Management is a vast subject, which includes many aspects such as ensuring the efficient execution of business. This is applicable for the business conducting by the companies and organizations for expanding their current market share. Typical example in this direction is the the development of strategies and tactics, which would play an important role in bestowing a secured market position (Hollensen 2015). This assignment, through the example of Arnott Biscuits Ltd, peeks into the marketing management of the company. The main parameters of this management approach are 5cs and the process of data collection among others. The development of the strategy and tactics can be considered as the attempts of the Arnott Biscuits Ltd personnel towards the achievement of customer satisfaction.
Background Of Arnott Biscuits Ltd
From a small bakery in 1865, Arnold Biscuits Ltd became a popular name among the customers across the globe. During this era, the company sold bread, biscuits and pies to the local people as well as the ships docked in the port for loading coal. From the nature of the sales, it can be said that the company belongs to the Food and Beverage Industry. These activities affirm the quotation of “rags to riches”. 4300+ employees have made Arnott Biscuits Ltd one of Australia’s largest producers of biscuits (Arnotts.com.au 2017). Delving deep into the company history, it is a subsidiary of Campbell Soup Company, which is established in United States. This reflects the acquisition activity of Arnotts Biscuits Ltd in terms of expanding the scope and arena of their business. Dedication, commitment and perseverance of such massive workforce have mounted the revenue of the company to 1.09 billion Australian dollars by 2015.
Ensuring the happiness of the Australian families is the mission of the company, Arnott Biscuits Ltd. For achieving this, the company personnel envision partnership working and quality production in a positive environment, so as to enrich the lifestyle of the customers. One of the core values identified and specified by the company- there is no substitute for quality (Arnotts.com.au 2017).
During the earlier times, the company sold only biscuits, pies and bread. With the passage of time and adoption of latest innovative machines, the company now spreads happiness in the faces of the customers by delivering them with wide variety of biscuits- SAO, salada, Vita-weat, Jatz, Shapes, Tim Tams, Iced Vovos, Tiny Teddies, Monte carlo, wagon wheel among others. The fillings in the biscuits enhance the delicacy of these biscuits. The chocolaty, creamy and fruity surprises packed in the tiny boxes reflect the attempts of the company personnel towards providing the customers to get lost and explore a new ecstasy of pleasure (Arnotts.com.au 2017).
Indulging in partnership with the Australian government Department of Health enables the company to pay special attention to the health issues of the customers, especially the older people. This is done through the application of oriental approach towards making diet charts for the people. Healthier food choices are a typical example in this direction.
5cs For Arnott Biscuits Ltd
State of the art manufacturing approach results in the production of wide variety quality biscuits, breads and pies, which helps the customers in their purchasing decisions. The brands applicable here are Tim tams, Vita-weat, salads and cruskits. These has gained popularity to such an extent that they have been exported to more than 40 countries (Arnotts.com.au 2017). This has bestowed a standardized market share on the company. Inquisitiveness to come out with something creative provides the company to add firmness in their business. However, high price of the biscuits, especially in the markets outside Australia reduces the intensity of the achievements of Arnott Biscuits Ltd. Along with this, utilization of the locally purchased ingredients in the biscuits aggravates the health issues of the customers. Expansion towards the cereal and breakfast segment acts as an opportunity for the company to achieve large scale customer satisfaction. Tough competitions from the Krafts and the local manufacturers limit the scope and arena of the company in terms of achieving business expansion (Arnotts.com.au 2017).
Arnott Biscuits Ltd takes pride in serving biscuits, pies and breads to the customers belonging to every age group. As a matter of specification, Arnott Biscuits Ltd targets the families for serving the creamy and sweet delights. Once they consume the biscuits, the chocolate melts and they feel relaxed. Herein lays the appropriateness of the tag, “indulgence into simple pleasures”. On the contrary, the creamy centred treats, iconic fancy topped cookies and the fruity delicacies are produced for luring the kids (Arnotts.com.au 2017).
Arnott Biscuits Ltd gets the strength to conduct the market operations under the leadership of Campbell Soup Company, since 1980s. Before this, Arnott Biscuits Ltd was subjected to bid by Queensland. Here, the company received a threat regarding poisoning Monte carlo packets in the Southern region and Victoria. This was in the era of 1997. Upon closing the manufacturing in Melbourne factory, there was stagnancy in the factories of Sydney, Adelaide and Brisbane. In 2002, Arnott Biscuits Ltd achieved the acquisition of Snack Foods Limited. However, in the year 2008, Campbell Arnott sold Snackfoods to The Real McCoy Snackfoods company. Since then the company is well known as Snacks Brand Australia (Arnotts.com.au 2017).
