MARKETING PLAN

1.0 Company Overview

Founded in 1984, the creator developed the all-natural ice cream due to his
desire to meet his wife’s craving for frozen treats. Since his wife is allergic to artificial
flavorings, he thought it best to develop his own concoction of ice cream made from
the freshest, best quality ingredients available.

The ice cream was first sold exclusively in a small ice creamery in Christchurch
in the South Island of New Zealand. In 1984 Rael Polivnick met the founder of New
Zealand Natural in a flight from Australia to New Zealand. Rael, seeing the potential,
purchased the rights to open a New Zealand Natural store in Sydney’s famous Bondi
Beach in 1985.

In 2005, Emerald Foods purchased New Zealand Natural from Polivnick. It is run
by local entrepreneur Diane Foreman. It is one of the leading ice cream brands in
New Zealand and Australia, and is also represented by more than 800 retail outlets
located in more than 24 countries around the world, including Australia, Hong Kong,
Singapore, Thailand, China, USA, Russia, and United Arab Emirates.

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Despite previously being under Australian ownership for almost 20 years, the ice
cream has always been made with fresh dairy cream from the free roaming happy
cows that feed on the green, unpolluted pastures of the “land of the long white
cloud”, New Zealand.

Company Mission:
To provide premium quality products to our customers thus creating an
enjoyable and memorable experience

Company Vision:
To become the leading brand of premium natural ice cream in the country

2.0 Situation Analysis

Our company is now on its 9 th year in the market. We distribute our products in
selective areas and stores in the Philippines. The brand has been yet unknown in
other market segments, due to lack of advertisements. As a franchise of this
company, brand awareness will greatly increase our sales.

2.1 Market Summary

NZN Ice Cream Inc. has sufficient information about the market and
knows a great deal about the common attributes of the most choice of
customer. This information will leveraged to better understand who is served,
what their specific needs are, and how the company can better communicate
with them.

2.1.1 Market Demographics

The profile for the typical customer consists of the following
geographic, demographic, and behavioral factors:

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Geographic
NZN Ice Cream Inc. main office is located at Suite 1104B State Center
Condominium 333 Juan Luna Street, Binondo Manila. And have a branch
store located in 2nd floor Glorietta 2. The product is also available in the
supermarkets like Robinson‘s and Rustans in Metro Manila, and Shangri-la
hotel and casino in Mactan, Cebu.

Demographic
 According to Philippine Statistics Authority, there are estimated 65M
Filipinos ages 20 years old and above in the year 2019.
 Based on the 2017 survey conducted by Social Weather Stations it
shows that the high income A and B classes represent only 1% of the
families in the Philippine population.
 There is an almost ratio between male and female consumers.
 According to International Diabetes Federation there were over
3,721,900 cases of diabetes in Philippines.

Behavior
 Consumers prefer to buy premium quality products.
 Consumers being healthy conscious.
 People are accustomed to eat dairy products like ice cream and it has
become a culture to them to eat ice cream.

2.1.2 Market Needs

Consumers today are highly conscious regarding the nutrition value
and ingredients used in food. As a result, organic ice cream industry players
are also making use of improved biological ingredients and are promoting
the conservation of biodiversity by sourcing natural ingredients. This has

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immensely contributed to the upsurge of organic products in ice creams,

yogurts, and other dairy products.

2.1.3 Market Trends

In the recent past, ice cream has earned the reputation of being a
sugar-loaded, nutrition-void calorie bomb. However, the traditional ice cream
market has encountered challenging conditions in more matured markets
due to rising diet-consciousness and healthy lifestyles. Such growing
concerns have influenced the food industry marketers to astutely churn out a
variety of healthier, yet decadent frozen treats to please the modern
consumers. As a result, the rising preference for nutrient-rich ice cream has
made a subsequent impact on the growth of organic ice cream industry.

Premium ice creams, with the presence of naturally processed

preservatives and sweeteners, have become popular amongst the health-
conscious consumers over the regular ice creams. Consumers are also
seen spending generously on high-quality ingredients, which will propel
organic ice cream growth over the coming years.

2.1.4 Market Growth

The global sales of ice cream exceeded 23 billion liters in 2016 and the
total spending was recorded over USD 55 billion for the same year. These
numbers reflect the growth potential of the ice cream market and the
numerous opportunities for expanding organic ice cream industry size.
Global Market Insights, Inc., reveals that the organic ice cream market
managed to muster USD 850 million in 2016 and is further projected to
record over USD 1.2 billion by exceeding a demand of 245 kilotons by 2024.

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2.2 SWOT Analysis

Strengths
1. The product contains natural and fresh ingredients and 100% made
from New Zealand.
2. Wide variety of unique ice cream flavors.
3. The products have health benefits.
Weaknesses
1. Lack of advertisement campaign.
2. Low brand recognition.
Opportunities
1. Meteorological condition: Summer season in the Philippines are
favorable to the ice cream consumption.
2. Large young population
Threats
1. New products from rival firm
2. Intense competition in the market from international and local ice
cream products.

