GRADUATE ASSESSMENT COVER SHEET

Name and Student ID:

Tamara Saleh 796479 Frances Guastalegname 698669 Zixuan Hu 740209 Yaliang Lai 735183 Yuxuan Long 735205

Subject Number and Name: MKTG90004 Marketing Management

Due Date: 29/05/2017 5:00pm

Seminar Leader: Liliana Bove

Seminar Time and Day: Monday 2:15

Assessment Type:

Assessment 3 Sweet Biscuit Situation Analysis

Word Count:

3240 Excluding Appendices, Executive Summary and References

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SNACK RIGHT: SITUATION ANALYSIS

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TABLE OF CONTENTS:

Executive Summary 4

1. Introduction 5

1.1 Macro-environmental analysis 6

1.2 Sweet Biscuit Industry Analysis 7

1.3 Segmentation 7

1.4 Competitor Analysis 9

1.5 Snack Right Positioning 11

1.5.1 Discussion 13

1.6 Value Creation 14

1.7 Marketing Mix Analysis 15

1.8 SWOT Analysis 18

2. Recommendations 19

2.1 Product Strategy 20

2.2 Place Strategy 22

2.3 Price Strategy 23

2.4 Promotion Strategy 24

3. Conclusion 26

Appendix 1: Macro-Environmental Analysis (PESTEL) 27

Appendix 2: Five Forces Analysis of Sweet Biscuit Industry 30

Appendix 3: Sweet Biscuit Consumer Segment Profiles 32

Appendix 4: Sweet Biscuit Customer Survey Results 34

Appendix 5: Snack Right Shelf Placement 35

Appendix 6: Media Analysis 36

Appendix 7: Snack Right Package Redesign 38

References 39

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EXECUTIVE SUMMARY: This report conducts a situation analysis on Arnott’s Snack Right brand; a fruit filled

biscuit competing in the sweet biscuit market as a healthier alternative. Our analysis

finds that the Snack Right brand is underperforming as a result of an inherent lack in

promotional efforts, vague product positioning and the inability to accommodate the

needs of their current target segment identified as Modern Families.

The objective of this report is to encourage and assist the Snack Right brand to

implement a repositioning strategy in order to better meet the target segment’s needs

and harness profits in the declining and highly competitive sweet biscuit industry.

Our recommendations are centralised around a repositioning strategy, which will be

executed as follows:

• Product and package redesign

• Extended distribution network

• Alter in-store product placement

• Engage in heavy promotional efforts across a range of mediums including

social media and television.

The Sweet Biscuit Industry is currently in decline and as a result of this, players within

the market need to be respondent to both macro and micro environmental forces. We

believe that our recommendations are not only feasible but will allow Snack Right to

gain popularity within the Sweet Biscuit market as a healthy, tasty snack alternative.

We appreciate that this report has limitations in respect to the depth of the secondary

research related directly to the Snack Right Brand. As Arnott’s is a privately owned

company information pertaining to Snack Right’s overall profitability were not able to

be obtained and therefore direct observational research has been conducted in order to

fully gage the Snack Right brand’s current performance and where improvements must

be made.

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1 INTRODUCTION:

Arnott’s Biscuits Limited (Arnott’s) is a foreign-owned private company, operating as

Australia’s largest biscuit producer, and the second-largest supplier of snack food.

Founded in a small bakery in New South Wales in 1865, Arnott’s first supplied bread,

pies and biscuits to locals, as well as the crews of coal ships that docked at the nearby

port. Today Arnott’s exists in the Australian market as “more than a food company”,

embedding itself into Australia’s history, and synonymously becoming a national icon

and the maker of “Australia’s favourite biscuits” (Arnott’s, 2017).

The following report focuses specifically on Arnott’s Snack Right Fruit Slices and

Fruit Pillows, a fruit-filled sweet biscuit that has been in production from as early as

1882 (Arnott’s, 2017). Packaging of the Sultana Fruit Slice variety describes the

product as “a lightly baked fruit biscuit bursting with succulent Australian

sultanas…packed with the wholesome goodness of real fruit and Australian grown

wheat”, and highlights the brand’s various health star ratings and percentage of real

fruit.

