MATRIC FIRST SECOND THIRD FOURTH FIFTH SIXTH SEVENTH EIGTH

NAME NO MEETING MEETING MEETING MEETING MEETING MEETING MEETING MEETING

1 ADEWALE BABATUNDE A. 209029117
2 ADEKEYE ADEBOLA S. 209029119
3 AGU UCHECHUKWU E. 209029038
4 AKINDEJOYE ALABA E. 209029219
5 ALIU IMIEFUO E. 209029058
6 BANKOLE DOYINSOLA Z. 209029087
7 BIANURU EVELYN C. 209029224
8 BOLUWATIFE AYANO 209029261
9 BURAIMOH SAMUEL S. 209029092
10 CHUKWU UZOMA 209029040
11 DADA IFEDOLAPO A. 209029039
12 DOTUN OLUSODAYO O. 209029342
13 FASAN OLAKUNLE 209029268
14 FASHIPE TOLUWANIMI J. 209029270
15 IBINGHA ENANGHA B. 209029034
16 KEHINDE MATTHEW O. 209029273
17 KUNLERE OMOROLAK 209029155
18 OGUNSEMOWO JUWON 209029373
19 OJEKUNLE GBEMILEKE M. 209029307
20 OKOLI ANSELM E. 209029092
21 OLANREWAJU OPERE T. 209029195
22 OLUREMI SUSAN O. 209029142
23 OMOYENI ISAAC O. 20263674
24 OPARA CHIZURUM F. 209029100
25 OPEYEMI OLATOYE 209029136
26 OYELAKIN TOSIN T. 209029157
27 SAMUEL TAIWO S. 209029027
28 UGOH ONYINYECHI C. 209029018
29 OJORA MARYAM O. 209029059
30 CHRISTOPHER OBIANWU Y20260280
FIRST MEETING

The group started by identifying its members, after that a leader was appointed in the person of Adewale
Babatunde Adeyemi, after this the group member deliberated on the assignment and how to go about it.

Different opinions were aired and at the end Lawal Taofikat Wuraola suggested that each an everyone of
us should go and look for an organisation and probably work on it then when we meet during the next
meet we will discuss it and choose the most promising one. Samuel Taiwo also suggested the use of
division of labour that is assigning roles to each member of the group so that all hands will be on the desk.

Oyelakin Tosin also suggested we fix a date for next meeting in other to gather all the organisation we
have all worked on and that marked the end of our first meeting.

SECOND MEETING

During the second meeting, some members came up with great ideas. Buraimoh Samuel Sunday with
Amazon and how its works, Boluwatife Ayano talked about 7up company and its product, Bankole Zainab
and Opere Temitope also suggested Coleman and finally Opeyemi Olatoye also came up with
FRIESLAND CAMPINA WAMCO NIGERIA PLC, among other that were suggested. And during the
course of the meeting Since we have three companies the group leader suggested we vote for the company
we would like to work on and majority voted for FRIESLAND CAMPINA WAMCO NIGERIAL PLC,
The company that is responsible for the production of peak milk.

After this Wuraola suggested we divide the group into three subgroups which are

1. THE RESEARCH GROUP: This consists of Opeyemi Olatoye, Ibingha Enangha, Bankole Zainab,
Adekeye Adebola, Boluwatife Ayano, Buraimoh Samuel, Samuel Taiwo, Okoli Anselm,
Akindejoye Emmanuel, and Opere Temitayo, Opara Chizurum, Chuku Uzoma, Bianuru Evelyn.

2. THE COLLATION GROUP: This consists of Samuel Taiwo, Adewale Babatunde, Akindejoye
Emmanuel, Tokunbo Oyelakin, Isaac Omoyeni, Kehinde Matthew, Fasan Olakunle and Agu
Uchechukwu Ezinne.

3. THE PRESENTATION GROUP: This consists of Lawal Wuraola, Ugoh Christiana,

 Toluwanimi Fashipe and Tunde Adewale.

