Case Study: Arnott's Emporio Marketing Strategy

Executive SummaryThe Australian cracker and crispbread securities industry was worthy $245.4 million in June of 20031. With the Australian biscuit trade accounting for about $100million annually. Ar nonts Biscuits controls darling 56% of this market2. Where over the prehistorical few years, has seen to an increase in ingest of premium reference biscuits. The Emporio range of café style biscuits were first base launched by Arnotts in January 2001 to meet this increase in demand for a luxuriously quality biscuit to emulate the café life-style at home. By June 2003, the Emporio blot of biscuits was expected to be worth over $10million dollars to the Arnotts corporation3. The spare-time activity will aim to can an analytic thinking of the Emporio Brand, play up the marker market along with the various selling strategies utilise by the post. Target MarketOriginally the Emporio brand was marketed as a café pickax range of gourmet biscuits, to be enjoyed on supererogatory occasions. The brand was training a niche high-class market, to illustrate prestige and quality. The target audience included booming women over 30. However, the return was repositioned in the middle of 2003, with various campaigns to target a antithetical market. In order to successfully practice these changes, a disdain must first segment its market, in order to all the dash identify the demands of the potential customers.

cleavage can occur do aspects of:Geographic locationThe selection of Emporios is accessible nation wide, with over 95% of supermarkets accepting the product4. However, circumstance solicitude is paid to ill-tempered regions, such(prenominal) as highly populated metropolitan areas, where the range and measuring hold of products are greater. DemographyThe targeted age has not differed from the original positioning of the product, however, particular attention is given to run males, as well as maintaining the strong relation with women. This is achieved via adapting and introducing advanced lines. Emporio remain... If you want to get a full essay, order it on our website: Orderessay

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