1. STRATEGIC MARKETING PLAN
2009-2011
Maggie Beer Extra Virgin Olive Oil
Prepared by
Sameer Qaiyum
1

2. Table of Contents
EXECUTIVE SUMMARY 3
SITUATION ANALYSIS 6
MARKETING OBJECTIVES 15
BRAND IDENTITY STRATEGY 17
TARGETING STRATEGY 27
COMMUNICATIONS STRATEGY FOR VISITORS TO FARM 31
ADVERTISING STRATEGY & TACTICS 37
ONLINE STRATEGY & TACTICS 40
PUBLIC RELATIONS STRATEGY & TACTICS 44
SPECIALITY STORE DEALING-PROMOTION STRATEGY & TACTICS 47
MARKETING RESEARCH STRATEGY & TACTICS 51
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3. Executive Summary
Strategic Planning Process
This Strategic Plan will serve as the marketing roadmap for
Maggie Beer Extra Virgin Olive Oil for FY 2009-2011. The plan is
the result of a detailed planning process that involved:
 Analyzing existing data on olive oil market
 Analyzing the research conducted by Rural Solutions SA
 Analyzing the Maggie Beer Spring Newsletter and point of
sale materials
The process was facilitated by Bob’ o Shea, Professor of Strategic
Marketing, University of Ballarat, Australia. During this planning
process, all primary Data provided by Maggie Beer management
and all the secondary data as well as strategies of Maggie Beer
were re-examined, given the challenges facing Maggie Beer in the
next three years.
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4. Olive Oil is growing business in Australia
 Australians consumed 32,5000 t olive oil in 2005/06, up from
16,500 t consumption in 1995/96
 Imports also up from 16,000 t in 1995/96 to 29,000 t in
2005/06
 Of this imported olive oil, approximately 25% is virgin olive oil
 Local production has increased dramatically, with one
estimate of more local supply than demand by the end of this
financial year
 Extra Virgin olive oil is a niche market in overall olive oil
market, which in itself is a niche market in overall fats and
oils sector.
 Extra Virgin Olive Oil has more customer loyalty than other
olive oils and is less prices sensitive.

5. 4

6. Growth of Maggie Beer Extra Virgin Olive Oil
Maggie Beer has some good perceived value both among
retailers and consumers due to its previously successful
products in niche gourmet food and beverages market.
However due to financial constraints, it has very limited
presence and limited capacity to produce. This coupled with the
fact that there are now too many hard to differentiate local
producers in the niche extra virgin olive oil market and the
added cost advantage of European competitors, presents a
rather sober picture for overall growth, despite the good
potential of the niche market in future.
These realities have played a major role in shaping the
strategies and tactics outlined in this plan.
What’s New
This plan features a number of new strategies, including:
 Clearer definition of Maggie Beer Extra Virgin Olive Oil
brand identity strategy by including new Brand attributes
to showcase its full potential
 Tighter focus on Maggie Beers primary target audience
(Confident Gourmets, Health Driven, Women between 25-
54)
 Effective partnership strategies with Specialty Store
Retailers
 More Focus on in-store Promotion
 New Message Strategy for inbound visitors to the Farm
 New On-line Marketing Strategy
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7. SITUATION ANALYSIS
6

8. Worldwide Olive oil industry is becoming static.
Source: INTERNATIONAL OLIVE OIL COUNCIL (IOOC)
 Forecasted supply for 2008 expected to exceed supply
 It doesn’t apply that the industry in itself is maturing as
demand is expected from markets which have been
previously shown little growth, specially markets with
higher GDP and higher fat per capita consumption such
as the US, UK, and Australia.
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9. Australian market is booming
 Australian consumers are becoming increasingly aware of
health benefits of olive oil.
 Consumption by non-traditional consumers has increased
thereby pumping the overall demand
 Supply has also gone up; with one estimate putting up with
the figure of local supply equaling local demand.
 Table below shows a more conservative estimate of growth
of olive oil
(Source: ABS)
8