At the end of the meeting each member understands their roles and attendance were taken.

THIRD MEETING

The head of research team in the person of Opeyemi Olatoye briefed the whole member about how far the
research team have gone and what that are remaining to be done. During the meeting Ibingha Enangha
suggested that some of the materials used by the research team should be made available to the collation
team in other for them to verify the authentication of the information provided. Emmanuel Akindejoye
also suggested that based on some of the information provided by the research team there were some
redundances that needs to be removed. The research team leader took all the suggestion and revisited her
member for proper adjustment.

FOURTH MEETING

Adewale Babatunde explained the needs for both physical and virtual meetings. He also said that the file
submitted by the research team should be opened and review by everyone and that everybody should
comment upon reviewing. After this Babatunde will review and collate the material and when he is done,
he will pass it to Wuraola to correct any errors found and Emmanuel Akindejoye will do the final proof
reading.

Tunde also outlined the contents of attendance and minutes to be collated by Taiwo. Isaac appealed to
everyone to try to maintain their cool and try to work in harmony.

FIFTH MEETING

Some of the group members met again to discuss the progress of the project. The two presenters were
given the opportunity to present to the group members and at the end of the presentation some observation
and contribution were made.

Adekeye Adebola asked for projection, Fasan Olakunle also asked for the mode of the presentation,
Opeyemi Olatoye observed that the presenters were a bit rigid with the document so she suggested that
they should make it a bit flexible and take ownership of the document, in addition to this Samuel Taiwo
also suggested that the presenters should not rush while presenting and that they should make it relatable.
Agu Uchechukwu suggested that the slide should be made ready by the collation team but Enangha
Ibingha was of opinion that the presentershould do the slide by themselves in other to be familiarised with
the research work. Finally, Adewale Babatunde concluded that the presenter should work on the slide by
themselves and send it to the group for proper reviewing.

Question

A. Select an Organization of your choice and briefly describe its business activities.

B. Identify and state with reasons the marketing orientation that governs the marketing activities of
your selected organization

A case study of the Marketing Orientation(s) employed by Peak Milk in Nigeria and the rationale behind
our observations and conclusions.

1.0 ABOUT THE ORGANIZATION

FrieslandCampina WAMCO Nigeria PLC (an affiliate of Royal FrieslandCampina in The Netherlands) is
Nigeria’s foremost dairy company and it remains a market leader to date. The company,
FrieslandCampina, which was founded from two Dutch dairy companies, Friesland Foods and Campina,
began its journey in the dairy industry in 1871. They have played in the Nigerian Dairy industry for over
60 years through strong family brands like Peak (since 1954) and Three Crowns. Also, most recently,
Coast, Olympic and Nunu since their acquisition of PZ’s Nutricima.

At the heart of the Company’s operations in Nigeria is the passion to make quality dairy nutrition
affordable and accessible. This is strongly rooted in the company’s mission statement of “Nourishing
Nigerians with quality dairy nutrition”.

Brand under study - Peak Milk

Having surveyed and seen the potentials in the Nigerian market, FrieslandCampina introduced its first
brand, Peak Milk.

Over the years, Peak Milk has maintained the story of Africa through its symbolic picture story and visual
identity elements of the palm tree, locals in a canoe, trade interaction with merchants, and so on.
Despite the influx of different dairy brands over the years jostling for the consumer’s attention, Peak Milk
has stood the test of time.

