Case Study: Arnott's Emporio Marketing Strategy

Executive SummaryThe Australian cracker and crispbread foodstuff was worthy $245.4 jillion in June of 20031. With the Australian cooky market accounting for near $100million annually. Arnotts Biscuits controls near 56% of this market2. Where over the past few years, has seen to an enlarge in ingest of premium quality biscuits. The Emporio range of café way of life biscuits were first base launched by Arnotts in January 2001 to meet this summation in demand for a high quality biscuit to emulate the café life-style at home. By June 2003, the Emporio brand of biscuits was evaluate to be worth over $10million dollars to the Arnotts corporation3. The following will motor to provide an analytic thinking of the Emporio Brand, highlighting the target market along with the motley selling strategies used by the brand. rear MarketOriginally the Emporio brand was marketed as a café pickaxe range of epicure biscuits, to be enjoyed on supererogatory occasions. The brand w as targeting a street corner 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 graze to successfully implement these changes, a disdain must first segment its market, in order to all the way identify the demands of the potentiality customers.

Segmentation can occur done aspects of:Geographic locationThe selection of Emporios is available nation wide, with over 95% of supermarkets accepting the product4. However, point attention is paid to particular regions, such(prenominal)! as highly populate metropolitan areas, where the range and measuring stick of products are greater. DemographyThe targeted sequence has not differed from the original positioning of the product, however, particular attention is effrontery to attract males, as well as maintaining the strong relation back 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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