The History Of Nikis Dairy Manufacturers Marketing Essay

The History Of Nikis Dairy Manufacturers Marketing Essay

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A research was carried out for a marketing plan on how to bring in the new product Milkilicious which is manufactured by Nikis Dairy Manufacturers. Milkilicious is a milk based health drink which will supply kids with the necessary nutritional needed.

The key distinguishing feature of the milk is that it has all nutrition's required by a kid, and it comes in a reusable bottle, it also gives pleasure and helps kids develop stronger and healthier bones.

Milkilicious will be launched to confine roughly a privileged percentage market share in the class of milk based health drink in the market. The major target market is to achieve the mind of the kids to a more milk based health drink and create understanding of the milk product.

Milkilicious will be creating emphasis on the necessity of milk and the quantity of nutrition it supplies a kid with. This research has shown the necessity of milk in growing kids and its major involvement in bone development.

Niki's Dairy Manufacturers has looked into its raise in market share, as a result of proper marketing Niki's Dairy Manufacturers has also come up with advertisements, such as posters, billboards and other visual ads. The company has also looked into customers' needs and satisfaction hence Milkilicious contains the most Nutritional value needed by one.

Niki's Dairy Manufacturers

Background: Niki's Dairy Manufacturers is the manufacturer of Milkilicious product, and they also manufactures product such as milk, butter, ghee and yoghurt. It was founded in the year 1986 by Niki Bali. Niki's Dairy Manufacturers is located in East Tamaki, at 3 Robertson Road.

Objectives: Niki's Dairy Manufacturers wants to gain a better position in the milk based health drink in today's New Zealand market, and wants to provide the high range of nutrition in accordance to a customers need and satisfaction.

Situational Analysis

Market Size: Milkilicious will be targeting kids from the age of 6 to 10 years old. In accordance to statistics New Zealand there are approximately 500, 000 kids in the age group of 6 to 10. Niki's Dairy Manufacturers has decided to share the target market between kids of ages 6 to 10 and parents who has kids.

Competitors: Research of the current competitors of Milkilicious has been carried out.

The main competitors of Milkilicious are Fonterra product which is kalciyum. Kalciyum comes in a large range of flavors, and has an attractive packaging; it has large promotion and market coverage.

The second competitor is Wave which is manufactured by Frucor Company Ltd and it is also neatly packed and has a reusable bottle.

The other competitor is Primo, again a product of Fonterra, with neat packaging and it comes in different sizes and has a reasonable prize.

Market Share: Since Milkilicious is an undifferentiated product for kids from age 6 to 10 years, Niki's Dairy Manufacturers have decided to target the equal ratio of males and females between these ages.

Macro Environmental Factors

Some of the factors that affect the marketing mix of the product are listed below.

Technology: It is one of the most vital factors for Social Networking, for example promoting products on face book or twitter. Information's about the products can be gathered from Online Websites. The company has technology with which they can compete in New Zealand and now they have decided to invest in their infrastructure to not only expand but also to upgrade their existing structure.

Social Factor: Since New Zealand is a multi cultural economy therefore the company has decided to make their product of gluten and fats free, and be regarded as halal.

Economy: Milkilicious main competition is from Wave, Primo and Kalciyum. Niki's Dairy Manufacturers has considered long term and short term of the trading markets, therefore gaining a position in the milk market Niki's Dairy Manufacturers are trying their best to compete with their rivals.

Political Factors: Niki's Dairy Manufacturers has the allocated the government budget towards the dairy industry and has met all rules and regulations of the government before launching their Milkilicious product in the market.

Milkilicious will be generally emphasizing the importance of milk and the amount of nutrition it provides a kid with.

SWOT

KEY Strengths

KEY Weaknesses

Quality product

Reasonable price

Gluten free

Reusable bottle

New Zealand made

New product in market.

Few flavors

KEY Opportunities

KEY Threats

New and unique taste

Bring in new flavors

Competition, such as lower priced milk product

Competition from branded products

Political instability

Segmentation Strategy

The geographic target for Milkilicious product is the kids in New Zealand, but at present Niki's Dairy Manufacturers has determined to supply all their product lines to all areas in Auckland.

The demographic of Milkilicious targets kids between the ages of 6 to 10. The second target market of Milkilicious will be parents with kids, since kids persuade their parents to buy stuffs for them; here Niki's Dairy Manufacturers has planned to gain parents attention, especially mothers.

Targeting Strategy

A buyer behavior the choice of the customer, what they would like to purchase and what they prefer to consume, and the kind of goods and services they require for their satisfaction and wants.

