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Marketing Plan 111

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Running Head: THE MARKETING PLAN FOR WHITEWAVE FOODS COMPANY

Marketing Plan

Student’s Name:

Instructor:

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THE MARKETING PLAN FOR WHITEWAVE FOODS COMPANY 2

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 non-

dairy 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 non-

dairy 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.

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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 mos ...
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Tags: marketing marketing analysis segmentation CREATING NEW MARKETING PLAN 4P