StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Murray Goulburn Dairy Products - Book Report/Review Example

Cite this document
Summary
The paper "Murray Goulburn Dairy Products" states that the promotion is carried out through advertising using television, magazines and outdoor mediums. Photo promotions are also very crucial in the case of Devondale. They have introduced different schemes and rewarding systems for the consumers. …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER96.2% of users find it useful
Murray Goulburn Dairy Products
Read Text Preview

Extract of sample "Murray Goulburn Dairy Products"

Running Head: Business Report and Oral BR Business Report and Oral BR [Tayyaba Raza] [Institute's Business Report: Murray Goulburn Dairy Products Since its formation in 1950, Murray Goulburn Co operative has been growing tremendously. It is now the largest milk processor in the country, with about 35% share in the industry. Moreover, it is also Australia's largest exporter of processed food. Murray Goulburn has been focusing on its R&D of Nutraceuticals in order to keep its market share constantly growing. Murray Goulburn faces intense competition with Fonterra Ingredients Ltd., the second largest milk processor of Australia with approximately 17% market share. (Murray Goulburn Co-operative Co. Limited, not dated and Dairy Investment WA, not dated) It has not been long since Murray Goulburn entered the retail milk market after getting the key brands licensed from National Foods. The growing section of Murray Goulburn's domestic business is represented by an estimated 20% of MG's turnover. This section covers a variety of products that are being offered to the Australian consumer. (Stock & Land, 2009 and Murray Goulburn, 2009) These products are either manufactured after signing contracts of packing arrangements with the Food Service wholesalers and key retailers, or marketed by Devondale, which is Murray Goulburn's own brand. In last few years, this section has gone through lot of diversification and grown substantially. (Murray Goulburn, 2009) Devondale is one of the very few Australian daily brands that are distributed all over the country. Devondale products can be bough from any supermarket chains in Australia. Devondale's main products are UHT Milk, Reduced Fat, Mild, and Tasty Cheddar Cheeses, and Soft Butter Spread. Devondale has also maintained a Value added range of products including the SMART, a range of Reduced Fat Devondale Light and UHT Milks. It also includes a range of 40% Fat Dairy Spreads with 50% less fat than margarines. These products are aimed at particular segments of the market. (Murray Goulburn, not dated) People who are health conscious find these products very beneficial. Devondale has been able to become the brand leader in Australian markets. Murray Goulburn also supplies to specialized segments of the market. These segments are formed after long term retail links and a history of working in close contact with the consumers in order to satisfy their exacting standards. (Murray Goulburn, not dated) Murray Goulburn works in collaboration with the major Australian Food Service wholesalers. This division has been growing year after year. Most of the sales come from UHT categories, Cheese, and Butter. However, the division has also introduced new products, for instance Liquid Cheddar Cheese. (Murray Goulburn, not dated) Murray Goulburn's success in the Dairy consumer market relies extensively on its Research and Development. With it's main objective being the satisfaction of its consumers, Murray Goulburn continues to improve processes to make the products more innovative. It also manages to keep its place intact as a market leader by maintaining low cost production procedures. Close relations with the customers in order to enhance the product development, is the key to Murray Goulburn's success. (Murray Goulburn, not dated) Murray Goulburn has great capability of research and development of its own operations, and it manages to perform even better because of its collaboration with the global research facilities. This keeps Murray Goulburn at the forefront when it comes to dairy technology. (Murray Goulburn, not dated) A 250 ml daily intake of milk can keep the bones strong, enhance the energy levels, boost cardiovascular health, and improve immunity. In today's day and age, in order to sustain growth in the market, Dairy companies need to go beyond this level. For this purpose, successful dairy companies have spent millions on research and development in order to maximize the benefits from milk. (Australian Government, 2008) Murray Goulburn Co-operative Co Limited has a subsidiary Murray Goulburn Nutritionals (MG Nutritionals), which was established in 2002. This subsidiary is to find out the new ingredients which can be used in its specialised proteins and other nutritional supplements. (Australian Governement, 2008) MG Nutritionals, based in Melbourne, Victoria, works in collaboration with the biotechnology firms, universities, and the scientific research organizations to carry out clinical trials and fundamental research. With the collective efforts, Murray Goulbourn has been able to discover new ingredients that are dairy-based. These new ingredients can be used in infant formula, yoghurts, health supplements, bread, or even cosmetics. (Australian Government, 2008) According to a government report published last year Murray Goulburn employees 2,300 people and makes