Marketing Plan Example PDF

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BSB 126 MARKETING PLAN

I.

SITUATION ANALYSIS

Rosella is an Australia brand of tomato soup, tomato sauces, pickled vegetables, and condiments and Rosella has been provide Australia quality, purity and taste its products with an inflexibly attitude to use only the best ingredients. This company was founded in Australia in 1895’s as the Rosella Preserving & Manufacturing Co. but in 1980 ‘s Rosella went into declined because the owners at the time did not follow the original vision of the founders. In 2013 the Australian family owned company called “Sabrands” purchased Rosella and has restoring the original vision of the Rosella Brand and focusing on Rosella’s significant ingredients using Australian grown produce, which is well known as one of the best home grown vegetables in Australia and know to be some of the best in the world and also supporting Australian citizens to have jobs and supporting Australian business industries. As we know that Rosella is owned by Australian family which mean all productions are manufactured in Australia. The well known products from Rosella is Tomato sauces and soups are made using quality Australian grown and proud to represent that all of our products are using Australian grown ingredients, Australian made and Australian owned as nothing tasted as good as home grown. A SWOT analysis is an incredibly simple, yet powerful tool to help you develop your business strategy, whether you’re building a start-up or guiding an existing company. A SWOT analysis of the industry in order of priority are Safe food, toxicology and food standards, Industry, promotion, Marketing images and Food technology which I will discuss in the appendices later on. CDSTEP marketing model is a marketing tool that shows various components of marketing including immediate environment such as customers, company, competitors and outside environment which these days customers will be more focusing on the price of products more than actually look at the differences of ingredients or what is more worth.

II. MARKETING GOAL To develop Rosella the marketing development is to make Rosella become more researchable and recognize as customers are starting to demand to know where the products is grown and where it came from. The marketing develop plan in this sector will reflected to the changes major Australian food producers are making and Aussie favourite Rosella will leading the change. Marketing goal is to make Rosella become recognize as No.1 of the best- selling sauces and vegetables pickled in Australia and become one of the top sell of all sauces brands in the world.

III. MARKETING STRATEGY Marketing strategies is ideally have longer lifespans than individual marketing plans because marketing strategy contain value propositions and other key elements of a company’s brand, which generally hold consistent over the long haul. In other words, marketing strategies cover big-picture messaging, while marketing plans delineate the logistical details of specific campaigns. In 2021 Rosella will become recognize as No.1 Australian best sauces company in Australia. The plans is We will be promote through social media such as Facebook ,Instagram, Twitter by making online thread or creating hashtags for people to say their opinions and advertised through Television channels that Targeting people in all ages. Design new packaging looks to make it more attractive. By doing that the values in the Realtime market shares will be increase and the key challenge of competing with large multinational companies that have larger financing capabilities with their parent companies in the US, Rosella will attempt to keep up with the current hyper competitive retail environment also We are certain that the demand for tomato sauces and pickled vegetable are not going to plummet any time soon, so we plan to also continue to explore all available market around the cities where we will open our retail outlet.

Target customers Customers research report shown that nine out of ten Australian people are more likely to purchase locally made products to help to support local famers. So it will be a good chance for restaurants and food brand to use more of local brands ingredients this is what customers expecting to see (support local famers) and make customers feels at home weather they are at the restaurant or at home also our products such as tomato sauce are popular amount people of all ages especially tomato sauces because young kids love having them and teenagers love them and adults love them.

IV. MARKETING TACTICS PRODUCT Rosella has a wide range of food products including tomato sauce, fries dippers capers & dill, fries dippers basils, chutney & relishes, tomato soup and different kind of vegetables pickled or even the organics tomato sauces. By making Rosella products right here in Australia, we are creating jobs in our factories. It is hard-working Australians who are mixing the Rosella sauces and canning the Rosella soups in factories across the country. Rosella sauces are bottled in Victoria and our soups are canned in South Australia. Rosella has an online store for people who do not have time to do their groceries in the physical store, on the Rosella online store website has all the same products as in the local supermarket stores and all the ingredients have been explained on the website as well as in local supermarkets to delivery express to your front doors.

PRICE As comparison to the competitors Rosella provides products with lower prices and comes with monthly products on special to gain more of royalty customers. Rosella can provide lower prices as the manufacture and the cost of transportation are lower as rosella minimising the cost.

