In 1922, the Fred Walker Company, now commonly known as Kraft hired a young chemist named Dr. Cyril P Callister to develop what we know today as Vegemite. This spreadable delicacy quickly became apart of Australian culture, and now we are trying to integrate it into the Canadian market. Before Vegemite can enter the Canadian market, some changes have to be made in order for it to be successful. The strength of Vegemite’s flavour will need to lessened for the Canadian palate and its appearance must be altered to a lighter brown rather than the dark brown. The primary target market for this product will be females in their 30-50’s, with children aged 2-15 and a mid-high income. Canadians are very health conscience and Vegemite provides an abundance of nutrients, thiamin B1.
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Thiamin is essential for brain function, Riboflavin supports the nervous system, Niacin is essential for energy release and Folate helps fight fatigue, these benefits will appeal to the target market. The secondary target market will be youth aged 2-15, as they are the ones who will ask their parents for Vegemite on sandwiches and snacks if they like it. A proper and extensive launch, marketing campaign and an adaptation promotional approach will ensure the success of Vegemite in Canada. Educating the consumer on how to use Vegemite will be essential and should be done through television and print advertisements as well as features on local talk shows with cooking/ meal preparation segments. The promotion will also occur in grocery stores as we will give people free samples so they can try it and hopefully fall in love with it just as Australians do. The packaging of Vegemite will move away from red and yellow towards a red white which is the colour of the Canadian flag and therefore would appeal to the Canadian market. The label will follow Canadian language regulations which include having both official languages which are English and
Thiamin is essential for brain function, Riboflavin supports the nervous system, Niacin is essential for energy release and Folate helps fight fatigue, these benefits will appeal to the target market. The secondary target market will be youth aged 2-15, as they are the ones who will ask their parents for Vegemite on sandwiches and snacks if they like it. A proper and extensive launch, marketing campaign and an adaptation promotional approach will ensure the success of Vegemite in Canada. Educating the consumer on how to use Vegemite will be essential and should be done through television and print advertisements as well as features on local talk shows with cooking/ meal preparation segments. The promotion will also occur in grocery stores as we will give people free samples so they can try it and hopefully fall in love with it just as Australians do. The packaging of Vegemite will move away from red and yellow towards a red white which is the colour of the Canadian flag and therefore would appeal to the Canadian market. The label will follow Canadian language regulations which include having both official languages which are English and