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Company Description

Dean Foods is located in Dallas, Taxes. It is a largest processor and direct-to-store distributor of fluid milk. There are more than 50 local and regional diary brands to serve the customers. The products include frozen and canned foods, dairy products and condiments. Some of the brands have been around more than 100 years, serving as the cornerstone in their community for providing wholesome, great-tasting dairy products.

Core Value

At Dean Foods Procurement, our goal is to procure safe, high-quality goods and services needed to run our businesses competitively. We expect extraordinary integrity, pricing, service, support, innovation and continuous improvement from our selected suppliers.

Business Definition

Pure and simple, Dean Foods ensure Mother Nature's most perfect food finds a place in every home. The Company's primary objective is to maximize long-term stockholder value, while adhering to the laws of the jurisdictions in which it operates and at all times observing the highest ethical standards.

Strategic Direction

When consumers reach into their local dairy cases, they're looking for more than just a gallon of milk. They expect a fresh, safe and absolutely delicious product.

Since its inception, Dean Foods has been building consumer confidence with a wide variety of local and regional dairy case brands that include milk, creamers, ice cream and cultured dairy products.

Strategic Infrastructure

Leading producer and marketer of dairy foods and other special foods.In the future, Dean Foods will rely primarily on third party distribution and transportation companies to replace the services provided by DFC Transportation Some DFC Transportation employees maybe transferred to positions in other Dean Foods business units

Dominate Strategy

Dean Foods' products are cheaper than their competitor.

E-commerce and Social Media

Dean Foods uses E-commerce to explore their market through the Internet, television and advertisement. A good way to improve sales as more people love to stay on the internet. Dean Foods builds up digital customer relationship to connect with customer's interest.

Competitive Advantage

Curiosity's storytelling creative philosophy helps brands connect with consumers across traditional, interactive, social and direct channels.

Driving Industry Competition

Rivalry Among

Existing Firms

Marketing Research

1. Customer's satisfaction improve

2. Improving product quality

Complete a Marketing

Research Process

Selected Area: Customer satisfaction

Problem Definition: How to improve the customers' satisfaction?

Exploratory Research Design: We can choose some customers and do some depth interview. Also, we can do some case analysis.

Quantitative Research Design: We can do internet survey and mail survey to find customers' satisfaction rating toward the company.

Psychological Factors

Motivation

Perception

Key product: Country Fresh

Factors influence Consumer Behavior

We need make our product package attractive, then we should ensure the product quality. We can add vitamin, protein, fibers

and nutrition in the milk.

Consumer Satisfaction and Loyalty

Creating the personal relationship by enhancing trust, providing better customer service, increasing communication and feedback, developing a personal relationship that provides on emotional connection.

Dean Foods satisfaction scores: 7/10

Customer satisfaction

& Loyalty Plan

Building long-term relationship with customers, providing rewards to customers and offering discount to loyal customers. Also we should train service workers, provide good service to our customers to meet customers expectation.

Target Market Segment

young moms who buy milk for their little kids, who need protein, vitamin, and fiber to ensure health but don't like to eat food

Segmentation Variables

Psychographic and lifestyle

young moms for age between 21~35. They are busy, have no enough time to make variety food for their kids who need nutrition

Marketing Strategy

Concentrated

We decided to concentrated in young moms who have little kids and those kids need vitamin, protein and fibers to grow up and ensure enough nutrition. We can use cute package to attract little kids and give gifts to reward our customers. And ensure the good quality of our milk.

Positioning Map

Brand Strategy

Dean Foods brand are stronger than competitors. Branding is very important to Dean Foods. Dean Foods has more than 50 local and regional dairy brands. The company uses individual brand strategies that each major product or line has a unique brand name. Brand send strong signals about what a company represent.

Brand Equity

  • Brand Awareness
  • Perceived Quality
  • Brand Association

Organizational Benefits From Brand Equity

Dean Foods build its brand equity through gaining brand awareness, brand loyalty, perceived brand quality, brand association and competitive advantage. Dean Foods increase advertising channels to let moe people know their brand. The increase of perceived brand quality also increase brand loyalty. Dean Foods reduce the delivery time, increase product quality, hold sales promotions to meet customer satisfactions.

Goods and Service

Almost Pure Goods: Almond Milk, Milk, Cream, Butter, Ice cream

Goods with Service: delivery products to grocery stores

Marketing Strategy

  • Search Qualities
  • Experience Qualities

Search Qualities

Most of Dean Foods products are pure products such as milk, eggs and ice-cream. Therefore, we should use search qualities.

Experience Qualities

Dean Foods also has the delivery service. Therefore we should also use the experience qualities.