revenue of about Australian dollars 2 billions per annum. The company also makes up about 10% of the global dairy trade. Market research is a salient feature of Murray Goulburn's marketing mix. It spends over 6 million Australian dollars on product innovation, process improvement and other areas annually. (Australian Government, 2008) Market segmentation is done by dividing the market into different parts or segments. The business may concentrate on one, or several or all of different segments. If the business concentrates on one segment only, this is its niche market. These markets are normally for specialist, or limited demand, items. This process assists the marketing department in attaining a better understanding of the market. Market segmentation also allows businesses to target the product in each segment by establishing its USP i.e. Unique Selling Point, the feature that distinguishes this product from others; and also its advertising and other forms of promotion in the segment. In case of MG Nutritionals, the focus is on market of functional foods. The aim is to encourage general wellbeing and health. This market is worth approximately US$70 billion and grows about 8% annually. MG's business unit is dedicated to managing research and development and make sure that their product is backed with marketing and technical expertise at best. Moreover, MG Nutritionals also draws on the technical employees, manufacturing and corporate staff of its parent company. (Australian Government, 2008) Mr. Peter Hobman, Genneral Manager for MG Nutritionals, was reported to have said that the company is positive about many new opportunities in the market for functional foods and wishes to avail them. He added that advance scientific researches about the benefits that can be extracted from milk have inspired the company to do further researches and investigations in this field. He said that in such a competitive market, it is challenging to make your space. He thinks that this can be done through commercialisation activities and accelerating the company's R&. (Australian Government, 2008) MG Nutritionals has been very successful as for its R&D is concerned. It has established a facility where lactoferrin is being extracted from milk. Lactoferrin is an anti-microbial component. This world class facility uses best quality ion exchange chromatography in the extraction process. (Australian Government, 2008) This facility, located in Leongatha, Gippsland, is a huge success. Dr Michelle Rowney, the Research and Development Manager MG Nutritionals, is of view that the project is successful because pharmaceutical-based processes were used in the dairy manufacturing plant. He added that the technology enabled them to refine what was extracted. They were able to attain 95% pure lactoferrin with its natural benefits. (Australian Government, 2008) When MG Nutritionals was initiated back in 2002, a program was launched to discover new bioactives with the help of cell-based arrays, high-throughput screening, and other traditional pharmaceutical methods. This program was carried out with assistance of several Australian universities and research organisations. Now MG Nutritionals is focusing on attaining commercialisation opportunities. (Australian Government, 2008) Dr Rowney had told media that some exciting discoveries were made during the research and the company is narrowing down its choices. It is going to incorporate three or four ingredients which are going to enable the company to achieve the highest potential for development. (Australian Government, 2008) Australia enjoys its reputation of 'clean and green' and hence it is considered the best location for food related R&D. When people buy an Australian dairy product, they don't have to worry about the quality controls and manufacturing standards. MG Nutritionals also believes in supporting Australian farmers. It has a manufacturing facility in Tasmania and eight in Victoria. Moreover, the distribution and sales networks are also very efficient. (Australian Government, 2008) MG Nutritionals R&D is also backed by the government departments, CSIRO, and the industry bodies. MG Nutritionals also has the licensed technology from the biotechnology firms. They can use the extract for several applications and repair purposes when tissue is damaged. (Australian Government, 2008) Dr Rowney was also reported to have said that people are generally very receptive and excited about the R&D carried out by the MG Nutritionals. It stimulates their imagination and adds to goodwill of the company. (Australian Government, 2008) Because of its remarkable achievements in the field, MG Nutritionals received two grants from the government. One of these grants came from the Gardiner Foundation, which aims to boost the Victorian dairy industry. The other grant was a subsidy from the government under its National Food Industry Strategy. Both these grants amounted to several million dollars and were used for the funding of clinical trials, development of new manufacturing procedures, research, and animal studies. Dr Rowney expressed his gratitude for these funds and said that many of the company's discoveries would not have been possible, had the company not received these funds. (Australian Government, 2008) With its efficient marketing mix, backed with extensive research in accordance with the customer demands and focus on particular segments of the market, competitive prices, proper distribution and sales