市场管理学essay/report/assignments/paper代写
Marketing Plan
Progress Report
Asaleo Care
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Program: Associate Degree in Business
Course: MKTG 1296 Marketing Principles
Teacher: Zlatko Muhvic
Date: 29/ 0 5/
Executive Summary
Asaleo Care is a market follower in an oligopolistic sanitary products Australian market with 21% market share, trailing the market leader Kimberly Clark and a nose ahead of ABC Tissues. The sanitary products market in Australia is a mature market with a negative growth attributed to unfavourable economic and social factors in macro-environment. Sanitary products are variety-seeking products with low involvement in the purchase and no significant differences between the brands, making it easy for consumers to switch among brands. Sanitary product market can be divided into four market segments: bargain hunters, brand loyal, environmentally conscious and premium preference with an opportunity to expand in the environmentally conscious segment.
Table of Contents
- Executive Summary
- Introduction – Company Background Market Overview Error! Bookmark not defined. – Definition of market category – Market Size – Market Potential – Market Structure – Trends – Competitors – Segmentation – Buyer Behaviour – Internal Analysis – a) Marketing Mix – b) SWOT Analysis……………………………………………………………………………………………… – Conclusion – References – Appendix A Competitor SWOT Analysis – Appendix B Competitor brand comparison – Appendix C Summary of market segments……………………………………………………………
- Figure 1 Market potential …………………………………………………………………………………………………. List of Tables and Figures
- Figure 2 Market share ……………………………………………………………………………………………………….
- Table 1 PEST analysis 6 –
- Table 2 Asaleo SWOT analysis……………………………………………………………………………………………
- Table 3 Kimberly-Clark SWOT analysis …………………………………………………………………………….
- Table 4 ABC Tissues SWOT analysis …………………………………………………………………………………
- Figure 3 Asaleo brands
- Figure 4 Kimberly Clark brands ………………………………………………………………………………,,………
- Figure 5 ABC Tissues brands ……………………………………………………………………………………………
- Table 5 Segmentation table …………………………………………………………………………………………….
Introduction
The purpose of this report is to analyse sanitary products market situation in Australia and demonstrate students ability to apply basic marketing concepts in this specific context. It outlines key information on the Australian sanitary paper market including its size, structure, potential, trends, competition, market segmentation and consumer behaviour. Data summarised in this plan were collected by secondary research. Data that were not available during the process of secondary research, were outlined through the use of an educated guess.
Company Background
Asaleo Care is one of the leading providers of personal care and hygiene products in Australia. Trading under the registered company name of Asaleo Care Ltd. (ASX:AHY), the product portfolio includes leading brands such as Sorbent, Handee, Purex and Libra with an exclusive licence agreement with Svenska Celluloska Aktiebolaget (SCA) to provide TENA and Tork products to the Australian market. In 2015 the company recorded a total revenue of over $623 million. Asaleos mission statement is to make it easier for hygiene, health and wellbeing to be part of everyday life ( Asaleo Care ). According to Asaleo Care website they defined four key strategies which are:
- Improved product range to fill segment gaps as well as expand to other countries such as Papua New Guinea and Pacific nations
- New innovations to improve and add to product features
- Improvements in distribution through the use of technology
- Improvements in manufacturing processes with better machine efficiencies and reduction in wastage
Definition of market category
The product range of Asaleo Care products can be placed in the sanitary paper market category.
Market Size
The sanitary paper industry grossed a revenue of approximately $2.2 billion in the 2014- 15 financial year. (Mullaly 2016)
Market Potential
According to Mullaly (2016) report (see Figure 1) the sanitary paper industry has seen an industry revenue decline of 2.0% over the past five years. Due to increased competition
from cheaper imported products the industry is expected to remain fairly flat over the next five years.
Figure 1 Market potential
Market Structure
The sanitary paper market is an oligopoly market as there are currently three major players in the market which are Kimberly-Clark Pacific Holdings Pty Limited (37.4%), Asaleo Care Limited (26.5%), ABC Tissue Products Pty Ltd (20.3%) and others (15.8%), which have a combined market share of 84.2%. (Mullaly 2016)
Figure 2 Market share ……………………………………………………………………………………………………….
