MARIGOLD


“By submitting this work, I am declaring that I am the originators of this work and that all other original sources used in this work has been appropriately acknowledged. I understand that plagiarism is the act of taking and using the whole or any part of another person’s work and presenting it as my own without proper acknowledgement. I also understand that plagiarism is an academic offence and that disciplinary action will be taken for plagiarism.”










OVERVIEW OF THE COMPANY- MARIGOLD

Background information of the company

Malaysia Dairy Industries (MDI Singapore) is a consumer product company with strong presence in Singapore, Malaysia and the region. Back in 1963, Malaysia Diary Industries Pte Ltd (MDI) is joined as a joint venture between Singaporean accomplices and the Australian Diary Produce Board. Singaporean accomplices of MDI purchase Australian equity bringing about aggregate localisation of MDI in 1969. MDI was the principal organisation in Singapore which manufacture of evaporated milk in 1970. At that point, it expands to include pasteurised products. 1977, production of VITAGEN starts and it re-launched to VITAGEN Less sugar in 2005. Today, MDI are one of the leading consumers-centric dairy business in Singapore with an extensive variety of items. They are recognized for their reputable brands such as MARIGOLD HL, MARIGOLD PEEL FRESH and VITAGEN LESS SUGAR.

Industry the company operates in/ Products and services

I will be focusing more on MARIGOLD products which is a Fast Moving Consumer Goods (FMCG) in the dairy industry. Nowadays, MARIGOLD is a household names, with consumers recognizing as valued and trusted brands. The products are consumer friendly in the sense that all MARIGOLD products are halal-certified. For examples, the products such as MARIGOLD HL Milk, MARIGOLD 100% Fresh Milk, MARIGOLD PowerBeans Fresh Soya Milk, MARIGOLD UHT Milk, MARIGOLD Canned Milk, MARIGOLD Peel Fresh, MARIGOLD 100% Juice, MARIGOLD Fruit Drink, MARIGOLD 0% Fat Yogurt Drink, MARIGOLD Uji Cha, MARIGOLD Fruit Jelly, MARIGOLD Milk Pudding, MARIGOLD Asian Drinks. All the products are manufactured, distribute and market to other countries worldwide.














Customers/Clients, Target markets

Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. In other words, target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.
MDI has come out with many different categories of MARIGOLD beverages with different flavours in hope of accommodating to all consumers from young children to old citizens as much as possible!

Customers/ Clients

A wide range from kids to elderly, ranging from ages 6 to 65 years old and above who are health conscious consumes MARIGOLD products as they have different healthy beverages with different flavours cater to different age groups of consumers. 

Target Markets

The main target segment of MARIGOLD is consumers who are more health conscious and are looking for convenient alternatives to fresh fruits, milk or yogurt. The consumers need beverages that are high in nutritional value and variety of beverage choice because they have fast paced lives and do not have time to make healthy meals every day. They also focus on people who cares about building healthier body image. Consumer which are health conscious would buy MARIGOLD products for themselves and also their family for a healthy lifestyle. “For health, For life.” MARIGOLD products are setting their positioning in helps to maintain good healthy when time is short and create a value in consumer mind about this product and motivate them to buy frequently.
On the other hand, market segmentation is the process that companies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs. These subsets of consumers may be grouped by criteria such as age, gender, location, income and so on depending on the specific characteristics of the product. The reason of using market segmentation is to help MARIGOLD to understand better the needs and wants of consumers.
MARIGOLD select demographic segmentation, psychographic segmentation and geographic segmentation as market segmentation. Demographic segmentation divides the market into groups based on variables such as age, gender, family size, income, occupation, education, race and religion. They are looking and stress more on kids and teenagers group as their potential buyer. As everyone knows, MARIGOLD products love by kids and teenagers.
Psychographic segmentation divides buyers into different groups based on social class, lifestyle, personality traits, values, opinions, attitudes and interests. They choose to be more emphasis on individual taste. Different categories of Marigold beverages have various flavors and mostly loved by all kinds of ages. It tastes so good that people just cannot resist of its temptation.
Geographic segmentation divides the market into different geographical units such as nations, regions, states counties, or cities. As for their company, they distribute their product to wholesalers and retailers. South region is their prime aim for starts. In addition, Marigold products in south region received quite a decent feedback which attracts them to start their business there.

Competitors of MARIGOLD

Who They Are

Image result for Meiji

CP- Meiji Co. Ltd. has developed products with the highest standards and has offered a variety of delicious tastes, which are carefully selected from the nature for over twenty years. Together with the modern process technologies, their products are fresh and full of nutritious benefits. Examples of products are Meiji Pasteurized Milk (Plain, Non Fat, Strawberry, Chocolate, Chocolate Malt, Coffee, Banana, Melon, Watermelon, Low Fat, Deluxe, Hi Calcium Low Fat), Meiji Paigen Culture Drinking Yoghurt (Plain, Orange, Blueberry, Low Sugar, Mixed Fruits, Strawberry), Meiji Yoghurt (Plain, Apple, Mango, Nata de Coco, Aloe Vera, Mixed Berry, Strawberry, Mixed Fruits), Meiji Bulgaria Yoghurt (Natural, Mild-sweetened, Golden Honey, Low Fat, Wild Berry)
Magnolia is 81 years old! It being a trusted companion to many families for generations, it is the fresh milk and yoghurt smoothie that mummies and children love! It launched the Yoghurt Smoothie in 2009. During that time, it is the first and only yoghurt drink in Singapore with real fruit bits. Examples of Magnolia products are Fresh Milk (Original, Chocolate, Low Fat Hi Cal Milk, Omega Lo-Fat-Hi-Cal Milk, Low Fat Hi Cal Chocolate, Oats Lo-Fat Hi-Cal Milk, Barista Milk, Barista Low Fat Milk), UHT( UHT Fresh Milk, Higher Calcium Low Fat Milk, Super Slim Low Fat Milk, UHT Chocolate Milk, UHT Strawberry Milk, UHT Full Cream Milk), kids’ special Smoo Milk (Chocolate, Strawberry, Vanilla), 0% Fat Yoghurt Smoothie (Strawberry, Mixed Berries, Mango, Yuzu)



