Strategic Marketing Plan and Metrics for Uncle Tobys Oats Launch

This report presents a strategic marketing plan for the launch of Uncle Tobys Oats. It begins with an executive summary outlining the report's objectives, which include increasing profitability, extending market share, and expanding the customer base. The report analyzes the current market situation, considering demographic, economic, social, technological, political, and environmental factors. It assesses the competitive landscape, including the bargaining power of buyers and suppliers, the threat of substitutes, new entrants, and rivalry among competitors. The marketing objectives are defined using the SMART framework, with specific goals for sales, market share, and communication. The marketing mix strategies focus on product attributes like health and nutrition, premium pricing, direct distribution channels, and promotional channels. The report includes a detailed marketing budget and metrics for measuring success. The conclusion emphasizes the importance of delivering healthy and nutritious food, premium pricing, and effective distribution and promotion. The total projected budget for the marketing plan is $28,600.

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

STRATEGIC MARKETING AND METRICS 5
On the basis of assessment 2, it is addressed that the given below are some factors that would be
considered in the assessment of current market position:
Demographic Factors
Age performs as one of the significant demographic variables regarding chosen uncle Tobys
products that are breakfast cereal. Moreover, Cereal being is one of healthier choices for
breakfast that emphasizes highly on children who fall under the age of 3 to 12 years and senior
adults who fall under 65 years of age (Ares, et. al., 2013).
Economic Factors
The cereal industry related to Australia experiences growth because of higher practices of cereals
at affordable rates. It would be supportive of the marketing strategies of Uncle Tobys as well as,
supportive in increasing the competitive benefits (E. Dobbs, 2014).
Social and Cultural Factors:
Under existing times, ready to eat cereal is becoming significant means in terms of sufficing the
breakfast requirement of those consumers who have a busy lifestyle. This cereal is increasing
popularity via a portrayal of the health benefits of consumers (Lüttgens & Diener, 2016).
Technological Factors:
In current times, it is addressed that cereals emerged out of a computerized and advanced
industry that is seeking newer advancements for declining the carbon footprints. It would also
offer an edge in the marketing activities, which is performed by the company and consequently
supporting for increasing competitive benefits as compared to its key market participants (Ma,
Huang, Kumar, & Strijnev, 2015).
Political and environmental Factors:

STRATEGIC MARKETING AND METRICS 6
It is required for Uncle Tobys for sticking to exportation as well as, the introduction of boards in
Australian New Zealand food standard code in terms of performing a feasible cereal production.
In addition to this, the firm is constrained through food and packaging laws regarding different
nations that put across through governing bodies (Takata, 2016).
Analysis of Competitive Environment
There are different newer entrants in processed as well as, packaged goods that results in
innovation as well as, newer manners for getting things done as well as, putting pressure on
Uncle Tobys for declining its rate, cost as well as, putting across newer value propositions for
consumers (Kotler, et. al., 2015).
Bargaining Power of Suppliers
Suppliers in leading positions can decline margins related to Uncle Tobys products within the
marketplace. There are different strong suppliers that apply to negotiate power for extracting
higher rates from such companies (Wensley, 2016).
Bargaining Power of the Buyers
Powerful and smaller base outcomes in the strong bargaining power of consumers and increasing
competency for seeking discounts and offers.
The threat of the Substitute Products or Services
The threat related to substitute products is stronger in case, it is putting across a value
proposition. It is distinguished from one offered through Uncle Tobys (Akcura, Sinapuelas, &
Wang, 2019).
Rivalry amongst Existing Competitors

