Presented by: Carrie Crabill, Elizabeth Fischer, Teage Browning

6860 WI-34, RUDOLPH, WI 54475

Go the Natural Whey,

with Dairy State Whey

TABLE OF CONTENTS
Executive Summary
2
Situation Analysis
3
Company and Market Overview
3
Product Overview

Collaborators Analysis

Context Analysis

Competitive Analysis
3-6
Levels of Competition
4-6
Segmentation and Customer Analysis
7
Research

8-11

SWOT Analysis

12

Objectives

13

Big Idea
13
Strategy

14

New Product Development

14
Targeting

14

Positioning

14

Positioning Statement
14
Tactics
15
Product

15

Price

15

Place

15

Marketing Plan

Promotion

15

Implementation Plan
16
Executions
Package

17

Works Cited
18

EXECUTIVE SUMMARY
Wisconsin Dairy State Cheese Company is located in Rudolph, Wisconsin. At
the moment, the companys main focus is on our cheese production and whey
products are simply a byproduct of the cheese position. We would like to move
that whey product to a central product that is sold from our company. The new
branding of the product includes a name change to Natural Whey and the slogan,
Go the Natural Whey. The product is a natural, un-flavored powder that has 24
grams of protein for every 30 gram scoop serving. We plan on targeting the older
healthy eater market ages 45-60, who are looking to add more protein to their
diet. From the primary and secondary research it was evident that this would be
the target market to use for the area where the company is located. We plan on
revamping the product in a new eye catching package with a zipper top for easy
access. There will also be a scoop added to the package for appropriate serving
size. Our current main competitor is Mullins Cheese which also is in Rudolph
Wisconsin. It is a part of the $43 billion dollar cheese industry in Wisconsin.
We plan on adding an online store to the website so that customers can
order online. This will make it easier for customers who dont live near Rudolf. Also
we have heard feedback from the current customers that they would like to be
able to order our products online. We do not currently have much money to do
marketing so we plan on putting out Newspaper articles and posts on Facebook in
order to take advantage of the free and less expensive options in marketing. We
believe that the Newspaper will catch our target market of 45-60 year olds
because this is the age group that utilizes these sorts of resources more. We are
also going to creating a Commercial that will be a play on the nursery rhyme Little
Marketing Plan

Miss Muffet. This will be displayed on the Facebook page and on the website. In
hope this may go viral and create a buzz because of the humor involved.
Overall our big idea is to improve our strategy, product, and distribution of
the whey protein. We are improving the packaging of the product and offering it in
two different sizes to our consumers. We are going to have the product in other
stores, at our facility, and online.

SITUATION ANALYSIS
COMPANY AND MARKET OVERVIEW
Dairy State Cheese Company is in Rudolph, Wisconsin where it operates a factory
and store in one facility. They are known as a very successful company selling
great cheese at low prices. They are able to keep low prices due to the lack of
shipping costs from our multiuse facility. Customers can actually watch as the
cheese is made from windows in the store that overlook the factory. Their
customers are loyal because they recognize the high quality and value of our
products. They are also known for our fresh cheese, our inclusive experience and
our quality customer service. They want to be known as the best diary product
provider in the state of Wisconsin and to be known as a premiere company.

PRODUCT OVERVIEW
Whey Protein Concentrate is a fine cream colored powder meant to be mixed into
shakes to add protein to diet. Currently, it is sold for $6.95 a pound with 1 scoop
having 30 grams of protein. In one serving, there are 110 calories and 24 grams
protein.

Marketing Plan

COLLABORATORS ANALYSIS
They have a very unique situation where our distribution channel is simply from
one side of our facility to the next! They strictly distribute from our own facility
rather than online or in other stores. They also supply all of our own ingredients for
our cheese and whey protein.

CONTEXT ANALYSIS
According the Wisconsin's Milk Marketing board, Wisconsin produced 2,891,422,000
pounds of cheese in 2014 from the 138 cheese plants located in Wisconsin. In
2014, the Wisconsin dairy industry added $43 Billion to the states economy. As a
company they currently are not involved politically or have any legal problems.
They are present on the internet in the form of Facebook, various travel websites
and a company website.

COMPETITOR ANALYSIS
Our current main competitor is Mullins Cheese which also is in Rudolph Wisconsin.
Mullins Cheese sells similar products as us including a whey powder. Also in the
area there are GNCs and a Family Natural Foods store. These places as well as
general grocery stores are seen as competitors in that they sell other whey powder
products. Overall in theTo
market
are many
ta l for
B uWhey
d g eproducts
t C o mthere
p e tito
rs competitors
which some of them being listed in our levels of competition below.