10. Intense foreign and local completion
 Foreign players are key players in the market
 They have cost advantage due to experience curve
 They have cost advantage due to subsidies by their
respective government
 They have penetrated the supply chain
 Key supermarket brands include Bertolli, Vetta, Olive Grove,
Dante, Lupi and supermarket Private labels. These brands
sell at retail for $4.00 to $10 per 500ml
 Lot of local players; hard to differentiate
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11. Supply chain
Three distinct supply chain identified
 Supermarket; major chunk of olive oil is brought from
supermarket
 Specialty stores; buyers buy there occasionally, for gifts and
other purposes
 In South Australia there is a trend of high proportion of
consumers buying direct from the producers
Rural solutions SA did a comprehensive survey of main retailers
and supermarkets to get the feel of their buying behavior some of
its key finding was
Supermarkets
 Pricing is key issue with supermarkets as olive oil sells on
price promotion. There is no brand loyalty, as shoppers pick
the brand on special
 For Australian olive oil products to be stocked they need to
match the pricing of the imports.
 Supermarkets sell large volumes of olive oil and need to be
assured of constant supply and consistency of quality
product before they consider stocking an olive oil product.
 Large supermarket chains import their olive oil house brands
from overseas and have them pack to order each month to
ensure freshness.
 Specialty olive oil lines, like Viva, represent a very small
proportion of total olive oil sales in supermarkets.
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12.  Supermarket buyers consider there are too many Australian
brands in trying to compete for the limited shelf space in this
sector
Specialty retailers
 Wantsto stock brands that have some consumer pull
through.
 Wants regular promotion of brands like in store testing
etc.
 Wants complete technical information about products
and their staff be educated by producers
 Consistency of supply and taste was important to
specialty store buyers.
 Labeling of products was important to specialty store
buyers, as it was a way of products standing out and of
educating consumers.
 Wants wholesale price to be lowered as their margin
is decreasing day by day
 Specialty retailers considered some of fancy bottles
difficult to stock, especially those with long necks.
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13. Customers
 Consumers are relatively uneducated about the benefits of
olive oil versus other oils and will substitute when the price of
olive oil increases.
 Much of the use of olive oil is based on habit and price.
 Cost is the major barrier for consumption
 Relatively more brand loyalty for virgin olive oil then olive oil
Research for market segmentation
In 1998 a study was undertaken by IOOC in USA and UK and two
round of study were undertaken in 2002 in Australia. All these
studies were merged together to create a customer profile and
segmentation. The findings of these reports identified six clusters
of olive oil consumers with little variation from country to country.
1. Confident Gourmets - Very high involvement /very regular
usage
2. Recipe Followers - High involvement /very irregular
usage
3. Health Driven- High involvement / regular usage
4. Traditionalists- Moderately high involvement /very
regular usage
5. Middle Majority - Limited involvement /irregular usage
6. Indifferent - Very low involvement /irregular usage
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14. Where does Maggie bear extra virgin oil stands?
 Experience in innovation in gourmet food products giving
efficiency in production
 known for high-quality niche product- helps in capturing true
value of product within Australia
 Already have strong channel management with Coles and
Safeway; helps in bargaining
 Capacity of production limited
 Limited brand awareness of its Extra virgin olive oil
(For a detailed SWOT analysis see appendix)
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15. Strategic Challenges for FY2009-2011
 What markets and consumers should Maggie bear target,
given the budget situation?
 What is the best brand positioning and message strategy for
Maggie bear in order to attract the intended customers?
 What is the best way to deliver that message, given the
current budget?
 What is the best promotional strategy for promoting its
product in supermarkets/ specialty retailers
 How can the Maggie bear maximize the effectiveness of its
marketing dollars?
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16. MARKETING OBJECTIVES
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17. Marketing Objectives for 2009-2011
1. Introduce Maggie bear Extra Virgin Olive Oil in specialty
stores as a locally grown product that matches imported
product with product promotion as pull strategy
2. Increase likelihood of in-state residents to visit and purchase
Maggie bear extra virgin oils from its farm
3. Increase likelihood of out of state residents to take in-store
tasting sessions in specialty stores
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18. BRAND IDENTITY STRATEGY
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19. Current Brand Image as Quality product
Brand Core Benefit: Great Authentic taste
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20. Brand Considerations
 Maggie Beer current brand image (Great Authentic Taste)
appeals to Confident Gourmets, Recipe Followers and
Traditionalist users.
 However, Maggie Beer Extra Virgin oil has more to offer than
just great taste. It also offers:
- Health Benefits
- Support to local community
And it differs from other local Extra Virgin Oil producers
because
- it has extensive experience in producing niche gourmet
food and beverages
- its uses traditional methods of production which gives it
unmatched taste
 To increase its appeal, Maggie Beer needs to pursue a
brand strategy that not only builds on the imagery Maggie
Beer currently enjoys, but also expands people’s
perceptions of its product as different from local producers,
and as one providing health benefits as well as highlighting
its extensive support to local community
19

