S5228030, 2029MKT

centercenterMaggie Matheson

S5228030, 2029MKT

Bega smooth peanut Butter 470g case study

8820090900Maggie Matheson

S5228030, 2029MKT

Bega smooth peanut Butter 470g case study

Contents Page

Table of Contents

TOC o "1-3" h z u 1.0 Introduction and Company Background PAGEREF _Toc132791445 h 21.1 Introduction PAGEREF _Toc132791446 h 21.2 Company Background PAGEREF _Toc132791447 h 2

Introduction and Company Background

1.1 Introduction

High quality products, ranging from cheese to condiments, the Bega Group supplies it all. Some of the more popular items from the Bega Group, include peanut butter, vegemite and their vast variety of cheese. This report will conduct an analysis of the current situation of Bega smooth peanut butter 470g from the Bega Group. Following this, three reccomendations will be developed for an upcoming advertising campaign.

1.2 Company Background

3285351323115700Founded, 15th of July 1899 in Australia, the Bega Group created a diversified food and drink company with current manufacturing sites in New South Wales, Queensland, Victoria and Western Australia. Begas products are now exported around the world, available in most supermarkets and general stores. It is reported that Bega is responsible for over 500 employees and 20% of their overall production is exported to over 50 countries, showing the huge reach the Bega Group really has. According to the Sydney Morning Herald, the Bega Group is reportedly worth 1.1 billion dollars and is one of the leading players in the Australian stock market food manufacturing sector. Bega Group uses market factors such as purchasing behaviour, financial stability and age, relasing different products which target these niche markets, greatly differentiating itself from competitors. Furthermore, the effective placing and concentrated distribution of Bega products within stores such as Woolworths, Coles and IGA creates an increase of market demand and a great visual marketing strategy.

INCLUDEPICTURE "https://www.foodmag.com.au/wp-content/uploads/2015/09/BEGAOnline.jpeg" * MERGEFORMATINET

328485552126Figure SEQ Figure * ARABIC 1: Bega Group Logo

Figure SEQ Figure * ARABIC 1: Bega Group Logo

2.0 Background and Situational Analysis

2.1 Industry Analysis

Provide an overview of the Size, Growth or Decline, Opportunities and Trends in the market/industry in Australia. Back up all points with a citation with ideas from your research of the facts and stats from Passport, IBIS World, Company 360 and other quality Reports / Website like Roy Morgan and ABS.

Firstly, you should gather information on the industry as a whole. For example:

What is the size of the industry in Australia?

What are recent trends in the industry?

What is the industry potential? E.g. Growth rate, industry life cycle, etc.

Any information about the industry that could be useful for your decision-making

The bega group falls into two industries, these including the dairy and food processing industry. As Bega has expanded to retail stores it also falls under the retail and food service industry. However, as this report is focusing on Begas smooth peanut butter the industry this report will be focusing on is sweet spreads. The sweet spreads industry in Australia has a high demand, with consistent demand for niche gourment spreads. The increase of plant based products, gluten free products, nut free, dairy free products, low calories and sugar products and overall healthy alternatives to every product, creates several trends within the industry. Human beings health needs are ever changing which creates an ever growing need for the food processing industry.

2.2 Competitor Analysis

Now you need to determine who are the main competitors in the industry. For example:

Who are the key players?

What are their points of similarity and difference? You can create a table on this too.

How do the main competitors differentiate themselves in the marketplace?

What are the most common forms of the main competitors communication strategies e.g. TV, magazine, in-store promotions, etc.?

What are the most common forms of Advertising Approaches among the main competitors? Include images of how they advertise and what channels they mostly use.

Make a large vertical table with only max 3 competitors per page (i.e.: you might like to have 2 tables with 2-3 in each

Put the first column as the brand / product itself then create 5 others for a mix of direct and indirect competitors

The Bega Group has several key competitors, some of these being nescquick and A2 Milk. However, this section will prominently focus on the key competitors for Begas smooth peanut butter 475g. Some key competitors to consider are: Mayvers smooth peanut butter 375g, Lotus biscoff 400g, Ferraro Nutella 400g and Capilano Pure Honey 500g.

