D-Viva Solutions Marketing Plan Strategic Marketing, Communications, and Research D-Viva polyol-coated Casein-based

D-Viva Solutions Marketing Plan
Strategic Marketing, Communications, and Research
D-Viva polyol-coated Casein-based Cling film
Globally, environmental sustainability remains a primary concern. Pollution, global warming, and climate change are significant coercions to protecting and preserving the environment. Additionally, plastics have been at the center of the menace as more industries produce them, the more they fill the aquatic and land environment causing harmful effects. Thus, to solve the risk, D-Viva Solutions seeks to develop an improved casein-based cling film with polyols coatings that is not only edible but is biodegradable, and a direct substitute to the widely preferred oil-based and protein cling films. However, protein-based film products are often hydrophilic. Therefore, D-Viva will manufacture casein-based films with plasticizer coatings, mainly derived from polyols, to increase their water resistance and flexibility. Additionally, D-Viva production of the polyols-coated casein films will offer an opportunity for other market players to invest in developing environmentally sustainable products with nutrients supplements, improving the consumer’s health.
For its marketing plan, the D-Viva aims to market its polyol coated-casein-based products both to business to business and business to consumer. Nevertheless, the latter will be D-Viva’s primary focus during the early stages of the company. At inception, compared to oil-based films, the product will witness a small customer base. Also, the firm focus stems from its small nature and inability to meet national and international markets (Smith & Albaum, 2012). Hence, to streamline the consumer gap, D-Viva will also focus on the household market at the district level. D-Viva will base its production line in Brooklyn due to the area’s high population. Additionally, D-Viva will depend on consumer feedback for statistical data on the polyol-coated casein-cling market acceptability, providing reliable information for its planned growth.
D-Viva Solutions will target consumers aged between 20 to 60 years. D-Viva’s focus on the age group comes from the cohort involvement in kitchen processes such as meal wrapping, packaging, storage, and preparation. Also, the food industry will provide D-Viva Solutions with a challenging consumer market. Besides, the urban lifestyle of life-on-the-go offers a potential market for the company to explore. For pricing, D-Viva Solutions would position itself as a penetrating brand selling its products relatively lower to attract more consumers (Ferrell & Hartline, 2014). D-Viva’s communication and promotion strategy will depend heavily on digital marketing, especially social media, due to its vast consumer base and affordability. The firm will rely on print media to promote its products due to its massive network (Ferrell & Hartline, 2014). Further, D-Viva will use Word of Mouth to build the firm’s CSR and market rapport.
The cling film industry is a continually growing market, with the US being one the highest consumer of cling films products. Bio-based products such as casein-films are some of the core reasons behind the industry growth. The US offers a suitable market environment for small entities like D-Viva to capitalize and grow. In 2018, a report valued the cling market at $1.1billion, projected at $1.4 billion in 2027 (Data Bridge, 2020). The cling market key players include 3M, Berry Global Inc, and Anchor Packaging Inc. Significantly, D-Viva ‘s competitive advantage will be its product’s biodegradability, water-resistance, and edibility features.
References
Data Bridge. (2020, July). Cling film market – Global industry trends and forecast to 2027 | Data bridge market research. Market Research Business Consulting and Strategy Planning Firm | Data Bridge Market Research Private Ltd. https://www.databridgemarketresearch.com/reports/global-cling-film-market
Ferrell, O.C. & Hartline, M.D. (2014). Marketing strategy (6th ed.). Mason, OH: Cengage.
Smith, S. M., & Albaum, G. S. (2012). Basic Marketing Research: Volume 1. Handbook for Research Professionals. Provo: Qualtrics Labs Inc.

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