rehearses and sound way to

deal with developing the business, CMV are ready to keep on delivering consistent, reliable

development.

CMV has wide variety of products ranging from Camel Milk, Soap, Detergent, Meat and Camel itself

for farming, out of the most their main product is Camel Milk.

Product Review Camel Milk

Camel milk has been the essential kind of milk devoured by numerous cultures for eras. In spite of

the fact that it is not in so high supply as dairy animal’s milk, it has various clear points of interest

over that more basic structure, including all the more capable supplements and better substance

mixes. Camel milk is an all the more ecologically well-disposed (eco-friendly) method for acquiring

milk.

CMV pasteurises Camel Milk, by doing as such it smother all pathogens that might be found in the

milk. Camel milk has an abundance of supplements, including insulin, which is a crucial segment of

human wellbeing subsequently it is a treatment for diabetes. The high iron substance found in camel

milk makes it perfect for averting anaemia. The high centralization of interesting natural mixes has

been known not especially intense consequences for the neurological framework, and can even keep

certain immune system issue and subsequently giving a mental imbalance treatment. Camel milk has

been associated with lessening hypersensitive responses in the individuals who frequently devour it.

With such a sound and extensive arrangement of unsaturated fats, camel milk can incredibly

enhance the equalization of cholesterol in the body. It is the most advantageous alternative out

there, from early stages to maturity. Be that as it may, it is to a great degree costly to harvest camel

milk, around 25 times more costly than dairy animal’s milk, which makes it impressively more costly.

Soap

On the other hand Soap has numerous advantages as it has no content of sulphates, parabens,

artificial colours or fragrances and no petrochemicals because it is sourced sustainably.

Detergent

Detergent/Laundry power has its own benefits as it is gentle on clothes but very effective on stains

and also perfect for sensitive skins.

Camel Meat

Camel meat is best between all other meat in its legitimacy for the individuals who need to eat less

or diet eating regimen and it is minimum harmful to the heart because of the low rate of fat in it

contrasted with other red meat.

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Channel and logistics Review

Camel Milk Victoria items will be conveyed through a system of retailers. They are as follows

1. Independent grocery shop retailers, for example, ezymart and IGA

2. Supermarket superstores: Vast markets suppliers, for example, Coles and Woolworths will

convey CMV items in stores, in indexes and on the web.

3. Online retailers: Online e business networks store of CMV items will offer it on a limited

promotional price.

At first, the distribution system will concentrate on Victoria State (Metropolitan area) and as

demand builds, the dispersion will venture into regional and new geographic markets with proper

logistical support.

Situation Analysis Introducing camel milk in the Australia it is some sort of new and creative consumable product

which will help in creating and catching the eye of the general population. The area of the business

ought to be at the spot where it is simple for the purchaser, supplier and to the organization. The

procedure and methods would be of best quality as in this day and age there is centre given on

quality rather than amount. The showcasing mastery ought to be expert in their particular field as

the organization is entering in the new market which will posture various circumstances and issues

before the organization. The following is a SWOT analysis for CMV.

SWOT Analysis

Strengths Innovative new product in Victoria: An innovative new product in Victoria as till now camel milk is not a regular day to day product sold in stores. Have multiple benefits for the consumers: camel milk has numerous health benefits. Good quality management: CMV uses the latest technology to pasteurise milk and to process other products, thus providing excellent quality management.

Weakness Lack of Brand Awareness. Expensive costing/pricing. Lack of proper marketing, promotion and distribution strategy. Limited production of products. Short Shelf life for Camel milk. Cost of Operations: Cost of operation is high Availability is limited to few stores.

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Opportunities Increased demand of cow milk substitute: Consumers who are allergic to cow/goat milk would pick up interest camel milk is much more beneficial than cow/goat milk. Market competition is less: Market competition is less as Camel Milk Victoria is the sole provider for camel milk and related products in Victoria. Export: CMV can send out its item to different states and possibly middle east countries in this manner expanding its turnover and edges exponentially.

Threats Downward pressure on pricing: Camel milk is very expensive when compared with cow milk, thus increasing the downward pressure on product costing. New market grounds: The primary risk is the passage of new participants in the home business sector which can raise them with some diverse and alluring technique in the business sector and handle their clients. More firms might get interested in the camel milk business, hence might increase competition.

Marketing Strategy Vision: Camel Milk Victoria has an aim to give increasingly fulfilment and satisfaction to its

distributors, wholesalers and customers.

Mission: “Switch to the healthier, more nutritious alternative. Camel Milk!”

Tagline: “Camel milk may be new to Australia, but it is the oldest milk used globally!”

Target Market and Customer Analysis

The target strategy is recommended to be selective/differentiation marketing where CMV would

have the opportunity to provide a differentiation on its product likes shelf life, features, health

benefits, etc.

The targeted Consumer class is middle or lower class majorly. The high end customers are more

likely to go for organic products over here. Targeted customers age group would be 8-40 where the

main target would be children, health conscious person, mothers, etc.