Arnott’s lists Snack Right under the sub-category of fruit biscuits, alongside alternate

brands including Full O’Fruit and Spicy Fruit Roll (Arnott’s, 2017). Arnott’s do not

promote Snack Right as a healthy sweet biscuit, or a healthy fruit biscuit, it is

categorised as a “better for you” product, that is, a biscuit that provides some form of

nutritional value in the form of being lower in fat and containing real fruit (Arnott’s,

2017; Schafer, 2016).

As we identify in the later stages of this report the lack of success that surrounds the

Snack Right brand emanates from the lack of support from Arnott’s relative to

promotional efforts. Instead increased promotional efforts have been directed towards

Arnott’s leading brands most notably Tim Tams and savoury biscuits Shapes and Vita

Wheat in an attempt to maintain market share and overall revenue (Richardson, 2016).

Additionally growing health concerns among the general population and a trend

towards consuming healthier food options has seen consumers moving away from

sweet biscuits and seeking out alternative snack options (Richardson, 2016)

Mintel noted in 2016, that within the Asia Pacific region, fruity flavours were popular

amongst consumers when it came to picking biscuits, and despite a high interest in

functional health foods, functional health benefits in sweet biscuits remains a relatively

niche demand (Mintel Group, 2016).

As Arnott’s is a privately owned company, financials for the Snack Right brand are

undisclosed. However, financials for the Arnott’s company in its entirety show that in

2016 there was a recorded total revenue of $1,070,762,000, and sales revenue of

$1,064,589,000. Profits for the company were reported as $61,909,000, and assets as

$1,725,373,000 (IBISWorld, 2016).

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1.1 MACRO-ENVIRONMENTAL ANALYSIS:

Our macro-environmental analysis has revealed a number of potential

issues that may prove problematic if not paid attention to and incorporated into Snack

Right’s future strategy. Below we have listed the most influential factors that may

impinge upon Snack Right, and the Sweet Biscuit industry in general’s, success. Please

refer to Appendix 1 for an in-depth macro-environmental analysis.

From an economic perspective consumers disposable income is rising this is beneficial

for Snack Right as it indicates that consumers are less likely to be conservative in

relation to spending on food including sweet biscuits (Richardson, 2016). However raw

input costs, namely wheat and sugar, have proven unpredictable with costs fluctuating

continuously and set to rise in the coming years (Rogers, 2016). This poses as a serious

threat to Snack Right as it means that input costs will increase. This is further

compounded by climate change and unpredictable weather conditions that jeopardise

wheat and sugar crop security (Rogers, 2016). Due to the highly competitive nature of

the sweet biscuit industry passing on these costs to the consumer is not always feasible.

Most importantly changes within the social environment are poised to be the most

impactful on the Sweet Biscuit Industry. Changing consumer perceptions of health

have lead to an increase in switching behaviour with many consumers replacing their

sweet biscuits for healthier alternatives such as yoghurt, fruit and nuts (Richardson,

2016).

Consumer tastes are also changing, an emergent trend of “free-from” alternatives is

rapidly expanding within the food industry, consumers are now demanding foods that

cater to a variety of allergies including gluten, dairy and egg (Daisy-Jones, 2016).

Considering traditional biscuit recipes focus primarily on the these three ingredients

this has lead to increased pressure on biscuit manufacturers to reformulate recipes or

extend their product lines in order to better meet consumer needs.

Lastly the increased demand for snack foods has generated a higher level of

competition within the sweet biscuit industry, making it difficult for brands such as

Snack Right to compete (IPSOS, 2016). There is now a higher level of substitutability

as consumers have more choice.

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1.2 SWEET BISCUIT INDUSTRY ANALYSIS:

The biscuit manufacturing industry is currently in decline and is expected

to continue to shift in this direction in future. This is placing increasing

pressure on players within the industry to focus on positioning biscuits as either a

premium treat or a healthy snack alternative, through marketing and branding efforts

(Richardson, 2016).

Within the Biscuit Manufacturing in Australia industry, Arnott’s maintains an

estimated Australian biscuit market share of 67.40%, and a sweet biscuit market share

of 50%, with its major competitor Green’s Foods Holdings Pty Limited holding only

12.20% (Richardson, 2016). Despite its industry concentration level deemed high, for

the year 2016/2017, Arnott’s returned an industry turnover growth rate of -3.26%.

