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INTERNATIONAL MARKETING
-Market Plan and Entry Strategy for TCD(Trees Can't Dance)
STUDENT NAME: Subramanian Ramasundaram
STUDENT NUMBER: 109243005
MODULE NAME: International Marketing
MODULE CODE: NBS8052
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Table of Contents
1 ) Organizational profile
2) Objectives of the report
3) Need for TCD to enter international markets
4) Core competency analysis of TCD
5) Screening process for TCD
5.1 ) Screening process 1
5.2 ) Screening process 2
5.3 ) Screening process 3
6) Denmark
6.1) Danish culture
6.2 ) Danish eating habits
6.3) Danish Consumer segment
6.4) Competitors and TCD's competitive positioning
6.5) Marketing plan for Denmark
6.5.1) Marketing objectives
6.5.2) Entry mode in Denmark
6.5.3) Marketing mix for TCD in Denmark
7) Sweden
7.1 )Swedish eating habits
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7.3) Swedish Consumer segment
7.4) Competitors and TCD's competitive positioning
7.5) Marketing plan for Sweden
7.5.1) Marketing objectives
7.5.2) Entry mode in Sweden
7.5.3) Marketing mix for TCD in Sweden
8) Implementation and Control
1 Organizational profileTrees Cant Dance (TCD) is a small organization based in Halt whistle in Northumberland, the
business for the organization includes marketing chili sauces, marinades and chutneys. They
grow chili and prepare chili sauces, chutney and marinades and market them under the brand
name Trees Cant dance. The organization was started in the year 2005 by Dan May, the
organization was successful growing chilies and has been successful in producing different
versions of chili sauces, marinades and chutneys. The sauces where initially launched in the UK
market through farm stores and it became instantly popular due to its authentic taste and
variety. This growing popularity of authentic chili products was picked by retailers such as
Fenwick's, Farton, Mason and then by Tesco and Sainburys. This growing trend for chili sauces
saw many small organizations enter the market in UK and there has been entry of many large
retailers such as Marks and Spencer's and food restaurants such as Nandos etc. These large
producers were able to produce wider range of sauces with lesser prices and this has increased
the competition in chili sauce market . Trees cant dance brand experienced problems with
funding and development and it was rescued by John Pike a successful entrepreneur in north
east. TCD has gained importance in North east region and it is also funded by regional
development body in North east with a grant 35000 pounds. The current turnover of the
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organization is half a million pound. The organization is currently looking at the international
markets for expansion. TCD has its product presence in Germany, Denmark, Slovenia, Slovakia,
Dubai, Qatar, Mexico, America and Australia. The most important markets are Germany and
Middle East and it has already achieved an export growth rate of 300 % in 2010. The current
purpose of this report is to look at the potential international markets for TCD to grow and
expand and this report will also focus on the marketing plan for two potential international
markets.
2 ) Objectives of this Report
This report aims to achieve three objectives for TCD brand in international markets.
1) To increase revenue for TCD in international marketsThis report aims to propose a marketing strategy for TCD in international markets to
improve its revenue in international markets.
2) Structured expansion strategy for TCDThe major purpose of this report is to design the expansion strategy for TCD in
international markets. This report aims to choose two markets for TCD and give a short
and long term direction for TCD in those markets.
3) Strategic approach to planning and screeningThis report aims to screen some of the international markets for TCD and will attempt to
focus on one primary and one secondary market for TCD. The Screening process will
focus on objective based on financial and culture implications of the markets.
4) To improve brand awareness for TCD in international
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This report aims to improve the brand awareness for TCD in international markets and
will attempt improve its current distribution in international markets to create a
consumer awareness of the brand.
5) To create an market entry and sustainable positioning strategy for TCDThis report also aims to focuses propose a market entry strategy in chosen countries
and also proposes a brand positioning for TCD in the chosen markets with respect to its
competitors.
To achieve these objectives it is necessary to identify the motivation for organizations to
outsource. The next section focuses on this need.
3) Need for TCD to enter international market
There are many reasons motives behind organizations to look for international markets. This
report perceives primary reasons for TCD in this regard as follows
a) Stagnant growth in UK table sauce marketThe UK table sauce market has many competitors both domestic and international, the
organizations range from Small and Medium enterprises to large retailers such as Marks
and Spencer's ltd. There is also no clear cut marketing strategy for TCD in domestic markets
and it's highly reliant on Tesco's and Sainsbury's for its brand development.
b) To benefit from increasing trend of chili sauces in European markets.This report perceives the growing chili consumption trend in other European markets and
TCD wants to benefit from this trend (Anon 2008). The table sauce market in European
markets is in growth phase and TCD aims to capitalize on that as well (Euromonitor 2010).
c) Better utilization of factory capacity
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TCD is currently utilizing only 20 % of its total factory capacity and the current demand in
the UK market justifies that stand and there is a need for TCD to look for better demands to
have a better usage of the remaining 80 % of the factory's spare capacity.
