MG303-INTERNATIONAL MARKETING-MAJOR PROJECT 2023-SE

MESTER 1

MG303-INTERNATIONAL MARKETING

2023-SEMESTER 1-FACE TO FACE

MAJOR PROJECT

INTERNATIONAL MARKETING PLAN

12/20
Team Members:

Ilisapeci Sokovagone - S11175122

Wani Vuetanavanua - S11175407
Nolishma Narayan - S11151047
Lose Aisake -S11192886
Sonika Mani -S11185377

NUMBER OF WORDS: 3156

NUMBER OF PAGES:20
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Declaration page:

ID Surname First Name(s) Section Done

S11175122 Sokovagone Ilisapeci Acknowledgemen
t & Methodology
S11175407 Vuetanavanua Wani Price – Executive
Summary
S11151047 Narayan Nolishma Section B-
Product and
Conclusion
S11185377 Mani Sonika Promotion
S11192886 Aisake Lose
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Peer Evaluation Form

Assignment: MG303 International Marketing

Date Submitted: 20th March, 2023

On a scale 0-5, rate each group member’s participation. [0=no participation;

5=exceeded expectations]

Team Members/ID Rating

Ilisapeci Sokovagone - S11175122 5

Wani Vuetanavanua - S11175407

5

Nolishma Narayan - S11151047

5

Lose Aisake -S11192886

Sonika Mani -S11185377

5
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Methodology
The group chose to opt for options that would make it quick to put together the information
regarding our product; therefore, each member was given a particular piece to work on.
The team used a range of research techniques to gather information about organic coconut oil
for their project. Internet search engines and journal article websites were utilized to access a
vast array of information about the benefits, production, and market for organic coconut oil.
Academic sources were also carefully selected to ensure their relevance to the research
objectives. In addition to secondary research, the team conducted primary research by
gathering information directly from their supplier, Ms. Tarte, located in Wainiyaku Estate,
Taveuni. Online sources such as COCO Fiji and Pure Fiji were also utilized to gather
information. By using a combination of primary and secondary research, the team was able to
gain a comprehensive understanding of the organic coconut oil market in Sydney. This
knowledge helped them make informed decisions about their oil and ensure that their product
was well-suited to meet the needs of the market.
Overall, the team's use of various research techniques allowed them to gather a wide range of
information, analyze it thoroughly, and make well-informed decisions about their organic
coconut oil product.
Limitations of the project ?

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Table of Contents
Declaration page:..................................................................................................................................2
Peer Evaluation Form............................................................................................................................3
Methodology.........................................................................................................................................4
Table of Content....................................................................................................................................5
Executive Summary...............................................................................................................................6
Section A: Country Market background.................................................................................................7
Product Name:...................................................................................................................................8
Product Description:..........................................................................................................................8
Price.................................................................................................................................................11
Place................................................................................................................................................14
Promotion........................................................................................................................................16
Conclusion...........................................................................................................................................18
References...........................................................................................................................................19
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Executive Summary
Bula Pure Virgin Oil is a multifunctional oil made from fresh coconut meat from Wainiyaku,
Taveuni. It is aimed at the Pacific Islander and eczema-affected target markets in Sydney,
Australia. Bula Pure Virgin Oil is made using locally-sourced coconut flesh, hand-selected by
the best locals, with no added chemicals. After production, Bula Pure Virgin Oil will cost
$10.60 FJD and be sold in Sydney for $6.75 AUD.

The Palms Pacific Superstore, and the Woolworths Supermarket, two Australian companies
known for high-quality zero-waste products, will sell Bula Pure Virgin Oil across their
outlets. Collaborations with local businesses, Instagram, Facebook, TikTok, and an online
website will be used to promote the product. The main goal of the product is to provide
Pacific Islanders with a taste and feel of home, while also alleviating eczema, a prevalent skin
ailment in Sydney, Australia.

Very brief

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Section A: Country Market background

Our group picked Sydney as our market area since the location is known to have more
islanders from the Pacific. This location has a good number of islander communities around
the city in which research has been done. (Ravulo, 2015). This article gave a graph that
showed the number of Pacific islanders who live in Sydney. Using this information gave us
identification and a clear insight into our choice to use this place as our target market area.

We chose Australia as the host country for our Bula pure virgin oil due to several reasons.
Firstly, we understood the importance of the surrounding environment and how eco-
friendliness is a significant factor for many customers who practice sustainability. Because it
is resistant to rancidity and has a distinct flavour, our product is an excellent choice for
environmentally conscious consumers looking for organic and pure oil. (Garard G.
Dumuncas, Lakshmi C. Kasi Viswanath,, 2016)

Australia is also a multicultural country, with diverse communities such as Pacific Islanders
and Australians who use coconut oil for cooking and beauty purposes. We considered their
taste and likeness when purchasing items, ensuring that our product supplies their needs and
is a good choice for cooking as it is purely made without any refining or added chemicals.

