The Marketing Plan for Enterprise Foods: Analytical Essay

Quality Production: Their factory is the heart of safety, which is why they have a rigorous food safety programme that detects and control their food safety risks.

Delivered Safely: All delivery trucks are thoroughly cleaned and checked that the correct temperature is maintained for both frozen and chilled products.

Full Traceability: They carefully control and manage their entire sourcing and manufacturing process, right from the beginning, right to the point when the final packaged product is sold to the consumer.

Enterprise Foods recognises that they need to build quite a lot of trust with their consumers and with the South African public in general after the Listeriosis outbreak in 2018. They need to give the public assurance that they can be trusted again.

Enterprise Foods has also committed to playing a leading role in driving a multisectoral approach, aimed at enhancing food safety in the country. They recognise the tremendous responsibility they have as a business to move beyond compliance and the standards we have in South Africa and to be at the forefront of solutions that give assurance to all South Africans - whether they eat Enterprise products or not. They need to ensure that the food safety system is robust. They launched the Centre for Food Safety, in collaboration with the Stellenbosch University on the 6th of November 2018.

Segmentation, targeting & positioning

Market analysis

Enterprise Foods manufactures chilled processed meat and canned meat products and is probably the biggest name in the cold meat industry. Their competitor is RCL Foods (“RCL”). According to the RCL Foods Website (2020), RCL Foods was formerly known as Rainbow Chicken Limited. As we note, the company RCL Foods has become a much larger and a more diversified food group over the last few years. Remgro is still the controlling shareholder of the RCL Foods group. It seems like Enterprise Foods were reaching the same target audience through their website and instore advertising. Enterprise Foods is not taking advantage of the of the fact that their target audience and potential new target segment spends most of their time on their cell phones and online which can become a medium that they can exploit to reach their intended target audiences. Despite Enterprise Foods’ dominant position, the company should be mindful competitors obtaining a higher market share.

Segmentation

Enterprise Foods sells more than processed meat; it sells a story of convenience over the years.

Demographic: Their primary target market is normally buyers between the ages of 30 – 50 years old. Mostly mothers and fathers who do monthly grocery shopping. They don’t really exclude any of the social classed but appeals more to the lower and middle classes due to their products being well-priced. Ethnicity and race are also not part of their segmentation as they have a variety of products and as such appeals to all races and ethnicities. To sum it up, they don’t have a specific target market; they target a country-wide diversified market.

• Geographic: It target the whole South Africa.
• Psychographic: They target households with children who wants quick prep food. They sell the image of convenience.
• Behavioural: There is an increasing trend towards convenience. Everybody has major time-constraints.

Current target market

Enterprise Foods target different markets at the same time. They reach their target market in hundreds of Super and Hypermarkets all over South Africa.

• 30 – 50 years old
• Women & men
• Household income 20k – 30k
• 60/40 Married/Single
• Many have young kids

Potentially new target market enterprise foods can expand into

The Health-Conscious younger market that is looking for nutritional and convenient food. For the purpose of this assignment I have labled this group as the Young Explorers.

Demographics of the Young Explorers

20-30 years old

Men & women (female skewed)

Personal income 20k – 30k

Mostly Single

Career driven

Psychographics

• Fitness & Health conscious – and it all happens after work.
• Love convenience.
• Search for culture.
• Cool, active and socially aware.
• They like the latest of everything and trying new things.
• Digital natives.
• Keep it real – all about authenticity.
• They love a story with a rich history.

Positioning

Enterprise Foods will add to their product range to position themselves as a contender in the healthy foods options. To achieve this positioning, Enterprise will leverage their competitive advantage that they currently enjoy within the chilled processed foods market. Enterprise Foods will attempt to leverage this position to establish and solidify the brand in the market as well as introduce a new health food product range to the younger market. They will also continue to price themselves competitively against their competitors RCL Foods.

Competitor profile

• RCL Foods is the main competitor for Enterprise Foods.
• In the RCL Foods Group, Rainbow Chicken’s, Simply Chicken range is the direct competitor.
• Rainbow Chicken (Simply Chicken) product range is: Steaklets, Viennas, Nuggets & Polony.

Media planning for enterprise foods to position it as a healthy food brand

Marketing objectives

According to Alexa Internet (2019), a list of strategic and clearly defined marketing objectives are at the core of any great marketing plan. Marketing objectives can be defined as the goals that a company wants to reach. The marketing plan is there to outline the intentions of the marketing team and gives a clear plan of action and execution.

As highlighted by our lecturer Zane Dippenaar, all marketing objectives must be SMART.

• S for Specific: Meaning the objective much clearly defined so that the full team understands the objective and why it is important.
• M for Measurable: You need to be able the measure your success at the end of the campaign.
• A for Achievable: Can the goal actually be reached by the team and is it within the team’s capability or is a pie in the sky objective that only looks good on paper.
• R for Relevant: Does the objective relate back to the company and the brands purpose statement. If not, scrap it.
• T for Time-Bound: There must be a timeline to each objective. Meaning there must be a start and an end date.