To enter the international markets it is necessary to understand the core competency of TCD
and the next section of this report focuses on that.
4) Core competency analysis of TCD.
The core competency of TCD is identified using the SWOT analysis
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The core competency of TCD can be inferred to be R/D activities and innovation in wet cooking
sauce segment, however the primary weakness with respect brand awareness in UK domestic
markets.
5) Screening process for TCD products
The screening process for TCD is done at three levels. The countries chosen for the preliminary
screening are based on moderate to low political risk factors (AMB 2010). The first level of
screening considers all the chosen markets and evaluates them based on geographical distance,
cultural dissimilarities with UK, Euro zone agreement and English language acceptance criteria.
The reasons for choosing Euro zone and English language acceptance as criteria in the first level
screening is because TCD brand is relatively new and there is need for TCD to have immediate
acceptance in new international markets and trading regulations and language acceptance
makes this acceptance process trouble free. The second level screening considers the macro
environment analysis of the chosen countries from the first level of screening and these
countries are weighted against the Political, Economic, Socio cultural and Technology (PEST)
factors and this report arrives at four countries. The third level of screening considers Micro
environment analysis of the nine countries in accordance with the core competency of TCD and
arrives at two potential markets.
Preliminary Screening Elimination Criteria Political Risk Factor
The preliminary criteria in this report consider political stability and risk factors of the country.
The screening process has considered countries that have minimum variation from the
optimum political risks of the world. The markets considered for screening are most of the
European markets , North American markets namely Canada, United States of America and
Mexico, South American markets of Brazil, Argentina, Chile etc, Australia and New Zealand
markets, Asian Markets of India, China, Singapore, Malaysia, and other south east Asian
countries except for South Korea are considered. In the Middle East markets such as UAE,
Saudi, Riyadh and Oman have been considered for this screening. Other countries selected
based on these criteria are Russia and Turkey.
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5.1 ) Screening process 1Elimination Criteria Geographical distance, Cultural Dissimilarities
and Euro zone trading provision.
The screening process in this report has considered three primary markets Emerging markets,
Emergent and Other markets.
Emerging Markets
The Asian Markets considered for this screening are China, India and South East Asian markets.
The Chinese market has high potential but there are language and trade barriers for TCD to
enter this market in short term. Indian market has some cultural acceptance for UK products
but it is eliminated due to geographical distance factor from UK to India and due to high
transportation costs within India and it can be potential problem for small organization like
TCD. The Brazilian market is not considered due to transportation and logistical issues and this
report perceives TCD organization to be risk averse due to cash crunch issues in the recent past.
The following table shows the elimination criteria for the chosen emerging markets, these
elimination criteria is only for the immediate future and long term internationalization plan will
consider these markets.
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Figure 1.1 Elimination Criteria (1 being less risky and 5 being more risky)
Emergent Markets
The emergent markets of North American Continent are excluded due to Geographical distance
and Non Euro free trade options. Though these markets are culturally similar the TCD products
may lack the novelty to penetrate the market in the beginning as there are many large scale
chili sauce organizations within these countries (GMID 2010g). Australia and New Zealand have
not been considered due to increased transportation costs as well as Non favorable trade
regulations as compared to Euro zone regulations. Middle east markets are not considered
because these markets are not part of the Euro zone trading agreement and this report
perceives the current entry mode of TCD in middle east markets via the agent route as a viable
option as it involves minimum risk. The eastern European markets except for Poland is not
considered as most of the countries are not UK trading partners and entry into these markets
can create additional risk for TCD (EU 2011). France, Italy and Spanish markets still perceive
English as a lesser favorable language (Economist 2011) and these markets are not considered
as language barrier can impact TCD brand labeling and these markets are not considered due to
risk of non acceptance. From the above eliminations this report considers the Benelux countries
(Netherlands, Belgium and Luxemburg), Scandinavian Countries (Norway, Sweden, Denmark,
Finland), Germany and Poland for the next stage of screening.
5.2 ) Screening 2 Elimination using Macro Economic factors
The second screening process for countries looks at the Political, Economic, Social,
Technological factors for all the 9 countries from the first screening and outcome of this
analysis is the weighted score and selection of these countries.
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The economic analysis parameters considered for this screening are Annual disposable income,
Inflation, currency exchange and unemployment rate. The Annual disposal income and
unemployment rate signifies the opportunities and threats in the market with respect to
product purchase. Figure 3.0 shows the Annual disposable income of countries considered for
screening based on the chosen economic indicators.
