marketing plan for WhiteWave foods company product: Silk non dairy soy ice cream

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THE MARKETING PLAN CREATE FOR WHITEWAVE FOODS COMPANY ; BRAND :SILK ; PRODUCT :NON DAIRY SOY ICE CREAM A well written marketing plan upon which an organization can execute is the concluding project for this course. Your marketing plan will be based on a real life, publicly traded company. You will take on the role of CHIEF MARKETING OFFICER for this company. GRADING RUBRIC MARKETING PLAN HAS BEEN ATTACHED , AND MARKETING PLAN TEMPLATE AS WELL. PLEASE FOLLOW THE MARKETING PLAN TEMPLATE . YOU NEED TO DO WORD FILE FOR THE MARKETING PLAN WITH APA FORMATTING AND POWERPOINT SLIDES.

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Grading Rubric – Marketing Plan and Presentation Required Description Sections Point Value/Section Executive Summary Summary of the opportunity being addressed, an overview of the plan that will be implemented, and the profit growth expected, in dollars, from plan implementation. 5 Situation Analysis Your analysis of the current market situation, e.g. 10 Chapter 2 Market growth rates Market/customer needs Macrotrends Competitors SWOT analysis Chapter 2 Your observations on strengths, weaknesses, opportunities and threats to the firm. (Tabular). 10 Bullets required to explain your reasoning. Market Strategy Chapter 2 Include a mission, marketing and financial objectives, and a statement of needs that will be satisfied 10 Based on the SWOT and market situation; your recommended strategy to achieve the marketing objective. Market How have you segmented this market and Segmentation and why? Which segment(s) will your plan target Targeting and why? 10 Chapter 9 Product/service mix Chapters 13, 16, 17 19 Include analysis of all 4 of the traditional marketing “P’s”. Describe product/service attributes How do these attributes position the product vs current offerings? Price recommendations. 20 Recommended distribution channels. Recommended promotional tactics. Defend each of these recommendations using theory Financial projections 1 year income statement format down to Net Income Before Tax. (Show 4 quarters) Chapter 3 Show forecasting method chosen and an example Implementation Controls and Contingency Plan What metrics will be tracked to know if the marketing plan meets its success criteria? Presentation Professional and slides support student understanding 10 10 What will your plan require from other departments? Consider operations, R&D, finance, sales. 15 MARKETING PLAN Merve SENOL Executive Summary WhiteWave new marketing opportunity Consumer demands for plant-based have grown in recent years due to consumer confidence in health benefits attributable to these products.  WhiteWave launch its new product which is dairy free Silk Soy Ice cream.  Document the total 5 year business improvement in  Sales  Market share  Profit  Situation Analysis The Market  Market: Past, present, and future  Market  past  Major size and growth rate – and expected future growth rates customer or market needs  Macro-trends impacting the market  Current company or segment market share and market position(e.g. leader, follower, challenger)  Major competitors Situation Analysis The Competition    Who are the key competitors What are their significant competitive products Where does there seem to be an opportunity to compete? Situation Analysis: SWOT Strengths Weaknesses Opportunities Threats Marketing Strategy Objectives     Mission Statement Marketing objectives (e.g. market share) One year financial objective (e.g. revenues, profits, growth rate) Marketing Strategy – HOW will the business achieve these goals? Segment – Target – Position  Segmentation Choices for this Market  Why is this the relevant choice   Target Segment(s)  Why is this the most attractive segment  Estimated segment size Positioning of product or service  Statement that distinctly defines the product in its market and against its competition over time  Consumer promise or value proposition  Statement summarizing the benefit of the product or service to the consumer Product (Service) Strategy  Describe the product or service being marketed. Topics should include, for instance  New product, or product line extension  Product attributes  Product benefits  Product packaging  Product warranties, etc Price Strategy  Which of the common pricing strategies will be followed  Why  What is the initial offering price  Why  What is the plan for future price changes Distribution Strategies   Distribution strategy Channels of distribution  Summarize   channels of distribution Distribution by channel Show plan of what percent share of distribution will be contributed by each channel – a pie chart might be helpful Communication Strategy  What are the communication strategies for generating awareness, trial, and adoption?  How are these strategies best suited for the target market? Financials  Forecasting method used (Ch 3)  Why chosen Projected Income Statement Base Year Sales Revenue COGS Gross Profit SG&A New marketing expenses New R&D expense Operating Income Qtr 1 Qtr 2 Qtr 3 Qtr 4 Full Year Implementation Controls     First year goals Additional year goals Measures of success/failure (ie.what metrics will be tracked?) Requirements for success  For instance, what support needed from other departments Contingency Plan  Contingency plans if plan if metrics are not meeting goals?
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Explanation & Answer

Attached.

OUTLINE

1. INTRODUCTION
2. BODY
3. CONCLUSION
4. REFERENCE


Running Head: THE MARKETING PLAN FOR WHITEWAVE FOODS COMPANY

Marketing Plan
Student’s Name:
Instructor:
Institutional Affiliation:
Date:

THE MARKETING PLAN FOR WHITEWAVE FOODS COMPANY
Executive Summary
As the Chief Marketing Officer of White waves Food Company, I have been tasked with
creating a market plan for our new product non-dairy Silk soy ice cream. I have done strengths,
weaknesses, opportunities and threats (SWOT) analysis to find out some of the possible internal
and external factors that would influence our ability to introduce this new product into the
market. The analysis has indicated that competition in ice cream industry is quite significant due
to its rapid growth. Increased awareness created to inform on the benefits of consuming nondairy products and the growing population would be the factors that would boost the success of
this product.
There are also many companies in this industry such as Blue Diamond Growers, Eden
Foods Inc, Living Harvest Foods Inc., Hain Celestial Group, Organic Valley Family of Farms,
and Panos Brands (Hollensen, 2015). White wave company’s launch of its new product nondairy silk soya ice cream would be preferred to by most individuals as it has less calories, fifty
percent more calcium, and it is a good source of protein.
Situation Analysis
Market Situation
Many people in the US are lactose intolerant. This is the reason as to why milk product
alternatives are becoming more important. Healthy life style has grown fast as most people work
out and grow with conscious. Organic Trade Association has found that organic sales have risen
significantly over the last decade. Health and fitness industry of the US has also recorded an
increase in health club members. These are people seeking healthy lives by eating healthier foods
and working out their bodies.

2

THE MARKETING PLAN FOR WHITEWAVE FOODS COMPANY
Competition
There are many companies in ice cream industry. They include Blue Diamond Growers,
Eden Foods Inc, Living Harvest Foods Inc., Hain Celestial Group, Organic Valley Family of
Farms, and Panos Brands. These companies have diverted their attention towards producing non
dairy ice cream due to the increased demand of such products. We are hoping to better most of
them in producing non- dairy products by introducing a new product from our company. There
are also companies that have worked so hard to produce healthy foods (McDonald, & Wilson,
2016). White wave is the real deal with non dairy silk soy ice cream target all those individuals
who want to grow healthy. It’s a source of proteins, has little calorie and contains more calcium.
SWOT Analysis
The White wave Strengths

Weaknesses

Company
✓ It has a big market domestically



Future cost structure

✓ Reduced labor costs



High loan rates are possible

✓ Barriers of market entry
✓ It has recorded a high rate
growth

Internal

✓ Widely known and accepted
brand

3

THE MARKETING PLAN FOR WHITEWAVE FOODS COMPANY
Opportunities

Threats

o Availing

new

products

and

External

services through innovation
o Growing economy

➢ Growing competition
➢ Lower profitability
➢ Tax changes

o New markets
...


Anonymous
Really useful study material!

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