Essay on Marketing Plan For Goodman Fielder New Zealand

1802 Words Jun 28th, 2016 8 Pages
Executive Summary

This proposal was prepared and written for Goodman Fielder New Zealand Limited that aims to help them for their marketing plan for the year 2017. Goodman Fielder New Zealand Limited is a food manufacturer and distributor based in Auckland Central. Their products reached from Australia and New Zealand, and China and Papua New Guinea. Their company is focused on the production of baking goods, dairy, flour and grocery items. Amongst their product list are Chesdale Cheeses, Quality Baker’s Bread, Tucker Ice Cream and Meadow Fresh Dairy.
The marketing proposal is focused on the present and the past marketing of Goodman Fielder Ltd. Specifically on Meadow Fresh which is Goodman Fielder’s main milk and dairy brand, and its performance in the New Zealand market.
Goodman Fielder uses a full frontal attack against their competitor. Hence, we suggest a change from Full Frontal to a Flanking Attack strategy focuses on the competitor’s weak points Due to the higher operation and production costs, Meadow Fresh needs to be more selective with its distribution channels.
Meadow Fresh is already a well-established brand in the kiwi market, and Anchor is their main direct competitor in terms of price and quality. Meadow Fresh has recently undergone a major rebranding and expansion of most of its products. They’ve adapted new packaging that emphasizes the natural ingredients used in their products.
As a group, we suggest a more aggressive and strategic marketing strategy…

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