Marketing Essay For Camel Milk Victoria.

Company Background

Discuss about the Marketing Plan for Camel Milk Victoria.

In this paper, the expansion-marketing plan of the dairy farm, Camel Milk Victoria, will be developed in Australia and overseas to increase the market of the company. This plan will cover the coming five-year strategy in which process the company will flourish its business in the new market.  Therefore, in this study the marketing plan for the company will be developed to expand their business by considering the well-established rivals in the new country.

Camel Milk Victoria is the dairy farm situated in Victoria, the southwest state of Australia, where the company sells camel milk and various products related to that to the people. According to Cravens and Piercy (2006), this is the first company in Victoria who has the license to sell the camel milk in the city. The main product of this company is the camel milk, which they claimed to sale as fresh with no additives as well as preservatives. Therefore, the milk that they sale is completely pure and natural. Along with this, the company sells a soap, which is made of some special ingredients for the sensitive skin types. In this company, all types of camels are available for sale. They sale female and male camels between the age group of 5-9 months old with halter and rope trained. Moreover, the company is selling and supplying camel milk, various products made from camel’s milk and camels too.

The current market of this company is operating mainly in the southwest part of the country to provide camel milk to the customers. In recent time, the company is doing well in their business, as the product is unique and helpful too. Therefore, the demand in the customers has increased for the camel milk and the camel milk products that can be used in various purposes. The market of this company is spread in the southwest part of country where the customers are mainly very health conscious and know about the usefulness of camels milk. Additionally, it is not only helpful for the health but it can be used to cure some diseases like diabetes, insulin problems, autism, food allergies, skin conditions, cancer and lactose intolerance. Therefore, the demand of the camel milk is increasing day by day among the customers of the country. The increased demand is creating the scope for the company to expand their business in the areas of the country where their stores are not reached still now. The aim of the company is to expand their existing market in the other parts of the country where the customers of this camel milk is increasing.

Current Marketing Situation

The company is now available in the areas of the country, mostly in the posh areas of the city Victoria, where the customers are aware of the usefulness of the camel milk. In this case, the company has expanded their stores in the areas of New South Wales, South Australia and obviously in Victoria. It has not its store in the areas of Sydney, Melbourne and in the northern part of the country. Therefore, the company is trying to expand their business now in the parts of the country where they have no stores but demand is high. The people of the places from where the company get online orders must be their target customers in this purpose. Therefore, they want to spread their business to the places where they can get these target customers.

The company is recently working in the areas of Australia where the people are more conscious about their health and fitness. Therefore, most of the people in the cities crave for the camel milk that is very helpful for the health. Therefore, the market of this company is now increasing in the places where they can get the customers who need the product of this company regularly. In this market plan, the company is setting a market procedure for next five years in which they can flourish their business to their target market.  

In the present time, the people are very conscious about their food habits. They always try to eat and drink those healthy things that will be useful for their health. The products that can harm their body and health are avoided in a top priority. The main product of the Camel Milk Victoria is the camel milk and products derived from the milk. Therefore, it can be said that the product is a very healthy drink for the people to include in the regular food habit. Along with this, there are many usefulness of the product in the medical purpose as it helps to cure many diseases. Therefore, if the company will expand their stores in more places of the country, then the people can easily get these benefits from the products of the company.

The main product of the company is camel milk. Along with this, the company sales the products made from the camel milk such as, soap, laundry powder, lip balm, camels etc. The feature and benefits of the products of this company is shown below:

Product	Features	Benefits
Camel Milk	The camels are fed regularly a mix of fresh grass, cereal hay, Lucerne, and grain. Therefore, the milk collected from these camels are very fresh, no additives and preservatives. It is also safe for human consumption as the milk is pasteurised at the gentlest of heat to kill the bad pathogens if any present.	The camel milk possesses substantially higher protein than the other milk. It has the antibacterial properties, which present in the other milk in a very low level. The milk is beneficial for the people as it contains 30% less fat and 40% less lactose than the cow milk. The milk is helpful for the patients who are suffering from the diseases like tuberculosis, cancer, autism, stomach ulcers and some more with improving the immune system.
Camel Milk Soap	The soap is handmade without any use of machine. Therefore, the usefulness of the camel milk is available in the soap. It is very moisturising without any aroma and suitable for sensitive type of skin. Therefore, using it the customers will not feel any irritation.	The soap is made from the camel milk and the moisturising nature of the milk is present in the soap. Therefore, it is beneficial for the skin patients who can use this soap without any irritation and skin disease.
Camels	The company also offers camels for sale. There are male and female camels between the ages of 5 to 9 months. The camels are also trained in halter and rope.	The camel is a very helpful animal for the people if it can be took care in a proper way. Therefore, the people who want to get the camel milk and also want to use the camel in their regular requirement, then they can easily use them for their personal as well as professional purpose.
Online Products	The company is also offering their products in their website where they are selling the products like camel milk, soap, laundry powder etc.	The people who do not get the reach of the stores of this company or do not avail the shop, they can get the products from the online. The delivery will be done in the right time without harming the product. Therefore, this is very beneficial for the customers who cannot get the access of the stores of this company but want to buy the products; they get their required products from the online system.

Market Description

Channels and Logistics Review

The Camel Milk Victoria has some strength in their products as well as has some drawbacks that have to be overcome by the company to get more profit in future from the business. As the company is trying to expand their business in the new places of the country, therefore, they have to first analyse the strengths and weakness of the organisation to segment their market for presenting their products in the right place on right time. This needs a very in-depth analysis of the recent market situation to implement a new market plan for the future five years to attain the desired profitability in business. Therefore, the strengths, weaknesses, opportunities and threats of the business have to be analysed first.

