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MKTG1001 Marketing Principles

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Choose a branded product range that are distributed through supermarkets like Woolworths, Coles or IGA in Australia that is supplied by a large manufacturer of branded grocery products, such as Unilever, Proctor and Gamble, or Sanitarium. Your company has decided to launch a new product into Australian supermarkets under one of the company’s established brands. The new product can be a modification of an existing product, or a product extension under an existing brand.

- Summarise key facts about this company’s Australian business — ownership, sales, product ranges, management, profitability, share price history, and so on.

- Describe the chosen market segment — sales, growth, major competitors and their market shares.

- State your rationale for introducing a new product to extend the range. Your analysis must detail relevant trends and show why the marketing environment is positive for this new product.

- Define the target customer for this product — demographically, geographically and psychographically.

- Outline your marketing mix strategy.

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