$20 Bonus + 25% OFF +
5
%
Cashback
information
Securing Higher Grades Costing Your Pocket? Book Your Assignment at The Lowest Price Now!
Marjory Mulgan Student Reviews Student Reviews Student Reviews Student Reviews Student Reviews 4.8/5 hire me

Question:

Discuss about the Marketing Planning for Sanitarium.

 

Answer:

Introduction

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.

Summary

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).

 

References

(2017). Retrieved 21 February 2017, from https://www.sanitarium.co.nz/about/sanitarium-story/products

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.

OR

MyAssignmenthelp.com is the perfect solution to render quality solution for all sort of academic issues. We have hired professionals from different fields of study to provide assistance with different subjects. We successfully have provided different types of assignment solutions on 100+ subjects. We have hired industry experts to deliver nursing assignment, hr assignment and finance assignment help. To offer quality content with IT assignments, we have hired IT professionals to render programming language assignment help and IT assignment help for other types of IT assignments as well.

Most Downloaded Sample

Explain Why Firms’ Marginal Cost Curves Become Upward Sloping After A Certain Level Of Output Has Been Reached.

Download : 364 | Page : 1

  Explain why firms’ marginal cost curves become upward sloping after a certain level of output has been reached. test While for the marginal item for consumption, marginal cost is equivalent to “increase” (the raise in total cost) alienated by “sprint” (the augment in the number of items). As a result presently like marginal produce is the same as the tilt of the whole manufactured goods curve, m...

Read More arrow Tags: Australia Arlington Management University of New South Wales 

Professional Developers Comprehend Software

Download : 217 | Pages : 2

Question: Discuss about the professional developers comprehend software?   Answer: I have been working in the USA Technologies for nine months now, and it has been one of my best working experiences so far in my professional career. It has been a valuable learning experience for me regarding acquiring useful practical skills to apply in the particular field of my specialization. I have learned about various applications and software us...

Read More arrow Tags: Australia Arlington Management University of New South Wales 

Rethinking Oil Nationalism

Download : 156 | Pages : 3

Question: Describe about the Rethinking Oil Nationalism?   Answer: 1. The engineering discipline that I have chosen is Mechanical Engineering and I have selected Engineering technology management as my major. I have chosen Mechanical Engineering as my major, as I have always been interested in Mechanical Engineering. Moreover, with Mechanical Engineering, there is huge growth opportunity in my professional career through which I will ...

Read More arrow Tags: Australia Arlington Management University of New South Wales 

Advertising: An Integrated Marketing Communication Perspective

Download : 137 | Pages : 6

Question: Explain about the Advertising for An integrated marketing communication perspective?   Answer: Introduction: Social media has become the part of the daily life of the common people all over the world. It has changed the lifestyle of the common population as well as the environment of the business related communication. Use of the Social Media platform for the business communication is helping the business organization to dev...

Read More arrow Tags: Australia Arlington Management University of New South Wales 

Toulin Method Of Argumentation

Download : 292 | Page : 1

You are required to write a researched argument essay that convinces persuades the reader of your position / stance. This is an academic, researched and referenced document that demonstrates your understanding of the objectives of the course. The structure of the argument will follow the TOULMIN METHOD of argumentation.

Read More arrow Tags: Australia Arlington Management University of New South Wales 
Next
watch

Save Time & improve Grade

Just share your requirement and get a customized solution.

question
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

1,116,076

Orders

4.9/5

Overall Rating

5,043

Experts

Our Amazing Features

delivery

On Time Delivery

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

work

Plagiarism Free Work

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

time

24 X 7 Live Help

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

subject

Services For All Subjects

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

price

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

285 Order Completed

99% Response Time

Eugene Baranowski

MBA in Supply Chain

London, United Kingdom

Hire Me
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

529 Order Completed

95% Response Time

Ivan Blank

PhD in Functional Human Biology

Wellington, New Zealand

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

1758 Order Completed

99% Response Time

William Martinez

MS in Biology

Washington, United States

Hire Me

FREE Tools

proofreading

Proofreading & Editing

Complete guid on proofreading and editing.

plagiarism

Plagiarism Checker

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

essay

Essay Typer

Get different kinds of essays typed in minutes with clicks.

edit

GPA Calculator

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

referencing

Chemical Equation Balancer

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

calculator

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

1

1

1

Your Approx Earning

Live Review

Our Mission Client Satisfaction

it was quiet good , as the expert followed the guide i provided and sent the work on time

flag

User Id: 236084 - 21 Oct 2019

Australia

student rating student rating student rating student rating student rating

through the solution learn the subject well. explained well all the solutions. thank you

flag

User Id: 287765 - 21 Oct 2019

Australia

student rating student rating student rating student rating student rating

all the work done as expected. solutions are easy to understand. great work...!!!

flag

User Id: 287765 - 21 Oct 2019

Australia

student rating student rating student rating student rating student rating

got stuck, got the idea & got the solution. highly appreciate the service. cheers!!!

flag

User Id: 287765 - 21 Oct 2019

Australia

student rating student rating student rating student rating student rating
Have any Query?