Executive Summary This report was commissioned to provide a marketing strategy plan of 5 years for Camel Milk Victoria. The report also provides an in-depth analysis and evaluation of the current marketing strategy that Camel Milk Victoria has. The research draws attention to the fact that the product (Camel Milk) is new in Australia and needs to have a solid marketing plan for its progression in coming years. An assessment of the Camel Milk Victoria’s interior qualities and shortcomings and outer open opportunities and dangers served as the establishment for this key investigation and showcasing arrangement. The plan concentrates on the organization's development system, recommending courses in which it can expand on new client connections, and on the improvement of new products and/or administrations focused to particular client specialties. Since Camel Milk Victoria advertises its products consumed essentially as a special products by its customers, it at present is viewed as a business-to-customer (B2C) advertiser. Although CMV is almost two year old in the market with 20 milking camels on their 43 hectares farm in Kyabram, the firm has experienced greater than expected demand for its various products, and research reflects that more health conscious minded people are interested in the consumption of camel milk because of its health benefits. A promotional budget plan is also provided to help understand the advertisement/promotions expense. In this marketing plan we have covered the industry analysis, target market of the product, pricing, product, promotion, and distribution strategies for the product. We have given the details about the strategy implementation and details of promotion budget. 1 | P a g e Contents Executive Summary ............................................... 0 Background ........................................................... 2 Product Review ..................................................... 2 Situation Analysis .................................................. 3 Marketing Strategy ............................................... 4 Financial Projections ............................................. 9 Implementation Control ..................................... 10 Conclusion ........................................................... 11 References .......................................................... 12 2 | P a g e Background The company was formed in early 2015 in Kyabram, Victoria by Chris and Megan Williams. From a one-cart dairy delivering to only a few streets, Camel Milk Victoria (CMV) grew to become the best known camel milk brand in Victoria. CMV is a dynamic organization with an entrepreneurial spirit. With a strong vision for the future, solid duty to manageable business rehearses and sound way to deal with developing the business, CMV are ready to keep on delivering consistent, reliable development. CMV has wide variety of products ranging from Camel Milk, Soap, Detergent, Meat and Camel itself for farming, out of the most their main product is Camel Milk. Product Review Camel Milk Camel milk has been the essential kind of milk devoured by numerous cultures for eras. In spite of the fact that it is not in so high supply as dairy animal’s milk, it has various clear points of interest over that more basic structure, including all the more capable supplements and better substance mixes. Camel milk is an all the more ecologically well-disposed (eco-friendly) method for acquiring milk. CMV pasteurises Camel Milk, by doing as such it smother all pathogens that might be found in the milk. Camel milk has an abundance of supplements, including insulin, which is a crucial segment of human wellbeing subsequently it is a treatment for diabetes. The high iron substance found in camel milk makes it perfect for averting anaemia. The high centralization of interesting natural mixes has been known not especially intense consequences for the neurological framework, and can even keep certain immune system issue and subsequently giving a mental imbalance treatment. Camel milk has been associated with lessening hypersensitive responses in the individuals who frequently devour it. With such a sound and extensive arrangement of unsaturated fats, camel milk can incredibly enhance the equalization of cholesterol in the body. It is the most advantageous alternative out there, from early stages to maturity. Be that as it may, it is to a great degree costly to harvest camel milk, around 25 times more costly than dairy animal’s milk, which makes it impressively more costly. Soap On the other hand Soap has numerous advantages as it has no content of sulphates, parabens, artificial colours or fragrances and no petrochemicals because it is sourced sustainably. Detergent Detergent/Laundry power has its own benefits as it is gentle on clothes but very effective on stains and also perfect for sensitive skins. Camel Meat Camel meat is best between all other meat in its legitimacy for the individuals who need to eat less or diet eating regimen and it is minimum harmful to the heart because of the low rate of