Situation Analysis/Target Market Identification Report and Collage

3399 Words14 Pages
09/08/2011

SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION

Curtin College Ms. Desiree Jones Trimester 2, 2011

Situation Analysis/ Target Market Identification

SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION

1.0 Situation Analysis/ Current marketing Mix 1.1 Current Product

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rnott‟s Tiny Teddy is a brand of sweet biscuits which has children aged between 3 – 7 years old as a primary focus market (Ryan 2002). Each biscuit is small in size and formed as a tiny bear which kids find “cute”. The benefits of buying such a

product are that it has no artificial colours, flavours or preservatives (Arnott‟s 2009). Plus, it has been proved that in a recommended serve of 13 biscuits, there is only less than a teaspoon of fat
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Examples of supermarkets and groceries are Coles, Woolworths, IGA, Food Works, Flemings, BI-LO, Action Supermarkets and etc (Coles 2011). The product is also available at some gas stations where actually the sale of the good is seen to have a weight. Being a product loved by children most stores and supermarkets have Tiny Teddy as an item to be sold as the brand has a good image and quality is offered in buying the product, which are attributes that attract a potential buyer. Tinny Teddy is found on the middle upper to lower or upper shelves of almost all food stores. This concludes that businesses try to display the product to the maximum to their audience. 1.4 Current Promotion

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rnott‟s brand uses colourful, musical and fast ads to promote the Tiny Teddy biscuits. The 2009 IGA/ Arnott‟s promotion consisted of buying 2 Arnott‟s Tiny Teddy to enter a price withdrawal of $100, 000 (Lottos 2011). This promotion was

effected so as to target parents of kids in buying the Arnott‟s Tiny Teddy. Plus, the 2010 audio-visual ad was promoting the Tiny Teddy hundreds and thousands (Youtube 2010). The
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SITUATION ANALYSIS/ TARGET MARKET IDENTIFICATION

ad consisted of a party where kids were dancing and along were dancing the 3 little tiny teddies featured on the product packaging. One character of the Tiny Teddy scattered the hundreds and thousands little snacks all over the floor while opening when it was
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