Marketing Plan for Arnott's Virgin Espresso Flavoured Biscuits

Running head: FOOD MARKETING
FOOD MARKETING
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1FOOD MARKETING
Executive Summary
The growth of alcohol-flavoured food provides an opportunity for the potential of the drinks and
food industry globally. It expands the spectrum of choices available to the food manufacturers of
which there can be witnessed a constant pressure in developed market such as Australia. This
newly launched product can establish bonds of dedication and loyalty with customers and can
further augment the sales growth. Liqueur best biscuits circumvent most exciting alcohol
marketing regulations, thus it is anticipated that the growth in this newly flavoured product line
would enhance the food preference of consumers in the future. The paper provided marketing
plan of Arnott's in launching new product line of Virgin Espresso Flavoured Biscuits in
order to attain a greater marketing position in the Australian food market through certain
marketing theory and marketing plans.

2FOOD MARKETING
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Brief background to Arnott’s Ltd and Virgin Espresso Flavoured Biscuits................................3
Market Segmentation...................................................................................................................3
Explaining Consumer Decision Making Process of Arnott’s Virgin Espresso Flavoured
Biscuits........................................................................................................................................4
Brand Positioning Arnott’s New Product range..........................................................................5
Marketing Activities....................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

3FOOD MARKETING
Introduction
Food markets typically involve the generalized marketing strategies and approaches,
which are implemented in the marketing of other types of products and services. In the domain
of food marketing, factors such as branding, targeting, market entry and consumer research are
essentially relevant (Scott 2015). The following report evaluates the marketing segmentation of
Arnott’s Ltd and further develops a marketing strategy for Virgin Espresso Flavoured Biscuits, a
product of Arnott’s Ltd in Australia.
Discussion
Brief background to Arnott’s Ltd and Virgin Espresso Flavoured Biscuits
Arnott’s Ltd is identified as the leading Australian manufacturer of biscuits and cookies,
which have been marketed under the trademark of Arnott’s. The company further commands
over 70% of the Australian market and publicizes that its product range are present in over 95%
of all Australian homes (Arnott's Australia 2018). The company has been renowned for produce
wide range of biscuits ranging such company-selected categories as plain biscuits, creams, fruits
and chocolates. Arnott’s sustains largely emphasized on the Australian market, whereby Arnott’s
has further facilitated its parent Campbell Soup Company in order to attain a foothold in the Asia
Pacific region (Arnott's Australia 2018). Arnott’s recently released a range of biscuits called Tim
Tam Virgin Espresso Martini which is a rich, self-indulgent combination of real roasted espresso
mixed with coffee as well as liqueur flavours and gently coated in Arnott’s prominent and most
loved mix of semi-dark chocolate (Arnott's Australia 2018).