Golden Circle Study Case Essay

2167 Words Sep 3rd, 2011 9 Pages
Prepared by:
Manish Khurana – 3299295
Lucie Le borgne - 3360875
Priyanka Puppala - 3359701
Pernille Hoeyem Haug – 3387021
Mehdy Chioub - 3390000
Prepared by:
Manish Khurana – 3299295
Lucie Le borgne - 3360875
Priyanka Puppala - 3359701
Pernille Hoeyem Haug – 3387021
Mehdy Chioub - 3390000 | Mark 5810 | | Lucie |

[The launch of golden circle baby food in Australia] | |

Table of Contents

Executive summary 2
Market Analysis 2 Golden Circle before the launch 2 The baby food industry 3
Strategic analysis 3 SWOT analysis 3 Golden Circle strategy: 4
Advertising campaign analysis 5 Target market 5 Strategic positioning 6 Advertising campaign message and tone 6 Differentiation and media
…show more content…
They are key influencers for parents, as they provide reliable information on nutritional advices. This target market is a strategic one, by influencing professionals; they will influence the two other targets as well.
Objective: Gain acceptance and ratification from professionals, which would in turn influence the consumers in this category.
Strategic positioning

As Golden Circle brand had already strong recognition on its other category, the brand didn’t have difficulties to build trust with the target market. But its success doesn’t result from the idea of a new canned baby food product; its success results from promoting the product as an Australian brand. In a country where consuming home products is favored, the brand slogan “The Australian choice” strongly appealed to the target audience. Firstly, Australian’s strongly prefer buying Australian products (“82% of consumers believe it to be 'very important' or 'important' that the packaged food they buy is Australian”, Roy Morgan, 2011), so the mothers would be happy to make their baby consume Australian food. Though, the success of the product results in its simple and clear positioning promoting Australian food quality which makes the product as hero and promoting babies/users as Hero of Australia for consuming Australian product and being patriotic. Secondly, with this simple message the brand succeeded in creating a relationship with the target

Related Documents