Golden Circle Study Case
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 summary 2
Market Analysis 2 Golden Circle before the launch 2 The baby food industry 3
Strategic analysis 3 SWOT analysis 3 Golden Circle strategy: 4
Advertising campaign analysis 5 Target market 5 Strategic positioning 6 Advertising campaign message and tone 6 Differentiation and media use 7
Conclusion 9
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
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 summary 2
Market Analysis 2 Golden Circle before the launch 2 The baby food industry 3
Strategic analysis 3 SWOT analysis 3 Golden Circle strategy: 4
Advertising campaign analysis 5 Target market 5 Strategic positioning 6 Advertising campaign message and tone 6 Differentiation and media use 7
Conclusion 9
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
References: Golden circle - About us. Retrieved August 15, 2011, from http:// www.goldencircle.com.au Heinz – About us. Retrieved August 12, 2011, from http:// www.goldencircle.com.au “2002 Roy Morgan Research consumer survey on attitudes towards buying Australian made and the logo”. Retrieved August 14, 2011, from http://www.australianmade.com.au/research/ “Effective Advertising: case book of AFA Advertising effectiveness awards 7”, Advertising federation of Australia (2004), AFA, pp. 29 - 43