Marketing Plan for juice "Seila"
1. Marketing Plan1.1 Description of the CompanyWimm-Bill-Dann is the is the largest producer in dairy products and one of the leader children’s 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 WBD’s 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 Russia’s 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 rubleGroup gross profit increased 2.3% year-on-year to US$172.0 millionGroup 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 2010Group net income almost tripled to US$33.7 million from US$12.6 million a year agoNet 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 ServicesThe 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 analysisA 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 business’s most important strengths, weaknesses, opportunities and threats.StrengthsGood 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)WeaknessThe struggle to build brand equityOpportunitiesMore offerings in economy segmentMore price segmentationExpanding market shareThreatsHigh 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
