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CAMEL MILK

VICTORIA Marketing Analysis

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TABLE OF CONTENTS

INTRODUCTION ............................................................................................................................................................. 3

Background ............................................................................................................................................................... 3

Products .................................................................................................................................................................... 3

Current Products .................................................................................................................................................. 3

Future Products .................................................................................................................................................... 3

Mission ...................................................................................................................................................................... 4

Vision ........................................................................................................................................................................ 4

Nutritional Content .................................................................................................................................................. 4

SITUATION ANALYSIS .................................................................................................................................................... 4

Market Sector ........................................................................................................................................................... 4

Supply Chain ............................................................................................................................................................. 5

Camel Milk Market Demography ............................................................................................................................. 6

Camel Milk Demand Analysis ................................................................................................................................... 7

Competition .............................................................................................................................................................. 7

Competitors .............................................................................................................................................................. 8

SWOT: ....................................................................................................................................................................... 8

Strengths: ............................................................................................................................................................. 8

Weaknesses: ......................................................................................................................................................... 9

Opportunities: ...................................................................................................................................................... 9

Threats: ................................................................................................................................................................. 9

Sales Strategies ....................................................................................................................................................... 11

Target Market ..................................................................................................................................................... 11

Unique Selling Proposition ..................................................................................................................................... 11

Positioning Statement ............................................................................................................................................ 11

Sales Pricing Strategy ............................................................................................................................................. 11

Future Sales Expectation ........................................................................................................................................ 12

THREE LEVELS OF CAMEL MILK ................................................................................................................................... 12

Core: ........................................................................................................................................................................ 12

Actual Product: ....................................................................................................................................................... 12

Augmented Product: .............................................................................................................................................. 13

MARKETING OBJECTIVES AND STRATEGIES ............................................................................................................... 13

Promotion Objectives ............................................................................................................................................. 13

Promotion Strategies .............................................................................................................................................. 13

MEDIA BUDGET ANALYSIS .......................................................................................................................................... 14

CONCLUSION ............................................................................................................................................................... 15

REFERENCES ................................................................................................................................................................ 16

INTRODUCTION

BACKGROUND

Camel Milk in Australia is also termed as “white gold” as it offers number of health benefits. Camel Milk Victoria is

owned by Megan Williams and Chris Williams. The farm contains a herd of total 70 camels and 20 female camels

who are milked. The farm is stretched on 43 hectares on Webb Road, Kyabram in North Victoria (Romensky, 2015).

The future expansion plan of Camel Milk Victoria includes the target to achieve 50 female camels for milking by the

end of 2016. The idea of entering the niche market of Camel Milk within dairy industry in Australia hit Megan and

Chris during their stay on station where they realized how wild camels were running openly in Australia (Hudson,

2016). Before jumping into this business, Chris and Megan took a trainers course by local camel trainer Peter Hodge

in order to gain knowledge on how to handle camels. Since there is no requirement of obtaining dairy license for

milking camels, so Chris and Megan opted out for milking camels in 2016 (Romensky, 2015). In order to milk the

cows (female camels), Chris and Megan use portable milking machines.

PRODUCTS

CURRENT PRODUCTS

The company is offering wide variety of products at present which includes half and one litre bottles of camel milk,

150 grams Camel Milk soap, 10 grams perfumed Lip balms which are manufactured with natural oil extracts, 1.25 Kg

packs of Laundry powder manufactured using camel milk and attractive camel milk soaps in the shapes of camels

and teddies weighing 100 and 60 grams respectively (Camel Milk Victoria, 2016).

