Arnotts Marketing Plan Assignment

511 words - 3 pages

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

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