International Marketing Plan
INTERNATIONAL MARKETING PLAN
Globalization has left no place as un-served with anything; people can find everything in their countries. But if anything is hard to find in a country, will represent an immense opportunity for the organization to tap that gap. France is famous for its cousin and recognized for its taste in all over the world. After having research, it has been recognized that the French market is representing great opportunities for an organization that makes peanut butter spread. Peanut butter spread is nearly impossible to find in France. Therefore, it will be a smart move to grasp this opportunity and fill the gap.
The French market is full of international brands that include jams, jellies, and lots of variety of butter. Here, it is essential to understand that why the peanut butter spread is not famous in France. Either French hate peanut butter spread; they have multiple choices; do not find peanut butter spread interesting, or any other reason due to which they do not like peanut butter spread. After having detailed research, it has been realized that French do not hate peanut butter spread, but they do not find any difference between the other spreads and peanut butter spread. They just do not have awareness and do not know that what the peanut butter spread is. It has been determined that French seek varieties when shop for food items. The most used spread in France is chocolate spread but due to health and environmental concerns, French as taking their steps back from chocolate spreads (because chocolate spreads include palm oil). This situation presents a strong opportunity to grow for other spreads in French market (Euromonitor International, 2014).
Therefore, by keeping this scenario in mind, Kraft food will introduce its peanut butter spread in France with three initial flavors. These flavors will be the original peanut flavor, the second will be in chocolate flavor (without the utilization of palm oil), and the third will be in caramel flavor. All these flavors will be available with plain, creamy, and crunchy choices. Moreover, the peanut butter spread is far advantageous than Nutella (chocolate) in term of health. For example, 21gm of sugar comes in every two teaspoons of chocolate, but in peanut butter spread it is only 1gm. The protein level is far higher in peanut butter spread as compared to other spreads. It contains vitamin B, zinc calcium, and iron. Offering peanut butter in different flavors especially in chocolate flavor with plain, creamy, and crunchy options will serve the Kraft with a competitive advantage. Moreover, to stay long Kraft will offer 50 percent less sugar in its peanut butter, as compared to other nut spreads (Milne, 2014).
Not only France but also people all over the world are concerned about their weight. The one main feature that will enable the Kraft’s peanut butter spread to succeed in French market will be its ability to reduce weight. Peanut butter spread fills up people with the proper amount of nutrition, fiber, and protein that keep them feeling full for long time. It is also helping people to fight with craving keep them on track in term of diet (Perry, 2011).
Goals and Strategy:
Marketing strategies are designed to gain the objectives of the business. Marketing strategies must have some measurable goals because measured goals help the organization to lead the organization in a definite direction. Therefore, before the marketing strategy is designed the goals should be set. Marketing strategies include advertising activities, sale activities, marketing, and networking activities. The major goal of the company will be:
The company in 2012 spin-off recorded growth in the chocolate market with 40 percent growth rate. Now the aim of the company is to enhance its market share through taking the advantage of missing the opportunity in France and through making innovations in peanut butter spread (Nieburg, 2013).
The goal of the company is to enhance its sales up to 25 percent within upcoming 12 months and to speed up the growth rate from 4 percent to 10 percent.
Different marketing strategies can be utilized to gain these set objectives, but for best results; it is essential to design effective and efficient marketing strategies. It has been determined that television is the most consumed source of information in France, therefore; the focus of the company will be on television advertisements after social media. The company will advertise its unique features to French consumers such as “no added sugar and salt peanut butter never oily, never dry; crunchy and delicious” (see Appendix 1). Such advertisements will help the company in promoting their product more rapidly and help the company in building the image that the peanut butter of the company is advantageous for people and better than other options.
Marketing strategy includes several components and target market is one and first from them. The target market is composed of people, groups, companies, or group of companies for them the company is going to design a product or intended to offer its product to them. Recognition of target market is essential to make important decisions. Some of the decisions could include designing of the product, its execution, and the constant efforts are required in designing marketing mix strategies in order to meet the needs of the selected target market. Kraft Food can choose to target any particular market, mass market, and multiple segments. While choosing the target segment, the company must consider the associated pros and cons with each target segment. For example, if the company decides to target the mass market then the company can save the cost of production. If company chose to target any particular segment then it has to lose other segments. However, the benefit of this targeting strategy will be that company will be able to meet the need of the customers in more effective and efficient manners (Lamb, Hair & McDaniel, 2011).
When comes to people who are under 15, the company will not consider any discrimination regarding genders. All children will be targeted equally. However, the reason for targeting the women who are between 15 to 64 is that they are more conscious about their diets due to health and weight concerns and are more flavor conscious. Moreover, women have an immense influence on buying decision when comes to grocery items. Therefore, it has been decided that women will be targeted specifically for “Kraft peanut butter spread”. This target strategy will help the organization to reach male segment automatically. The reason is that the company may not focus men on its advertisements, but this does not mean that the company is saying that peanut butter is prohibited for men. The company to promote its product to family women will make family oriented emotional advertisements that will encourage the women to include peanut butter spread in the family menu. The women segment is the segment that is bombarded with dietary products by all companies and has become an important and un-ignorable segment. Women have moved towards the healthy lifestyle than just beauty products. The low calories dietary foods communicate the sense of saving the grace against being fatty. Women are more conscious about their slim body, and when they come to the family, they always prefer foods that are healthy for their family. Therefore, targeting women is a smart choice for Kraft Company for its product (peanut butter spread).
Country Meters. (2015). France Population. Retrieved July 12, 2015 from http://countrymeters.info/en/France
Euromonitor International. (2014). France Flag Spreads in France. Retrieved July 12, 2015 from http://www.euromonitor.com/spreads-in-france/report
Lamb, L., Hair, J., & McDaniel, C. (2011). Essentials of Marketing. USA: Cengage Learning
Milne, V. (2014). Kraft gets competitive with new chocolatey peanut butter. Marketing Mag, Retrieved July 12, 2015 from http://www.marketingmag.ca/brands/kraft-gets-competitive-with-new-chocolatey-peanut-butter-101587
Nieburg, O. (2013). Mondelez to innovate in premium French chocolate market. Confesionery news, Retrieved July 12, 2015 from http://www.confectionerynews.com/Manufacturers/Mondelez-to-innovate-in-premium-French-chocolate-market
Perry, M. (2011). The Benefits Of Peanut Butter It's healthy, filling, and can be a dieter's best friend. Prevention, Retrieved July 12, 2015 from http://www.prevention.com/food/smart-shopping/healthy-eating-why-peanut-butter-good-you