The prices of each product are given below:

Product Weight Price $

Camel milk Soap 150 Grams 10.25

Laundry Powder 1.25 Kilograms 24.95

Lip Balms 10 Grams 9.95

Camel Milk Soap 75 Grams 6.95

Camel Milk Soap (Camel Shaped) 100 Grams 14.25

Camel Milk Soap (Teddy Shaped) 60 Grams 13.45

Camel Milk 1 Litre 21.0

Camel Milk 500 ml 11.0

FUTURE PRODUCTS

However, Camel Milk Victoria is also trying to produce camel milk powder, camel milk chocolate, camel milk yogurt

and camel milk cheeses in addition to the above available products. The business is yet to be extended as Chris and

Megan are planning to develop a camel themed tourist park near Kyabram that will offer rides, milking showroom

and a whole new café inspired by camels and their history. The tourism farm will be stretched on 200 hectares and

is still in process up till end of 2017 (Hudson, 2016).

MISSION

The mission of Camel Milk Victoria is to provide healthier alternative to cow milk, goat milk and sheep milk. The

broad vision of Camel Milk Victoria is to facilitate consumption of Camel Milk in Australia for fighting with diabetes,

cancer, tuberculosis, stomach ulcers and autism.

VISION

Camel Milk Victoria’s future vision is to lead the Camel Milk industry in Australia by promoting camel milk as “super

food” and healthy drink with 30 percent less fat, 40 percent less lactose, high calcium and high levels of magnesium

content (Ribarich, 2016).

NUTRITIONAL CONTENT

The nutritional content in Camel Milk is shown in the table below. It can be seen that as compared to cow, goat,

sheep and human, Camel Milk has much lower content of fat and lactose. While protein content may vary but is still

more than goat and human milk. This shows that Camel Milk can be sold under claims of low fat and lactose content

(Bioasli Camel Milk, 2016).

Source: (Bioasli Camel Milk, 2016)

SITUATION ANALYSIS

MARKET SECTOR

There is an association of camel milk with the Australian dairy market. This dairy market offers wide variety of

products such as milk, cheese, butter, margarine and other products that are associated with dairy in general. The

retail value of Milk grew at around 2% in the year 2014 as compared to 4% in the year 2013 (Euromonitor, 2015).

This shows that there is a decline in the retail value growth rate of Milk. Due to the fact that the consumers situated

in Australia are in a habit of skipping the breakfast frequently, hence there is a sharp fall in the consumption of milk.

There is an expectation that the future consumption of milk will decline from 2% in 2015 to 1%. The camel milk is a

sort of a niche market which will cause a diversion of the prospects of sales of cow, sheep and goat milk in favor of

itself (Australian Feral Camel Management, 2015). This diversion will be caused because of the additional benefits

that the camel milk has. The dairy manufacturing sector of Australia is diverse and contains public as well as multi-

national companies. The industry is very concentrated at medium level as the largest share is held by Lion Pty Ltd at

21%, Murray Goulburn Cooperative Co Limited holds 14.5% and Fonterra Cooperative Group Limited holds 10.2%

(IBISWorld, 2013). Norco and Challenge are the other medium sized cooperation’s operating in dairy manufacturing.

The chart below shows the shares of dairy manufacturing industry held by each corporation.

Source: (IBISWorld, 2013)

SUPPLY CHAIN

The supply chain of Australian dairy industry starts with around 6,686 registered dairy farms out of which 68% are

registered in Victoria. The dairy farms in Australia are mostly family owned and produce fresh milk on daily basis.

98% of the drinking milk is produced by farms while 2% is produced by corporates (IBISWorld, 2013).

Source: (IBISWorld, 2013)

CAMEL MILK MARKET DEMOGRAPHY

The utilization of camels for the purpose of production of milk and dairy in the Australian dry land represents

possibilities of major development in the camel milk industry. Australia is one of the blessed countries in the west

which has an abundant supply of camels, hence, it can capitalize the market of camel milk to a great extent. The

country has an estimated supply of 300,000 feral camels in Australian desert (Helbig, 2016). This is a huge number

which needs to be tapped in for milk with the help of technologically advanced research facilities used for the

purpose of refinement as well as pasteurization of the camel milk. The Australian Camel industry is on the verge of

expansion since the past 20 years but the country has yet to see any improvement in its growth (Dowdell, 2016).

