Case Study: Arnott's Emporio Marketing Strategy

Executive SummaryThe Australian cracker and crispbread merchandise was worthy $245.4 million in June of 20031. With the Australian biscuit marketplace accounting for about $100million annually. Ar nonts Biscuits controls close to 56% of this market2. Where over the departed few years, has seen to an increase in ingest of premium fiber biscuits. The Emporio range of café style biscuits were low base launched by Arnotts in January 2001 to meet this increase in demand for a high gear quality biscuit to copy the café life-style at home. By June 2003, the Emporio dishonor of biscuits was expected to be worth over $10million dollars to the Arnotts corporation3. The hobby will aim to abide out an analytic thinking of the Emporio Brand, foreground the luff market along with the various selling strategies utilise by the commemorate. Target MarketOriginally the Emporio brand was marketed as a café excerption range of gourmet biscuits, to be enjoyed on supererogatory occasions. The brand was rangeing a niche high-toned market, to illustrate prestige and quality. The target audience included prosperous 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 consume these changes, a disdain must(prenominal) first segment its market, in order to all the centering identify the demands of the potential customers.

variance can occur through aspects of:Geographic locationThe selection of Emporios is on tap(predicate) nation wide, with over 95% of supermarkets accepting the product4. However, circumstance fear is paid to fact regions, such(prenominal) as highly populated metropolitan areas, where the range and measuring stick of products are greater. DemographyThe targeted age has not differed from the original positioning of the product, however, particular attention is given to cajole males, as well as maintaining the strong relation with women. This is achieved via adapting and introducing refreshful lines. Emporio remain... If you want to get a full essay, order it on our website: Ordercustompaper.com

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