Marketing Principles for Sanitarium Australia: Introducing Dry Fruit Products

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Marketing Principles

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Table of Contents
Introduction......................................................................................................................................4
About Sanitarium Australia.............................................................................................................4
Ownership....................................................................................................................................4
Sales.............................................................................................................................................4
Product Ranges............................................................................................................................4
Management................................................................................................................................5
Profitability..................................................................................................................................6
Description of Chosen Market Segment..........................................................................................6
Sales Revenues and Growth........................................................................................................6
Major Competitors.......................................................................................................................7
Market Shares of Competitors.....................................................................................................7
Rationale for introducing Dry Fruit products..................................................................................7
Target Customer for the Dry Fruit Product.....................................................................................8
Marketing Mix Strategy...................................................................................................................9
Product Mix.................................................................................................................................9
Price Mix.....................................................................................................................................9
Place Mix.....................................................................................................................................9
Promotion Mix...........................................................................................................................10
Conclusions....................................................................................................................................10

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References......................................................................................................................................11

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Introduction
The report would effectively focus on evaluating Sanitarium, a known fast moving consumer
product company operating in Australia along different related parameters. Further, it would
focus on designing a marketing mix for marketing a new product segment with existing product
lines of its UP&GO brand by evaluating the consumption trends in the region regarding the new
product category.
About Sanitarium Australia
Ownership
Sanitarium Health Food Company became registered as a pioneering organisation in the health
food sector during April 1898. The organisation is owned by Seventh-Day Adventist Church
based in Australia that focuses on both producing and also promoting health foods developed
from plants as outlined in the Bible (Sanitarium Health and Wellbeing 2018).
Sales
During 2016, Sanitarium is recorded to generate a sales turnover of around 150 million AUD.
During that period, Sanitarium contributed in serving healthy products to around 500 million
customers (Food&Beverage 2017).
Product Ranges
Sanitarium offers a range of diverse products like breakfast cereals under the Weet-Bix brand
and other flavoured cereals associated to Light n’ Tasty range, mueslis and crisp cereals that help