Marketing Audit Lite N' Easy
Marketing Audit: Lite n’ Easy
Table of Contents
1. Executive Summary 4
2. Introduction 5
3. Relevant Environments 5
4. Competitive Situation Analysis 7
5. SWOT Analysis 8
6. Position on the GE (General Electric) Grid 9
7. Market Research Needs 10
8. Consumer Behaviour Issues Relevant To The Purchase And Consumption Of Product 12
9. Target Segments and Core Benefits 14
10. Positioning Strategy 16
11. Product and Branding Strategy 18
12. Pricing Strategy 20
13. Distribution Strategy 21
14. Promotion Strategy 22
15. Customer service and relationship activities 24
16. Implementation Issues 25
17. Conclusion 29
18. Bibliography 30
19. Appendix
A. Interest rate table
B. Petrol and crude oil prices
C. Malow’s hierarchy of needs
D. Porter’s 5 forces model
E. Competitive situation analysis
F. SWOT analysis
G. GE (General Electric) Grid
H. PSSP
I. Perception map
J. Advertisement focuses on young mother
K. Advertisement focuses on middle-age couple
L. Lite n’ Easy logo
M. Top and tail advertising
N. Recommendations
1. Executive Summary
The audit is a comprehensive analyse of the marketing strategy of Lite n’ Easy. The purpose of this report is to provide clarity on the successful marketing strategies of Lite n’ Easy and also assess the aspects in which their marketing strategy is deficient. The market strategy itself is a focus on product, place, promotion and price. Other aspects such as market research, segmentation of the market, analysing of buyers’ behaviour, and the market trends have been analysed through market environment, competitor and company analysis. From these assessments, detailed recommendations have been made as a means to improving Lite n’ Easy’s overall market strategy.
Included in this report are explanations as to why a broader advertising campaign would increase product recognition and why further market research would assist Lite n’ Easy to better aim its focus in its target market. The implementation of
Table of Contents
1. Executive Summary 4
2. Introduction 5
3. Relevant Environments 5
4. Competitive Situation Analysis 7
5. SWOT Analysis 8
6. Position on the GE (General Electric) Grid 9
7. Market Research Needs 10
8. Consumer Behaviour Issues Relevant To The Purchase And Consumption Of Product 12
9. Target Segments and Core Benefits 14
10. Positioning Strategy 16
11. Product and Branding Strategy 18
12. Pricing Strategy 20
13. Distribution Strategy 21
14. Promotion Strategy 22
15. Customer service and relationship activities 24
16. Implementation Issues 25
17. Conclusion 29
18. Bibliography 30
19. Appendix
A. Interest rate table
B. Petrol and crude oil prices
C. Malow’s hierarchy of needs
D. Porter’s 5 forces model
E. Competitive situation analysis
F. SWOT analysis
G. GE (General Electric) Grid
H. PSSP
I. Perception map
J. Advertisement focuses on young mother
K. Advertisement focuses on middle-age couple
L. Lite n’ Easy logo
M. Top and tail advertising
N. Recommendations
1. Executive Summary
The audit is a comprehensive analyse of the marketing strategy of Lite n’ Easy. The purpose of this report is to provide clarity on the successful marketing strategies of Lite n’ Easy and also assess the aspects in which their marketing strategy is deficient. The market strategy itself is a focus on product, place, promotion and price. Other aspects such as market research, segmentation of the market, analysing of buyers’ behaviour, and the market trends have been analysed through market environment, competitor and company analysis. From these assessments, detailed recommendations have been made as a means to improving Lite n’ Easy’s overall market strategy.
Included in this report are explanations as to why a broader advertising campaign would increase product recognition and why further market research would assist Lite n’ Easy to better aim its focus in its target market. The implementation of
Bibliography: Australia New Zealand Food Standards Code (2007), Standards 3.2.2, viewed 20 April 2007, > http://www.foodstandards.gov.au/thecode/foodstandardscode.cfm < Bartol, K; Tein, M.; Matthews, G.; Ritson, P.; Scott-Ladd, B. (2006), Management Foundations: A Pacific Rim Focus, McGraw-Hill, New South Wales. Commercial Radio Australia Limited, 2006, Facts and Research, viewed 1 May 2007, >http://www.commercialradio.com.au/content.cfm?pageid=100066&catid=100082< Lite n’ Easy (2007), About the Company: History, viewed 20 April 2007, > http://www.liteneasy.com.au/about/ < Quester, P.G & McGuiggan R.I & Perreault, W.D & McCarthy E.J ( 2007), Marketing: Creating and Delivering Value, 5th edn, McGraw Hill, New South Wales, Australia. Reserve Bank of Australia (2007), Cash Target Rate, viewed 20 April 2007, > http://www.rba.gov.au/Statistics/cashrate_target.html < Stevens G (2005), Economic Conditions and Prospects October 2005 (US petrol and crude oil prices), The Reserve Bank of Australia, viewed 20 April 2007, > http://www.rba.gov.au/Speeches/2005/sp_ag_111005.html < The Radio Network (2007), Glossary of Radio Terms, viewed 23 April 2007, >