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Golden Circle Study Case Essay

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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
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Advertising campaign analysis
Target market
During the launch of their new product, the brand had to communicate the right message to the target markets. After qualitative analysis, the firms decided to focus on 3 main targets: * First time mother with baby aged between 4 to 12 months:
Why? The first time mothers were sensitive and more protective and hence their focus will be on making the right choice for their babies in the selection of products and also since they represent a large market in Australia.
Objective: Create brand awareness and emotional attachment to the brand; build strong relationship with the mum to enhance loyalty.

* Second time mother with at least one child under 12 month:
Why? They represent a large target market in Australia, since there is a lack of choice in the baby food category there was an opportunity to offer the market a good reason to switch their brand
Objective: Make them switch brand and create loyalty to Golden Circle through creation of emotional connection with mothers.
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