This marketing plan for Cheezels has been developed to identify where Snack Brands Australia and their competitors are positioned in the snack food market. New consumer trends in the industry were discovered, as well as threats and opportunities for Snack Brands Australia. The objective of executing the marketing mix plan is to increase the brand awareness and market share by 0.5% within 12 months. This also includes an increase of sales volume.
Cheezels has been long-established in the snack food industry. During the last two years, the customers changed their purchase behaviour. Nowadays, customers develop a health consciousness and are interested in locally produced products with a high level of food safety.
The target market for repositioning Cheezels include adults and their kids who live a family based lifestyle. This target market is not price sensitive, wants to know where the product is coming from and what kind of ingredients are in there. Cheezels will be repositioned by adopting new consumer trends and focussing on food safety.
Cheezels will be changed into a healthier product with a high level of food safety. Also, the package design will be slightly changed. The unique shape and fun aspect for kids will be maintained. Cheezels will be purchased by using a non-price strategy. Promotion of the product will include advertising, commercials, public relations and sale promotions. The main distribution strategy for Cheezels is a push strategy.
The implementation of this repositioning strategy will take 12 months. To evaluate and control the process surveys, sales volume and figures of the market share will be evaluated before, during and after the repositioning. The results of these metrics will be used to adjust strategies accordingly.
Snack Brands Australia will benefit from repositioning Cheezels. The customers will be more aware of the product, because Cheezels adapted to their needs and added value to the product.
Table of Contents
- Executive Summary
- Target Market & Positioning
- Selection of Target Market
- Positioning Strategy
- Positioning Attributes
- Positioning Map
- Marketing Mix Strategies
- Product
- Price
- Promotion
- Place
- Evaluation and Control
- Implementation & Schedule
- Conclusions and Recommendations
Objectives and Key Themes
The main objective of this marketing plan is to increase Cheezels' brand awareness and market share by 0.5% within 12 months, leading to a corresponding increase in sales volume. This will be achieved by repositioning the brand to align with evolving consumer preferences for healthier, locally sourced, and sustainably produced snacks.
- Repositioning Cheezels as a healthier snack option.
- Addressing consumer demand for transparency regarding ingredients and sourcing.
- Implementing a marketing mix strategy to enhance brand awareness and drive sales.
- Utilizing a differentiation strategy to stand out in the competitive snack food market.
- Monitoring and evaluating the effectiveness of the repositioning strategy.
Chapter Summaries
Executive Summary: This marketing plan analyzes Cheezels' market position, identifies emerging consumer trends, and outlines a strategy to increase brand awareness and market share by 0.5% within a year. The plan addresses shifting consumer preferences towards healthier, locally produced snacks by proposing product reformulation, packaging adjustments, and a targeted marketing campaign emphasizing food safety and sustainability. The key to success lies in adapting to consumer demands and adding value to the product.
Target Market & Positioning: This chapter defines the target market for the repositioned Cheezels as adults (30-50 years old) with children aged 3-14, residing in major Australian cities. These consumers, categorized as "Archivers," prioritize family, value quality and food safety, and are less price-sensitive. The chosen positioning strategy is differentiation, emphasizing Cheezels' health benefits (gluten-free, local production), unique shape, and sustainability initiatives to attract this discerning target audience. The chapter highlights the opportunity presented by the growing health consciousness among consumers.
Marketing Mix Strategies: This section details the marketing mix strategy to successfully reposition Cheezels. It covers the product's attributes (healthier formulation, improved packaging), price strategy (non-price focused), promotion methods (advertising, commercials, public relations, sales promotions), and place strategy (push strategy focusing on distribution channels). The plan aims to create a cohesive marketing message reinforcing the brand's commitment to quality, health, and sustainability, while maintaining its fun and playful appeal to children.
Evaluation and Control: This chapter outlines the methods for evaluating the success of the repositioning strategy. Key performance indicators (KPIs) such as surveys, sales volume, and market share will be tracked before, during, and after implementation. This data will inform ongoing adjustments to the strategy, ensuring its effectiveness and maximizing the potential for achieving the set objectives. This demonstrates a commitment to continuous improvement and data-driven decision-making.
Implementation & Schedule: This chapter focuses on the 12-month implementation plan for the Cheezels repositioning strategy. A Gantt chart (not included in this preview) would visually represent the timeline for each stage of the implementation, from product reformulation and packaging changes to the launch of the marketing campaign. The plan would ensure coordination across all aspects of the project, ensuring a smooth and efficient transition to the new Cheezels brand identity.
Keywords
Cheezels, marketing plan, brand repositioning, target market, consumer trends, health consciousness, food safety, sustainability, local production, marketing mix, differentiation strategy, brand awareness, market share, sales volume, implementation, evaluation.
Cheezels Marketing Plan: Frequently Asked Questions
What is the main objective of this marketing plan?
The primary objective is to increase Cheezels' brand awareness and market share by 0.5% within 12 months, resulting in a corresponding rise in sales volume. This will be achieved by repositioning the brand to better align with the growing consumer preference for healthier, locally sourced, and sustainably produced snacks.
Who is the target market for the repositioned Cheezels brand?
The target market consists of adults aged 30-50 with children aged 3-14, residing in major Australian cities. These consumers, categorized as "Archivers," value family, quality, food safety, and are less price-sensitive.
What is the core repositioning strategy for Cheezels?
The strategy focuses on differentiation, emphasizing Cheezels' health benefits (gluten-free, local production), unique shape, and sustainability initiatives to attract the discerning target audience. The plan highlights the opportunity presented by increasing health consciousness among consumers.
What marketing mix strategies are employed in this plan?
The plan details a comprehensive marketing mix strategy encompassing product attributes (healthier formulation, improved packaging), a non-price-focused pricing strategy, promotion methods (advertising, commercials, public relations, sales promotions), and a push strategy for distribution channels. The aim is to create a unified marketing message reinforcing the brand's commitment to quality, health, and sustainability, while maintaining its playful appeal to children.
How will the success of the repositioning strategy be evaluated?
The plan outlines methods for evaluating success using key performance indicators (KPIs) such as surveys, sales volume, and market share. These will be tracked before, during, and after implementation to inform ongoing strategy adjustments and ensure effectiveness.
What is the timeframe for implementing the repositioning strategy?
The implementation plan spans 12 months. A Gantt chart (not included in this preview) would detail the timeline for each stage, from product reformulation and packaging changes to the marketing campaign launch, ensuring efficient coordination across all project aspects.
What are the key themes addressed in this marketing plan?
Key themes include repositioning Cheezels as a healthier snack, addressing consumer demand for transparency, implementing a marketing mix strategy to boost brand awareness and sales, employing a differentiation strategy, and continuously monitoring and evaluating the repositioning strategy's effectiveness.
What are the key chapters included in this marketing plan?
The plan includes an Executive Summary, Target Market & Positioning, Marketing Mix Strategies, Evaluation and Control, and Implementation & Schedule.
What keywords are associated with this Cheezels marketing plan?
Key words include Cheezels, marketing plan, brand repositioning, target market, consumer trends, health consciousness, food safety, sustainability, local production, marketing mix, differentiation strategy, brand awareness, market share, sales volume, implementation, and evaluation.
- Quote paper
- Lena Vogel (Author), 2018, Marketing Mix Plan. A Repositioning Strategy for "Cheezels" on the Australian Snack Market, Munich, GRIN Verlag, https://www.grin.com/document/1289485
