CMU304: Comprehensive Marketing Communication Plan for Weet Bix

This marketing communication report analyzes the Australian breakfast cereal, Weet Bix, produced by Sanitarium. The report details the product's overview, market analysis, and segmentation, identifying the target audience. It establishes marketing communication objectives, including brand awareness and consumer interest, and proposes an alternative creative advertising approach focused on environmentalism. A comprehensive media plan, including estimated budgets for various media vehicles like magazines, television, and the internet, is outlined. The report concludes with an evaluation strategy to measure the effectiveness of the marketing communication plan, providing insights into how Weet Bix can maintain its strong market position. The report also analyzes the cereal market in Australia, focusing on consumer behavior and market trends.

Running head: WEET BIX: MARKETING PLAN
WEET BIX: MARKETING PLAN
Name of the student
Name of the university
Author note

1WEET BIX: MARKETING PLAN
Executive Summary
The respective paper is a Marketing Communication Report of Australia’s one of the
most famous breakfast cereal company, Weet Bix. The report focuses on the marketing
segmentation of Weet Bix, which is considered to be Australia’s most important, famous
breakfast cereal which is glutton free, cholesterol free and a healthy option for the Australians in
the global sedentary lifestyle. The paper is a marketing communication report which provides
marketing objectives of the company, its current marketing position, the current segmentation,
current target audience segmentation analysis with at least five advertising objectives and
developing a media plan as to how to communicate with the target audience in the local as well
as global market.

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Table of Contents
Introduction.................................................................................................................................................3
Product Overview....................................................................................................................................3
Market Analysis of the product...............................................................................................................4
Market Segmentation of the product........................................................................................................6
Marketing Communication Objectives....................................................................................................8
An Alternative Creative advertising........................................................................................................9
Media plan.............................................................................................................................................10
Evaluation.................................................................................................................................................11
Conclusion.................................................................................................................................................11

3WEET BIX: MARKETING PLAN
Introduction
The respective paper is a Marketing Communication Report of Australia’s one of the
most famous breakfast cereal company, Weet Bix. The report focuses on the marketing
segmentation of Weet Bix, which is considered to be Australia’s most important, famous
breakfast cereal which is glutton free, cholesterol free and a healthy option for the Australians in
the global sedentary lifestyle. Weet Bix comes at various ranges of flavor, including malty flavor
which is appropriate to start the day as a breakfast menu. Weet Bix consists of 97 per cent of
wholegrains with goodness of fiber and complex carbohydrates and also provides the consumers
with rich sources of iron and Vitamin B1, B2 and B3 which enables the consumers with energy
for the whole day (Sanitarium.com.au). Weet Bix is fatless and sugarless and consists of five
essential vitamins and minerals for an all over and holistic nutritional substitute as a breakfast for
the Australians who are in sedentary as well as active lifestyle in the global, competitive world
where nutrition is of utmost importance. Weet Bix is a breakfast cereal which has been enjoyed
by most of the Australians for several decades and is considered to be the most important and
healthy Australian food product which is present at every household of the nation and enjoyed by
all people from various age groups and gender (Sanitarium.com.au). The paper is a marketing
communication report which provides marketing objectives of the company, its current
marketing position, the current segmentation, current target audience segmentation analysis with
at least five advertising objectives and developing a media plan as to how to communicate with
the target audience in the local as well as global market.
Product Overview
Weet Bix is a product of the parent company Sanitarium, which is a food company whose
product portfolio includes liquid breakfasts, light, tasty and wholegrain breakfasts(Weet Bix) and

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soya milk. Weet Bix, which is considered to be Australia’s most important, famous breakfast
cereal which is glutton free, cholesterol free and a healthy option for the Australians in the global
sedentary lifestyle. Weet Bix comes at various ranges of flavor, including malty flavor which is
appropriate to start the day as a breakfast menu. Weet Bix consists of 97 per cent of wholegrains
with goodness of fiber and complex carbohydrates and also provides the consumers with rich
sources of iron and Vitamin B1, B2 and B3 which enables the consumers with energy for the
whole day. Weet Bix is fatless and sugarless and consists of five essential vitamins and minerals
for an all over and holistic nutritional substitute as breakfast for the Australians who are in
sedentary as well as active lifestyle in the global, competitive world where nutrition is of utmost
importance. Weet Bix is a breakfast cereal which has been enjoyed by most of the Australians
for several decades and is considered to be the most important and healthy Australian food
product which is present at every household of the nation and enjoyed by all people from various
age groups and gender (Weetbix.com.au).
Market Analysis of the product
A market analysis of a product is the study of dynamism of the market. Marketing
analysis can be defined as a business plan that provides with information regarding the market at
which the product is about to get launched for operation. Market analysis deals with numerous
factors such as market size, growth rate of the market, market trends, market profitability, key
success factors, market segmentation, distribution channels and industry cost structure (Burns,
Bush and Sinha 2014).
Market category of the product
The product Weet Bix can be categorized as a readymade cereal product in the Cereal
food and Baking market of Australia. The product Weet Bix has around 47 per cent share in the

