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Situation Analysis/Target Market Identification Report for Tiny Teddy Biscuits - Essay Example
Author : emilybins
Pages 8 (2008 words)
Situation Analysis/Target Market Identification Report for Tiny Teddy Biscuits Introduction Tiny Teddy is a brand of biscuits manufactured by Arnott's Biscuits Holdings, an Australian-based company. The manufacture of this brand of sweet biscuits begun in 1991 and recently, the company has been trying to transform its brand image…
Their appearance is similar to Teddy Grahams of North America. The names Happy, Hungry Cheeky Grumpy, Silly and Sleepy are used to identify the various facial expressions (Arnotts.com nd). 1.0 Situation Analysis/Current Marketing Mix 1.1 Current Product The main benefits that consumers get by purchasing Tiny Teddy biscuits are their flavors, shapes and sweetness (Ibisworld, 2009). A pack of tiny teddy biscuits contains biscuits that are bite sized hence they are most convenient to eat them almost everywhere. This brand of biscuits is available in five flavors namely honey, chocolate, chocolate chip and 100s and 1000s. The distinctive feature about the packaging of this product is that they are packaged in quantities that help consumers control their portions. The muti-packs enable consumers to limit what they consume. The product is labeled using descriptions of various facial expressions. These are Happy, Hungry Cheeky Grumpy, Silly and Sleepy (Arnotts.com, nd). Each Tiny Teddy biscuit is small and is teddy bear-shaped. Their appearance is similar to Teddy Grahams of North America. The shapes and the use of names denoting facial expressions are the main features that make this product unique and different from competing brands. All the tiny teddies are half-coated in milk chocolate. ...