Furthermore, we took into account the price sensitivity of Australian consumers and set a
competitive and fair price of $10 per bottle, which is within industry standards. We also
compared our competitors' prices and quality, emphasizing our product's organic origin and
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versatility. We offer regular to keep our customers interested and build a loyal customer base,
we use promotions and discounts.

In terms of technology, we recognize the importance of social media platforms in changing

the way businesses operate and making it easier for customers to purchase products
online. We use social media to reach out to niche customers who are interested in eco-
friendly products and live anywhere in the world.

Finally, Fiji's export-oriented corporate strategy and the World Trade Organization's support
for international trade have increased the accessibility of our product to a wider range of
people while keeping prices reasonable and quality high. Increased sales and market share for
"‘Bula Pure Virgin Oil’ s as follows:

Discussion on these external factors: the cultural, technological, economic, natural, political/legal
and competitive environments, and explain how these will impact your operations and what you will
do about it

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Product Name:
The name "Bula" was chosen because it means "life" in Fijian and it reflects the product's
goal of bringing new life to its users. The name also helps inform customers about the
product's origin in Fiji.

Product Description:

Bula Pure Oil is produced using the dry-press method, which preserves the nutritional value
and flavour of the coconut while removing the flesh with a cold-press machine. The oil is
entirely natural, and no components for refining or chemicals have been added to it. This
process ensures that the oil is of the highest quality, with a distinct taste and aroma.

The oil is edible and can be used in cooking, as a moisturizer, and for health purposes. It is
recommended to take a teaspoon of the oil in the morning to help the body's systems run
smoothly for the rest of the day. It can also be used as a natural skin moisturizer, and the oil's
antibacterial properties make it an excellent addition to one's health routine.

Product Raw Materials:

Bula Pure Virgin Oil's raw material is mature coconuts, sourced from farmers in Taveuni.
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Raw Material Suppliers:

Our product's raw materials are sourced from the farmer at Wainiyaku Estate in Taveuni, Fiji,
and PET plastic bottles from Axis Engineering in Lami, Suva.

Positioning:
Bula Pure Oil is a versatile product that can be used as a body lotion, for cooking, and in
beauty and skincare routines. We can market our product to health-conscious people, eco-
conscious people, natural beauty enthusiasts, foodies and chefs, and people with special
dietary needs. Our oil is 100% organic, sustainably sourced, and beneficial for skin and hair
health. It also adds a delicious smell and taste to meals, making it a great addition to any
kitchen. Furthermore, our oil is lactose-free, vegan, and keto-friendly, making it a viable
option for anyone with dietary constraints.
antioxidant and anti-inflammatory properties that can reduce inflammation in the body. The
lauric acid in the oil can fight infections and help support immune function. (Dr. Walter
Willett, DrPH, MD, and Dr. Frank Hu, PhD, MD, 2021).

Product Manufacturing Process:

From our manufacturer, the following procedures are utilized in the production of Bula Pure
Oil:

Bula Pure Oil is made from mature coconuts grown with organic farming standards. The
coconuts are hand-picked and cleaned before the white meat inside is shredded and dried
naturally. The oil is extracted from dried coconut meat using a cold-pressing method that
does not use pesticides or chemicals. The extracted oil is then processed to remove all
particles and is bottled and labelled for sale. The resulting oil is pure and retains the natural
goodness, smell, and minerals of the coconut.

Packaging:
The Bula Pure Oil will be packed in a strong and clear plastic bottle made of Polyethylene
Terephthalate (PET) material. This bottle is capable of keeping the oil cold and it's very
strong. It's also environmentally friendly because it's reusable. The bottle size will be 750
mL.

Shelf:
To ensure that Bula Organic Oil has a longer shelf life, it should be stored in a cool, dry, and
dark place away from direct sunlight or heat sources. Exposure to air, moisture, and high
temperatures can cause the oil to spoil quickly. Therefore, it's crucial to keep the oil in an
airtight container and not expose it to these conditions to maintain its quality and freshness.
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Expiry:
Unused and properly stored Bula Organic Oil can last up to two years from the production
date. But once the bottle is opened, it should be used within six months to ensure freshness
and quality.

Manufacturing Process (Diagram):

more details needed in label such as expiry date

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Price
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Pricing strategy?
Calculations?
Competitors analysis?

