Iga Marketing Plan
Execute Summary
The purpose for this document is to describe, and provide a framework for an optimized marketing plan for IGA Australia entering into Chinese market in the period May 2010 to May 2013. The report offers a structure for developing, implementing and controlling IGA China marketing program for the international IGA brand, in order to achieve focal objectives as followed in this plan.
The Competitive Analysis points out the fact that the Retail Industry is dominated by 3 major competitors including Wal-Mart, Trust Mart and Carrefour in China.
The SWOT Analysis included, helps develop the following Marketing Objectives:
• First year in May 2010-May 2011, aim at $100,000 sales income
• Achieve 2012 sales target (3-7% increase from 2011 sales results)
• Increase market share by 5%
• Increase brand preference by 3%
• 6000 customers to visit Community IGA per month in each location
• Reach 60 customers traffic in IGA X-press per day; achieve 5% increase in sales every season
• Establish a loyalty program and acquire 3,000 new members per month in each city
The plan also states that the target market for aged 25-40 elite workforce who professionally employed and pursuit high quality lifestyle, living in economic booming cities in China.
The plan also lists the marketing objectives which help achieve effective outcomes. These result in developing communication activities which include Advertising, Sales promotion, Digital marketing, Events and Public relations.
Finally, it is mentioned that through Internal reporting, Survey, Website Visitor Trackers, Market Research, and Retail Measurement Reports, the Monitoring and Evaluation can be conducted.
1. Introduction
IGA organization is owned by Metcash in Australia, a South African-based retailer and wholesaler. The company supplies groceries, promotional materials and other things to a large number of locally owned Australian supermarkets, and a few smaller chains. IGA has three
The purpose for this document is to describe, and provide a framework for an optimized marketing plan for IGA Australia entering into Chinese market in the period May 2010 to May 2013. The report offers a structure for developing, implementing and controlling IGA China marketing program for the international IGA brand, in order to achieve focal objectives as followed in this plan.
The Competitive Analysis points out the fact that the Retail Industry is dominated by 3 major competitors including Wal-Mart, Trust Mart and Carrefour in China.
The SWOT Analysis included, helps develop the following Marketing Objectives:
• First year in May 2010-May 2011, aim at $100,000 sales income
• Achieve 2012 sales target (3-7% increase from 2011 sales results)
• Increase market share by 5%
• Increase brand preference by 3%
• 6000 customers to visit Community IGA per month in each location
• Reach 60 customers traffic in IGA X-press per day; achieve 5% increase in sales every season
• Establish a loyalty program and acquire 3,000 new members per month in each city
The plan also states that the target market for aged 25-40 elite workforce who professionally employed and pursuit high quality lifestyle, living in economic booming cities in China.
The plan also lists the marketing objectives which help achieve effective outcomes. These result in developing communication activities which include Advertising, Sales promotion, Digital marketing, Events and Public relations.
Finally, it is mentioned that through Internal reporting, Survey, Website Visitor Trackers, Market Research, and Retail Measurement Reports, the Monitoring and Evaluation can be conducted.
1. Introduction
IGA organization is owned by Metcash in Australia, a South African-based retailer and wholesaler. The company supplies groceries, promotional materials and other things to a large number of locally owned Australian supermarkets, and a few smaller chains. IGA has three