Figure 3.0 (Data from Euro monitor 2010 reports)
Based on the above figure it can inferred that Annual disposal income is higher in Sweden,
Norway, Germany and Denmark, these markets can be seen as potential markets for the TCD
Chili products . Annual disposable income does not give a complete picture as in the case of
Germany where disposable income is moderate but the population is high (Figure7.0). So this
screening considers other factors such as unemployment date. Unemployment rate signifies
risk in the market as higher unemployment rate can reduce the consumer's expenditure on
foods. The figure 4.0 shows the unemployment rate of the selected countries.
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Figure 4.0 (Data from Euro monitor 2010 reports)
From the above graph it can inferred that Poland and Germany have the highest
unemployment rates but these markets cannot be ruled out as higher unemployment can be
attributed to higher population in these countries when compared to population in Benelux and
Scandinavian countries. This screening also considers additional economic screening on
Exchange rate fluctuation. The economic fluctuation can have impact on the revenue for TCD in
the chosen markets. Exchange rate fluctuation is considered because currency volatility can
impact the revenue in international markets.
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Figure 5.0 Exchange rates with respect to USD (Data from Euro monitor 2010)
From the figure 5.0 it can be inferred that Sweden, Norway and Finland have the highest
conversion rates and these currencies are relatively stable, same is the case with Euro currency
in countries such as Germany, Netherlands, and Belgium etc. Danish Kroner has more
fluctuations and this can be a potential problem for TCD in Denmark. From the economic
indicators this report calculates a cumulative weightage score for these countries with respect
to four economic indicators.
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Figure 6.0 Weighted score of the economic indicators. (1 being low risk
, 5 being high risk).
From the above rating list it can be seen that Norway has the lowest risk followed by Sweden,
Denmark, Finland, Netherlands and Norway. Luxembourg, Belgium and Poland have a higher
economic risk. Germany however has a moderate weighted score in spite of its higher
population.
Socio Cultural Analysis
The socio cultural parameters play an important part in external environmental analysis of
these countries. The indicators used in this report for this analysis are population and
urbanization. Increase or decrease in population can determine the demand for the consumer
products. Figure 7.0 shows the population comparison for all the nine countries.
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Figure 7.0 (Data from Euro monitor 2010)
From the figure 7.0 it can be seen that Germany has highest population among the selected
countries. The implication is that higher population can lead to higher market potential for TCD
to capitalize on. Other countries such as Norway, Sweden, Denmark and Netherlands have an
increasing population trend which makes these countries as viable markets for TCD in the
immediate future. The second factor considered for screening is the urbanization population.
Increased urbanization can lead to increased education level which can increase the disposable
income for product purchase.
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Figure 8.0 (Data from Euro monitor 2010).
From the figure 8.0 it can be seen that Belgium, Denmark, Luxembourg top the list for
urbanization. Urbanization plays an important role in market selection for TCD as urbanization
can increase the purchasing power for premium products and TCD being a premium product
can enter the market with less product customization. Cumulative rating for Socio cultural
indicators are given below.
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Figure 9.0 (1 being low risk , 5 being high risk)
From the above figure it can be inferred that Belgium, Germany, Sweden and Denmark are the
least risky markets for TCD to enter based on Social factors.
Technological Analysis
The technological indicators considered in this report are Internet penetration and Internet
shopping percentages. Increase in Internet shopping percentage can reduce the distribution
costs as it provides a direct channel of communication with the end customers of the
organization and this in turn can lower the market entry cost for the organization.
Figure 10 (Refer Appendix 1 and 2)
From the figure 10 it can be seen that all the countries use internet extensively and also there
is increasing trend in internet shopping with Norway topping the list followed by Netherlands,
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Denmark and Sweden. The implication is that entry into these countries can lower the
distribution cost and ebranding of TCD products in these markets can influence consumer
buying decisions.
Figure 11 (Weignted scores from PEST analysis)
Figure 11 shows the weighted score based on macro analysis of the chosen 9 countries. From
the PEST analysis this essay arrives at 5 potential markets for TCD products namely Norway,
Sweden, Denmark,Germany and Netherlands. Norway, Sweden and Denmark has less political
risk and moderate economic potential whereas Germany has moderate political risk and high
economic potential and Netherlands has moderate risk and moderate economic potential.
5.3) Screening 3 Micro level Analysis
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The third level of screening considers the Micro level analysis , this screening looks at the chilli
sauce market specific risks and opportunities. The indicators used for evaluating oppurtunity
are Consumer expenditure on foods, Growth rate of wet cooking sauce consumption in the
market and Consumer eating habits in the chosen markets. The common risks in the market
include availabilty, TCD product customization level in the market, Distribution channel costs
and product usage are perceived as risks in the market. The Norway market is eliminated from
the screening process due to higher import taxes and higher tax rate (Irishfood 2011) and this
report perceives this a very high risk for immediate market entry (2 years).