According to the report published by the BBC in 2013, approximately 7.5 lakh camels are roaming in the country

(Martin, 2014).

There are approximately 100 milking camels in Australia as compared to 1.65 million dairy cows. More than 50% of

the feral camels in Australia are present in arid regions of Western Australia, Queensland, South Australia and

Norther Territory (Vertebrate Pests Committee, 2010). The percentage of feral camels in Australia by region is given

in the table below:

Source: (Vertebrate Pests Committee, 2010)

CAMEL MILK DEMAND ANALYSIS

Camel milk is attraction number of people at global level due to two main attractions of consuming it. Firstly, camel

milk act as a natural pharmacy and secondly it helps in fighting with human health’s challenges like super bug,

allergies and other leading diseases (Clean Skin Camels, 2016). The international demand for camel milk has

increased to 7,000 liters and pose an opportunity for Camel Milk Victoria to cater increasing demand for camel milk.

Camel Milk Industry in Australia is at better position than the camel milk market in Dubai as Australia is the only

western country with much access to wild camels that are disease free. According to Martin (2014) there are over

200 million potential milk consumers across the globe and the industry can stand at $10 billion in near future.

There is a rise in the demand for camel milk in the country which is opening new horizons for the milk products as

signified by the Australian Camel Dairies (2014). This means that there is an opening for a new niche market that can

prove profitable. In the past, the camel milk has been disapproved by the Australian health department as they

claimed that as one cannot pasteurize camel milk, there is a chance that the milk would contain a lot of bacteria.

This situation changed rapidly in 2014, when the health department started issuing licenses to the camel milk

producers because of the new technologies that were introduced in the industry that assisted in pasteurizing the

camel milk (Martin, 2014). The pasteurized milk opened new horizons for the camel dairies as the sale of milk for

human consumption increased manifold.

The camel milk demand in Australia is rising with passing time. There is such high demand for camel milk in Australia

that during November, 2014, it was being resold at $200 liter on Gumtree (Kakar, 2015). The rise in Camel Milk

demand is due to its invaluable role in fighting with diseases like diabetes, autism and cancer. Some of the challenges

that the camel milk market demand faced included fluctuations in government legislation and cost of starting a

camel milk dairy.

COMPETITION

Due to increasing demand in Australia for Camel Milk, more and more players are entering in the industry. There are

few of the very well established camel milk dairies operating in Queensland, Western Australia and Northern

Territory. However, with future expansion plans Camel Milk Victoria is predicted to grow at faster pace. Moreover,

it holds the title of the first licensed camel milk production house in the state (Long, 2015).

COMPETITORS

Name Location Owners Information

Humpalicious Port Germein, South Australia

Roger and Warwick South Australian first operational camel milk dairy farm. It was established in 2013 and currently have 60 camels that are mustered and milked (Humpalicious, 2016).

Clarendon Dairy Northwest of Brisbane Hannah Purss and Evan Casey

First commercial scale dairy set up in 2015 and has 33 camels brought up from South Australia. The aim is to build 850 herd camel milk dairy which would be largest in Australia (Helbig, 2016).

QCamel Caloundra district, Sunshine Coast

Peter and Lauren Brisbane.

Second camel dairy nationwide and first dairy farm in Queensland, East Coast of Australia. There are 30 camels while six cows are milked daily resulting in 150 liters of camel milk (QCamel, 2016).

Australian Camel Dairies Perth Hills, Western Australia

Steve Geppert First Commercial camel dairy farm in Perth Hills, Western Australia with 30 camels in herd producing 5 liters milk each day (Martin, 2014).

Calamunda Camel Farm Paulls Valley, Western Australia

Chris O’Harra and Gilad Berman

30 Arabian Camels are milked daily (Martin, 2014)

SWOT:

STRENGTHS:

The milk of camel is considered as a healthier alternative when it comes to cow milk.

It contains very low fat and calcium, Vitamin C, iron and potassium content is high in the camel milk

(Australian Feral Camel Management, 2015).