2.0 THE BRAND’S MARKETING ORIENTATIONS

Based on the research conducted into Peak Milk, under FrieslandCampina, the organization has been able
to remain at the forefront of Dairy Produce manufacturers due to the versatility of their production and
marketing stratagems. The organization employs the use of the following Marketing Orientations:

• Production Orientation
• Product Orientation
• Societal Marketing Orientation
• Market Orientation

2.1 Production Orientation

Going by the scope of the production orientation here:

“A production orientated organisation commonly operates a mass production model and streamlines this
production process for its product offering. This orientation approach assumes that its customers value
price, and therefore, it focuses on lowering production costs to meet such price needs of its customer base.”
At the inception, Peak Milk was seen as product for wealthy people and couldn’t be afforded by the
common man. However, in response to the threat posed by other brandslike Cowbell which introduced
powdered milk in smaller sachets, the company adjusted its product in order to accommodate everyone.
This was executed by making a transition into packaging its products in smaller sachets, both in powdered
form and evaporated. This has allowed Peak to make its way into the homes of the lower-class consumers
in the country.

It is however significant to note that the price has remained a bit higher than that of the rest in the industry.
Still, it has stood the test of time and succeeded in fulfilling the role of the market leader in the dairy
segment of the market in Nigeria as seen in a referenced survey, despite the competition for buyer attention
in the dairy industry.
 2.2 Product Orientation
“This approach to business concerns its products and continually improving and refining them so that the
product can always be superior to that of its competitors. So, as production orientation centres around the
price, product orientation centres around quality, which often increases the price.”
The company behind Peak Milk ties its vision to the purpose they refer to as nourishing by nature. This
stands for better nutrition for the world, a good living for farmers, now and for generations to come. Also,
from its mission statement, Nourishing Nigeria with Quality Dairy Nutrition, it is obvious the brand is
driven by the need to nourish its consumers.What makes a product stand the test of time is the fulfillment
of its promise of quality (nourishment) to its teeming consumers.

On its website, FrieslandCampina has the proceeding statement about Peak:

“At PEAK MILK, we have always gone the extra mile to ensure that every drop of milk consumed is of
the best quality.” It goes on to add that Peak is “value-centric”.

Considering Peak milk in light of this marketing orientation, it is therefore safe to say it is part of the
orientations that govern the brand. From the range of products the brand has introduced over the years to
give customers a wider range of options to choose from; “Evaporated Milk, Condensed Milk, Peak Milk
Powder, Peak Milk Powder with vegetable fat, Peak choco, Peak yoghurt drink, Peak 3 in 1 chocolate
milk powder, Peak instant tea mix etc”, to the new packaging it has given some of these products for ease
of use and convenience, Peak milk obviously has continuous improvement and refinement at the helm of
its business approaches. Even within the individual categories of products offered, the brand focuses on
manufacturing high-quality, premium products that are superior within the market in which they operate.

Furthermore, in order to save the industry, save its market and ultimately its business, PECADOMO (an
acronym for ‘Peak Can Do More”) wasintroduced to help show consumers that milk can be much more
versatile than just being used in tea or cereal. It emphasizes that milk does not just add to taste but also
significantly improves the nutritious value of the dish and thus having double the advantage.

At the more strategic level, the concept aims at growing industry’s total market size and defend market
share.

2.3 Societal Orientation

An organisation, considering its product, process, and its marketing, to an extent, focuses on the impact
its organisation and products have within the societies it operates, as well as the wider environment. The
idea of this marketing orientation is that the businesses should satisfy the needs and wants of customers,
but this target should be aligned with the long-term interest of the society.
The Peak Milk brand lives up to this marketing orientation. They are the pioneer of local manufacturing
of evaporated milk and the introduction of fortified based milk products in Nigeria. The brand’s
involvement in Nigeria is defined by addressing three global challenges: nutrient security, sustainability,
and support for farmers.

Linked to its mission is the Dairy Development Programme (DDP), an inclusive business model with an
array of community activities that encourages local economic development in milk production to meet the
needs of consumers, farmers, local communities, the government, and the business. In line with this, they
have developed new institutional capacities, policies and practices that benefit pastoralists, small-holder
farmers, and the country as a whole.

Peak has a product for everyone in the soceity. There is Peak 123 for infants and toddlers, there is the
regular Peak for young adults (full rich cream), and there is Peak for the elderly which is said to be low in
fat and cholesterol. This is succinctly captured in its latest advert campaign: “Everyone Has A Peak”. The
advert features an elderly woman and her daughter in-law. It appeals to people’s emotion.

