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Nadec
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Analyze Marketing Plan of a Product
Example : POTATO / BANANA CHIPS
Principles Of Marketing MKTG 301 or
BUS154
10/12/2013
Spring 2014
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student name
student ID
SUBMITTED To
Dr
Assisstant Professor, Business Administration
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Market Analysis & Product
You must be answered for this question’s
•What are the trends used in my product?
•Who are the customers?
•Where the place of competition? Target
market?
•State of the economy in this place?
•How will you promote my product all year
round?
4. Analyze Marketing Plan of a
Product
Overview
• Background and Methodology
• Reaction to Terms and Messages
• Opportunities/Barriers to Marketing.
• Key Findings
• Implications
• Discussion
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•Product Attributes:(. Nadec)
Describe the main product features, major benefits
received by those using the product, current branding
strategies, etc. example . Nadec shareholders
The company's products are divided into three main
products: Dairy products and derivatives: (milk,
fresh milk, long-term milk yo gurt). Agricultural
products (wheat, feed vegetables fruits honey dates).
Syrups and juices include long-term and fresh juices
such as: (apple orange guava
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Begin market planning by clearly identifying
the market you want to target.
Answers to the following four key questions:
1. Who will buy my product?
2. Why will they buy my product?
3. What will they pay for my product?
4. Where do they expect to find this product?
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Market Analysis: What is my Target Market?
A target market is a well defined group of customers.
Markets can be found within any broad category:
consumers, businesses, industries, institutions, etc.
Consumer groups, for instance, can be characterized by
demographics, geography, lifestyle, values, leisure, or
occupation. Business customers can be defined in terms
of markets, products, management styles, distributions
channels or size. Value-added product marketing
includes the end consumers of your product/services and
the businesses that may distribute and sell your product
to the end user.
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Strategies and methods of distribution
Distribution methods used at Nadec
When designing Nadec for its distributional they bear in mind the two policies for
distribution is the first in: Market Coverage Policy horizontally In this policy
Nadec follow two paths:
The first way: mass distribution
Means the distribution of mass among Nadec delivery of dairy products and
derivatives and juices also for all retailers of food and used this way because
most of the products Nadec can be incorporated within the goods soft, adding
that the advantage of being easy replacement, as they do not need to after-
sales services of all these characteristics forced them to choose this way of
horizontal distribution.
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The second way: selective distribution
We mean it when Nadec pick some food retailers
to display some of their products they have, and is
often used this way with most agricultural products
such as dates, and olive oil. And to cooperate with
these traders Nadec with respect to the quantities
required.
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•Who is the competition and what
do they offer?
•What makes your product better?
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The second policy can be translated into: Politics market coverage vertically
In this policy, follow Nadec four ways: -
The first way: direct distribution It uses with financing projects (CATRING) that
serve the industrial consumer, such as: hotels, restaurants, military colleges,
hospitals, schools and government ministries, and due to the need to sectors such
huge amounts of products. Previously, this line also serves the final consumer by
creating outlets directly subordinate to the Nadec but due to the lack of usefulness
has been closed.
The second way: a consumer product retailer This is the road is the main and
most importantly, to the fact that products Nadec fresh and perishable so it does not
have to be refrigerated in the shelves suitable for, and in the case of non-availability
of refrigerators with the Broker guarantees to maintain the level of quality year with
Nadec they are in this case to provide the mediator with refrigerators affiliates until
ensure a certain level of quality.
Third Way: The product wholesaler retailer consumer.
This road is used in goods such as long-term: long-term milk and some cheeses,
and so being able to endurance products and therefore used this line for Nadec load
distribution costs on more than one distributor which ensures the arrival of the
product to the consumer at the lowest possible price.
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Fourth Way: The product and the consumer
retail agent.
It uses this road on a limited scale, especially
outside the Kingdom of Saudi Arabia, such as
Syria, Jordan, Lebanon, and to the need to
control directly, which means that the company
will be forced to open branches in these countries
and thus bear additional costs, in addition to the
market of these countries is not considered an
opportunity feasible to establish Mcharba where .
Featuring the fourth road from the rest of the
methods used at Nadec that serves the export
activity
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Distribution lines used depending on the
size distribution outlets:
Financial Analysis : key accounts
(A)(payment on credit)
(B) cash van (Cash)
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Mechanism to deal with salesmen
Relationship with intermediaries
Transportation and storage:
Supply and arrangement
1) Classification by products ( groups ) such
as dairy products, which are arranged as
follows:
a. Full -fat .
b. Low-fat .
c. Skimmed
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2) Sorted by color gamut ,
and is often used with juice
products , and are arranged
starting strong vivid colors
and finishes brightly quiet .
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3) Classification according to
promotional offers , and we
mean to highlight the products
undergoing Offers and activation
process for sales from other
products .
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Promotional activity :
Advertising and care programs,
and participation in exhibitions
and conferences ... This is what
we call the promotional activity ,
how is cooperation between
Nadec and intermediaries in this
sensitive side of the marketing
process ?
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Used Nadec promotional gifts in
abundance in the line (cash van) so
as to gain the loyalty of small retail
shops and to increase interest in
products Nadec and displayed better
, but in line (kay accounts) often
prevents departments stores
subsidiaries from taking such gifts in
order to oppose this measure with
the most policies of major retailers .
