Case Study: Arnott’s Emporio Marketing Strategy Essay

EXECUTIVE SUMMARYThe Australian cracker and crispbread market place was expenditure $245.4 million in June of 20031. With the Australian cookie market accounting for about $100million annu exclusivelyy. Ar nonts cookies controls approximately 56% of this market2. Where e actuallywhere the recent few years, has seen to an increase in demand of premium feeling biscuits.The Emporio align of caf style biscuits were first launched by Arnotts in January 2001 to meet this increase in demand for a senior high quality biscuit to emuformer(a) the caf life-style at home. By June 2003, the Emporio brand of biscuits was expected to be worth over $10million dollars to the Arnotts corporation3.The following will aim to provide an analysis of the Emporio Brand, highlighting the scratch market along with the various marketing strategies used by the brand. manoeuver MARKETOriginally the Emporio brand was marketed as a caf selection field of gourmet biscuits, to be enjoyed on special occasion s. The brand was targeting a corner high-class market, to illustrate prestige and quality. The target audience included booming women over 30. However, the convergence was repositioned in the middle of 2003, with various campaigns to target a different market.In order to supremacyfully implement these changes, a personal line of credit must first segment its market, in order to clearly mention the demands of the potential customers. Segmentation can occur through aspects ofGeographic billetThe selection of Emporios is getable nation wide, with over 95% of supermarkets accepting the product4. However, peculiar(a) attention is paid to particular regions, such as highly be metropolitan areas, where the digress and quantity of products are greater.DemographyThe targeted age has not differed from the original positioning of the product, however, particular attention is given to attract males, as well as maintaining the strong relation with women. This is achieved via adapting and introducing new lines.Emporio remain a premium biscuit, and thus are tailored to the white collar professions, with median(a) to high income.Psychograph with changes in the lifestyles of this demography, a new more effortless trend of entertaining has emerged, for which purpose this product is been portrayed.BehaviorThe Emporio brand has unploughed with tradition of providing an image of supreme quality and prestige, however, one, which can be, now enjoyed daily. trade STRATEGIESProductIt is important to identify the product at different levels at the core the product is a biscuit to be consumed with coffee. This core product issurrounded by an another(prenominal) level of identification, which allows the Emporio brand to be recognised as one of quality. This is the actual product where different styles of the original Emporio, aggregate with the quality and brand recognition of Arnotts.The success of Emporio can be enjoyed, imputable to its successfully implementation of p ositioning strategies, where an immediate image of value and quality was assigned with the Emporio name. A combination of positioning strategies was used include emplacement by benefits and quality where the different range of biscuits always insured that ingredients very used of the highest quality and at theyre freshest.Positioning by hurt people often associated a products equipment casualty with its quality. Emporios ranges of biscuits are a premium biscuit far expense than others available on supermarket shelves, reinforcing it as a quality product.Positioning by utilization occasion in its earlier marketing, the biscuit was shown as an occasional product. Through repositioning the biscuit provides a separate range, for daily indulgence. incase for the Emporio brand has been recognized as an important determined in its success by Arnotts vice president of brand management asshole West. Packaging was instrumental in ensuring the welcome, and positioning the brand, he says 5. The Emporio range is packaged to be recognized as a superior biscuit, which tally caf quality biscuits, via its individual packaging of each biscuit. The packaging also shows clearly with vivid colours and pictures of the type of biscuit used to distinguish among other competitors.PriceEmporio also implements a range of pricing policies. To defend high quality and distinguish itself from other ranges of biscuits it implementsprice points along with price and quality interactions. Where customers believe a higher price can be associated with better quality.Since Emporios remain an exclusive product, a relatively high price can be changed in order to maximize profits, market skimming.PromotionThe Emporio brand has employed numerous advertising methods to create awareness, and lastly induce convection to purchase their product. The use of nation wide television advertisements in 2003, to reposition the brand has seen a come back in late 2004. Combined with regular advertisement i n respected food, and fashion magazines. video The television ads portrays the target market of success businessmen and women in stake of lawyers, secretaries, and other executive roles enjoying a relaxing treat with their coffee, whist sing the jingle.The brand has also made use of below the line advance techniques, free sampling and point-of-purchase displays. Product sampling has mostly occurred to encourage other styles of the Emporio biscuit via online grocers.PlaceEmporio Biscuits are able to use the Arnotts brand and worth to gain access to direct channels, where the product is distributed to metropolitan areas, along with shop centers across the nation. The distribution of the brand is intensive, where the product is available at all possible supermarkets. With over 95% of national supermarkets embracing the product.Rosemary Ryan, Arnotts Emporio biscuit makes a savoury move, B&T,HYPERLINK http//www.bandt.com.au/ give-and-take/ac/0c0175ac.asp http//www.bandt.com.au/ intel ligence activity/ac/0c0175ac.asp, viewed on 18 May 2005. Ed Weiss, Australia, Biscuit World,HYPERLINKhttp//www.biscuitonline.com/index.jsp?page=article&magazineID=4&articleID=107 http//www.biscuitonline.com/index.jsp?page=article&magazineID=4&articleID=107, viewed on 18 May 2005. Unknown, Secrets of success products that win, B&T,HYPERLINK http//www.bandt.com.au/news/d2/0c0058d2.asp http//www.bandt.com.au/news/d2/0c0058d2.asp, viewed on 18 May 2005. Unknown, Secrets of success products that win, B&T,HYPERLINK http//www.bandt.com.au/news/d2/0c0058d2.asp http//www.bandt.com.au/news/d2/0c0058d2.asp, viewed on 18 May 2005 Unknown, Secrets of success products that win, B&T,HYPERLINK http//www.bandt.com.au/news/d2/0c0058d2.asp http//www.bandt.com.au/news/d2/0c0058d2.asp, viewed on 18 May 2005