Maxma Food Company Limited is an importer and distributor of various food ingredients from foreign manufacturers. Maxma Food Company Limited also provides research and developmental service, developing a suitable proportion of food ingredients for each types of food and send to local food manufacturers to do the production. Due to the trend of health concern and low number of competitors in current market, Maxma Food Company Limited has foreseen a market opportunity of functional jelly products in Thailand and decided to launch a functional jelly drink, under the brand name “Mini Meal”. This special project aims to develop a marketing plan of Mini Meal to achieve 10% market share or approximately 75 million baht in 2013. Customer research was conducted with 300 respondents. The results show that brand awareness and product differentiation are important. Product strategy will emphasize on creating differentiation by pointing out its superior benefits with competitive pricing. Distribution strategy will be intense distribution through all channels such as 7-Eleven, Family mart, Tesco, Big C, Tops supermarket, and also traditional trades. Integrated marketing communication strategy focusing on product benefits will be used via television advertising, radio advertising, and social networks. Total marketing budget is 14.3 million Baht with an expected profit return of -0.26% in 2013 and will be able to generate an expected profit return of 1.62% in 2014.
