marketing

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Executive Summary

Provide an overview of a five year marketing plan for Camel Milk Victoria organisation. This plan will focus in

recommendations and implications for the organisation management, the competitive advantage it will generate

for the organisation, exact information regarding investment, and the profit that the marketing strategy generate

to the organisation itself. The plan marketing will also focus only in the Victorian market.

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Table of Contents 1. Camel Milk Victoria Overview ............................................................................................................................ 2

1.1. Background .................................................................................................................................................. 2

1.2. Products ....................................................................................................................................................... 2

1.3. Camel Milk Victoria Vision ........................................................................................................................... 2

1.4. Camel Milk Victoria Mission ........................................................................................................................ 2

1.5. Current Marketing Objectives ..................................................................................................................... 2

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

2.1. Market Summary ......................................................................................................................................... 3

2.1.1. Market Demography ........................................................................................................................... 3

2.1.2. Demand Analysis ................................................................................................................................. 3

2.2. Marketing Environment/SWOT Analysis ..................................................................................................... 4

2.3. Current Competition ................................................................................................................................... 4

2.4. Competitors' Marketing promotional budget ............................................................................................. 4

2.5. Sales Analysis for Similar and Competing Products .................................................................................... 4

2.6. Target Market .............................................................................................................................................. 5

2.7. Market Positioning Analysis ........................................................................................................................ 6

2.8. Product Review ............................................................................................................................................ 7

2.8.1. Camel Milk Victoria – Milk ................................................................................................................... 7

2.8.2. Camel Milk Victoria – Soap .................................................................................................................. 7

2.8.3. Camel Milk Victoria – Laundry Powder ............................................................................................... 8

2.8.4. Camel Milk Victoria – Lip Balm ............................................................................................................ 8

2.8.5. Camel Milk Victoria – Camels .............................................................................................................. 8

3. Marketing Strategy ............................................................................................................................................. 9

3.1. Marketing Mix Summary ............................................................................................................................. 9

3.2. Objectives. ................................................................................................................................................. 10

3.3. Product Strategy ........................................................................................................................................ 10

3.4. Place Strategy ............................................................................................................................................ 11

3.5. Price Strategy............................................................................................................................................. 11

3.6. Promotion Strategy ................................................................................................................................... 12

4. Media and Budget ............................................................................................................................................ 13

5. Conclusion ......................................................................................................................................................... 14

6. References ......................................................................................................................................................... 15

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1. Camel Milk Victoria Overview

1.1. Background

Camel Milk Victoria is the largest milk provider in the state of Victoria in Australia. Chris and Megan Williams, the

owners, started up the business 6 years ago by acquiring 3 camels. After a few time of conditioning and training in

how to milk the animals, they decided implemented a stronger business idea. During the next years, more camels

were acquired resulting in a final total of 10 in the herd. Currently, Camel Milk Victoria has become the stronger

organisation in Victoria’s camel farming market, introducing not only camel milk but also a series of different

products such as camel milk soap, detergent, and lip balm. During the past year, Camel Milk Victoria has also

become a camel supplier by putting their own camels on sale. The organisation is now recognised as one of the

market leaders around Australia.

1.2. Products

Camel Milk Victoria has decided to expand their business by producing the following camel milk products:

 Camel milk.

 Camel milk soap.

 Camel milk laundry powder.

 Camel milk lip balm.

 Camels for sale.

1.3. Camel Milk Victoria Vision

At Camel Milk Victoria, the vision is to be the first choice camel milk company for customers, consumers and other

farmers.

1.4. Camel Milk Victoria Mission

Become the primary company for Victorian population, by offering the best camel milk products and services to

the community as well as a competitive price.

1.5. Current Marketing Objectives

The current marketing objectives of Camel Milk Victoria are:

 Establish market position in Victoria.

 Expand the target market of its products.

 Create awareness of camel milk health benefits.

