STRATEGIC MARKETING AND METRICS

Running head: STRATEGIC MARKETING AND METRICS
Strategic marketing and metrics

STRATEGIC MARKETING AND METRICS 2
Executive summary
The main aim of this report is to prepare the marketing plan for launching Oats of Uncle Tobys.
This report evaluated that Uncle Tobys is a renowned brand of breakfast that vision is to be
leading as well as, competitive company in the context of nutrition, health, and wellbeing. The
key findings of this report are that there are different factors that can affect the launching of
Uncle Tobys such as demographics, social, technological, political, environmental, and
economic factors.
It is also illustrated that some forces can influence Oats of Uncle Tobys in terms of obtaining
higher competitive benefits. These are the bargaining power of buyers, bargaining power of
suppliers, the threat of substitutes, threats of new entrants, and rivalry among competitors. This
report exhibited that the objectives of this product are to increase the profitability by 50% as it
aids to meet the aim of increasing market demand. Another objective is to extending market
share by 10% and increasing the customer’s base by 25% would support in attaining the goal.
The last objective of this report is gaining profitability by executing several communication
modes. It is also illustrated that the evaluation of sales targets would be supportive for measuring
the objective i.e. increasing sales. It is also found that the assessment of market share would aid
to measure whether a market share is increasing or not as compared to previous periods. It is also
addressed that social media platforms could be used for measuring brand awareness objectives in
an easy manner.
On the basis of analysis, it can be suggested that Uncle Tobys should focus on delivering healthy
and nutritious foods, premium pricing, direct distribution channels, and traditional and modern
promotional channel. It is found that for completing this marketing plan, there would be a need
of a total $28,600 projected budget.

STRATEGIC MARKETING AND METRICS 3
Table of Contents
Executive summary.......................................................................................................... 2
Background.................................................................................................................... 4
Current market situation analysis......................................................................................... 4
Marketing objectives........................................................................................................ 7
Marketing mix strategies.................................................................................................... 8
Marketing budget........................................................................................................... 11
Marketing measurements and metrics.................................................................................. 12
Conclusion................................................................................................................... 14
References................................................................................................................... 15

STRATEGIC MARKETING AND METRICS 4
Background
From the assessment task 1, it is identified that Uncle Tobys is a renewed Australian brand of
breakfast that is dealing for the last 127 years. This company was developed in the 1892 year. It
was originally established in 1861 years as Parson Bros. After the development of the name of
the firm, it has changed at different times until in the year of 1989 while it was formally named
‘Uncle Tobys’. It was previously an element of Goodman Fiedler Company. It was diversified in
the year of 2005 as well as, was bought through Cereal Partners Worldwide that is a joint venture
with Nestle and General Mills in the 2006 year. Uncle Tobys is presently dealt as a subsidiary
regarding Nestle. It is also experts in oats and cereals (Uncle Tobys, 2019).
It is also entailed in large scale production regarding other breakfasts. It also deals in all over
Australia. The vision of this company is to be leading and competitive firm with respect to
nutrition, health, wellbeing as well as, enhanced shareholder value. The mission of the firm is to
offer the best food to an individual by comprehending their requirements and preferences as well
as, subsequently developing a solution for the same when essential (Uncle Tobys, 2019).
The selected product is Oats. The advantageous of oats itself is to attract a large number of
consumers. Oats developed by Uncle Tobys are delicious and nutritious. It is also harvested
through professional farmers related to Indigo Shire and Riverina. They are also rich in the
context of wholesome flavor (Nestle, 2019). It also includes fibers, vitamins, proteins, minerals,
carbohydrates, and antioxidants. The main benefit is that it includes beta-Glucan and that is
supportive for lowering re-absorption about cholesterol. This oat has low contained sodium as
well as, it is a natural source related to energy (Uncle Tobys, 2019).
Current market situation analysis