Marketing Rationale for Rebecca’s Dairy
Activity 1
In this report, I will produce a rationale to expand the Rebecca’s Dairy brand.
Rebecca’s dairy is a working organic dairy farm that was started over 60 years ago in Cornwall. The
dairy herd has continued to expand, and the company now produces approximately 450,000 litres of
organic milk each year.
Aims and Objectives
- To diversify by developing a new product.
- To get 50% of the tourist market to taste the ice cream.
- To increase brand awareness and gain 25% of the ice cream market in Cornwall within a year.
- To market a limited range of natural flavours in the first instance.
- Increase the diversity of the ice cream market.
The importance of knowing and understanding marketing aims and objectives
Knowing well marketing aims and objectives are important as without clearly defined objectives, the
company will struggle to carry out its plans since it won't know what it intends to do. Moreover, it
provides a focus for marketing decision-making and effort. As it is a new business it will provide
incentives for the marketing team and measure of success/failure. Lastly, being more specific about
what needs to be done and having clear targets and objectives can assist the company in achieving
its goals.
Rebecca’s initial plan
Rebecca’s initial plan is to use around 20% of current milk production for ice cream, moving to a
higher percentage if the new market is successful.
Primary research (Field)
Field research is another term for primary research. It involves first-hand research, which is often
conducted for a specific purpose.
Surveys:
Rebecca's Dairy can use surveys, and the results of primary research will provide valuable insights,
which are normally used to guide product development and other changes in company policies. They
can consist of a sequence of easy-to-answer questions that are usually multiple choice. This
will permit the researcher to collect and analyse quantitative data.
Questionnaires:
Rebecca's business could profit from using a questionnaire as a major research method because
questionnaires are a reasonably inexpensive, rapid, and efficient way of gathering significant
volumes of data from a big sample of people. In addition, Rebecca's Dairy may collect data using
both open and closed questions. This is advantageous since it allows for the collection of both
quantitative and qualitative data.
, Secondary research (Desk):
Secondary research, often known as desk research, is a type of research that makes use of previously
collected data.
Internet:
Rebecca's Dairy might do secondary research using the internet, which is already a part of secondary
data sources and is one of the most well-known news stories of humanity. Furthermore, her
business will benefit as a result of her activities, as the advent of the Internet has resulted in changes
in communication, revealing new helpful options in marketing and marketing research.
Target market/audience
Tourists, restaurants and local public - this will initially promote her ice cream and get everyone
talking about her name, as well as targeting artisan ice cream lovers. I would not recommend taking
the idea to shops since it would take the idea away from Rebecca and make the business less
unique.
This unique way of eating ice cream would also draw attention to local products. Rebecca's Dairy
might primarily target children and even old people of both genders, ranging in age from 3to 75. As
with other artisan ice creams, the product has garnered popularity among consumers of all ages due
to its high vitamin content and natural and organic composition.
Size and structure
Rebecca’s ice cream production industry is expected to develop over the next five years, as disposable incomes
are expected to rise and operators profit from increased demand for luxury products.
Market segmentation
Demographic – Rebecca might target both genders, from age 3 to 75 as they are the most active
ages who are more likely to buy artisan ice creams regularly.
Geographic – Customers who are passionate and motivated. Moreover, people that are near to
Cornwall side will be easier and the business will have more customers from there as the business is
located in Cornwall.
Psychographic – Rebecca should be aware of this in order to have an affective and trustworthy
consumer. They will be different types of customers depending on their lifestyles, interests, and
personalities. Customers with a regular job will have more opportunities to purchase ice cream.
Behavioural - Since that Rebecca is going to operate in a niche market, this means there are benefits
and risks associated with this type of market. Niche marketers normally face less competition in the
market, as they deal with a specific product for a small segment of the market. This means there is a
higher chance of brand loyalty because customers will repeat the same purchases for the same
brand and might if recommend it to friends and family, this can lead to increase brand awareness for
the business. Therefore, Rebecca will need to make sure that her ice cream is unique and strongly
accepted by the local people.