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2. Situation Analysis

Camel Milk Victoria currently stands as one of the most important Camel Milk companies in Victoria. Even though

it is important to assess the internal and external situational environment of the market in order to develop a

stronger marketing plan. This analysis will allow us to understand better the standing position of the company in

the marketing and have a clearer understanding of what needs to be improve.

2.1. Market Summary

In order to develop a better market summary, the marketing plan presented for Camel Milk Victoria Company will

address to specific topics: the market demography and the demand analysis.

2.1.1. Market Demography

Even though Australia possess a great amount of wild camels, the production of milk is centred in domestic and

trained camels. Each cow camel produces an average of four litres of milk a day. In comparison with the cow milk

industry, camel milk industry has still a lot of future to work on. According to the Australian Camel Industry

Association (2011), a number of camel diaries are currently being developed in Australia for the production of milk

and other dairy products. Thus, it is a new product in the market people is starting to understand the importance

of the product and its benefits for human consumption. The current price in the market for a one litre bottle of

camel milk is of AU$21. Hence, a large amount of products produce with camel milk has been increasing

significantly. All advertising efforts regarding the products are being developed around the benefits of the milk

itself. Camel milk started to be marketed with a price of AU$50 but due to recent development of new farms and

the introduction of new products the price has been notoriously decreasing.

2.1.2. Demand Analysis

Victoria population is approximately of six million people. According to Profile.id (2011) the individual income for

the Victorian population is of AU$1,500. This signifies that most of the Victorian population has or will have the

minimum required amount of money to purchase camel milk. Considering that a 20% of this population are

children and do not have the economic stability to buy milk there will be 4.8 million people in the potential pools.

Further research suggested that another 30% of the Victorian population does not counts with the economical

income to purchase an AU$25 bottle of milk will result in 3.36 million people in the prospect pool. Having in mind

that each person buys 2 bottles of milk during the week that will show us that in average each person buys 104

bottles of milk a year. The resulting total market potential is of 7.3 billion (3,360,000 x 104 x $22) for camel milk.

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2.2. Marketing Environment/SWOT Analysis

In order to analyse the internal and external environment a SWOT Analysis has been conducted to identify the

strengths, weaknesses, opportunities, and threats, Camel Milk Victoria organisation has. The following figure shows

a summary of the analysis.

STRENGTHS

 Health benefits of camel milk.

 Development of new dairy products used in

households.

 100% natural products

 Company leadership in Victoria.

WEAKNESSES

 High price of milk per litre.

 Poor recognition of brand especially in big

cities.

 Capacity of production is low compared to

similar dairy products.

OPPORTUNITIES

 Distribution channels can expand to big

supermarkets.

 Total market potential is enormous.

 Consolidate as the camel milk production

leader in the industry.

 International expansion.

THREATS

 Competitors are increasing not only in

Victoria but also delivering products from

other regions.

 Increase of other types of dairy milk.

 High production costs.

Table 1. Camel Milk Victoria SWOT Analysis

2.3. Current Competition

Although Camel Milk Victoria is probably the stronger and leader company in the market it is important to analyse

the current competition. In the case of Victoria, just one competitor has been identified: Camilk. This company is

located in Rochester, Victoria. The farm is just being settled. Only produces milk for the moment. Does not specify

price of their milk in website. As an objective they have the production of products such as ice cream and chocolate.

They does not specify an exact number of herd but they have an impressive goal of 10,000 female camels by 2020.

Other competition comes from companies that are not located in Victoria but that have the capacity to import

camel milk into the state. Every state in Australia has already its camel farm. To resalt two cases. The first one is

QCamel located in Sunshine Coast, Queensland. It possess a herd of 60 camels, opportunity that gives a bigger

capacity of production per year. They promote delivery to other states service. They only produce camel milk, sale

camels and provide training and special services in camel domestication. The second case is Humpalicious, located

in South Australia. They are still in development stage but still becomes a strong competitor while it is the state

neighbour to Victoria. For the moment just producing camel milk.