                                     Related image



NESTLE is the world’s largest food and beverage company. They have more than 2000 brands ranging from global icons to local favourites, and they are present in 191 countries around the world. Over the years it has been present in Singapore, NESTLE has earned the trust of Singaporeans for being a food manufacturer with the highest safety and quality standards. Examples of NESTLE products are NESTLE BLISS Low Fat Yoghurt Drink (Strawberry, Tropical & Mixed Fruits), NESTLE BLISS 0% Fat Yoghurt Drink (Mixed Berries, Apple Kiwi, Peach Mango), NESTLE Greek Yoghurt (Natural, Strawberry Field and Peach Harvest), NESTLE Natural Set Yoghurt. NESTLE becomes main sponsor of world wide IAAF Kids’ Athletics Programme.

SWOT Analysis

Strength
  • High quality product offering that exceed competitor’s offerings of price, quality and services.
  • Higher than industry margins due to production efficiencies.
  • Reasonable price and affordable for every consumer.
  • Rich in Vitamin A, C and E without artificial preservatives.
  • They are strict adherents to the use of only the best ingredients and methods in the manufacture of their food and drinks.
Weakness
  • Consumer lack brand loyalty to Marigold products.
  • A limited marketing budget to develop brand awareness.
Opportunities
  • The ability to develop long-term commercial contracts which would lower costs associated with production.
  • Due to health care living style of people nowadays there are opportunity in increasing demand to MARIGOLD products.
Threats
  • Overshadowed by other competitor such as Magnolia, Meiji, Nestle as stated above.
  • Direct competitors and their continuing growth for completing in market share.
  • Encountered numerous inevitable and volatile natural and economic threats such as cost of raw materials and living.

Sponsorship involvement of MARIGOLD

Past and current sponsorship involvement of the company

Some of the past events MARIGOLD have sponsored are M1 Corporate Netball Challenge 2017 under Netball Singapore, MARIGOLD HL Balanced Life Yoga 2016 and many more. As well, one example of the current event that MARIGOLD have sponsored is the event that was held recently two weeks ago which is Star Wars Run Singapore. They are the Official Juice and Yogurt Partner to the event. On the event day itself, all runners were treated to a free flow of yogurt and packet drinks which are sponsored by MARIGOLD. This is an example of grabbing the attention of the audience by exposing the brand to audience whilst enjoying the event.

  Related image





   Image result for MARIGOLD HL Balanced Life Yoga 2016                                 






Possible objectives for its participation

The possible objectives for its participation is to increase the market share in the competitive market. With that, they can create brand awareness of their products and also letting the target market know that there is a healthier choice of drink as the target market of MARIGOLD products are usually those who are health conscious. Besides that, the brand MARIGOLD can also achieve a better positioning as compared to their competitors or better competitive edge.  In addition, it is also an opportunity for MARIGOLD to enhance their brand image by sponsoring the events. For example, consumers who attend the events will think that MARIGOLD products are better than other products.

 30534105471_0ea72462d0      

Image result for star wars run singapore marigold

Sponsorship Recommendation and Justification 

Events type of events that would best match the company's marketing and sponsorship objectives

“For Health, For Life.” As a way MARIGOLD showing their commitment in providing consumers with healthy products to enhance their quality of life, they are strict adherents to the use of only the best ingredients and methods in the manufacture of their food and drinks. This is reflected through their products and advertisements which carry the tagline! Therefore, I think MARIGOLD can try to sponsor other events such as National Steps Challenge and some health talks.

 For example, National Steps Challenge which organised by Health Promotion Board. This is basically an event to promote Singaporeans to have a healthy lifestyle. There are different kinds of Health Programmes that people can join. One of the example is the “Eat, Drink, Shop Healthy Challenge”. It is a challenge organised by the Health Promotion Board (HPB) to nudge consumers to make healthier choices when purchasing meals, drinks or products. Hence, if MARIGOLD sponsor in this event, they can actually achieve a better positioning as compared to their competitors as I have mentioned above. So, consumers will take MARIGOLD products into consideration first than other brands.




 Besides that, People always say, “Health is Wealth”, so, I think MARIGOLD should sponsor on events like health talks that will promote health and spread awareness for better physical and emotional health and will deliver professional presentation to the audience. For examples, talks on a wide range of health related topic such as exercise and physical fitness, nutrition and healthy eating, positive mindset and mental health, posture, back and spinal care, general health and physical well-being and many more. The speaker can promote MARIGOLD products to the audience, so, audience can have a better idea and knowledge on MARIGOLD products. This can increase the brand awareness of the products. Then, the audience will be more understand about the products and will it will leads to the ability of audience to recall sponsors of the event.

                                           Related image


References

Comments

Post a Comment