Marketing mix strategy for frozen food company entry into Japan

Marketing Mix Frozen Food Company Japan

This paper is based on a case study that involves an organic food retailer firm called, Quick Frozen food Company Japan. The company has enjoyed a formidable position in the frozen food sector, being the leader, and committed to provide top quality frozen food to its customers. In this paper, we will be focusing on the marketing mix, marketing strategy and persisting trends in the market, which has seen a tremendous growth in contemporary times due to presence of potential competitors, striving to make their mark in the ever-growing industry.

Marketing Mix

Product

The product is currently clearly at the market introduction stage. This is because this product is new and has been brought into the market only recently. There are varieties of frozen and canned foods offered by Quick Frozen food for its customers. However, the new range that has been brought in the industry has a different taste due to the fact that a new setup and mode of packaging has been used by Quick Frozen food Company Japan (Abell, pp.45).

Price

Price that has to be attractive to ensure enough sales targets to generate a maximum profit and return of investment. It the important component in marketing mixes and we believe frozen food is elastic. Buyers need to believe that they are getting the value for every dollar they pay. We also need to be mindful with local and imported competitors according to price per unit believe this price points differences largely on regional average in relation to cost of living. The production cost has to be lower than the selling price whatever pricing to select in reality we have to be in the middle compare to other competitors. Attracting the customer by putting 30% extra free in packaging as value money product (Abell, pp.45).

Place

Place where the place and position of the product in the market is important to compete for market share as we pushing for strategy. We need to know where our product is located and where people willing to buy it (Borch, pp.1). Considering that our product will likely suitable from medium to low income families, our products needs to be available where they shop. Currently we choose to sell it hypermarkets, restaurants and selected convenience stores and may need for distribution to occur in locally owned grocery stores, given they have a frozen food section, throughout the country to maximize our earning potential.

Promotion

Promotion fits the company's objectives to promote product as excellent like Quick Frozen food Company. A further demonstration on "It's All Good" and committed in not to advertise to kids below 12 years. We plan to incorporate personal selling, sales promotion and advertising in our promotion mix and believe people will buy product they love and want to buy for their families.

Let people have sample or try to taste it at grocery using personal selling as push up strategy and attract people from canned section to frozen products and promotion buy 2 and discount for 3rd, discount vouchers from newspaper or magazines where we receive free publicity from it or below the line; door to door leaflets, email, This will attract more customers and sales will continue to grow with a natural product life cycle and launching of this product thru above the line; small TV advertising campaign and these ads might run for a week during morning and evening hours. Involved with sponsorship family program and Sport programs is showing family oriented and concern on health (Anderson, pp. 7).

Competitor Analysis

Marketing Practices focus on the similarity of Quick Frozen food and local products where the price may be higher than the local price. The local products are able to have promotion or slash prices whenever needed but as Quick Frozen food products may need to rely on the taste, quality and strong brand for getting loyal customers (Anderson, pp. 7).

Frozen market is quite saturated but due to diversity of consumers who shop this category where there is always something new to consider. As example Quick Frozen food in Japan may produce frozen products that suits the taste of Japan with spicier in the future. Target Market Profile offer products that kids and adults enjoys and parents feel good in serving to their children, families and friends with variety of kind of potatoes; purely potatoes, family favorites, forever fries and seasoned perfection. Our frozen products able to serve customer faster serving, great tasting and healthy with ingredients having less salt, oil and furthermore using sunflower oil. This is traffic light label and encourages people to 'Eat Well, Move More, and Live Longer'.

Demographic show that between age 15-65, the higher population where men vs. women is at balance no of 9.4ml each as the marketing aiming ob both genders and focus to family. Potential Customers consists wide range of families and individuals that shop for fixed budget in search of quality products at a low cost but some willing to pay for imported brand due the great taste. Preparing the frozen products in the healthiest way possible where food technology and research is able to keep Quick Frozen food Company producing healthy products balance with the changing environment. Solution found by using saturated salt and sunflower oil with vitamin c which also as most important staple food in the world after rice (Borch, pp.1).