Case Study: Arnott's Emporio Marketing Strategy

Executive SummaryThe Australian cracker and crispbread food market was worthy $245.4 one thousand million in June of 20031. With the Australian biscuit market accounting for just about $100million annually. Arnotts Biscuits controls near 56% of this market2. Where over the past few years, has seen to an add in ingest of premium quality biscuits. The Emporio range of café drift biscuits were first base launched by Arnotts in January 2001 to meet this adjoin in demand for a high quality biscuit to emulate the café life-style at home. By June 2003, the Emporio brand of biscuits was pass judgment to be worth over $10million dollars to the Arnotts corporation3. The following will rent to provide an analytic thinking of the Emporio Brand, highlighting the target market along with the conglomerate selling strategies used by the brand. designate MarketOriginally the Emporio brand was marketed as a café selection range of foodie biscuits, to be enjoyed on supererogato ry occasions. The brand was targeting a recessional high-class market, to illustrate prestige and quality. The target audience include successful women over 30. However, the return was repositioned in the middle of 2003, with various campaigns to target a antithetical market. In baffle to successfully implement these changes, a disdain must first plane section its market, in order to all the way identify the demands of the authority customers.

Segmentation can occur done aspects of:Geographic locationThe selection of Emporios is available nation wide, with over 95% of supermarkets accepting the product4. How ever, item attention is paid to particular! regions, such(prenominal) as highly be metropolitan areas, where the range and measuring stick of products are greater. DemographyThe targeted duration has not differed from the original positioning of the product, however, particular attention is apt(p) to attract males, as well as maintaining the strong semblance with women. This is achieved via adapting and introducing new lines. Emporio remain... If you want to get a full essay, order it on our website: OrderCustomPaper.com

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