STRATEGIC MARKETING AND METRICS 7
Uncle Tobys deals within a strongly competitive packaged and processed goods sector. The
rivalry hardly takes any toll on the overall productivity of the company (Puspitasari &
Machfiroh, 2018).
Marketing objectives
The main objective of breakfast cereal is to gain the profitability of Oats of Uncle Tobys.
SMART objectives:
The given below are the SMART objectives to be achieved in 2020 for the product:
Specific: Gaining profitability of Oats related to Uncle Tobys
Measurable: Increasing profitability by 50% would meet the aim of increasing market demand as
well as, rivalry
Attainable: Extending market share by 10% and increasing customer’s base by 25% would
support in attaining the goal
Realistic: The goal of gaining profitability could be attained by executing several communication
modes (Shefsky, Barnett, & Whitaker, 2017).
Time-Bound: Outcomes would be reflected within one year
Following objectives could be attained by categorizing the same into different elements:
Sales Objective –
Increasing sales and units sold over the year through adequate sales pitching as well as, revenues
close with the bulk of advertisement. Product enhancement would gain sales. There should be an
increment in sales of 5% in fix 6 months as well as, 8% in residual six months (Meng-Reiterer,
et. al., 2016).
Market Objective –

STRATEGIC MARKETING AND METRICS 8
The market share is to be gained by boosting brand awareness, sales pitching as well as,
advertising. The market share would increase by 3 to 5% in the initial quarter and then by 10% in
the next quarter (Gorash, et. al., 2017).
Communication Objective –
Communication objective is to increase brand awareness via sponsorships, events, and word of
mouth as well as, other tools.
Marketing mix strategies
Product
There are some attributes of Oats of Uncle Tobys such as a nutritious and healthy, well-marketed
consumer who is loyal to the brand, as well as, natural sources regarding high energy. This
product is also developed in the Australian market. Oats of Uncle Tobys is one of the leading
FMCG firms that proficient in breakfast cereal. Oats of Uncle Tobys has stronger backing of
Woolworths Home brand. The portfolio of products in its marketing entails breakfast cereals,
mixes, snacks, and beverages. Oats of Uncle Tobys provides ready to eat food items and cereal
bars. It is one of prompt together with a convenient breakfast cereal that is made of 100% whole
grain oats. It is one of source related to dietary fiber and protein (Gorash, et. al., 2017).
It would also focus on healthiness factor since oats are effective rather than any products as well
as, are a convenient meal for cooking. When the company would focus on only the Australian
market for branded breakfast options then it is valued somewhere in about thirty million. When
Uncle Tobys focuses on the market in volume terms then it would be slightly less than 0.15
million tonnes. Oats focuses on one-third of total volume as well as, it is valued at 20% of total
market share that is higher share (Winkler, Hasenbeck, Murphy, & Hermes, 2017).
Pricing

STRATEGIC MARKETING AND METRICS 9
The pricing strategy would be considered by Uncle Tobys is premium pricing. The product is
branded as well as, well known around Australia. The pricing of a product is higher as compared
to that of the average rate of that product predominant in the market. The little higher rate is
being charged due to the finest quality. The pricing approach of Oats is intended for keeping the
average rate for all of its products. Hence, it could be made accessible at a greater consumer
segment. Moreover, oats of Uncle Tobys is keeping consumer loyalty through providing
products at affordable rates without compromising on product quality (Pride & Ferrell, 2016).
The company observed that it would be supportive of increasing share when they presented their
products in different packs. In order to increase the awareness about the product, a small pack
was developed in the market with a rate of eight bucks. Concurrently, Uncle Tobyshas developed
the product presented in different pack sizes of one kg, 400 gr., and 200 gr pack sizes with price
benefit in bigger packs. It has developed tempting offers regarding the same prices for 1 and a
half kg pack as that of 1kg pack. It would them for moving their stock promptly (Blakeman,
2018).
Place
Due to the fact that Uncle Tobyshas has a well-set network regarding distribution, its Oats has
wider availability in the market. It would select its distribution networks as per different
condition that influences the buying selection of its consumers. It also considers the requirements
of consumers, the characteristics of the product it provides as well as, prevailing trade use in
local areas. Different distribution systems could be used for Oats such as customer warehouse,
direct store delivery, as well as, food services and vending distribution networks (Srivastava &
Singh, 2015).

