Marketing of Arnott’s Brand: Segmentation, Persuasion, and IMC Practices

This report provides an insight into marketing of Arnott’s brand of Australia. It focuses on segmentation, persuasion, analysis of current advertisement and IMC practices.

Running head: MKT 202
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Executive Summary:
The report provides an insight into marketing of Arnott’s brand of Australia. It is an iconic brand
responsible for supplying bread, pies and biscuits to the local people. The report focuses on
segmentation, persuasion, analysis of current advertisement and IMC practices

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Table of Contents
Segmentation...................................................................................................................................3
Seven Tools of Persuasion Analysis:...............................................................................................4
Analysis of Current Advertisement.................................................................................................5
Current IMC Practices.....................................................................................................................6
References:......................................................................................................................................8

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Segmentation
The Arnott’s brand of biscuits controlled close to 56 percent of the market with past
years witnessing an increase in the demand for premium quality biscuits (arnotts.com 2018). The
target market of Arnott’s biscuits is meant for enjoying in several occasions. The brand targets
the niche higher-class market for illustrating quality and prestige. The brand initially targeted the
women. However, it repositioned itself in the middle of 2003 with varied campaigns for targeting
different market. This helped the business in brand in segmenting the market for clearly
identifying the potential customers. Arnott’s brand undertook geographic, demographic,
psychographic and behavioral segmentation.
1. Geographic Segmentation: The Arnott’s brand is available nationwide in various
supermarkets. Moreover, the brand pays special attention to specific regions such as the highly
populated metropolitan areas that have a greater range and quality of the product.
2. Demographic Segmentation: The targeted age of Arnott’s brand did not differ from
original product position but special attention allotted for attracting males and children. This is
achieved through introducing and adapting newer lines. In other words, Arnott’s brand
represented one of the premium biscuits targeted towards medium and higher income group.
3. Psychographic Segmentation: In this type of segmentation, the Arnott’s brand of
gourmet biscuits divided the market into the segments based on the varied attitudes, values,
personality traits, lifestyles and interest of consumers. This helps the brand to engage in
marketing and product design in focused manner.

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4. Behavioral Segmentation: To undertake this type of segmentation Arnott divided the
market into homogeneous group based on the buying behavior of the customer. This type of
segmentation is based on the customer buying patterns as if brand loyalty, usage frequency,
required benefits and loyalty.
Seven Tools of Persuasion Analysis:
The seven tools for persuasion analysis include (Cho 2015):
1. Alter Casting: Altercasting have two branches tact and manded. The later refers to a
more direct means of alter casting while tact represented passive and subtle. Arnott’s brand of
biscuits can opt for tact alter casting as it would help the brand in incorporating the benefits of
the service to the tag line or the landing page for appealing to the target audience. Alter casting
works best when the company’s benefits and goals remains reflected in a less glorified manner.
2. AAB Pattern: This involves making a statement (A), then presenting an agreeable
statement (A) and finally turning both the statements on the head for stating something
contradictory(B) thereby persuading the consumers to buy. If adopted, the Arnott brand this type
of persuasion helps in establishing the brand and the overall energy of the company.
3. Golden Handcuffs: This refers to the little giveaways, freebies or the promos that
encourages and engages the consumers in checking out products. Another golden handcuff
method lies in pricing. The brand can use this means of persuasion means to make the consumers
more likely in making a purchase as the customers believe that they are getting a deal even
before the purchase is made.

