Marketing Plan for Cereal Biscuit Sandwich

This marketing plan focuses on Hunter Foods' Cereal Biscuit Sandwich, targeting fitness enthusiasts in Australia. The plan includes a SWOT analysis, competitive advantage, marketing objectives, and target market characteristics.

Discovering Marketing
Marketing Plan
Tutor
Tutorial Time
Team Name (if any):
Student Name Student ID Section Responsible
(1)
(2)
(3)
(4)
(5)
(6)
(Marked on creativity, practicality and ability to justify statements and
propositions)
Marking Guide Marks
Executive Summary
Purpose
SWOT
Recommendations
Problems
Writing Style
/5
Introduction
Purpose
Background/ overview
Relevance
Writing Style
/3
Analysis and Evaluation (SWOT Analysis)
Strengths
Weaknesses
Opportunities
Threats
Research (facts, figures, insights etc.)
/15
Competitive Advantage and Positioning &
Marketing Objectives
Rationale behind choice of competitive advantage (Use
of SWOT)
Marketing Objectives are: Specific, Measurable,
Achievable, Realistic and Time Specific
/6

Target Market
Application of Marketing Concepts
Target Market Characteristics (Rationale behind choice)
Research (facts, figures, insights etc.)
/10
Product Strategy
Application of Marketing Concepts
Research
/10
Product Idea
Innovative and creative
Design
Relevance to Target Market
/8
Pricing Strategy
Strategies
Application of Marketing Concepts
Research (facts, figures, insights etc.)
Innovative and creative
/10
Place Strategy
Strategies
Application of Marketing Concepts
Research (facts, figures, insights etc.)
Innovative and creative
/10
Promotion Strategy
Strategies
Application of Marketing Concepts
Research (facts, figures, insights etc.)
/8
Brochure
Innovative and creative
Design (presentation)
Relevance to Target Market
/5
Conclusion & Potential Problem Evaluation
Possible problems
Overcoming problems
Summary – final remarks
/5
References, formatting and presentation of report
Referencing (at least 5 academic references)
Formatting and Overall Presentation
/5
Total /100
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Executive Summary
Hunter foods are one of the most highly recognised packaged food suppliers in Dubai. They
have presence worldwide. They aim to enter the Australian market by targeting the fitness
enthusiasts of the Australia as it has been identified that the portion of the population is
rising. Thus, the company created the “Cereal biscuit sandwich” that is created with pure
organic and quality raw materials. The competition has identified as one of the biggest threats
to the initiatives of the company. However, an effective promotional tactic including
advertisement of magazines, creating hashtags on social media and sales promotional
activities such as sampling can help mitigating the issue. Niche pricing is applied by the
company in selling their product and the price is strategically placed between that of Oreos,
Tim Tams and Protein bars. Furthermore, the company is contributing to the sustainability of
the environment by spreading awareness for the importance of recycling the wastes. Thus, it
can be opined that the company are perfectly aligned to gain competitive advantage in the
market.
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Introduction
Hunter Foods has been recognised as leading packaged food supplier in Dubai who
also operate in Australia. The company have been recognised for the healthy variants of food
that they supply to the consumers. The aim of the company is to supply healthy substitutes of
various delicious snacks to the Australian and their global consumer base. The aim of the
report is to present a marketing plan that will be aimed at promoting and increasing the sales
of a newly created healthy snack. The snack that has been created resembles the famous
Australian export, the Tim Tams. The product is a chocolate flavoured peanut butter biscuit
sandwich and the biscuits are made of lentils and assorted cereals. The global affinity towards
the Tim Tams have been analysed and it has been found the demand of the same is rising
rapidly. However, it has also been found out that the sugar content in the Tim Tams are rising
concerns among the consumers. Thus, the “Cereal Sandwich” has been created by the
creative division of the company with the health-conscious consumers in minds. The biscuit
sandwich that have been created are likely to satiate the taste buds of the health-conscious
consumers of the community while minimising the unhealthy implications that are associated
with the consumption of the same. The aim of the paper is to assess the internal and external
factors that will be contributing to the success of the product along will the marketing mix
that will be aimed at the justification of the same.
Analysis and Evaluation of brand
(SWOT Analysis)
Assessing the internal and external factors such as strengths, weaknesses, opportunities and
threats can give an idea on the broader ideas regarding the viability of the products that has
been created by the Hunter Foods company. The SWOT analysis will help in understanding
the same.
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Strengths:
1. Aligned to the changing needs of the health-
conscious community
2. Healthy assortment of raw materials
required for production of the products.
3. Variety of products offered to the
consumers.
4. Existence of the company on a global level.
5. Collaborative innovation with leading
companies.