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Place
Bula Pure Virgin Oil is a unique product that can be used as an edible oil for cooking, as a
skin moisturizer, as a hair conditioner, and even do wonders for the digestive system.
We take pride in the quality of our product and work hard to ensure that it meets our
customers' expectations. Our primary goal is to provide a high-quality product that is both
beneficial and easy to use.
To make Bula Pure Virgin Oil more accessible, we will sell it at two locations in Sydney,
Australia. The first outlet is Palms Pacific Superstore, which is the largest store in Sydney
that sells products from the Pacific Islands and New Zealand. The store has been in operation
for over 20 years and has two branches located in Bidwill and Macquarie Fields, Australia.
Originally started as a local grocery store for Pacific Islanders and New Zealanders, the store
now offers a range of imported goods, including music, clothes, and accessories, and even
has a hot food bar serving island favourites daily (Glenop, 2012).

The second outlet we have selected is Woolworths Supermarket. Woolworths is a

supermarket chain that focuses on sustainability and ethical practices, which align well with
the values of Bula Pure Virgin Oil. Bula Pure Virgin Oil is an organic and environmentally
friendly product that is ideal for customers seeking natural and environmentally conscious
options. Woolworths' commitment to waste reduction and recycling complements Bula Pure
Virgin Oil's environmental values (Group, 2022).
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Furthermore, Woolworths' focus on innovation and technology in retail operations can aid in
the distribution and promotion of Bula Pure Virgin Oil. Customers who are unable to
physically visit a retail store, for example, may find it more convenient to order and receive
Bula Pure Virgin Oil through Woolworths' online ordering and delivery options.

Overall, Woolworths' commitment to providing high-quality products and services while also
promoting sustainable and ethical business practices makes it an excellent retail partner for
Bula Pure Virgin Oil. By partnering with these two retail outlets, we aim to increase the
accessibility of Bula Pure Virgin Oil to consumers in Sydney, Australia. Bula Pure Virgin Oil
is a high-quality product that is beneficial and convenient to use. We have chosen Palms
Pacific Superstore and Woolworths Supermarket as our retail partners in Sydney, Australia,
based on their reputation, dedication to sustainability and ethical practices, and their emphasis
on innovation and technology. We believe that these retail partnerships will increase the
accessibility of Bula Pure Virgin Oil to our clients and promote our brand as a sustainable
and eco-friendly product.

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❖ Bula Pure Virgin Oil (Wholesaler/Manufacturer)

Bula Pure Virgin Oil is the manufacturer and wholesaler of the product, and their
primary role is to produce and package the high-quality virgin oil. They will also be
responsible for labelling and shipping the product to the retailers. Bula Pure Virgin
Oil will work closely with the distribution agent to ensure that the product is
distributed effectively.

❖ Distribution Agent
The distribution agent's primary role is to facilitate the distribution of the product
from the manufacturer to the retailers. They will work closely with Bula Pure Virgin
Oil to ensure that the product is packaged and shipped according to the requirements
of the retailers. They will also be responsible for coordinating with the retailers to
ensure that the products are displayed prominently on their shelves.

❖ Retailers
The retailers, The Palm Pacific Superstore and Woolworths Supermarket, will be
responsible for selling the product to the end-users. They will receive the product
from the distribution agent and will be responsible for storing the product, displaying
it on their shelves, and promoting it to their customers. They will also be responsible
for managing the inventory levels to ensure that they have enough product on hand to
meet customer demand.

Promotion

I. Our initial objective as marketers is to inform people about the benefits of natural oils
and persuade them that our brand is one of the best options available. The Better
Health Channel indicates that Australian customers tend to choose organic products
because they believe they offer superior quality, longevity, and avoidance of harmful
chemicals, and that they are making more beneficial choices for their own well-being
by buying organic (Channel, 2012).

After careful consideration and discussion, our company has decided to pursue a promotional
strategy in its early stages of development. As marketers, we've concluded that putting a
marketing strategy in place will yield the best results.

II. Social Media Advertising

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The capacity to hyper-target individual people, build an audience database, and track
return on investment is the reason for boosting social media advertising. In Sydney,
Australia, social media platforms such as Facebook, TikTok (which is making waves
all over the world and propelling business owners to new heights), Instagram, and
Viber are used to communicate with consumers, and by using this advertising site, we
as marketers can learn what people think about our company. Refer to the Facebook
page we've created for our forthcoming business to help us reach out to our target
demographic. (Rana, 2023).