21. Desired Brand Identity for Maggie Beer Extra Virgin
Olive oil
Brand Core Benefit: Great Taste and Good for Health
NOTE: It will take more than one or two years to achieve this expanded brand
identity
20

22. Brand Identity Strategy
 Continue to reinforce current brand imagery.
 Build stronger image for PLUS attributes.
- different from local producers,
- providing extensive health benefits
- as well as highlighting its extensive support to local
community
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23. Brand Positioning
Maggie Beer is among the few local producers which can match
European’s in taste and appeal as well as its health benefit is there
for all to see
22

24. Brand Promise
Those rare beverage products which combine great taste with
equally great health benefit
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25. Core Creative Strategy
 Emphasize the emotional benefits of supporting home grown
product
 Economical Benefits of supporting home grown product
−local employment
− Local revenue generator
− Potential for import later on
o Health Benefits from Extra Virgin Oil
− Extra Virgin Olive oil lowers the levels of total blood
cholesterol
− ANTIOXIDANTS IN OLIVE OIL
− Epidemiological studies suggest that olive oil exerts a
protective effect against certain malignant tumors
(breast, prostate, endometrial, digestive tract)
− An olive-oil-rich diet is not only a good alternative in
the treatment of diabetes; it may also help to prevent or
delay the onset of the disease
-Extra virgin olive oil reduces obesity
-It has been documented that olive oil intake bolsters
the immune system against external attacks from
microorganisms, bacteria or viruses
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26. Projecting Desired Brand Identity
 Primary vehicles for projecting brand identity are advertising,
online marketing, in-store promotion and PR
 Advertising, online marketing, in-store promotion and PR
need to resonate with existing customer base
- Stimulate repeat purchase
 However, advertising, online marketing, PR and in-store
promotion must also attract people who have not yet tried
Maggie Beer Extra Virgin Olive oil
- Need to attract more first-time users
- Need fresh executions of expanded brand positioning.
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27. Maggie Beer Brand Identity Elements
Maggie Beer should:
 Develop new slogan that better sums up Maggie Beer Extra
Virgin Oil expanded brand positioning
 Revisit the current Extra Virgin logo (“to effectively
communicate health as well as local produce effect”).
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28. TARGETING STRATEGY
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29. Concentrating on Australian Market only at present
 Though US,UK and Australia has been identified as potential
growth market by IOOC
 Entering foreign market at this point is not feasible due to
financial constraints.
 Australian market in itself is a very big market for a small
company like Maggie Beer
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30. Market Segment Considerations
 Within the overall Australian market, there are opportunities
to appeal to specific market segments that have sufficient
numbers to be attractive. The most obvious segments are:
1. Confident Gourmets - Very high involvement /very regular
usage
2. Recipe Followers - High involvement /very irregular
usage
3. Health Driven- High involvement / regular usage
4. Traditionalists- Moderately high involvement /very
regular usage
.
 Maggie Beer should target no less than one-thirds of the
available market
 Over-segmentation should be avoided
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31. Target Audience Strategy
 Define the target audience by age.
Primary target audience: 25-34, 35-54
Secondary audience: 55-64
People in age group of 25-34 and 35-54 are more
inclined to innovation and are more health conscious
 Define the target audience by gender.
Primary target audience: women
Deciding what oil to use for cooking is still primarily
decided by females
 Define the target audience in terms of household income.
Median household income: AU$1,027/weekly
(Source: ABS)
 Define the target audience in terms of usage.
Primary target audience: Confident Gourmets, Health
Driven
Secondary audience: Recipe Followers, Traditionalist.
NOTE: This targeting strategy will be used to maximize reach
against primary target audience. However, secondary audiences
will see this advertising as well.
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32. COMMUNICATIONS STRATEGY FOR VISITORS
TO FARM
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33. Audience Mindset towards Travelling To Farm to Buy
Extra Virgin Olive Oil
 Rural solution SA in their study found that there is trend in
 SA to buy olive oils directly from producers
 Maggie bear presently sells its extra virgin olive oil
through farm sales and internet
 No actual survey at present to exactly pin-point the
attitude and behavior of customers going directly to
farms
 Supporting local community, can be one of the reason
 Freshness of product
 Relative cheapness
 Relaxing environment
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34. Message Strategy for inbound visitors
 Message strategy for 2009-2010 will be like this.
 Brand message:
“Come to Maggie Bear Farm.” You’ll enjoy all the
pleasures of Barossa
Valley (scenic, relaxing,
historic) PLUS the benefit
of buying locally produce
world class extra virgin
olive oil at cheaper rates-
all just up the road.
 Promotional Message :
“Come to Maggie beer
Farm…
and come now” Here are the reasons for
coming to Maggie Beer
Farm, supported by
special events, special
packages, and other
promotional events with
expiry dates.