6. Price segmentation catering to the needs of
all sections of the community.
7. Environment and social sustainability
practices.
Weaknesses:
1. The level of awareness of the company is
not assumed to be favourable.
2. Cluster in the products lined.
3. Products are considered to be monotonous.
4. Unnecessary cluster created by too many
products.
5. The tastes of the products are considered to
be similar.
6. Under-utilisations of marketing tactics.
7. Absence of sales promotional activities.
Opportunities:
1. Growing concerns reacted to healthy
orientation.
2. Attention from the government and
regulatory bodies for sustainable initiatives.
3. Rising demand for healthy food
supplements.
4. Growth of demand of tasty snacks.
5. Satisfying the needs of the health
enthusiasts.
6. Attaining competitive advantage over
competition.
7. Increasing awareness in the consumer
community
Threats:
1. Lack of acceptance from the consumer
community.
2. Opportunity loss in terms of resource
wastage.
3. Low brand loyalty among customers.
4. Rise of competing companies who provide
similar products.
5. Expensive marketing program.
6. Length market research process.
7. Unavailability of established market.
The competitors of Hunter foods are big and established brands such as Cadbury, Arnott’s,
Nestle and many other big names (Merrett, Alexandra and Rhonda 2013). Thus, the product
that has been created by the Hunter Foods company has to fill the void in the requirement of
foods and snacks that are demanded by the customer community. The biscuit sandwich that
has been created by the company will be beneficial as it will give utility to the fitness
enthusiasts who love to consumer delicious food and snack, and also stay healthy. Hence, it
can be sad the product that is the Cereal Biscuit Sandwich is likely to be a success among the
health enthusiast foodies of the population Australia.
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Competitive Advantage and Positioning
It is the aim of every company to gain competitive advantage. It is a state of operation when
it can be said that a company has been successful in gaining a considerable advantage over
their competitors in the market (Noe et al 2017). Competitive advantage implies that the
company generates healthy amount of revenue, thus incurring profit in the short run and in
the long run as well. A company can gain competitive advantage over a rival brand if they are
able to develop a Unique Selling Proposition or USP through which the company with
competitive advantage are able to differentiate themselves from the competition. Hence
companies compete in order to gain acceptance from the consumer community. The latter
helps the companies in their objective of achieving competitive advantage.
All the products that are offered by the Hunter Foods company are oriented to the needs of
the health-conscious section of the society. The products that are offered by the company are
vegan, dairy free, gluten free, the product does not have any trans-fat, no preservatives are
added to the array of products. Moreover, the products are free of artificial flavouring, are
lactose and MSG free. Hence, the products that are offered by the company are perfectly
suitable for the people affiliated towards fitness in the country. It has been found out from
empirical research that the revenue that is likely to be generated by the fitness industry in
Australia is likely to cross the $ 2.4 billion mark by the end of 2021 (Keyzer et al. 2014).
Hence, it can be rightfully said that the alignment of the people of the country towards fitness
activities are rising in the country. Furthermore, Australia is a country that is constituted of
people belonging to varied racial and financial groups. As a result, the is huge difference in
the behaviour and attitudes that they express towards the food that they consume. The
products that are offered by the Hunter Foods company are likely to ask generate favourable
returns as the products are deemed to be favourable for the consumption of the consumer
community. Moreover, it can be said that there are adverse effects that are associated with the
consumption of products with high amount of sweet content. It has been found out the
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percentage of people in a hundred people is rising at alarming rates. Hence, the need for
mitigation of the same has been identified by the company who have been able in
successfully developing a product line that is aligned towards the needs of the community
that is subject to rapid change. According, it can be said that the sustainable initiative that has
been taken up by the company to provide favourable experiences to the consumers of the
company has been identified as their competitive advantage (Product advantage) as a result
of which the company are likely to get favourable returns in the long run. It can be stated that
the organisations who are able to justify the needs of the consumer community more
effectively are likely to gain acceptance from the latter. While formulating strategies in the
highly competitive market companies should not forget the ultimate aim of the company that
is satisfaction of the consumers. If a company are able to carry out the same effectively in the
market, they can be assured that they will be on the receiving end of appreciation and
acceptance from the consumer community. The healthy and nutritious products that have
been created by the Hunter Foods company show the company’s orientation towards the
consumers and their needs as a result of which it is likely that the products offered by the
company will be accepted and consumed by the targeted portion of the vast Australian
population.