LEVELS OF

S w ifte r S w e e p te r, U L A K A p p le Ip h o n e 6 ca se , H a n e s
M e n 1 2 Pa ck C re w S to c s, G e o rg ia Pa cifi c B a sic C o p y
COMPETITION FOR PROTEIN
POWDER
Pa p e r

G e n e ric C o m p e titio rs
M in u te M a id O ra n g e Ju ice ,
T h o m a s B lu e b e rry B a g le s, D o rito s C h ip ts,
C h e rrio s C e re a l

B ra n
d /P
r ct
P ro
du
o
d
u
C a te g o ry
c t H y-Ve e
Fo
r lu e C o ta g e
C h ic ke n , G re a t Va
C h e e se , m
C h o b a n i G re e k

Yo g u rt, Fa rm e rs M a rke t E g g s

Sw ans
on
Pro te i
n
Po w d e
r,
M u sc l
e M ilk ,
O p tim
um
N u triti
o n Plan
Marketing
100%
W hey
Pro te i
n , Is o 100

Figure 1

LEVELS OF COMPETITION FOR PROTEIN POWDER CONTINUED

Figure 2:

Figure 3:

Marketing Plan

LEVELS OF COMPETITION FOR PROTEIN POWDER CONTINUED

Figure 4:

Figure 5:

Marketing Plan

SEGMENTATION AND CUSTOMER ANALYSIS

Our current customers consist of those surrounding the Rudolph, Wisconsin area
who are cheese lovers of all ages and tourists. Currently they targeting those
consumers who are looking for high quality cheese, but at a low price. Also they are
targeting those consumers who are interested to know more about cheese and are
able to go on a tour to see how it is made. As well as those who are looking for
something fun and entertaining to do while on vacation or something to make a
vacation out of.
Currently are only targeting those consumers who are looking to visit our facility
and buy cheese because there is no online store to reach people out of the store.
There is a rather large market of nonusers because they are mostly likely
unknowledgeable that it exist.
The Ideal customers are those between the ages of 45-60 who are looking for a
healthy protein alternative to stay active and eat healthy. Since our Whey powder is
100% natural, offering the best product for those who do not want something with
additives or artificial flavorings. Also are keeping the product at a low price in order
to target those who are health conscious but also either on a budget or concerned
with value.

MARKET SEGMENTATION
Price

Below is pictured how the market is segmented

Sensitive for Whey powder including many
Consumers
possible customer segments to go into.
Figure 6:

Active
Lifestyle
Consumers

Vegetarians

Potein
Whey
Powder
Market

Females

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Liquid Diet
Consumers

Athletes on a
Budget

Healthy
eaters

RESEARCH
Figure 7: In this graph, protein is shown to be the leading seller for weight loss
supplements.
TOP 5 TY PES OF SPO RT N UTRIT ION OR W EIGH T LOSS SUPPL EM EN TS
AM ON G U.S. ADULTS IN 2 01 4

Figure 8: In this graph, Protein supplements are shown to be the leading reason for
using liquid breakfast drinks.
U.S. H OUSEH OL DS: WH AT AR E YOUR MOST IM PORTAN T RE ASON S FOR
USIN G L IQUID BRE AK FA ST OR L IQUID / PO WDERED NUTRI TION AL
SUP PL EM EN TS FROM 2 01 3 TO 20 14

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Figure 9: In this graph, protein products are shown to be much more popular for
sports nutrition products than non- protein products.
SPO RTS N UTRITION PRODU CT SAL ES WORL DWIDE IN 2 01 3 ( IN BIL L ION
U.S. DOL L ARS)

Figure 10:

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Figure 11: In this figure, the argument for an additional whey processing plant to
be added to cheese plants is argued.

Figure 12: In this figure, a lack of scale and a lack of capital were the two most
common reasons selected as a barrier to making profits on whey.

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10

PRIMARY RESEARCH
1.
2.
3.
4.
5.

Have you ever used whey protein powder?