Diversity of Preferences

Consumer awareness for the health factor is on the rise due to media exposure and education within

certain segments. With shifts in priorities for hygienic consumption and family health concerns

increasing, packaged brands of milk are increasing for various consumption usages of milk.

Industry Structure

Competitive intensity is not as high and entry barriers are quite high. With the process being a highly

complex and delicate matter [any impediment or disruption in the process can cause the entire

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batch processing to restart all over] which can cause tremendous financial crunch to medium sized

organization.

Competitive Advantage

In the packaged milk category, the competitive advantage that can be obtained is through effective

distribution and consistent marketing communications.

Market Orientation

Consumer Focus

CMV is focused on strict quality measures in every one of its operations - from the accumulation of

milk to the arrangement of hygienically handled products (Soap, Detergent, etc.) to its clients. The

organization takes after the logic of "enchanting the customers" by giving them quality items at the

right cost on their entryway step.

 The organization regards them as accomplices.

 Keep channel of correspondence open with them since they are the only solid source that

can give them best feedback about the product.

Marketing Mix

Product

• Excellent quality and accommodation product

• Packaging

• Packaging or container/bottle is reusable

Cost

• Cost is a bit higher according to market standards.

• Using Product Development Strategy

Promotions

• To create brand awareness

• T.V commercials and newspaper ads

Locations

• Offering incentives/commissions to retailers

Here Product Development Strategy is used as it is necessary for a change in business operations of

Camel Milk Victoria, including an innovative work (R&D) capacity that is expected to acquaint new

items with current customer base. This is something that should be possible as customer surveys

and consumer groups. Notwithstanding, consumer needs can likewise be gotten to be clear to

individuals who are in consumer confronting parts, as they frequently are the first to catch wind of

issues or worries with the services or product. While dealing with a group in a consumer confronting

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part, CMV will have the chance to accumulate information that may at first seem negative however

which can offer the association the chance to address consumers' issues more efficiently.

Understanding what consumer genuine needs are and how these can be translated in item

improvement is crucial to achievement when utilizing this system.

BCG Growth Share Matrix

Camel Milk is a Question mark as it market growth rate is very high but market share rate is low.

When we plot the BCG matrix, Camel Milk Victoria has certain product which is star while others are

Cash Cow, Dog and Question (?).Camel Milk is a Question mark as it market growth rate is very high

but market share rate is low in developing business sector. Detergent has got a low market share

and low market growth and it’s in DOG. Soap on the other hand is vastly used but since it has got

high market share it is placed in Cash Cow. Meat is a Star product as it is most commonly consumed

in Australia and it has got high market share and high market growth.

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Product

Relative Market Shares

Market Growth Rates

Meat

1.5

35%

Camel Milk Detergent

1.8 0.5

25% 7%

Soap

0.7

14%

Meat

Camel Milk

Soap

Detergent

0

0.5

1

1.5

2

2.5

012345

Relative Market Shares

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Product Life Cycle

Every product goes through product life cycle stage. The same would be the case for Milk sold by

Camel Milk Victoria. As shown in the figure Milk would be the primary product that CMV would be

focussing on. Milk needs to be maintained in stage #3 (Maturity Stage) of the PLC.Amid the maturity

stage, the milk is set up and the go for CMV and now be very crucial to maintain the market share

that would built up. This would be the most competitive time for CMV and by the time Milk reaches

maturity stage there might me more competition in Australia for camel milk. It would require an

intellectual approach in the marketing strategies that CMV would be investing in.

Pricing Strategy: Value-based pricing strategy would be used as per current marketing plan to lower

down the costs of the Camel Milk. The new cost would be $15/Litre (Original Cost was $21/Litre).

Here the value of customer is many times the production cost of camel milk. Coles and Woolworths

sell cow milk for $1/ litre and to target their consumer would be nearly impossible with $21/litre

price. As this is not a fixed price, it would be changed in future as the product advances through

different of PLC.

Distribution:

CMV will be distributing its products to retail stores like ezymart and IGA. Camel Milk Victoria will

also be distributing its products to big supermarkets like Coles and Woolworths. CMV would also be

distributing its products online through its e-retail web store.

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Financial Projections Planning out and chipping away Camel Milk Victoria’s financial projections every year(for 5 years)

could be a standout amongst the most vital things CMV could accomplish for business. Regular

planning likewise helps CMV manage changes, both inside and outside the organization by always

re-examining their qualities, markets and competition. The long-extend projection fuses the vital

objectives of the CMV. For new businesses like Camel Milk Victoria, the underlying marketable

strategy ought to incorporate a yearly by year projections going out at least 5 years. A vital arranging

procedure ought to go with improvement of the "out year" projections.

Media and Budget

The following 3 media streams are chosen for Camel Milk Victoria promotions.

Newspapers: Two newspapers different newspapers should be chosen with at least ½ page of ad

which cumulates to a total of 24 ads in a year (per newspaper)

T.V Commercials: A second short commercial should be prompted two times on at least two

channels in the popular hour to create brand awareness.

