Case Study: Arnott's Emporio Marketing Strategy

Executive SummaryThe Australian cracker and crispbread foodstuff was worthy $245.4 million in June of 20031. With the Australian biscuit food market accounting for about $100million annually. Ar nonts Biscuits controls adjacent 56% of this market2. Where over the quondam(prenominal) few years, has seen to an increase in ingest of premium pure tone biscuits. The Emporio range of café style biscuits were number one base launched by Arnotts in January 2001 to meet this increase in demand for a higher(prenominal) quality biscuit to simulate the café life-style at home. By June 2003, the Emporio instigant of biscuits was expected to be worth over $10million dollars to the Arnotts corporation3. The by-line will aim to offer an analytic thinking of the Emporio Brand, set off the cigarette market on with the various selling strategies employ by the check. Target MarketOriginally the Emporio brand was marketed as a café choice range of gourmet biscuits, to be enjoyed on supererogatory occasions. The brand was laying a niche elegant market, to illustrate prestige and quality. The target audience included prosperous women over 30. However, the return was repositioned in the middle of 2003, with various campaigns to target a antithetical market. In order to successfully follow up these changes, a disdain mustiness first segment its market, in order to all the expression identify the demands of the potential customers.

sectionalization can occur do aspects of:Geographic locationThe selection of Emporios is forthcoming nation wide, with over 95% of supermarkets accepting the product4. However, circumstance assistance is paid to situation regions, such(prenominal) as highly populated metropolitan areas, where the range and measuring stand by of products are greater. DemographyThe targeted age has not differed from the original positioning of the product, however, particular attention is given to run males, as well as maintaining the strong relation with women. This is achieved via adapting and introducing fresh lines. Emporio remain... If you want to get a full essay, order it on our website: Ordercustompaper.com

If you want to get a full essay, wisit our page: write my paper