Factors affecting buyer behavior are most likely:

Financial: Milkyville has to look into peoples budgeting as well, most people are most likely not to spend so much on a milk product thus, reasonable pricing for Milkilicious is very important.

Emotional decision: The wants and needs of a customer.

Life style: What kind of life they live, and what kind of product they consume, for example Niki's Dairy Manufacturers has created Milkilicious of gluten free and fats free and has recommended it as a halal product.

Peer pressure: Kids are more likely to be affected by peers of their own group, they follow up to what their friends do.

High Quality

PRIMO

WAVE

KALCIYUM

Low Price

High Price

Low Quality

Positioning Strategy

MILKILICIOUS

.

Product

Classification: Milkilicious is classified as milk based health drink, hence it's on its way to gain a better position in the market.

Branding: Brand is the one main thing that peoples looks at before buying any product. Thus Milkilicious is branded by Niki's Dairy Manufacturers and the name Milkilicious itself makes customers believe that it is a delicious prod, maybe a bit sweeter and healthier than other products.

Packaging: Milkilicious has a perfect packaging style and it comes in a reusable bottle. Milkilicious comes in a 250ml bottle for better storage.

Promotion

Objectives: The objective of the promotion is to convince as many customers as possible. Thus the main aim of Niki's Dairy Manufacturers is to target kids between the ages of 5 to 10. The second target market of Niki's Dairy Manufacturers is parents with kids.

Promotional Mix: Niki's Dairy Manufacturers has decided to create billboards, and posters that could be put near schools, in trains and bus stops, where kids are most likely to spend their time.

Justification for promotional mix: Niki's Dairy Manufacturers has decide to create billboards and put near schools because kids are normally found in school, and posters will be put up at bus stop, train station and inside trains and buses, because most of the kids travel in trains and buses.

Budgets and costs: The use of New Zealand Herald, a half page for colorful image, costing around $300.

The use of Billboards, the company has decided to create billboards near schools costing about $2500.

And other Visual Ads such as TV commercial and posters near bus stands and train stations, costing around $200.

Pricing

Objectives: Niki's Dairy Manufacturers has aimed to attract as many customer as possible since Milkilicious is a new product in the market, and it needs to gain a higher attraction Niki's dairy Manufacturers has decided to sell Milkilicious at a very low price.

Prices: Niki's Dairy Manufacturers is selling Milkilicious at a very lower price. A 250ml bottle is sold for only $0.89 cents.

Strategy, Methods and Tools: Milkilicious is recommended as a cheaper price product with a better quality, since it is a new product in the market and at the moment it needs to attract as many customers as possible hence after conducting research on its rivals pricing and positioning, Milkilicious has decided to give better quality at a lower price.

Distribution

Channels Chosen: Niki's Dairy Manufacturers has decide to distribute their product through wholesalers, supermarkets and dairy shops which are located especially near schools.

Factors affecting Distribution channel: Most likely demography would be the main factor affecting the distribution channel for Milkilicious.

Distribution Intensity: The distribution intensity of Milkyville for Milkilicious will be 30000 in all dairy shops and supermarkets per month, since it is a new product, there wouldn't be a high demand for it, so Niki's Dairy Manufacturers has decided not to take risk and overcrowd the market with Milkilicious with no profitable turnovers.

Control Systems

Budgeting: Niki's Dairy Manufacturers has looked in to the company's budgeting system before manufacturing Milkilicious.

The use of New Zealand Herald, a half page for colorful image, costing around $300.

The use of Billboards, the company has decided to create billboards near schools costing about $2500.

And other Visual Ads such as TV commercial and posters near bus stands and train stations, costing around $200.

Key Performance Indicators: Niki's Dairy Manufacturers objective is to sell almost 30000 units of Milkilicious, and if they are able to maintain their sales and profits then it is indicated that they are doing well or otherwise they have to improve on their sales and marketing.

Research Proposals

Research Conducted: A research was carried out on competitors, their quality, pricing and the channels in which they promote and distribute. Niki's Dairy Manufacturers has decided to sell Milkilicious at a lower price.

Research Proposal for Future: Niki's Dairy Manufacturers has the opportunity to bring out new products in the market with new flavors and something fresh to taste. Since at the moment they have launched Milkilicious in a chocolate flavor, Niki's Dairy Manufacturers can plan to launch new flavors such as Milkilicious vanilla, strawberry, raspberry, blueberry and many more.