Vegemite Marketing Mix
Table of Contents
Executive summary 1
Company objective 2
Market Overview 2
Market category 2
Market size 3
Market Potential 3
Market Structure 4
Trends 4
Demographic 4
Culture 4
Economic 4
Natural 5
Technological 5
Social 5
Political 6
Competitor 6
Factors influence on consumer behaviour 6
Segmentation 7
Internal analysis 8
Product 8
Price 9
Promotion 9
Place 10
SWOT Analysis 10
Strength 10
Weakness 11
Opportunities 11
Threat 11
Conclusion 12
List of reference 12
Appendix A 13
Appendix B 14
Appendix C 14
Executive summary
Kraft Foods is the second largest food company in the world which generates revenues of $40.4 billion in 2009. They sell various packaged grocery products in more than 70 countries. In other words, Vegemite is one of their products.
In Australia, Vegemite is priced at a reasonable and comparable price to its competitors as it operates in a competitive market, in which many competitors exist in the market. Thus, there is no advantage to Vegemite and its competitor in terms of price. However, Vegemite continues to outsell its competitors as a healthy spread as it is presumed to be an Australian symbol.
Company objective
We pursue four objectives in research and development:
• Product safety and quality
• Growth through new products
• Superior consumer satisfaction
• Reduced costs
Comment:
Market Overview
Market category
The market in which Vegemite Australia operates in is the spread food as a whole and yeast spread in particularly. Spreads are added to bread, sandwiches, toast, crumpets and cracker biscuits to improve flavor for our breakfast meal. Vegemite can be classified as a consumer product, which is categorized as a convenience product, which
Executive summary 1
Company objective 2
Market Overview 2
Market category 2
Market size 3
Market Potential 3
Market Structure 4
Trends 4
Demographic 4
Culture 4
Economic 4
Natural 5
Technological 5
Social 5
Political 6
Competitor 6
Factors influence on consumer behaviour 6
Segmentation 7
Internal analysis 8
Product 8
Price 9
Promotion 9
Place 10
SWOT Analysis 10
Strength 10
Weakness 11
Opportunities 11
Threat 11
Conclusion 12
List of reference 12
Appendix A 13
Appendix B 14
Appendix C 14
Executive summary
Kraft Foods is the second largest food company in the world which generates revenues of $40.4 billion in 2009. They sell various packaged grocery products in more than 70 countries. In other words, Vegemite is one of their products.
In Australia, Vegemite is priced at a reasonable and comparable price to its competitors as it operates in a competitive market, in which many competitors exist in the market. Thus, there is no advantage to Vegemite and its competitor in terms of price. However, Vegemite continues to outsell its competitors as a healthy spread as it is presumed to be an Australian symbol.
Company objective
We pursue four objectives in research and development:
• Product safety and quality
• Growth through new products
• Superior consumer satisfaction
• Reduced costs
Comment:
Market Overview
Market category
The market in which Vegemite Australia operates in is the spread food as a whole and yeast spread in particularly. Spreads are added to bread, sandwiches, toast, crumpets and cracker biscuits to improve flavor for our breakfast meal. Vegemite can be classified as a consumer product, which is categorized as a convenience product, which