Effective Marketing Strategy for Cashew in Australian Market

This paper discusses the analysis of marketing strategy for cashew, one of the famous plant-based food products in Australia. It includes market segmentation, consumer decision-making process, product, price, promotion, branding, and point of scale. The paper highlights the importance of targeting elderly people and children due to the rich nutritional value of cashew. Premium pricing strategy and proper branding are also discussed.

Running head: FOOD MARKETING
Food marketing
Name of the student:
Name of the university:
Author note:

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Executive Summary
This paper puts forth the analysis of marketing strategy in the context of cashew, which is one of
the famous plant based food products in Australia. Amplified awareness among the customers
towards following effective diet and thereby stay fit and healthy is one of the most significant
factor to modify the entire food industry of Australia. As cashew is the greatest plant based food
product with rich nutritional value, it is imperative to promote this product properly in the
Australian market to generate interest among the customers. As the rate of high blood pressure
and thereby heart disease is extremely high in Australia, it is imperative to target the elderly
people as they are more vulnerable towards such disease. As this is a greatest source of vitamins,
children can also be targeted as consumption of cashew can help in protecting their health and
well-being. The climate along with nature of soil are needed to be analyzed for the plantation of
cashew seeds. Premium pricing strategy should also be followed for keeping the customers
satisfied by providing products to them in a cost effective manner.

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Table of Contents
Introduction:....................................................................................................................................3
Analysis of the industry and product:..............................................................................................3
Market segmentation:..................................................................................................................4
Analyzing consumer decision making process:...........................................................................5
Marketing strategy:..........................................................................................................................6
Product and price:........................................................................................................................6
Branding and positioning of the product:....................................................................................7
Point of scale:..................................................................................................................................8
Conclusion:......................................................................................................................................9
Reference List:...............................................................................................................................10

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Introduction:
As the competition in the market is increasing in a drastic manner, it is imperative put
stress in the implementation of effective marketing strategy which can have a firm impact on
strengthening the position of a company in the market. This is the way, through which strong
relationship with the customers can be maintained by generating positive perception among
them. According to the discussion of Solomon et al. (2014) increased awareness and education
among the customers are playing a pivotal role in the way of modifying the contemporary food
industry of Australia. The demand of high quality and nutritious food products is increasing in a
rapid manner. Australia is one of the most significant nations around the world, which is being
considered as the largest plant-based food products (Australian Organic Food Directory. 2018).
This paper focuses on effective marketing strategy of plant-based food products. Cashew
has been chosen as the product. Detailed analysis of the Australian food industry along with the
product will be made. This paper will also shade light on the consumer behavior along with the
role, played by consumer decision making process. The way, through which the product can be
positioned in the market will be highlighted. Both marketing mix and point of scale strategy in
the context of Cashew will be discussed at the last portion of the paper.
Analysis of the industry and product:
The contemporary food industry of Australia is changing in a fastest rate due to the
changing demand of the customers. The customers are becoming much more health conscious in
recent times. The inclusion of trendy diet in the conventional lifestyle is leading the people to be
choosier while consuming food. It has been reported that Australia is the third fastest growing
nations across the globe, where the rate of consuming plant based food products is considerably

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high (SBS News. 2018). The customers are becoming more inclined towards consuming healthy
and nutritious food free from sugar and any kind of preservatives. Researchers are showing that
there are more than 2 millions of people, aged in between 18 are becoming more inclined
towards following meat-free diet. Baker (2014) commented that food ethics, sustainability and
improved health consciousness are the driving forces, leading the people to follow a plant- based
diet.
As the plants are rich source of nutrients that are highly required for promoting health
and well-being. This is the reason, for which Australians are showing interest in consuming plant
based food. As cashews are the largest source of high quality of nutrients, consumption of rate of
this product is also very high. Australia is one of the largest scale cashew growers, which are
aiming to amplify their plantation in order to attain success. It has been reported that cashew
plant in Australia hold almost 1,030 hectare property in North Queensland (ABC News. 2018).
Market segmentation:
Market segmentation is defined as the process of segmenting the market in accordance
with the needs and requirements of the customers. Hansen et al. (2017) shaded light on the fact
that age, socio-economic background and level of education among the customers play a
significant role in the appropriate segmentation of the customer. One of the greatest forces,
which drive the companies to implement effective market segmentation strategy is the behavior
of the customers. Increased trend among the customers towards consuming healthy food
products is acting as a driving force behind such sustainable development of cashew industry. As
discussed by Hartline and Ferrell (2014) the latest trend to have healthy and nutritious food
products is driving the customers to consume more number of customers due to its rich