2.4. Competitors' Marketing promotional budget

Camilk marketing promotional budget is of one hundred thousand dollars. It includes media ads and positioning

of the product on major Victorian events. Qcamel and Humpalicious both have stronger promotional budget,

Both companies budget for promotion is of five hundred thousand dollars.

2.5. Sales Analysis for Similar and Competing Products

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Company Type of Product Price Production per Year

Camilk Camel Milk 1Lt. AU$26 1,040Lts.

QCamel Camel Milk 1Lt. AU$27,5 4,160Lts.

Humpalicious Camel Milk 1Lt. AU$23,5 4,160Lts.

Devondale Full cream cow milk 1Lt AU$1,50 5,730Lts per cow

Almond Breeze Almond coconut milk 1Lt AU$3,29 N/A

Sanitarium Soy milk 1Lt. AU$1,80 N/A

Lux Soap 6 pack soap AU$3,69 N/A

Palmolive Soap 4 Pack soap AU$3,14 N/A

Omo Laundry Detergent 5Kg Detergent AU$30 N/A

Surf Laundry Detergent 1Kg AU$4,50 N/A

Nivea Lip Balm 4.8g AU$2,80 N/A

Chapstick Lip Balm 4.2g AU$4,82 N/A

Table 2. Sales Analysis for similar and competing products

2.6. Target Market

Camel Milk Victoria consists of consumers and business markets who prefer to use healthier and natural products,

a good source of calcium and magnesium, trained camels and a powerful source of nutrients and chemicals that

have been scientifically proved to help human organism. There are three possible market segments: males and

females between 20 and 60 years old, occasion group, and health occasion group. According to the Australian

Bureau of Statistics (2016) the ordinary time cash earnings have been increasing in the last years and tends to keep

on doing it significantly. This opens a great opportunity for Camel Milk to obtain customers. Occasion groups The

Values such as hand-made, healthy and made with Australian camels would be competitive advantage for the

company.

Tables 3, 4, and 5 clarifies the demographic, psychographic, and behavioural variables Camel Milk Victoria products

have to satisfy the needs of the segmented target market. Buyers can choose among the five products the company

has: milk, soap, laundry powder, lip balm and camels. Camel Victoria produces fresh milk with no additives and

reach in minerals that are scientifically proven to help human immune system. Camel Milk Victoria soap is hand

made with specific ingredients used for most sensitive skin. Recent studies confirm that camel milk can be used to

treat diabetes, stimulate circulation, and treat autism.

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Variable Specification

Age 20 – 60

Gender Male and Female

Income AU$100,000 and above

Education Graduate and above.

Table 3. Demographic Variable.

Variable Specification

Socio-economic status Upper middle, higher and wealthy class

Values, attitudes and lifestyle groupings Health conscious

Table 4. Psychographic Variable.

Variable Specification

Purchase Occasion Special occasions (dinners, parties, etc.)

Health Occasion Diabetes, Autism, immune system, growth and

development, etc.

Attitude towards products Enthusiastic

Table 5. Behavioural Variable.

2.7. Market Positioning Analysis

In order to analyse the market positioning of Camel Milk Victoria it is important to have in mind the quality,

production and pricing variables. Camel Milk Victoria will adopt a differentiation positioning strategy, while

consumers identify the products as high-quality items and understand that price could increase because of this.

Figure 1 illustrates the position of only one product: camel milk. However, the rest of the products are consider to

have the same trend as milk. It is important to evidence that the only product made with camel milk that has real

competition is milk, while the other companies do not produce any of the products that Camel Milk Victoria offers.

By producing high-quality products, distributing by excellent channels, advertising in high-perceived media and

selling the product with a high price compare to other competitors’, Camel Milk Victoria is positioned as high quality

products compare to other bands in milk industry.

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Figure 1. Market positioning Analysis for Camel Milk.

2.8. Product Review

Camel Milk Victoria products offer the following benefits to their customers.

2.8.1. Camel Milk Victoria – Milk

 Camel milk contains 30% less fat than cow’s milk.