fat in it contrasted with other red meat. 3 | P a g e Channel and logistics Review Camel Milk Victoria items will be conveyed through a system of retailers. They are as follows 1. Independent grocery shop retailers, for example, ezymart and IGA 2. Supermarket superstores: Vast markets suppliers, for example, Coles and Woolworths will convey CMV items in stores, in indexes and on the web. 3. Online retailers: Online e business networks store of CMV items will offer it on a limited promotional price. At first, the distribution system will concentrate on Victoria State (Metropolitan area) and as demand builds, the dispersion will venture into regional and new geographic markets with proper logistical support. Situation Analysis Introducing camel milk in the Australia it is some sort of new and creative consumable product which will help in creating and catching the eye of the general population. The area of the business ought to be at the spot where it is simple for the purchaser, supplier and to the organization. The procedure and methods would be of best quality as in this day and age there is centre given on quality rather than amount. The showcasing mastery ought to be expert in their particular field as the organization is entering in the new market which will posture various circumstances and issues before the organization. The following is a SWOT analysis for CMV. SWOT Analysis Strengths Innovative new product in Victoria: An innovative new product in Victoria as till now camel milk is not a regular day to day product sold in stores. Have multiple benefits for the consumers: camel milk has numerous health benefits. Good quality management: CMV uses the latest technology to pasteurise milk and to process other products, thus providing excellent quality management. Weakness Lack of Brand Awareness. Expensive costing/pricing. Lack of proper marketing, promotion and distribution strategy. Limited production of products. Short Shelf life for Camel milk. Cost of Operations: Cost of operation is high Availability is limited to few stores. 4 | P a g e Opportunities Increased demand of cow milk substitute: Consumers who are allergic to cow/goat milk would pick up interest camel milk is much more beneficial than cow/goat milk. Market competition is less: Market competition is less as Camel Milk Victoria is the sole provider for camel milk and related products in Victoria. Export: CMV can send out its item to different states and possibly middle east countries in this manner expanding its turnover and edges exponentially. Threats Downward pressure on pricing: Camel milk is very expensive when compared with cow milk, thus increasing the downward pressure on product costing. New market grounds: The primary risk is the passage of new participants in the home business sector which can raise them with some diverse and alluring technique in the business sector and handle their clients. More firms might get interested in the camel milk business, hence might increase competition. Marketing Strategy Vision: Camel Milk Victoria has an aim to give increasingly fulfilment and satisfaction to its distributors, wholesalers and customers. Mission: “Switch to the healthier, more nutritious alternative. Camel Milk!” Tagline: “Camel milk may be new to Australia, but it is the oldest milk used globally!” Target Market and Customer Analysis The target strategy is recommended to be selective/differentiation marketing where CMV would have the opportunity to provide a differentiation on its product likes shelf life, features, health benefits, etc. The targeted Consumer class is middle or lower class majorly. The high end customers are more likely to go for organic products over here. Targeted customers age group would be 8-40 where the main target would be children, health conscious person, mothers, etc. Diversity of Preferences Consumer awareness for the health factor is on the rise due to media exposure and education within certain segments. With shifts in priorities for hygienic consumption and family health concerns increasing, packaged brands of milk are increasing for various consumption usages of milk. Industry Structure Competitive intensity is not as high and entry barriers are quite high. With the process being a highly complex and delicate matter [any impediment or disruption in the process can cause the entire 5 | P a g e batch processing to restart all over] which can cause tremendous financial crunch to medium sized organization. Competitive Advantage In the packaged milk category, the competitive advantage that can be obtained is through effective distribution and consistent marketing communications. Market Orientation Consumer Focus CMV is focused on strict quality measures in every one of its operations - from the accumulation of milk to the arrangement of hygienically handled products (Soap, Detergent, etc.) to its clients. The organization takes after the logic of "enchanting the customers" by giving them quality items at the right cost on their entryway step.  The organization regards them as accomplices.  