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

Marketing management - Essay Example This essay discusses that the dairy products can come under promotion and advertisement by accentuating the customers towards the appetizing and delicious taste of the products. By, drawing the attention of the customers towards the nutritional values of the dairy products that express the advantages of consuming such products can also be another eminent way to catch the customers’ interest. Another dominant method that can take away the customers’ concentration is to lay emphasis on the unique selling point of the products.The marketing 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 marketing of the product line would be high at the initial level of the launching in order to create mass awareness amongst the local residents.Since the smallholders have taken the market share with their cheap and low-quality dairy products, therefore, the DANONE needs to increase their marketing budget from the standard share allocated for the marketing purpose. This is important in order to support 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 world as well. The livestock has been a leading and chief source of livelihood for quite a few households in several parts of Africa. In addition, extensive research studies suggest that agriculture is the key prominence 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, abundance 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 additional 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 tran sfers makes Africa, one of the potential 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 still exhibits to be very low with a small fraction 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 production 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