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The American College of Greece Deree

Department of Marketing, School of Business Administration

Module: MK2050 - Principles of Marketing (Level 4)

Term: Fall Semester 2011

Type: Research Project

Submission Date: Oct. 24th or Oct. 25th (depending on the section)

Instructions for the Project

Introduction

The following information details the required project (1st assessmentwhich contributes 40% of your final grade) in which you need to select aproduct that is sold in the Greek market, describe its marketing strategy

and the general environment under which this brand operates. Theproject objectives, requirements and the criteria on which you will beevaluated are included in this document. So, please ready it carefully.

Learning Outcomes

1. Explain the role of marketing and its importance to the economy andto organizations; know the fundamentals of marketing research,consumer behavior and understand their impact on marketing strategy.

2. Locate, extract, analyze data from library and other secondaryresources, including the acknowledgement and referencing of sources,pertaining to specific marketing cases; use information technologyeffectively to retrieve, process, analyze and communicate information.

3. Apply numeric skills and quantitative techniques in solving simplemarketing problems such as market share, demand elasticity, pricing,etc.

4. Communicate ideas and arguments in English both orally and inwriting.

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5. Develop interpersonal and teamwork skills.

Start

You must form a team with 2-3 students. All students in the group mustcontribute to the research aspect of the project.

Select a brand from the Greek market and specifically from the FMCG(fast moving consumer goods) market. Select a brand that you like or onein which you have an interest.

Each student must write and submit the project following the outlinebelow. Your project will be evaluated based on: (a) the content and yourunderstanding of marketing concepts, and (b) the organization and

mechanics. The following sections provide detailed information on thesetwo criteria.

Contents & Understanding (total of 80 points)

1. Introduction: briefly state the purpose of the project and briefly describe thecontents.

2. Information on the Company (10 points)

(a) Provide a brief company background, that is, information about thecompany which is manufacturing and/or selling the brand in the Greekmarket. Define the type of company (Greek company vs. multinational).

(b) Provide some information on the size of the company in terms of sales,profit, and any other resources that they might have.

(c) Describe the basic product categories that the company markets alongwith the brands it has in each product category (product depth andwidth).

3. Information on the Market (40 points)

(a) Describe the market: start from the broad market (ex. confectionaries)and narrow to the specific market (ex. chocolate market).

(b) Identify meaningful segmenting dimensions and segment the marketutilizing at least two meaningful segmentation techniques.

(c) Collect information about the size of the market and the size of thesegments (above). Identify the needs that drive the market and the stage

of the PLC that the market is in.

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(d) Identify any important trends (e.g. economic, consumer, competitive,etc.),

(e) Describe both direct and indirect competitors for your brand.

4. The Marketing strategy (30 points)

(a) Describe your brands target market using a consumer profile approach.Be sure to define who are the brands current consumers and to whom isthe marketer targeting promotional messages. (10 points)

(b) Describe the elements of the marketing mix (20 points)

Product: assess benefits, characteristics, product items, brand name,packaging, label, etc.

Price: gather information on how much your brand is sold for, comparedifferences in price for different sizes, and compare the brands pricing tothe price of the main competitor(s);

Promotion: describe the brands main promotional activities; if thecompany uses advertising, which media are used; Any sales promotions?PR? Other forms of marketing communication?

Place: list the various contact points where the product can bepurchased.

5. Conclusion: briefly describe the general market trends and your brandsposition in the market.

Organization & Mechanics (total of 20 Points)

The project must be typed (A4 paper, double space, font Arial size 12),without spelling, grammar, syntax and/or punctuation mistakes.

The project must be presented in an organized and professional way. Usethe outline provided above to structure your project.

The length of the project should be approximately 2,000 words. Marks willbe deducted for shorter or longer projects. Specifically, a 5% deduction inyour total score if your word count deviates by 10 to 15% and a 10%deduction if the deviation is more than 15%

You need to submit both a hard copy and an electronic copy of yourproject.

The project must be bound (preferable ring binder).

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The project must be properly referenced. References should be includedin the main text and listed (alphabetically) on a separate page at the endof the report.

