MKT10007 - Purchase Experience of Tim Tam: A Marketing Report Analysis

This report provides a comprehensive analysis of the Tim Tam purchase experience, examining how the marketing mix (product, place, price, and promotion) influences consumer decisions. The report, based on a purchase from a Coles store in Australia, explores the product category (FMCG), and details the 4Ps of marketing, including product features, distribution strategies, pricing power, and promotional activities. It also analyzes the brand's appeal to its target audience (20-35 year olds and families), characterizes Tim Tam as a person, and discusses its brand positioning as a premium confectionary at a competitive price point. The report concludes that the marketing mix effectively drives purchases and that the brand positioning is consistent with the product's appeal.

Running Head: PURCHASE EXPERIENCE OF TIM TAM
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PURCHASING EXPERIENCE OF TIM TAM
System04121
9/7/2019

PURCHASE EXPERIENCE OF TIM TAM 1
Contents
Introduction................................................................................................................................2
Product category.........................................................................................................................2
4P’S Market Analysis................................................................................................................2
Product:..................................................................................................................................2
Place:......................................................................................................................................3
Price........................................................................................................................................3
Promotion...............................................................................................................................3
Brand (audience appeal).............................................................................................................4
Tim Tam as a person..................................................................................................................4
Brand Positioning.......................................................................................................................4
Conclusion..................................................................................................................................5

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Introduction
Tim Tam is a brand of chocolate biscuit and it is prepared by an Austrian based business
known as Arnott’s. It is made by 2 malted biscuits which are then unglued by a light
chocolate with the filling of cream which is coated in thin layer of textured chocolate. The
biscuit was created by Ian Norris, who was the manager of food technology at Arnott's.
During the year 1958, this report analyses is about how Tim Tam from Arnott’s used the
marketing mix to power consumer decisions regarding purchase. The report also classifies
and examines the brand positioning, and the constancy of the marketing mix, both inside and
with the brand placing. This report refers is based on the to one purchase, at Coles store in
Australia, on 07/09/19.
Product category
Tim Tam is a brand of chocolate biscuit and it is made by an Austrian based company known
as Arnott’s. It is made by 2 malted biscuits which are then separated by a light chocolate with
the filling of cream which is coated in thin layer of textured chocolate.
This product fall into the category of FMCG products, FMCG products are basically the
consumer packaged products that are sold very fast and also have low cost (Vargo, and
Lusch, 2014)
4P’S Market Analysis
Product:
Tim Tam offers various designs in its packaging. The weight of the product ranges from 175g
to 200g. It offers a very wide range of calories level. Tim Tam has various different kinds of

PURCHASE EXPERIENCE OF TIM TAM 3
flavours which help in satisfying the needs and wants of the customer. The main key of Tim
Tam’s success is that it focuses a lot on the innovations in the product. To a self-assured
extent, it has successfully helped the core aids to customers as imitated by increasing market
share and sales (Resnick, Cheng, Simpson, and Lourenço, 2016).
Place:
Arnott’s Tim Tam have a very good and successful in their place distribution system. Tim
Tam’s distribution is done by transferring the storage at warehouse to the retailers. By the use
of this model the orders are loaded to a truck and then they are directly transported to the
retailers. Through this process the retailers are responsible for moving the product from the
warehouse. This is an innovation by the company which makes it different from the
competitors (Baker, 2016).
Price
Tim Tam retails at $3.50 to $3.65. Arnott’s Tim Tam has a strong location in comparison to
most of the influential customers; the pricing power can be discussed as a price war among
Tim Tam and the supermarket Coles in the recent years. In the year 2015 October. Arnott’s
commanded for an upsurge in its chocolate and biscuit brand by 10%, but Coles repudiated
the proposal and the war instigated as the company reduced and cut the supply of their
products to Coles. After 10 days due the shortage of stock at Coles, it has to accept the
proposal. This simply shows that the pricing power of Arnott’s is high.
Promotion
Arnott’s Tim Tam has touched many levels of marketing which included production oriented,
social oriented and market oriented. Tim Tam’s is market by using the promotional mix.
The company also has good relations with the retailers. Tim Tam is able to promote at large
supermarkets. Tim Tam also run some occasional sales and promotions in the supermarkets

PURCHASE EXPERIENCE OF TIM TAM 4
in order to keep up with the communication with the customers. Others ways of its
promotion are through the use of social media like twitter and Facebook which helps the
brand to communicate the important things and also helps in to take feedback from the
customers (Nuseir, and Madanat, 2015)
Brand (audience appeal)
After the analysis of 4P’s of this brand. It is seen that the types of people it will appeal would
be to the people with the age between 20-35. This appeals to the kids the most as the children
like more of chocolates and candies. This product appeals to families as this is kind of desert
treat for the family. Tim Tam is an inexpensive product and thus it appeals more people as it
is affordable to buy (Berthon, Pitt, Plangger, and Shapiro, 2012).
Tim Tam as a person
If Tim Tam was a person, he would have the following characteristics
 A male between 15-20s
 Brown hair
 Tall
 Energetic
 Classy and sophisticated
 Creative
 Happy and easily pleased person
Brand Positioning
Tim Tam will continue to be positioned as a premium confection range and priced at a
significant lower price in comparison to the market of confectionary. It has its own signature

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packing and apart from this they also produce limited edition and seasonal chocolates for all
the major holidays (Śliwa-Dominiak, and Deptuła, 2010).
Conclusion
The marketing mix for Tim Tam is operative in impelling customers to purchase the product.
The brand positioning is that of a best product expressing the best option for kids and family
with a sweet tooth. The mix is within reliable and steadily chains the product placing.

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REFERNCES
Baker, M.J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). New York:
Routledge.
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0,
social media, and creative consumers: Implications for international marketing
strategy. Business horizons, 55(3), pp.261-271.
Nuseir, M.T. and Madanat, H., 2015. 4Ps: A strategy to secure customers' loyalty via
customer satisfaction. International Journal of Marketing Studies, 7(4), p.78.
Resnick, S.M., Cheng, R., Simpson, M. and Lourenço, F., 2016. Marketing in SMEs: a “4Ps”
self-branding model. International Journal of Entrepreneurial Behavior & Research, 22(1),
pp.155-174.
Śliwa-Dominiak, J. and Deptuła, W., 2010. Characteristics of TIM and TAM
receptors. Advances in Agricultural Sciences, 13(1), pp.89-95.
Vargo, S.L. and Lusch, R.F., 2014. Evolving to a new dominant logic for marketing. In The
Service-Dominant Logic of Marketing (pp. 21-46). Routledge.