Contents

• Introduction 3
• Marketing Audit 3
• External Environmental Analysis 3
• PESTEL for Australia 4
• Competitor Analysis 5
• Internal analysis 6
• Marketing Objectives 7
• Evaluation of Potential Segments 8
• Market Segmentation 8
• Segment Profile for the Proposed Energy Drink 9
• Targeting Methods & Positioning 10
• Marketing Mix 11
• Action Plan 13
• Conclusion 15
• References 16

Description

Mondelez International Inc. is a part of Kraft Foods Inc., which focuses on international snacks and confectionary 2012 (Mondelez International, 2013). The company is one of the largest snack companies in the world with net revenues of $35 billion in the year 2012 (Mondelez International, 2013). The report discusses about the new product launch as part of the business extension plan of Mondelez International. It aims to launch a new natural energy drink, which has several health benefits. The report discusses the marketing audit and evaluation of potential segment, which will enable the company to use effective strategies through marketing mix. In the end of the report an action plan is chalked out for effective launch of the product in the new market and creates a new value to its customers.