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marketing plan

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Slide 1

MARKETING PLAN

Presented By E-COMMERCE

KIMBALL

1E-COMMERCE MEMBERS~ CHIN CHEE HUA (Group Leader) ~ 23300 KONG EE CHIAT ~ 23776 RAJIS ~ GOH LIP CHENG ~ 23545 WONG SHOUK PING ~ JONG KANG WEE ~ 23684 EVANI ~ NOR ~ SITI ~ TANIAH ~

2

KIMBALL3Mission Win in marketplace and workplaceExtraordinary food company

Internal Environment4ObjectiveAvailable in existing marketBoost sales by 20% in 3 years timeCreate awareness

Internal Environment5Existing customer

Resold to CustomersFood chainsDiscountersMerchandisersClub storesConvenience storesDrug stores and other retailCommercialNon-commercialInternal Environment6External EnvironmentCompetitionExperiences worldwide competition

Principals Area of CompetitionBrand recognitionQualityPriceAdvertisingPromotionServiceConvenience

7External EnvironmentSeasonalityDemand is seasonalHighest sales volume soup and sauce product

8External EnvironmentRegulationManufacture and marketing is highly regulatedRegulation by various government agenciesRegulated by agencies outside and voluntary organizationAll products are HalalLabelling must include ingredient and nutrition information

9External EnvironmentSocial Cultural EnvironmentSauces are favourable among Malaysians

10SWOT AnalysisStrenghtProducing high quality, great tasting saucesStrict production guidelinesInternational standards(ISO 9000)Cheaper than other brands

11SWOT AnalysisWeaknessesLack of advertisementsSlow growth and low market shareMany product lineFacing a decline stage

12SWOT AnalysisOpportunitiespeople likes to eat food with sauce

13SWOT AnalysisTreatsIncrease of crude oil price, rising production costFinancial resources competitors invest more in promotion and advertisingEconomic downturn or inflation

14MARKETING OBJECTIVESIncrease Market Share up to 20%

Create awareness toward Kimball

15Kimball Current Market Share16Marketing StrategiesSelect Target Market @ PositioningProduct StrategiesPricing StrategiesPromotional StrategiesSupply Chain Strategies17Select Target Markets @ PositioningTarget Market : ~ Demographics ~ Media habit ~ Organizational marketsPositioning The Product : ~ Offer variety and quality of sauce ~ Developed its 4P :

18Product Strategies

Existing Product ( Chili )

Bottle ( 340g , 500g , 785g )Cachet (9g)Pouch ( 1kg )Box ( 1.8kg )Can ( 3.3kg )19New Product ( Chili )

Kimball Appearance : Gorgeous @ Dignity. Attract consumer in modern lifestyle.RM1.99 for 325g New Kimball Squeeze. Convenience. Both top @ bottom flat surface, easy put. RM5.69 for 800g

20Pricing Strategies

Existing Products :

MAINTAIN

21New Products:

Kimball RM1.99 ( 325g)

New Kimball squeeze RM5.95 ( 800g )

22Promotion Strategies Advertise and sales promotion to promote Kimball. The method as follow : ~ Television and Radio. ~ Sponsorship. ~ Billboards. ~ Bus advertisements. ~ Contest and voucher coupons. ~ Sampling. ~ Premium. ~ Promotion pack.

23Example of Billboard for Kimball

24Example of Guerilla Marketing (bus ads.)

25Supply Chain Strategies Flow of Kimball sauces:

Producer

Wholesaler /distributorRetailer Consumer

26 continue Kimball sauce supply chain :KIMBALL SAUCE SUPPLY CHAINHypermarket

Supermarket

Grocery store

Cold storage

Fast-food restaurant

27GET READYBEWARE OF IT28

29Conclution Overall,

30 THANK YOU

31Q & A SECTION

32