The American College of Greece Deree Department of Marketing, School of Business Administration Module: MK2050 - Principles of Marketing (Level

l 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 assessment which contributes 40% of your final grade) in which you need to select a product that is sold in the Greek market, describe its marketing strategy and the general environment under which this brand operates. The project objectives, requirements and the criteria on which you will be evaluated are included in this document. So, please ready it carefully.

Learning Outcomes 1. Explain the role of marketing and its importance to the economy and to organizations; know the fundamentals of marketing research, consumer behavior and understand their impact on marketing strategy. Locate, resources, pertaining effectively extract, analyze data from library and other secondary including the acknowledgement and referencing of sources, to specific marketing cases; use information technology to retrieve, process, analyze and communicate information.

2.

3.

Apply numeric skills and quantitative techniques in solving simple marketing problems such as market share, demand elasticity, pricing, etc. Communicate ideas and arguments in English both orally and in writing.

4.

5.

Develop interpersonal and teamwork skills.

Start You must form a team with 2-3 students. All students in the group must contribute 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 one in which you have an interest. Each student must write and submit the project following the outline below. Your project will be evaluated based on: (a) the content and your understanding of marketing concepts, and (b) the organization and mechanics. The following sections provide detailed information on these two criteria.

Contents & Understanding (total of 80 points) 1. Introduction: briefly state the purpose of the project and briefly describe the contents. 2. (a) Information on the Company (10 points)

Provide a brief company background, that is, information about the company which is manufacturing and/or selling the brand in the Greek market. Define the type of company (Greek company vs. multinational). Provide some information on the size of the company in terms of sales, profit, and any other resources that they might have. Describe the basic product categories that the company markets along with the brands it has in each product category (product depth and width). 3. Information on the Market (40 points)

(b)

(c)

(a)

Describe the market: start from the broad market (ex. confectionaries) and narrow to the specific market (ex. chocolate market). Identify meaningful segmenting dimensions and segment the market utilizing at least two meaningful segmentation techniques. Collect information about the size of the market and the size of the segments (above). Identify the needs that drive the market and the stage of the PLC that the market is in.

(b)

(c)

(d)

Identify any important trends (e.g. economic, consumer, competitive, etc.), Describe both direct and indirect competitors for your brand. 4. The Marketing strategy (30 points)

(e)

(a)

Describe your brands target market using a consumer profile approach. Be sure to define who are the brands current consumers and to whom is the marketer targeting promotional messages. (10 points) 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, compare differences in price for different sizes, and compare the brands pricing to the price of the main competitor(s); Promotion: describe the brands main promotional activities; if the company 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 be purchased.

(b)

5.

Conclusion: briefly describe the general market trends and your brands position 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. Use the outline provided above to structure your project. The length of the project should be approximately 2,000 words. Marks will be deducted for shorter or longer projects. Specifically, a 5% deduction in your 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 your project. The project must be bound (preferable ring binder).

The project must be properly referenced. References should be included in the main text and listed (alphabetically) on a separate page at the end of the report. Referencing is a standardized way of acknowledging the sources of information and ideas that you have used in your document. Referencing is important to avoid plagiarism, to verify quotations and to enable readers to follow up what you have written and locate the cited authors work. 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 library sources and to study several academic journals. Academic Journals. You must have 5 to 7 references to articles from academic journals. Some recommended titles are: Journal of Marketing, Journal of Marketing Management, Harvard Business Review. You can find these journals in our library database [search in Business Source Premier (EBSCO)]. Library databases. One very useful database is the Global Market Information 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 the requirements that the student undertakes the written project without improper or unauthorized assistance from anyone. If it is determined that the project is not the work of the student, the instructor may grade the project as an F.

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 of cooperation 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

2. The global company FRIESLAND COBERCO DAIRY FOODS, saw as an emerged market 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.