2.3 Competitors
When researching the industry outlook, we looked at what New Zealand
Natural’s competitors would include. There are four main ice cream
companies that we feel will be in direct competition with our product. The
four we researched are Sebastian’s Ice Cream, Carousel Creamery, Merry
Moo Ice Cream, and Papa Diddi’s Handcrafted Ice Cream.

Sebastian’s Ice Cream was first established in 2005, has continued to

keep reinventing the wheel when it comes to local Artisanal Ice Cream. It’s
been 14 years since their inception, and they still continue to impress with
their genius innovations.

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Carousel Creamery has scooped ice cream, is constantly offering new

flavors and improving current flavors and now has 101 ice cream flavors but
they also serve meals.

Merry Moo Ice Cream is a newly established homemade ice cream

business. Merry Moo ice creamery churns for fresh, yummy, and fun ice
cream.

Papa Diddi’s Handcrafted Ice cream is a family owned and operated ice
cream shop. Its homemade and all-natural ice cream, which the ingredients
are all proudly locally produced by farmers from Mountain Province, Nueva
Ecija, and Laguna. They can develop creative and original flavors that will
surely suit individual customer tastes.

2.4 Product Offering

New Zealand Natural product includes indulgent ice creams, sorbets
that are 99% fat free and scooped frozen yoghurts, which are 97% fat free
and contains healthy yoghurts culture that are probiotic and said to aid
digestion. It has an extensive range of premium all-natural ice creams. Our
award winning flavors such as Strawberry Surprise and Hokey Pokey
(Butterscotch) are worth trying.

2.5 Key to Success

 Introduce the product to attract larger market
 Conduct an extensive marketing activity (e.g advertisements)
 Make the product available in nationwide

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3.0 Marketing Strategy

NZN Ice Cream Inc. strategy will be based on communicating NZN’s value to the
targeted segments.

3.1 Marketing Objectives

 Increase average customer purchasing budget by 50% by training our
salespeople the skills of selling and suggesting products to customers
on what they want.
 Acquire new and potential customers through Ads online (Youtube,
Facebook, etc)
 Build FB page and Instagram to have easy access for the customers
on our products and the benefits that it has for them.

3.2 Financial Objectives

 Get the 1.8% of the total market share in the ice cream industry in the
Philippines in the next 2 years.
 Get the 10% of the CAGR (Compounded Annual Growth Rate) of ice
cream revenue in the Philippines in 3 years.
 Less advertising cost through social media

3.3 Target Markets

Demographics
 20 years old and above
 For all gender
 Classes A & B

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Psychographics
 Health conscious people mostly at ages 25-35 yrs. Old and
above switch to natural/organic products
 People crave for sweets/desserts after eating meals

Geographic
 Metro Manila
 Outside Metro Manila
Groups
 Families w/ Children
 Label Consumers
 Savvy Organic Consumers
 Anti-GMO Consumers
 Health conscious people
 Diabetic People
 Weight Conscious
 People with GERD
 Pregnant women

3.4 Positioning
New Zealand Natural Ice Cream is a premium quality brand when it
comes to ice cream since it is 100% made in New Zealand. Our consumers
would guarantee it pure, by experiencing the natural tastes of flavors our ice
creams have.

3.5 Strategies
Pricing Strategy
 Product line pricing strategy

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Brand Building Strategy

 Advertise through social media
 Maintain a consistent brand voice and image
 Make info graphics on health tips and benefits using our product
and post it through a facebook page

Distribution Strategy
 Selective Distribution

Referral Strategy
 Give exceptional product experience or service
 Train employees the skills of sharing the benefits of the product

3.6 Marketing Program

“NZN’s Online Invasion”

Checklist Schedule
January 2020
 Hire three (3) freelance Graphic Designer to make digital posters
 Conduct a research about the nutrition facts of each flavor of ice
cream until the end of the month

February 2020
 Combine the ideas, concepts and data accumulated with the
designers (designs must be integrated with summer season them
and should be creative and informative)
 Design each flavors of ice cream (30 flavors = 30 digital poster)
 Submission of designs would be 30 days prior to the summer
season
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March 2020
 Start of summer season
 Launching of designs Facebook post using the company’s page
and other social media platform such as Instagram, Twitter and
Youtube posts.

Costs
Graphic Designers…………………………………… (3) (P140.60/hr)
Facebook Ads………………………………………… ($1.72=P87.89/clicks)

4.0 Financial

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4.1 Sales Forecast

Classes AB diabetic FB users in the Philippines (Luzon)
 57.6% (overall FB users in the Philippines) X 3,721,900 (Diabetic
adults in the Philippines) = 2,143,814 (FB diabetic users)
 2% (Classes AB, are all in Luzon) X 2,143,814 (FB diabetic users)
= 42,876 Potential Consumers with diabetes has FB
 42,876(Potential Consumers with diabetes has
FB)xP129(100ml/Sorbets) = P5,531,004 Potential Additional
Income