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Marketing Report on Uncle Tobys

Part 1 and 2 of marketing assessment 2
by

Philip Argyropoulos

on 4 November 2012

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Transcript of Marketing Report on Uncle Tobys

Owns 449 factories and operates in 86 countries Snacks Cereal 3.0 Competitor analysis The two companies that are direct competitors with Uncle Tobys is Kellogg’s and Sanitarium. They all supply customers with breakfast products that are available at supermarkets around Australia. All these brands provide alternative products that give customers variety in what they can eat to start their day. H 5.0 Market Segmentation Market segmentation is the division of a market into identifiable groups
Generation Y Generation X Baby Boomers 2.0 Market Overview Market category – Breakfast and Snacks

Market size – Nestle Australia makes up 5% R 4.0 Buyer behavior There are five stages in the consumer buying process. These stages include; need recognition and problem awareness, information search, evaluation of alternatives, purchase and post-purchase evaluation.

There are two factors in which influence the consumer buying behaviours. These are internal and external. The internal factors include psychological and personal factors, including price, personality, lifestyle and roles (Caregiver etc.). External factors are often hard to control; these include culture and social class. Both of these factors will determine whether a consumer decides to purchase a product. L 6.0 Internal analysis (SWOT) H Increase the number of healthier breakfast products as an attempt to reduce child obesity, which is a growing concern in Australia. These healthier options are grain based flakes with nuts and dried fruits. Uncle Toby’s will increase supply within school canteens, which will increase revenue (by $0.05%), profit and future growth by the end of 2013. 8.0 Target Market Definined L Uncle Tobys has a variety of different products that cater the needs of many age groups. These include:
Adult
Young children
Families, and
The elderly 9.0 Desired Positioning Best Oats available in Australia

Attractive and healthy option

Australian made

Appealing to weight and cholesterol cautious people R Perceptual Map Comparing Different Cereal Brands R 1.0 Company background “Organic food: healthy for you, healthy for the environment”

“Nobody does oats like UNCLE TOBYS”
(Most recent)

“Building healthy Australians” (1997)

“Edge for life” (2002) Market Growth - refers to the concept of an increase in demand for a specific product or service over a given period of time.

Market Structure - There are many different market structures. Uncle Tobys would fall under a monopolistic market, as there are many buyers and sellers in the cereal and snack goods market.

Trends – There are 5 different trends, they include; political, economical, social, Technological and social. R Geographical
 Australia
 Demographic

Age
Generation Y - 5 – 35 years old
Generation X - 36 - 47 years old
Baby Boomers - 48 - 66 years old 7p framework Price Process 7.0 Product objectives By using a social media marketing campaign to run a competition, which will drive brand recognition and awareness and increase sales in year 1 (2012) by 15% and year 2 (2013) by 20%. Achieve an increase in 0.1% of market share using branding, by the end of 2013. Ways that this will be achieved is through creating new advertisement’s that attract to ages 4-12 years old.
Psychographic

Attitude
Generation Y - Try different things
Generation X - Develops routine
Baby Boomers - Continues routine
Behavioural

Loyalty status
Generation Y - None, Medium
Generation X - Strong, Medium
Baby Boomers - Strong, Medium Product People Promotion Placement Physical
Evidence 1 2 3
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