MKT10008 Marketing Report: George Weston Foods - Snack Foods

This report provides a comprehensive analysis of George Weston Foods, a prominent Australian food manufacturer, specifically within the snack food industry. The report begins with an introduction to the company, followed by a detailed company and brand analysis, highlighting its products, market position, and key competitors, including Woolworths and Coles. The core of the report focuses on the marketing strategy, examining the target market, positioning, product, price, promotion, and place strategies (4Ps). The report emphasizes the company's differentiation positioning strategy and cost-based pricing. The report also explores the promotional strategies, including advertising, public relations, and online distribution channels. The report concludes with a discussion of the key findings and recommendations for George Weston Foods' marketing approach, supported by references to relevant marketing literature.

Report on snack foods Australian
manufacturing company

INTRODUCTION
George Western Foods is the largest food product organisation in
Sydney, Australia. The organisation is specialised in selling
bread, flour, meat etc. It was owned by Associated British foods
plc. The organisation was established by George Weston in 1882.
In this report, company's analysis, its competitors and brand
analysis has been done. Further, marketing strategy for the new
product is made in which positioning, product, price, promotion
strategies are mainly focused (Akgun and et.al., 2017). These
strategies have analysed the company's new strategies and
development areas.

Company Analysis
 George Western Foods is very famous organisation in Australia
 Parent company of this organisation was Associated British Foods
plc.
 There are 140,800 employees products.
 Retail brands of the organisation are bakery brands, Jioe fresh,
Moulin rouge, Gadoua.
 Overall revenue of the company is $32.742 billion.

Brand Analysis
 The organisation operates mainly with bread, flour, processed
meat, Tip top, Jasol, KrCastlemaine, Weston milling
 Moved to fish processing business and chooses eastern and
western coast of oceans
 Focused on serving Canadian wheat
 Acquired Scottish biscuits' maker company
 annual sale of $2.8 billion

Key Competitors
 The main competitors of George Weston Foods are Woolworth,
Tesco, Coles Supermarket.
 Woolworth is supermarket store in Australia which has accounted
80% of the Australian market.
 Tesco is listed top in the list of London stock Exchange.
 Coles is providing the best online services to the people

Target market
 The organisation has targeted mainly adults and youngsters.
 Currently it has targeted all the age group people to increase their
productivity and popularity.
 it has opened its stores near coastal and public areas.
 they have provided various discounts and offers on their food
items

4P's of marketing strategy

Positioning strategy
 George Weston foods have adopted differentiation positioning
strategy.
 symbolic positioning is used by George Weston Foods to identify
ego, social belongingness and self image in the market.

Product strategy
 The organisation has adopted low price product strategy
 The firm has also focused on developing new products like Don
Krc etc. .
 The firm has also concentrated on packaging options

Price strategy
 The organisation has adopted cost based pricing strategy.
 The organisation has used this strategy to lead all the supermarkets
and increase their overall sale.
 ]t has to launch club card system

Promotional strategy
 Advertising promotional strategy iis used by George Weston
Foods.
 Use TV and radio for promoting their products.
 They have advertised their products on social media websites.
 public relations also plays significant role in maintaining the
organisation image
 Personal selling and sales promotion are another important part of
integrated market communications.

Place strategy
 The organisation has now employed online channel of distribution
of the products.
 The firm has also used transportation channel like lorry, truck and
vans to increase direct selling and offline sales.
 The channel members have taken advantage of online mode to
access the information.