STRATEGIC MARKETING AND METRICS 10
Oats operated through a wider distribution network such as a direct store delivery system that
permits it for delivering snacks to retail stores. The product is provided in retail stores and is
supportive of gaining the transparency of the brand. For Oats, meal kit distribution could be
entailed as a distribution channel that has higher potential growth (Palmatier & Sridhar, 2017). It
also motivates users for thinking about oats as dinner food, transforming perception to become a
renowned breakfast meal. In current times, for expanding the international business with regards
to nutritious, Uncle Tobys has initiated to start their first manufacturing services of Oats in
Australia. It has a wider production space with a higher capacity to make Oats yearly with well-
equipped production sectors (Van Looy & Shafagatova, 2016).
Promotion
The current promotional strategy entails advertisement via television, website advertisement as
well as other campaigns. It has a renowned personality feature for the promotion of its products.
Uncle Tobys Oats will also focus on a promotional campaign for promoting the products in
different manners via different channels. It entails both traditional channels like television and
radio as well as, modern channels such as social media (Farris, Bendle, Pfeifer, & Reibstein,
2017).
The brand emphasizes the latest promotional trend that prevails in the market together with,
accordingly selects its own promotional approach. In order to expand the application of Oats, the
company will develop an innovative campaign in the month of November through different
media like television and social media. It provides different cooking recipe options to the
consumer for creating cookies, oatmeal and muffins through Uncle Tobys Oats (Maté, Trujillo,
& Mylopoulos, 2017).

STRATEGIC MARKETING AND METRICS 11
There are some social media channels that would be used for endorsing products such as
Instagram, Twitter, and Facebook. The company would also emphasize hiring the culinary
experts as well as, other influencers in order to make a range of videos. The response to this
action could be positive or negative. But, in case of a negative review, the company can revert
back to resolve it in the least time consequently it would aid to increase the sales and market
share of the company (Van Looy & Shafagatova, 2016).
Marketing budget
The given below table depicts the marketing budget for the marketing mix:
Marketing expenses
Product
Launching product in market $4,500.00
Expenses for raw material $3,500.00
Place
transportation expenses $2,900.00
Price
Research and development for competitors product prices $1,700.00
Promotion
Traditional media
television advertisement $3,200.00
Newspaper advertisement $2,100.00
Radio $2,700.00
Events $6,000.00
Social media
Facebook $600.00
Instagram $900.00
Twitter $500.00
Total Amount $28,600.00
It is analyzed that there are different costs associated with 4P’s. The estimated cost of the
product is about $8000 that includes launching a product in the market and expenses for raw
material. The estimated cost of the place is $2,900 that would create through transportation. The
projected amount for the price will be $1,700 that would create via research and development for

STRATEGIC MARKETING AND METRICS 12
competitors' product prices. There are different promotional channels that require higher costs
such as for traditional media, there would be a need of $8000 and for social media, there would
be a need of around $2000. In this way, traditional media channels are television, newspaper and
radio as well as, modern channels is social media. In addition to this, the expenses of events
depend on the kind of events but the projected amount for the same is about $6000.
Marketing measurements and metrics
Following are specific metrics and measurement criteria that would be used for measuring the
objectives:
First objectives
Sales Target
The KPI tracks existing performance against Uncle Tobys goals i.e. increasing sales.
Furthermore, sales could be represented as a number of accounts, revenues, units sold and any
other measures that are feasible for the team. This sales KPI compares the achieved revenues
overtime period as well as, could be served as a channel for the sales team in order to enhance
their performance. With this KPI, it is significant for developing sustainable structures. Sales
teams would constantly pressure for achieving unattainable on the ideal path for burnout.
Through this KPI, Uncle Tobys can focus on earlier performance as well as, developing the
attainable future goals (Srivastava & Singh, 2015).
Second objectives
Market share
Market share is the number of units that are sold in a given time for Uncle Tobys as a percentage
for total market size. In case, market size is known, Uncle Tobys can suppose its own market
share as per its own sales data. It is prospecting for estimating revenue share through published