Write an essay on Arnott’s Biscuits Limited.
This study deals with company named as Arnott’s Biscuits Limited. It is one of the largest food manufacturers in and across Australia and New Zealand (Winer and Dhar 2011). It employs more than 2400 staff members that serve best interest for the company. Products manufactured include baked snacks, simple means and healthy beverages. In this particular assignment, Arnott’s Biscuits Limited STP is explained that aims at understanding the targeted customers. In the next part, marketing strategies is explained for smooth functioning of business enterprise (Sheehan 2011).
Background of the company
Arnott’s is a company that produces biscuits as well as snacks in Australian market from the year 1865. This company has started as a small bakery opened in Hunter Street, North of Sydney as well as Newcastle and New South Wales (Peter and Donnelly 2011). This company supplies bread, pies as well as biscuits in local town people. Arnott’s is one of the recognized brands in Australian market and considers by Australians in Australian history. Arnott’s Biscuits Limited is the company who is serving over decade of experience in biscuit industry (Pasquier and Villeneuve 2012). It selects variety of biscuits. It is one of the largest in food and beverage sector in Asia. It involves in State-of-the art manufacturing makes it a good operations for the same. It indulges in long arm on parent company known as Campbell’s. It includes notable brands like Tim Tams and Salada and Cruiskits. It is shipped over 40 countries as well as good market shares (Paliwoda, Andrews and Chen 2012).
Arnott’s Parent Company
(Campbell’s) as Campbell Soup Company
Unique Selling Proposition
Primary motive in health
Wellbeing of consumers
Arnott’s Biscuits Limited segmented in addressing healthy as well as quality conscious consumers for the same (Lee and Carter 2012).
Arnott’s Biscuits Limited targets middle as well as upper class. It tries focusing on children under age group of 12 (Lancaster and Massingham 2011). The company targets Brazilian food markets that posse’s main competitor. It aims at providing high standard products line in and around Australia. This company focus on getting into Brazilian market. Their strategy is to position Arnott’s biscuits Tim Tam as High Standard brand. It is known by all over the world. It means that in justifying high price of the products, it ensures aggregate values in the final products in an overall manner (Kotler and Keller 2012).
Arnott’s Biscuits Limited focuses on major cities in and around Brazil. It mainly concentrates the consumer profile for smooth functioning of business organization (Kotler and Keller 2011).
Arnott’s Biscuits Limited focuses on age group that varies from consumer ranging 12 to 42 years (Kotabe and Helsen 2011).
Gender includes males and females
Income includes customer with monthly income of $ 3500
Arnott’s Biscuits Limited targets consumer that seeks quality products. It targets premium class customers who do not mind in paying extra for purchase of the products (Jolibert 2012).
Arnott’s Biscuits Limited expects products for consuming on constant basis.
Arnott’s Biscuits Limited commits to the health of Australians. The main key factor in succeeding terms is brand positioning (Glynn and Woodside 2012). It develops images of the products and serves as an unique products produced in Brazil. Business needs to indulge in strong promise in Brazil as consumer profile targeting respective about imported brands. It has enough income for spending as well as providing better quality products in an overall manner (Dahlstrom 2011).
Marketing mix strategy
Arnott’s Biscuits Limited believes in setting customers with product details and standardization as well as adaptation for the same. It ensures high standard product with unique taste in the most appropriate way (Clow and Baack 2012).
Arnott’s Biscuits Limited provides large range of products to its potential targeted customers.
Products of Arnott’s Biscuits Limited
Arnott’s biscuits assortment reads like an honour roll in case of Australian tea time (Chernev 2012). It involves in perennial favourites like Tim Tams, Mint Slice as well as Iced Vo Vos and Jatz. It produces full range of biscuits, spanning of plain biscuits, chocolates as well as creams and fruits. It makes salted snack foods like chips, crisp breads and crackers in an overall manner (Blythe 2012).
Arnott’s Biscuits Limited serves its customers in and around Australia. It places its products in high standard stores as well as high standard imported in case of supermarket sessions in an effective way (Pasquier and Villeneuve 2012).
Arnott’s Biscuits Limited ranges from Rs 7, AUS3.50 in serving the best interest of potential customers (Pasquier and Villeneuve 2012).
Arnott’s Biscuits Limited aims at introducing products with the help of television and internet advertisements in tasting tents (Paliwoda, Andrews and Chen 2012). It is needed for the company for involving in online promotions in form of social networking sites. Arnott’s Biscuits Limited does not advertise food and beverage products to children under the age group of 12 unless of following criteria:
- Products advertise represents health dietary choices and established scientific as well as Australian government standards (Paliwoda, Andrews and Chen 2012).
- Advertising as well as marketing communication activities refers in healthy lifestyle. It designs in appealing for intended audience with the help of messaging in an overall manner (Lancaster and Massingham 2011).
- Inculcates good dietary habits as well as established scientific and government criteria for the same (Lancaster and Massingham 2011).
- Indulges in physical activities in the near future.
Arnott’s Biscuits Limited does not make any strategy in producing the products in Brazil. It is produced in Australia and shipped to Brazil for the same. Resources needed is smaller as well as products will not have good price advantages in Brazil (Paliwoda, Andrews and Chen 2012).
Budget needed- 4 million dollars
Budget Destinations- 3 to 5 million dollars invested in advertising campaigns for period of 6 months. It requires 500 thousands to offices and people needed expenses (Paliwoda, Andrews and Chen 2012).
On critical analysis, it is recommended that Arnott’s Biscuits Limited should make way sin reaching and expanding customer range as far as possible. It should advertise products using social networking site as it popular this days. This company should try getting innovative ideas for future development in any form. It should conduct market research in understanding the needs as well as preferences of the targeted customers. They target premium class so it is necessary to focus on quality rather on quantity. It is because premium customers are ready to pay any price for extreme quality. These people are health conscious and relies on branded products whatsoever reasons. It should try in retaining the existing customers because existing customers are cost effective in comparison with acquisition of new customers in the market.
From the above study, it is important to understand the fact that Arnott’s Biscuits Limited considers as the largest brand in food and beverage sector. It mentions about company’s segmentation, targeting as well as positioning strategies for the same. It is noticed that company targets children who are interested in consuming tasty biscuits. It is for this reason that company produces and manufacturers tasty and healthy stuff for the kids. In the latter section, marketing mix strategies is explained with proper justification in the most appropriate. It is necessary to spend more money in promotion activities so that consumers remain aware of new products as well as services.
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