MARKETING PLAN

Marketing Plan of Complan Foods



Marketing Plan of Complan Foods

Introduction

Complan Foods is a UK based company that is renowned for making energy drinks of powdered milk. It was purchased in the year 2011 by Danone and, it is regulated by the H.J. Heinz Company in India. Complan Foods was firstly launched in the year 1954 by Glaxo. As a component of the Farley Health Products of Glaxo's subsidiary, the Complan, a British brand was started selling to Boots in the year 1988. Complan stayed with Glaxo even in India till the year 1994, and then it was later on obtained by Heinz in the year 1994, who also made acquisition of brand of the United Kingdom in that year. Then, later on in the year 2002, a huge number of shares of the Complan Foods were traded to the Saatchinvest of Saatchi Brothers.

Now, in this Marketing Plan, The Complan Foods wants to introduce its existing products into a new market of Middle East, and for that, they will have to gather and collect some useful information by the help of several researches either primary or secondary. They will make market survey and will conduct several interviews with the consumers of that market so that they could have an obvious and absolute idea about the Middle East market, the demands of such consumers, as well as their wants, needs, and preferences. This all information will help them in knowing about the market of the Middle East on current basis and also the prospects of the brand which they want to introduce in that market.

Executive Summary

The company in interested in marketing its powdered milk products into a new market i.e. the Middle East, and for that they have made a feasible market plan with some marketing strategies that could help them in marketing their existing products into a new market. The products that they want to launch in the Middle Eastern countries are comprised of powdered milk energy drinks of several distinctive flavours with different constituents according to the health needs and preferences of different consumers. Since, the raw ingredients are easily accessible in the new market, so that they have made decision to provide an original image to that brand by using such raw ingredients.

The products of Complan Foods are energy drinks that are prepared from powdered milk and for the purpose of effective marketing of such products of them in an international market they have decided for launching those products in three distinctive product lines in the market such as the tetra packs or bottles with 250 ml, 500 ml, and 1 litre quantities.

They also have planned for setting a reasonable and affordable pricing for such product line so that every category of consumers could be able to afford that. For setting the price, they have followed a pricing approach of Target Costing. The prices settled by this approach would be their first hit for gaining a competitive advantage in the ...