REVIEW AND

PRESENT
MARKETING
STRATEGIES
 DECIDING TARGET MARKET

Parramatta
• Parramatta is often regarded as the
second Central Business district of Population 25,798

Sydney.
2
• Density 4,870/km (12,610/sq mi)

Established 1788
 NEW TARGET MARKET ANALYSIS

Parramatta residents
• Almost 50% of them were born overseas
and speaks other language at home
• Well educated
• Working 25~54 aged group
• Moderate income
• City life style
• Moderate purchasing power
• Various cultural backgrounds
PREVIOUS PLAN VS CURRENT PLAN

attributes Market Plan Target Market

Age 5~40s 25~54

Interests/Value Health Health

Taste Convenience
Lifestyle Settled Hectic
Urban Urban
Diversity Non-considered Half of population is from ov
erseas
Purchasing Power Medium to High Medium to High

Price Sensitivity Low to Medium Low

Benefit Sought Energy for day Energy for day

Lose and Maintain Weight High in nutritions
 VIEW ON PRODUCT PLACEMENT, POSITIONING
AND PRICING
• Due to increasing interest in
healthy eating and life, it is
considered to be suitable to
place our product in ‘Health’
category.
 VIEW ON PRODUCT PLACEMENT, POSITIONING
AND PRICING
• If our brand perception gets premium
image in heathy food and product’s
taste goes up a little bit, it would be
great chance to attract more
consumers.
• Since target market’s price sensitivity
is low and purchasing power is
medium to high, slightly higher than
average price would not affect
consumer’s decision.
INFLUENCE ON TARGET MARKET BY
PRODUCT
• Target market (Parramatta) is the region with half of population from overseas. In some
cultural background, breakfast cereal is not common meal so it is not familiar to those
consumers. If our proposed product achieves its position as quick, healthy and energy
blast meal, young workers and family with school kids will accept our product rapid and
change their morning meal or energy filling snack menu. As they get used to this
convenience, they will look more of our product, change their eating habits and then we
can build loyal customers.
 RECOMMENDED CHANGES ON PRODUCT

• Taste perception of the product is not good.

• to expand market share, product’s taste has to
be improved.
• Needed nutrition is different for adults and

Nutrition
children.
• It will be better to develop another product for
kids with great tastes and nutrition for kids.
current

Taste
RECOMMENDATIONS ON PLAN FOR TARGET
MARKET
1) Target age arrange looks too wide. In Parramatta, there are a
smaller number of school children than average of NSW and a
greater number of working adults’ population.
2) Advertisement Theme is very soft and emotional for those
you grew up with wee-bix but in Australia (specially in
Parramatta) there are lots of people from different countries.
3) Instead of going on TV commercial, do an event on social
media.
RECOMMENDATIONS ON PLAN FOR TARGET
MARKET
LEGAL AND ETHICAL REQUIREMENTS

• Misleading & deceptive conduct

• Component pricing
• Bait advertising
• Intellectual property
• Trade mark laws
 REFERENCE

• https://profile.id.com.au/cws/service-age-groups?WebID=190
• https://www.weetbix.com.au/products/weet-bix/original/
• https://economy.id.com.au/parramatta/market-characteristics
• https://en.wikipedia.org/wiki/Parramatta
• https://www.youtube.com/watch?v=7DDpiQar6VE
• https://www.marketing91.com/price-quality/
• https://wearesocial.com/au/blog/2019/02/digital-report-australia
• https://www.sensis.com.au/about/our-reports/sensis-social-media-report