Opportunities / Potential in the markets
Consumer expenditure on food and Sauces
The Figures 11 given below indicates the food expenditure on sauces in Germany, Denmark,
Sweden and Netherlands and also gives the percentage of those expenditure spent on wet
cooking sauces. From the graphs it can be inferred that Netherlands ,Sweden and Denmark
have the highest consumption for wet cooking Sauces. From the below data it can also be
inferred that wet cooking sauce market in Germany is declining inspite of increase in market for
cooking sauces and this can be potential risk.
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Figure 11 (Data refer appendices 4,5,6)
Consumer Eating habits in markets
Consumer eating habits is considered as an opportunity in this report. Sweden and Denmark
chosen in this screening are Scandinavian countries and drawing from research done by Olsen
et al (2010) on Scandinavian eating habits it can be said that these countries have similar eating
habits. Both these food cultures have fish in their regular diet , Chili sauces tend to compliment
sea foods and these countries can have higher consumption of chili sauces and to add to this
both these cultures are experimental with their cuisine which can go well with current variety
of TCD sauces (GMID 2010a, GMID 2010b). Netherlands food habits are quite similar to
Scandinavian countries (Davidson and Jaine 2006) but there is slow trend of eating out setting
in and there is an increased popularity for wet cooking sauces and this essay perceives a similar
rating as that of Scandinavian countries based on that evidence(GMID 2010c). On the contrary
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German eating habits are undergoing a slow transition back towards communist cuisine in
which intake of chili sauces is limited (DeutcheWelle 2011) and based on this fact this report
allocates a slightly lower ranking when compared to the other countries (Figure 12.0).
Potential risks in market
The common risk parameters considered in these markets are competition, cost of distribution,
and price sensitivity of consumers. It is essential for TCD to understand the competition in wet
cooking sauces markets of countries as it is not feasible for TCD to enter into a highly
competitive market.
Risks of Competition
The German market is considered to be highly competitive for chili sauces as there are many
domestic and multinational organizations in the market and the competition in the market is
based on price (Economist 2010) and also German market has many substitutes for chili sauces
(Foodblog 2010). Netherland market is also considered to be highly competitive due to
emergence of many multinational players and it is possible for TCD to enter the market as the
market still has potential for premium products (Anon 2006). Sweden and Denmark have
moderate competition as the chili consumption is still in growth stage (GMID 2010, GMID
2010a). Based on the above evidence this report perceives Sweden and Denmark to be less
risky markets.
Cost of Distribution
Cost of distribution can play an important role in market entry as very high distribution costs
can affect the profit margin for TCD in the new market. Germany can have very high
distribution costs as the food retailers are wide spread and transportation within the
distribution channels can increase the cost for SME's such as TCD. In the case of Netherlands
there are many food distribution retailers and many competitors for shelves (Anon 2010e) and
this report perceives this market to have higher risk ranking. The Sweden and Denmark can
have moderate distribution and this report perceives these markets to be less risky.
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Price conscious consumer behavior
TCD as it currently stands is considered to be premium product and price conscious consumer
behavior can have impact on market entry decisions. Germany is considered to be price
sensitive market drawing from the evidence of wall mart entry failure in Germany (Anon 2010c)
and hence it is considered to be high risk market. Denmark , Sweden and Netherlands are not
considered to be price sensitive markets but the rising trend of health awareness makes this
market price sensitive for Non organic products and TCD chili sauces are non organic and this
report perceives this as a risk in all the four markets. The figure 12.0, 13.0 shows the cumulative
rating based on the above discussion of all three opportunities and risks for these four markets.
Figure 12.0(Ratings of opportunities in the market 5 being high opportunities and 1 being less
opportunities)
Figure 13.0 (Ratings of risks in the market 5 being high risky and 1 being risky)
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From the figure 12 and 13 this report eliminates Germany due to market risks and this report
also eliminates Netherlands due to higher market risk though Netherlands has a high potential.
The countries considered are Denmark (High potential and low risks) and Sweden (Moderate
potential and low risk). This report will now focus on these two countries in detail. The report
will focus on culture, eating habits, consumer segmentation, competition along with marketing
plan for the immediate future.
Denmark
Denmark is one of the potential market for Chili sauces, the chili sauce markets is expected to
grow 2 % every year and this makes this a high potential market for TCD (GMID 2010a). For TCD
to enter the Danish market it is important to understand the Danish culture.
6.1) Danish Culture
Denmark is considered to be an egalitarian society where both genders are equally respected.
