Peanut butter empire spreading out to take on world

Running Head: MARKETING MANAGEMENT
0
Marketing
management
Students details:

MARKETING MANAGEMENT 1
Contents
Introduction......................................................................................................................................2
Competition faced by Pic’s..............................................................................................................2
Environmental conditions of Pic’s...................................................................................................3
Demand for PPB..............................................................................................................................3
STP (segmentation, Targeting, and positioning statements) of Pic’s..............................................3
Conclusion.......................................................................................................................................3
Bibliography....................................................................................................................................5

MARKETING MANAGEMENT 2
Introduction
The following report is based on the brand positioning and brand equity of firm producing
consumer goods. In the report, we have chosen ‘PPB’ (PPB) as our product, which is one of the
most famous and most consumed peanut butter in Australia. The report gives information about
competition faced by the company, the environment in which the company deals the demand of
product and detailed information about the target market of the company. STP stands for
segmentation, targeting and positioning, this model helps in delivering relevant messages to the
targeted audience to promote sales.
Image Source: (Picspeanutbutter, 2019)
Competition faced by Pic’s
As the product belongs to food retail sector, it is common to face competition. Food and clothing
are the two of the most competitive industries worldwide. PPB is one the most trusted and
popular butters in Australia. PPB faces competition from scoop wholefood natural peanut butter,
Ambrosia, Mayver’s dark roast peanut butter and Ridiculously delicious peanut butter. These are
the top five peanut butter brands in Australia (Hara, et al., Hawaii).
In order to beat competitors the company has recently found an interesting way. The company
has constructed a new site of production, which is open for tourists and local visitors. People are