Marketing Strategy for McCain Sweet Potato Chips in Australia

Running Head: FOOD MARKETING
FOOD MARKETING
Students ID:
Name of the University
Authors note

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FOOD MARKETING
Executive summary
Australia has a rapidly growing economy within an increasing economic focus into
the food industry. In this context, the snacks industry has high potential to expand their
market in Australia. However, the report has been prepared to highlight the marketing of
McCain sweet potato chips, which is a comparatively new product that has encountered
significant growth in the existing Australian market. Therefore, based on the analysis of the
industry and insights into consumer changing behaviour and decision making the study
presents and well-developed strategy of the marketing mix and Point of sales strategy.
In order to address the growth of the product in Australian, the teenagers and female
students were analysed as the most attractive market segments. Owing to the higher strategy
of pricing and indirect competitive health concerned food products, McCain has the option to
utilise their brand in spite of the limited income of the students. Therefore, with the proper
implementation of the marketing mix the study present clearly illustrated segments of the
market that can be targeted for sweet potato chips in Australia.

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FOOD MARKETING
1. Introduction
The main aim of the study is to establish a particular marketing plan for McCain
potato chips, which is a popular product with a high opportunity for growth in Australian fast
food market. In order to obtain an appropriate strategy of marketing, a summarised and
outlined report of the product and industry analysis will be conducted in the study based on
changing consumer behaviour. In this context, recommendations on the marketing strategy
have been given in the study.
2. Industry analysis and the products
Potato chips production industry has encountered changing consumption of patterns
and intense competition from several substitutes and private marked products over the period
of past years. As stated by Kraak and Story (2015), the most notable fact is the increasing
consciousness about health that has encouraged the consumer to take up healthy eating
activities over the years. As a result of which consumers nowadays are increasingly opting
for the healthy substitute for snacks and fried products. However, despite the change in trends
towards healthy foods, sweet potato chips remained as the most favourite snack for the
people.
According to Morgan (2018), research data from different companies shows that
Australian prefers the sweet taste to savour. Sweet potato chips are the most popular snacks
that are chosen by men and women for mostly the teen consumers. In an average period of
the week, almost 41% of the consumer has seen to be preferring sweet potato chips as snacks,
37% prefer nuts and 32% offers biscuit and crackers (Ibisworld.com.au. 2018). However,
salty snacks are nation's undisputed preference, but sweet potato chips have currently
outnumbered them in Australian.

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FOOD MARKETING
Figure 1: Growth and trend of Potato Chips in Australia
(Source: Ibisworld.com.au. 2018)
3. Consumer behaviour and market
It is necessary to acknowledge the target market and changing the behaviour of the
consumers in the process of purchasing the product in order to develop a marketing plan.
Insights into customer behaviour of purchasing will help to focus on the limited resources of
the organisation on most of the relevant factors,
3.1 Target market
It is the differentiating taste and texture of McCain sweet potato chips that have made
them popular amongst the consumer and in the market. As stated by (), a recent
announcement has shown that McCain sweet potato chips have won awarded for offering
coveted product underlining the ongoing consumer loyalty. From the perspective of the target