35. 33

36. Strategy should be two phased.
 Promote cultural and locally produce effect first (2009-
2010).
 Expand cultural and local message to include health
benefits once perceptions for cultural and local assets
increase sufficiently.
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37. Overall Communications Strategy
 Modes used for delivering the brand message:
-Radio advertising
-Magazines
- In-state PR
- District welcome centers
 Modes used for delivering “come now” messages:
- Newspapers, magazines
- Direct mail
- Public relations
- Packages and promotions
- Point-of-visitation materials
- Online marketing
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38. Creative Strategy for messages
 Emphasize the emotional benefit of the travelling to Maggie
Beer Farm
- Relax and unwind
- Have fun
 Leverage the positive imagery already associated with
Barossa Valley
- Only Australian destination on the New York Times
list of '53 places To Go To in 2008'
- Gourmet lover's paradise enriched in a strong cultural
heritage reflected in its wine, food, buildings and
people.
 Emphasize the economical benefits of supporting home
grown product
−local employment
− Local revenue generator
− Potential for import later on
o Use packages and special deals to communicate good value.
v Call to action is: Go to http://www.maggiebeer.com.au/home/.
Or call 0 8 8562 4477
NOTE: The Extra Virgin Olive Oil communication strategy for farm visitors
cannot run as stand alone, it need to be incorporated with the overall Maggie
Beer communication strategy for farm visitors
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39. ADVERTISING STRATEGY & TACTICS
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40. Advertising Strategy
 Use Gourmet, Food, Women and Health Magazines to reach
the largest possible audience in Maggie Beer target markets
- Exploit Gourmet, food, women and health magazines
influence on their readers to build Maggie Beer extra
virgin olive oil brand image as a locally produce, world
class, great health benefit oil.
- Direct viewers to Maggie Beer website for more
information about its extra virgin olive oil.
 Support with limited newspaper and local radio advertising.
 Depend on Tourism District to place point-of-visitation
advertising
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41. Advertising Tactics
 Create three versions of ads.
- One for Australian Gourmet Traveler stressing locally
produce exceptionally high quality of Maggie Beer extra
virgin olive oil
- One for Well Being Magazine featuring great health
benefits of Maggie Beer extra virgin olive oil.
-One for The Australian Women’s weekly highlighting the
mouth watering taste achieved in recipes due to Maggie
Beer extra virgin olive oil
 Purchase enough Magazine space in Australian Gourmet
Traveler, Well Being and Australian Women’s Magazines
for Maggie Beer extra virgin olive oil to be well above the
minimum threshold for being read and recalled
 Produce and distribute a co-op advertising with local
district tourist board
 Run twice a month local Radio ads.
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42. ONLINE STRATEGY & TACTICS
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43. Rise of the Internet in Australia
 According to ABS data, in 2004-05, about one-third of
Australians were shopping online — a dramatic
increase, up from just seven per cent in 2000.
 Recent data from Nielsen shows that total annual online
spending in Australia jumped 63 per cent in 2006 to
$12.5 billion.
 That means that each one of the more than six million
Australians who shop online spends, on average,
more than $2,000 a year on internet purchases.
 Internet sales are no longer just made up of large ticket
items such as travel and accommodation, it is being
used more and more for everyday purchases
 Australian card holders spent $36.2 billion on Visa
debit and credit cards during the fourth quarter of
2005, (the latest figure available).
Source: Chris Pearce, Parliamentary secretary to the treasurer
41

44. Online Strategy for Connecticut
 Use www.maggiebeer.com.au/ website to
communicate in details the technicalities of its extra
virgin olive oil.
 Use www.maggiebeer.com.au/ for promotional activity
 Enhance the website to provide a detailed
presentation of health benefits achieved by extra virgin
olive oil
 Use online marketing to increase customer
retention.
 Use online marketing to generate inquiries from
specialty stores.

