Marketing Opportunity Analysis

This Marketing Opportunity Analysis provides an overview of Uncle Tobys, a food manufacturing company in Australia. It includes market analysis, competitor analysis, target market, and positioning strategies. The report also discusses the company's background, SWOT analysis, and objectives.

MARKETING OPPORTUNITY
ANALYSIS

Table of Contents
Introduction and Company Background..........................................................................................4
Introduction.................................................................................................................................4
Company Background.................................................................................................................4
Situation Analysis............................................................................................................................4
Market Analysis..........................................................................................................................4
Macro Environmental Analysis...................................................................................................5
Micro Environmental Analysis...................................................................................................6
Competitor Analysis........................................................................................................................6
Competitive Market Summary....................................................................................................7
Consumer Analysis.....................................................................................................................8
SWOT Analysis..........................................................................................................................8
Objectives....................................................................................................................................8
Target Market & Positioning...........................................................................................................9
Selection of Target Market..........................................................................................................9
Positioning Strategy....................................................................................................................9
Positioning Maps.........................................................................................................................9
Product Mix Strategies...................................................................................................................10
Product......................................................................................................................................10
Defining the product attributes..................................................................................................10
Recommendations/ Conclusion.....................................................................................................11
References......................................................................................................................................12

Introduction and Company Background
Introduction
A marketing plan refers to an outline that determines marketing strategy of an
organisation for a fixed period of time. Usually huge organisations make a marketing plan for a
year, quarter or even months (Byun and Ha, 2020). Various factors that are included in a
marketing plan consists of a business overview, goals and objectives to be achieved, strategies to
achieve it and so on. The following report consists of plan in order to make strategies for new
products launched by company. Problems related to increasing competition in market and
various measures to face competitions in market is also discussed.
Company Background
Uncle Tobys is a food manufacturing company which was established in Australia in
1861. The company specialises in production and sales of healthy oat products for breakfast. The
company continuously focuses increasing its products range in order to increase the customer
base. Uncle Tobys is now a subsidiary company of Nestle which is wholly owned by it. Nestle
acquired it in 2006 (Uncle Toby: Greatness Never Ends, 2020). brothers George Parsons and
Leonard came together to manufacture oats in Melbourne in 1861. they established the company
as Parsons Bros. Which was later on changed to be Uncle Tobys.
The products manufactured and sold by Uncle Tobys is divided into three large categories. These
are Snacks, Oats and Cereals. There are a number of different oats manufactured by Uncle Tobys
such as ancient grains, super blend, traditional oats and so on. Various other products of Uncle
Tobys include Cheerio, snack bars, Roll ups and so on.
Situation Analysis
Market Analysis
The current situation of COVID-19 have greatly impacted the economy of Australia
affecting various industries. In food business there have been some huge variations as some
companies are facing huge demands due to people's panic buying while others do not have any
demand. The sea food companies who used to export their products to other countries are facing
extreme losses due to closed trade with China.

A decrease in demand for Australian food products have also been seen as the restrictions
on travelling is increased worldwide due to corona virus (D’Souza and et. al., 2019). Other major
reasons for industry being affected due to this pandemic are the decrease in availability of labour
in market. The lead time for production have also increased as the logistics requires a lot of time
and travel restrictions are increasing everyday. The market complexity is very high as the costs
are increasing and there is huge impact of it seen on company.
In the post COVID situation the industries are recovering from the shock they took. The
supermarkets and groceries are growing rapidly. The forecasted growth of these business
opportunities is more than 75% in coming five years. Uncle Tobys should focus on partnering
with all big supermarkets and grocery stores. This will effectively display Uncle Tobys in their
stores. This will also create a memorizing value in minds of customers about the product which
can be beneficial for company in long run.
Macro Environmental Analysis
Political Analysis  Political instability
 Carbon tax
Economic Analysis  Increase in production of cereal
 Australian food and grocery council
Social Analysis  Slow growth
 Habits of skipping breakfast
Technological Analysis  Development in technologies
 Breakfast skippers on social media
Legal Analysis  Food Standards Australia New
Zealand (Çalı and Balaman, 2019)
Environmental Analysis  Production of cereals