networking, and promotion, Murray Goulburn has earned its place in the dairy industry. This process of branding is about gaining consumers' trust and guaranteeing the consumer that the next one bought will be virtually the same as the last one, or even better. This encourages repeat purchases through brand loyalty. It also makes it easier to differentiate the product in a market amid presence of a huge variety of competitors. The business may also use its Unique Selling Point (USP) to boost its sales. The possibilities of mass advertising open up as well in case of branded products. Devondale is very particular about its targeted market. It believes in catering to sophisticated tastes of the Australian population. It also takes care of other factors like time constraints and that it is challenging for working people to take out time and prepare family meals. Moreover, Devondale also keep track of the trends in the society about diet and health awareness. (Devondale, not dated) DEVONDALE Light'N Tasty Cheddar Cheese with 25% reduced fat and DEVONDALE Extra Soft dairy blend table spread, and DEVONDALE Seven, which is a full flavoured cheese with 7% fat; were introduced as the company's market research revealed that consumers were eager to have low fat products and were keen about health awareness. DEVONDALE Smart Milk was also introduced, which is low fat long life milk. Consumers facing time constraints may now have convenient and nutritious products. This happens after a long process when MG Nutritional's support and sales staff monitors the market closely so that products can be designed according to consumers' requests. (Devondale, 2008) Devondale also caters to the hospitality industry with its highly specialised products. This industry does not merely consist of restaurants and hotels. It also involves air and shipping lines, isolated military camps and mining, hospitals, sporting and cultural events, bakeries, and special care homes. As a significant portion of the incomes is spent outside home, hospitality industry becomes an important market. (Devondale, 2008) Devondale's milk products include Full Cream Milk, Skim Milk, Semi-Skim Milk, Point One, Smart Milk, Smart Plus, Smart Omega-3s, Reduce TM, and Skim Milk Powder. Its Cheese range is also diversified and includes Moo Zoo TM, Organic Tasty, Mild, Colby, Tasy, Light'N Tasty, Vintage, sandwich Slices, Seven, and Cobram. Spreads and Butter range includes Butter, Dairy Soft, Extra Soft, Light, Light with Calcium, and Reduce TM. The cream variety includes three products, namely, Thickened, Long Life, and Sour Light. (Devondale, 2008) Devondale's promotional slogan 'From our family to yours' is very effective in creating the desired image. The farmers who work for Devondale feel like a part of a one big family. This concept is used to encourage the sales of Devondale products. The advertisements also emphasize on Devondale being "100% Australia Farmer Owned", this also has psychological implications on the consumers and they are more motivated to buy the product. (Devondale, 2008) The promotion is carried out through advertising using television, magazines and outdoor mediums. Photo promotions are also very crucial in case of Devondale. They have introduced different schemes and rewarding system for the consumers. For instance, on buying Devondale Spreads, and earning certain number of point, consumers can claim 50 free photo prints or a Classic Photo Book. Murray Goulburn has indeed hard earned this place in the dairy industry. References Murray Goulburn Co-operative Co. Limited, Overview, not dated, http://www.mgc.com.au/profile/index.asp, Accessed on September 8, 2009 Dairy Investment WA, Milk companies in Australia, not dated, http://dairyinvestwa.com/markets/milk-companies/, Accessed on September 8, 2009 Stock & Land, Murray Goulburn to enter retail milk market, April 2009, < http://sl.farmonline.com.au/news/nationalrural/dairy/general/murray-goulburn-to-enter-retail-milk-market/1476850.aspx, Accessed on September 8, 2009 Murray Goulburn, Retail, Corporate Brands & Food Service, not dated, < http://www.mgc.com.au/business/retailfoodservice.asp>, Accessed on September 8, 2009 Murray Goulburn, Research & Development, not dated, http://www.mgc.com.au/rd/index.asp, Accessed on September 8, 2009 Australian Government, Australian Businesses Global Markets, Murray Goulburn Nutritionals finds smart science in Australia, 2008, < http://www.austrade.gov.au/Murray-Goulburn-Nutritionals-finds-smart-science-in-Australia/default.aspx>, Accessed on September 8, 2009 Devondale, not dated, http://www.devondale.com.au/, Accessed on September 8, 2009 Devondale, Market, not dated, http://www.devondale.com.au/about/market.asp, Accessed on September 8, 2009 Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Business Report: Murray Goulburn Dairy Products Book Report/Review”, n.d.)
Business Report: Murray Goulburn Dairy Products Book Report/Review. Retrieved from https://studentshare.org/miscellaneous/1506886-business-report-murray-goulburn-dairy-products
(Business Report: Murray Goulburn Dairy Products Book Report/Review)
Business Report: Murray Goulburn Dairy Products Book Report/Review. https://studentshare.org/miscellaneous/1506886-business-report-murray-goulburn-dairy-products.
“Business Report: Murray Goulburn Dairy Products Book Report/Review”, n.d. https://studentshare.org/miscellaneous/1506886-business-report-murray-goulburn-dairy-products.
  • Cited: 0 times

