This marketing plan for Cheezels has been developed to identify where Snack Brands Australia and their competitors are positioned in the snack food market. New consumer trends in the industry were discovered, as well as threats and opportunities for Snack Brands Australia. The objective of executing the marketing mix plan is to increase the brand awareness and market share by 0.5% within 12 months. This also includes an increase of sales volume.
Cheezels has been long-established in the snack food industry. During the last two years, the customers changed their purchase behaviour. Nowadays, customers develop a health consciousness and are interested in locally produced products with a high level of food safety.
The target market for repositioning Cheezels include adults and their kids who live a family based lifestyle. This target market is not price sensitive, wants to know where the product is coming from and what kind of ingredients are in there. Cheezels will be repositioned by adopting new consumer trends and focussing on food safety.
Cheezels will be changed into a healthier product with a high level of food safety. Also, the package design will be slightly changed. The unique shape and fun aspect for kids will be maintained. Cheezels will be purchased by using a non-price strategy. Promotion of the product will include advertising, commercials, public relations and sale promotions. The main distribution strategy for Cheezels is a push strategy.
The implementation of this repositioning strategy will take 12 months. To evaluate and control the process surveys, sales volume and figures of the market share will be evaluated before, during and after the repositioning. The results of these metrics will be used to adjust strategies accordingly.
Snack Brands Australia will benefit from repositioning Cheezels. The customers will be more aware of the product, because Cheezels adapted to their needs and added value to the product.
Table of Contents
Executive Summary
Table of Contents
Target Market & Positioning
Selection of Target Market
Positioning Strategy
Positioning Strategy
Positioning Attributes
Positioning Map
Marketing Mix Strategies
Product
Defining the product attributes
Price
Promotion
Place
Example of distribution model
Evaluation and Control
EVALUATION OF GOAL/OBJECTIVE
Implementation & Schedule
Gantt Chart
Conclusions and Recommendations
Reference List
Target Objectives and Core Topics
This marketing plan aims to reposition the snack brand Cheezels to better align with evolving consumer health consciousness and safety concerns, with the primary objective of increasing brand awareness and market share by 0.5% within a 12-month period.
- Analysis of consumer behavior and health-conscious industry trends.
- Strategic repositioning of target demographics towards family-oriented segments.
- Development of a revised product offering, including healthy ingredient alternatives and sustainable packaging.
- Implementation of a targeted marketing mix focusing on differentiation and brand loyalty.
- Establishment of evaluation metrics to monitor sales growth and market penetration.
Excerpt from the Book
Positioning Strategy
The main positioning strategy that Snack Brands Australia should implement is differentiation. As identified above, our target market are adults who have well informed purchase decisions. They are considered as Archivers who care about food safety and their habitual purchase decisions are less often. By repositioning Cheezels, adults and their children have to be similarly focused. The repositioning strategy involves increasing the brand awareness and improving the innovativeness of Cheezels. By advertising and positioning, Snack Brands Australia should emphasise their benefits like being gluten free, locally produced and having a unique shape. When we change the image of Cheezels into a more sustainable and healthy snack, customers feel more related with the product and will change their buying behaviour which will lead to an increase of sales. The main emphasis of promoting fun for the kids should be maintained by advertising to adults and kids in a different way.
Summary of Chapters
Target Market & Positioning: This chapter identifies the core demographic of health-conscious families and outlines the differentiation strategy required to capture their attention.
Marketing Mix Strategies: This section details the operational changes regarding the product recipe, competitive pricing, promotional campaigns, and push-based distribution models.
Evaluation and Control: This chapter defines the specific metrics, such as online surveys and sales volume reports, used to measure the success of the repositioning strategy.
Implementation & Schedule: This chapter presents a 12-month timeline via a Gantt chart to synchronize product development, marketing launches, and evaluation milestones.
Conclusions and Recommendations: This concluding section synthesizes the strategy and suggests future growth opportunities, including potential expansion toward young adult demographics.
Keywords
Marketing Plan, Cheezels, Snack Brands Australia, Repositioning, Differentiation, Health Consciousness, Food Safety, Sustainability, Market Share, Target Market, Promotion, Distribution Strategy, Consumer Behaviour, Product Attributes, Brand Awareness.
Frequently Asked Questions
What is the primary goal of this marketing plan?
The primary goal is to reposition Cheezels as a healthier and more sustainable snack choice, ultimately aiming to grow brand awareness and market share by 0.5% within one year.
Who is the target audience for the repositioned Cheezels?
The target audience consists of adults and their children who live a family-based lifestyle and prioritize locally produced, safe, and high-quality ingredients.
What is the main differentiation strategy for the product?
The main strategy is to replace unhealthy palm oil with sunflower oil and promote the product as a sustainable, locally produced, and gluten-free snack option.
How will the effectiveness of these changes be measured?
Success will be evaluated through regular online surveys, monitoring market share percentages, and analyzing sales volume reports at specific intervals (every 6 weeks, 3, 6, and 12 months).
Does the plan suggest changing the price of Cheezels?
Yes, the plan recommends a 6% price increase to account for higher production costs associated with healthier ingredients, positioning Cheezels on par with direct competitors.
What distribution approach is used for Cheezels?
The brand utilizes a "push strategy" by leveraging major supermarket chains and convenience stores, ensuring high product visibility at eye-level for children.
What specific role does the "Cheezels-man" play in the promotion?
The Cheezels-man is used in animated commercials to highlight the product's fun aspect for children, while a mobile app features him to build engagement through challenges and games.
How does the plan intend to involve customers more actively?
The company plans to use social media updates every two weeks and potentially invite customer feedback on product development to build loyalty, similar to the strategies of competitors like Red Rock Deli.
- Quote paper
- Lena Vogel (Author), 2018, Marketing Mix Plan. A Repositioning Strategy for "Cheezels" on the Australian Snack Market, Munich, GRIN Verlag, https://www.grin.com/document/1289485