The above table helps in describing that how there are a number of different external
factors which are affecting business of Uncle Tobys. If the country is facing political instability it
might affect business as well. Also there is no change in price due to Carbon tax as there are no
affects on agricultural produces. Increase in production of cereal is a benefit for company also
Australian Food and Grocery council is spreading awareness for healthy breakfast which will
help company in future. In society the growth of cereals is however slow and the trend which is
common in society of skipping breakfast is also resulting in providing negativity to organisation.
The production of cereals is helping environment. Also development of technologies helps Uncle
Tobys to produce healthier breakfast. On the other hand use of social media increases the
breakfast skippers (Sharma Pandit and et. al., 2020). There are also a number of laws that are
affecting Uncle Tobys working which include Food Standards Australia New Zealand etc.
Micro Environmental Analysis
 The product range of company is its strengths as they sell snacks and a number of cereals.
 There are a number of products brought out by Uncle Tobys that help them to constantly
gain more customers.
 The loyal customers of company are also its strength.
 While studying competition in Australia Uncle Tobys is a weak competitor.
 There are a number of competitors present in market including Kellogg's and Sanitarium. The brand Uncle Tobys is famous in Australia but it is not recognized worldwide.
Summary of Company:
The company was established in year 1860 by two brothers. It was emerged as Parsons
Bros., and is now known as Uncle Tobys. There first product was oats after which they started
development and production of other products as well. They have introduced yogurt wraps, Oats
Bran, roll ups and so on. In 2006 Nestle took over Uncle Tobys. After which they launched
snack bars, oats quick cups which soon became famous in market.
Competitor Analysis
The competition of Uncle Toby's is from 4 brands which are Kellogg's , Sanitarium, Be
natural as well as Woolworth. The point of similarity between all of these brands is that they are
very similar as they are in same industry but however they are differentiating by providing

various products. Uncle Tobys is differentiated by its focus on products of Oats and Wheat.
Kellogg's have brand recognition which provides it with a point of differentiation. Whereas,
Sanitarium focuses on providing customers with various healthy cereals as well as vegetarian
food (Ben Youssef, Leicht and Marongiu, 2019). Be natural is focusing on providing gluten free
products and breakfast which provides it with benefits while facing competition. The prices at
which Woolworths provide products to its customer is acting as a point of differentiation for
company. It is necessary that organisations are effectively working on their point of
differentiation. It is due to that point of differentiation that organisations can effectively set up
their business and influence consumers.
Competitive Market Summary
Competitor Target
Market
Product Pric
e
Promotion
al
Distributio
n
Strength/
Weakness
Kellogg's Children,
health
conscious
youngster
s
Products
build on
emotional
attachment
here
$4-8 They use
cartoon
characters
in their
advertisem
ents
They use
major
supermark
ets and
convenien
ce stores
for
distributio
n and
online
High
market
shares as
well as
various
options of
product
available.
Sanitarium
Health Food
Comapny
Children
above 7.
teenagers
and adults
Positioning
of product is
done to
establish as
market
leader
$4-8 They host
various
programs
in order to
involve
consumers
into their
products
Available
in
supermark
ets and
other
stores
Bestseller
and still
have
favourite
products
of
customers.
Top
company
selling
breakfast
in New
Zealand
and
Australia

Woolworths
Home
Brand
Similar
products
for
parents
and
children(y
oung)
Positioned to
be a
substitute to
other brands.
$4-8 They
provide
products
in cheap
prices and
focus on
the
similarity
it has with
products
on
different
brands.
Found in
supermark
ets, stores
It can be
used as a
substitute
brand as it
is cheaper
in price
but quality
of product
is weak.
Be Natural Adults
and
Youngster
s
Products are
organic and
gluten free
$5-
10
They take
use of
brown and
green
colour to
promote
product in
a healthy
and
natural
way.
In
supermark
ets such as
Coles &
Woolwort
hs
Started a
new trend
of gluten
free
products
and it
takes
every
opportunit
y to
promote it.
Consumer Analysis
The major range of consumer for Uncle Tobys is formed by children due to which their
parents are major buyer of products. There are a number of supermarkets which sell the products
of company including Aldi, Coles, Woolworths etc. Major requirement of customers is for
healthy food which is attracting them towards Uncle Tobys (Calderon-Monge, Pastor-Sanz and
Garcia, 2020). There are various factors which are effecting buying decisions of consumers such
as the requirement to feed their children, the social trend of having healthy breakfast. There are
also different psycho graphic factors such as interests of consumers, different interests of
consumers, opinions and lifestyle. The children are hugely influencing there parents to buy
products. There are also group influences seen as a number of times Uncle Tobys is effectively
promoted by positive word of mouth. The consumers buying behaviour is also a number of times
influenced by media strategy used by organisation.

SWOT Analysis
Strengths Weaknesses
 Brand name and huge customer base
 Promotion through positive word of
mouth
 Famous only amongst children.
 Promotional strategy is old
Opportunities Threats
 Inclination of people towards healthy
living and eating
 Various gluten free and organic options
 A number of competitors in market.
 Substitutes for healthy breakfast
introduced.
The brand have established its name due to which a number of customers are attracted
towards it. Parents of similar group often spread awareness about product with the help of
positive word of mouth. However the company still needs to be famous amongst adults as the
children products are sold the most (Aliyev, Urkmez and Wagner, 2019). Company have great
opportunities to venture into gluten free and organic products as people are favouring healthy
eating. However there are a number of competitors which are proving to be a threat for company.
Also other than oats there are a number of products such as juices etc. being made to provide
substitute.
Objectives
 To increase brand image and awareness of product.
 Increase sales of company along with revenue in units up to 8%.
 Next objective or organisation is to increase market share in 12 months up to 10%.
The objectives of Uncle Tobys are divided into three major sections which are market
objectives, sales objectives as well as communication objectives. All the areas including image
of brand, revenue and the presence in market is effectively addressed in objectives. With the help
of these objectives an organisation can easily develop the future of the organisation and ways in
which the strategies of organisation will be set up in coming time in order to achieve all these
objectives.