Keep channel of correspondence open with them since they are the only solid source that can give them best feedback about the product. Marketing Mix Product • Excellent quality and accommodation product • Packaging • Packaging or container/bottle is reusable Cost • Cost is a bit higher according to market standards. • Using Product Development Strategy Promotions • To create brand awareness • T.V commercials and newspaper ads Locations • Offering incentives/commissions to retailers Here Product Development Strategy is used as it is necessary for a change in business operations of Camel Milk Victoria, including an innovative work (R&D) capacity that is expected to acquaint new items with current customer base. This is something that should be possible as customer surveys and consumer groups. Notwithstanding, consumer needs can likewise be gotten to be clear to individuals who are in consumer confronting parts, as they frequently are the first to catch wind of issues or worries with the services or product. While dealing with a group in a consumer confronting 6 | P a g e part, CMV will have the chance to accumulate information that may at first seem negative however which can offer the association the chance to address consumers' issues more efficiently. Understanding what consumer genuine needs are and how these can be translated in item improvement is crucial to achievement when utilizing this system. BCG Growth Share Matrix Camel Milk is a Question mark as it market growth rate is very high but market share rate is low. When we plot the BCG matrix, Camel Milk Victoria has certain product which is star while others are Cash Cow, Dog and Question (?).Camel Milk is a Question mark as it market growth rate is very high but market share rate is low in developing business sector. Detergent has got a low market share and low market growth and it’s in DOG. Soap on the other hand is vastly used but since it has got high market share it is placed in Cash Cow. Meat is a Star product as it is most commonly consumed in Australia and it has got high market share and high market growth. 7 | P a g e Product Relative Market Shares Market Growth Rates Meat 1.5 35% Camel Milk Detergent 1.8 0.5 25% 7% Soap 0.7 14% Meat Camel Milk Soap Detergent 0 0.5 1 1.5 2 2.5 012345 Relative Market Shares 8 | P a g e Product Life Cycle Every product goes through product life cycle stage. The same would be the case for Milk sold by Camel Milk Victoria. As shown in the figure Milk would be the primary product that CMV would be focussing on. Milk needs to be maintained in stage #3 (Maturity Stage) of the PLC.Amid the maturity stage, the milk is set up and the go for CMV and now be very crucial to maintain the market share that would built up. This would be the most competitive time for CMV and by the time Milk reaches maturity stage there might me more competition in Australia for camel milk. It would require an intellectual approach in the marketing strategies that CMV would be investing in. Pricing Strategy: Value-based pricing strategy would be used as per current marketing plan to lower down the costs of the Camel Milk. The new cost would be $15/Litre (Original Cost was $21/Litre). Here the value of customer is many times the production cost of camel milk. Coles and Woolworths sell cow milk for $1/ litre and to target their consumer would be nearly impossible with $21/litre price. As this is not a fixed price, it would be changed in future as the product advances through different of PLC. Distribution: CMV will be distributing its products to retail stores like ezymart and IGA. Camel Milk Victoria will also be distributing its products to big supermarkets like Coles and Woolworths. CMV would also be distributing its products online through its e-retail web store. 9 | P a g e Financial Projections Planning out and chipping away Camel Milk Victoria’s financial projections every year(for 5 years) could be a standout amongst the most vital things CMV could accomplish for business. Regular planning likewise helps CMV manage changes, both inside and outside the organization by always re-examining their qualities, markets and competition. The long-extend projection fuses the vital objectives of the CMV. For new businesses like Camel Milk Victoria, the underlying marketable strategy ought to incorporate a yearly by year projections going out at least 5 years. A vital arranging procedure ought to go with improvement of the "out year" projections. Media and Budget The following 3 media streams are chosen for Camel Milk Victoria promotions. Newspapers: Two newspapers different newspapers should be chosen with at least ½ page of ad which cumulates to a total of 24 ads in a year (per newspaper) T.V Commercials: A second short commercial should be prompted two times on at least two channels in the popular hour to create brand awareness. In-Store Flyers: In-Store flyers should be distributed highlighting product specifications and their benefits. These flyers can be proven very efficient when it comes to in store shopping from middle class consumers. The following the 5 years Promotional Budget