 Camel milk contains 40% less lactose than cow’s milk.

 Camel milk good is the perfect source of calcium and magnesium.

 It does not contains any additives.

 Prevents diabetes.

 Boosts immune system.

 Stimulates proper growth and development of bones.

 Prevents anemia.

 Powerful effects in neurological system.

2.8.2. Camel Milk Victoria – Soap

 100% hand made.

 Special ingredients for most sensitive skin.

 Extremely moisturising.

 No irritations.

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2.8.3. Camel Milk Victoria – Laundry Powder

 Gentle with clothes.

 Hard with stains.

 Natural ingredients.

 Environment friendly.

2.8.4. Camel Milk Victoria – Lip Balm

 100% hand made.

 Selected natural oils.

 Natural scents.

2.8.5. Camel Milk Victoria – Camels

 Male and female camels.

 Fully trained.

 Assistance in farming and grazing.

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3. Marketing Strategy

3.1. Marketing Mix Summary

Table 6. Marketing Mix Summary

Year 1 Year 2 Year 3 Year 4 Year 5

Increas e the producti on of mi l k and products i n 20%

wi thi n a year.

Rai s e awarenes s of products by 20%

wi thi n twel ve months .

Increas e number of s al es by 70% wi thi n

twel ve months

Rai s e market s hare by 20% wi thi n twel ve

months .

Increas e the number of cus tomers by 30%

wi thi n twel ve months .

Product

Milk

Soap

Detergent

Camels itslef

Lip Balm

Demand s urvey to anal ys e cons umer behavi our i n

Aus tral i a and demand.

Acqui re more femal e camel s for producti on of mi l k.

Increas e mi l k producti on.

Res earch demand as s es s ment product s tandards .

Anal ys e product des i gn.

Impl ement brandi ng opti ons to i mprove

feel and l ook of products .

Increas e the herd by 50 camel s more.

Res earch of cons umer behavi our.

Conti nue to pos i ti on the products i n

market.

Expand product l i ne.

Res earch of new markets .

Cons i derati on of new market s egments .

Expand product l i ne.

Place

Community retail

stores

Limited numbers

Online sales

Stre nghthe n pre s e nce i n communi ty re a ti l s tore s by

i ncre a s i ng numbe r of s tore s .

Re s e a rch of curre nt re ta i l e rs .

Conti nue wi th l ocal communi ty retai l

s tores .

Offer products i n major s upermarkets

s tores .

Mai ntai n pres ence of product i n major

s upermarkets i n Vi ctori a.

Expand product throughout al l major

s upermarktes i n Aus tral i a.

Price $20-$25 per liter

Pri ce do not change becaus e we have i nves t money to

i ncreas e producti on and no res earch on pri ces has

been done. The pri ce wi l l be adjus ted l ater i n the

s trategy awai ti ng res ul ts i n res earch.

Res earch on pri ces .

Sal es promoti ons and di s counts . Decreas e s al e pri ce i n at 50%.

Mai ntai n pri ce and s al es promoti ons and

di s counts . Reduce pri ce i n 10%.

Promotion Less or no

promotion

Soci al medi a/redes i gn webs i te.

Conti nue promoti on of camel mi l k benefi ts .

Promote camel mi l k cons umpti ons i n tv s hows wi th

hi gh rate audi ence i n Aus tral i a.

Introduce the l oyal cus tomer program.

Medi a adverti s i ng i n pri nci pl e tv s hows ,

radi o and news papers i n Vi ctori a.

Promoti on of products i n major events i n

Mel bourne l i ke Formul a 1, Aus tral i an

Open, MotoGP, Mel bourne Cup, AFL.

Medi a adverti s i ng i n pri nci pl e tv s hows ,

radi o and news papers i n Vi ctori a.

Strengthen l oyal ty program.

Adverti s i ng i n pi rnci pl e medi a i n Vi ctori a

Medi a adverti s i ng i n pri nci pl e tv s hows ,

radi o and news papers i n Vi ctori a.