The camel milk can be consumed regularly by individuals who are lactose intolerant (Martin, 2014).

The yield of milk produced from one camel can easily reach up to 20 litres on daily basis provided that there

is a proper use of machinery (Romensky, 2015).

The camels have the tendency to be completely at ease during the process of milking and can be easily

domesticated (Brisbane, 2009).

There is a lot of training manuals and health documentations that are available to capture as well as handle

camels.

There has been an agreement on the behalf of commonwealth in order to initiate research regarding the

camel milk dairies.

CACIA officers have been associated with the development of camel products.

WEAKNESSES:

The people generally lack awareness of the benefits of camel milk because of which its demand has not

been able to exceed cow milk demand (Clean Skin Camels, 2016).

The consumers of milk have developed the taste for cow milk and the salty taste of camel milk might not

prove tasty for them (Romensky, 2015).

If the camel milk is not pasteurized, there is a lot of bacteria present in the milk which is medically proven

to be unhealthy (Martin, 2014).

There is untargeted and inefficient promotion of the camel milk while aiming towards the camel milk

consumers.

OPPORTUNITIES:

The awareness of camels being major providers of milk is growing.

The shift of the consumers towards healthier options of food with low fats and high calcium contents is

making the demand of camel milk on a rise (Swinburn, et al., 2010).

The diseases related to heart and blood sugar has opened the opportunity for the industry associated with

camel milk.

Milk from camels can be considered as a kitchen item that is used on regular basis and has a lot of health

benefits as compared to cow’s milk.

THREATS:

Around 25% of the camels have died since the past decade. Respiratory camel disease has been a major

factor in the high fatality rate of camels (SMEDA, 2015).

If there is an increase in the demand for camel milk, there can be major supply side hurdle as a large portion

of camels are living in Western Australia (Aboriginal Central Land Council).

The consumer’s confidence can be shattered because of the large proportion of bacteria that is present in

the camel milk. This may lead to a loss in the market share.

The milk from the camel is unable to compete with the already established market of cow and goat milk.

The financial support from RIRDC and departments associated with the state government vary to a large

extent (RIRDC, 2011).

SALES STRATEGIES

Several strategies can be used to sell and promote camel milk consumption out of which few are discussed below:

Celebrity endorsement especially with sportsmen will increase the awareness about Camel Milk benefits.

Associating Camel Milk Victoria with doctors and medical professionals who can recommend camel milk to

the patients of diabetes, autism and heart diseases. The bottles will be stored in pharmacies of leading

hospitals and clinics.

The sale strategies will evolve around building awareness about the positive characteristics of camel milk

consumption through published articles, sales and advertisements. However, in order to make a successful sales

strategy includes setting of target market, unique selling proposition and positioning statement (Brassington &

Pettitt, 2005).

TARGET MARKET

Target market for Camel Milk Victoria is:

Lactose intolerant children

Cancer, autism, diabetes and heart patients

People who like to reduce weight

UNIQUE SELLING PROPOSITION

The unique selling proposition for Camel Milk Victoria is “pharmaceutical value” and low fat content. It has many

health related benefits as it acts as a shield against heart diseases, diabetes, autism and typhoid.

POSITIONING STATEMENT

The positioning of Camel Milk Victoria will be based on the purpose of creating perception that camel milk

consumption is healthy and can reduce the health related problems including obesity, cardiovascular and diabetes.

SALES PRICING STRATEGY

The current pricing strategy followed by Camel Milk Victoria is price penetration where a slight lower price is offered

per 1L Camel Milk. In other areas of Australia, Camel Milk is also sold at $31 per liter due to its complex milking,

cleaning and bottling processing (Helbig, 2016). The raw camel milk is not suitable for human consumption and thus

is needed to be pasteurized and cleaned before offering in market. Moreover, the price of camel milk is expected to

fall in future because of increasing number of farmers offering homogeneous camel milk.