Referencing is a standardized way of acknowledging the sources of

information and ideas that you have used in your document. Referencingis important to avoid plagiarism, to verify quotations and to enablereaders to follow up what you have written and locate the cited authorswork. Use Harvard Style referencing. For more information visit:

http://www.library.uq.edu.au/training/citation/harvard_6.pdf

Plagiarized material will result in the grade on F on the project.

Sources of Information

This is a research project. For your research, you need to use librarysources and to study several academic journals.

Academic Journals.You must have 5 to 7 references to articles fromacademic journals. Some recommended titles are: Journal of Marketing,

Journal of Marketing Management, Harvard Business Review. You canfind these journals in our library database [search in Business SourcePremier (EBSCO)].

Library databases. One very useful database is the Global MarketInformation Database. You can access it through: acglib, e-Resources,on-line indexes and databases, Global Market Information Database(Euromonitor), select Greece.

Trade Journals. You can find in our library: Marketing Week and .

Personal Observation. Visit stores, collect promotional material, etc.

Interviews. Contact the product manager, the advertising agency, etc.

Originality and Authenticity

The rules of academic ethics apply to this assignment, including therequirements that the student undertakes the written project withoutimproper or unauthorized assistance from anyone. If it is determined thatthe project is not the work of the student, the instructor may grade theproject as an F.

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Important: Assessment Deadlines

Students must submit work by the deadlines set in the course/project outline. Work

submitted after but within seven days of the deadline will receive a maximum grade

of D. Students will fail the assessment if work is submitted later than seven days after

the deadline (Regulatory Framework 7.2).

to istoriko ths FrieslandCampina

History

Royal FrieslandCampina is organized as a cooperative, with roots going back to 1879.

It has grown through mergers and takeovers.

In late 1997 four Dutch dairy cooperatives merged to Friesland Coberco Dairy Food.

In June 2004 Queen Beatrix of the Netherlands granted FCDF the Royal status. FCDF

renamed itself to Royal Friesland Foods.

Campina was created in 1989 by the merger of two of such regional cooperatives,

Melkunie Holland and DMV Campina. After this merger the company was named

Campina Melkunie until it dropped the Melkunie part in 2001.

In 2004 Campina and Arla, a Danish dairy cooperative, announced to merge,[2]

however this plan was disbanded in April 2005 for undisclosed reasons[3] although

plans for other forms ofcooperation are still said to be considered.

On 19 December 2007 Campina and Friesland Foods announced that the companies

are exploring the possibility to merge. The EU approved the merger of the two

cooperatives provided that they sell certain cheese and dairy drink divisions.[4]

http://www.bs.teilar.gr/mtol/images/files/v2009/tsakistara-sdrolias-kakkos-polyzos

%5B1%5D.pdf

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http://en.wikipedia.org/wiki/Arla_Foodshttp://en.wikipedia.org/wiki/FrieslandCampina#cite_note-1http://en.wikipedia.org/wiki/FrieslandCampina#cite_note-2http://en.wikipedia.org/wiki/Cooperationhttp://en.wikipedia.org/wiki/FrieslandCampina#cite_note-3http://en.wikipedia.org/wiki/Arla_Foodshttp://en.wikipedia.org/wiki/FrieslandCampina#cite_note-1http://en.wikipedia.org/wiki/FrieslandCampina#cite_note-2http://en.wikipedia.org/wiki/Cooperationhttp://en.wikipedia.org/wiki/FrieslandCampina#cite_note-3


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2.

The global company FRIESLAND COBERCO DAIRY FOODS, saw as an emergedmarket Greece and Acquired FOODINVEST HELLAS in order to strength and

expand its overall market segment. Somehow the Greek milk market operates under

oligopoly conditions which creates a cartel, and gives automatically an advantage to

Friesland.

FRIESLAND HELLAS (),

o FRIESLAND COBERCO DAIRY FOODS,

FOODINVEST HELLAS (.) .

FRIESLAND HELLAS

. ,

.

60

(, - ) 14.000 ..

K 1986 UNILEVER

ALGIDA 1999.

FRIESLAND HELLAS, 180 . 182, ()

, .

FRIESLAND

COBERCO DAIRY FOODS, FRISO, FRICO

DEBIC.

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