Along with this, Dieticians Association of Australia (DAA) is one of the partners of Arnotts Biscuits. This partnership results in the introduction of whole grain food choices and vegetable juice products for the customers. Dietician Connection is one of an effective collaborator for Arnott Biscuits Ltd in terms of promoting healthy eating habits through social media. Interactive sessions help the people to clarify their doubts about the effectiveness of their eating habits. Collaboration with the government authenticates and validates the awareness raised among the general public regarding healthy eating (Arnotts.com.au 2017).
The main competitors of Arnott Biscuits Ltd are Krafts Foods Ltd, Goodman Fielder Ltd and Griffins Food Ltd. The less expensive ingredients used by the companies is enough for giving tough competition to Arnott Biscuits Ltd. Along with this, the cheap ingredients enable the local manufacturers to establish their stand within the local areas, forbidding these companies to establish their business.
Government stability acts assistance for Arnott Biscuits Ltd personnel in terms of organizing legal marketing operations. However, introduction of harsh and orthodox policies in the import and export activities act as an obstacle for satisfying the needs, demands and requirements of the stakeholders and shareholders (Arnotts.com.au 2017). Along with this, financial instability like inflation, fluctuation in the prices of the raw materials compels the company to encounter financial losses. It is this stage, where the company needs the assistance and partnership of the trade union members. Apart from this, latest and innovative machines are needed for maintaining the pace with the ever changing needs of the customers and their lifestyles. Most importantly, adopting solid waste management helps the company to make noticeable contributions in preserving the ecological diversity of Nature.
Process Of Data Collection For Arnott Biscuits Ltd
Market research and survey helps companies and organizations like Arnott Biscuits Ltd to gain insight into the needs, demands and requirements of the stakeholders and shareholders. Adopting the means of survey and feedback is assistance in terms of knowing the specific tastes and preferences of the customers (Arnotts.com.au 2017). Social media is an effective option in this direction, which enables the personnel to increase the trafficking of the audience towards the brand image. Uploading the images of the manufactured biscuits, pies and breads on the website and social networking sites enhances the awareness of the personnel regarding the customer approaches.
Conducting search engine optimization enriches the knowledge of the company personnel about the activities undertaken by the contemporary brands. This information plays a major role for the personnel regarding thinking of something creative to secure their market position in the ambience of competition (Kotler et al. 2016).
Alterations in the business are dependent on the ever changing needs of the customers. In the modern past paced life, the people are in need of something, which would energize them for doing all the works at a stretch. For example, buying a packet of biscuit would satisfying the hunger cravings of the customers in between hard working pressures. Therefore, these biscuits need to be filled with healthy and nutritious ingredients, which improve the concentration of the people in their works. In view of these requirements, Arnott Biscuits Ltd need to adopt modern machines, which are flexible enough for producing such healthy and nutritious biscuits in huge quantities (Arnotts.com.au 2017).
Around $250 million is spend by the Arnott Biscuits Ltd on getting the basic ingredients for the biscuits, breads and pies from the Australian farmers and suppliers. As a matter of specification, 85,000 tonnes of flour and grains comes from Darling Downs, Moree and Riverina and southern region of Australia. North Queensland, Tasmania, Victoria, western and southern North South Wales supplies sugar, dairy products and canola oil to Arnott Biscuits Ltd respectively (Arnotts.com.au 2017). Along with this, partnership with food companies in Asia Pacific helps the company to remain dedicated and committed in their environmental policy regarding the judicious use of water, air and land resources. Collaboration with Sydney Waters is assistance for Arnott Biscuits Ltd in terms of mitigating excess water consumption. Herein, mention needs to be made about the collaboration with Marleston Bakery, which has played a major role for Arnott Biscuits Ltd in installing a waste water treatment plant of $390,000.
National Packaging Covenant is also one of the other collaborators, which enabled Arnott Biscuits Ltd regarding the packaging of the biscuits. Oriental approach in the packaging and development of objectives helps the personnel to recycle the used materials for producing something creative for the customers (Arnotts.com.au 2017). This recycling is one of the effective methods towards mitigating the waste generation.
The following develops a marketing strategy for Arnott Biscuits Ltd:
Arnott Biscuits Ltd has the potential for expanding its cereal and breakfast segment. Therefore, if Tim-tam biscuits are made healthier and nutritious along with creamy and chocolaty, the tensions and worries of mothers would be reduced in terms of their children health. Its packaging can be made sleeker, so that the kids can take them for their Tiffin. After having milk, cornflakes and fruits in the breakfast and taking a packet of Tim-Tam in the Tiffin seems nutritious for the kids (Arnotts.com.au 2017). Along with this, the creamy chocolaty filling is enough to enhance the happiness of the kids, if they are put in the right amount. One of the most important aspects here is quantity, as it is the matter of children’s health.
