Контрольная работа: Marketing Plan for juice "Seila"

1. Marketing Plan

1.1 Description of the Company

Wimm-Bill-Dann is the is the largest producer in dairy products and one of the leader children’s food in Russia. WBD has more than 35 production facilities in Russia, Ukraine and Central Asia. The Company distribution network covers 100% of the Russian territory and also includes the CIS. Serving needs more than 280 mln. consumers[1] .

More than 17,000 people work at WBD’s production facilities and trading affiliates.

Wimm-Bill-Dann is the one of the first Russian company who start to produce packaged juice products. Before WBD, no one in Russia produce packaged juice. Imported juice products in modern packaging were virtually non-existent[2] .

The most recognized brands include: Domik v Derevne (Little House in the Village), Chudo (Wonder), Vesely Molochnik (Happy Milkman), Imunele and Lamber. We also have Russia’s best-known juice brand, J7. Another less popular brands are Lyubimy Sad (Favorite Garden), Chudo-Yagoda (Wonder-Berry), and Essentuki. The most recognized baby-food brand in Russia is the trademark Agusha[3] .

The Company's revenue has grown from $ 1,189.3 million for 2004 to $ 2,181 million for 2009 (IFRS). Revenues for 2009 decreased by 22% compared to 2008.

The mission of the company is to help the entire family live healthier lives by enjoying the nutritious and delicious food and beverage products every day throughout their lives.

Highlights for the first quarter 2010[4] .

Group revenue increased 19.1% year-on-year to US$615.3 million driven by solid volume growth across all segments and helped by a stronger ruble

Group gross profit increased 2.3% year-on-year to US$172.0 million

Group gross margin declined to 28.0% from 32.5% compared to prior year as a result of sharp increases in raw milk costs in the first quarter of 2010

Group net income almost tripled to US$33.7 million from US$12.6 million a year ago

Net income as a percentage of sales increased to 5.5% in the first quarter of 2010 from 2.4% in the same period last year.

1.2 Products and Services

The principal dairy products include:

o Traditional products, such as sterilized milk, cream and butter, as well as traditional sour-milk products such as kefir, cottage cheese, soft cottage cheese and sour cream.

o Yogurts and dairy desserts, such as drinking yogurt, mousse, fruit-flavored milk and kefir, puddings and flavored cottage cheese.

o Cheese products, including hard and processed cheese.

The beverage products include:

o juice and nectars produced from juice concentrate,

o enriched juice-based drinks,

o traditional berry-juice-based drinks,

o mineral water.

The baby food products include:

o Liquid dairy products for infants under the age of three;

o Juices for infants under the age of three;

o Meat, fish, chicken, fruit and dairy purees for infants under the age of three;

o Products for pregnant women and nursing mothers.

1.3 SWOT analysis

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