Promoti on of products i n major events i n

Mel bourne l i ke Formul a 1, Aus tral i an

Open, MotoGP, Mel bourne Cup, AFL.

Camel Milk Australia Marketing Plan (at a glance)

Marketing mix elements

Year's Objective

3.2. Objectives.

Figure 2 shows the Boston Consulting Group – BCG matrix. This matrix allow us to set up the marketing plan

objectives while we established the position in the market for each product and their relative market share.

Figure 2. BCG Matrix – Camel Milk Victoria

This marketing plan suggests an aggressive but achievable and measurable objectives for five years:

 First year Objective: Increase the production of milk and products in 20% within a year.

 Second year Objective: Raise awareness of products by 20% within twelve months.

 Third year Objective: Increase number of sales by 70% within twelve months.

 Fourth year Objective: Raise market share by 20% within twelve months.

 Fifth year Objective: Increase the number of customers by 30% within twelve months.

3.3. Product Strategy

The product line strategy is the chosen strategy to use for Camel Milk Victoria five year plan. This strategy will allow

the company to improve their products. It is important to resalt that it is important to acquire new milking camels

in order to produce more milk and therefore, more products. This action will allow the company to start selling of

camels. The product will be improved through taste, nutritional information, and design. Specific product branding

strategies will be implemented to generate a unique identification of the products. Packaging and design will be

improved in order to generate more sales and customers. Table 7 illustrates the product strategies that will be

undertaken during the five years of implementation of the plan.

Milk

Soap

Laundry Powder

Lip Balm

Camels

M a

rk e

t G

ro w

th

Relative Market share

BCG Matrix Camel Milk Victoria

STAR ?

COW DOG

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Table 7. Product Strategies – Marketing Strategy

3.4. Place Strategy

Currently, Camel Milk Victoria is using direct channel for distribution. Depending on the results of the distribution

and channels strategy this will change by the end of the five years to a selective distribution intensity. In year three

the plan wants to expand to supermarkets in Victoria. This situation will change drastically the distribution channels

for Camel Milk Victoria products. By the end of the plan the idea is to expand market and penetrate other Australian

states with Camel Milk Victoria products. In that case intermediaries will be needed to control the distribution of

products around Australia. Table 8 shows the place strategies during the five year marketing plan.

Table 8. Place Strategy – Marketing Strategy

3.5. Price Strategy

Being accepted by the consumers and influence the competition will be the pricing objectives of the five year

marketing plan. Price penetration strategy will be used since our closer competitors to the date have higher prices

than Camel Milk Victoria. The other products of the company are basically just competing against traditional

products. Will start maintaining the price by offering 100% natural products and various health benefits. All this

factors will allow Camel Milk Victoria to have a competitive edge. Price will be reduced when more camels are

acquired and research of prices is done during the five year plan. The current price will change during the future

years to increase sales and reinforce the position in market. Other elements to have in mind in the price strategy

is the non-price factor. Our customers are willing to pay more money for our product and that element will give

Camel Milk Victoria the opportunity to gain competitive advantage. Table 9 illustrates the different strategies to be

implemented during the next five years.

Table 9. Price Strategy – Marketing Strategy

Year 1 Year 2 Year 3 Year 4 Year 5

Increase the producti on of mi l k and products i n 20%

wi thi n a year.

Rai se awareness of products by 20%

wi thi n twel ve months.

Increase number of sal es by 70% wi thi n

twel ve months

Rai se market share by 20% wi thi n twel ve

months.

Increase the number of customers by 30%

wi thi n twel ve months.

Product

Milk

Soap

Detergent

Camels itslef

Lip Balm

Demand survey to anal yse consumer behavi our i n

Austral i a and demand.

Acqui re more femal e camel s for producti on of mi l k.

Increase mi l k producti on.

Research demand assessment product standards.

Anal yse product desi gn.

Impl ement brandi ng opti ons to i mprove

feel and l ook of products.

