Effective Marketing Strategy for Cashew in Australian Market

Running head: FOOD MARKETING
Food marketing
Name of the student:
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1FOOD MARKETING
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.

2FOOD MARKETING
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

3FOOD MARKETING
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