FUTURE SALES EXPECTATION

It is expected that the domestic as well as international demand for camel milk will rise shortly as currently there

are 7,000 liters demanded by foreign clients already (Martin, 2014). The Camel Milk Australia is expecting a rise in

future demand and has already decided to expand its herd to 300 camels and offer more camel milk products.

Increased herd will allow production of 20 liters of milk per camel and touch 600 liters of camel milk. The milk then

will be packaged in glass bottles and marketed at Wesfarmers, Costco, IGA, Coles and Aldi.

THREE LEVELS OF CAMEL MILK

CORE:

It is explained as a main function that is fulfilled by the generic product. The product offered as a core by the Camel

Milk Australia is the main component of a healthy diet when it comes to the protection of bones and their

development (Jain & Jain, 2012).

ACTUAL PRODUCT:

It is all about designing as well as tangibility associated with the product. It constitutes the name of the brand and

product packaging and designing (Jain & Jain, 2012). The actual product in the scenario is the brand known as Cow

Milk Victoria, which is a bottle of glass used as packaging of the pasteurized camel milk. There are two sizes of the

bottle i.e. 0.5 and 1 litres.

Core: Bones Protection,Healthy Living and DietControl

Actual Product: CamelMilk Victoria, GlassBottle of 500ml and 1L& Pasteurized CamelMilk

Augmented: Free delivery at door step

AUGMENTED PRODUCT:

They are the services that are offered by the product in addition to the product itself (Jain & Jain, 2012). A free home

delivery of Camel Milk Victoria can be a true example of the augmented product.

MARKETING OBJECTIVES AND STRATEGIES

PROMOTION OBJECTIVES

The marketing promotion objectives of Camel Milk Victoria will be:

Increasing awareness about health benefits of Camel Milk.

Providing information on nutritional values of Camel Milk.

Identifying market knowledge of Camel Milk.

Differentiating Camel Milk on basis of its low lactose values and fat content by increasing awareness.

Ensuring fresh delivery of milk from farm to the supermarket shelves.

Packaging camel milk in environmental friendly glass bottles that can be recycled.

Ensuring highest standard of customer satisfaction.

Connecting with targeted customers.

PROMOTION STRATEGIES

The market promotional strategies are influenced by product life cycle. The product life cycle contains four major

stages including introductory stage, growth stage, and maturity stage and declining stage (Dibb & Simkin, 2008).

Each stage has different kinds of promotional and marketing strategies.

In introductory stage, a promotional campaign should focus on increasing awareness through informative

advertisement campaigns. Camel milk Victoria can push itself into growth stage after building its brand name and

customer loyalty at which persuasive advertisement is used. In maturity stage reminder advertisement helps in

reminding consumers about the product being offered (Dibb & Simkin, 2008). Following tools can be used by Camel

Milk Victoria to increase its awareness in the market:

Celebrity endorsement will act as a prime tool for promoting Camel Milk consumption. Various cricketers

like Adam Gilchrist, Ricky Ponting and Bret Lee will be contacted for promoting the consumption of camel

milk for healthier lifestyle.

Advertisements and educational articles in health magazines where customers can make aware of how

Camel Milk can give them benefits and improve the living lifestyle.

Television adverts of 1 to 2 minutes can be played during morning shows and seasons for highlighting the

benefits associated with consumption of Camel Milk.

Nutritionists and Gynecologists can be contacted for referring Camel Milk Victoria to their customers for

lactose intolerant babies, obese people, cancer patients, diabetics and autism patients.

Billboards and flyers can be distributed through stalls installed in big supermarkets like IGA and Aldi etc.

Social media advertisement can also be used for promoting the healthy consumption of Camel Milk.

Facebook page and Twitter Account can post different medical reports and nutritional information about

the Camel Milk so that most of the young generation can understand the benefits of healthier lifestyle.

MEDIA BUDGET ANALYSIS

Camel Milk Victoria has allocated $100,000 for promotions and advertisement of Camel milk.

