Marketing Plan for Arnott's Biscuits Limited

Running Head: Marketing Principles 0
Marketing Principles

Marketing Principles 1
Executive Summary
This report was commissioned to examine the marketing plan of Arnott’s Biscuit
Limited, which is an organization that manufactures biscuits in the Australian market from
the year 1865. It is Australian first choice biscuit brand, which occupies 60 percent market
share. With the marketing plan, it protects and enhances the reputation of Arnott’s corporate
brand. It also helps in retaining the existing customers and attracts the new customers. In this
report, a discussion has made to discuss the marketing objective, SWOT analysis, STP, and
Marketing Mix.

Marketing Principles 2
Table of Contents
Executive Summary...................................................................................................................1
Introduction of the report...........................................................................................................3
Background................................................................................................................................3
Marketing Plan Objective.......................................................................................................4
Swot Analysis.............................................................................................................................4
Marketing Mix...........................................................................................................................6
Segmentation, Targeting, and Positioning.................................................................................8
Conclusion..................................................................................................................................9

Marketing Principles 3
Introduction
Arnott's Biscuits Limited is Australia's largest manufacturer of biscuits and the
second-largest provider of snack food. It is located in Asia Pacific Regions such as Malaysia,
Singapore, New Zealand, Japan, and Indonesia. One of the company was invested was
Campbell Soup company and its iconic brands of the United States. Therefore, the Campbell
Soup company as identical with Arnotts Company selling the Nyam Nyam product with
various types of flavor such as Teddy Choco chips, Rice Crispy, Sugar rice, Choco berry,
Strawberry, and Chocolate (Corones, 2016). In this report, the discussion has been focussing
on a marketing plan and highlighting the target market along with several marketing
strategies utilized by the brand. The first part is the background of the company, which is
giving an overview of their products, market share, and sections of the regions, which they
are covering. The second part is the SWOT analysis that will analyze strength, weakness,
opportunities, and threats of the company. The third part is the Marketing Mix where the
report will discuss the 4Ps i.e. Product, Price, Place, and Promotion. The third part is STP
strategy, which examine the marketing to prioritize intentions and build engagement with
different audiences, which are enlightened for the smooth functioning of business
innovativeness (Jaeger, Axten, Wohlers & Sun‐Waterhouse, 2009).
Background
Arnott’s Biscuits Limited is an organization who is helping over a decade of years in
manufacturing biscuits as well as snacks in the Australian Market. The organization has
operated as a small bakery primarily in its home state in Hunter Street, North of Sydney as
well as New South Wales and Newcastle. They supply biscuits, bread, as well as pies in local
town people. They have manufacturing plants in Virginia, Queensland and Shepparton,
Victoria in which they manufacture only plain, cream, and savoury biscuits. It is a well-
known recognized brand in Australia and universally for manufacturing biscuits. Some of the
major products include Caramel Crown, Chocolate Dessert, Bush Biscuits, and Chocolate
Butternut Snap (Axten, Wohlers & Wegrzyn, 2008). In the 1960s, a sequence of acquisitions
and amalgamations in the Australian market resulted in the production of the Australian
Biscuit Company Ltd. It includes State-of-the-art manufacturing creates processes for the
same. It is conveyed over 40 countries as well as market share, profitability, and growth.
They also indulge in maintaining an environmental policy to satisfy its commitment to
operate a business in a method that esteems and protect the family. They also put efforts on