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Sanitarium: Weet-Bix

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on 29 May 2014

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Transcript of Sanitarium: Weet-Bix

"Australia's most loved and iconic breakfast cereal"
Secondary Target Market
Primary Target Market
Questions?
Principal Product: Weet-Bix
Target Market
Target Market
“Weet-Bix helps your family fly into their day”
“Aussie Kids are Weet-Bix Kids”,
Weet-Bix targets mothers with children aged between 0-12 years as their primary purchasers
Children aged between 3-8 years are the targeted end consumers
Weet-Bix aims to reach out to physically active young Australians with an interest primarily in sport.
Adolescents aged between 9-14 years
Adolescents within this age group are capable of applying logical thought when it comes to processing information
Interest, attitudes and opinions will largely affect their buying behaviour
Barriers to healthy eating:
lack of suitable foods at school and at home, the inability to change/influence food choices at home, and ignorance about healthy eating lifestyles.
$1.25
Thursday, May 29, 2014
Vol XCIII, No. 311
Major historical events:
Introduction to Sanitarium
High or low involvement?
Information search
27th April 1898
- Willie White and Sanitarium's first baker Edward Halsey, founded and legally registered 'Sanitarium Health Food Agency' as a small bakery of Melbourne
Early 1900
- due to bad reception of Granose (Sanitarium's original wheat flake biscuit) and poor marketing strategies, the business was restructured - production was relocated to Cooranbong NSW and was renamed to 'Sanitarium Health Food Company'.
1928
- Sanitarium acquired Grain Product Limited, which produced a "sweetened flake biscuit" that is now commonly known as Weet-Bix
2001
- Australian Health & Nutrition Association Limited trading as 'Sanitarium Health & Wellbeing Company'
Low involvement Low/high involvement High involvement



Sanitarium: Weet-Bix
By: Rebecca Mok, Sophie Kijumnuayporn, Olivia Jap and Travis Su.
Sanitarium Health & Wellbeing Company is registered as a not-for-profit organisation in Australia.

Sanitarium is privately and wholly owned by Seventh-Day Adventist Church, and all profits earned are donated to the Church's Australian charity events and activities.
Sanitarium's current status:
1600 employees
170 products, including breakfast foods , soy products, vegetarian foods and spreads
reported revenue of $395 mil at June 2013
ranked 140 on Top 500 Private Companies of Australia in 2013 by IBISWorld
Nutritious benefits:
97% wholegrain so high in fibre and carbohydrates
7 essential vitamins and minerals such as vitamin B's (B1, B2 and B3), iron, magnesium, zinc and folate
low in fat and less than 3% sugar
Kellogg's, Uncle Tobys,
private labels (Aldi),
Carman's Fine Food
Sponsorships, promotions
and media advertising
Supermarkets and convenience stores
cost-based pricing
Potential Markets: Behavioural segmentation
Weet-Bix is a highly nutritious breakfast cereal
Strategy very useful for the breakfast cereal industry
Can appeal to consumers of all ages, particularly university students and young adults, who value balanced and healthy lifestyles, or are into sport and are healthy food enthusiasts.
Current marketing mix & implications

The current product strategy of Weet-Bix is to be the most nutritionally balanced cereal available on the market. In line with primary/secondary target markets and potential markets
Distribution is widespread and is available in major supermarket chains (e.g. Woolworths, Coles and IGA), convenience stores, service stations and corner stores.
Difficult in the cereal market to position a product as a premium product worthy of a higher price compared to other cereals. The main objective of consumers would be to look for cereals that meet their taste and/or nutritional needs, while also providing the greatest value
Current promotional strategy mostly aimed at young children and mothers
Some potential consumers
+ high number of alternatives
+ product-differentiation
+ relatively wide price discrepancy
+ meticulousness
= Limited decision-making


Information search is limited to internal search based on experiences, past learning, and exposure to stimuli
The level of external search is minimal (none if brand-loyal)
Costs of information search (time and effort) > benefits

Type and usage of information
Information search
Information search is limited to internal search based on experiences, past learning, and exposure to stimuli
The level of external search is minimal (none if brand-loyal)
Costs of information search (time and effort) > benefits

Current consumers
+ low price
+ brand loyal decisions
+ low perceived risk
= Habitual decision making

Sources: Television advertisements, print media, website, event sponsorship, word of mouth, past experiences