2.4 Market Orientation

“A market-orientated organisation looks at the market and its target audience first, before any production
or sales activities take place, to learn what potential customers want from organisations. The product or
service offering is therefore created with the customer in mind, resulting in a truly customer-first
approach.”

Judging by Peak Milk’s ability to transit its product offerings over the years as the request of the market
changed per time, the brand can be said to have successfully adopted this orientation. This is seen in the
sachet milk offering, 3in1 offering, chocolate powder, yoghurt milk etc. This approach is made possible
by the company’s innovativeness and extensive distribution network across Nigeria.

The product enjoys immense brand loyalty. It leverages on its long-established goodwill and this reflected
in the prices of varieties of Peak in comparison to other competing brands. For instance, while other
brands sell their tin (liquid) milks for N200 or less; Peak sells #230 and above.
Also, Peak has full cream milk packaged in 380g, 900g & 2.5kg in a tin. It also has sachet milk for the
people in the rung ladder of the society. It also has PEAK UHT Full Cream Milk – which lays claim to 28
vitamins and minerals. There is Peak Yorghurt Drink with different flavours including orange and
strawberry. These varieties of Peak may loosely be categorized into three, namely:(1) Peak Evaporated,
(2) Peak Powder, and (3) Peak Flavoured.

3.0 CONCLUSION

Peak Milk’s market leader status is not a role that has been left to chance but through deliberate strategic
efforts made towards nurturing and maintaining the status while building on their competitive advantage.
Their business approaches reflect more than one orientation type in a bid to keep their market share and
provide satisfaction to their consumers. The organization has been able to remain at the forefront of Dairy
Produce manufacturers due to the versatility of their production and marketing stratagems.

Their marketing strategy has proved to be a force to reckon with amongst their competitors.
4.0 REFERENCES

1. https://www.frieslandcampina.com.ng/brands/
2. https://www.thebbbuzz.com/peak-milk-is-setting-the-pace-as-a-market-leader/
3. https://mapemond.com/2019/02/12/brand-review-peak-milk-still-leading/
4. https://nairametrics.com/2018/08/09/competing-milk-brands-in-the-country/
5. https://www.orientation.agency/insights/marketing-orientation-approaches
6. https://phdessay.com/the-peak-milk-brand-12/
7. https://www.frieslandcampina.com/about-frieslandcampina/strategy/
8. https://www.frieslandcampina.com/stories/herman-ermens/
9. https://www.frieslandcampina.com.ng/organisation/strategy-route2020/
10. https://www.frieslandcampina.com/news/frieslandcampina-accelerates-transformation/
11. https://www.prophet.com/case-studies/friesland-campina/
THE 4 Ps

The key elements of any successful marketing plan include the concepts of Product, Price, Place and
Promotion. They are also known as the four Ps and they function as a guide to help the marketing manager
successfully develop a strategy for promoting products and services to customers.

The order in which they should be arranged are:

• Product
• Price
• Place
• Promotion

The First P – PRODUCT

Product should come first because the concept of product in a marketing plan deals with finding the right
product for your target market and the product must be something desired by the intended customer.

Before introducing yourself to people around, you must have one or two things you want them to know or
bring to their awareness. This is the reason why product must come first before any of the other Ps, because
there is a need to introduce your product to the target market.
The Second P – PRICE

Price is a very important element of the marketing mix. The company must create something of value for
the customer. The product must be one that the consumer is willing to pay a predetermined price for.

After you introduce your product to your target customers, the next question that comes into mind is “how
much is the product?” i.e., what the price range of your product is. This is the reason price is the second P
of the marketing element.

Analysis is necessary to determine the price customers are willing to pay for a specific product. When
your price is too low, you might not realise a profit. However, pricing higher than the other market
suppliers of the products leads to decrease in sales, also resulting in a loss for the company.

