Vegemite: Marketing and Product

Splendour in the Grass is an annual Australian music festival. In 2001, Splendour in the Grass started as a one day event held at Belongil Fields in Byron Bay, NSW and soon evolved into a three day event. It is now considered to be one the nation’s largest winter festivals and attracts a large number of visitors that travel from all over the country.

Q3-Compare the “How do you like your vegemite “ campaign with “isnack 2.0” Naming campaign. Why were the results do different?

Everyone has his or her own personal preference towards buying generic or name brand products. When shopping in a grocery store does the type of pasta really matter to you? How about the type of macaroni and cheese you reach for? Same ingredients, same directions on how to mix and stir up the final manufactured goods but is it really the “same”. To a lot of people it might not make a difference, but like me, a lot of people prefer spending the extra 50 cents on a box of “Kraft Macaroni and Cheese” and it’s worth every penny.

The commercial has a strong association with nourishment and technology as it is advertising vegemite on television which is a standout amongst the most utilized devices used today! The commercial has a connection with society as commercials not only encourage people to purchase new products to accomplish individual’s aims or targets, values and delights, but they

One of the most heavily marketed product categories is food (Cairns) and commercial television is one of the largest influences on the foods that

A.1 sought to introduce and launch a new poultry marinade item, and was planning to continue an aggressive marketing campaign against its competitors. However, marketing the new poultry product was a failure and A.1 had to reassess its strategies regarding the launching of new trial marinade brands. The major challenge that A.1 based however was protecting its market share, and brand integrity by counteracting though bold launch of a new steak sauce product by Lawry which was cheaper, and very similar to the A.1 product. Lawry Steak Sauce was one dollar less than A.1. Steak Sauce ($3.99 vs. $4.99), and the Lawry product were 11 ounces whereas A.1 was 10 ounces. Lawry’s product was also similar in taste, texture and packaging as the A.1 product which also presented a serious problem for A.1. Added to this was the fact that Lawry introduced its new product live on an interactive cooking show which gave the product an extra media boost. (Kerin & Peterson, 2011, 634)

Moreover, the price level will always compete one to another. As a result, there is a strong barrier for other companies to enter the same market. Which ultimately it will only encourage those three companies to continue their dominance of the market share of spreads.

Brand building, consumer health and wellness, and advertising and promotions were all critical to success in the industry. Kraft’s ability to compete with lower priced snacks showed its ability to differentiate itself from other lower priced competitors.

Woolworths has capitalized on the idea of becoming ‘the fresh food people’. They have implemented various different ways to approach the customers by informing them of healthy food choices, as well as fresh food facts. They have created a website that informs them of how and where their produces are made. They create commercials of ‘Fresh Market Update’, which summarizes which fruits and vegetables are in season. Their magazines, the Fresh magazine and Australian Good Taste, are a monthly magazine that shows healthy recipes to recreate. This marketing push on their slogan reassures the customers that their choice in retailer to buy from is the healthiest choice.

Today Unilever is one of the world’s largest consumer products companies. Becel Margarine was launched in 1978 as a premium priced product, positioned as the heart healthy margarine of choice. Previously, the Becel brand had been positioned as the heart healthy margarine of choice in Europe for twenty years prior to Canadian introduction. Despite unique positioning Becel struggled for many years gaining only 8.1 percent market share by 1991. Unilever considered several options for growing the Becel brand, such as, price decreases, repositioning the product, and dramatic increases in advertising support. In 1991 Lipton devised the strategy “living a life that is young at heart”. This strategy was very successful with its current target market, 65 and above. In the butter and margarine category, butter holds fifty percent of the market. The Dairy Bureau of Canada positions butter as tasty and natural, which is conveying that margarine is processed and does not taste as good. However, that is not true, margarine is better for you than butter and does suit consumers’ tastes. In addition, the health focus of the butter and margarine market is growing. More and more competitors are positioning their product as healthy for the consumer. For example, Parmalat is a brand of butter that has just entered the margarine market to compete with Becel with the brand Lactantia.

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

To optimize brand identity, the company should pursue the first option of marketing the idea of Family Connection. This idea is more distinctive and durable having resulted in the highest number of purchase intent when compared to the other concept. This positioning idea also received the highest votes in a poll of consumers, asking which positioning concept they liked best. The Family Connection concept is meant to depict family and friends sharing one meal of good food – “It Welcomes You In.” This concept appeals to the emotional and functional benefits of Saxonville’s target consumers’ core values, of wanting to feel intrinsically, that (she) is doing a good job and will satisfy her brand needs. Because “Vivio” ranked seventh when asked which brand names fit best with the consumers’ “ideal” Italian sausage product, I believe it is in the company’s best interest to reconsider the name of their Italian sausage brand. The most

The case focuses on Kellogg’s Special K brand and considers how the marketing of this has changed over time. Marketing is not static – it must be developed as market conditions and customer expectations change.

The sweet and savory spreads market in the last decade has undergone phenomenal changes due to varying economic, environmental and social conditions. Honey in particular, has been one spread that has gone through both prosperous and rough patches. Honey manufacturers and packers have used technological innovation to create a new market niche while strengthening their traditional markets with solid marketing schemes and planning.

This helps product development as internal chefs can freely do experiments and explore new food solutions