Marketing Objectives
The ‘Cereal Biscuit Sandwich’ is the product that will be pitched to the market. Even though
the other products in the product line of the company that are offered in the market are
perceived to be monotonous and similar. Thus, the new product of the company is aimed at
changing that perception of the consumers of the country. Following are the marketing
objectives that are aimed at altering the latter condition that exists in the market;
1. To increase the awareness of the brand awareness in the Sydney, Perth, Adelaide,
Melbourne, Hobart and South Australia by 20% by the end of 2019. The company has
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a little over 7 months to carry out the objective. Effective marketing of the products
will help in increasing awareness of the brand among the consumers of the said states.
2. To increase the generation of revenue by $2 billion by the end of the financial year
2019 to 2020. Carrying out the following will help the company in sustaining their
initiatives as it will result in increased corporate governance. Corporate governance is
the ultimate aim of the company as it will help them in attracting investors towards
the company.
3. To increase the market share by 5% by the end of the financial year 2019 to 2020.
There are existing players in the market who are likely to generate interests from the
consumers of the community. Thus, the objective has been framed in order to justify
the position of the company in the Australian market.
SMART justification
Specific Measurable Achievable Realistic Time bound
The objectives
that have been
farmed by the
company are
specific. They
are aimed at
increasing the
sales, market
share and
awareness of
the products in
particular areas
of Australia.
The objectives
undertaken by
the company are
measurable. The
market share and
turnover can be
checked from
financial reports
and the market
awareness can
be identified
from surveys
and perceptual
maps.
The objectives
that have been
framed by the
company are
achievable with
the health of
effective
marketing and
promotional
strategies.
Yes. Thy
objectives that
have been
formulated are
specific,
measurable,
achievable and
time bound.
Hence, the
objectives are
realistic.
There are time
frames within
which the
objectives of the
company have to
be achieved.
Thus, the
objectives are
time bound.
Target Market
Identifying the target market is crucial as it helps the companies by providing the
direction in which they have to direct their efforts in order to gain acceptance from the
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society. The factors such as customer environment, Technological environment, the external
environment of the company and the competitive environment that should be carried out
before selecting the target market. Following is the assimilation of the above actors in the of a
marketing opportunity analysis;
Customer environment: Australia is considered a country that is full of people from different
cultural backgrounds and age groups. The percentage of obesity in the country has risen over
the years (Nichols et al. 2013). The latter gave rise to fitness orientation of the people of the
country. Thus, the annual turnover of the fitness industry has increased and the consumption
of healthy food and healthy food supplements has increased.
Technological environment: There has been a degree of technological innovation in the
country that has resulted in increase in the rate of mass production of the commodities in the
FMCG industry. There are regulatory standards that the batch and mass production units have
to go through in order to be suitable for the consumption of the end users.
The external environment of the company: The raw materials that are needed by the
company for production of the products are known sourced from natural ingredients.
Although there are regulations associated with deforestation, the nature of vegetation that the
company harvests their products from are farmed.
The competitive environment: There exists a high degree of competition in the market. It is
dominated by experienced companies such as Nestle, Cadbury and others who have a
dominant presence in the country and on a global scale. Thus, degree of competition is
deemed to be high.
As of the 2017, the national income of the country amounted to 1.32 lakh crores USD and the
Gross Domestic Product of the country was 1.13 lakh crores as of that year. Thus, it can be
understood that the people of the country have economic capability. The population of
Australia is considered aging. More than 50 percent of the people of the country are over the
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age of 60. The percentage of people suffering with ailments such as diabetes and obesity is
also rising, thus, it can be opined that the products offered by the company are likely to
perform effectively.
The segmentation strategy that will be undertaken by the company will a multi-segment
approach. The target markets of the company have been segregated in the basis of
demographic segmentation and behavioural segmentation. The target market that has been
identified as the fitness enthusiasts of the Australian population. The number of people
showing affinity towards fitness and consumption of healthy food substitutes in the country is
rising. Additionally, the older population of the country are subject to controlling the
consumption of the unhealthy food and the food with high sugar contents. The products
offered by the company are free of harmful additives, preservative, sugar, lactose, gluten and
other, as a result of which the product can be consumed by the older and the former segment
of the population.
Product strategy
The ‘Cereal Biscuit Sandwiches’ are made of assortment of cereals and grains, not
cookie dough. The biscuits would be supplied in the market in a dark chocolate flavour. The
consumption of dark chocolate is advised by nutritionists. It supposedly keeps the heart in
good condition and does wonders to the mood of the people consuming it. The product would
be offered in recyclable grade a plastic. The accumulation of plastic related waste has been
identified by the company and thus by use of the selected material, the company aims to
contribute to the sustainable measure to protect the environment by minimising the
accumulation of wastes. The size of the packet containing the biscuit would be approximately
450 grams. The package design would be similar to that of the Lizi’s Granola chocolate
chips, a Hunter foods product. The product will be the main criteria for the purchase decision
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of the consumers. The product has been created effectively so that it provides the taste of a
chocolate cream sandwich biscuit, however, is not associated with high levels of sugar and
the unhealthy effects that come with other biscuits of similar nature. The package of the
product would be labelled with the name of ingredients used, the sugar content and the
description of all the materials that when into production of the products along with message
to recycle the packet after use.
