1. Marketing Plan
1.1 Description of the Company
Wimm-Bill-Dann is the is the largest producer in dairy products and one of the leader children’s food in Russia. WBD has more than 35 production facilities in Russia, Ukraine and Central Asia. The Company distribution network covers 100% of the Russian territory and also includes the CIS. Serving needs more than 280 mln. consumers[1].
More than 17,000 people work at WBD’s production facilities and trading affiliates.
Wimm-Bill-Dann is the one of the first Russian company who start to produce packaged juice products. Before WBD, no one in Russia produce packaged juice. Imported juice products in modern packaging were virtually non-existent[2].
The most recognized brands include: Domik v Derevne (Little House in the Village), Chudo (Wonder), Vesely Molochnik (Happy Milkman), Imunele and Lamber. We also have Russia’s best-known juice brand, J7. Another less popular brands are Lyubimy Sad (Favorite Garden), Chudo-Yagoda (Wonder-Berry), and Essentuki. The most recognized baby-food brand in Russia is the trademark Agusha[3].
The Company's revenue has grown from $ 1,189.3 million for 2004 to $ 2,181 million for 2009 (IFRS). Revenues for 2009 decreased by 22% compared to 2008.
The mission of the company is to help the entire family live healthier lives by enjoying the nutritious and delicious food and beverage products every day throughout their lives.
Highlights for the first quarter 2010[4].
Group revenue increased 19.1% year-on-year to US$615.3 million driven by solid volume growth across all segments and helped by a stronger ruble
Group gross profit increased 2.3% year-on-year to US$172.0 million
Group gross margin declined to 28.0% from 32.5% compared to prior year as a result of sharp increases in raw milk costs in the first quarter of 2010
Group net income almost tripled to US$33.7 million from US$12.6 million a year ago
Net income as a percentage of sales increased to 5.5% in the first quarter of 2010 from 2.4% in the same period last year.
1.2 Products and Services
The principal dairy products include:
o Traditional products, such as sterilized milk, cream and butter, as well as traditional sour-milk products such as kefir, cottage cheese, soft cottage cheese and sour cream.
o Yogurts and dairy desserts, such as drinking yogurt, mousse, fruit-flavored milk and kefir, puddings and flavored cottage cheese.
o Cheese products, including hard and processed cheese.
The beverage products include:
o juice and nectars produced from juice concentrate,
o enriched juice-based drinks,
o traditional berry-juice-based drinks,
o mineral water.
The baby food products include:
o Liquid dairy products for infants under the age of three;
o Juices for infants under the age of three;
o Meat, fish, chicken, fruit and dairy purees for infants under the age of three;
o Products for pregnant women and nursing mothers.
1.3 SWOT analysis
A SWOT analysis is a tool, used in management and strategy formulation. It can help to identify the Strengths, Weaknesses, Opportunities and Threats for our company.
This is a summary of the business’s most important strengths, weaknesses, opportunities and threats.
Strengths
Good management skills (will run business)
Deep knowledge and understanding of both Russian market and foreign benchmarks.
Effective organizational structure – efficient and fast decision making.
Excellent quality product (adds to reputation)
Weakness
The struggle to build brand equity
Opportunities
More offerings in economy segment
More price segmentation
Expanding market share
Threats
High price (Price is the major threat. If the price goes certain beyond the exact price at the market it will affects the consumption of the juice. Because when the price goes higher customers go for the substitute).
Consumers become more prudent
Increasing supplier prices (resulting in reduced profitability)
Effective cost management is crucial to survival
Tougher monetary environment, many companies forced to cut advertising, headcount, salaries
More stringent financial and borrowing environment
Competitors could harm by getting aggressive in their promotional activities.
1.4 PEST Analysis
· Political analysis
- Government is becoming really conscious about the healthy nation and healthy food
· Economical analysis
- Economic factors are the main factors in any industry who affect to the industry in many ways
- Inflation impacts highly negative
· Social analysis
- Social programs
- WBD sponsors various socially significant projects, donates funds to orphanages, hostels, churches and cultural establishments.
· Environment
- Central government is going to be seriously concerns about environmental issues
· Technological analysis
- Through modern equipment WBD increases efficiency of its business and can has up-to-date data about their products
1.5 Market Analysis
According to the Russian Union of Manufacturers of Juice by the end 2008 manufacture has concentrated in hands of four companies of giants[5]. ............