In-Store Flyers: In-Store flyers should be distributed highlighting product specifications and their

benefits. These flyers can be proven very efficient when it comes to in store shopping from middle

class consumers.

The following the 5 years Promotional Budget Plan for Camel Milk Victoria

Promotional Budget Year 1 Objectives:

Year 2 Objectives:

Year 3 Objectives:

Year 4 Objectives:

Year 5 Objectives:

Newspapers

 THE AGE(½ Page ads)

 THE AUSTRALIAN(½ Page ads)

$652,800 (24 ads) $652,800 (24 ads)

$652,800 (24 ads) $652,800 (24 ads)

$652,800 (24 ads) $652,800 (24 ads)

$652,800 (24 ads) $652,800 (24 ads)

$652,800 (24 ads) $652,800 (24 ads)

T.V Commercials (30 Seconds Ads)

 Channel 7

 Channel 9

$75,600 (2 times:8pm- 9pm) $80,000 (2 times:8pm- 9pm)

$75,600 (2 times:8pm- 9pm) $80,000 (2 times:8pm- 9pm)

$75,600 (2 times:8pm- 9pm) $80,000 (2 times:8pm- 9pm)

$75,600 (2 times:8pm- 9pm) $80,000 (2 times:8pm- 9pm)

$75,600 (2 times:8pm- 9pm) $80,000 (2 times:8pm- 9pm)

In store Flyers (20,000 Flyers-10,000 Flyers) A4 Size

$1875.49 Quantity:20,000 A4 Flyers

$1875.49 Quantity:20,000 A4 Flyers

$940.99 Quantity:10,000 A4 Flyers

$940.99 Quantity:10,000 A4 Flyers

$940.99 Quantity:10,000 A4 Flyers

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SUBTOTAL $1463075.49 $1463075.49 $1462140.99 $1462140.99 $1462140.99

 Newspapers: For newspapers its $27,200 for The Age (single ½ page ad) and for its $27,200

for The Australian (single ½ page ad).

 T.V commercials: For T.V commercials its $75,600 for Channel 7 (30 Seconds ad: played 2times @8pm and 9pm) and for its $80,000 for Channel 9 (30 Seconds ad: played 2times @8pm and 9pm).

 In Store Flyers: its $1875.49 for 20,000 flyers (A4 Size) and $904.99 for 10,000 flyers (A4

size).

Grand Total Promotional Budget for 5 years $7312573.95

Implementation Control A broadly utilized sort of strategic control that includes recognizing intermediate objectives and

milestones for vital tasks and afterward observing to distinguish issues and setbacks.

1 3

0 5

6 0

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1 3

0 5

6 0

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1 3

0 5

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0

1 3

0 5

6 0

0

1 3

0 5

6 0

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1 5

5 6

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1 5

5 6

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5 6

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Y E A R 1 Y E A R 2 Y E A R 3 Y E A R 4 Y E A R 5

P RO M OT I O N A L B U D G E T P L A N 5 Y EA RS Newspaper ads T.V Commercials Flyers

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Implementation Control is a kind of input control. "Implementation control is intended to evaluate

whether the general methodology ought to be changed in light of unfurling occasions and results

connected with incremental strides and activities that actualize the general technique. Strategic

implementation control does not supplant operational control. Not at all like operations control, has

vital implementation control ceaselessly addressed the essential bearing of the system.

 Monitoring vital thrusts (new or key vital projects). Two methodologies are valuable in

authorizing implementation control concentrated on checking vital pushes: (1) one route is

to concur right on time in the arranging procedure on which pushes are basic variables in the

achievement of the system or of that push; (2) the second approach is to utilize stop/go

evaluations connected to a progression of important edges (time, costs, innovative work,

achievement, and so on.) connected with specific pushes.

 Milestone Reviews. Milestones are critical focuses in the advancement of CMV, for example,

focuses where huge duties of assets must be made. A development survey more often than

not includes a full-scale reassessment of the technique and the fitness of proceeding or

refocusing the heading of the organization. Keeping in mind the end goal to control the

present procedure must be given in vital arrangements.

Conclusion A detailed analysis of national (within Australia) opportunities from Camel Milk Victoria and its

product line has been discussed. The analysis illustrates that opportunities exits of CMV to compete

on a state and national level and the current market provide it the better competitive advantage.

Camel Milk Victoria is new in market and so as its product what is products so hence there is limited

or null competition from any same line manufacturer. Since the company is new and so does it lacks

brand awareness so it is very crucial to create an image of company in customers mind. The price of

its products is very high and so value based pricing strategy was recommended so that company

should make the most profit while creating a positive public image. It has also been taken in account

that milk products have limited shelf life and will deteriorate after some time so efficient logistics

and distribution channels are recommended. Camel Milk Victoria has opportunity of export as the

demand for camel milk is very high in Middle Eastern countries. The promotional budget plan

described on the activities that CMV has to spend its advertising resources on. The budget plan is

made keeping in mind that this is a new market ground market for CMV and it should get maximum

public enclosure.

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