Marketing Strategy and Plan: Centrum Advance Multivitamin for Adults

This report presents a comprehensive marketing strategy and plan for Darrel Lea Rocklea Road, focusing on the launch of Centrum Advance Multivitamin for Adults in the Australian market. It begins with an executive summary and an introduction to the organization, followed by a detailed situation analysis that includes market analysis, macro-environmental analysis (PESTLE), and micro-environmental analysis (competitor, company, consumer, and SWOT analyses). The report evaluates Darrel Lea's position in the confectionery market, considering its history, brand equity, and product portfolio, alongside competitor analysis highlighting strengths and weaknesses. The consumer analysis examines the target audience and their preferences, while the SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. The report concludes with recommendations for Darrel Lea to capitalize on market opportunities and achieve success with its new product launch, aiming to provide a strategic roadmap for the company's marketing efforts.