$20 Bonus + 25% OFF
Securing Higher Grades Costing Your Pocket? Book Your Assignment at The Lowest Price Now!

Marketing Planning: Sanitarium

tag 12 Downloads6 Pages / 1,315 Words tag Add in library Click this icon and make it bookmark in your library to refer it later. GOT IT


Discuss about the Marketing Planning for Sanitarium.




Sanitarium – New Zealand based company that completely believes in wellbeing and healthy food for all. Its quality products include UP&GO liquid breakfast, Weet Bix, Marmite, light and tasty wholegrain cereal, soy milk and Vegie delights (2017).  These years Auckland has witnessed huge migration which has increased the demand for Weet-Bix TM cereals (2017). The company is now onto focusing on a whole new marketing strategy which would help in analyzing the present Auckland market.

Step 1

This analysis has been purposely done to frame out new marketing strategy on the basis of marketing objectives of the company.

The marketing objectives of the company solely rely on serving the New Zealand population with ready to eat healthy food.  The company’s product objectives will be:

  • To reduce the market gap to half between market leader kellog’s and sanitarium
  • To focus on becoming a leading brand for all people under 40s, including kids
  • Increasing taste of the product (McDonald & Brown 2016).

The preferred research method would be Secondary and quantitative in nature. The sample size taken in consideration is 100. The survey conducted has approved of the reliability and viability of the data collected.

Graphical representation of Sanitarium target          

Fig: 1 Graphical representation of Sanitarium target

(Source: Created by author)

Step 2

Market segmentation is the first and the most basis step of marketing plan. It refers to the distribution of the potential market into groups and segments, with similar demands and needs for a marketing action (Andaleeb, 2016). This process of segmentation is done by following several steps.  Analyzing the Auckland market it is seen that the demand for Weet-Bix and other food products has increased remarkably which has made the company to think of segmenting their market. At first the segmentation need is identified which is analyzed by the growing demand of the product due to migration. As soon as the demand is felt then the need of the customers has to be identified (Amstrong et al., 2014).  A company needs to divide population according to demographic, geographic and psychographic segments. Here, the research is preceded with demographic segmenting (Cross, Belich & Rudelius, 2015).

Sanitarium found Demographic segmenting most productive (Andaleeb, 2016). Therefore it segmented the market into four groups- The Healthies, The Energy –junkies, the sweet tooth and The Body-watchers. The Sweet-Tooths is basically the children aging between 5-12 years who demands for more and more tasty food which are attractive too. The Energy-Junkies comprises of those who are into lots of exercises and sports activities. These people have active lifestyle and need loads of energy which is fulfilled by the wholegrain supplements. On the other hand, the Healthies focus on getting complete nutrition which provides them overall wellbeing. Lastly, the body-Watchers include mostly those confident and highly image conscious woman who are between 25 and 30’s.


Step 3

Targeting is the second step of developing a potential marketing plan. It refers to fixation of the probable people and then converting him into customer. It is said reaching the right place at the right time with right word makes a difference. This set up target is then reached out through different channels. The channels may decide in accordance with the segmentation and the most potential customers. Like as earlier, sanitarium held Weet-Bix tryathlon (2017) for children who attracted children not only with cereal’s taste but also its attractive shape and color (Jones, Gregory & Kervin, 2012). Sanitarium focuses on providing healthy organic food which also attracts mothers who want their child to eat healthier food. It is seen; women make decision for food consumption at home. Along with mother current target can be younger generations especially athlete boys and career oriented adults (Swinburn et al., 2015). Their concern is basically high quality healthy food, which would support them the whole day long and provide them energy to work. Targeting mother would be a smart choice as she would not only buy ready to eat food products for her convenience but also to suffice the nutrient requirements of their husbands, infants and teenagers. Alongside, the career oriented adults have a busy schedule and being single mostly can spend a large portion of their earning on food, the condition being the expenditure on food is fruitful (Jones, Gregory & Kervin, 2012). Hence these are the two groups of people who would best benefit from the said product.

Step 4

Marketing Mix, forms the third step outlines the plan of a marketer to market its product to its customers. It is very crucial and must be utilized to influence the crowd. Failure to which may lead a good product also to end up badly (Hamzah & Sutanto, 2016). Marketing a product should be such that it stays on the mind of the customer always. Marketing Mix depends on its 4p’s- Product, Price, Place and Promotion. Customer’s prior criteria for buying and articulating the key features of a product let the customer analyze the product according to their needs. Innovating product by diversifying its product variety can also help.