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nutritional value. Therefore, it is imperative to segment the Australian market in accordance with
the requirements of the customers.
Australian cashew industry has mainly targeted that group of customer who are extremely
focused towards consuming healthy and nutritious products. Wensley (2016) shaded light on the
fact that this segment of market generally involves those group of customers, who are extremely
committed towards consuming those products that have rich nutritional value. It is important to
note in this context that, as cashew is rich with proteins and vitamins, this group of customers
has been targeted. This is one of the lowest fiber nuts, rich with additional vitamins and minerals.
Cashew plays a significant role in protecting the heart from any kind of harmful diseases by
lowering the level of blood pressure. As the elderly people aged in between 55 to 69 are much
more vulnerable towards heart disease, this group of people is to be targeted in order to promote
cashews in the market. Zeriti et al. (2014) put stress on the fact that with the assistance of
effective market segmentation strategy, competitive advantage can be attained, which is very
much needed to strengthen the position of a company in the market.
Geographic Demographic Behavioral Psychographic
Urban regions of
Australia
 Elderly
people aged in
between 55-
69
 Children
 Increased
health
awareness
 Rich
nutritional
content of
cashews
 Social trend
of following
appropriate
diet
 Trend towards
accessing
plat-based

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 Availability
of information
regarding the
benefits of
cashews.
food.
Table 1: Market Segmentation of Cashews
(Source: ABC News. 2018)
Analyzing consumer decision making process:
Consumer decision making process is defined as the mode, through which the customers
explore their fundamental requirements and gather valuable information regarding a products,
which are the key in the making of purchasing decision. Culture, social value along with the
group are some of the most important factor that drive consumer decision making process.
According to according to Sacks et al. (2015) it is the general tendency among the customers to
perceive the voluble information regarding a product before making their purchasing decision.
Prompt emergence of internet and technology is making it easy for the customers to get valuable
data about the product. Detailed information regarding the cashew industry of Australia is
available online. This is supporting the customers to learn about the features of cashew. Such
detailed information is playing a significant role in encouraging the customers to buy the
product.

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Figure 1: Consumer decision making process of cashews
(Source: Australian Organic Food Directory. 2018)
The inclusion of this process play a pivotal role in keeping the customers more attracted towards
the products. For instance, taste of a product is a major factor in making it more lucrative among
the customers. Lucrative taste of the cashews is one of the most significant factors, driving wide
range of customers to make their buying decision. This is the way, through which the brand
identity of cashews is also being strengthened, which can have a firm impact on keeping the
customers inclined towards a product. In addition to that, Atkins and Bowler (2016) highlighted
the fact that rich nutritional value of cashew is also a vital factor in driving the interest of the
customers. Factors such as protein, mineral, iron, sodium and carbohydrate have made the
product to be a great source of nutrients. This is the reason, for which customers are becoming
more inclined towards cashews.
Main food value of cashews
Significance of consuming plant-based food
Identifying
the problem
Accessing information regarding cashews
Accessing recommendations from others
Information
search
Gaining knowledge about other type of nuts
Evaluation of
alternatives
Changing belief that cashews are the major
plant-based food products, acting as a major
source of nutrients
Purchasing
decision

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Marketing strategy:
Marketing strategy comprises of all the goals and objective of an organization related to
marketing along with a comprehensive business plan to compete all the marketing based activity
in a compressive manner. This is the way, through which the position of a company in the
market can also be amplified. Marketing strategy of cashew nuts is discussed below.
Product:
The quality of product along with pocket friendly price are two of the most significant
factors in catching the attention of the customers. This is the mode of keeping the customers
happy and satisfied. Jenkin et al. (2014) opined that intense consciousness towards health is
acting as a driving force behind reshaping the food industry of Australia. As product is one of the
most significant factors of Australia, it is imperative to produce the product in an appropriate
manner. There are multiple type of soils that can be used in order to produce cashews. However,
well-drained and deep and friable soils is best for strengthening the root system. In addition,
deep salt and red latosols are being considered as the ideal factor for the development of cashew
seeds. There are multiple ways, through which the production of cashew seeds can be initiated.
Self-pollination and open pollination are two of the most effective ways, through which
the cashew can be produced in an effective manner. Proper method of fertilizing is needed to be
implemented for the appropriate production of cashew seeds. As discussed by McDonald and
Wilson (2016) the condition of soil along with the climate are also a very vital factor in
determining the stage of development of cashew seeds. As Queensland is the greatest source of
cashew production, it is imperative to execute mango-fertilizing schedule in order to attain
sustainable growth of the corp.

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Place:
Product positioning and branding are the critical factors in driving the attention of the
customers. As the health related awareness among the customers is increasing in a rapid manner,
cashews are gaining much admiration in recent times. Equipped with rich vitamin and minerals,
this is the one of the major sources of preventing heart diseases. Fill and Turnbull (2016) stated
that there lies the way, through which cashews can be placed in the market. The rate of high
blood pressure and heart diseases are considerably high in Australia. This rate of significantly
high among the people aged in between 55 to 69. Therefore, Cashews can be placed in this group
of people. Bendle et al. (2016) stressed on the ground that As this is a greatest source of rich
proteins and nutrients, Cashews can also be placed among children. This is the way, through
which a much number of customers can be attained.
Price:
Price of a product is also a critical factor in attracting a vast range of customers. Thus, it
is imperative for the Australian cashew industry to follow premium pricing strategy for the sake
of setting price as per the affordability of the target market.
Promotion:
Appropriate packaging of the product also plays a major role in catching the attention of
the customers. According to Kumar (2016) the containers of Cashews are equipped with
lucrative image along with its nutritional value, which help the customers to make their
purchasing decision. The product can be promoted in different healthy campaigns along with diet
management session.