Trends
The Sanitary Paper market is predominantly impacted on household disposable income. Consumers will either purchase cheaper supermarket brands or more expensive recognised brands depending on their disposable income. Strong brand loyalty has remained critical to brands such as Sorbent, as many consumers (specifically the older generation) remain loyal to brands they have become accustomed with. However, cheaper imported products are having a significant impact on local producer market share. The major political, economic, social and technological trends that have an impact on sanitary products in Australia are presented in the Table 1.
######## PEST ANALYSIS
######## POLITICAL ECONOMIC
- Federal and local manufacturing regulation (T)
- Occupational health and safety standards (T) – Increase in cost of raw materials such as wood pulp (T) – Cheaper imported and generic labels (T) – Fall in the Australian dollar (O)
Market share
ABC Tissue
Asaleo Care
Kimberly-Clark
Others
20.3%
37.4% 26.5%
15.5%
######## SOCIAL
######## TECHNOLOGICAL
- Consumer focus on quality (O)
- Brand loyalty (O)
- Population growth (O)
- Society more aware of environmental impact (O)
- Families seeking cheaper imported products, to save disposable income (T) – New technology to assist in the manufacturing process (O) – Improved logistic technology and online ordering systems (O)
T = Threat O = Opportunity
Table 1 PEST analysis 6 –
Competitors
There are two main competitors in the industry which are Kimberly-Clark Pacific Holdings and ABC Tissues Products. The competitors in this industries are including manufacturing sanitary products and wholesaling in Australia.
The major threat comes from Kimberly-Clark Pacific Holdings because of their market share which is 38.7% (Mullaly 2016). They are growing their market share and expanding their products every year. This company is ranked no. 397 out of the top 2000 companies in Australia (IBIS 2015). They are two different divisions for their products which are consumer products and business products. There are more brands under Kimberly- Clark for their sanitary products including Kleenex, Snugglers, Huggies, Pull-Ups, DryNites, Poise, VIVA, Cottonelle, Depend and U by Kotex. Their consumer products has wider range for adults and children including nappies, training pants and baby wipes.
( See Appendix A and B for competitors SWOT analysis and marketing mix analysis)
Segmentation
Through the use of market segmentation Asaleo Care divides their broad target market into smaller segments of consumers, businesses and countries with distinct characteristics or behaviors that require separate marketing strategies or mixes to create value for targeted customers and increase Asaleo Cares efficiency.
Geographic segmentation involves dividing a market into different geographical units. Asaleo Cares 2015 company profile reported sited on IBIS World showed that Asaleo Care has divided its market into four geographical segments. In ascending order of revenue; Unallocated (0.20%), Fiji (3.21%), New Zealand (24.86%) and Australia (71.73%). Given the cultural differences, each country can be reached more efficiently and effectively with products, services and marketing that match and appeal to their unique needs.
Demographic segmentation separates the market into segments based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, generation and nationality (Armstrong et al. 2012). Demographic factors are the most popular bases for segmenting consumer groups. This is because consumers needs, wants and usage rates often differ closely with demographic variables. Additionally, demographic variables are easier to measure than most other types of variables.
Age and Life cycle stage segmentation analysiss a market with the aim of directing marketing focus based on different age and life cycle groups. Consumers needs and wants change with age. Asaleo care recognizes this and focuses on three stages in personal care in the life cycle stage in an attempt to broaden their market. Baby hygiene is the first category of personal care products. Treasures, Asaleo Cares key baby hygiene brand includes nappies, nappy pants and wipes for babies and toddlers. Feminine hygiene is the second category for personal care products. Libra, Asaleo Cares key feminine hygiene brand consists of pads, tampons, liners and ancillary products (e.g. feminine wipes, feminine washes and heat patches) for women aged roughly 8-50 years old. The third category of personal care is incontinent hygiene. Tena, Asaleo Cares key continence hygiene brand is composed of incontinence pads, pants and liners for majority elderly men and women and the disabled. In each age and life cycle stage segment Asaleo Care has altered their marketing tools, mixes and products to meet the needs and wants of each segment.
Asaleo Cares feminine hygiene brand Libra created their I Am Fearless campaign to empower, inspire and connect their target market with other women doing extraordinary things. In addition to this, Libra had created their website http://www.iamfearless.com.au which is an example of Asaleo cares segmented advertising for young female adults.
