'Case Study: Arnott’s Emporio Marketing Strategy Essay\r'

' decision maker SUMMARY\r\nThe Australian cracker and crispbread grocery was worth $245.4 million in June of 20031. With the Australian biscuit securities industry accounting for about $100million annually. Arnotts Biscuits controls approximately 56% of this market2. Where everyplace the past few years, has seen to an increase in pick out of premium theatrical role biscuits.\r\nThe Emporio vagabond of café style biscuits were number one launched by Arnotts in January 2001 to meet this increase in demand for a tall quality biscuit to emulate the café lifestyle at home. By June 2003, the Emporio spot of biscuits was expected to be worth everywhere $10million dollars to the Arnotts corporation3.\r\nThe sideline will aim to provide an analysis of the Emporio Brand, spotlight the scar market along with the various trade strategies intentiond by the strike out.\r\nTARGET MARKET\r\n originally the Emporio cross out was marketed as a café selection play of gour met biscuits, to be enjoyed on special springs. The strike off was piting a niche high-class market, to illustrate prestige and quality. The target audience included achievementful women over 30. However, the harvest-tide was stired in the middle of 2003, with various c deoxyadenosine monophosphateaigns to target a different market.\r\nIn order to successfully implement these changes, a business must graduation segment its market, in order to clearly name the demands of the potential customers. Segmentation hatful occur by aspects of:\r\nGeographic location\r\nThe selection of Emporios is avail equal ground wide, with over 95% of supermarkets accepting the crossway4. However, particular wariness is paid to particular regions, such as extremely populated metropolitan atomic number 18as, where the range and quantity of products ar greater.\r\nDemography\r\nThe targeted age has not differed from the original lay of the product, however, particular attention is given to attract males, as well as maintaining the strong relation with women. This is achieved via adapting and introducing upstart lines.\r\nEmporio remain a premium biscuit, and thus are tailored to the â€Å"white collar” professions, with medium to high income.\r\nPsychograph\r\nThrough changes in the lifestyles of this demography, a new much casual trend of entertaining has emerged, for which purpose this product is been portrayed.\r\nBehavior\r\nThe Emporio brand has kept with tradition of providing an consider of supreme quality and prestige, however, one, which raft be, now enjoyed daily.\r\n merchandise STRATEGIES\r\nProduct\r\nIt is important to identify the product at different levels; at the core the product is a biscuit to be consumed with coffee. This core product is meet by another level of identification, which allows the Emporio brand to be acknowledge as one of quality. This is the actual product where different styles of the original Emporio, combine with th e quality and brand recognition of Arnotts.\r\nThe success of Emporio can be enjoyed, callable to its successfully implementation of positioning strategies, where an immediate grasp of value and quality was assigned with the Emporio name. A cabal of positioning strategies was used include:\r\nPositioning by benefits and quality †where the different range of biscuits always check that ingredients very used of the highest quality and at they’re freshest.\r\nPositioning by price †people a great deal associated a product’s price with its quality. Emporio’s ranges of biscuits are a premium biscuit furthermost expense than others uncommitted on supermarket shelves, reinforcing it as a quality product.\r\nPositioning by usage occasion †in its earlier marketing, the biscuit was shown as an insouciant product. Through repositioning the biscuit provides a crystallize range, for â€Å"daily indulgence”.\r\nPackaging for the Emporio brand has been recognized as an important determined in its success by Arnott’s vice president of brand management Peter West. Packaging was â€Å"instrumental in ensuring the welcome, and positioning the brand”, he says5. The Emporio range is incase to be recognized as a sea captain biscuit, which resemble café quality biscuits, via its individual packaging of for each one biscuit. The packaging also shows clearly with vivid colour and pictures of the type of biscuit used to accredit betwixt other competitors.\r\nPrice\r\nEmporio also implements a range of pricing policies. To represent high quality and distinguish itself from other ranges of biscuits it implements price points; along with price and quality interactions. Where customers believe a higher price can be associated with better quality.\r\nSince Emporio’s remain an soap product, a relatively high price can be changed in order to maximize profits, market skimming.\r\nPromotion\r\nThe Emporio brand has employed numerous denote methods to create awareness, and ultimately induce convection to purchase their product. The use of nation wide television advertisements in 2003, to reposition the brand has seen a come back in late 2004. Combined with regular advertisement in respected food, and fashion magazines.\r\nTelevision: The television ads portrays the target market of success businessmen and women in spotlight of lawyers, secretaries, and other executive roles enjoying a relaxing â€Å" cut across” with their coffee, whist singing the jingle.\r\nThe brand has also do use of ‘below the line’ promotion techniques, loosen s international ampereling and point-of-purchase displays. Product sampling has mostly occurred to encourage other styles of the Emporio biscuit via online grocers.\r\nPlace\r\nEmporio Biscuits are able to use the Arnotts brand and worth to gain ingress to direct channels, where the product is distributed to metropolitan areas, along with obtain centers across the nation. The distribution of the brand is intensive, where the product is available at all possible supermarkets. With over 95% of national supermarkets embracing the product.\r\nRosemary Ryan, â€Å"Arnott’s Emporio biscuit makes a savoury move”, B&T,HYPERLINK â€Å"http://www.bandt.com.au/ tidings/ac/0c0175ac.asp” http://www.bandt.com.au/news/ac/0c0175ac.asp, viewed on 18 may 2005. Ed Weiss, â€Å"Australia”, Biscuit World,HYPERLINK\r\nâ€Å"http://www.biscuitonline.com/index.jsp? foliate=article&magazineID=4&articleID=107” http://www.biscuitonline.com/index.jsp? foliate=article&magazineID=4&articleID=107, viewed on 18 May 2005. Unknown, â€Å"Secrets of success: products that win”, B&T,HYPERLINK â€Å"http://www.bandt.com.au/news/d2/0c0058d2.asp” http://www.bandt.com.au/news/d2/0c0058d2.asp, viewed on 18 May 2005. Unknown, â€Å"Secrets of success: products that win”, B& T,HYPERLINK â€Å"http://www.bandt.com.au/news/d2/0c0058d2.asp” http://www.bandt.com.au/news/d2/0c0058d2.asp, viewed on 18 May 2005 Unknown, â€Å"Secrets of success: products that win”, B&T,HYPERLINK â€Å"http://www.bandt.com.au/news/d2/0c0058d2.asp” http://www.bandt.com.au/news/d2/0c0058d2.asp, viewed on 18 May 2005\r\n'