Golden Circle Study Case

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Prepared by:
Manish Khurana – 3299295
Lucie Le borgne - 3360875
Priyanka Puppala - 3359701
Pernille Hoeyem Haug – 3387021
Mehdy Chioub - 3390000
Prepared by:
Manish Khurana – 3299295
Lucie Le borgne - 3360875
Priyanka Puppala - 3359701
Pernille Hoeyem Haug – 3387021
Mehdy Chioub - 3390000
| Mark 5810|
| Lucie

[The launch of golden circle baby food in Australia]|

Table of Contents

Executive summary2
Market Analysis2
Golden Circle before the launch2
The baby food industry3
Strategic analysis3
SWOT analysis3
Golden Circle strategy:4
Advertising campaign analysis5
Target market5
Strategic positioning6
Advertising campaign message and tone6
Differentiation and media use7

Executive summary

The baby food industry in Australia was dominated by the American brand Heinz’s monopoly. With its knowledge in canned food, strong reputation for quality products and with an added advantage of being an Australian brand, knowing the fact that people in Australia prefer their home brands, “Golden Circle” saw an opportunity to launch new baby food canned products and gain a viable market share. This report will focus on the strategy behind Golden Circle’s advertising communication: its goals, media use, creativity and positioning in order to explain why its communication campaign was very effective. Market Analysis

Golden Circle before the launch
Golden Circle started in 1947 as an Australian grower co-operative. It is one of Australia’s best known food manufacturers producing canned fruit and vegetables, chilled fresh and long life juices, cordials, jams and baby foods. With an extensive knowledge in production and conservation, the brand became the largest manufacturer of fruits and vegetables of the South Hemisphere. (goldencircle, Australia, 2011) Golden Circle’s mission is to provide quality products for everyone to enhance health and well-being. They position themselves as a traditional homemade brand focusing on quality. The baby food industry

The baby food industry is dominated by one player Heinz who retains 89.3% of the market share with glass baby food products. The major brands such as Nestle, Gerber and Nutricia tried to gain a share in this market but failed dramatically. Golden circle grabbed the opportunity of being trusted as an Australian brand and extended its product range into the baby food category to secure a good market share.

Strategic analysis
SWOT analysis
Strengths| Weaknesses|
-Holds a strong brand image and position: largest manufacturer of fruits and vegetables of the Southern Hemisphere-Micro technologic environment: Strong knowledge and techniques (Conservation, production) of canned fruits and vegetable-Promoting as an Australian Brand where home brand consumption is important- Cost effective| - No prior experience in the baby food category with no prior market understanding.| Threats| Opportunities|

-Macro-economic: Competition: Heinz power and monopoly on this market category-just one strong competitor-Macro social: Canned products can be seen as low quality products compared to glass one| - Parents are more financially secure and willing to spend money on goods that make parenting easier. - Parents need convenient, quality food and lifestyle product.- No other company promotes itself as an Australian brand- Increasing need for relevant and quality parenting information early in the process|

Issue: How to penetrate or gain market share in a market when one major player has the monopoly? Solution: From this analysis, combining the resources of the firms and the opportunities of the market it seems logical for the brand to promote itself as “The Australian Choice”.

Golden Circle strategy:

Second time mum: make them switch brand and create loyalty

Golden circle canned baby food product ad Campaign
First time mum: create attachment and loyalty

Health care professionals:...
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