This marketing plan was formulated by the SL3 marketing consultation team for Anakku Baby Connection Sdn Bhd as part of MKW3121 Marketing Planning and Implementation (Monash University). The marketing plan provides an avenue for Anakku to revitalise the growth of Next to Nature (N2N) in an attempt to achieve a continuous brand growth and market share expansion as well as reassuring its target market’s belief of its unique and renowned brand name.
Table of Contents
1.0 Business Definition and Scope
2.0 Situation Analysis
2.1 Macro Environment
2.2 Micro Environment
2.2.1 Market/Industry Review
2.2.2 Competitive Review
2.2.3 Review of Distribution Channels and Buyers
2.2.4 Customer Review
2.2.5 Supplier Review
2.3 Internal Business State
2.3.1 Gap Analysis
2.3.2 Product Life Cycle
2.3.3 BCG Matrix
2.3.4 Internal Capabilities
2.3.4.1 Non-Marketing Capabilities
2.3.4.2 Marketing Capabilities
2.4 Critical Success Factors
2.5 Summary of Situational Analysis
3.0 Marketing Objectives
4.0 Marketing Strategies
4.1 The Product Innovation Strategy (PIS)
4.1.1 The PIS Tactics
4.2 The Distribution Network Strategy (DNS)
4.2.1 The DNS Tactics
4.3 The Brand Promotion Strategy (BPS)
4.3.1 The BPS Tactics
5.0 Financial Budget
5.1 Sales Revenue
5.2 Expenses
6.0 Implementation, Monitoring and Control
7.0 Contingency Plan
Objectives and Topics
This marketing plan aims to revitalise the growth and market share of the Next to Nature (N2N) feeding range under the Anakku brand, addressing the critical issues of low consumer awareness and perceived brand positioning through targeted strategic interventions.
- Analysis of macro and micro-environmental factors impacting the baby products industry.
- Implementation of product innovation through mascot-based branding and product bundling.
- Optimization of distribution networks across mall kiosks, stand-alone boutiques, and online channels.
- Re-engineering of brand promotion strategies to enhance market awareness and customer loyalty.
- Financial forecasting and contingency planning for sustainable business performance.
Excerpt from the Book
2.2.4 Customer Review
The review here is a vital element of this plan in providing Anakku with an in-depth knowledge of its target market behaviour and attitudes. According to Chew (personal communication, August 17, 2009), Anakku’s N2N feeding range targets a market of children from the age of 0 months to 6 years. Typically, from the research conducted in Appendix 16 and 17, the results suggested that buying behaviour of most parents were found to change as according to their child’s age. Subsequently, the segments of consumers for N2N can be divided into two: children below age 1 (Segment 1) and children from age 1 to 6 (Segment 2).
In Segment 1, it was found that parents of these children were more cautious when choosing feeding products. From the focus group research (Kuay, Tay & Tan focus group, September 5, 2009), it can be concluded that price is not a factor for these parents as they were found to be non-price conscious and had an intense urge to give the best and safest product for their child. This is supported from the results of the questionnaire research whereby parents within this segment were found to be more active in searching for information through sources such as baby magazines, internet and seeking advices from professionals, experience friends and family members – Appendix 17.
Summary of Chapters
1.0 Business Definition and Scope: Defines Anakku's brand identity and mission, focusing on the current N2N BPA-free feeding range.
2.0 Situation Analysis: Evaluates the macro and micro environment, including competitor benchmarking and internal resource assessments.
3.0 Marketing Objectives: Establishes clear, measurable goals for sales growth, ROI, and market awareness over a two-year period.
4.0 Marketing Strategies: Details specific tactical plans for product innovation, distribution, and promotional activities to drive brand revitalisation.
5.0 Financial Budget: Provides a comprehensive breakdown of projected sales revenue, strategic expenses, and expected net profit.
6.0 Implementation, Monitoring and Control: Outlines the schedule of tasks, responsibilities, and performance metrics to ensure effective strategy execution.
7.0 Contingency Plan: Proposes alternative actions for unforeseen circumstances to safeguard the brand against failure to meet objectives.
Keywords
Anakku, Next-to-Nature, N2N, baby products, marketing plan, situational analysis, brand awareness, product innovation, distribution strategy, BPA-free, consumer behaviour, brand loyalty, financial budget, market share, Malaysia
Frequently Asked Questions
What is the core purpose of this marketing plan?
The plan is designed to revitalise the Next to Nature (N2N) feeding range by increasing brand growth, expanding market share, and addressing consumer awareness gaps.
What are the primary themes addressed in the document?
The document focuses on competitive benchmarking, customer behaviour analysis, distribution channel optimization, and integrated brand promotional strategies.
What is the overarching goal for the N2N business unit?
The target is to achieve 30% of Anakku’s total revenue and a 30% Return on Investment (ROI) within two years.
Which scientific methodology is employed for this analysis?
The research utilizes a mix of secondary market reports, qualitative focus group discussions, and quantitative questionnaire surveys to derive data-driven marketing strategies.
What does the main body of the work cover?
It covers a detailed situational analysis, specific marketing objectives, and the tactical execution plans for product development, distribution, and promotion.
Which keywords best describe the focus of this research?
Key terms include N2N, baby care industry, brand repositioning, marketing strategies, and product innovation.
Why is the "80/20 rule" relevant to the N2N marketing strategy?
The strategy emphasizes that 80% of sales come from 20% of loyal customers, making the improvement of the loyalty membership card system a critical success factor for recurring revenue.
How does the plan intend to mitigate potential risks?
The document includes a dedicated contingency plan that offers alternative actions if targeted sales percentages are not met or if distribution channels encounter operational failures.
- Quote paper
- Weng Marc Lim (Author), Seing Wan Seeto (Author), Pik Han Lim (Author), Mei Ling Lim (Author), 2009, Anakku: Revitalising the Next to Nature Feeding Range, Munich, GRIN Verlag, https://www.grin.com/document/187658