Increase the herd by 50 camel s more.

Research of consumer behavi our.

Conti nue to posi ti on the products i n

market.

Expand product l i ne.

Research of new markets.

Consi derati on of new market segments.

Expand product l i ne.

Year's Objective

Year 1 Year 2 Year 3 Year 4 Year 5

Increase the producti on of mi l k and

products i n 20% wi thi n a year.

Rai se awareness of products by

20% wi thi n twel ve months.

Increase number of sal es by 70%

wi thi n twel ve months

Rai se market share by 20%

wi thi n twel ve months.

Increase the number of

customers by 30% wi thi n

Place

Community retail

stores

Limited numbers

Online sales

Stre nghthe n pre s e nce i n communi ty re a ti l

s tore s by i ncre a s i ng numbe r of s tore s .

Re s e a rch of curre nt re ta i l e rs .

Conti nue wi th l ocal communi ty

retai l stores.

Offer products i n major

supermarkets stores.

Mai ntai n presence of product

i n major supermarkets i n

Vi ctori a.

Expand product throughout al l

major supermarktes i n

Austral i a.

Year's Objective

Year 1 Year 2 Year 3 Year 4 Year 5

Increase the producti on of mi l k

and products i n 20% wi thi n a year.

Rai se awareness of products

by 20% wi thi n twel ve months.

Increase number of

sal es by 70% wi thi n

Rai se market share by 20%

wi thi n twel ve months.

Increase the number of

customers by 30% wi thi n

Price $20-$25 per

liter

Pri ce do not change because we

have i nvest money to i ncrease

producti on and no research on

pri ces has been done. The pri ce

Research on pri ces.

Sal es promoti ons and

di scounts.

Decrease sal e pri ce i n

at 50%.

Mai ntai n pri ce and sal es

promoti ons and di scounts. Reduce pri ce i n 10%.

Year's Objective

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3.6. Promotion Strategy

The promotion strategy for Camel Milk Victoria will be implemented in three different phases. These phases are:

Awareness, Campaigns, and co-branding activities. In the awareness phase, consumers will be provided with the

information regarding the health benefits. In the campaign phase, an aggressive campaign will be implemented to

position the products and increase the number of consumers. At last, co-branding activities will be undertaken to

enhance the promotion of the products and find key and strategic partners to be able to expand into the Australian

market. Table 10 illustrates the advertising and promotion strategies planned.

Table 10. Promotion Strategy – Marketing Strategy

Year 1 Year 2 Year 3 Year 4 Year 5

Increase the producti on of mi l k and

products i n 20% wi thi n a year.

Rai se awareness of products

by 20% wi thi n twel ve months.

Increase number of sal es by

70% wi thi n twel ve months

Rai se market share by

20% wi thi n twel ve

Increase the number of

customers by 30% wi thi n

Promotion Less or no

promotion

Soci al medi a/redesi gn websi te.

Conti nue promoti on of camel mi l k

benefi ts.

Promote camel mi l k consumpti ons i n tv

shows wi th hi gh rate audi ence i n

Austral i a.

Introduce the l oyal customer program.

Medi a adverti si ng i n pri nci pl e

tv shows, radi o and

newspapers i n Vi ctori a.

Promoti on of products i n

major events i n Mel bourne l i ke

Formul a 1, Austral i an Open,

MotoGP, Mel bourne Cup, AFL.

Medi a adverti si ng i n pri nci pl e

tv shows, radi o and

newspapers i n Vi ctori a.

Strengthen l oyal ty

program.

Adverti si ng i n pi rnci pl e

medi a i n Vi ctori a

Medi a adverti si ng i n

pri nci pl e tv shows, radi o

and newspapers i n Vi ctori a.

Promoti on of products i n

major events i n Mel bourne

l i ke Formul a 1, Austral i an

Open, MotoGP, Mel bourne

Cup, AFL.

Cobrandi ng acti vi ti es.