However forecast growth rates for 2017/18 – 2021/22, specific to the Biscuit

Manufacturing in Australia industry suggest positive growth for the company at -1.8%

(Richardson, 2016).

See Appendix 2 for a five forces analysis of the Sweet Biscuit Industry.

1.3 SEGMENTATION:

We have segmented the sweet biscuits market on the basis of demographic,

psychographic and behavioural characteristics; our premise for segmenting the market

in this particular fashion was informed by consumer trends and consumer motivations

for sweet biscuit consumption. Considering “Snack Right” is a brand of biscuit aimed

at those individuals who are concerned with their health in respect fat and fruit content,

their target market is identified as ‘Modern Families’, parents, more specifically

mothers, who seek a nutritionally sound biscuit for both themselves and their children

that can be eaten on the go.

Refer to Appendix 3 for a more detailed profile of each target segment and their

respective purchasing behaviours.

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Table 1: Segmentation of Sweet Biscuit Market

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1.4 COMPETITOR ANALYSIS:

Our competitor analysis was conducted by looking at the strengths and weaknesses of

Snack Right’s relative competitors. We identified five competitors that are currently

providing the Modern Family target segment with a variety of biscuit options to meet

their needs. This analysis was informed by our observations through the purchase of

each competitive product and evaluation of the product offering based on the target

segments needs.

Table 2: Competitive Analysis (Direct Competition).

Strengths of Brand Weaknesses of Brand

Orgran

Fruit

Biscuits

- Positioned as a “total free from

solution” catering to segment needs of

allergen friendly products.

- 38% fruit content

- Low in saturated fat

-Active across all social media platforms

e.g. Twitter, Facebook, Instagram,

created a “free-from” community leading

to consumer loyalty

- Added sugar in addition

to sugars naturally present

within fruit

- Uses natural ingredients

however products still go

through extensive

processing

Leda Fruit

Bars

- Brand is marketed to consumers based

on its dedication to gluten and dairy free

products (follows free-from trend)

- No added sugar to their products

-Active promotional efforts spanning

across Facebook and Twitter

-Engaging and accessible website with

information about the brand, products

offered and an opportunity to shop online

-Reasonably priced

- Limited distribution of

products not available in

all Supermarkets

- Targeted to a very niche

segment of the sweet

biscuit market, does not

capture an audience wider

than those with food

intolerances and allergies.

Naturally

Good

Muesli

Cookies

- Use of nutritionally dense ingredients

(quinoa, chia)

- Portion controlled

- Allergen sensitive

- Under 100 calories per serve

- High price point

- Limited number of

servings within each

packet.

Kookas

Naturals

- All natural ingredients

- Minimal processing

- Developed by naturopath Jo Clark

giving the brand further credibility in

relation to functional health benefits

-Visually appealing and informative

website and social media presence

- Extremely high price

point

- Only stocked in selected

health food retailers

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Based on our competitor analysis we can conclude that in Snack Right’s current

competitive environment its competitors are meeting more of the target consumer’s

needs in relation to sweet biscuits. This includes such things as being allergy friendly,

using no added sugars and offering functional health benefits.

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1.5 SNACK RIGHT POSITIONING: Our positioning map is based on preferred food attributes of our target

segment. We chose these attributes in order to better illustrate how Snack Right’s

current offering compares to its competitors. We first explored where snack right sits

in comparison to its rivals based on two attributes:

• Natural v Artificial Ingredients: The Modern Family segment is focused on

consuming sweet biscuits that contain only natural ingredients that is,

ingredients that are readily identifiable on the label and will avoid any

artificial ingredients (Daisy-Jones 2016).

• Allergy sensitive v not allergy sensitive: With newer generations reporting a

greater number of allergies and intolerances, it is inferred that parents of

children within the Modern Family segment will opt for products that are

allergy friendly (free from gluten, dairy, eggs and yeast) (Daisy-Jones, 2016).