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Branding of the product:
Key factor of the brand
 Rich nutritional value of cashews
 Health awareness among the people
Main targeted customer
 Elderly people aged in between 55-69
 Children
Time frame of the brand
 Cashews are a major part of breakfast
 This can also be used as evening
snacks
A brand against whom
 Other type of nuts like almonds
Table 2: Brand positioning of cashews
(Source: Atkins and Bowler 2016)

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Brand positioning:
Figure 2: Brand positioning of cashews
(Source: Author)
Proper branding of product plays a significant role in engaging a vast range of customers
and thereby increasing rate of profitability. This is the key of gaining competitive advantage,
which is very much needed to strengthen its public image.
Point of scale:
The ongoing trend among customers towards purchasing a product is the major factor
towards promoting it in an appropriate manner. There lies the significance of point of scale.

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McDonald and Wilson (2016) observed that point of scale, in its simplest form can also be
considered as point of purchase, is regarded as the situation, place along with a time, when a
transaction in the retail sector is being made. Behavior of the customers play a significant role in
exploring the durability of point of scale. Therefore, it is imperative to generate positive behavior
among the customers for the sake of attaining higher rate at point of scale. As the customers are
becoming more inclined towards eating healthy and nutritious food, it is imperative to offer them
with high quality of food. This is the key of protecting their health and well-being and thus keep
them inclined towards Cashews. The customers must also be informed regularly regarding the
nutritional content of Cashews, which can help them to take prompt purchasing decision. This is
the way, through which brand loyalty can also be strengthened (Hansen et al. 2017). As salt is
extremely dangerous for high blood pressure, it is imperative to avoid salt while packaging
Cashews.
Conclusion:
From the above discussion, it can be concluded by saying that implementation of
appropriate marketing strategy is very much needed in order to promote a product in the market
and thus catch the attention of the customers. As the majority of Australian population is
showing their concern towards consuming plant based food in order to protect their health and
well-being. Cashew is one of the famous plant based food, being consumed by wide range of
customers. Integrated with rich vitamins and minerals, Cashew is equipped heavily with rich
nutritional content. In order to promote the product properly in the market, initially market
segmentation is needed to be carried out. This is the great food for lowering blood pressure level.
As the rate of heart disease is significantly high among the people, aged in between 55-69, it is

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imperative to target this range of people. Appropriate pricing strategy is also be implemented for
catching the attention of the customers.

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Reference List:
ABC News. 2018. Is there cash in cashews? [online] Available at:
http://www.abc.net.au/news/2011-03-18/is-there-cash-in-cashews/2653046 [Accessed 3 Oct.
2018].
Atkins, P. and Bowler, I., 2016. Food in society: economy, culture, geography. Routledge.
Australian Organic Food Directory. 2018. Plant Based Brands. [online] Available at:
https://www.organicfooddirectory.com.au/directory/listing/plant-based-brands [Accessed 3 Oct.
2018].
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Bendle, N.T., Farris, P.W., Pfeifer, P.E. and Reibstein, D.J., 2016. Marketing metrics: The
manager's guide to measuring marketing performance. Pearson Education.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Hansen, J.M., McDonald, R.E. and Mitchell, R.K., 2017. Marketing Benchmarking, Triangulated
Isomorphism, and Firm Strategy. In Creating Marketing Magic and Innovative Future
Marketing Trends, 11(4), pp. 533-543.
Hartline, M.D. and Ferrell, O.C., 2014. Marketing Strategy: Text and Cases. CRC Press.
Jenkin, G., Madhvani, N., Signal, L. and Bowers, S., 2014. A systematic review of persuasive
marketing techniques to promote food to children on television. Obesity reviews, 15(4), pp.281-
293.

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Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing, 79(1), pp.1-9.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Sacks, G., Mialon, M., Vandevijvere, S., Trevena, H., Snowdon, W., Crino, M. and Swinburn,
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product (re) formulation in Australia, New Zealand and Fiji. Critical Public Health, 25(3),
pp.299-319.
SBS News. 2018. Vegan trend takes hold in Australia. [online] Available at:
https://www.sbs.com.au/news/vegan-trend-takes-hold-in-australia [Accessed 3 Oct. 2018].
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
behavior: Buying, having, and being (Vol. 10). London: Pearson.
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Zeriti, A., Robson, M.J., Spyropoulou, S. and Leonidou, C.N., 2014. Sustainable export
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