Consumer Behavior Analysis: Sanitarium Marketing & Communication

This report provides a comprehensive analysis of Sanitarium's marketing and communication strategies, focusing on their product profile and target market. It delves into the demographics, geographic, and psychographic segmentation of their consumer base, evaluating the suitability of their products from a consumer perspective. The report reviews and presents various marketing strategies, including product placement, positioning, and pricing, offering recommendations for improvement. It also assesses the effectiveness of proposed strategies and suggests rethinking approaches to packaging and promotions, emphasizing the importance of aligning marketing efforts with different customer groups. The report concludes by addressing the legal and ethical requirements within the food industry, ensuring compliance with standards set by Food Standards Australia New Zealand (FSANZ).

Running Head: Marketing & Communication
Sanitarium
Marketing & Communication
Product Profile and Marketing Strategies

Marketing & Communication P a g e | 1
Table of Content
Part A-Develop a Product Profile...........................................................................................................2
Target Market....................................................................................................................................2
Product Features...............................................................................................................................2
Target Market Segment.....................................................................................................................2
Demographics................................................................................................................................2
Geographic....................................................................................................................................3
Psychographic................................................................................................................................3
Consumer attributes based on Market Profile...................................................................................3
Analysis of the Product-Suitability of the Product from Consumer Perspective................................4
Part B: Review and Present Marketing Strategies.................................................................................5
Part A.................................................................................................................................................5
Part B.................................................................................................................................................6
Part C.................................................................................................................................................7
References.............................................................................................................................................9

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Part A-Develop a Product Profile
Target Market
A Target market can be understood as the audience or the market towards which the company
intends to divert its marketing campaign. There are a number of Suburbs in Sydney which house a
wide range of Families, for the purpose of penetration of the company’s product the suburbs
selected are:
Harris Park-Harris Park is the best place in the west for liveability. A good connectivity of Public
transport, educational institutes, shops, eating joints and proximity to employment hubs makes it a
suitable market for Sanitarium.
Parramatta-It is the second best hub in the west. The highlights of the suburb are shopping,
telecommunication service, employment hub, strong culture and lowest traffic.
Rosehill-Another place in the west which has a good liveability index.
Product Features
Product features or attributes are the elements which make the product stand out in comparison to
its competitors (Steinhardt, 2017)
 Up & Go Liquid Breakfast- Protein, energy and dietary fibres of two weet bix and milk. High
on energy and nutrition.
 Light and Tasty whole grain cereal- Improves digestion, increases metabolism, high on fibre,
no preservatives.
 Maramite-Strong vessels used for storing food, no contamination
 Good Soymilk-High in Proteins, no carbs, less sugar, low on price, high on calcium, iron and
magnesium, preferred by patients with high cholesterol
 Weet-Box-Number 1 breakfast cereal rich in nutritional content and high in wholegrain fibre,
low sugar breakfast and high in energy

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Target Market Segment
Demographics
Age-5-65 years of Age (People of all ages)
Gender- Males & Females
Income- Middle –upper class
Education-Educated individuals and families
Occupation-Working professionals retired, pensioners, executives.
Geographic
Good population density and connectivity to employment hubs make it susceptible to the
professionals and executives. The climate is fairly pleasant.
Psychographic
Social Class-Old and New people with good information on the healthy breakfast eating habits.
Personality- Achiever, motivated people, health conscious people
Lifestyle-Shoppers, online consumer, social media aficionados, urban culture and good eating and
dressing habits.
Consumer attributes based on Market Profile
Attributes Habits
Routine Working class people who start early in the
morning.
Pensioners who typically rest all day and carry
gardening activities.
Newly wed couples with single child taking care
of their families
Requirements Healthy nutritional food for fulfilment of the
daily energy needs
Uncertainties The old breakfast eating habits, rich in unhealthy
junk food items and fruit juices.
Purchasing Power Moderate to high purchasing power parity. Also
the products are moderately priced to increase
the penetration of the products in the suburb
Usage of Products Start the day with healthy breakfast. Food on the
go, healthy juices while commuting to the jobs

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Analysis of the Product-Suitability of the Product from Consumer
Perspective
Attributes Habits Suitability
Routine Working class people who start
early in the morning.
Pensioners who typically rest all
day and carry gardening
activities.
Newly wed couples with single
child taking care of their families
The high energy breakfast is
suitable for the hectic
routine of people.
Requirements Healthy nutritional food for
fulfilment of the daily energy
needs
Product provides high
nutrition, with low calories
and less carbs, thus more
energy throughout the day
Uncertainties The old breakfast eating habits,
rich in unhealthy junk food items
and fruit juices.
Asian, Mid-eastern and
African people have their
own eating habits, difficulty
to break the habits
Purchasing Power Moderate to high purchasing
power parity. Also the products
are moderately priced to
increase the penetration of the
products in the suburb
People staying in the
western sub urban are of
Sydney have high
purchasing power which
can be seen from their
lifestyle.
Usage of Products Start the day with healthy
breakfast. Food on the go,
healthy juices while commuting
to the jobs
A great day start with a
healthy nutritious breakfast
on the table