Figure 1: Snack Right perceptual map (Natural ingredients v Allergy Sensitive)

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Additionally, we looked at Snack Right’s positioning relative to its

competitors two other important attributes:

• Low/ No added sugar v high/ added sugar: As stated earlier,

consumers are becoming increasingly wary of sugar

consumption avoiding high sugar products as well as products with added

sugar.

• Preservatives v no preservatives: The Modern Family segment prefers

products with no preservatives this encompasses colourings and additives

(Passport, 2017).

Figure 2: Snack Right Perceptual Map (Low/No added sugar v. No artificial

ingredients)

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1.5.1 DISCUSSION:

Snack Right falls under Arnott’s “Fruit Biscuit” category, the Snack Right brand has positioned itself as a healthier alternative for consumers who are still looking to engage in the act of eating biscuits without the guilt or indulgence. It is a “better for you” product, as it is marketed as being low fat, high fruit and made from “Australian wheat” (Hudson Institute, 2011). Additionally it is heart foundation approved. Snack right does not however, fit into the category of a health food biscuit and does not fit the “clean-label” product trend or the “free-from” trend. Current market information reflects that consumers now categorise “better for you” products to be those that are free from flavours, colours, sweeteners, preservatives and GMO’s (Schafer, 2016), some of which are still present within the Snack Right ingredient list. While each company may have a different approach to health based positioning it seems that the Snack Right brand’s approach will be problematic considering the shift in consumers perceptions of what is considered “healthy” and closer scrutiny of product labelling, a behaviour that is especially prevalent amongst the Modern Family segment (Bainbridge, 2007). Further consumers are becoming increasingly sceptical of health claims, a brand that positions itself as being healthy based on the premise of being low in fat but exceptionally high in sugar, or has compromising ingredients e.g. preservatives, will discredit the brand in the mind of the consumer (Gagliardi, 2015). In a survey we conducted (See Appendix 5 for results) with 71 participants we found that only 22% of individuals would consider Snack Right as a sweet biscuit brand that they would look towards as a healthy snack. Additionally 40% of participants stated that they would not consider sweet biscuits in general if they were trying to be healthy. Our findings uncover the following; Snack Right is in dire need of repositioning and the product recipe needs reformulation to better address consumer needs. Additionally Snack Right needs to find a way to move past the stigma associated with Sweet Biscuits not being consumed for their nutritional value. Recommendations are provided in the later stages of this report to assist in alleviating these issues.

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1.6 VALUE CREATION:

Snack Right attempts to create value for the consumer through the

provision of a healthier sweet biscuit option that is both low in fat and filled with over

fifty per cent real fruit. Based on this we have developed a value proposition

statement as follows:

Snack Right is a fruit filled biscuit for busy Modern Families, who need a quick cost effective healthy snack for both themselves and their children without the indulgence. Arnott’s has created a biscuit that is low in fat and filled with real fruit, to allow you to satisfy your sweet craving without the guilt. Unlike specialty brands such as Orgran and Go Ahead, Snack right uses over 50% real fruit, is low in fat, and meets the strict nutritional guidelines of the heart foundation.

Points of differentiation between Snack Right and its competitors is based on the

comparably lower fat content within their biscuits as well as being one of the only

brands that is approved by the Heart Foundation.

However it is important to note that value is relative to consumer perceptions (Kotler

& Keller, 2009). As we established in the earlier sections of this report, Snack Right’s

ingredient list and focus on fat content alone as being a primary motivator for

purchase is out of touch with the target segment, Modern Families, needs.

These consumers look for products that are low in sugar or added sugar, preservative

and additive free as well as providing them with options for allergy sensitivities.

Snack Right does not address these issues, however based on our competitor analysis

a number of Snack Right’s competitors are already addressing consumers needs.

Further this segment exhibits particular efficacy in being able to read and evaluate

ingredient lists and nutritional content, meaning the Heart Foundation tick Snack

Right touts on their packaging may play a very minor factor in motivation for

purchase.

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1.7 MARKETING MIX ANALYSIS:

Table 3: Marketing Mix Analysis of Snack Right

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17

Discussion:

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1.8 SWOT ANALYSIS:

Our research has revealed the following as strengths, weaknesses, opportunities and

threats for the Snack Right brand.

Table 4: SWOT Analysis of Snack Right

Strengths Weaknesses • Reputable brand name, Arnott’s is

well known in the Australian

market and trusted by consumers.