CHECK THESE SAMPLES OF Murray Goulburn Dairy Products

Housing Department at Murray State University

murray state university housing department ... urray state university is a friendly and hospitable public university located in the city of murray, Kentucky.... Housing Department at murray State University (Student Name) (Student ID Number) (Unit Code) (Unit Name) 26/11/2012 Budget Proposal 2012-2013 By: murray state university housing department murray state university is a friendly and hospitable public university located in the city of murray, Kentucky....
6 Pages (1500 words) Research Paper

Dairy Products and Breast Cancer

This essay discusses the connection between several dairy products, the effects they produce and the development of breast cancer tumours.... The researcher analyzed Intake of dairy products, Calcium, and Vitamin D and Risk of Breast Cancer study by Shin, Holmes, Dietary Intake of Conjugated Linoleic Acids and Risk of Premenopausal and Postmenopausal Breast Cancer, Western New York Exposures and Breast Cancer Study and a few more studies on the subject.... The two studies involving human subjects, while unable to reach definite conclusions, brought some rays of hope of finding ways to combat this dreadful disease, not least through the use of some dairy products....
10 Pages (2500 words) Essay

Marketing of Dairy Products Made

This paper tells that the key issue, in this case, is to market yak milk to a consumer base that has one of the lowest rates of milk consumption in the world, and where the market is dominated primarily by dairy products made of cow's milk.... This paper gives information that market yak's milk on a mass level, using its unique selling point of being a traditional dairy product regarded as nutritious from an ancient culture....
7 Pages (1750 words) Essay

Australian Deteriorating Environmental System

The paper focuses specifically upon the salinity problem at the murray River and coastal dune development at the Gold Coast Australia.... The essay describes the importance of these sites and explains how the problems here are affecting human lives and development.... .... ... ... The author of the paper identifies and present the major weaknesses of the Australian environmental system management policies that become the base for the creation of these problems and also put forward some workable recommendations that can assist the authorities to minimize the consequences of these problems....
12 Pages (3000 words) Research Paper

The Consumption and Sales of Dairy Products

The paper 'The Consumption and Sales of dairy products' focuses on dairy that has become an inseparable part of the food industry and plays an important role in many culinary aspects of cooking.... The essential constituent of nutrients: calcium is abundantly available through dairy products.... There are many contributing factors to purchasing dairy and it is important to note the pitfalls of improperly processed and low-grade dairy products....
6 Pages (1500 words) Case Study

Digital Marketing - Murray International PLC

The paper "Digital Marketing - murray International PLC" is an outstanding example of a marketing case study.... This paper is aimed at enabling Western murray investment trust with premeditated recommendations on how to appropriately plan their digital marketing growth by developing, maintaining, and attracting new customers on their digital stage.... The paper "Digital Marketing - murray International PLC" is an outstanding example of a marketing case study....
17 Pages (4250 words) Case Study

Warrnambool Cheese & Butter Company - Corporation Law

This means that murray goulburn will have to fight the $500 million battle of taking over the control of WCB.... This means that murray goulburn will have to fight the $500 million battle of taking over the control of WCB.... This means that murray goulburn will have to fight the $500 million battle of taking over the control of WCB with the Canadian dairy giant Saputo (Binsted and Lynch).... The Canadian dairy giant by the name Saputo will also need to sign a contract of a takeover from the Warrnambool Cheese and Butter Company....
7 Pages (1750 words) Assignment

Al Ain Dairy Companys Quality of Products

The paper "Al Ain Dairy Company's Quality of Products" tells that Al Ain Dairy is the main producer of dairy products in the United Arab Emirates.... Founded in 1981, the company is involved in manufacturing dry, evaporated, and condensed dairy products.... The company's vision is to be the recognized and preferred choice of dairy products.... The company's success in delivering quality dairy products is attributed to its effective management, sufficient, competent employees, and diversification across the globe....
13 Pages (3250 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us