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4. Isolation: This refers to the technique of persuading groups of people through
manipulation and presenting one side of the story. Arnott’s brand can adopt the means of
isolation through one-way thinking, emotions and information control.
5. Greater Purpose: This method of persuasion is used in the television advertising.
Studies have put forward that commercial with higher drama stirs lots of emotions. The gourmet
biscuit brand from Australia stirs many emotions that inspire the customers in doing things in
actuality.
6. Thought Shopping: This method of persuasion relies on attracting the attention of the
customers through creative, odd and thought provocative methods. The method involves some
sort of distraction for generating engagement. Provided the Arnott’s brand adopts this method, it
needs to be riveting enough for drawing the attention of customers for a good length of time.
7. Hashtag: This refers to using words holding special meaning for turning the product
into viral sensation (Stathopoulou et al. 2017). When applied for the gourmet brand of biscuit
this strategy works well provided there is something catchy enough that holds true for different
campaigns.
Analysis of Current Advertisement
Irrespective of the advertising medium, there are six components of advertising that
includes, an eye catching and clear headline, description of the good value, attractive offer
comprising of time sensitive discount and logical reasoning, reasons behind instantaneous reply
along with understandable and clear direction for the customer to follow (Moriarty et al. 2014).

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Arnott’s biscuits urged the people in coming together and celebrating the moments by
putting across a message that the biscuits are meant for sharing (arnotts.com 2018). This
advertisement remains backed with a voice over mentioning how people are losing focus over
little things in such a busy schedule and shifting their interest more towards the pixel. The biscuit
brand also created a 30-second advertisement of a young couple feeding scotch finger to each
other while their baby remains asleep in the couch. The brand had a tagline of having no
substitutes.
Current IMC Practices
Product
Arnott’s brand has certain perennial favorites like Mint Slice, Tim Tams, Jatz and Iced
Vo Vos(arnotts.com 2018). The brand produces complete range of biscuits including plain,
chocolate, biscuit, fruit and cream. The brand also makes salted snacks items like the crisp
breads, chips and crackers.
Place
The brand serves the customers across Australia. Besides, it also places the product in
higher standard stores.
Price
The Arnott brand of biscuit is available at AUS3.50 for serving best interest of the
potential customers.
Promotion

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Arnott’s biscuits aim at introducing its products through internet and television
advertisements (Festa et al. 2016). It is required for the company to get involved in the online
promotions through the social networking sites. Product of the brand does not apply to children
below the age of 12 until the products advertised represented healthier dietary choices, healthier
lifestyle and good dietary habits.
The current segments of the Arnott’s brand using the Roy Morgan value segment puts
forward a powerful tool of marketing that helps in accurately pinpointing the target market. The
segments include (McKeown 2016):
 Basic needs: For making life simpler
 Fairer Deal: For promoting the security of the family and the friends
 Traditional Family Life: For winning the trust, care and respect of the family
members
 Conventional Family Life: For winning the affection and love of the family
members
 For Looking at Myself: For enjoying life, having fun and avoiding responsibility
 Looking Forward to Something Better: For making more money and getting a
bigger and better deal
 Ensuring Conservation: To save money, feel secured and cut cost
 Young Optimism: For building relationships and being healthy and fit
 Visibility in achievement: To be known as the source of the authority and power
 Being Socially Aware: For setting the trend and be internationally astute.

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References:
arnotts.com 2018. [online] Available at: https://www.arnotts.com/about-arnotts/ [Accessed 21
Dec. 2018].
arnotts.com 2018. [online] Available at: https://www.arnotts.com/products/ [Accessed 21 Dec.
2018].
arnotts.com 2018. [online] Available at: https://www.arnotts.com/products/iced-vovo/ [Accessed
21 Dec. 2018].
Cho, Y.N., 2015. Different shades of green consciousness: The interplay of sustainability
labeling and environmental impact on product evaluations. Journal of business ethics, 128(1),
pp.73-82.
Festa, G, Cuomo, MT, Metallo, G & Festa, A 2016, 'The (r)evolution of wine marketing mix:
From the 4Ps to the 4Es', Journal of Business Research, vol. 69, no. 5, pp. 1550-1555.
McKeown, T., 2016. A consilience framework: Revealing hidden features of the independent
contractor. Journal of Management & Organization, 22(6), pp.779-796.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R.,
2014. Advertising: Principles and practice. Pearson Australia.
Stathopoulou, A., Borel, L., Christodoulides, G. and West, D., 2017. Consumer branded#
hashtag engagement: can creativity in TV advertising influence hashtag
engagement?. Psychology & Marketing, 34(4), pp.448-462.