This independent study aims to formulate a strategic marketing plan for Bear Brand Advance Expert. Primary data are used to study consumer behavior in terms of “Attitude and Behavior towards buying consideration of Powdered Milk in Bangkok and its vicinity” and secondary data are utilized for current situation analysis, competitive and internal analysis. According to primary data has shown that consumer motivations are completed nutrition and doctors’ accredation. Moreover, it also needs to be famous and trusted brand while Bear Brand is faced problem with inadequate “Expertise” image. Consequently, combination of “Mature stage” in product life cycle and “Strong” position could generate “Renew” strategy. Two strategies are used to support which are new product development and market penetration to expand its target group. The purpose of strategic marketing plan is to increase market share for Bear Brand advance Expert in Full Cream market from 19% in 2011 to 22% in 2013. In addition, another objective is to focus on product positioning of “Expertise” and to be top of mind for consumer. To provide equilibrium nutrition to consumer is a dominant selling point among competitors. This would be formulation and brand name adaptation which will help emphasize on “Powdered Milk Expertise” by efficient integrated marketing communication.