The objectives for Enterprise Foods, to introduce their new product line will be:

• Enterprise Foods intent to increase sales by 25% by introducing a new target market not previously explored to their current market.
• Enterprise Foods will aim to increase their market share by 10% within the next financial year.
• Enterprise Foods will aim to increase the basket spend of their current customer by 10% by the introduction of their new healthier product range.
• The firm is also committed at ensuring that their safety measures put in place comes through in all their messaging.

Marketing strategy

The primary objective is to position Enterprise Foods as the leader in the supply of chilled processed meat products and for Enterprise Foods to be the preferred product of consumers. To achieve this, Enterprise Foods must market more aggressively and make digital marketing part of their advertising medium mix. Their marketing plan will seek to first intensify customer awareness of their current offering, and secondly bring awareness to the new healthier food products that they want to add to their current product range. Their aim is ultimately towards building strong customer loyalty and bring the trust back that they have lost over the Listeriosis outbreak.

The message that Enterprise Foods will be going with is: “Quality you can Trust & Taste”. This message will be communicated by several methods of communication.

Marketing mix

Enterprise Foods marketing mix comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.

Product:

Enterprise Foods will ensure that their product is of high quality. To ensure this the company with always communicate their 7-Step quality check that they have implemented 2 years ago.

Pricing strategy:

Considering the actual fact that Enterprise Foods is introducing a brand new product into the market, the management of the corporate will conduct a competitor and a consumer research. The target of the competitor marketing research is to spot the pricing strategy of other firms within the industry especially of their competitor RCL Foods. This can aid the team with the process of formulating its own price strategy. On the opposite hand, consumer research will aid the company’s team in determining the price sensitive nature of the shoppers. The research will equip the company with findings the team can use to formulate an honest and informed pricing strategy. In its effort to enter a new market with an additional product and entice their current market, the management of Enterprise Foods will incorporate the concept of penetration pricing strategy. This involves setting the price of its products at a comparatively low level compared to its closest competitors. As a result, the new product will appeal to a large range of consumers considering the fact that buyers are price sensitive, especially the new target market they wish to entice.

Promotion Strategy:

The success of each company and product heavily depends on how much market awareness they will create through effective communication. Seeing as Enterprise Foods will be venturing into a completely new market, comprehensive market awareness will be necessary. Enterprise Foods marketing team formulated a robust and comprehensive marketing communications plans. The team will incorporate various market communication methods which include advertising, packaging and advertising. Marketing communication through advertising will integrate various mediums. These include television, radio, outdoor advertising through use of billboards, medium like newspapers and magazines.

The management team of the Enterprise Foods realized that it can attain a high level of revenue through incorporation of the emerging Information Communication Technology (ICT). As a result, the team will combine digital communication to their advertising platforms. This is also very necessary as the market they will be looking at targeting is always online. Focus will be placed on updating their website, making it more user friendly. Use of internet advertising will enable the corporate to reach a wider range of consumer. The company will also partner with search engines such as Google and Yahoo. The contract will enable the firm to post information regarding Enterprise Foods on these sites.

Social media marketing will place a huge role in creating market awareness. These tools include YouTube, Facebook and Instagram. YouTube is an efficient market awareness tool since the company will post the short video of the new product line on You Tube. This will ensure that potential customers see what the company offers as well as view the new product offering. YouTube is also very cost effective. Their website will also be used to promote their new product range. To ensure that market awareness is well created, the team will also integrate outdoor advertising. Outdoor advertising will be in the form of billboards.

Distribution Strategy:

According to Farooq (2019) product distribution is very important in ensuring that a product is easily accessible in the market. Simply put, a distribution strategy is the way in which you make the product available to the consumer. The team of the Enterprise Foods is committed at ensuring that the new product is easily accessible to the entire market. To attain this, Enterprise Foods has formulated a comprehensive distribution strategy.

According to Farooq (2019) a good distribution strategy should have the following objectives in mind:

• Movement of Goods;
• Availability of Goods;
• Protection of Goods;
• Cost Reduction &
• Customer Satisfaction.

Enterprise Foods will use an Intensive Distribution Strategy to ensure that their products are being available to the most number of consumers possible. Enterprise Foods new product will be supplied to wholesalers, supermarkets, hypermarkets and retailers in the entire domestic market.

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Organization, Implementation and Control:

In order to ensure effective launching of the new product, Enterprise Foods’ management team has set a substantial amount in its marketing budget as illustrated below.

Cost Item Cost in Rands

Print Advertising (Newspaper, Magazines) 90 000

Online Advertising (YouTube, Instagram, Facebook & Mobiles) 150 000

Internet Marketing (Yahoo & Google) 50 000

Broadcast Advertising (TV & Radio) 200 000

Outdoor Advertising (Billboards) 50 000

TOTAL SPEND 540 000

Marketing research

During the initial stages of the marketing plan development, Enterprise Foods held several different focus groups with current and prospective customers. The goal of these focus groups was to solicit a significant amount of information from current and prospective customers.

