Arnott's Cracker Chips: Brand Management, Segmentation, and Launch

This report provides a comprehensive analysis of Arnott's Cracker Chips, examining various aspects of its brand management and marketing strategies. The report begins by identifying the key differentiators of the cracker chips, focusing on how they connect with the Australian market through quality and campaign initiatives. It then evaluates the effectiveness of Arnott's segmentation and target market strategies, including methods for assessing market segments and targeting the most profitable areas. The report also explores Arnott's use of secondary extension strategies, such as new recipes and flavors, along with the challenges and successes encountered. Finally, it delves into the elements used to position the product in the market, including promotional campaigns and product features. The report concludes by referencing relevant sources such as Australian Food News and academic marketing texts to support its findings.

Running Head: ARNOTT’S CRACKER CHIPS 0
Brand Management

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Arnott’s Cracker Chips
Answer 1: Three points of difference between the Arnott’s cracker chips
The launching of Arnott’s cracker chips has several differences. It has made this cracker
chips by assessing the love of Australia for these cracker chips. The first difference in its
cracker chips comes where every Australian person can share as well as connect with the
other. The reason behind launching this cracker chips is its quality and ultimate cracker ritual
in Australia. It has started the campaign for celebrating the love of cracker. It is the most
essential difference of the Arnott’s cracker chips. Besides this, this campaign of Arnott’s also
calls the entire biscuit lover to share how they have enjoyed the cracker chips. In addition, it
has also found that gifts attract the customers. Therefore, at the time of launching, it has also
announced that from the sharing of their enjoyment ton Facebook, top ten entries will win the
supply of their one favourite Arnott’s shape flavour.
Answer 2: Arnott’s brand manager could assess the effectiveness of segmentation and target
market in several ways. For evaluating the market segment, it must decide on targeting that
which segment it want to serve. For ensuring this, it could evaluate the current market
segment. In this step, the attractiveness of several segments in the market is also seen for
determining which segment is worth. In addition to this, company is also required to collect
and then analyse the data. It could collect the data by current sales in segment; anticipate
profitability of these segments, or growth sales (Lindberg, Nichols & Yam, 2017). It could
also assess the structural factors with the help of porter’s five forces. For instance- it will
become easy to find out the attractiveness of the market.
After the assessment of market segment, it could select the most profitable for the company.
Target market is the integral part of any marketing strategy. After the segmentation of
market, it is essential to target the market. Arnott’s could assess the effectiveness of its
targeting strategy in number of ways (Weinstein, 2013). It can use the marketing
communication by knowing their consent or feedback for the product. It could also make a
page for knowing the effectiveness of its target market. In addition, it could also look at the
current customer base; this will help in knowing the effectiveness of its target market. In
addition to this, the effectiveness of targeting strategy can also be assessed by seeing the
growth of the product as compare to its competitors.

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Answer 3: In launching the cracker chips, Arnott’s has effectively used the secondary
extension strategy. It has used the new baling method and recipe for the Arnott shapes which
some of the customers labelling as revolting and cheap. It has also introduced the new
flavours in multiple boxes and packs. It this process, it has also made the twists to the old
favourite’s recipe like Barbecue, and Pizza. However, it has also faced some of the problem
due to changing the shapes of pizza. Some of its customers have also argued for changing the
shape of Pizza (Cravens & Piercy, 2016).
In order to launch the cracker chips, Arnott’s could also use the brand extension strategy.
This strategy has become quite attractive in the recent business environment. With the help of
this strategy, companies prefer the brand extension rather than coming up with new product.
This also results in minimising the risk for the Arnott’s (Martinez & De Chernatony, 2014). It
also proves to be successful for the company because of the less advertising cost and less
market research. In addition to his, it could also change the packaging of the product and
provide some discounts to the customer for its existing product. For using the secondary
extension strategy, this also proved to be successful for the Arnott’s. Repackaging of product
could also help it in improving its target audience. Changes in packaging can be done in
colour, size of the package, design element, displaying of words or images as well as the type
of font. By providing the products in discount, it can also sell the large amount of products in
the high volume. In its extension strategy, it can also decrease the cost and remain
competitive.
Answer 4: It is true that while launching a new product; it becomes essential to use the
different element for position the product in market. Similarly, Arnott’s has also used several
elements in order to position its cracker chips in the Australia market (Dragicevich, Williams
& Ridges, 2016). It has done promotion on the Sydney Harbour. Using this, it has provided
the information related to its product. Using this promotion strategy, it has also provided the
chance to visitors for matching their own unique combination of the Arnott shape flavours
and after this snap their moment with the Sydney harbour Bridge and Opera house. Besides
this, it has also promoted its product on the Facebook page. By providing the winner scheme
also, it has promoted its new product.
In addition to this, for celebrating the Australian people love for crackers, it has launched the
cracker campaign. This campaign also invites the people to share their experience regarding
how they enjoyed the Arnott’s shape on page of their Face Book. Therefore, the top ten

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entries will win the Arnott’s shape flavour of their favourite. This is how it has used these
elements in order to position it in the market (Australian Food News, 2019). Besides this, for
positioning its product in the market, it comes with the unique product that is available in the
three flavours. Due to the increasing people’s consideration towards the healthy product, it
has stated that this cracker chips contain 70% of the wholegrain brown, corn, rice, and seeds.
Therefore, it has added the benefits in its product so that people can also enjoy the snacks in
their moderation (Australian Food News, 2019).

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References
Australian Food News. (2019). Arnott’s launch Vita-Weat Cracker chips. Retrieved from:
http://www.ausfoodnews.com.au/2017/08/30/arnotts-launch-vita-weat-cracker-
chips.html
Australian Food News. (2019). Arnott’s launches3whatacracker campaign. Retrieved from:
http://www.ausfoodnews.com.au/2018/06/06/arnotts-launches-whatacracker-
campaign.html
Cravens, D. W., & Piercy, N. (2016). Strategic marketing (Vol. 6). New York: McGraw-Hill.
Dragicevich, H., Williams, P., & Ridges, L. (2016). Survey of health claims for Australian
foods made on Internet sites. Nutrition & Dietetics, 63(3), 139-147.
Lindberg, R., Nichols, T., & Yam, C. (2017). The healthy eating agenda in Australia. Is salt a
priority for manufacturers?. Nutrients, 9(8), 881.
Martinez, E., & De Chernatony, L. (2014). The effect of brand extension strategies upon
brand image. Journal of consumer marketing, 21(1), 39-50.
Weinstein, A. (2013). Handbook of market segmentation: Strategic targeting for business
and technology firms. United Kingdom: Routledge.