MARKETING PLANNING FOR LIQUID GLUCOSE

OBJECTIVE
Create marketing plan for Gluco-One for the year 1996-97 to achieve steady growth in sales,
growth in price realization, and contribution per tonne

TARGET MARKET SELECT ION

PRODUCT DEMOGRAPHICS

Confectionary Confectionary
Pharma
(Organized) Unorganized

35k Tonnes/yr 65k Tonnes/yr 30k Tonnes/yr

7 big players Lot of customers MNC players

Key attributes Key attributes Key attributes

Quality conscious Low loyalty Quality conscious
Sensitive to Price conscious Leadtime
leadtime Quality conscious conscious
Flexible with Process oriented
pricing Customized
needs
Ok to pay for
services
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A-ONE SWOT ANALYSIS

Strength Weakness
• Breadth of Product Mix • Customized specs bad
• Product Quality • Drum leakage (second hand/ bad quality
• Continuous Supply • Communication between dealers/ small
customers
• Delivery bad for ABC (small customers)
• Packaging & Invoicing for MNC
• Higher Pricing
• Bad Communication with small customers
• Quality is not good in Hyderabad plant

Opportunities Threats
4-5% Growth in Confectionery Price Fluctuations
9% growth in Pharma High Shipment Charges
Beer Market Topiaca production

Based on SWOT analysis, Bigger customers in Confectionary (Organized)

& Pharma market are our primary target.

April 25, 2019 marketing planning for liquid glucose 1

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MARKETING MIX - EXISTING

Product Place Promotion Pricing

Sweets & Confectionery Directly to Regional marketing team Costs of A-one were
– both organized (about customers, high as compared to
Product managers to
35000 tonnes) and distributing competitors
evaluate customer needs
unorganized (about through agents,
65000 tonnes) through retail
consumption agents.
60% direct sales.
Remaining through
agents and
distributors

Annual consumption in Large customers Large customers are

India is Confectionaries are supplied ready to pay higher
has 85%, Pharma 10%, through tankers price for fluctuation of
and 5% other and Smaller maize
applications customers are
supplied through
drums

MARKETING MIX - RECOMMENDATIONS

Product Place Promotion Pricing

For Pharma – Quality Direct sales ~ 90% Direct sales team 1750$ contribution for
Control - 0% Starch & direct customer
Strong focus on Sample quality checks to
Protein in liquid glucose
B2B direct selling Pharma Drum + other
Clean MS Drums specification costs
Improve communication
carrying single batch (Passed on to
with customers
liquid glucose customer)
Monitoring Delivery
Tanks should carry
Schedule
appropriate labels &
Batch No.
Right packaging

April 25, 2019 marketing planning for liquid glucose 2

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Right mix as specified by

customer

April 25, 2019 marketing planning for liquid glucose 3