Year's Objective

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4. Media and Budget Table 11 illustrates the budget needed to implement the marketing plan during five years. All advertising and

promotion channels are covered in the strategy. More than 13 million Australian dollars will be spent during the

five years of execution of the plan.

Table 11. Promotional Budget.

Year 1 Year 2 Year 3 Year 4 Year 5

Increas e the

producti on of mi l k

and products i n 20%

wi thi n a year.

Rai s e awarenes s of products

by 20% wi thi n twel ve months .

Increas e number of s al es

by 70% wi thi n twel ve

months

Rai s e market s hare by 20%

wi thi n twel ve months .

Increas e the number of

cus tomers by 30%

wi thi n twel ve months .

The Age (Weekdays) AU$27,200 x 6 weeks AU$27,200 x 10 weeks AU$27,200 x 20 weeks AU$27,200 x 10 weeks AU$27,200 x 6 weeks

The Australian

(Weekdays) AU$14,469 x 6 weeks AU$14,469 x 10 weeks AU$14,469 x 15 weeks AU$14,469 x 6 weeks AU$14,469 x 6 weeks

Herald Sun

(Sundays) AU$23,168 x 10 AU$23,168 x 12 AU$23,168 x 20 AU$23,168 x 12 AU$23,168 x 10

Channel 7

(Primetime Slot) AU$37,800 x 20 AU$37,800 x 25 AU$37,800 x 40 AU$37,800 x 20 AU$37,800 x 20

Channel 9

(Primetime slot) AU$25,000 x 20 AU$25,000 x 20 AU$25,000 x 50 AU$25,000 x 30 AU$25,000 x 20

SBS (Primetime slot) AU$4,680 x 20 AU$4,680 x 25 AU$4,680 x 40 AU$4,680 x 20 AU$4,680 x 20

SMOOTH FM AU$2,000 x 40 AU$2,000 x 40 AU$2,000 x 40 AU$2,000 x 40 AU$2,000 x 40

KISS FM AU$1,500 x 40 AU$1,500 x 40 AU$1,500 x 40 AU$1,500 x 40 AU$1,500 x 40

SBS AU$700 x 40 AU$700 x 40 AU$700 x 40 AU$700 x 40 AU$700 x 40

Facebook AU$2,000 AU$2,000 AU$4,000 AU$2,000 AU$2,000

Twitter AU$1,500 AU$1,500 AU$1,500 AU$1,500 AU$1,500

Community

Manager AU$60,000 AU$60,000 AU$60,000 AU$60,000 AU$60,000

Google AU$2,000 AU$2,000 AU$2,000 AU$2,000 AU$2,000

2,064,794 2,503,706 4,409,095 2,469,930 2,064,794

13,512319Total Budget:

Sub-total

Camel Milk Australia Promotion Budget

Promotion element

Year's Objective

Newspaper Advertising

(1/2 page ads)

TV Advertising (30

seconds ads)

Radio Advertising (20

seconds ads)

Social Media

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5. Conclusion Our current market analysis indicates that there is a significant opportunity for all Camel Milk Victoria products to

develop and profit the organisation. Strong market appeal, desirable resources, competitive price, and a huge

consumer base are some of the opportunities Camel Milk Victoria has to grow. Nonetheless, it is important to

consider there are risks and challenges in the environment that could slow the process. A comprehensive strategy

must be implemented in order to obtain the desired objectives. By adopting this five year marketing plan, Camel

Milk Victoria can test their strategy in Victoria, and then expand strategically to a wider Australian audience.

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6. References

Australian Bureau of Statistics. (2016). Average weekly cash earnings. Retrieved from

http://www.abs.gov.au/ausstats/[email protected]/Latestproducts/6302.0Main%20Features6May%202016?opendocume

nt&tabname=Summary&prodno=6302.0&issue=May%202016&num=&view=

Australian Camel Industry Association. (2016). Home. Retrieved from

http://australiancamelindustry.com.au/cjamel/index.php/about-camels/camel-milk

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