Gender segmentation divides a market into different segments based on gender. Tena is launching a new digital campaign for Tena Men called Keep Control. It features a manly main character Sterling Gravitas who is able to tame a lion and complete a difficult parallel park urged men who have experienced bladder weakness to take control of the situation with the help of TenaMen. See a detailed market segmentation table in Appendix C.
Buyer Behaviour
Buyer Behaviour Sanitary products fall into the category of variety-seeking buyer behaviour. This involves the consumer having low involvement in the purchase, there are no significant differences between the brands of sanitary products. The cost of switching between products is low, so it easy for the consumer to switch between brands if they wish to. In a survey conducted last year of nearly 4,000 Australians 16 and older by Futures Co., a London consulting firm, just 37% of women said they have primary responsibility for shopping decisions in their household, while 85% said they have primary or shared responsibility. The respective figures for men were similar: 31% and 84%(Bialik, 2011). In order to encourage sales, we need to create strategies that will influence potential customers into product trials. Ad campaigns should be repeated and their message should be short so consumers can easily identify Asaleo Care products.
Internal Analysis
####### a) Marketing Mix
Asaleo Care predominately targets those consumers who seek quality over price and trust brand names such as Sorbent. Generally, this means tissue paper that is 2 or 3 ply and is conveniently located at leading supermarket chains such as Woolworths, Coles and IGA. These consumers are generally targeted with the use of TV (TVC) commercials and print advertisement. The current price (as of May 2016) for an 8 pack of Sorbent tissue paper is $6.05 ( see Appendix B for more) which is a similar price to competitor products such as Quilton and Kleenex.
####### b) SWOT Analysis………………………………………………………………………………………………
######## STRENGTHS WEAKNESSES
- 20.7% market share
- Locally run company
- Australian brand
- Extensive and diverse product and brand range
- Strong sustainability campaign
- Rise in input and supply costs
- Rise of availability and quality of imports at lower prices
- Public trend towards generic labels
- Substitute gaining a larger market share
- Lack of market penetration in baby cleaning and hygiene products
######## OPPORTUNITIES
######## THREATS
- Strengthening already strong market share in pacific countries
- Strengthening already strong image of environmentally conscious brand
- Continue to create and market new products to new demographics – They do not own market share majority – Biggest competitor is thriving – Decrease in industries revenue by 2.7 percent over the last five years – Consistent rise in input costs and substitute goods
Table 2 Asaleo SWOT analysis……………………………………………………………………………………………
Conclusion
This marketing plan outlined the current market situation in the sanitary paper market. It defined that Asaleo was trailing behind market leader Kimberly-Clark Pacific Holdings. Furthermore, this report identified number of opportunities for improvement Asaleo Cares
market positioning and therefore increase its market share in the future.
References
Armstrong, G, Adam, S, Denize, S, Kotler, P & 2012, Principles of Marketing , 6th edn, Pearson Education, Australia ISNB 9781486002696
Asaleo Care, https://www.asaleocare.com/about-us/, viewed 10 May 2016
Bialik, C. 2011, Who makes the call at the mall, men or women? The Wall Street Journal http://www.wsj.com/articles/SB10001424052748703521304576278964279316994, viewed 14 March 2016.
IBISWorld 2015, Kimberly-Clark Pacific Holdings Pty Limited – Premium Company Report Australia,<https://www.ibisworld.com.au/australian-company-research- reports/manufacturing/kimberly-clark-pacific-holdings-pty-limited-company.html> viewed 15 May 2016
Mullaly, J 2016, Sanitary Paper Product Manufacturing in Australia , IBISWorld Industry report, http://clients1.ibisworld.com.au.ezproxy.lib.rmit.edu.au/reports/au/industry/default.aspx? entid=162, viewed 15 May 2016
Appendix A Competitors SWOT Analysis
a) Kimberly Clark
######## STRENGTHS WEAKNESSES
- Number 1 market share in Australia with 38%
- Strong brand line-up including Kleenex and Huggies
- Operates throughout the world (particularly strong in North America)
- Strong distribution relationships with intermediaries including Woolworths, Coles and IGA – Rise in input and supply costs – Rise of availability and quality of imports at lower prices – Public trend towards generic labels – Private branded products from other supermarket chains such as ALDI – Rising administration cost – Struggling to increase revenue due to their already overwhelming maturity and saturation
OPPORTUNITIES
THREATS
- Expand into environmentally friendly products
- Increase distribution to new intermarries such as as ALDI
- Introduce tavel friendly products
- Subscription based tissue paper delivery
- Saturate the market in regional areas – Consistent rise in input costs and substitute goods – International brand entering the market particularly from Asia that are generally cheaper due to reduced manufacturing cost
Table 3 Kimberly-Clark SWOT analysis …………………………………………………………………………….