In Danish society both the partners work and women are allowed to work with flexible timings
to have fair share of work life balance similar to that of United Kingdom's culture. In Danish
society both men and women share equal responsibilities, this reflects in child rearing activities
where both the partners are equally responsible. Most Danish families are small and many
families are nuclear. Danish children have independent living after a particular age and in many
instances they have part time employment for their earning, this makes them potential
customers for all type of organizations (Anon 2004), this again strikes a similarity with the UK
culture. Research by Intersperience organization (2008) has revealed that there are more
cultural similarities between UK and Denmark than Denmark and other Scandinavian countries.
English is the second favored language in Denmark and this aspect increases the ease of doing
business in Denmark by UK organizations.
6. 2 ) Danish Eating habits
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Denmark has cold climate similar to that of UK and their food habits partially similar (Anon
2004). The Danish people prefer to have breakfast and dinner at home and due to modern
urban life style lunch is primarily from office canteens. Danish diet consists of foods with high
nutritional values such as vitamins, minerals and proteins. Danish breakfast consists of cereals
or wheat bread with butter or cheese followed by a Tea or Coffee. English breakfast is quite
popular in Denmark. The Danish lunch consists of Pork sausages or meat with brown sauce and
there is also a Buffet lunch called Cold Buffet in which food is taken in several stages, apart
from pork and meat, salmon fish is also popular. The Danish dinner consists of pork, beef mince
and there is also influence of Italian and American foods namely Pizza's and Pasta and even the
Asian cuisine is popular for dinner due to multicultural influence (Anon 2008). The Danish
people are considered to be experimental with their eating habits (GMID 2010a). Christmas and
Easter times have an increased consumption of marinated sea foods and meat and there is also
increased consumption of chili sauces in that period (Anon 2008). There is also increasing
awareness among Danish consumers for organic foods and consumers prefer organic foods
due to obesity problems and can pay premium price for organic products (GMID 2010a).
Implication of Danish eating habits for TCD
The multi cultural influence has increased the intake of chili sauces among Danish people. The
Danish consumers prefer chili sauce with Pizzas, Pastas and even with Asian foods. The
evidence of this consumption can be seen with increasing trend of chili sauce market in
Denmark. There is also a potential market for TCD with respect to day to day foods for instance
Chili sauces compliments with Sausages and TCD can target this consumer usage segment. TCD
also has high potential with respect to marinates in Christmas and Easter eves in Denmark.
6.3) Danish Consumer segments
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Drawing from the presentation of Hamann (2011) Danish consumer segment can be divided
into four types they are Idealists, Enjoy life, Doubting and price conscious. The figure 14.0
shows the broader classification of Danish consumers.
Figure 14.0 Segmentation of Danish Consumers (Adapted from the presentation of
Hamann in 2011)
Idealists Consumer segment: Idealist consumer segment refers to families with children and
their earnings range from medium to high income. They purchase foods based on quality of
foods and this consumer segment prefer organic foods and can pay premium price for them.
Enjoy life Consumer segment: This segment refers to couples with no children. The average
group ranges from 30 to 39 , they live primarily in Copenhagen and have high incomes and 44 %
of this consumer segment eat at home and this consumer segment prefer organic food same as
the idealists consumer segment.
The other consumer segments are categorized as doubting and price concerned, both these
consumer segments are combination of all age groups except for children and tweens (12 to 14
age group).These consumer segments have a moderate to medium income and both these
segments are price sensitive in their shopping decisions (Hamann 2011).
Implications for Danish Consumer segment for TCD
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TCD can primarily target Idealist and Enjoy life consumer segments as these customer segments
are not price sensitive and both these customer segments have the habit of home cooking and
this can create TCD brand awareness as home cooking can create brand awareness. This
consumer segment can also have multi cultural food influence and TCD chili sauces can go well
with American, Italian and Asian foods. To analyze the TCD product positioning in Danish
market this report will look at the competitors in the Danish market
6.4 ) Competitors and TCD's competitive positioning
The table sauce market in Denmark is dominated by multinational players namely Unilever
which is the brand owner for Knor, Santa Maria A/S, Beauvais A/S , Kraft foods Danmark A/S
and Kraft foods Danmark A/S. (GMID 2010). The market shares for these competitors are given
below in figure 15.
Figure 15.0 (Data please Appendix 6)
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Unilever is the major chili sauce competitor with 10 % of the market share, followed by Santa
Maria and Beauvais. Major chili sauce products for Unilever are ketchup based chili sauces and
Sweet and Sour sauces. The main differentiators of Unilever sauces when compared to other
competitors are price and brand name . The Santa maria has the second highest share and its
main differentiator is with respect to price and variety. Beauvais position can be inferred to be
based on variety and innovation (GMID 2010). Other competitors are also positioned based on
low price and higher quantity. One notable similarity for most of the table sauce players in
Denmark is low price, high quantity. The price range of table sauces are around 22 Danish
Kroner (2.5 pounds) and the quantity available is around 250 milliliter range (Anon 2010). In
comparison TCD price in UK market is slightly higher and this can be potential risk (Anon
2010a). On analyzing some of the competitors this report perceives that competition in
Denmark's table sauce market is based on price, quantity, spice level and variety. The current
differentiator in the Danish market is based on variety.
