Weet-Bit Breakfast Cereal Marketing Plan
Added on 2020-03-02
19 Pages4085 Words364 Views
Business DevelopmentLeadership Management
|
|
|
Running head: SANITARIUM MARKETING PLAN 1Sanitarium Marketing PlanStudent’s nameInstitutional affiliation
SANITARIUM MARKETING PLAN 2Executive SummaryThe marketing plan focuses on the current state of Sanitarium in the Australian cereal market.This plan outlines the company’s marketing campaign that will help it improve its Weet-Bit product and outlines the new campaign that it will employ to attract new customers in Auckland. In fact, it analyses the internal environment, external environment, and competitive pressure in the targeted market. The purpose of this campaign is to increase Sanitarium’s market share by outsmarting Kellogg, which seems to enjoy the targeted market.It intends to achieve this target by focusing on the Healties segment, integrated promotional mix, and product improvement. This paper analyses the organization, market, and environment thus determine the position and segmentation strategies for Sanitarium.
SANITARIUM MARKETING PLAN 3IntroductionThis marketing plan outlines the marketing campaign that Sanitarium uses to introduce Weet-Bit in Auckland. This report analyses the current marketing environment or situation to determine the best strategy to improve its market share and outsmart its competitors. In the second section, the report addresses the aspects of marketing strategies that Sanitarium should for its Weet-Bit product thus achieve the marketing objectives. Weet-Bit has nutritious benefits including high fibers, carbohydrates, and essential vitamins. It is demonstrated that Weet-Bit will continue to ensure the Australian families fly into their daily actions. Sanitarium’s Weet-Bit has balanced cereal to meet the nutritious needs of the primary and secondary markets. The report also demonstrates the distribution strategies that Sanitarium should use to reach its targeted customers.Section 1: Environmental Analysis1.Internal environment McKinsey 7S MODELStrategySanitarium has incessantly used a wholiciuos strategy to remain competitive in the market. It has positioned well-being and health at its brand’s heart. Importantly, it has invested in sustainability strategy, social media strategy, logo and branding, and website strategy. Importantly, the value-based and cost-based pricing strategies have given the company an edge in the market. With cost-based pricing, Sanitarium uses the cost of the product to set the prices of Weet-Bit[CITATION Joh12 \l 1033 ]. For instance, the organic Weet-Bit cost more than original products. It also uses the perceived value of Weet-Bit to set prices. For example, many consumers perceive the product as convenient for consumers thus making it expensive. It emerges that many consumers would pay more for the convenience products.
SANITARIUM MARKETING PLAN 4StructureSanitarium NZ has Kevin Jackson, who is the chief executive officer. Under the stewardship of Kevin Jackson, the company has grown to become the largest-selling breakfast cereal in New Zealand and Australia[ CITATION Ali15 \l 1033 ]. The General Manager,Rob Scoines, who took office in 2017, assists the CEO [ CITATION NBR17 \l 1033 ]. The company has the senior management and the board who are members of the Seventh-Day Adventists. Based on the firm’s structure, the South Pacific Division’s President is the chair of the board. This implies that the CEO is answerable to the board, while the senior managersare answerable to the CEO[ CITATION Ali15 \l 1033 ]. The departments in the company include operations, corporate project, finance, human resources, marketing, business development, R&D, and quality assurance.SystemsSanitarium has invested in the new and advanced systems to help in delivering services worldwide. With the state-of-the-art systems and facilities, it has put its operational costs in check. It has also adopted the GBSs to allow it to offer the best practice services to the local clients[ CITATION San17 \l 1033 ]. Sanitarium can use intensive selling and distributionthrough outlets like convenience stores, gas stations, and supermarkets. Appendix B compares Weet-Bit with its rivals’ brands in Auckland.SkillsSanitarium is an important company offering staff personal development and learning opportunities to workers[ CITATION San17 \l 1033 ]. Given the current economy in Australia, the workers require technical ability and high-level skills to transform the company. StaffSanitarium’s employees are enjoying working in the company thus demonstrate their commitment to the firm[ CITATION San17 \l 1033 ]. Interestingly, Sanitarium builds a staff from
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Acme's Knowledge Management Strategylg...
|10
|2080
|74
LO3 Marketing Plan of Morrisonlg...
|6
|863
|45