As for Weet-Bix, Sanitarium has left no stone unturned for featuring the best thing about the product that is its high nutritional value (2017). Moving on to pricing the company should ensure to rate its product with an affordable price keeping the competition in the market. Along with this, the company should focus on where to showcase their product (Cross, Belich & Rudelius, 2015). This may be done by showcasing the product at the correct place. It should strategize whether its products sale will be more in departmental store or in a grocery store. The product can also be promoted at event venues too where healthy eating is prime issue. Coming to the last P, the product should be standard promoted. Using the right techniques for advertising is important (Hamzah & Suntanto, 2016). The company can opt for public campaigns, on-line advertising and person-to-person selling. In addition, it can also go for campaign in schools distributing free samples. It can focus its addressing towards those mothers also who are in want of treating their child with best.


The company can position itself ahead of the competitors with its great nutritional value but on other hand its low taste leaves the company behind the line. This is the reason for ignorance of customers towards this product at large. Having facing such challenge the company now aims at brining its product to a level of great taste without compromising with the nutritional value. The company has a great potential in near future as the trends for healthy eating habits and awareness against obesity epidemic has increased recently by 2% (Swinburn et al., 2015).



(2017). Retrieved 21 February 2017, from

Andaleeb, S. S. (2016). Market Segmentation, Targeting, and Positioning. In Strategic Marketing Management in Asia: Case Studies and Lessons across Industries (pp. 179-207). Emerald Group Publishing Limited.

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.

Cross, J. C., Belich, T. J., & Rudelius, W. (2015). How marketing managers use market segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference (pp. 531-536). Springer International Publishing.

Hamzah, S. B., & Sutanto, J. E. (2016). The Role of Marketing Mix (7P) for Consumer Buying Decision Pastry Cake in Malang City.

Jones, S. C., Gregory, P., & Kervin, L. (2012). Branded food references in children's magazines:‘advertisements’ are the tip of the iceberg. Pediatric obesity, 7(3), 220-229..

McDONALD, M. A. L. C. O. L. M., & Brown, L. (2016). 5 Strategic marketing planning. The marketing book, 86.

Swinburn, B., Kraak, V., Rutter, H., Vandevijvere, S., Lobstein, T., Sacks, G., ... & Magnusson, R. (2015). Strengthening of accountability systems to create healthy food environments and reduce global obesity. The Lancet, 385(9986), 2534-2545.

Download Sample

Get 100% money back after download, simply upload your unique content* of similar no. of pages or more. We verify your content and once successfully verified 100% value credited to your wallet within 7 days.

Upload Unique Document

Document Under Evaluation

Get Credits into Your Wallet

*The content must not be available online or in our existing Database to qualify as unique.

Cite This Work

To export a reference to this article please select a referencing stye below:

My Assignment Help. (2018). Marketing Planning: Sanitarium. Retrieved from

"Marketing Planning: Sanitarium." My Assignment Help, 2018,

My Assignment Help (2018) Marketing Planning: Sanitarium [Online]. Available from:
[Accessed 10 August 2020].

My Assignment Help. 'Marketing Planning: Sanitarium' (My Assignment Help, 2018) <> accessed 10 August 2020.

My Assignment Help. Marketing Planning: Sanitarium [Internet]. My Assignment Help. 2018 [cited 10 August 2020]. Available from:

For years now, is providing affordable essay help to millions of students worldwide. Our essay assistance services have helped us in assisting students with even the toughest essay assignments. We take pride in the fact that we cater the best assistance to search terms like help me with my essay. We offer affordable services in the fastest way possible. For our fast delivering services, students trust us with their urgent essay assignment needs. Two of our most popular essay writing services are maths essay help and English essay help.

Latest Samples

MACC615 Accounting Theory

Download : 0 | Pages : 4

Answer: Case 4-4 Research Methodology Several research methodologies help in developing accounting theory. Accounting theory includes the deductive approach, inductive and pragmatic research as the deductive approach includes the development of theory for identifying objectives. The deductive approach is essential for a mental type of research for accounting theory which includes the capability to correctly identifying and relating the variou...

Read More arrow Tags: United States 5 Accounting Theory Minnesota State University 

POL128 Politics And Film

Download : 0 | Pages : 8

Answer: Joker is considered to be one of the most critically acclaimed film of 2019 creating a deep insights into the social strata and social prejudices infested with crime and violence. The film was directed by Todd Phillips and stars Joaquin Phoenix as Joker. The concept of Joker itself a very interesting character because of altering the paradigm of laugh into a scary and nefarious act (Zacharek). However, the past films on Joker specially...