Plan for Camel Milk Victoria Promotional Budget Year 1 Objectives: Year 2 Objectives: Year 3 Objectives: Year 4 Objectives: Year 5 Objectives: Newspapers  THE AGE(½ Page ads)  THE AUSTRALIAN(½ Page ads) $652,800 (24 ads) $652,800 (24 ads) $652,800 (24 ads) $652,800 (24 ads) $652,800 (24 ads) $652,800 (24 ads) $652,800 (24 ads) $652,800 (24 ads) $652,800 (24 ads) $652,800 (24 ads) T.V Commercials (30 Seconds Ads)  Channel 7  Channel 9 $75,600 (2 times:8pm9pm) $80,000 (2 times:8pm9pm) $75,600 (2 times:8pm9pm) $80,000 (2 times:8pm9pm) $75,600 (2 times:8pm9pm) $80,000 (2 times:8pm9pm) $75,600 (2 times:8pm9pm) $80,000 (2 times:8pm9pm) $75,600 (2 times:8pm9pm) $80,000 (2 times:8pm9pm) In store Flyers (20,000 Flyers-10,000 Flyers) A4 Size $1875.49 Quantity:20,000 A4 Flyers $1875.49 Quantity:20,000 A4 Flyers $940.99 Quantity:10,000 A4 Flyers $940.99 Quantity:10,000 A4 Flyers $940.99 Quantity:10,000 A4 Flyers 10 | P a g e SUBTOTAL $1463075.49 $1463075.49 $1462140.99 $1462140.99 $1462140.99  Newspapers: For newspapers its $27,200 for The Age (single ½ page ad) and for its $27,200 for The Australian (single ½ page ad).  T.V commercials: For T.V commercials its $75,600 for Channel 7 (30 Seconds ad: played 2times @8pm and 9pm) and for its $80,000 for Channel 9 (30 Seconds ad: played 2times @8pm and 9pm).  In Store Flyers: its $1875.49 for 20,000 flyers (A4 Size) and $904.99 for 10,000 flyers (A4 size). Grand Total Promotional Budget for 5 years $7312573.95 Implementation Control A broadly utilized sort of strategic control that includes recognizing intermediate objectives and milestones for vital tasks and afterward observing to distinguish issues and setbacks. 1305600 1305600 1305600 1305600 1305600 155600 155600 155600 155600 155600 1875.49 1875.49 940.99 940.99 940.99 YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5 PROMOTIONAL BUDGET PLAN 5 YEARS Newspaper ads T.V Commercials Flyers 11 | P a g e Implementation Control is a kind of input control. "Implementation control is intended to evaluate whether the general methodology ought to be changed in light of unfurling occasions and results connected with incremental strides and activities that actualize the general technique. Strategic implementation control does not supplant operational control. Not at all like operations control, has vital implementation control ceaselessly addressed the essential bearing of the system.  Monitoring vital thrusts (new or key vital projects). Two methodologies are valuable in authorizing implementation control concentrated on checking vital pushes: (1) one route is to concur right on time in the arranging procedure on which pushes are basic variables in the achievement of the system or of that push; (2) the second approach is to utilize stop/go evaluations connected to a progression of important edges (time, costs, innovative work, achievement, and so on.) connected with specific pushes.  Milestone Reviews. Milestones are critical focuses in the advancement of CMV, for example, focuses where huge duties of assets must be made. A development survey more often than not includes a full-scale reassessment of the technique and the fitness of proceeding or refocusing the heading of the organization. Keeping in mind the end goal to control the present procedure must be given in vital arrangements. Conclusion A detailed analysis of national (within Australia) opportunities from Camel Milk Victoria and its product line has been discussed. The analysis illustrates that opportunities exits of CMV to compete on a state and national level and the current market provide it the better competitive advantage. Camel Milk Victoria is new in market and so as its product what is products so hence there is limited or null competition from any same line manufacturer. Since the company is new and so does it lacks brand awareness so it is very crucial to create an image of company in customers mind. The price of its products is very high and so value based pricing strategy was recommended so that company should make the most profit while creating a positive public image. It has also been taken in account that milk products have limited shelf life and will deteriorate after some time so efficient logistics and distribution channels are recommended. Camel Milk Victoria has opportunity of export as the demand for camel milk is very high in Middle Eastern countries. The promotional budget plan described on the activities that CMV has to spend its advertising resources on. The budget plan is made keeping in mind that this is a new market ground market for CMV and it should get maximum public enclosure. 12 | P a g e References  Abdullah, J. B., Hamali, J. H., & Abdullah, F. (2015). SUCCESS STRATEGIES IN ISLAMIC MARKETING MIX. International Journal Of Business & Society, 16(3), 480-499.  Assael, H., & Roscoe Jr., A. M. (1976). Approaches to Market Segmentation Analysis. Journal of Marketing, 40(4), 67-76.  Berg, N., El-Komi, M., & Kim, J. (2016). Market segmentation and non-uniform Shariah standards in Islamic finance. 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