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cereal food market of Australia which is colossal and promising (McCann, Krause and
Sanguansri 2015).
Market Size
The cereal food and baking mix market of Australia has been progressing and expanding
its dimensions with the gross revenue of almost $3 billion, according to the market census and
research portals.
Market potential
The factors such as health and wellness still dominate the food industry of Australia,
especially, the cereal industry. The importance of a wholesome breakfast in the obesity epidemic
of Australia has helped products such as Weet Bix to be dominated in the Australian food market
successfully and victoriously (Warin et al. 2017).
Market structure
The market structure where Weet Bix product is placed and launched is an oligopoly
market with other competitors such as Kellogg’s cereals and Uncle Toby’s whole grains.
Oligopoly is a market structure with small number of firms, each having significant competitors
but keeping each other from having significant influence in the market in a competitive arena,
both globally as well as locally (Nhundu, Paelo, Thosago and Vilakazi).
Market Trends
The Cereal and Bakery market of Australia has been highly impacted and influenced due to
increase in awareness of healthy eating and fitness in the obesity epidemic of the global society
(Nhundu, Paelo, Thosago and Vilakazi).

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Market Segmentation of the product
The cereal market in the Australian context can be divided into four groups or categories,
which includes: The sweet tooth consumers, the health conscious consumers, the body watcher
consumers and the heavy energy consumers. Weet Bix has promoted its products for the four
groups or categories of customers mentioned above.
1. The sweet tooth consumers are nearly at the age between 5 to 12 years seeking best taste
(Elliott et al. 2016).
2. The health conscious consumers are mainly interested in cereals which provide them with
holistic nutrition, with an amalgamation of carbohydrates as well as iron and protein, in
order to have a balanced and healthy diet.
3. The body watchers are especially women aged between 25 to 30 or late 30s who are
extremely body image conscious.
4. The heavy energy consumers are those who fall under an over active lifestyle with a
plethora of sports and exercises involved in their daily lives (Elliott et al. 2016).
Segmentation Variables Factors Explanations
Geographic All over Australia and New
Zealand, also encouraging
export to the United States.
The product has been
estimated to be approaching to
the diverse communities of
Australia and New Zealand.
Demographic Age 5 to 60 (approximately). The target customers of the
product includes children from
the age of 5 to 12 in the
context of preferences of taste,

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young and middle aged men
who have an active lifestyle
including vigorous physical
exercise who are around 20 to
45 years old who are heavy
energy consumers, urban,
image conscious women
around the age 20 to late 30s
who prefer low calorie
substitute, the men and
women from the age 25 to 65
who are opting for a healthy
and wholesome diet, in the
context of health
consciousness (Warin et al.
2017).
Psychographic Life style: active children and
adolescents, working women
as well as housewives,
students of university and
colleges, office goers (who are
vulnerable to sedentary
lifestyle and obesity
The target consumers for the
product are generally the
population who are involved
in sedentary lifestyle, image
consciousness, athletes, fitness
freaks as well as professionals
who are more concerned about

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epidemic), hyper active men
and women who are athletes
or fitness freaks, urban women
who are extremely image
conscious and fashion
conscious as well as middle
aged people with semi-
sedentary lifestyle.
their health rather than image
(Mondin et al. 2019).
Behavioral Preference for brand: Regular
as well as prospective
customers.
Fitness enthusiasts and
healthcare professionals such
as doctors and nutritionists.
Regular and prospective
customers who are in the field
of diet, nutrition and wellness,
and also customers who are
well aware of the brand have
less chance to switch the
brands (Quatela et al. 2017).
Marketing Communication Objectives
Marketing communication objectives of Weet Bix can be elaborated in details hereafter.
1. Developing brand awareness: awareness of the brand and the product can be initiated and
materialized through social media and television which is effective.
2. Promoting the product and the company: The product and the company can be promoted
through e-mail marketing, Facebook advertisements and blogs.

