Vegemite is made from leftovers brewers’ yeast extract along with various vegetables and spice additives that are included for taste. It comes in a dark brown paste and is usually found on items such as bread, crumpets, crackers and biscuits and can be used in many recipes as well. Vegemite has a very strong and distinctive taste which is very different then most products in Canada currently, it is salty, slightly bitter and malty. Vegemite jars are distinctively labeled and easily recognizable. The label colouring is an eye catching combination of yellow and red with a diamond of red set on a yellow background. Vegemite is a staple sold in grocery stores across Australia and in some grocery stores in Britain. The product is also available
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Marmite, Cenovis and Promite are the most direct competition being yeast based spreads. Vegemite is the most popular of the yeast based spreads in Australia due to its history and acceptance in the public as a healthy vitamin B rich food choice. It is also high in Thiamin which is essential for brain function, Riboflavin which supports the nervous system, Niacin which is essential for energy release and Folate which helps fight fatigue. Vegemite was developed in Australia between 1919 and 1922 when the supply of Marmite worldwide was disrupted by World War I. It has long been marketed as healthy food for children especially during the rations of World War II. During World War II it was provided to Australian troops to keep them well fed and healthy. The recipe of Vegemite has remained basically the same since its development in the early 1920’s. More recently in 2010, Vegemite has been certified as Kosher and also Halal and now appeals to even a wider population. Vegemite success may be attributed to the fact that it has become part of Australian culture. Vegemite is considered a staple in the Australian diet. Therefore, in Australia, the target market is the general population as children, adults and seniors all enjoy Vegemite as they are raised with it being part of their daily …show more content…
The reasoning behind this niche market of people is the stereotypical “soccer mom” who wants to provide their family with nutritious, diverse foods and will use word of mouth to get Vegemite’s name out there. Why we are targeting women instead of men may seem to be somewhat discriminatory but it is proven that the female market overwhelmingly does the grocery shopping and food preparation for children and the family. Vegemite will have a secondary target market of youth ages 5-15 years old. The vision for this target market will be to encourage youth to ask their mothers to purchase Vegemite as a new and exotic spread for breakfast and lunches. The two target markets are related and the ad campaigns will indirectly reach both parties. Kraft is already a well respected name in both markets, the customer loyalty has already been
Marmite, Cenovis and Promite are the most direct competition being yeast based spreads. Vegemite is the most popular of the yeast based spreads in Australia due to its history and acceptance in the public as a healthy vitamin B rich food choice. It is also high in Thiamin which is essential for brain function, Riboflavin which supports the nervous system, Niacin which is essential for energy release and Folate which helps fight fatigue. Vegemite was developed in Australia between 1919 and 1922 when the supply of Marmite worldwide was disrupted by World War I. It has long been marketed as healthy food for children especially during the rations of World War II. During World War II it was provided to Australian troops to keep them well fed and healthy. The recipe of Vegemite has remained basically the same since its development in the early 1920’s. More recently in 2010, Vegemite has been certified as Kosher and also Halal and now appeals to even a wider population. Vegemite success may be attributed to the fact that it has become part of Australian culture. Vegemite is considered a staple in the Australian diet. Therefore, in Australia, the target market is the general population as children, adults and seniors all enjoy Vegemite as they are raised with it being part of their daily …show more content…
The reasoning behind this niche market of people is the stereotypical “soccer mom” who wants to provide their family with nutritious, diverse foods and will use word of mouth to get Vegemite’s name out there. Why we are targeting women instead of men may seem to be somewhat discriminatory but it is proven that the female market overwhelmingly does the grocery shopping and food preparation for children and the family. Vegemite will have a secondary target market of youth ages 5-15 years old. The vision for this target market will be to encourage youth to ask their mothers to purchase Vegemite as a new and exotic spread for breakfast and lunches. The two target markets are related and the ad campaigns will indirectly reach both parties. Kraft is already a well respected name in both markets, the customer loyalty has already been