Cost Rosella has started to produce food products that depending on the season to cut cost of the vegetables that not grow in the season and the famers can overprices their products to sell to the rosella factory for example produce more of products that made of onion in winter season for stocking as onions will be average price in winter because onions is fully grow in winter season.

PLACE (DISTRIBUTION) Rosella making products in Australia, so we get all of our products from our outlet that located in Victoria and South Australia then we place our products on sale to local supermarkets and online store.

PROMOTION To obtain the objectives that have been set, Rosella need to increase the brand awareness to people in society. So firstly We will promote through social media such as Facebook ,Instagram, Twitter by making online thread and creating hashtags for people to say their opinions and we will use that to improve our brand and products and advertise through Television channels that Targeting people in all ages. Design new packaging looks to make it more attractive and we will make some of our products on special deal every monthly for example buy 2 tomato sauce get one onion pickled for free.

Objective

Task

Cost

Increase the brand

Promote through social

Facebook

awareness to people in

media such as

Advertising on Facebook spends around $1,000–

society

Facebook ,Instagram,

$2,000 per month

Twitter.

Twitter

Advertise through

The average cost for a Promoted tweet is

Television channels

around $1.35 per engagement. 2500 engagement total $3,375 The daily minimum budget for ads on Instagram Is around $40 minimum for small event. $3 per click. 1500 clicks total $4,500 Television A 30-second spot broadcast nationally averages around $115,000 in 2019. Roughly cost will be : $124,875

Increase products sell

Advertising on social

Facebook:

percent by put

media platforms

This depends on the limit of how much we set

products on special

Facebook

for a day to spend on

deal every monthly.

Instagram

$100 per day, one week products on special deal Total: $700

Instagram: $3 per click, 2,000 click times Total: $6,000 Total

Roughly cost : $6,700-$8,000

References

How Much Does it Cost to Advertise on Instagram? (2019, 03 1). Retrieved from Influencer Marketing Hub: https://influencermarketinghub.com/how-muchdoes-it-cost-to-advertise-on-instagram/ Marketing Chapter 2: Analyzing the Marketing Environment. (2011, 07 2). Retrieved from FlashcardMachine: https://www.flashcardmachine.com/marketingchapter-2analyzingthemarketingenvironment.html McLeod, B. (2017, 03 9). How much does it cost to advertise on Facebook? Retrieved from Bluecorona: https://www.bluecorona.com/blog/how-much-facebookadvertising-costs Our Story. (2017). Retrieved from Rosella : http://rosella.com.au/ Rudder, A. (2019, 05 20). Local & National TV Advertising Costs & How to Advertise 2019. Retrieved from Fit small Business: https://fitsmallbusiness.com/tvadvertising/ Strength, Weakness, Opportunity, and Threat (SWOT) Analysis. (2019, 10 9). Retrieved from Investopedia : https://www.investopedia.com/terms/s/swot.asp Thrivehive. (2017, 02 21). How Much Does it Cost to Advertise on Twitter? Retrieved from ThriveHive: https://thrivehive.com/how-much-does-it-cost-to-advertiseon-twitter/

VI. APPENDICES SWOT Analysis Strengths

•

Has wide range of products such as tomato sauce, fries dippers capers & dill, fries dippers basils, chutney & relishes, tomato soup and different kind of vegetables pickled

Weaknesses

•

Place on sale in all local supermarkets in Australia

•

Products using same ingredients as other brands that they comes with lower price

• •

Worldwide acknowledge of the brand Pricing affect the quality of the products as they are affordable price

Opportunities

Threats

•

Well known as one of the best home grown ingredients.

•

Using materials that can be recycled

•

Using all vegetables from Australian farmers

•

Has more than 3 competitors for example, Heinz, Fountain, Masterfoods, Maggi and other

CDSTEP Analysis Culture

•

Should be able to adapt a different recipes from different country using as inspiration to create new product

Demographic

Social

Technology

Economic

•

Clearly the target customer segmentation

•

Define customers by age

•

Focusing on low price

•

Focusing on what product is more popular

•

Increasing in online channels

•

Mobile marketing

•

Social media platforms marketing

•

Changes in economic scale

•

Changes in exchange rate

•

Changes a value in market shared...