Product Bega Smooth Peanut Butter 470g

Price Range $6.40

Distribution Channels TV ads

Instore promotions

Facebook

1587508636000248606314041100

15959330226000

Product Mayvers Smooth Peanut Butter 375g

Price Range $5.80

SimiliaritiesSmooth Peanut Butter

Sold at the same grocery stores and same aisle

Peanut based

Sweet Spread

Differences 375g in comparison to 470g

Mayvers brand

Healthier alternative

Vegan Friendly

Distribution Channels 332475824785900144466424785900Tv ads

Youtube

Instagram

Facebook

Pinterest

40010615776800219202016116000

Product Lotus Biscoff 400g

Price Range $6.50

SimiliaritiesSweet Spread

Smooth Spread

Sold in the same grocery stores and same aisle

Differences 400g in comparison to 470g

Does not include peanut, nut free

Vegan Friendly

Not an Australian brand

More expensive

Distribution Channels Instore Promotions

Product Ferraro Nutella 400g

Price Range $5.70

SimiliaritiesSweet Spread

Nut based

Sold in the same grocery store and same aisle

Differences Recyable jar

400g in comparison to 470g

Distribution Channels 18874765651500309536139100Facebook

Instagram

Meta Business Ads

TV ads

59881725810200166814525781000Instore Promotion

32334086477000

INCLUDEPICTURE "https://www.shopassociation.org.au/sites/default/files/imagecache/article_full/uploaded-content/field_f_content_image/personalise_your_own_nutella_pop_up.jpg" * MERGEFORMATINET INCLUDEPICTURE "https://etimg.etb2bimg.com/photo/94247310.cms" * MERGEFORMATINET

Product Capilano Pure Honey Squeeze 500g

Price Range $8.60

SimiliaritiesSweet Spread

Australian based

Not vegan

Sold at the same grocery stores and same aisle

Differences No Nuts

Not in a jar

More expensive

Made with recyble plastic

Distribution Channels 26047704381500TV ads

Meta Business Ads

Facebook

29806903327400041595649720500Instagram

INCLUDEPICTURE "https://pbs.twimg.com/media/EY2gfHzU8AcRcpr.jpg" * MERGEFORMATINET

2.3 Consumer Analysis

Now you need to provide a description of the consumer market associated with the product category. For example:

Who are they? (e.g. their demographic, psychographic, geographic and behavioural characteristics)

What are the issues facing consumers of this product category?

What are the factors important to consumers when making the purchase/consumption decisions in this market?

Are they influenced by others? Do they make the purchases themselves?

Are there particular consumer needs not being met in the current marketplace?

Try to research on Roy Morgan and look at consumer trend reports on issues with your category e.g.: single use plastics, eco-friendly, health-conscious consumers etc.

Additionally, create a Mood Board and insert say 3-10 pictures that represent the consumer persona (e.g.: Shows age, gender, reference group, interests and activities, style of clothes etc) Google some example mood boards.

3.0 Advertising and Creative Strategies Campaign Analysis and Opportunities

3.1 Advertising and Creative Strategies Campaign Analysis

This section should include the following points:

Strengths and weaknesses of the current Major Advertising and Creative Strategies Campaign of your chosen company and the likely outcomes of this approach.

The focus of the current Major Advertising and Creative Strategies Campaign and the companys profitability because of this approach.

4.0 Recommendations and Conclusion

4.1 Recommendations Explanation of action/solution to address the issue related to the stakeholder via recommendations (Major Advertising and Creative Strategies Campaign)

THREE recommendations (Major Advertising and Creative Strategies Campaign).

Please provide justifications for each recommendation using the analysis of market opportunities.

Please also analyse the costs and benefits associated with the THREE recommendations.

Please support your arguments with research-based evidence from business and academic sources where appropriate

Further instructions on your recommendations:

Provide suggestions for what key actions are to be implemented from your analysis of the Company and Brand.

Recommendations should be actionable and implementable suggestions you have made because of your analysis.

Creatively Brainstorm what things you and your team will need to do moving forward?

Do not use first person Please write in third person like the rest of your report

Please ensure you back up some of your ideas with sources to affirm the suggested outcomes use some sources from in your paper already like Passport or Journals etc on a few points if possible

Maybe some multi-citing at the end of each sentence from a few sources you have used above as well as maybe some new ones to affirm these ideas with literature

Feel free to use some headings and/or dot points if needed but ensure you have a few meaningful long sentences around each recommendation.

