BBMK605: IGA Australia Aussie Lamington Marketing Presentation

This presentation analyzes the marketing strategies for IGA Australia's Aussie Lamington. It begins with an introduction to management's role in controlling activities and estimating future actions. The product, Aussie Lamington, is described, including its unique characteristics. The assignment includes a competitor analysis, focusing on Woolworths, Aldi, and Coles. Target segmentation identifies key customer groups, such as children, young adults, and those with stable incomes. Consumer needs and potential problems are addressed, including the needs of customers with diabetes. The presentation covers current brand awareness, message objectives, and strategies like lab tests and surveys to address health concerns. It also discusses advertising tone, mandatories, and concludes with the importance of brand awareness, target segmentation, and clear advertising strategies. References to relevant academic sources are also provided.

MARKETING OF IGA AUSTRALIA: THE CASE
OF AUSSIE LAMINGTON

Introduction
Management
effective in terms of
controlling the activities
Helps in estimating the
future courses of actions
Assistance towards creating
advertisements for luring
large number of customers

PRODUCT
Aussie lamington
Fusion cake made from
butter cake and sponge cake
Coating of chocolate sauce
and desiccated coconut
Distinctive texture
Layer of cream and
strawberry jam

Competitor analysis
 Woolworths
Aldi
Coles

Target segmentation
According to the product, Aussie
lamington, the target
segmentation would be:
Children
Young adults
Customers with stable income
Customers not suffering from
diseases like diabetes

Addressing the consumer needs and problems
Customers suffering from diabetes and yet have sweet
cravings

Current brand awareness
Innovative packaging
Labelling
Social media

Message objectives and strategies
Objectives
To examine the manufacturing
process of Aussie lamington in IGA
Australia
To assess the health policies
developed by IGA Australia to satisfy
the specific tastes and preferences
of the customers suffering from
diabetes
Strategies
Conducting lab tests for regulating
and controlling the sugar contents
in the sweets
Conducting surveys regarding the
health history of the customers

Tone of advertising
Convincing
Alluring
Sympathetic

Mandatories for advertising
Proper and clear logo
Brand ambassador
Media
Legislations

Conclusion
Brand awareness is crucial for IGA
Australia in terms of reaching to large
number of customers
Target segmentation is assistance
towards increasing the sales revenue
and profit margin
Clear logo, packaging and labeling is a
direct form of advertising products like
Aussie lamington to the cust0mers
Strategies of lab tests and preparing
health reports would fulfill the
objective of catering to the health
needs of the customers

References
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Iga.com.au 2019. Independent grocers for Australia. Available at: https://www.iga.com.au/ [Accessed
on 29th Jan 2019]
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