MKTP103: Marketing Plan for Emma and Tom Juice Bar - Energy Bars

This report presents a comprehensive marketing plan for Emma and Tom, a juice bar located in Prahran, Victoria, Australia, aiming to launch a new line of energy bars. It begins with an introduction highlighting the growing health consciousness in Australia and its impact on the food and beverage industry. The report includes a detailed situational analysis, starting with an overview of Emma and Tom and the Australian juice industry. It then proceeds with a PESTEL analysis of the macro-environment, followed by Porter's Five Forces analysis to assess the competitive landscape. A SWOT analysis is conducted to identify the strengths, weaknesses, opportunities, and threats for Emma and Tom. The report covers competitive positioning, segmentation strategies (demographic, psychographic, geographic, and firmographic), and the marketing mix (product, price, place, and promotion). The plan also considers the ethical and environmental aspects of the business. The report concludes with recommendations for the successful promotion and sale of Emma and Tom's energy bars in the Australian market, providing a strategic roadmap for their product launch and market penetration.

Running head: MARKETING PLAN
Marketing Plan
Name of the Student
Name of the University
Author Note

1MARKETING PLAN
Introduction
The average Australian is becoming increasingly health conscious with every passing
day. Health and wellness is a prime concern for all Australians, both young and old, and this
in turn is something that has affected the food and beverage industry in the country by quite a
considerable extent. Australian restaurants, cafes, bars and bistros are coming up new and
interesting varieties of food and drink that are highly nutritious in nature and which are
affordably priced as well, thereby catering to the health food preferences of the bulk of the
Australian population. This report prepares a marketing plan based on detailed situational
analysis that can be used by Emma and Tom, a renowned juice bar located in Prahran, which
is an inner suburb in the Australian state of Victoria for marketing a brand new product,
energy or health bars. The report concludes with a number of effective recommendations that
can be taken into consideration by Emma and Tom for the successful promotion and sale of
its energy bars in the Australian market.
1. About Emma and Tom
Emma and Tom is a juice company in Prahran in Victoria that was established by two
childhood friends, Tom and Emma, in the year of 2004. The company specializes in the
provision of high quality life bars, fresh fruit and canned juices and as well as refreshing iced
teas, all of which are entirely natural in concentration and do not contain any added
preservatives. The company has recently decided to come up with the marketing of energy
bars, to cater to a wider section of the Australian population that may not be too fond of juice
or iced tea, but would not mind digging into an energy bar or two to keep themselves healthy
and fit all through the year.

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Australian Juice Industry – An Overview
Australian Juice Industry is a part of the food and beverage industry of the country.
The juice sector has been growing at a considerable pace of late, especially because of the
preference for nutritious drinks among Australian adults and children. Trends reveal that
consumers prefer fruit juices now to the traditional flavored juices that were in existence
before in the market such as orange juice and apple juice. Many of these juice businesses are
also coming up with additional health food products like energy bars, that are made of
peanuts and oats, and which provide individuals with high degrees of nutrition when
consumed.
2. Macro Environment Analysis of Emma and Tom
2.1. PESTEL Analysis
Political – Australia is a country that can be termed as a constitutional monarchy with the
Queen, Elizabeth II being the head of the state. Australia is a member of the Commonwealth
of Nations and it is also a member of the World Trade Organization. The political climate in
Australia is a relatively stable one, though it has been drawing plenty of criticism in recent
times because of its mistreatment of migrant communities such as asylum seekers and
refugees. The stability that the political environment of Australia is characterized by is one
that will allow a business like Emma and Tom to launch its new energy bars in the Australian
market in a smooth and hassle free manner.
Economic – Australia is a developed nation and is considered to be one of the most powerful
economies of the world, being a highly self sufficient nation with vast natural resources to
fall back on. The economy was found to be growing at a steady pace of 2.4% since in the
year of 2017 which in turn has led to a rise in the valuation of business in Australia, a rise in
household income and of course a rise in the purchasing power of the people.