Enterprise Foods were very careful with choosing a facilitator for these focus groups. The goal was to ensure that the results were as valid and credible as possible in order for them to use the findings to make strategic decisions. The groups ranged in size from seven to nine people from all races. The focus groups were videotaped to allow Enterprise Foods to review the content carefully after the research was conducted. Overall, the focus groups provided Enterprise Foods with a wealth of insights that were instrumental for them in launching their new product range to a new target market and growing their current market.

Developing and implementing media strategies

Encourage brand awareness and develop a cohesive message that encourages engagement. Use traditional mediums which includes print media, broadcasting and outdoor advertising to drive consumers to online media which is mobile, website and digital media. The aim is to increase market share.

The media mix (IMC)

According to News Old Stamp (2020), generally speaking, a marketing media plan could be a tool devised as a result of selecting the channels for content distribution and establishing its frequency. It exists as a visible aid to assist content marketers to implement their marketing strategy. The aim of creating a media plan is to deliver the message to the audience over time and to work out the most effective ways of doing it.

Our target market as well as our marketing objectives has been outlines above already. As a refresher we are targeting the younger market between the ages of 20 – 30 years old and we are calling them the Young Explorers.

The media mix enterprise foods will be using

Interactive Mobile Opt-in Notification – Customers will receive Enterprise Foods updates, promotions and discounts. This enabled Enterprise Foods to collect data and communicate with this audience again.

Blogs - Consumers have access to participate blogs initiated by Enterprise Foods to discuss products, share recipes and share healthy tips. The aim is to entice the customer to buy the product and make them feel like part of a community. People love to have a sense of belong. Social Networking Advertising – This will be through Facebook, YouTube and Instagram. These platforms will be used to drive users to the Website of Enterprise Foods and their products.

Email - Consumers can register to receive notifications and updates.

Website - The Enterprise Foods website will be designed for maximum functionality. Links to sign up for the mobile announcements, social networking and emailers.

Print Media - Press releases about Enterprise Foods new product range. This will be through ads in popular newspapers and magazines.

The campaign combines using traditional advertising and integrating it with digital mediums of advertising in order to reach the new target audience.

Implementation of the media plan

It is all good and well to have a well-written and constructed marketing plan, but implementation of the marketing is probably more important. In this step of the process it is very important to ensure all parties who need to be aware of the plan have the necessary details in order to successfully execute the plan. In this phase the company is turning its plans into actions.

Implementation is paramount in contributing to the success of Enterprise Foods marketing plan. This is due to the fact that the likelihood of market failure is higher during the operational phase compared to planning phase of a campaign.

In its operation, Enterprise Foods team has formulated a comprehensive implementation plan which will ensure effective execution of the strategies developed in relation to marketing of the new product as well as the current product range. The company’s implementation plan has incorporated a schedule which defines the activities to be undertaken.

Activity responsible person timeline

Formulating the Marketing Plan Sheri Omoh 15 January

Selecting of the Team Jan Pierewiet 20 January

Launching the firm’s revamped website Clara Anna 25 January

Launch of promotional campaign (Television, Radio, Newspaper & Outdoor Advertising) Leipolt Van der Walt 1 February

Start of social media campaign Megan Trainer 1 February

The official launch of product in store Cassidy Times 10 February

The table above illustrates the activities which will be undertaken and the time in which they are expected to commence. This keeps everyone working on the project accountable.

Evaluate the success of the media plan

Evaluating the success of a campaign is important to measure whether we have reached our objectives as a company. You cannot consider yourself a great marketer unless your numbers add up to the objectives that you have set out at the beginning of the campaign.

For Enterprise Foods we will measure the success of the campaign as follows:

• Market Reaction – If our competitor, RCL Foods follows us in creating a healthier food options for the younger generation it means we have done well.
• Customer Response – This is asking consumer what they think of your marketing efforts and whether they have seen your campaign and how they feel about the campaign.
• Sales Performance – Sales should be only going one way and that is up.
• Return-on-Investment – Does the marketing investment bring in enough new or repeat customers to justify the expense of the campaign?

Marketing campaigns are the most difficulty campaigns to measure. Marketing is not really scientific, but a commitment to evaluation ensures that each effort can be properly understood, and future strategies can be developed based on performance of previous campaigns.

Conclusion

For most businesses, the end goal seems intuitive. Most businesses want to just sell their products and succeed in business and see money rolling in. However, a business owner with a marketing plan has a big advantage, because they know not only what they want to achieve but how they intend on achieving it. A marketing plan is very much like a road map to a destination. In this case it is a road map to achieving your objectives as a company. Not having a marketing plan in place would be stupid as without a plan you can derail your business.