Read More arrow Tags: Canada Toronto Politics and Film Other 

ENGT5219 Engineering Business Environment

Download : 0 | Pages : 10
  • Course Code: ENGT5219
  • University: De Montfort University
  • Country: United Kingdom

Answer: Introduction The most serious issue that the nations around the world are dealing with is the climatic change and its impact on the people as well as the business operating. UK government has developed industrial strategy along with the private organisations which has identified four grand challenges including promoting the use of AI and data structure,catering the needs of ageing society, development of better road and rail facilitie...

Read More arrow Tags: United Kingdom 9 engineering business environment Other 

Religion101 Introduction To World Religions

Download : 0 | Pages : 3
  • Course Code: RELIGION101
  • University: Hillsdale College
  • Country: Australia

Answer: Implications of Faith of Hindus in Nursing Practice Hindus defines faith as ‘Shraddha or Vishwas’ which are Sanskrit terms. Hindus believe that faith is derived to be the devotion which is regarded as central to the spiritual practice (Sen R., 2018). Hindus explore the faiths through devotion and worship of God which are the main virtues of Hinduism. It includes the faith in Dharma, faith in the possibilities of liber...

Read More arrow Tags: United States 42 Introductions to World Religions Other 

MNA1161 Introduction To Customer

Download : 0 | Pages : 2
  • Course Code: MNA1161
  • University: San Ignacio University
  • Country: United States

Answer: Approaches and strategies for dealing with the customer Each of the business owner and customers facing employees have heard the statement that “the customer is always right”, while I am disagree with the statement. The customers are not always right while we can say that they are just never wrong. It is a small strategy helps to approach issues of the customers in productive way. It has ability to bridge gap among performan...

Read More arrow Tags: United States 29 Customer Service and Satisfaction Other 

Save Time & improve Grade

Just share Requriment and get customize Solution.

We will use e-mail only for:

arrow Communication regarding your orders

arrow To send you invoices, and other billing info

arrow To provide you with information of offers and other benefits




Overall Rating



Our Amazing Features


On Time Delivery

Our writers make sure that all orders are submitted, prior to the deadline.


Plagiarism Free Work

Using reliable plagiarism detection software, only provide customized 100 percent original papers.


24 X 7 Live Help

Feel free to contact our assignment writing services any time via phone, email or live chat.


Services For All Subjects

Our writers can provide you professional writing assistance on any subject at any level.


Best Price Guarantee

Our best price guarantee ensures that the features we offer cannot be matched by any of the competitors.

Our Experts

Assignment writing guide
student rating student rating student rating student rating student rating 5/5

2279 Order Completed

97% Response Time

Zachary Perez

PhD in Computer Science and Information System

Washington, United States

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

230 Order Completed

97% Response Time

Liya Han

Master Of Science in Geotechnical Engineering (MSc Geotec)

Singapore, Singapore

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

755 Order Completed

95% Response Time

Douglas Cowley

Masters in Finance with Specialization in Audit

Wellington, New Zealand

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

440 Order Completed

99% Response Time

Jack Arens


London, United Kingdom

Hire Me

FREE Tools


Plagiarism Checker

Get all your documents checked for plagiarism or duplicacy with us.


Essay Typer

Get different kinds of essays typed in minutes with clicks.


GPA Calculator

Calculate your semester grades and cumulative GPa with our GPA Calculator.


Chemical Equation Balancer

Balance any chemical equation in minutes just by entering the formula.


Word Counter & Page Calculator

Calculate the number of words and number of pages of all your academic documents.

Refer Just 5 Friends to Earn More than $2000

Check your estimated earning as per your ability




Your Approx Earning

Live Review

Our Mission Client Satisfaction

Awesome work. Awesome response time. Very thorough & clear. Love the results I get with MAH!


User Id: 383727 - 31 Jul 2020


student rating student rating student rating student rating student rating

Work was done in a timely manner took it through grammarly checked for plagiarism very well satisfied


User Id: 463334 - 31 Jul 2020


student rating student rating student rating student rating student rating

Great work for the short notice given. Thank you for never disappointing and helping out.


User Id: 194216 - 31 Jul 2020


student rating student rating student rating student rating student rating

I received a full point on the assignment. Thank you for all the help with the assignment.


User Id: 411395 - 31 Jul 2020


student rating student rating student rating student rating student rating
callback request mobile
Have any Query?