45. 42

46. Website Tactics
 Redesign www.maggiebeer.com.au/ website
-Provide a direct link for extra virgin olive oil on its main page.
-Provide link in www.maggiebeer.com.au/ to the health
studies already being published online outlining the great
benefits of extra virgin olive oil
- Create a separate Webpage linked directly to extra virgin
olive oil page describing in details the production process of
extra virgin olive oil
- Create page “What’s UP” with link in the extra virgin olive
oil page describing all the ongoing promotional activity
- Create “gift extra virgin olive oil” button, where customers
can send directly the extra virgin olive oil gift wrapped to
anyone in Australia.
 Feature website address prominently in all advertising.
- Send people to the website for more information about
Maggie Beer extra virgin olive oil.
 Work closely with Google to optimize search engine results
with respect to extra virgin olive oil
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47. PUBLIC RELATIONS STRATEGY & TACTICS
44

48. PR Strategy
 Enhance perception of Maggie Beer extra virgin olive oil;
emphasize health and taste benefits
 Encourage SA residents to take Farm trips
 Create pride and sense of belonging towards the locally
produce extra virgin olive oil
 Focus promotion on primary target audience
 Maintain awareness levels with existing customers
 Leverage advertising buys
 Maximize promotional and sales endeavors
 Editorial coverage in gourmet, food, health and women
magazines
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49. PR Tactics
 Press Trips
-Group Press Trips
-Individual Press Visits
 Food trade shows
-Such as “The Good Food and Wine Show”.
 TV food shows
-SBS food safari etc.
-where a chef might be shown using Maggie Beer extra
virgin olive oil
 TV and Radio talk shows
-where Maggie herself is interviewed on her latest product-
extra virgin olive oil
46

50. SPECIALITY STORES DEALING-PROMOTIONAL
STRATEGY & TACTICS
47

51. Specialty Stores Dealing and Promotional Strategy
 Induce specialty stores to stock Maggie Beer extra virgin
olive oil
 Enhance perception of Maggie Beer extra virgin olive oil
among specialty store managers
 Educate store staff on the technical details of Maggie Beer
extra virgin olive oil
 Encourage visitors to pick up Maggie Beer extra virgin olive
oil over and above other displayed extra virgin olive oils
48

52. Specialty Stores Dealing &Promotional Tactics
 Education of staff
-One of the most important concerns that came out
from the survey of specialty stores was their desire to
be educated about the product
-Trained sale force to educate specialty store staffs
about the product, process, benefits and the
differentiating factor of Maggie Beer extra virgin olive
oil
 Inducing specialty stores
- Expert designed Product labels containing accurate
product information such as: where grown, what
varietals, type of crushing, crushing date, taste
characteristics and acid levels
- Expert designed bottle, with proper necks so that they
can be easily stocked
- Complete assurance by Maggie herself on the
consistency in taste and supply
- Promotional wholesale pricing strategy to match
European season
- Sharing the marketing strategies with store managers
as an assurance for enough pull through being
generated in the market
 Encouraging store customers
-In-store display carts
- Product sampling
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53. -Consumer sweepstakes
-Point-of-sale merchandising
-In-store signage
-Direct mail to store regular customers
50

54. MARKET RESEARCH STRATEGY & TACTICS
51

55. Market Research Strategy
 Track the perception of Specialty store visitors towards
Maggie Beer extra virgin olive oils
 Track the perception of Farm and online visitors towards
Maggie Beer extra virgin olive oils
 Track purchasing behavior and attitudes of those Specialty
store visitors who buy other brand
 Track the background of online visitors
 Track perception of store managers who stocks Maggie
Beer extra virgin olive oil
52

56. Research Tactics
 Conduct an annual perceptual tracking study (Brand Image
Study) involving store managers, store visitors and farm
visitors
 Ties with company who create online visitor profiles
-Daydream Websites is a good example
 Online survey through closed structured questionnaires for
online visitors
 Use of snow-balling technique by recruiting university
students to create store surveys
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