Brand Management

Running Head: BRAND MANAGEMENT 0
BRAND MANAGEMENT
student name
4/17/2019

BRAND MANAGEMENT 1
Contents
Question 1: Point of difference........................................................................................................2
Question 2:.......................................................................................................................................3
Question 3........................................................................................................................................5
Question 4........................................................................................................................................7
References........................................................................................................................................8

BRAND MANAGEMENT 2
Question 1: Point of difference
Arnott’s Vita Weat cracker chips were the new launch of the company after two years, for which
the company has invested a huge amount. The reason was product differentiation, which would
create value to the customer over its competitors in Australia. The three major points of
difference for cracker chips include
 Unique Ingredients – The ingredients used for the preparation of these biscuits are unique
to its competitors. This includes corn, wholegrain brown rice, and seeds with no
preservatives or artificial colours. This is to provide products that would be healthy and
do not adversely affect an individual. This will be useful to target a health-conscious
customers segment. The people do not have to compromise for their cravings and enjoy a
healthy snack. Moreover, the product is not fried, they are roasted which do not harm the
individual’s health.
 Unique flavours – Along with its unique ingredient list, the different flavours are also
available. This is another aspect for differentiation for this product since the variety is
been available in some of the natural flavours like lime and coriander, sea salt, Cheddar
and Chives. This will attract customers due to modern foodie flavours (arnotts, 2019).
 Portion controlled packs – The company came up with unique packaging for people to
control per servings that is the portion-controlled packs. These cracker chips are
availability in a box of seven packs or in 120g share boxes (ausfoodnews, 2019). Now,
three packages are available that is 100g, 120 g, and 126g.