b) ABC Tissue
######## STRENGTHS WEAKNESSES
- Strong brand image
- Quality products including Quilton
- Existing environmentally friendly products such as EarthCare and Naturale
- Existing product range in other products categories such as detergents and home cleaning – Rise in input and supply costs – Rise of availability and quality of imports at lower prices – Public trend towards generic labels – Not as strong relationship with intermediaries such as Woolworths, Coles and IGA – Struggling to differentiate their products from competitors
OPPORTUNITIES
THREATS
- Strengthen relationships with intermediaries
- Enter new markets and other countries – Biggest competitor is thriving – Consistent rise in input costs and substitute goods
Table 4 ABC Tissues SWOT analysis …………………………………………………………………………………
Appendix B Competitor brands comparison
Asaleo Care
Figure 3 Asaleo brands
Sorbent toilet rolls product price
$6.05 for 2 Ply Extra Thick White Toilet Paper 8 Pack
$8.25 for 2 Ply Extra Thick Hypo Allergenic Toilet Paper 12 Pack
$8.25 for 2 Ply Long Roll White Toilet Paper 8 Pack
$11.00 for 2 Ply Extra Thick White Toilet Paper 24 Pack
Kimberly Clark
Figure 4 Kimberly Clark brands ………………………………………………………………………………,,………
Kleenex Cottonelle toilet rolls
$3.30 Kleenex Cottonelle White Unscented Toilet Paper 4 pack
$4.50 Kleenex Cottonelle White Toilet Paper 6 pack
$8.00 Kleenex Cottonelle White Toilet Paper 12 pack
$11.00 Kleenex Cottonelle White Toilet Paper 12 pack
$15.99 Kleenex Cottonelle White Toilet Paper Double Length 12 pack
ABC Tissue
Figure 5 ABC Tissues brands ……………………………………………………………………………………………
Quilton toilet rolls
$5.00 for 3 Ply Double Length White Toilet Paper 4 pack
$4.00 for 4 Ply White Gold Toilet Paper 6 pack
$9.50 3 Ply Floral Print Soft Double Length White Toilet Paper 9 pack
$6.70 3 Ply Unscented White Toilet Paper 12 pack
$10.00 for 3 Ply White Toilet Paper 20 pack
$15.40 for Toilet Paper 36 pack
Appendix C Summary of market segments
######## CONSUMER
######## TYPE:
Brand Loyalists Quality over
price
Price over
quality
Environmentally
conscious
BEHAVIOUR:
Benefit sought Quality product that
is convenient to
purchase and offers
great quality at a
reasonable price
A quality product
that uses luxurious
material
Seeking the most
affordable price,
which may
involve quality
compromises
A product that
uses
environmentally
friendly materials
and has minimal
impact on the
environment
Knowledge of
product
Medium to High High Medium High
Usage rates Medium to High^ Medium to High^ Medium to High^ Medium to High^
Loyalty status High Medium to High Low Medium to High
Price sensitivity Low Low High Low
Occasion use As needed^ As needed^ As needed^ As needed^
Demographic
Income
Medium to High Medium to High Low to Medium Medium to High
Life-cycle stage Adults (Mature) Adults (Mature) Adults (Mature)
and Adults (18-
30)
Adults (Mature)
and Adults (18-30)
Typical Age 25+ 25+ 18+ 18+
Psychographic
Lifestyle
Settled and mature Care-free Settled and busy Settled and
knowledgeable
Involvement High^ Medium^ Low^ High^
Brand Sorbent, Quilton or
Kleenex
Sorbent, Quilton or
Kleenex
Home brand,
products on
promotional sale
Eco Wise