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Social – Australian society today is a cosmopolitan society. The Australian population is one
that is comprised of people from diverse economic backgrounds, diverse cultural and ethnic
backgrounds and diverse religious backgrounds as well. Christianity is the dominant religion
in Australia with white Australians being the dominant ethnic communities. Other ethnic
communities that are seen to be residing in Australia include Indians, Chinese, Americans
and Europeans.
Technology – Australia is one of the most technologically advanced countries in the whole
world. Technology in the country has been developing at a rapid pace, and marketing of
products and services is something that is mostly carried out through the use of e-commerce
platforms. Emma and Tom juice bar will be able to rely on the use of ecommerce platforms
such as Amazon in addition to the use of mobile apps to market its new energy bar.
Environment – Australia is characterized by a rich natural environment and most Australians
are aware of the risks of global warming which is why green living or eco friendly living is
commonly practiced in this part of the world. Emma and Tom Juice Bar needs to manufacture
and market its energy bar in an eco friendly way, without harming the surrounding natural
environment in any way, if it is to attract the interest of customers in large numbers.
Legal – The trade laws in the country of Australia are relatively fair as are the competition
laws and the consumer laws. Emma and Tom Juice Bar will be able to count on and fall back
on a stable and secure legal framework to market its new energy bar without inviting any
legal trouble for the company at any given time.
2.2. Porters 5 Forces Analysis
Competitive Rivalry – There are many health food bars and bistros that are in operation
across the length and breadth of the country of Australia, including in Prahran, Victoria
where Emma and Tom juice bar is based. Most of these bistros and juice bars manufacture

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delicious energy bars for wide scale customer consumption, given the wide demand for such
products among the Australian populace. Hence the competitive rivalry for Emma and Tom is
likely to be quite high.
Supplier Power – Supplier power for Emma and Tom is certain to be quite limited or low.
Given that there are so many energy bar and health food manufacturers in Australia, suppliers
cannot act high handed when approached for the supply of quality ingredients for producing
the nutritious energy bars that Emma and Tom will launch in the Australian market.
Buyer Power – The Buyer power is going to be very high for Emma and Tom as far as it’s
the marketing of its new energy bar is concerned. This is because consumers have so many
different options to choose from when it comes to the purchase of energy bars and that too at
highly competitive rates.
Threat of Substitution – Given the prevalence of energy bars and other nutritious products
all over Australia, including in Prahran, Victoria, there is every possibility of a new business
coming up in the food industry in Australia that can replace the energy bars of Emma and
Tom with something better. The threat of substitution is therefore high.
Threat of New Entry – The food industry in Australia is one that is growing at a steady
pace, and because of the high demand for health food among the Australian populace now,
more and more food businesses are coming up that can pose a threat to Emma and Tom juice
business, especially to the new energy bar of this company. There can be new businesses that
suddenly emerge and provide the target audience of Emma and Tom with better quality
energy bars to choose from at possibly an even cheaper price. The threat of new entry is
therefore high.

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3. Micro Environment Analysis
3.1. SWOT Analysis
Strengths – One of the biggest strengths of Emma and Tom juice business in Australia is that
all of its products are entirely natural in their composition. None of the products, including
the new energy bars that are about to be marketed, contain added preservatives in them, and
are composed instead of fully natural ingredients that are easy on the stomach and highly
nutritious in nature. The food products like refreshing iced teas, juices and bars by Emma and
Tom are minimally processed as well. The company is also serviced by a competitive and
efficient staff that works for long hours in a day to make sure that customer needs and
requirements are duly met.
Weaknesses – The price of the juices, bars and iced teas offer by Emma and Tom are slightly
high, primarily because of the fact that these are entirely natural in composition. The shelf
life is also minimal for these food products because of their natural composition, implying
that they perish easily and need to be consumed within a short span of time upon being
purchased.
Opportunities – The increasing preference for health food products among the Australian
population implies that there is every opportunity for Emma and Tom to expand its business
in the country. The business is certain to be able to locate a substantive target audience for its
new energy bars, given that every third Australian is conscious about eating healthy and
living healthy all the year through.
Threats – There is always the threat of Emma and Tom losing out to juice and health food
businesses that offer customers with similar products at cheaper prices. Customers may
always prefer to buy an energy bar or a bottle of fruit juice at a price that is less than the price

