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Copy of SUPER JAM APPROACHING DANISH MARKET

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by

Patrycja Groń

on 28 January 2014

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Transcript of Copy of SUPER JAM APPROACHING DANISH MARKET

economical forces:
SPREADS MARKET IN DENMARK
sugar tax
introduced in 2012 caused 9% price raise what lead to
spectacular fall of demand
honey
spreads suffered least
demand for
high quality product
"no added sugar", "100% real fruit", "natural ingredients
domestic
products dominating market
technological force:
social/cultural forces:
products
SUPER JAM

PEST
External analysys
environmental force:
APPROACHING
DENMARK

political forces:
10th place in the world considering nominal GDP per ca pita
unemployment level=6,7% (July 2013)
tradition of liberal international trade
first position in Economic Freedom Index
one of the most competitive economies of the world
broad based taxation system with 25% VAT,sum of all taxes estimated around 46%
world's lowest level of economical inequality (World Bank)
country with one of the highest hour rates in the world
kingdom with a very strong democracy
one of the first EU initiators
individualistic, feminine society with low power distance and uncertainty avoidance, short time orientated
aging population
equality of incomes
world known, specific Scandinavian style and taste (close to the nature)
innovative (shipping industry,MAN Diesel engines, Dan Call - first GSM mobile telephones)
Novo Nordic - world market dominating pharmaceutics
Danish engineers took part in creating all the most important programming languages
strong environmental policy
increasing pressure on energy savings and environmental management
taxes cutting the emission of greenhouse gases
strong focus on renewable energy
legal force:
policies promoting foreign direct investment
high alcohol, cigarettes, car, sugar taxes

price sensitivity
( memories of crisis),
quality
sensitivity
"less but better"
trend
health and environment
concerned
traditional flavors
preferred (strawberry, raspberry, orange)
general trends
customer behavior
competition
Nutella (12,3% market share)
Den Gamle Fabrik (11,5%)
Jakobsens Honning (5,1%)
Coop (4%)
Ænglamark (3,5%)
Den Gamle Fabrik = the strongest competitor
Superjam's competitive advantage =
no sugar added
INTERNAL ANALYSIS
SWOT
MARKETING STRATEGY:
100% fruit
no sugar added
Segmentation on B2C market:
Geography
-urban
Behavioral
- consumers of high quality products, taking careof healthy diet , motion, wellness
Psychographic
: wealthy, middle class, single, families with kids
Profile
: 26-60 years old
seadless jam-spread for kids
Target:
People from cities and towns, earning more than 50 000 DKK per family monthly, concerned about health and wellness, single, young marriages, retired, families with kids
POSITIONING
MARKETING MIX
price:
approximately
23 DKK
place:
popular supemarkets excluding discounts + independent, small grocery stores
promotion:
the best locations in stores
TV spot
tee parties
more=cheaper
stickers, pictures - collective for kids
Budget = 80 000$
Financing method options:
company owned assets (risky)
finding investor (recommended)
bank loan
ORGANIZATION
introducing KAM system
sense of urgency
forming coalition
creating basic vision
communicating the vision
empowering others to act togethervith the vision
short term wins
consolidation of improvements
institunalizing change
Full transcript