Marketing Plan for Cereal Biscuit Sandwich

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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