Marketing in Organizations

Running head: MARKETING IN ORGANIZATIONS
MARKETING IN ORGANIZATIONS
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1MARKETING IN ORGANIZATIONS
Executive summary
Target Market-Arnotts Biscuit sets its age barrier of the potential customers between 30 and
60.The Company generally offers biscuits and snacks to the people in Australia and in overseas.
Most of the target customer are belonged to the middle and lower class from urban, suburban and
rural regions of Australia.
Positioning- The organization positioned the brand based on the view of making the consumers
aware of their specific objective to produce and distribute quality products. The brand is being
positioned at the high quality and competitively lower price, which has supported the venture in
continuing with unique propositions in the market.
Brief marketing mix- The marketing mix of the organization represented that the venture
objective at providing enhanced quality of biscuits and confectionaries in a competitive pricing.
The vivid promotional activities that are undertaken by the venture supported the same in gaining
a strong market base. On the other hand, the multi-channeled positioning of the offerings also
supported the organization in maximizing the volume of sales of the venture.

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Table of Contents
1. Introduction.................................................................................................................................4
1.1 Background of the company..................................................................................................4
1.2 Macro-environmental forces..................................................................................................4
1.3 Micro-environmental actors...................................................................................................6
1.4 Consumer behavior................................................................................................................8
2. Target market analysis.................................................................................................................8
2.1 Demographic..........................................................................................................................8
2.1.1 Age..................................................................................................................................8
2.1.2 Gender.............................................................................................................................9
2.1.3 Occupation......................................................................................................................9
2.2 Geographic.............................................................................................................................9
2.3 Psychographic......................................................................................................................10
2.3.1 Social class....................................................................................................................10
2.3.2 Lifestyle........................................................................................................................10
2.4 Behavioral segmentation.....................................................................................................11
2.4.1 Benefit expectation.......................................................................................................11
2.4.2 Price sensitivity.............................................................................................................11
3. Marketing strategy.....................................................................................................................12
3.1 Positioning map...................................................................................................................12
3.2 Product: Three levels of product..........................................................................................13
3.3 Price.....................................................................................................................................15
3.4 Placement.............................................................................................................................16
3.5 Promotion............................................................................................................................17
4. Conclusion.................................................................................................................................18
References......................................................................................................................................19

3MARKETING IN ORGANIZATIONS
1. Introduction
1.1 Background of the company
Arnotts Biscuit is one of the most popular and the largest producer of biscuits in
Australia. The company is a subsidiary of the parent company named Campbell Soup Company
belonged to United States. Arnotts Biscuit also manufacturers snacks food. The company was
established in 1865 with its current headquarter in New South Wales, Australia. There are series
of products that Arnotts Biscuit has offered such as SAO, JATS and Tim Tams. Most of these
products are belonged to the snacks or biscuits and highly popular among the Australians. As per
the annual report of the organization, it can be stated that in the financial year of 2018, the
company earned more than AU$1 billion. Presently, there are over 4,000 employees working in
the company and always looking for introducing attractive products.
1.2 Macro-environmental forces
Elements Illustration
Political  The World Bank report states that the
political stability in Australia is moderately
stable with an average of 1.02.
 The government effectiveness is decreasing
that can create some problems for the
business activities of Arnotts Biscuit
 However, the regulatory quality of
Australia is very high that helps Arnotts

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Biscuitto develop its business profoundly.
Economic  Australia is considered to be one of the
major developed country therefore it is
obvious for to witness sharp development
in the economic growth. In the financial of
2018 the economic growth is increased at a
point of 3.56% which is quite good.
 Moreover, Australia is its high peak in the
era of globalization where the business
organizations get economic freedom
extensively. As a result of that for Arnotts
Biscuit it creates havoc impact to the
business activities.
Social  On the social front, diversity in population
is stipulated further the enrichment of the
society.
 The government takes great care for the
indigenous people and the aged households
so that the business organizations like
Arnotts Biscuit also puts emphasis on the
sustainable development practice.
 As a matter of fact, the happy and
hospitable nature of the Australian people

5MARKETING IN ORGANIZATIONS
also create a better environment for the
business organizations to flourish
effectively.
Technological  Use of cutting edge technologies is also
considered to be one of the major aspect for
the business organizations existed in the
Australian market.
 The government also endorses such efforts
and encourage the business organization to
update their operations and services with
the help of effective technological progress.
1.3 Micro-environmental actors
Elements Illustration
Competitive rivalry  High competition in the restaurant market
due to the presence of both the
multinational and the domestic companies.
 The SMEs feel pressure in doing business
in Australia due to the heave dominance of
the giant companies.
 The development in tourism makes the
restaurant business highly flourishing so
that the competition will definitely be