The customer value proposition for the Tim-Tam is health and nutrition. Health and nutrition are also the unique selling proposition. Enhancement of the children’s nutrition and health would be the immediate outcome of this value proposition. Along with this, lucrative and sleek packaging would enable Arnott Biscuits Ltd to achieve competitive advantage from the contemporary brands. Proper display of the nutrient value in the packaging, along with the best before and manufacturing dates would play an important role in enhancing the awareness of the customers towards the steps taken by the company for achievement of their satisfaction, loyalty, trust and dependence (Arnotts.com.au 2017).
Positioning Statement For Target Market
For developing the positioning statement for the Tim-Tams, the following aspects are important:
- Precise definition of the target audience-the kids
- Profile of the business, industry and capital investment needed
- Market research for the fulfilling the creamy, chocolaty cravings of the kids
- Designing a website, which includes information about the tastes and preferences of kids, where lucrative advertising in the website would attract more and more customers
- Comparison of the benefits of renovated Tim-Tams with other biscuits such as salada, SAO and others (com.au 2017)
- Usage of catchy taglines, which attracts the kids such as- “come and experience the rich creamy and chocolaty Tim-Tams and get lost in the world of fun and happiness”
Filling more cream and chocolate in the Tim-Tams would fill the minds of the kids with fun and happiness. However, quality needs to be dealt specially in the production of these biscuits. Countering this, adding more sugar content in the biscuits can be harmful for the kids, it can make them obese, which would aggravate the health issues. The sugar and the other nutrients need to be in perfect proportion for ensuring the proper nutrient development of the kids (Arnotts.com.au 2017).
Establishing outlets in close proximity to the customers would help the personnel of Arnott Biscuits Ltd to achieve positive results. Typical examples can be parks and schools, where the parents and the children both can be found for taking their feedbacks regarding their preferences towards the renovation of the Tim-Tams. Along with this, supermarkets can also be effective options for establishing the outlets, as women come for buying the stationery items.
Premium pricing method needs to be adopted for the Tim-Tams. This is in terms of enabling the middle class parents with the opportunity to provide their children with the needed nutrients for their development. On the contrary, high price for the Tim-Tams would deprive the middle class people for buying these biscuits for satisfying the sweet cravings of their children (Arnotts.com.au 2017). Assistance of the trade union members would prove fruitful for Arnott Biscuits Ltd in terms of averting the financial instabilities like fluctuating prices of the raw materials, inflation among others.
Hiring celebrities for the advertisements would promote the brand, Arnott Biscuits Ltd. Countering this, using the famous cartoon characters on the packets would attract the kids towards the Tim-Tam biscuits. Along with this, advertisements on the radio, TV and newspaper would enhance the awareness of the people regarding the benefits of Tim-Tams. Apart from this, door to door campaigns and leaflets can also serve the purpose of promoting the Tim-Tams among the public domain (Arnotts.com.au 2017).
For fulfilling the sweet cravings of the kids through the production of sweet Tim-Tams, Arnott Biscuits Ltd needs to indulge in contracts, deals and trades with the distributors and suppliers of the raw materials. Unity and coordination between the company and the associate partners would bestow creamy and chocolaty Tim-Tams on the children. On the contrary, hostile partnerships between the company and the partners would add vulnerability to the market position of the company, attaching an interrogative parameter to the achievement if sustainable growth (Arnotts.com.au 2017).
Uploading the images of the experiments made with the Tim-Tams on the website and the social networking sites is the physical evidence of the fact that Arnott Biscuits Ltd is trying to expand its market share in the competitive ambience.
Adopting latest and innovative machines for producing the Tim-Tams reflects the advanced process used for manufacturing the products for the identified and the specified target audience, that is the kids. Frequent evaluation of the undertaken process helps Arnott Biscuits Ltd to avert the instances of cyber crimes, virus attacks and malfunctioning. Hiring IT experts for examination of the machines would be an effective option for enhancing the productivity in the business operations (Arnotts.com.au 2017).
This assignment emerges successful in providing an insight into the managerial aspects needed for marketing. The example of Arnott Biscuits Ltd enhances the awareness of the businessmen towards undertaking appropriate tactics and strategy for expanding the current market position in the competitive ambience. The seven Ps of the marketing mix, at the end of the assignment can be considered as an evaluation for the companies and organizations like Arnott Biscuits Ltd Ltd. This is in terms of assessing the effectiveness, feasibility and appropriateness of the undertaken steps as far as the identified and the specified objective of business expansion is concerned.
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