These are the core differentiators of TCD with rest of its competitors
1) Freshness of table sauces as there are no artificial ingredients.2) TCD has higher variety of sauces in comparison to competitors (African hot, Sweet and
Sour, different degrees of chili sauces from mild to high).
TCD can position itself in the Denmark based on quality (No artificial ingredients) and variety as
innovation is a major strength of TCD brand in UK. This report will look at marketing objectives,
entry modes and marketing plan for Denmark.
6.5) Marketing Plan for TCD in Denmark
To present the marketing plan for TCD in Danish market this essay first looks at the marketing
objectives and then discusses the preferred entry modes in Denmark and then gives the
marketing mix and short term, middle term and long term vision for TCD in Denmark.
6.5.1)Marketing Objectives
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The marketing objectives for TCD are defined as follows
1) To attain 1 % of market share in table sauce segment for TCD products in Denmark in 2years
2) To attain .5% of market share in marinade sauces in Denmark in 2 years3) To enter .4 % market share in mayonnaise segment in Denmark in 3 years4) To create TCD brand awareness to 10 % of urban households in Denmark in 3 years.These objectives are based on TCD core competence arrived from Value chain analysis refer
Appendix. TCD is currently is considering flavored mayonnaise production and this report
considers that as a high potential market for TCD as mayonnaise has a higher market
potential (GMID 2010).
6.5.2) Entry mode for TCD in Denmark
The current entry mode for TCD in Denmark is Strategic partnership with retail organization in
Denmark, this entry mode is focused on all customer segments but however this entry mode
does not position TCD specific to any particular customer segments. This report focuses on
adding TCD chili sauces in regular eating habits and also increase consumer awareness of TCD
brand .To achieve this TCD can also have a strategic partnership with Organizational canteens in
Denmark , as urban working population in Denmark have lunch at canteens , this route can
create brand awareness among urban working Danish population. Chili sauces can go well with
sausages and chutneys and sausages are a part regular Danish lunch cuisine.
There can be potential distribution problems with this approach however existing strategic
partnership distribution channel can be used. On long term TCD can consider entering the
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Danish food market through a subsidiary and this is a cost effective option in the long term (5
years).
6.5.3) Marketing Mix for TCD in Denmark
Product Strategy
TCD can position itself in the market based on quality and variety. These are some of changes
TCD can consider with respect to table sauces in the Danish market.
1) Flavored mayonnaise can bring novelty to the Danish mayonnaise market and TCD canalso consider chili mayonnaise internet option and this can additional potential for TCD
to exploit.
2) Chili sauces There is no changes required for chili sauce in the immediate future buthowever TCD can look for novelty in chili sauce design
Product Packaging and labeling : TCD can consider packaging 250 ml packaging as that of its
competitors and can consider multilayered labeling with facts about fat content and also food
recipe for dishes with the chili sauce as there is growing heath conscious trend among Danish
consumers (GMID 2010a) . The figure 15 shows the product and consumer segment targeted
with
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Pricing Strategy
TCD need not consider any changes to the current pricing strategy for chili sauces but can
reduce the price of marinades as marinades can take the catering route which is price sensitive.
TCD can follow the current pricing strategy in UK, the current UK pricing strategy is given below
for 100 ml of wet sauce with cost split (Fixed cost , Variable cost and other cost are assumed
based on selling price and profit margin).
Figure 16 (Price adaption from TCD website and Dan may's class presentation)
The current pricing strategy can be retained but however it can be assumed that cost of retailer
can be less in Denmark when compared UK market (Tesco and Sainburys).
Place
Place has already discussed as a part of entry mode section in Denmark market
Promotion
TCD can consider the following promotions in Denmark.
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1) TV Cooking shows: TCD can consider its product promotion via the TV cooking shows,drawing from evidence of Euro monitor report (2010) it can be inferred that TV cooking
shows are popular and also 80 % of working population cook at home and this TV
cooking route can influence consumer buying decisions in Denmark.
2) Brand Story surrounding the tree: This report perceives that there is a need for TCD tohave a universal brand story and there is enough of evidence on fairy tale influence on
Danish culture (Philips 1999) and stories can be perceived towards brands.
3) Advertising via Google adwords : The there is increasing trend of internet usage andfood blogs (http://verygoodfood.dk/) and advertising TCD brand via google adwords can
be considered as a option as google is the most sort after search engine.
This report has identified Denmark as the primary market and will now look at Sweden as the
secondary market for TCD.
7) Sweden
Sweden has the fourth largest population in UK with population of around 8. Million, Sweden
has a potential market for sauces and table sauces are still in growth phase (GMID 2010).