Product
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Pricing strategy
The “Cereal Biscuit sandwich” is created from assortment of high-quality natural ingredients
that are grown with intensive care. Thus, the cost associated with sourcing the products is
high as a result of the quality quotient associated with the same. The price of an Oreo cream
sandwich and a Tim Tam is around the $2.50 marks and the price of a protein bar is around
$3.50 to $5.00 in Australia. Thus, the price of the “Cereal biscuit sandwich” produced by
Hunter Foods is strategically placed between the above two price segments. The price of a
packet of a “Cereal Biscuit sandwich” is assumed to be around $3.20 to $3.60 in Australia.
The consumers of Australia have the capability to spend the said amount for utility. The
benefits that the products are associated with the product are much more compared to the
priced that the product is supposed to be offered in the market. Furthermore, the price of the
products associated a niche factor with the product that will add up to the Unique Selling
Proposition of the product.
Place strategy (distribution)
The product would be directly available to the consumers from the website of Hunter Foods
would be available for purchase from Cole’s Supermarkets and Woolworths Supermarkets.
The middlemen have been eliminated by the company to keep the costs associated with the
product as low as possible. The company believes in sustainability and thus has decided to
collaborate with Australia Post. The latter will help in distributing the products to the super
markets and to the end consumers who order the product online. The online catalogues
further help in cutting down the cost associated with a product that is made out of high-
quality ingredients.
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Promotion Strategy
Promotion is necessary for increasing the turnover of a product. It is also required for
increasing the amount of visibility that the company is subject to. Promotion will help the
company in increasing the awareness about the product in the community. The Hunter Foods
company will use different form of promotional tactics. Advertisement on magazines, on
social media pages such would increase the affiliation that the consumers would have with
the brand and the product. The usage of social media and social networks cannot be
compared to any other form of media. It has been found out that 9 out of 10 Australians are
hooked on to social media. Thus, the hashtag #Hunt4Healthy has been created by the
company to promote the brand on social media platforms such as Instagram, Twitter and
Facebook. Sales promotional activities such as sampling would be incorporated by the
company. This, will enable people at the supermarkets to try out what they are purchasing
before they actually purchase the product. Down the line, the product would be promoted by
commercials on TV and social media along with Billboards and Bus shelter advertisements.
The latter are needed as the competing companies are employing aggressive marketing tactics
and promotional campaigns in order to gain competitive advantage in the market. Hence, the
hunter foods company would do the same in order to stay in contention. Following is the
brochure:
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Conclusion
The product is supposedly aligned with the changing needs of the community and has directly
been aimed at the fitness enthusiasts and the people who enjoy tasty but nutritious snacks.
However, the high degree of competition forms the established competitors in the market are
seen as the biggest threats for the operation of the company. Another problem is cutting the
costs associated with sourcing the high-quality organic produce that is required for the
production of the biscuits. The problems that have been detected can be mitigated by using
effective promotional tools as mentioned above and by developing good relations with more
than a couple of suppliers in the market who would be willing the same quality at lower
prices. If the detected problems can be mitigated, the nature of operations, the product, the
niche factor of the product along with the sustainable initiatives of the company are likely to
provide a competitive advantage for the company and the product will soon become a brand
for the company.
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References
Hunterfoods.com. 2019. "About Us - Hunter Foods". Hunter Foods.
https://www.hunterfoods.com/about-us/
Keyzer, Patrick, I. Coyle, Joachim Dietrich, Kevin Norton, Betul Sekendiz, Veronica Jones,
and Caroline F. Finch. "Legal risk management and injury in the fitness industry: The
outcomes of focus group research and a national survey of fitness professionals." PhD diss.,
Lawbook Company, 2014.
Merrett, Alexandra, and Rhonda L. Smith. "The Australian grocery sector: structurally
irredeemable?." In Supermarket Power in Australia Symposium, Melbourne, vol. 1. 2013..
Nichols, Melanie S., Rebecca C. Reynolds, Elizabeth Waters, Timothy Gill, Lesley King,
Boyd A. Swinburn, and Steven Allender. "Community‐based efforts to prevent obesity:
Australia‐wide survey of projects." Health Promotion Journal of Australia 24, no. 2 (2013):
111-117.
Noe, Raymond A., John R. Hollenbeck, Barry Gerhart, and Patrick M. Wright. Human
resource management: Gaining a competitive advantage. New York, NY: McGraw-Hill
Education, 2017.
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