• Large scale supplier network

• Ability to better bargain with

suppliers and buyers than their

competitors due to company size.

• Snack Right meets the heart

foundations strict nutritional

guidelines

• Real fruit content within the

product appeals to consumers

needs and current health trends

• Affordably priced

• Non-existent promotional strategy

• Poor product positioning

• Poor assessment of consumer

needs leading to an inferior

product relative to competitors

• High sugar content

• Poor product placement (relative

to shelf units)

• Limited product availability (only

available at Woolworths

Supermarkets)

Opportunities Threats • Changing consumer tastes and the

desire for healthier snack/sweet

biscuit has opened a window of

opportunity for new products to

be developed meet needs.

• Functional health benefits in

sweet biscuits are a relatively

niche and new area of product

development, less competition.

• Extend segment not only to

“Modern Families” but also to

other health and convenience

concerned consumers who were

identified as “Health Seekers” and

“Young Professionals”.

• Decline in the Sweet Biscuit

industry, heavily saturated

difficult to capture more of the

market

• Stigma surrounding sweet biscuits

and their impact on consumer

health

• Intensity of rivalry between

existing competitors and a

question of legitimacy if Arnott’s

was to launch a product that caters

to a niche segment.

• Decreased barriers to entry in the

biscuit market leading to greater

level of competition.

• High substitutability of sweet

biscuits for other snack foods.

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2.0 RECOMMENDATIONS:

Based on our situation analysis we have identified numerous issues that Snack Right

brand needs to overcome in order to harness success within the sweet biscuit market.

Our main recommendation is that Snack Right implements a repositioning strategy in

order to change the existing perceptions consumers have of the brand and fruit

biscuits in general. Customers need to move beyond the inertia of believing that sweet

biscuits are a food to be avoided in order to lead a healthy lifestyle. Therefore Snack

Right must position itself as healthy snack that offers consumers that is nutritionally

balanced and contains functional health benefits. This can be done through changes to

the product itself and through consistent promotional messaging. Additionally Snack

Right needs to address the target segments desire for convenience through the

creation of individual/lunch box sized packaging.

We believe that in repositioning the brand we can better cater to the target segments

needs as well as attract new consumers from the other segments identified in our

market segmentation analysis, primarily Young Professionals and Health Seekers

creating a more sustainable target segment for the brand.

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2.1 PRODUCT STRATEGY: Our main focus in relation to product strategy was on improving the Snack Right

biscuit recipe that is currently failing to meet the target segments changing needs.

Additionally we believe that the Snack Right brand would benefit from having their

dated packaging refreshed visually appeal to current and prospective consumers.

Table 5: Product Strategy:

21

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2.2 PLACE STRATEGY:

Our Place-based strategies focus on broadening the current distribution network of

Snack Right as well as changing the way in which the physical product is displayed in

store.

Table 6: Place Strategy:

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2.3 PRICE STRATEGY:

We understand that alteration of marketing mix elements will have an influence on

the cost of production and sale of the Snack Right biscuits. We believe these costs can

be passed on to the consumer in the form of increased prices, while the industry is

highly competitive health biscuits and health products are generally more expensive

than regular goods; further as stated in our segment profiles (see Appendix 3) the

Modern Family segment are more willing to expend on health foods and are less price

sensitive when it comes to health based products.

Table 7: Price Strategy:

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2.4 PROMOTION STRATEGY:

The intensity of promotional efforts in the first six months of product

launch is recommended to be high in order to generate consumer

awareness of the brand and its related benefits. Promotional efforts can decrease and

be maintained steadily once initial awareness amongst target consumers has been

established.

Table 8: Promotion Strategy

25

26

3.0 CONCLUSION:

Our situation Analysis reveals that while the sweet biscuit market is

highly competitive there are ways for companies to succeed in the

future. Arnott’s Snack Right is an opportunity for Arnott’s to reach a new health

conscious consumer group, capitalising on the market’s shift towards healthier biscuit

options.