Product Planning / Innovation Strategy

  • Core Product Focus

Dean Foods is a leading food and beverage company since the food and beverage products are all existing products, and existing segment. Dean Foods should maintain, expand or harvest current products. In this way, Dean Foods should imply core product focus.

  • Continuous Innovation

Dean Foods products package add a receipts section to help consumer better use the products.

  • Dynamically Continuous Innovation

Dean Foods dairy product that add more nutrition or proteins or more favor choices that require or permit consumers to alter some aspect of their behavior.

Product Life Cycle Curve

Integrated Marketing Communication Objectives

Dean Foods' primary integrated marketing communication is to create demand for products. The advertising channels, sales, promotions are all for create demand for products, let more consumer know the products and create consumers' desire to buy.

Integrated Marketing Communication Campaign

Dean Foods use many media channel to identify integrated marketing communication campaign. Dean Foods use advertising, sales promotion, personal selling, private relationship and sponsorship to reach consumers with a powerful effect in the market. Dean Foods use delivery truck to advertising their sales promotion. They have huge advertisement on their delivery truck.

  • Sales Promotion
  • Advertising
  • Public Relations

Media Options for Our Organization

Personal Selling

  • Direct Sales
  • Missionary Sales

The most important type for Dean Foods' sales promotion is detail person.

It also involve in service salesperson. Dean foods sells its delivery services to grocery stores.

Roles & Responsibilities of Salespeople

  • What is the culture of Dean Foods?

A healthy environment that builds on diversity and unique strengths of each employee. Led by the Dean Foods Guiding principles, we reward teamwork and collaboration, and strive for personal excellence and integrity.

Differentiation and Price Competition

Differentiation and price competition influence our organization a lot. We have many competitors and customers are tend to buy lower price product.

Pricing Strategies

  • Value-Based

We have deep product lines and competitive products. We attract our customer by our product quality and value instead of price. Customers pay more attention on value than price, and then use promotion to attract more customers.

Customer Value Propositions

  • Customer Intimacy

Dean Foods strive primary for product leadership. Since our company are mainly produce products. Therefore, product leadership is very important. And we have deep product lines, and did lots of studies to improve our product quality.

Consumers have needs for organic dairy food.

Sales Promotion

Dean Foods have many sales promotion events, such as buy 5 dean foods products at the same time, get 5% off. Buy 3 country fresh milk and the consumer could get the coupon.

Advertising

Advertising is used in our organization. There are many advertising channels that Dean Foods use such as TV commercial, mobile commercial, E-mail commercial, sponsorship commercial and outdoor advertisments.

---Low Cost

Public Relation

Public relation involves sponsorship and events. Our company support the feeding America and sponsor their activities to promote products.

Marketing Research Process

Problem Definition

Exploratory Research

Design

Quantitative Research

Design

Direct & Missionary Sales

Dean Foods uses both direct sales and missionary sales. Dean Foods uses field selling and inside sales to sell their products to different grocery stores. And they also use missionary sales, such as sales promotion to sale their products to customers.

Brand Awareness

On Dean Foods website, under the brand category, there are recipes and detail integrands in list. And also have APP available.

If the customer’s satisfaction has been improved, coming back customer will increase and improve on company’s revenue, which called customer’s loyalty.

Perceived Quality

Dean Foods spend more to ensure faster delivery, fresh quality to meet the customers' satisfaction.

Dean Foods

The faster delivery will ensure the freshness of the products, Also the company can choose suppliers that have high quality doing products In addition the best way for the company are advanced machine and hire skilled workers.

Brand Association

Dean Foods support feeding American, the nation's leading domestic hunger-relies charity. This action evokes positive attitudes and feelings in consumer's mind.

Potential Entrants

Dean Foods competitor Horizon Dairy sell eggs, Kirkland sells soymilk, Meijer carry breads, Silk sell soymilk, these companies are all Dean Foods competitors, but they entered new market and sells some products that not sell in Dean Foods

Top Dean Foods supplier: AG power partner,

TLC, Now AA, DFA and Dairy Farm

Treat of new entrants

Suppliers

Intermediaries & Buyers

Bargaining power of

suppliers

Bargaining power of buyers

Current and potential customers: customers have dairy requirements, customers who want fresh, nourishing and quality products

Price: much lower than its competitors

Distribution: fluid milk, ice cream, cultured products, juices, teas, bottled water

Household, customers who have dairy requirement

Substitutes

Horizon’s dairy products, Meijer dairy products, Silk’s dairy product Kirkland dairy products.

Treat of substitute products

or services

Group Members: Ying Wang (A45329097)

Yinglin Ma (A45741187)

Yanting Yang (A46882203)

Yihan Liu (A47198593)

Lu Sun (A47213500)

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