The Third P – PLACE

Selling your product in the correct place is another important aspect of the marketing mix. This is because
when you finally persuade your customer and convince them about the product, they will want to know
or have knowledge about the whereabouts of the product. How to get them when there is need for them.

No matter how good your product or service is, if the customer cannot find it, no purchase will be made
and to determine the proper place to market your product, you must determine where the target audience
is shopping for similar purchases. It might be a brick-and-mortar storefront location or through an internet
store.

The Fourth P – PROMOTION

Once you have determined what product you will sell, the price you will charge and the place you will sell
it, you must tell people about it, because not everyone is aware that you sell those products. This is where
promotion comes in, there are lots of medium availableto promote a product or service to your target
customer which includes words of mouth, newspaper, television, radio ads and internet advertising.

Promotion is needed to create awareness to the public about a particular product that has been in existence
or just been launched.
THE 7Ps

The essential element of Product, Price, Place and Promotion remain in the service marketing mix, but
three additional elements; People, Physical Evidence and Processare included in the 7P mix.

To understand the service marketing mix framework, its necessary to understand the nature of services.
The characteristics of services are:

1. Intangibility: theservice cannot be touched or viewed, so it is difficult for clients to tell in advance
what they will be getting.
2. Inseparability (simultaneity): the service is being produced at the same time the client is receiving
it.
3. Heterogeneity (variability): services involve people and people are all different

4. Perishability: unused capacity cannot be stored for future use. For example, spare seats on the
airplane cannot be transferred to the next flight.

Extending the 4Ps

The service marketing mix is an extension of the 4P framework. The essential elements of Product,
Price, Place and Promotion remain, but three additional elements; People, Physical Evidence and Process
are included to the 7P mix.

PRODUCT:

In the case of services, the product is intangible, heterogeneous, and perishable. Moreover, its production
and consumption are inseparable, hence there is scope for customizing the offering as per customer
requirement and the actual customer encounter therefore assume particular significance.

However, too much customization would compromise the standard delivery of the service and adversely
affect its quality. Therefore, particular care must be taken in designing the service offering.

PRICING:

Pricing of services is tougher that pricing of goods. While the later can be priced easily by taking account
of the raw material costs, in the case of services, there are attendant cost such as labour and overhead costs
that also need to be factored in. For example, a restaurant not only has to charge for the cost of the food
served but also has to calculate a price for the ambience provided.

PLACE:

Since service delivery is concurrent with its production and cannot be stored or transferred, the location
of the service product assumes importance. Service providers have to give special thought as to where the
service is provided. A fine dining restaurant is better located in a busy, upscale market as opposed to the
outskirts of a city. A holiday resort is better situated in the countryside, away from the rush and noise of
a city.

PROMOTION:

Since a service offering can be easily replicated, promotion becomes crucial in differentiating a service
offering in the mind of the consumer. Service providers offering identical services such as airlines or banks
and insurance companies invest heavily in advertising their services. This is crucial in attracting customers
in a segment where the service providers have nearly identical offerings

PEOPLE:
People are defining factors in a service delivery process, sincea service is inseparable from the person
providing it. A restaurant is known as much for its food and for the service provided by its staff. The same
is true for banks and department stores. Consequently, customer services training for staff has become a
top priority for many organisations today.

PROCESS:

The process of service delivery is crucial since it ensures that the same standard of services is repeatedly
delivered to customers. Most companies have a service blueprint which provides the details of the services
delivery process, often going down to even printing the service script and the greeting phrases to be used
by the service staff.

PHYSICAL EVIDENCE:

Since services are intangible in nature, most service providers strive to incorporate certain tangible
elements into their offering to enhance customer experience. Many hair salons have well designed waiting
areas often with magazines and plush sofas for patrons to read and relax while they await their turn.
Similarly, restaurants invest heavily in their interior design and decorations to offer a tangible and unique
experience to their guests.