If so why do you use whey protein powder?
If not would you consider using whey protein powder?
If you do use whey what brand do you use and why?
Looking at this packaging for a whey protein powder would you consider
using it?
6. Have you ever heard of the Wisconsin Dairy State Cheese Company? If, so
how?
Data: Male
Question 1: 2/5 have tried whey protein
Question 2: To support his muscles growth and stay healthy
Question 3: 3/5 would try whey protein
Question 4: Muscle Milk
Question 5: 5/5
Question 6: 1/5 said yes
Data: Female
Question 1: 1/5 have tried whey protein
Question 2: To support her muscles growth and stay healthy but then her doctor
said to stop
Question 3: 4/5 would try whey protein
Question 4: N/A
Question 5: 5/5

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11

Question 6: 5/5 said no

Asked male and females these various questions about whey protein. The results
were quite surprising with many of them responding no to all the questions. There
was one female who said she had used it before and heard about it from Shaklee,
but then her doctor told her not to use it because she is sensitive to wheat. She
also stated that she thought the original packaging for to generic. There were a
few males who said they had heard of the company. One female said should would
maybe try the whey Protein

SWOT ANALYSIS
Strengths:
1. Low price and high quality
2. Successful company
3. Loyal Customers
4. Room for improvement and creativity
5. Support small businesses
6. Wisconsin Tourist Attraction

Weaknesses:
1. Not a popular product to begin with
2. Market is saturated
3. Our location is not ideal for selling this type of product
4. Currently no marketing

Opportunities:
1. Growing market
2. Profitable market

Threats:
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12

1. Other forms of protein: supplements, meat, nuts and protein shakes

2. Other companies entering in the market for protein powder

MARKETING OBJECTIVES
As a company, the goal is to always increase awareness of The Dairy State Cheese
Company. The main focus is to promote the protein powder as a healthy and
nutritious option for people who live a healthy lifestyle; men and women. By
raising awareness of the brand the hope is to reach people living a healthy lifestyle
and help them maintain the lifestyle they wish to live. The protein powder is a low
cost but high quality product making the product more easily obtainable for
persons with low budgets. Not only will the company address the needs of the
current consumers, but it will help The Dairy State Cheese Company reach a new
audience. The hope is that by promoting the protein powder it will become a
popular and profitable product for the company which will boost brand awareness
and sales overall.
More defined Objectives include:
1. A 50% increase in sales of Whey protein powder for our first year of
introduction
2. A 60% increase in product awareness for our first year of introduction
3. A 20% increase in loyal customers in our first 5 months of introduction

BIG IDEA
Our big idea is to offer a premium all natural product at a lower cost than our
competitors targeted to the health conscious market of those between the ages of
45-60. There will be an implementation of an online store where all of the products
will be sold. In addition we will be introducing our products at the GNCs and the
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13

Family Natural Foods store. Also the slogan will be changing to Go the Natural
Whey with Dairy State Whey." The name of the product is going to be Natural
Whey because our product is 100% natural with no additives. We will be offering
our product in two different size packaging at a price of $9.50 and $1 respectively.

MARKETING STRATEGIES
NEW PRODUCT DEVELOPMENT
With changing the current product the flavoring will still be all natural with no
additives. We do not want to add flavoring because of wanting to keep an additive
free product. We will be changing the look of the packaging to being a zipper seal
in order to make it easier for our customers to use as well as making sure it is a
secure seal. Also we will be selling the product in 1 lb bags as well as having small
packets for people to try. We will not be using these packets for selling purposes,
but rather only for trials. Our look of the package will still have a portion that is see
through for customers to tell that it is a clean pure product as well as using the
color green to represent a healthy look. A bonus with the 1 lb bag will be that it
will now include a scoop. Also the nutrition information will be moved to the back
of the package.

TARGETING STRATEGY:
Target Market 1: We will be starting into a new target market for those who are
between the age of 45-60 and looking for a healthy protein alternative and are on
a low budget. Here we will be targeting consumers who are looking for something
to add to their diet that is healthy and offers many benefits to their health.
Rationale
We chose this market because it is a market where consumers demand is growing.
Also it is large diverse group of consumers who are growing. This also fits in our
geographical area as well as who are already currently customers who visit our
facility.

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14

Persona: Roberta and Denis

Roberta and Denis, age 53, consider their way of living to be a healthy one. They
live a modest lifestyle and are saving for retirement. They enjoy trying healthy
recipes and biking in the mornings. Denis and Roberta are price sensitive but are
still expecting a high quality product.
The marking team chose this target market because they fall into the current
market that already shops at the store. Dairy State Cheese believe that these
customers are potential new customers because they are already making the trip
to our location. By extending the brand name to a new product, as well as
launching it with the theme of health literacy, customers will be willing to try our
new product.

POSITIONING STRATEGY
Our protein powder is a unique product that is offered by our cheese factory. This
product is low in price and high in quality for all of the people who live or want to
live a healthier lifestyle.
Rationale
We chose this position because we feel our product is offered at a lower price than
all of our competitors while still maintaining a high quality.
Positioning Statement
Natural Whey is pursuing an older generation of healthy eaters with our high
quality natural product that can be bought at below market prices.