III. Television Advertisement

Our target audience for Bula Organic Oil includes individuals who reside on the
islands of Sydney, as well as those who suffer from acne/eczema, follow a vegan
lifestyle, or enjoy using pure coconut/virgin oil in their cooking. To promote our
product through various platforms, our sales team will use multiple channels for
several months before selecting a single advertising channel. We plan to advertise on
Channel 7 and BeIN Sports, which are popular Australian TV channels that attract
customers who are interested in sports and fitness. Additionally, we will advertise on
food channels such as SBS Food (formerly known as Food Network) to reach
customers who enjoy cooking. This innovative product, made from Taveuni Coconut,
is sure to appeal to a wide range of customers. (Channel, 2012).
IV. Newspaper Advertisement
To promote our Bula Pure Virgin Oil, which is made from Taveuni Coconut, The
Sydney Morning Herald will initially advertise it twice a week to attract more
customers. After that, the frequency of advertisement will be adjusted based on our
budget and team sponsorship. Through this sales promotion mix, our product will
maintain a desirable position in the minds of our target customers compared to
competing products. Additionally, these marketing strategies will ensure that
customers have access to all the necessary and relevant information about our
product.
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V. Sales Promotion
To encourage customers to try our organic oil and increase sales, the marketing team
will be given complimentary samples during the product launch. In addition,
customers will be offered discounts and bundle deals, such as a 10% discount when
purchasing two bottles of oil, and a free tester. Another promotion available will be
"buy five, get one free". To reward customer loyalty, we will offer monthly rewards
such as drop-on-receipt and survey participation rewards, coupons, and points for
future purchases. All of these promotional strategies will be implemented while
staying within the company's budget constraints.
VI. Direct Marketing
Sydney boasts some of the most fantastic night markets in the country, offering a
diverse selection of products at reasonable prices. These markets are highly popular
among both locals and tourists. To assist travellers, (Veriu, 2022) has curated a guide
to the best night markets in Sydney, which serves as a valuable resource. To promote
their organic oil, educate potential buyers about its advantages, and connect with other
businesses in Sydney, the company can participate in expos, trade exhibitions, and
events cantered around natural and organic products, including the night markets.
Direct mail is also an effective strategy for targeting specific clients in regional
markets.
You can use other promotion techniques such as Magazines, billboards, sponsors

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Conclusion
In conclusion, our Bula Pure Organic/Virgin Oil aims to provide Pacific- islanders as well as
people who suffer from the eczema skin disease population in Sydney, Australia, with the
bula pure oil product, which is also consistent with the expanding health and wellbeing trend.
Our goal is to expand our market into more Australian cities, in addition to investing in
marketing and advertising to increase product recognition. To serve a larger client base, our
business wants to launch more coconut-based products, such as lip scrubs and lip serums for
dehydrated skin. We are dedicated to organic farming, sustainability, and ethical business
methods. We place a premium on minimizing the environmental impact of the manufacturing
process and attracting environmentally conscious customers.
Very brief
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References
1. Affairs, R.O., 2012. Regional Trade Policy. [Online]
Available at:: http://www.foreignaffairs.gov.fj/trade-policy/fiji-s-trade-policy/regional-trade-
agreement
[Accessed 20 March 2023].

2. Channel, B. H., 2012. Organic Food. [Online]

Available at: https://www.betterhealth.vic.gov.au/health/healthyliving/organic-food
[Accessed 13 03 2023].

3. Dr. Walter Willett, DrPH, MD and Dr. Frank Hu, PhD, MD, 2021. Coconut Oil. Harvard T.H.
Chan School of Public Health's Nutrition Source.

4. Garard G. Dumuncas, Lakshmi C. Kasi Viswanath,, 2016. Health Benefits of Virgin Coconut
Oil. ResearchGate: Nova Science Publishers, p. 173.

5. Glenop, 2012. Palms Pacific Superstore. Weekend Notes.

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6. Group, W., 2022. Woolworths Group's sustainability and corporate responsibility

departments. Woolworth Groups.

7. Kyle Lee & Paul McKinney, 2022. Environmental Factors of Business. Study.Com.

8. Pringle, J. D., 2023. "Sydney". Encyclopedia Britannica, 24 Feb.

9. Rana, N., 2023. Digital and social media marketing: emerging applications. Digital Marketing.

10. Ravulo, J., 2015. Pacific Communities in Australia. University of Wollongong.

11. Veriu, 2022. The Best Night Markets to Visit in Sydney. [Online]
Available at: https://veriu.com.au/blog/the-best-night-markets-to-visit-in-sydney/
[Accessed 17 03 2023].

12. World Trade Organization, 1997. World Trade Organization. [Online]

Available at: https://www.wto.org/english/tratop_e/tpr_e/tp53_e.htm
[Accessed March 2015].

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