Marketing strategies adopted by F&N Dairies
Introduction
Fraser and Neave Limited (F&N) has its origins, more than a century ago, in the spirited decisions of two enterprising young men, John Fraser and David Neave, who diversified from their printing business to pioneer the aerated water business in Southeast Asia in 1883. From a soft drinks base, F&N ventured into the business of brewing in 1931, dairies in 1959 and glass bottle manufacturing in 1972, property development and management in 1990 and publishing & printing in 2000.
A renowned brand that has since become a household name to many, F&N has established itself as a leader in the Food & Beverage arena in Malaysia since the 1930s. Beyond soft drinks, it has successfully ventured into beer brewing, glass manufacturing as well as producing, marketing, sale and distribution of dairy products such as milk drinks, ice cream, isotonic and Asian drinks, while building more and more reputable brands well recognized in the region.
Through the years, F&N's Research & Development team has undoubtedly demonstrated its commitment via a vast array of nutritional products of the highest quality to satisfy changing consumer tastes. This is affirmed by the Group's consistent dominance in market share across various products, such as sweetened condensed milk has close to 50% share in Malaysia.
In this paper, I will analyse the marketing strategies adopted by F&N Dairies and also I will suggests ways to further enhance it.
Analysis of the Marketing Strategies adopted by F&N Dairies
Marketing strategy is the long-term plan for developing a marketing mix that will achieve the organization's objectives by meeting the target market's needs. Marketing mix refers to a unique blend of product, distribution, promotion and pricing strategies designed to produce mutually satisfying exchanges with a target market. Distribution is sometimes referred to as place, thus giving us the four P's of the marketing mix: product, place, promotion and price.
Let us analyse each P's
Fraser and Neave Limited (F&N) has its origins, more than a century ago, in the spirited decisions of two enterprising young men, John Fraser and David Neave, who diversified from their printing business to pioneer the aerated water business in Southeast Asia in 1883. From a soft drinks base, F&N ventured into the business of brewing in 1931, dairies in 1959 and glass bottle manufacturing in 1972, property development and management in 1990 and publishing & printing in 2000.
A renowned brand that has since become a household name to many, F&N has established itself as a leader in the Food & Beverage arena in Malaysia since the 1930s. Beyond soft drinks, it has successfully ventured into beer brewing, glass manufacturing as well as producing, marketing, sale and distribution of dairy products such as milk drinks, ice cream, isotonic and Asian drinks, while building more and more reputable brands well recognized in the region.
Through the years, F&N's Research & Development team has undoubtedly demonstrated its commitment via a vast array of nutritional products of the highest quality to satisfy changing consumer tastes. This is affirmed by the Group's consistent dominance in market share across various products, such as sweetened condensed milk has close to 50% share in Malaysia.
In this paper, I will analyse the marketing strategies adopted by F&N Dairies and also I will suggests ways to further enhance it.
Analysis of the Marketing Strategies adopted by F&N Dairies
Marketing strategy is the long-term plan for developing a marketing mix that will achieve the organization's objectives by meeting the target market's needs. Marketing mix refers to a unique blend of product, distribution, promotion and pricing strategies designed to produce mutually satisfying exchanges with a target market. Distribution is sometimes referred to as place, thus giving us the four P's of the marketing mix: product, place, promotion and price.
Let us analyse each P's
Bibliography: Books 1. Rurs; Kirk Patrick, Marketing (1982), Little, Brawn & Company, Canada. 2. Michael & J.Baker, The Marketing Book, 3rd Edition (1995), Butterworth- Heineman Ltd Publisher, The Chartered Institute of Marketing. 3. Zikmund Danico, Marketing (1984), John Wiley & Sons. Inc Publisher. Online Materials 1. http://metro.thestar.com.my/news/2004/4/7661488.html [ 25 April 2004] 2. http://www.fraserandneave.com/fnn/overview.htm [25 April 2004] 3. http://www.fraserandneave.com/fnn/pdf/annual_report/2002/a2.pdf [25 April 2004] 4. http://www.euromonitor.com/Soft_Drinks_in_Malaysia [25 April 2004]