MARKETING AS MANAGEMNT PROCESS

Product Type : Ready to drink milk for pregnant ladies.
Brand name : Lactamil
Produce by : PT. Sari Husada.


Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. (Acording to Chartered Institute of Marketing)

Identifying

Customer Need :

• The good nutrition is needed by a pregnant woman to help her fetus grow perfectly.
• Many of them are career women who feel uncomfortable and inconvenient to carry along their office documents plus another tin of milk for her pregnancy.

Company Concept :

• They need pregnancy milk with a practical packaging so that they feel comfortable to bring along with them.
• They need pregnancy liquid milk which is ready to consume.
• The milk composition that they need are :
  · DHA
  · Folic Acid
  · Prebiotik FOS
  · Zink

Anticipating

Before the production begins or launch of the liquid milk for a pregnant woman, the company makes a survey of their target market. From the respond the company knows that the liquid milk product can be accepted in market.

We need to educate the market about the new product by having promotional activities. This promotion will introduce the new product and at the same time ensure long-term or sustainable customer loyalty.

Satisfying

The marketing involves making surveys by using questionnaires to know the satisfaction of the costumers.
Making gatherings with pregnant women, which will be sponsored by Lactamil.
Create new flavors, for example: ginger, orange, coffee, cappuccino, etc.


SWOT

We are going to present our competitor, “PRENAGEN” which has launch their new product “EMESIS”. This is made for pregnant lady who has a feeling of sickness and nausea, sometimes with vomiting.

Strengths:

In the first trimester of pregnancy, pregnant lady will experience a feeling of sickness and nausea, sometimes with vomiting. This symptoms are considered normal pregnant woman in the first trimester, but don’t forget about the maternal nutrition needed for pregnancy. Nausea and vomiting can cause serious nutrition deficiency.

Weakness:

This product is come with as minimum 200gr powder milk package. Its mean the product package does not comfortable and practice to carry by career woman.

Opportunities:

None of pregnancy milk has product which care for vomiting and sickness symptoms. While this symptoms are really annoying and makes every women do not feel comfortable.

Their segment is higher than LACTAMIL, because this symptom is happen to almost all pregnant ladies.

Treats:
Later on there are many pregnancies milk has opportunity to make a same product. It’s mean they have to be ready to face the competition.