Tools Percentage Budget

Magazine Advertisement 10% $10,000

Television and Radio 10% $10,000

Facebook Advertisement 5% $5,000

Twitter Advertisement 5% $5,000

Celebrity Endorsement 50% $50,000

Billboards and Flyer 20% $20,000

Total Budget 100% $100,000

CONCLUSION

The marketing plan above of Camel Milk Victoria is developed for helping the company in promoting and improving

availability of its products. A strong advertisement and promotional campaign can help Camel Milk Victoria in

providing its targeted market with knowledge about Camel Milk and its benefits and can inform about where the

products are available. By utilizing the above marketing tools, Camel Milk Victoria can improve its sales and

appearance in the market.

The result of the detailed analysis above indicates that there is strong demand of Camel Milk globally as well as in

Australia due to which several dairy farms are opening with aim to provide Australians with opportunity to live a

healthy life. By using the marketing mix and environmental scanning, Camel Milk Victoria can lead the milk industry

in short time period.

REFERENCES

Australian Feral Camel Management, 2015. Australian Feral Camel Management Project. [Online]

Available at: http://www.nintione.com.au/resource/AustralianFeralCamelManagementProject_FAQ.pdf

[Accessed 2 October 2016].

Bioasli Camel Milk, 2016. Camel Milk Composition. [Online]

Available at: http://www.bio-asli.com/kopisusuunta/e_kopisusuunta/e_camelmilkcomposition.asp


Brassington, F. & Pettitt, S., 2005. Principles of Marketing. s.l.:F. T. Prentice Hall.

Brisbane, L., 2009. Pre Feasibility Study: Camels in Queensland. [Online]

Available at: http://australiancamelindustry.com.au/cjamel/images/pdfs/camelgrazing/Camels.in.Queensland.Pre-

feasibility.Study.2009.pdf


Camel Milk Victoria, 2016. Products. [Online]

Available at: http://camelmilkvictoria.com.au/index.php/order-online


Clean Skin Camels, 2016. AUSTRALIAN CAMELS. [Online]

Available at: http://www.cleanskincamels.com.au/australian-camels


Dibb, S. & Simkin, L., 2008. Marketing Planning: A Workbook for Marketing Managers. The University of Michigan:

Cengage Learning.

Dowdell, A., 2016. Demand is high for milk from South Australia’s first camel dairy. [Online]


Euromonitor, 2015. Dairy in Australia. [Online]

Available at: http://www.euromonitor.com/dairy-in-australia/report


Helbig, K., 2016. Clarendon dairy could soon be Australia’s largest. [Online]

Available at: http://www.couriermail.com.au/news/queensland/clarendon-camel-milk-dairy-could-soon-be-

australias-largest/news-story/6877af100f836f93fffac4870a285545


Hudson, S., 2016. Camel Milk Victoria the only licensed camel milk dairy in Victoria. [Online]

Available at: http://www.weeklytimesnow.com.au/agribusiness/farm-magazine/camel-milk-victoria-the-only-

licensed-camel-milk-dairy-in-victoria/news-story/d6af6d3ac6d6c8ddce0318cc5a5afb2d


Humpalicious, 2016. About Us. [Online]

Available at: http://www.humpalicious.com/about


IBISWorld, 2013. Dairy Produce Wholesaling in Australia. [Online]

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Long, W., 2015. Camel milk demand sparks interest in Shepparton camel auction. [Online]

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auction/6498760


Martin, L., 2014. Milking it: Camel farm taps new market with dairy offering. [Online]

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Romensky, L., 2015. 'White gold' found in Kyabram. [Online]

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Swinburn, B., Caterson, I., Seidell, J. & James, W., 2010. Diet, nutrition and the prevention of excess weight gain

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CAMEL MILK VICTORIAassignmentstudio.net/.../03/Camel-Milk-Victoria-Marketing-Analysis.pdf · MARKETING OBJECTIVES AND STRATEGIES ... 1.25 Kg packs of Laundry ... margarine and other