Yoghurt is used to supplement the main diet. Various developments have been registered in the production and marketing of this product in different markets across the globe. Different production companies have developed different brands of the product leading to an increased competition in the market. Besides, other related milk products give stiff competition to yoghurt in the market. The company that is to succeed in the market has to be sensitive and able to respond to the changing market trends. It has to develop a product brand that meets the changing needs of the clients. The organization should develop a marketing strategy that ensures proper brand positioning in the market.
There has been a significant growth in the UK yoghurt market in the recent years with 21% increase in the period 2006- 2011 (UK-June 2011 Report, 2011). One of the players in the UK yoghurt is Yeo Valley Organic. This is a farming and dairy company situated in the Yeo Valley of Somerset, England. The company deals in a variety of dairy products and other desserts. Initially starting with the natural yoghurt, the company has expanded its operations to produce more brands of the products to meet the customer needs in relation to tastes or costs of the products. Other companies offer similar products in the market leading to increased competition in the UK yoghurt market. The organization is then faced with the challenge to develop products that rank above those produced by the competitors in customer satisfaction. A good market plan will help the company to position its brand above the competing brands. This calls for an analysis of all the market forces in the UK yoghurt market and identifying procedures of overcoming the forces. Due to the changing customer needs, the organization has introduced a new product that is of better medicinal value. Apart from the normal ingredients, this new product has a component that makes it suitable for relieving mid pain. The company is in the process of marketing this new product. This paper illustrates a market plan that is to be adopted by Yeo Valley Organic to help achieve its marketing objectives. It is a one-year program to market the new yoghurt products by the company. 2. Mission and Business objectives The management at Yeo Valley Organic has noted that the quality of the products can be improved through proper care given to the dairy animals. This requires proper environmental conservation initiatives. Thus, the organization is committed to providing quality products to customers while reducing the adverse effects of their operations on the environment to ensure sustainable production. The organization has set a number of objectives that are concerned with management of environment. It is concerned with ensuring sustainable production in order to survive in the future market. To reduce the production cost