Marketing Plan Summary -- Mexico

Marketing Plan Summary -- Mexico Marmite is currently scheduled for marketing in Mexico to take advantage of the fact that Mexico is currently one of the largest importers of foreign goods, including those from the United States. That market is projected to grow at a 20% rate per year for the next three years, representing a significant market opportunity. More specifically, the target market for Marmite marketing in Mexico will be mothers to capitalize on the market for products purchased for family consumption and child consumption.

Because almost one quarter of the population is overweight, Marmite marketing will emphasize its suitability as a healthful snack alternative. It is anticipated that a Return on Investment objective of 30% will be attainable in the first year just by the portion of the marketing campaign directed to mothers and promoting Marmite as a healthy alternative spread for their families.

Possibly because consumers have already exhibited an interest in weight control, low fat spreads have been outperforming butter, with sales growth of these types of products also outpacing butter and other high-calorie spreadable products. Marmite will be displayed in the low fat spreads section of the fats and spreads portion of the Mexico food market. Marmite has no direct competitors from products similar to its yeast extract spread, but competes with a wider range of other occasional spreads such as Nutella, peanut butter, jelly, and butter.

Their average price is in Mexico is significantly lower than Marmite's price of $4.25 for 4.4 oz. In its home country, possibly presenting the greatest challenge. The Marmite communication mix includes Advertising, Sales Promotion, Public Relations, and Direct Marketing. Since mothers are a principal target audience, marketing mechanisms will include coupons and free store samples. Because Marmite is a product for which consumers tend to either like very much or dislike, the marketing plan is designed to increase first trials and reinforcement among consumers with existing preference for the product.

Public relations will focus on improving the multi-media flow of information about the product, such as through an up-to-date interactive website and a presence at public events. Direct marketing for Marmite will incorporate the interactive website, online display ads, and emails to consumers. The main focus of the Marmite communications budget is on the advertising component. It will include TV commercials, magazine ads, and online ads.

It is anticipated that the advertising portion will account for approximately 50% of the budget with 20% allocated toward Public Relations, 15% toward Direct marketing, and 15% toward Sales promotions. A similar breakdown is projected for Marmite marketing in the United Kingdom with appropriate adjustments based on consumer demands and preferences. The actual Marmite marketing plan will emphasize the following seven specific elements promoted.