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3. Influencing consumer interest: Consumer interest can be influenced for the respective
product with the inclusion of AI (Artificial Intelligence) devices in the areas of marketing
where the devices would be successfully tracing the age, gender, sexual orientation and
other valuable factors of the customers and based on these factors, strategies could be
implemented to influence customer attitude towards the products.
4. Development of the image of the product: New product development strategies such as
innovative and creative audio-visual advertisements which might lead to a competitive
advantage for the respective product Weet Bix can be implemented in order to influence
and pursue the consumers to at least have a look at the product.
An Alternative Creative advertising
An alternative creative advertisement plan for the product Weet Bix can be: Environment
oriented advertisements. The advertisements which consist of environmental punches have
proved to be effective in the global world where everyone is concerned about sustainability and
well-being of themselves as well as the planet. Weet Bix is a breakfast cereal product, and
therefore, it can create advertisements that suggest the importance of active lifestyle and healthy
living instead of sedentary lifestyle which is a cause as well as an effect of environmental
degradation. Environmentalism is a global reality and a current burning topic in the society. If
the tool of environmentalism is implied on the product advertisement strategy with massive and
efficient campaign, the product can become well reputed and can prove to be more popular
among the consumers. The respective creative advertisement that focuses on environmental
issues and health can meet its ethical issues. The advertisement should not surpass its moral
obligations or ethical considerations; it should provide the consumers with facts and real

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information and persuade the consumers to purchase what is “right” for them and their health
and understand what is “wrong” for them.
Media plan
Estimated Media budget
Media Estimated Cost
Magazines: Australia’s women’s
magazines, lifestyle magazines,
children’s magazines, Sports and
wellness magazines (ten copies each)
$ 400,000 approximately
Television (8 channels of Australia and
New Zealand)
$ 200,000 approximately
Internet
Ten Australian blogs (lifestyle and
wellness) with Ten Australian news
websites
$250,000 approximately
In store
Coupons and Displays
$400,000 approximately
Total Budget $1250,000 approximately
Media vehicles that can be utilized:

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1. Magazines of Australia and New Zealand, including magazines of pedagogy, women’s
health and fitness, lifestyle and sports magazines which are viewed by the urban as well
as the rural population of Australia and New Zealand who are health conscious and
fitness enthusiasts as well as working individuals who are opting for healthy lifestyle in
order to survive and thrive in the competitive world.
2. Television: targeting eight channels streaming in Australia and New Zealand focusing
mainly on lifestyle channels as well as news channels viewed by ambitious and career
oriented men and women of Australia and New Zealand.
3. Internet: Digital marketing, social media marketing, blogging and website creation for the
internet freaks, blogging enthusiasts and technology enthusiast men and women.
4. In store: for the functional as well as the prospective customers.
Evaluation
Therefore, it can be proven through the report that marketing communication plan for the
product Weet Bix, which is a breakfast cereal product exclusively of Australia can be highly
efficient with the new alterative creative advertising idea (environmentalism) and the tools that
can be used to propagate it. Environmentalism is a global reality and a current burning topic in
the society. If the tool of environmentalism is implied on the product advertisement strategy with
massive and efficient campaign, the product can become well reputed and can prove to be more
popular among the consumers.
Conclusion
The respective paper concludes to be a marketing communication report which provides
marketing objectives of a product Weet Bix, its current marketing position, the current

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segmentation, current target audience segmentation analysis with at least five advertising
objectives and developing a media plan as to how to communicate with the target audience in the
local as well as global market.

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References:
Burns, A.C., Bush, R.F. and Sinha, N., 2014. Marketing research (Vol. 7). Harlow: Pearson.
Warin, M., Zivkovic, T., Moore, V. and Ward, P., 2017. Moral fiber: Breakfast as a symbol of ‘a
good start’in an Australian obesity intervention. Medical anthropology, 36(3), pp.217-230.
Elliott, S., Velardo, S., Drummond, M. and Drummond, C., 2016. Sport and children's nutrition:
what can we learn from the junior Australian football setting?. Asia-Pacific Journal of Health,
Sport and Physical Education, 7(1), pp.91-104.
Mondin, T.C., Stuart, A.L., Williams, L.J., Jacka, F.N., Pasco, J.A. and Ruusunen, A., 2019. Diet
quality, dietary patterns and short sleep duration: a cross-sectional population-based study.
European journal of nutrition, 58(2), pp.641-651.
Quatela, A., Callister, R., Patterson, A., McEvoy, M. and MacDonald-Wicks, L., 2017, August.
Breakfast Cereal Consumption and Obesity Risk amongst the Mid-Age Cohort of the Australian
Longitudinal Study on Women’s Health. In Healthcare (Vol. 5, No. 3, p. 49). Multidisciplinary
Digital Publishing Institute.
McCann, T., Krause, D. and Sanguansri, P., 2015. Cereals and grains: Sorghum-new gluten-free
ingredient and applications. Food Australia, 67(6), p.24.
Weetbix.com.au. Available at: https://www.weetbix.com.au/products/weet-bix/
Sanitarium.com.au. Available at: https://www.sanitarium.com.au/products/weet-bix
Nhundu, N., Paelo, A., Thosago, M. and Vilakazi, T., GROWTH AND STRATEGIES OF
LARGE, LEAD FIRMS–FOOD SECTOR.

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