Situation Analysis/Target Market Identification Report and Collage
09/08/2011
SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION
Curtin College Ms. Desiree Jones Trimester 2, 2011
Situation Analysis/ Target Market Identification
SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION
1.0 Situation Analysis/ Current marketing Mix 1.1 Current Product
A
rnott‟s Tiny Teddy is a brand of sweet biscuits which has children aged between 3 – 7 years old as a primary focus market (Ryan 2002). Each biscuit is small in size and formed as a tiny bear which kids find “cute”. The benefits of buying such a
product are that it has no artificial colours, flavours or preservatives (Arnott‟s 2009). Plus, it has been proved that in a recommended serve of 13 biscuits, there is only less than a teaspoon of fat and less than 2 teaspoon of sugar. Being a kid‟s snack, tiny teddy was supposed not to be sold at the school canteen, but since it meets the “Amber” school canteen guidelines, this product is allowed to be sold without no restrictions as it does not spoil the health of kids promptly (Choice Food For Kids 2007). As being a snack or a party time good, Arnott‟s Tiny Teddy should be convenient to buy. It should be easily found on the shelves of a store as consumers will buy it on impulse or on special occasions. The package of the product is very colourful with features such as leaves, mushrooms, bees, ladybirds, 3 teddy bears – where each one represents a flavour; honey, choc chips and chocolate (Arnott‟s 2009). Individual flavoured biscuits are also available if one does not want to buy the variety bag. In one big bag of Tiny Teddy there are 10 little packs of cookies. It depends on the consumer‟s loyalty, if no Tiny Teddy is available at a store. But even though, it seems like parents of kids are very loyal in buying Arnott‟s Tiny Teddy instead of other brands as they know the health factors that Arnott‟s take in consideration in manufacturing the Tiny Teddy. The packaging of the product varies on the quantity and other models
SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION
Curtin College Ms. Desiree Jones Trimester 2, 2011
Situation Analysis/ Target Market Identification
SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION
1.0 Situation Analysis/ Current marketing Mix 1.1 Current Product
A
rnott‟s Tiny Teddy is a brand of sweet biscuits which has children aged between 3 – 7 years old as a primary focus market (Ryan 2002). Each biscuit is small in size and formed as a tiny bear which kids find “cute”. The benefits of buying such a
product are that it has no artificial colours, flavours or preservatives (Arnott‟s 2009). Plus, it has been proved that in a recommended serve of 13 biscuits, there is only less than a teaspoon of fat and less than 2 teaspoon of sugar. Being a kid‟s snack, tiny teddy was supposed not to be sold at the school canteen, but since it meets the “Amber” school canteen guidelines, this product is allowed to be sold without no restrictions as it does not spoil the health of kids promptly (Choice Food For Kids 2007). As being a snack or a party time good, Arnott‟s Tiny Teddy should be convenient to buy. It should be easily found on the shelves of a store as consumers will buy it on impulse or on special occasions. The package of the product is very colourful with features such as leaves, mushrooms, bees, ladybirds, 3 teddy bears – where each one represents a flavour; honey, choc chips and chocolate (Arnott‟s 2009). Individual flavoured biscuits are also available if one does not want to buy the variety bag. In one big bag of Tiny Teddy there are 10 little packs of cookies. It depends on the consumer‟s loyalty, if no Tiny Teddy is available at a store. But even though, it seems like parents of kids are very loyal in buying Arnott‟s Tiny Teddy instead of other brands as they know the health factors that Arnott‟s take in consideration in manufacturing the Tiny Teddy. The packaging of the product varies on the quantity and other models