Sweden has close cultural ties with Denmark and eating habits are similar to that of Denmark
and thus marketing strategies in both these markets can be similar.
7.1 Swedish eating habits and Lifestyle
Swedish eating habits are similar to that of Danish, majority of the Swedish population prefer to
have home cooked food similar to Danish but Swedish working population prefer to carry home
cooked food to office. The Swedish people prefer dine out for dinner occasionally and there is
popularity of Mexican, Asian and American foods (Kitler et al 2001). This trend increases their
exposure to chili sauces. The Swedish breakfast consists of cereals, bread and egg similar to
that of English breakfast. The lunch and dinner are composed of meat and sea foods. Cray food
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is a popular sea food in Sweden. Potato is part of regular eating habits and marinated salmon is
also a popular dish. Recent research by Swedish website in 2011 indicates that many traditional
Swedish dishes are reinvented with American influences
(http://www.visitsweden.com/sweden/Sweden-Facts/Worth-knowing-about-Sweden/Food-
culture/). The Swedish consumers are health conscious with diet similar to that of Danish and
most of the convenient food organizations have positioned themselves as healthy (Anon 2009).
On the life style front Swedish people use internet extensively and evidence of highest social
networking usage emphasizes this fact (TNS 2010). Swedish people are voracious readers and
this reflects from the evidence as Swedish people are top consumers of news papers in Europe
(GMID 2010d). Swedish people love to party similar to that of Danish people and Christmas and
Easter periods and food organizations are benefitted during this period as Swedish people dine
out during those periods (GMID 2010d). Swedish people are largest mobile phone users and
there is a popularity of Short Messaging Service (SMS) based promotions.
Implication to TCD
TCD can capitalize on the growing trend of multi cultural influence of Swedish cuisine and most
of these cultures have intake of chili sauces. TCD can position their products differently in this
market like marinates for parties, sauces for every day food (Sauces with Cray fish) and
chutney with potato and this helps TCD to concentrate on wider customer segments.
7. 2 Swedish Consumer segments
The following figure shows the Swedish consumer segments
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Figure 17 (Data from Euro monitor reports 2010)
Implication to TCD
Sweden has 34 % of middle aged adults who are health conscious and also have the highest
purchasing power with high paying jobs and similarly Adult in 20's population refer to working
population who are either unmarried or married and have high purchasing power and can have
consumption of convenient foods. TCD can target middle aged adults customer segment as
primary and Adults in 20 as secondary as both these segments are influenced by multicultural
cuisine (GMID 2010d).
7.3 Competitors in Swedish table Sauce Market
The Swedish table sauce has been primarily dominated by domestic markets owned by
Multinational players they are Unilever (Knor), Santa Maria, Felix, Bla band and ICA. The
unilever has positioned itself based on low price and higher quantity. Santa Maria can be
inferred to be based on price and variety. The figure shows the market share of competitors in
the Swedish market. The other brands such as Felix have positioned themselves based on
innovation and variety (http://www.kaywhymarketing.com/postcards/felix-sauces.htm).
http://www.kaywhymarketing.com/postcards/felix-sauces.htmhttp://www.kaywhymarketing.com/postcards/felix-sauces.htmhttp://www.kaywhymarketing.com/postcards/felix-sauces.htmhttp://www.kaywhymarketing.com/postcards/felix-sauces.htm8/6/2019 IM Assignment 109243005
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Figure 18 (Data refer appendix 7)
From the figure it can be inferred there is potential market available for TCD in Sweden and TCD
can position itself based on freshness, quality and variety as there is a trend for healthier sauces
with no artificial flavors (GMID 2010h). Having discussed about the competitors this report will
look at the marketing plan in Swedish sauce market.
7.4 Marketing Plan
The marketing objectives for TCD are defined as follows
1) To attain .5% of market share in table sauce segment for TCD products in Sweden in 2years.
2) To attain 2 % of market share in chutneys in Sweden in 3 years.
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3) To attain 2% of market share in marinades in Sweden in 3 years4) To create TCD brand awareness to 5 % of middle aged working population.
This report perceives chutney to be a novelty in Swedish market and aims for higher market
share in that market segment.
7.4.1 Entry mode for TCD in Sweden
The preferred entry mode for TCD in the Swedish market is strategic partnership with retailers
for chili sauces and chutneys. Research by Internet stats website (2010) indicates that Sweden
stands fourth in internet usage and shopping and it can be safely assumed that home cooking
population can be reached by this entry mode. Another potential advantage with this entry
mode is that variety of chili sauces and chutneys offered currently by TCD can be a novelty in
these retail stores and entry to these stores can be cost effective option when compared to
other retail stores however there are risks with respect to logistics which TCD needs to
consider. The marinade sauces can have entry mode through strategic partnership with fast
food restaurants as TCD marinade products do not offer novelty in particular and marinade
packaging option (4 pieces of meat in one bag) can suit the catering entry mode.
