Food Marketing Strategies for Weet-bix

Running Head: FOOD MARKETING STRATEGIES
Food Marketing Strategies
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1FOOD MARKETING STRATEGIES
Executive summary
The report develops a food marketing strategy for Weet-bix, an emerging company in the food
sector by identifying the key market segments. The discussion applies knowledge of customer
decision and develops a market strategy for the branded product. The report makes use of
relevant marketing theories for analyzing and suggesting strategies for further growth of the
company. Finally, the report concludes with suggestions that could help the company increase its
sales.

2FOOD MARKETING STRATEGIES
Table of Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................4
Industry analysis and product description.......................................................................................4
Consumer behavior/ market.............................................................................................................5
Target segment.................................................................................................................................5
Consumer decision making process.................................................................................................6
Brand positioning.............................................................................................................................6
Marketing mix.................................................................................................................................6
Price.................................................................................................................................................7
Promotion........................................................................................................................................8
Packaging.......................................................................................................................................11
Celebrity endorsement...................................................................................................................11
Conclusion.....................................................................................................................................11
References:....................................................................................................................................13

3FOOD MARKETING STRATEGIES
Introduction
The report aims to develop a food marketing strategy for Weet-bix, which is an emerging
brand in the food sector with potential opportunities for growth. For obtaining a plan that is
effective, the paper will refer to determining factors of product sales like consumer decision,
branding, target segment, marketing mix and industry analysis.
Industry analysis and product description
Weet-bix has emerged as one of the most favorite breakfast meals of youths and aged
alike. This Australian-based company was taken over by Sanitarium, a famous company that can
be accredited for the global success of the product. Weet-bix is available in 8 different flavors
that also differ in ingredients. All these ingredients are natural, some of which are mutilgrain, oat
bran, apricot bites and berry bites. According to market researches, product marketing is crucial
to growth of the company and the strategies employed by Sanitarium have been effective in
making weet-bix one the most demanded meals in the market. Sanitarium is a non-profit health
and well-being company that is privately owned by Adventist Church and the profits earned by
the company are donated to the charitable activities of the Church. Weet-bix has several
nutritious benefits. It is high on carbohydrates and fibre, contains seven essential minerals and
vitamins including iron, zinc and magnesium, it has low fat compounds (Cashman 2014). The
product is suitable to be put under a sub-market for cereals that can be eaten readily, but will still
be a major component if the whole market of baking mixes and cereal food.