Arnott's Biscuits Limited
Parent Company
Campbell Soup Company (Campbell's)
Category
Food Products
Sector
Food and Beverages
Tagline/ Slogan
There is no substitute for quality
USP
Health and wellbeing of consumer is primary.
STP
Segment
Health and quality conscious consumers
Target Group
Middle and upper class, with prime focus on children under 12
Positioning
Committed to the health of Australians
SWOT Analysis
Strength
1. Over decades of experience in the biscuit industry 2. Variety of biscuits to choose from 3. One of the largest in the food and beverages sector in Asia 4. State-of-the-art manufacturing makes its operations good
5. Long arm on parent company - Campbell's
6. Notable brands such as Tim Tams, Vita-Weat, Salada and Cruskits
7. Shipped to over 40 countries and has a good market share
Weakness
1. Uses locally purchased Australian Ingredients 2. Very small market share outside Australia
3. A number of expensive products available in the market
Opportunity
1. Expand foot print in all countries currently present 2. Can increase fortified products 3. Can easily expand to the cereal and breakfast segment
4. Cookies is another category to enter
Threats
1. Strong competition from Kraft in all the markets where Arnott's is present 2. Entry of international companies such as Kraft Vs local manufacturer
3. May be replaced by less expensive products
Competition
Competitors
1. Kraft Foods Ltd 2. Goodman Fielder Ltd 3. Griffins Foods Ltd
http://www.mbaskool.com/brandguide/food-and-beverages/9024-arnotts-biscuits-limited.html