Potentially have 3 longer recommendations or 5 shorter ones but have at least 4-6 sentences min on each recommendation.

Feel free to include any ideas you think are workable for the business to reposition in assignment 3 - Campaign

Please note that the focus of this assignment is to develop three recommendations for Major Advertising and Creative Strategies Campaign. This assignment allows for some strategic management analysis to inform implementation. However, the key focus is on the Advertising and Creative Strategies aspects and development of Advertising strategies for the chosen company as you move into Ass 3.

5.2 Conclusion (100-200 words)

Summary of the key issues, opportunities, and recommendations to draw a meaningful outcome from your analysis.

Meaningful summary of outcomes from your analysis of the research

Draw meaning at the end of your paper to wrap up why you wrote it and what it all means

Feel free to back up ideas with some sources you have used above to affirm your ideas if needed

Maybe some multi-citing at the end of each sentence from the articles you have used above in your paper to analysis

Dont use first person create a clear summary

Dont use any new content or ideas just summarise outcome from the paper and your analysis to display understanding

For example:

In conclusion, From the analysis this report acknowledged.. Additionally, .. Furthermore, Moreover, .. Overall,.. Ultimately, this paper has highlighted.....

Reference List Selecting and using evidence to support

A reference list should be included. A minimum of 10 references from quality sources are expected. References should include a good mix of business and academic sources. You must use the American Psychological Association (APA) referencing style. There is an APA referencing guide included under the assessment details folder on Learning@Griffith. APA 6th or 7th is fine.

Reference list starts on new page Must be a reference list of all things you cited not a bibliography of anything you found and might of looked at but didnt include in text

Must be 100% correct and consistent APA 6th or 7th style.

Please use the Griffith Referencing Guide Triple check your list

Focus on using variety of sources like Passport, IBIS World, Roy Morgan, ABS, VALS, Reports and Peer Reviewed Academic Journal Articles Min of 10

Alpha order Dont dot point or number

Dont justify the alignment and Use Single line spacing

Must ident the 2nd line on with hanging indent See example below to follow Turn the Ruler on and move 2nd line on in or set up a hanging indent

Remove any hyperlinks by clicking right click and remove i.e.: so there is no blue on the list if you have websites You do not need any retrieval dates

(Avoid using too many websites and use more credible sources like Passport and Quality Academic Peer Reviewed Sources from Databases like Emerald, ProQuest, Science Direct)

Examples to copy exactly:

Beugelsdijk, S., Slangen, A., & Van Herpen, M. (2002). Shapes of organisational change the case of Heineken Inc. Journal of Organisational Change Management, 15(3), 311-326. doi: 10/8498698960

Smith, A., & Jones, T. (2001). Managing change in business: In an Australian context. Journal of Organisational Change Management, 10(3), 234-245. doi: 10/766377884989

Example Reference Style of Various types of sources

Australian Bureau of Statistics. (2017). Apparent consumption of alcohol, Australia, 2015-16 (Catalogue No. 4307.0.55.001). Retrieved from http://www.abs.gov.au/ausstats/abs@.nsf/mf/4307.0.55.001/

Carragher, N., Shakeshaft, A., & Doran, C. M. (2012), Here we go again: cider's turn to highlight anomalies in Australia's alcohol taxation system. Australian and New Zealand Journal of Public Health, 37(1), 95-108. doi:10.1111/1753-6405.12000

Dan Murphys. (2018). Rekorderlig cider. Retrieved from https://www.danmurphys.com.au/list/rekorderlig

Euromonitor International. (2018, June). Alcoholic drinks in Australia. Retrieved from http://www.euromonitor.com/

Euromonitor International. (2018, June). Cider/perry in Australia. Retrieved from http://www.euromonitor.com/

Rekorderlig. (n.d.). About us. Retrieved from http://www.rekorderlig.com/au/about-us/

Roy Morgan Research. (2016, December). Somersby and Strongbow leading the cider boom. Retrieved from http://www.roymorgan.com/findings/somersby-strongbow-leading-cider-boom-201612130928