7.4.2 Marketing Mix of TCD in Sweden
Product Strategy : The product strategy can be similar to that of Denmark and TCD can look for
entering the market with flavored mayonnaise product and can reduce the fat levels in the
sauces and mayonnaise as the target consumers are health conscious, TCD needs to give the
fat levels in the label and can consider multi layer labeling. The labeling can also include recipes
of products which can be made from chili sauces as this will educate the consumers. TCD on the
long run can look to make the product organic as health conscious consumers look for organic
products.
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Price Strategy: The price strategy can be similar to that of Denmark and TCD can share the same
premium price and focus on freshness and variety as its differentiating factors.
Place Strategy: The place strategy has already been discussed in the entry mode section.
Promotion Strategy: TCD can consider the following promotional strategies
1) Google Adwords: As Sweden is the fourth largest users of internet google adverts are agood option for promotion and it also brings in novelty in promotion of sauces when
compared to competitors (GMID 2010d). TCD needs a brand story as Sweden has a fairy
tale story telling culture similar to Denmark and TCD can promote using this option.
2) Social media marketing: Sweden is the largest users of social networking websites inEurope (GMID 2010) and TCD can promote its products via its social networking pages
(http://www.facebook.com/pages/Trees-Cant-Dance-Chilli-Sauces/112646318748336) as the
entry mode is online retailers it can be possible to capture the customer details and those
customers can be targeted this way.
3) Newspaper ads on Dan may Chili recipe book: Swedish are the largest subscribers ofNewspapers and promoting TCD products along with a mention of Dan may recipe book
in news paper can be option which TCD can consider.
8 ) Implementation and Control
This essay perceives a common implementation and control for both the markets.
1) The problems perceived in the marketing strategy of the Denmark and Swedishmarket is with respect to imitability of competitors as competitors such as Unilever
and Santa Maria can reproduce the novelty of TCD and this report perceives a risk in
that regard.
http://www.facebook.com/pages/Trees-Cant-Dance-Chilli-Sauces/112646318748336http://www.facebook.com/pages/Trees-Cant-Dance-Chilli-Sauces/112646318748336http://www.facebook.com/pages/Trees-Cant-Dance-Chilli-Sauces/112646318748336http://www.facebook.com/pages/Trees-Cant-Dance-Chilli-Sauces/1126463187483368/6/2019 IM Assignment 109243005
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2) Consumer education: Consumer education is a potential risk in both the markets forTCD and as TCD novelty in chili sauce segment might not reap the potential benefits.
3) Growing Consumer awareness of organic products : As TCD is not an organic productthis essay perceives this to be a potential risk if TCD does not consider organic product
positioning.
This report presents a comprehensive screening process and marketing strategy for
TCD products.
Appendix 1 - Internet shopping population
Appendix 2 Internet usage statistics (http://www.internetworldstats.com/stats4.htm#europe)
http://www.internetworldstats.com/stats4.htm#europehttp://www.internetworldstats.com/stats4.htm#europehttp://www.internetworldstats.com/stats4.htm#europe8/6/2019 IM Assignment 109243005
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Appendix 4 Table sauce market in Germany
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Appendix 3 - Sauce market in Denmark
Appendix 5 Table sauce market in Sweden
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Appendix 6 Table sauce market in Netherlands
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Appendix 7 Table sauce competitors in Danish market
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Appendix 8 Competitors in Sweden Table sauce market
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Appendix 9 Value chain Analysis for TCD.
Inbound logistics : Drawing evidence from the case study (2011) it can inferred that Inbound
logistics forms an important aspect for TCD as most of the chili are grown internally and some
are outsourced and this large value to the production of chili sauces.
Operations : Drawing evidence from the case study (2011) it can be said that operations
constitutes to major activities as the activities in the operations are chili sauce preparation,
bottling, labeling etc and this adds maximum value and this can be considered to be core
competency of TCD.
Outbound Logistics : Drawing evidence from the case study (2011) it can be said that TCD
products are sent to retailers such as Tesco , Sainsbury's , Fenwick in North east region and it
can be said this involves the least value to be added to the product as only transportation
Marketing & Sales : Drawing evidence from the case study (2011) it can be said that TCD foods
are highly reliant on Tesco and Sainsbury's for their promotional activities and these retailers
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play in an important role in consumer buying of the product and hence there is 20 % of value
added in this activity.
Support activities : All other support activities apart from procurement as there are nosupport departments. Procurement adds 5 % of values as apart from chili TCD needs tomato
puri's and some foods required which needs to be purchased before chili sauce production.
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