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Case Study: Arnott's Emporio Marketing Strategy

1282 words - 6 pages

INCLUDEPICTURE "http://www.arnotts.com/Biscuits/Images/p_headtop_94.gif" \* MERGEFORMATINET INCLUDEPICTURE "http://www.arnotts.com/Biscuits/Images/p_headtoptwo_94.gif" \* MERGEFORMATINET
Executive SummaryThe Australian cracker and crispbread market was worth $245.4 million in June of 20031. With the Australian biscuit market accounting for about $100million annually. Arnotts Biscuits controls approximately 56% of this market2. Where over the past few years, has seen to an increase in demand of premium quality biscuits.The Emporio range of café style biscuits were first launched by Arnotts in January 2001 to meet this increase in demand for a high quality biscuit to emulate the ...view middle of the document...

This is achieved via adapting and introducing new lines.Emporio remain a premium biscuit, and thus are tailored to the "white collar" professions, with medium to high income.PsychographThrough changes in the lifestyles of this demography, a new more casual trend of entertaining has emerged, for which purpose this product is been portrayed.BehaviorThe Emporio brand has kept with tradition of providing an image of supreme quality and prestige, however, one, which can be, now enjoyed daily.Marketing 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 is surrounded by another level of identification, which allows the Emporio brand to be recognized as one of quality. This is the actual product where different styles of the original Emporio, combine with the quality and brand recognition of Arnotts.The success of Emporio can be enjoyed, due to its successfully implementation of positioning strategies, where an immediate image of value and quality was assigned with the Emporio name. A combination of positioning strategies was used include:Positioning by benefits and quality - where the different range of biscuits always insured that ingredients very used of the highest quality and at they're freshest.Positioning by price - people often associated a product's price with its quality. Emporio's ranges of biscuits are a premium biscuit far expense than others available on supermarket shelves, reinforcing it as a quality product.Positioning by usage occasion - in its earlier marketing, the biscuit was shown as an occasional product. Through repositioning the biscuit provides a separate range, for "daily indulgence".Packaging for the Emporio brand has been recognized as an important determined in its success by Arnott's vice president of brand management Peter West. Packaging was "instrumental in ensuring the welcome, and positioning the brand", he says5. The Emporio range is packaged to be recognized as a superior biscuit, which resemble café 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 between other competitors.PriceEmporio also implements a range of pricing policies. To represent high quality and distinguish itself from other ranges of biscuits it...

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