Case Study: Arnott's Emporio Marketing Strategy

Executive SummaryThe Australian cracker and crispbread mart was worthy $245.4 one million million in June of 20031. With the Australian biscuit market accounting for near $100million annually. Arnotts Biscuits controls near 56% of this market2. Where over the past few years, has seen to an summation in ingest of premium quality biscuits. The Emporio range of café behavior biscuits were first base launched by Arnotts in January 2001 to meet this accession 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 bearing to provide an analytic thinking of the Emporio Brand, highlighting the target market along with the mixed selling strategies used by the brand. drive MarketOriginally the Emporio brand was marketed as a café alternative range of epicure biscuits, to be enjoyed on supererogatory occas ions. The brand was targeting a recess 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 mold to successfully implement these changes, a disdain must first component its market, in order to all the way identify the demands of the latent 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, background att ention is paid to particular regions, such(p! renominal) as highly be metropolitan areas, where the range and measuring stick of products are greater. DemographyThe targeted historic period has not differed from the original positioning of the product, however, particular attention is presumptuousness to attract males, as well as maintaining the strong comparison 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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