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Part B: Review and Present Marketing Strategies
Part A
Strategy alignment with the Target market
 Marketing the product not just as a breakfast but a healthy snack at any time- This is a useful
strategy because the initial alignment is only with the morning food, but now with the
positioning as healthy snack at all times, widens the target group.
 Promote it as a health food- People staying in the suburbs are doing high power jobs that
require healthy food to take care of their health. Also the females in the family can use the
healthy food to boast the health of their overall family.
 Supermarket placement in both cereal and health food sections- The suburbs selected as the
target market are highly popular because of plethora of supermarkets, people go to shop in
the supermarkets, thus appropriate place to keep the product.
 Price points just above breakfast cereal- Premium positioning for the brand will help in
skimming the profits in a very nascent stage, thus an apt strategy.
 Introduce a 2 Pack to promote as children school box item-A perfect strategy to attract the
families with kids, the suburb is rich in families, thus more sales for the breakfast brand.
View on Product placement and positioning strategies
In my view the product is aptly placed because of the following rationale:
 The suburb is rich in population, health conscious individuals, and families with children and
so on. Such a target group is apt for the product strategy and the placement of the product.
The product is positioned as healthy breakfast snack at any time of day, exactly what is
required by the people, thus aptly positioned. The premium charged for the breakfast cereal
is also apt as people have good purchase power parity.
 The company is placing the product both in cereal and healthy food section in the
supermarkets, which is really cogent. As the USP of the item is providing health benefits to
individual with all its product offering and cereal food which is its core food offering. Thus
the combination of core offering and augmented offering is the right mix for the product.
Views on Pricing Strategy

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The pricing of the product is kept a little high over and above the normal breakfast cereal available in
the market. In my opinion it is apt as it will help in skimming the profits very early in the PLC and
later the price can be reduced to create mass penetration of the product. Also, the premium charged
can easily be perceived with the value the product is offering to its customer’s.
Influencing Choice in the target market
The product proposed by the company is apt; the same can be said even in respect to the marketing
mix of the product. The choice and behaviour of the target group will change as they will be pushed
towards healthy breakfast eating habits. The people in the suburb belong to different nationality
that has varied eating habits. The product targets each and every need of the target consumer thus
influencing them to adopt healthy breakfast eating habits in their diet plan on a daily basis.
Recommendation
Product Features- Specifying high nutrient value in the product to attract the health conscious
people.
Pricing- the Company should go with product bundling and sell the least sold goods in the category
to develop the taste within the individuals and further use it as an independent product.
Positioning- Position the product as the one stop solution for the morning dietary requirements
providing all the vitamins, proteins, calcium and minerals in just one meal.
Part B
The ad which is divided into 2 screens comparing people of different age group, time of the day,
people from different profession, interest and many more is an extremely well thought of
Advertisement. The ad encompasses possibly all the field in which one can foray in, ranging from
mathematician, to a surfer or even a footballer, the ad in totality is a true reflection of what the
breakfast need of the person should be. The ad also has done good positioning by depicting whether
one is born in the city or in the suburbs; everyone is entitled to a healthy breakfast, which is aptly
provided by the company. A true genius ad by all possible parameters.
The ad will absolutely have increase in sales if kids are shown the ad on their favourite TV cartoon
network, as the ad also aspires a child to become so much in his life. With so much to do in life, with
so much of competition, one really needs to have a check on the meal one is eating. The children will
definitely interact with the value of the ad and the positivity of the message portrayed in the ad.

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Part C
Effectiveness of the proposed strategies
The proposed strategies are well aligned with the type of breakfast item, product offering of the
company, customer segment and their behaviour and attitudes. The product scores high on all the
possible parameters of the breakfast and thus will penetrate the market easily, if provided by good
support of the marketing department. The product in all parameters will solve the problem of
healthy breakfast requirement and will bring in good sales for the company. It is the right product
for the right customers with the right pricing strategy.
Recommendation on Re-thinking strategies
 Different packaging for different customer group- If the product packaging has children, it
will automatically be perceived as the children food. Hence it is required that company puts
different packaging for all its food items. The mix and the variety of packaging will attract the
audience to grab their hands on the product.
 Marketing and Promotions- The marketing should be done both on the traditional and web
2.0 tools to create good awareness about the product and also to ensure the sales are
steady and good in the initial run
Company focus on the marketing Efforts
As mentioned earlier, the product to be marketed is in the best western suburbs of Australia, which
has good connectivity of trains, connectivity to employment hubs, good number of supermarkets,
schools and so on. Hence, the company will have to target all the possible section of the society with
different targeting option. For ex:
 Children to be targeted via use of advertising on the cartoon network and any other
channels which the children watch.
 Working adults to be targeted by the use of Social media and digital media marketing.
Mobile marketing can also be handy for targeting people on the go.
 Females to be targeted via social media strategy and newspaper and radio ads.
 For the old age people company has to go with radio ads and newspaper ads.
Thus, different targeting option for different customer groups will give desired result for the brand.
Legal and Ethical Requirement

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Food Standards Australia New Zealand (FSANZ) is the independent statutory body which maintain
the food safety and standard around Australia and New Zealand. The body ensures that companies
do not break any compliance to receive any undue benefit which might affect the health of the
individual people.
Similarly, the company has to ensure that it follows the entire ethical requirement in the production
of the food and also during its marketing and promotions. The company has to ensure that it does
not harm the local farmers and the people involved in the production of high quality breakfast cereal
and other products.

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References
Weinstein, A. and Winston, W., 2016. Defining your market: winning strategies for high-tech,
industrial, and service firms. Routledge.
Steinhardt, G., 2017. Product Definition Team. In The Product Manager's Toolkit® (pp. 29-38).
Springer, Cham.