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at which Emma and Tom sells it, because of it being hundred percent natural in its
composition.
4. Competitive Positioning
Based on the theory of competitive advantage, Emma and Tom Juice Business will
Make its new energy bar stand out in the Australian market in the most unique way possible.
The energy bars will be packaged and sold in bio degradable materials, and three energy bars
shall be rolled into one large pack, so that customers get to dig into three of these upon a
single purchase.
5. Segmentation
Demographics – The new energy bar will cater to people of all ages, be it children, the
youth, adults, or people in their old age. This is because people of all ages are known to be
fond of consuming health food in Australia, and not just the youth or the middle aged alone.
Psychographics – The new energy bar by Emma and Tom will cater to people who are
interested in living a healthy life. The energy bar which is made of high quality peanuts and
oats will be received well by individuals who are conscious of what they eat, and who prefer
such nutritious foods over the intake of junk food.
Geographic – The sale of the energy bars by Emma and Tom will of course be restricted to
the country of Australia. These will be sold in person at the juice store in Prahran and will be
available for sale as well through the company website as well as ecommerce platforms such
as Amazon.
Firmographic – Given that Emma and Tom is a thriving business but not a business that is
very large in size, it will limit the sale of its energy bars to its existing target audience for

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juices and refreshing iced teas in the initial stages of the product launch. Based on its success
in the Australian market, the target audience for the energy bars by Emma and Tom can be
expanded to a wider audience.
6. Marketing Mix
Product – The product that is being marketed is the new energy bar by Emma and Tom. This
energy bar is made up of peanuts, oats and raisins and is ideal for consumption for health
conscious people in Australia. The product is free from additives, and chemical preservatives,
and is therefore likely to be easy to digest. Given the fact that the energy bars are free from
chemicals, these are also likely not to trigger adverse consequences in those who consume
them.
Place – The place where the new energy bar by Emma and Tom will be marketed is at its
main business center in Prahran, Victoria, and through its website online as well as on
ecommerce platforms from where the product can be bought by people all over the country at
any given time of the day or night.
Price – Efforts will be made to keep the price of the new energy bar as competitive as
possible so that it caters to the interest and requirements of the target audience almost
immediately upon its launch in the market. The price of the energy bar will be fixed at $ 50 to
begin with, and based on its success, the company will increase the price of the bar to a
higher figure.
Promotion – Emma and Tom is a business that will make extensive use of social media
platforms for the adequate marketing of its new energy bar. Social media platforms like
Facebook, Instagram and Twitter will be widely used by Emma and Tom juice business to
create awareness about its new energy bar by highlighting the many advantages of consuming

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it along with exciting new pictures of the product. Leaflets about the new energy bar and the
benefits of consuming it will also be distributed at shopping malls, departmental stores and
health food centers in Prahran.
Recommendations for Successful Marketing
The following recommendations ought to be taken into consideration by Emma and Tom
Juice Business for the successful marketing of its new energy bar in the Australian market –
 The business should offer the newly launched energy bars at exciting rebates or
discounted rates in order to encourage the attention of the target audience. Students,
people who are in their youth and who do not have high purchasing power will be
tempted to buy such nutritious energy bars if these are made available to them at
prices that are lower than the usual market price, through regular deals and discounts.
 The business should mention clearly on the packet of the energy bar that it contains
peanuts, warning those who are allergic peanuts about the adverse consequences that
they could be subjected to if they consumed these energy bars. The warning should be
mentioned in bold and with clarity so that those allergic to peanuts refrain from the
consumption of these energy bars.
 The fact that these energy bars are entirely free from additives and chemicals must
also be clearly mentioned on the product packet. This will inform customers that what
they are about to buy and consume is fully natural in terms of ingredients.
Conclusion

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Thus, marketing the new energy bar in Prahran and other parts of Australia is
something that the Emma and Tom juice business can do quite successfully, given the huge
preference for health food among the Australian population. The energy bars by Emma and
Tom are delicious to taste, are highly nutritious in their concentration and are also easy to
digest, while being affordably priced at the same time, thus catering the requirements of its
target audience easily and helping the average Australian to lead his or her life in a healthy
and happy way.