Slogan ‘Aussie Kids are Weet-Bix Kids in packaging’ --> iconic rote learning --> needs for consistency for target market
Celebrities in Advertising as source of message --> vicarious learning and classical conditioning --> esteem needs and needs for modelling
Event Sponsorship: AFL, Cricket Australia, Kids triathlon --> classical conditioning --> reflect Australian sports
Evaluation Criteria and Decision Rule
• Limited evaluation
• Surrogate indicators (e.g. endorsement from Australian sports athletes to increase its predictive value
• Criteria differs for mothers and children
• Mothers: health, price and convenience
• Children: taste, packaging appeal and reference groups
• Associations with sporty image effectively attracts reference groups that influence potential consumers
- Lexicographic decision rule
Outlet selection and purchase
Limited outlet selection: selective distribution in supermarket and convenient stores.
Outlet selection before evaluation analysis for grocery product
Types of purchases consumers may conduct:
A) Unplanned/ reminder purchase: discounts in catalogues --> consumers select retail store without further evaluation --> stock-pilling
B) Natural Depletion → specifically planned decision
C) Desire to buy cereal without knowing which brand --> generally planned decision --> influenced by point-of-purchase displays, price reductions and promotional deals
Multiple buying units: children have influencing and initiator role for buyers (mothers)

Disposal
Easy disposal
Environmentally friendly packaging of cereal box
Engagement continues after consumption → events involvement
Habitual nature --> low purchase dissonance
Evaluate satisfaction based on performance
1. Instrumental performance: taste
2. Affective performance: excitement and feeling
Low-Purchase Involvement: Responses to dissatisfaction is passive
Austalia’s individualistic culture →Toll-free phone-line

Recommendations for Sanitarium’s Marketing strategy
- Current target customer group: Mothers with children aged 0-12 years
- Current target consumer group: Children aged 4-8 with interests in sport
- Let’s talk about the target customer group first…
- A survey finds 51% of men are primary grocery shoppers
- Increased participation rate for women 60.3% in 2001/2 to 65.3% in 2011/12
- Many families now sharing task of grocery shopping between man and woman
- Reposition products/promotional strategies to target both men and women (mothers and fathers)
- Now let’s talk about the target consumer group…
- Scope is too narrow
- Many consumers now older
- We recommend widening the target to include adolescents and young adults
- Consider positioning products as a ‘health product’ rather than a sports cereal


A. Target Market and/or Positioning Changes
Recommendations for Sanitarium’s Marketing strategy
- Focus on modifying products by changing characteristics to maintain/secure market share
- Introduction of new products: Weet-Bix bites, Weet-Bix kids, Weet-Bix Plus
- Reach out to new market segments without taking away original
- Emphasize healthy nutritional value of new products
- Current strategy implemented is currently appropriate

B. Product Decisions
Current marketing mix & implications

The current product strategy of Weet-Bix is to be the most nutritionally balanced cereal available on the market. In line with primary/secondary target markets and potential markets
Distribution is widespread and is available in major supermarket chains (e.g. Woolworths, Coles and IGA), convenience stores, service stations and corner stores.
Difficult in the cereal market to position a product as a premium product worthy of a higher price compared to other cereals. The main objective of consumers would be to look for cereals that meet their taste and/or nutritional needs, while also providing the greatest value
Current promotional strategy mostly aimed at young children and mothers
Recommendations for Sanitarium’s Marketing strategy
- Many not well-versed in nutritional information → price as a surrogate indicator
- Sanitarium’s Weet-Bix generally slightly more expensive than competing products
- Shoppers are now more price sensitive
- Either attempt to cut costs to lower prices or…
- Justify the higher price by differentiating itself and emphasizing the greater value

C. Pricing Decisions
Recommendations for Sanitarium’s Marketing strategy
- Current distribution channels are supermarkets e.g. Woolworths, Coles, Aldi, and IGA
- And other various retail outlets
- Store choice for consumers comes before evaluation and selection for cereal (generally)
- Optimum for the foreseeable future



D. Distribution Decisions
Recommendations for Sanitarium’s Marketing strategy


- Positive affective attitude through mere exposure by having logo promoted at sporting events
- Classical condition used to transfer positive emotions towards sports activities to Weet-Bix
- Trigger generic problem recognition by emphasizing necessities of a wholesome breakfast (changing importance of beliefs)
- Shape behavioural attitude by offering samples and price discounts for operant conditioning
- Establish and strengthen a brand community
- Hold sporting events/competitions for market mavens
- Select young ambassadors to spread/deepen community
- Make use of the strength of reference groups within this age group
E. Promotion Decisions
Rebecca Mok, Sophie Kijumnuayporn,
Olivia Jap and Travis Su.
Thank you!
Full transcript