Marketing Strategy for new Cereal - Essay Example

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Marketing Strategy for new Cereal

Also, having regard to the virtual dominance of the breakfast cereals market by five major companies, attention is focussed on special characteristics of the product which could ensure some market penetration. New Product 3 Manufacture and Marketing of a New Breakfast Cereal in Australia Introduction The product is a new breakfast cereal called “GoodHealth”, and it differs from those already on the market in two important respects: its ability to remain crisp for longer when milk is added, and its lower salt content (Oakenfull, 2009). The product will be manufactured to complement the existing range of food products already produced by “PolyFoods”, a small company founded in 2001 and located in the outskirts of Canberra. The first intention is to market GoodHealth throughout Australia, and then to expand into the global marketplace. In order to achieve this aim attention will be given to exploiting modern marketing theories as they apply to the appropriate macro-environment outside the organisation. The application of marketing theory The aim of marketing is to sell the product and over the years a number of theories have been developed to identify the factors which are necessary for the construction and implementation of an effective marketing strategy. ...Show more

Summary

ORDER No: 537232 New Product 1 Running Head: MARKETING STRATEGY FOR NEW CEREAL Manufacture and Marketing of a New Breakfast Cereal in Australia Institutional affiliation New Product 2 Abstract 0000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000The challenge is to introduce a new breakfast cereal and to seek to market it in Australia…
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