Marketing Strategy for the icecream sector

the current price position between the most expensive and the cheaper supplier.To create brand awareness and create an awareness of lubrication issues so that the market moves from the old paradigm of perceiving all oils as being the same.Retain the technical manpower within Caltex Lubricants.Attain improved customer care and satisfaction.12. TARGET MARKETAge:20 - 45Sex:Female & maleFamily Lice cycle:young single and or marriedIncome:R7000 and aboveLSMUpper middle and lower middleLifestyle:Liberal, adventurous, health orientatedCurrently the target market is the adult market and the ice cream is positioned as the ultimate in personal indulgence as per the diagram below 12.1Size of marketThe product consumption patterns for the industry for 2000 are as follows:Motor oil - 199 million litresIndustrial oil – 152 million litresGrease – 14 million KGs 12.2Market ShareCaltex is the industry leader in terms of lubricants, The graph below details the total market share for the Lubricants industry.Figure 1 Lubricants Total Market Share13MARKETING MIX13.1MARKETING OBJECTIVESProduct:To increase the market share by 5%Product:Economise the lubricants product rangePrice:Maintain the current price position, between the more expensive & cheaper.Promotion:Establish Caltex as a brand of choice while increasing brand awarenessPlace/Distribution:Improving the current distribution networkPlace/Distribution:Increase customer care and satisfactionPersonnelRetain current staff through increased job satisfaction14.STRATEGIES AND TACTICS14.1Product To increase the market share as well as gain the competitive edge Caltex needs to market the lubricants for the cutting oils industry, this product was created through the technology of Chevron and Texaco. Although the market is small, it is highly specialized and highly lucrative.It is recommended tha...