Target Market & Positioning
Selection of Target Market
When trying to reposition the brand that is Uncle Tobys it is necessary to first determine
a target market for the organisation. In the following new product that is brought in by Uncle
Tobys consists of various audiences. They have basically divided their audience into two
different demographic groups. They have chosen women from age 18-25. They have studied that
almost 80% of people in Australia are skipping their breakfast in morning who are falling into
this category. That is often due to lack of time as they need to go to colleges or offices. The
product will target this market and provide them with a breakfast that is healthy and ready-made.
They do not need to spend time in cooking this (Juaneda-Ayensa and et. al., 2019).
Positioning Strategy
Positioning strategy
The products of Uncle Tobys are already positioned in market as healthy food. It is
necessary for the organisation to take care of fact that they are effectively going for expansions
with the help of new product. Therefore, it is positioned in market as being a product for those
who are of age 18-24 and are usually skipping their breakfast. The earlier positioning of the
product as a healthy product will not be changed only expansion to it will be brought.
Positioning attributes
There are some opportunities that have been identified earlier in SWOT analysis those
will be used in order to introduce new product of Uncle Tobys in the market. They are coming
up with gluten free products also in order to give competition to the rising competitors in market.
Also they are taking advantage of people's inclination towards healthy living and eating. All this
is positively affecting company as they can make sure that they are positioning their product in
market in such a way that target consumers are attracted towards the new launch.
Positioning Maps
In today's world people have been looking for healthy breakfast which will bring various
benefits related to health to the consumers. Along with this learning a perceptual map for
positioning products of Uncle Tobys is shown below:

Product Mix Strategies
Product
There are a number of different products that are provided by Uncle Tobys in the market.
This include Breakfast Cereals, snacks, bars, oats and so on. They are providing various edibles
such as oats that are minimally processed. This is helping in providing various benefits from all
the natural minerals as well as vitamins that are present in food. There is high fibre and high
protein present in oats that is helping organisation to give different benefits to its consumers.
The change that is to be brought in the product range of the company includes
change in packaging of various products that are meant for children from age 3-12. they are
provided with various toys of attractive colours that will grab their attention (Mogaji and
Yoon,2019). There is also new range launched for women and those who are skipping breakfast
in order to provide them with something healthy that is not time consuming as well.
Defining the product attributes

Current Product
Attributes
New Product
Attributes
Resulting Consumer
Benefit
 Healthy and tasty
foods.
 Well marketed to
brand loyal
consumers.
 Established within
the market of
Australia.
 Improvement in
packaging will be
done tremendously.
 The use of toys in the
cereals targeted to
kids along with
various characters of
animated cartons.
 New appreciation
along with new
consumers for
product.
 Increase in consumer
satisfaction as the
expectations of
consumers are
effectively fulfilled.
Recommendations/ Conclusion
There are a number of changes concluded in Uncle Tobys from time to time in order to
set up business successfully. The changes which are brought in the organisation are majorly
focused on the objectives that have been created. It will be effectively recommended that
company must focus on target market and do extensive promotion in order to attain its
objectives. There are a number of different promotional tools present in market which can help
organisation to effectively set up their business in the new target market along with it achieving
their goals and objectives.
References
Mogaji, E., & Yoon, H. (2019). Thematic analysis of marketing messages in UK universities’
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marketing as an opportunity to innovate in higher education. Studies in Educational
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Aliyev, F., Urkmez, T., & Wagner, R. (2019). A comprehensive look at luxury brand marketing
research from 2000 to 2016: a bibliometric study and content analysis. Management
Review Quarterly, 69(3), 233-264.

Calderon-Monge, E., Pastor-Sanz, I., & Garcia, F. J. S. (2020). Analysis of sustainable
consumer behavior as a business opportunity. Journal of Business Research, 120, 74-
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Ben Youssef, K., Leicht, T., & Marongiu, L. (2019). Storytelling in the context of destination
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Sharma Pandit, S. & et. al (2020). Analysis of marketing information sources among
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105.
Çalı, S., & Balaman, Ş. Y. (2019). Improved decisions for marketing, supply and purchasing:
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D’Souza, C. & et. al., (2019). Environmental management systems: an alternative marketing
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Uncle Toby: Greatness Never Ends, 2020 [Available through],
<https://www.uncletobys.com.au/>