MARKETING TACTICS
PRODUCT
Our protein powder has decided to reach out to their healthy lifestyle audience by
advertising this product. By offering a product high in protein and healthiness will
keep their fit lifestyle maintained. We will be offering the product in two different
sizes. One that is a 1 lb bag with a scoop as well as in small individual packets for
the consumers to try.

PLACE
In order to reach our targeted audiences, we will sell the protein powder at The
Dairy State Cheese Company along with GNC and the Family Natural Food store in
Rudolph Wisconsin. We also will be implementing an online store to in order to
satisfy what our customers are asking for. Also to allow it to be easier for our
customers to access our products.

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15

PRICE
We plan on selling our protein powder for $9.50 which is a bit of a higher than the
current $6.37. The small packets will be set at a price of a $1. This will ensure our
customers they are getting the very best product for a low price.

PROMOTION
We have created the slogan Go the Natural Whey with Dairy State Whey that we
will use with our campaign during Health Literacy month in October. We will be
utilizing our current Facebook page where we will update weekly and or monthly
with special promotions and events. In order to get more likes we are going to offer
a promotion that if you like our page we will give you a free packet of the Whey
powder to try. Also in the store we are going to place some of the bags of product
right by the cash register and promote it while we are checking people out. There
will also be an end cap next to the cheese refrigerators that will hold the rest of
our inventory as well as during October we will have someone once a week who
will be explaining the benefits that Whey offers you when you are trying to
supplement your healthy diet. We will also be utilizing the local newspaper to have
an article go out about our new improved whey product expressing the benefits
people can receive by using the product. To also get more of our current customers
interested in our whey product we will be including a talk about how whey is a
byproduct and how we get it from making cheese on our tours available at the
facility. To increase our awareness as well we are going to create a commercial that
will be aired on our Facebook and website. Our commercial is going to a rendition
of the little Miss Muffet nursery rhythm. We fell this will be relevant to our target
market because they were read this rhythm as a child and most likely have read it
to their own children and grandchildren.

IMPLEMENTATION PLAN
We are going to release our new product on October 1 st during Health Literacy
Month. We want to release it then because we can then pair it well with explaining
the benefits of using Whey for your health. When it comes to advertising we are
going to use Facebook, newspaper articles, a commercial on the website and on
Facebook. We will be looking to have our product sold at GNC and the Family Foods
Store near Wisconsin Dairy State Cheese Company.
Figure 13:
DATE
Introduce
New
Product

August
Create new
packaging for
product and
plan out
placement into
store

October
October 1

st

During Health
Literacy Month

Marketing Plan

November

January

Asking GNC and

the Natural
Family Foods
store if they will
be willing to sell
our product

Hopefully
will be able
to introduce
our product
into GNC
and Natural
Family
16

Foods Store
Advertisi
ng

Will be
releasing our
commercial on
Facebook and
our website

Sales
Promotio
n

Will be offering
a promotion if
you like us on
Facebook we
will give a free
sample. Also
will be having
samples at the
store for our
customers to
try

Social
Media

Will be posting
weekly and or
monthly with
recipes for our
whey product
and our other
products

Publicity

Have an article
go out about
Health Literacy
Month and the
new whey
product

PACKAGING
To grab customers attention better, there will be a new packaging design rolled
out. The package is green to catch the customers eye on of the shelf. There will be
an arrow with Go the Natural Whey pointing to the shape of Wisconsin. The
shape of Wisconsin will be see through so the customer can see the product. The
top of the bag will be changed to a plastic zipper seal so that our older generation
can close it easily. Also we will be having small packets used for trials and selling
them to customers for another option to choose from for easier on the go access
or if they want to try it, but not buy a large amount.

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17

Works Cited
Leading Types of Sports Nutrition/Weight Management Supplements Used by U.S. adults
2014 Survey. Statista. Web. 04 Dec. 2015
U.S.: Reasons for Using Liquid Breakfast or Liquid / Powdered Nutritional Supplements
2013-2014 Statistic. Statista. Web. 04 Dec. 2015
Board, Wisconsin Milk Marketing. Dairy Data 2015 - A Review of Wisconsin's Dairy
Industry 2014. Web. 6 Dec. 2015.

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Board, Wisconsin Milk Marketing. "2015 Dairy Data, Review of Wisconsin's Dairy
Industry." Dairy Data 2015 - A Review of Wisconsin's Dairy Industry 2015. Web. 5 Dec.
2015.
Monsen, Norm. "Wisconsin Longitudinal Study, 1957-2007." ICPSR Data Holdings (1994):
Web. 5 Dec. 2015.

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