Strengths	Weaknesses
·         The company sells camel milk ·         The camel milk products are also sold in online ·         Produce health conscious milk products ·         Fast growing business in Australia ·         One of the most growing economy that is largest producer ·         Maintain the product quality ·         Trained staffs and good management group	·         Only sells camel milk ·         The products are very expensive ·         Weak organised retailing and established cold chain  ·         Unavailability of stores in some areas where the demand of the customers is very high
Opportunities	Threats
·         People turning health conscious ·         Fast growing economy of business ·         Expansion opportunity due to large market ·         Changing lifestyle and increasing preferences for milk and milk products ·         Increasing demand among the patients for which the camel milk is very helpful	·         Product quality ·         Expensive than the cow milk, goat milk ·         Drought and flood and other natural disaster ·         Diseases among the camels ·         Unhygienic practices by the farmers in the camel farm ·         Uncontrolled use of the antibiotics as well as medicines

The SWOT analysis is showing that the company has some opportunities to expand their business with using their strengths and avoiding the weakness. This will help them to plan the market strategy for the next five years in which way they will lead their business operations.

Strengths – The Company has one of the most important strength that it sells camel milk, which is itself a very useful product. Therefore, the company can expand their business based on the product made of camel milk fir the health conscious consumers.

Weaknesses – As the company only sells the camel milk, therefore they have no opportunity to expand their business in other products than camel milk. Therefore, the product is very expensive. Along with this, the company has a weak organisation chain that prevents them to expand their business. Therefore, to overcome the weaknesses the company has to avoid these problems before developing the expansion-marketing plan.

Opportunities – The people are changing their life style and tending to get a healthy and fit life. Therefore, they want to take some drink that will be helpful for their health as well as give a nutritious advantage to the immune system. The camel milk is the best that suits the customer’s requirements and expectations to become healthier. Therefore, in the places where the company has no trace of stores then the customers will get more opportunity to buy the camel milk. It will increase the economy of the company. 

 Threats – The Company has the threat from the other dairy farms that sells their product in a low price than camel milk. As it is very expensive then not all type of customers can afford it. Therefore, it has the threats from the other companies that sell the same dairy products of cow milk or goat milk. Therefore, to expand the business the company has to increase the quality of their products as well as the distribution procedures. 

Benefits and Product Features

The company has to develop the marketing plan for the next five years. Therefore, they have to determine a set of objectives to attain the desired business expansion. The objectives are –

• In the first two year, the company will focus on the market research to find out the places where they can get their target customers to open new stores there.
• In the next two years, they will focus on the establishment of the store in the places where they think that they will get the opportunity to sell their products.
• In the last year, the financial incensement will be getting the focus for the company to get their desired profitability.

The company has only the issue in expanding their business is that they have already set their reputation among the customers. Therefore, while expanding they have to take care of their product quality that should not be affected by the expansion policy.

The marketing strategy for the company to expand the business in the areas of Australia and overseas, the company needs to select their preferred target market in the area. The company is mainly targeting the people who are more health conscious and always eat or drink healthy things for remain fit. Therefore, the main aim of this expansion strategy is to reach their products to the customers who wanted to drink camel milk for being fit. Along with this, the company’s aim is to reach the milk to the patients who are suffering from the diseases like diabetes, TB, Cancer, autism etc.

The company will sell their main product camel milk to the customers in the new places. The company is mainly opening new stores in the areas of northern part of Australia where the company has no stores still now. It has been observed by the company authority that the customers are demanding the camel milk and the other product of them to become healthier. Therefore, they are offering the customers, who are their regular customers in the online business, half litre camel milk free in the first purchase from the new store. The products will be provided with proper packaging with the logo of their company that is a photo of camel. The camel milk soap will be also packed in a proper package and it is given a shape of camel to attract the customers.

The products of Camel Milk Victoria are normally very expensive than the other milk such as,  of cow or goat, Therefore, the company will offer a discount in their price level in the first three purchases. In the new stores of the company, when the customers will buy the camel milk and the other products, then they will get a discount in the price of the milk. Generally, the price of 1 Litre packed camel milk in bottle is A$21. There is a special offer for the regular customers of the company. The customers who are the regular consumer of the camel milk and other camel milk products will get a gift hamper with every purchase from any new store. These prices reflect a strategy of attracting desirable channel partners.

Product Review

The distribution strategy helps the organisers to understand the process in which way they will sell their products. During the first year, we will add channel partners until we have coverage in all major metropolitan markets and the product is included in the major electronics catalogues and websites. We will also investigate distribution through mobile phone outlets maintained by major phone carriers.

By integrating all messages in all media, we will reinforce the brand name and the main points of product differentiation. Research about media consumption patterns will help our advertising agency choose appropriate media and timing to reach prospects before and during product introduction. Thereafter, advertising will appear on a pulsing basis to maintain brand awareness and communicate various differentiation messages. The agency will also coordinate public relations efforts to build the Sonic brand and support the differentiation message. To create buzz, we will host a user-generated video contest on our website. To attract, retain and motivate channel partners for a push strategy, we will use trade sales promotions and personal selling. Until the Sonic brand has been established, our communications will encourage purchases through channel partners rather than from our website.

Conclusion

While concluding the plan, it can be said that the marketing plan for the nest five year of Camel Milk Victoria will be beneficial to attain their organisational objectives. Therefore, the discussion of the marketing strategy can be helpful for the company to plan their next steps in what policy they will increase the market and will reach their target people.

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