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MS4105 Marketing Principles

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Arnott's Biscuits Limited is Australia's largest producer of biscuits and the second-largest supplier of snack food.

It is a subsidiary of the Campbell Soup Company of the United States.

Arnott's, in common with the majority of Australian biscuit manufacturers, operated primarily in its home state, New South Wales, but has manufacturing plants in Virginia, Queensland (manufactures only plain, cream and savory biscuits) and Shepparton, Victoria. In the 1960s, a series of amalgamations and acquisitions in the Australian market resulted in the creation of the Australian Biscuit Company Pty Ltd. Arnott's are well known in Australia and internationally for producing several quintessentially Australian biscuits. Some of their major products include

• Arno Shortbread
• Bush Biscuits: similar to an Arrowroot but larger and harder, made for camping.
• Caramel Crowns: a plain biscuit, topped with caramel, and covered in chocolate.
• Cheds: a savoury cracker that is perforated and sprinkled with cheddar cheese and salt.
• Chocolate Butternut Snap: a crunchy oatmeal and coconut biscuit covered in chocolate.
• Chocolate Dessert

Therefore, you are being called in as a consultant to develop new marketing opportunities to expand the brand.

You are now employed. marketing consultants to help design a Marketing Plan for them. However you will need to firstly understand the brand by performing

a SWOT analysis and then designing the Marketing Mix (4P’s). Lastly, it is very important that you are able to foresee or predict potential problems you might have with making or launching the product. Are required to pitch your marketing plan to your class. Arnott’s Biscuits is looking for a creative, practical and fun marketing strategy! Objectives of the Marketing Plan:

1) To build awareness for Arnott’s Biscuits Limited
2) To increase brand recognition for Arnott’s Biscuits Limited

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