Marketing Plan For Yogurt

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Words: 2554
Pages: 11
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Marketing Plan
1. Introduction.
1.1. Business Mission Statement
Beginning in making yogurt in 1942, from the first day, Dannon Company has tried our best to perfect our craft to bring you the best yogurt that does not only taste great but also enriches your well-being.(Dannon, 2014). Now, in our new product line, we want to introduce to the market and to our dearest customers a new kind of yogurt, Joy. Joy is not the same as other kind of yogurt. It is honey yogurt; however, along with that we have two more options for customers which will be honey with lemon flavor and honey with ginger yogurt. Honey with lemon will be a perfect combination when people have a cold, and honey with ginger yogurt will help soothing when people has a stomachache.
One scoop happy, "Joy" will provide a pleasing , enjoyable, and memorable experience in every scoop that you make.
1.2 Background
For almost 75 years from 1942, Dannon has been exceeding consumer expectations through its commitment to deliver high-quality, wholesome, nutritious and innovative products in the dairy category. (Dannon, 2014). Consisting of passionate and energized people, Dannon mission is bringing a value to their customers' lives through their yogurt. Having approximately 200 types, styles and flavors of fresh and frozen dairy products to satisfy the needs and desires of customers, Dannon has never stopped trying and developing new type of product.
This idea came to our mind one day when one of our colleagues had a flu. He had a sore throat, so he decided to do some research about to treat it with home remedies in the Internet. The result was that honey and ginger would be a great help when it comes to flu and common cold. The next day he came and shared the idea that why we didn't combine those ingredient in a yogurt, like a yummy cold remedy. Base on a research, statistic has shown that about 5% to 20% of U.S. residents get the flu each year (Seasonal Flu, 2014), if we decide to combine honey and ginger in our yogurt, with the natural ingredients include health benefits, can be a helpful choice for people when they get sick. It can also be a good choice for your mind and body even when you are not sick.
1.3 Goal & Objective
1. Currently producing approximately 200 types of flavors, styles and sizes of cultured refrigerated and dairy frozen products(Darryl), Dannon has a wide choice for customers who love yogurt. Since this is a new product from the company, we expect it to be sold out about 70% in the first quarter of 2014 in order to compare to other product.
2. Increase the amount of product along with the amount of yogurt being consumed by 10% in the next quarter of 2014. (which is going to be around 2.5% monthly)
3. Increase the marketshare by 2% within 2014 to get back to the top lead from Yoplait.
2.0 Situation Analysis
2.1 SWOT
Strength
Dannon Company is in the market place for a long time. They have a place to stand and have their reputation built up in the market place.
People are familiar with the product from Dannon Company and are likely to trust the brand which they used to purchase.
Using natural ingredients which provide health benefits.
Weakness
Dannon's market share is lower compare to its competitive which is Yoplait. (Yoplait market share is 26.5% while Dannon is at 25.5%). Used to be accused for false and exaggerated health claim in 2012 (Activia - lack of sufficient medical evidence).
Opportunity
The yogurt industry is growing stably allowing the company to expand their product (average 3.0% annually in the five years to 2013)
People love healthy product; therefore, we can take that as our opportunity to promote our yogurt; however, it must be well prepared.
Threat
Since the yogurt industry is growing, it will lead to more competitive companies. Other companies will try more strategy to capture consumer's attention and pocket.
Many private label yogurt manufactures appear in the market place whose product are "cash-strapped
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