1. Marketing Plan
1.1 Description of the Company
Wimm-Bill-Dann is the is the largest producer in dairy products and one of the leader childrens food in Russia. WBD has more than 35 production facilities in Russia, Ukraine and Central Asia. The Company distribution network covers 100% of the Russian territory and also includes the CIS. Serving needs more than 280 mln. consumers.
More than 17,000 people work at WBDs production facilities and trading affiliates.
Wimm-Bill-Dann is the one of the first Russian company who start to produce packaged juice products. Before WBD, no one in Russia produce packaged juice. Imported juice products in modern packaging were virtually non-existent.
The most recognized brands include: Domik v Derevne (Little House in the Village), Chudo (Wonder), Vesely Molochnik (Happy Milkman), Imunele and Lamber. We also have Russias best-known juice brand, J7. Another less popular brands are Lyubimy Sad (Favorite Garden), Chudo-Yagoda (Wonder-Berry), and Essentuki. The most recognized baby-food brand in Russia is the trademark Agusha.
The Company's revenue has grown from $ 1,189.3 million for 2004 to $ 2,181 million for 2009 (IFRS). Revenues for 2009 decreased by 22% compared to 2008.
The mission of the company is to help the entire family live healthier lives by enjoying the nutritious and delicious food and beverage products every day throughout their lives.
Highlights for the first quarter 2010.
Group revenue increased 19.1% year-on-year to US$615.3 million driven by solid volume growth across all segments and helped by a stronger ruble
Group gross profit increased 2.3% year-on-year to US$172.0 million
Group gross margin declined to 28.0% from 32.5% compared to prior year as a result of sharp increases in raw milk costs in the first quarter of 2010
Group net income almost tripled to US$33.7 million from US$12.6 million a year ago
Net income as a percentage of sales increased to 5.5% in the first quarter of 2010 from 2.4% in the same period last year.
1.2 Products and Services
The principal dairy products include:
- Traditional products, such as sterilized milk, cream and butter, as well as traditional sour-milk products such as kefir, cottage cheese, soft cottage cheese and sour cream.
- Yogurts and dairy desserts, such as drinking yogurt, mousse, fruit-flavored milk and kefir, puddings and flavored cottage cheese.
- Cheese products, including hard and processed cheese.
The beverage products include:
- juice and nectars produced from juice concentrate,
- enriched juice-based drinks,
- traditional berry-juice-based drinks,
- mineral water.
The baby food products include:
- Liquid dairy products for infants under the age of three;
- Juices for infants under the age of three;
- Meat, fish, chicken, fruit and dairy purees for infants under the age of three;
- Products for pregnant women and nursing mothers.
1.3 SWOT analysis
A SWOT analysis is a tool, used in management and strategy formulation. It can help to identify the Strengths, Weaknesses, Opportunities and Threats for our company.
This is a summary of the businesss most important strengths, weaknesses, opportunities and threats.
Good management skills (will run business)
Deep knowledge and understanding of both Russian market and foreign benchmarks.
Effective organizational structure efficient and fast decision making.
Excellent quality product (adds to reputation)
The struggle to build brand equity
More offerings in economy segment
More price segmentation
Expanding market share
High price (Price is the major threat. If the price goes certain beyond the exact price at the market it will affects the consumption of the juice. Because when the price goes higher customers go for the substitute).
Consumers become more prudent
Increasing supplier prices (resulting in reduced profitability)
Effective cost management is crucial to survival
Tougher monetary environment, many companies forced to cut advertising, headcount, salaries
More stringent financial and borrowing environment
Competitors could harm by getting aggressive in their promotional activities.
1.4 PEST Analysis
- Political analysis
- Government is becoming really conscious about the healthy nation and healthy food
- Economical analysis
- Economic factors are the main factors in any industry who affect to the industry in many ways
- Inflation impacts highly negative
- Social analysis
- Social programs
- WBD sponsors various socially significant projects, donates funds toorphanages, hostels, churches and cultural establishments.
- Central government is going to be seriously concerns about environmental issues
- Technological analysis
- Through modern equipment WBD increases efficiency of its business and can has up-to-date data about their products
1.5 Market Analysis
According to the Russian Union of Manufacturers of Juice by the end 2008 manufacture has concentrated in hands of four companies of giants. there is a unique opportunity at the Russian market of juices. There are a lot of different players at the market, but there is no the strongly pronounced leader. The main players control 80% of the market
«Lebedyanskii» (market share 32%),
«Multun» (market share 22%),
«Nidan» (market share 17%)
«WBD» (market share 16%).
Appendix 1 shows us the structure of the market of juices in Russia.
According to the report «RosBusinessKonsulting» (Russian market of juices. RBK. Market research, 2008) the premium segment of the market is chosen by more prosperous part of consumers. In connection with growing incomes of the population the class share premium, about 20062008 has grown from 0,4% to 2,7%.
Drinks of an average price segment are in demand at working modern young people. The share of this segment practically has not changed in comparison with 2007 (12%). Now there is a rapid development of the bottom average and bottom price segments of the juice market. According to experts of the company in 2009 together these segments occupied more than 50% of the market.
1.6 Market Growth
According to the researchers from «RosBusinessKonsulting» (Russian market of juices. RBK. Market research, 2008) growth rate are going to be about 8% during 20092012.
As predicted production volume of the market of juice by the year 2012 will be 3,5 bln. liters a year. (Appendix 2)
2. Marketing Strategy
WBD will launch the highest quality of fruit juice «Seila». The strategy is to position «Seila» as a natural and healthy juice; the strategy will seek to create customer awareness regarding product.
WBDs mission is as follows:
- Quality: Our fruit juices are the highest quality, most nutritious food products…because we will accept nothing less.
- Innovative: Our products have always been in the forefront of the health and nutrition wave. Innovative products, state of the art manufacturing, quality assurance and industry expertise are the bases for our past and future successes.
- Integrity: Our customers depend on the quality of our juice products. Our commitment to the highest standard is the foundation of our customer's trust in WBD. Delivering freshly made juice to consumers depends on extensive cooperation and mutual reliance between supplier and retailer. We stand behind our product, our service and our word.
- Reputation: Our juices have a reputation on offering the most delicious, nutritious, 100% natural with no artificial flavors, colors and preservatives.
2.2 Marketing objectives
- Market Share Objectives:
- To gain 40% of the market for soft drink industry by August 2011.
- Profitability Objectives:
- To achieve a 10% return on capital employed by January 2010.
- Promotional Objectives:
- To increase awareness of the product on the market.
- Objectives for Survival:
- To survive the current market war between competitors.
2.3 Key success factors
Key to success for «WBD» will include:
- Providing the highest quality product
- Competitive pricing
- State of the art production and packaging technology is a must in this industry
- A strong distribution network
2.4 The demographics of customers
- Young professional, ages 25 45;
- Average income of $40,000+ a year;
- Involved in athletic activity;
- Shop in upscale health/natural food stores.
Products sold as fruit juices may be sweetened if the label states the presence of the added sugar or other wholesome, nutritive sweetening agent (saccharin is not a nutritive sweetening agent), but