Marketing management Essay Example | Topics and Well Written Essays - 4250 words

Marketing management - Essay ExampleThis essay discusses that the dairy wares bottomland lie with under promotion and advertisement by accentuating the customers towards the appetizing and delicious taste of the harvest-times. By, drawing the perplexity of the customers towards the nutritional values of the dairy products that express the advantages of consuming such products can also be other eminent way to catch the customers interest. Another dominant method that can take away the customers constriction is to lay emphasis on the unique selling point of the products.The merchandising and promotion budget would come under distribution in portions that include print media that is newspapers and billboards, electronic media that include television and internet. The grocery storeing of the product line would be high at the initial level of the launching in order to establish mass ken amongst the local anesthetic residents.Since the bittyholders have taken the market share wi th their cheap and low-quality dairy products, therefore, the DANONE call for to increase their marketing budget from the standard share allocated for the marketing purpose. This is important in order to incarnate their sales of their premium dairy products.DANONE Company needs to allocate a higher percentage of the marketing budget from the overall budget as they are new entrants into the market of East Africa and customer awareness and loyalty would require huge marketing budgets. The marketing budget would incorporate a comprehensive market research study that can determine the facets of customers, suppliers, target customers.... Background Information The records and evidences provide with information that Ethiopia has been in the top ratings in livestock keeping with considerable amount of cattle in Africa and in the human beings as well. The livestock has been a leading and chief source of livelihood for quite a some households in several parts of Africa. In addition, exte nsive research studies suggest that agriculture is the key bulge aspect or the backbone of the Ethiopian economy. The agricultural sector significantly contributes to the GDP and exports of the country (Tesema, pp. 9-10, 2006). Furthermore, copiousness of natural and organic resources is another key point of emphasis for Ethiopia and Africa on a broad spectrum. The dramatic increase in the buying population in Africa in general for the last few decades is an superfluous factor of consideration for setting up a new company, especially in the dairy product industry. The economic growth in the recent years in connection with the technological transfers makes Africa, one of the potence prospects largely for launching a new dairy product or line of products (Sanginga, & Woomer, pp. 3-6). Although Ethiopia comes under consideration for having a sufficient population of livestock, yet the overall productivity of livestock sector in Africa bland exhibits to be very low with a small fr action of contribution to the overall GDP and the local inhabitants dominates the cattle population. It has also come under consideration that a big proportion of the annual turnout of milk does not come under advertisement or promotional activities, rather only the small amount of milk consumed comes under marketing (Sanginga, & Woomer, pp. 3-6). However, it has come under witness that government has put up their efforts for the improvement and