Our recommendations focused primarily on repositioning the Snack Right brand as a

healthy sweet biscuit option that provides consumers with multiple

functional/nutritional benefits. This can be done through the effective redesign of the

product itself and the reformulation of the biscuit recipe. We also suggest Snack Right

consumers the expansion of product placement in store as well as its current

distribution network. Most importantly a promotional strategy that focuses on creating

brand awareness around the Snack Right brand is imperative to a successful

repositioning strategy, we suggest a presence both online and through traditional

advertising medium television.

We strongly believe that Arnott’s is missing a great opportunity by not investing in

the Snack Right brand as heavily as its other representative brands such as Tim Tams.

Considering changing consumer attitudes towards health and consumption of health

related foods if executed well, the Snack Right brand could very well become one of

Arnott’s most successful sweet biscuit brands.

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APPENDIX 1: MACRO ENVIRONMENTAL ANALYSIS

(PESTEL):

28

29

30

APPENDIX 2: FIVE FORCES ANALYSIS OF SWEET BISCUIT

INDUSTRY

BUYER POWER: STRONG Biscuits are distributed through Supermarkets, considering the supermarket duopoly within the Australian market these retailers can dictate negotiations with biscuit manufacturers (MarketLine, 2015). Supermarkets regularly shift products that do not perform well relative to sales. The emergence of private label products from retailers Coles and Woolworths also contributes to buyer power. However it is important to note that consumers have selective favourites and are loyal to brands, working in manufacturers favour, as certain brands are able to demand shelf space e.g. Tim Tams (MarketLine, 2015).

SUPPLIER POWER: MODERATE

Biscuit manufacturers require raw materials including sugar, flour and cocoa. There are currently no substitutes for raw materials in this industry. While prices of these materials may fluctuate leaving manufacturers vulnerable, the products themselves are undifferentiated and suppliers are small in number meaning manufacturers still have a greater level of control in the relationship (MarketLine, 2015).

THREAT OF NEW ENTRANTS: MODERATE

The biscuit manufacturing industry is incurs high fixed costs and is highly automated. Specialised machinery is necessary in order to effectively compete in the market. These costs are difficult to produce for new entrants, deterring them from entering the market (MarketLine, 2015). Additionally existing players have dominated the markets for quite some time meaning they are better able to leverage economies of scale (Richardson, 2016). Additionally it would be relatively difficult for a new entrant to convince a retailer to stock their products considering the level of consumer preference for particular brands of biscuits within the market (MarketLine, 2015).

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DEGREE OF RIVALRY: STRONG

The biscuit manufacturing industry is highly concentrated with four players accounting for 83.2% of market share (MarketLine, 2015). Rivalry is further compounded by the fact that retailers switch between brands based on performance regularly. Additionally the capacity to produce a high volume of goods also intensifies rivalry.

THREAT OF SUBSTITUTES: MODERATE

Biscuits are consumed as a snack food, therefore substitutes will encompass anything that is considered to be a snack including such things as a fruit nuts and chips (Richardson, 2016) . It is important to note however that while biscuits are highly substitutable, other snack categories are considered by consumers as alternatives not replacements (MarketLine, 2016).

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APPENDIX 3: SWEET BISCUIT CONSUMER SEGMENT

PROFILES

33

34

APPENDIX 4: SWEET BISCUIT CONSUMERS SURVEY

RESULTS

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APPENDIX 5: SNACK RIGHT SHELF PLACEMENT

Image 1: Snack Right Shelf Placement

Image 2: Tim Tam Shelf Placement

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APPENDIX 6: MEDIA ANALYSIS

Media Analysis: In order to evaluate whether the Snack Right product range has generated any sort of media engagement we observed media coverage on the brand over the last two years, the media is silent in relation to this particular brand. Interestingly the media was quite engaged with Arnott’s other brands namely Tim Tams and Shapes that could be a result of the innovative new flavours and collaborations Arnott’s introduced throughout 2016, as well as the failed shapes new and improved flavours range. Interestingly Snack Right was involved with the media in 2009 in relation to misleading claims on their fruit pillows product packaging in terms of fruit content. Based on our search efforts we can assume that media coverage on the Snack Right brand has been largely silent. Social Media Analysis: Arnott’s is active on a number of social media channels, including Facebook and Instagram. We observed the company’s social media activity from 2014-2016 to evaluate whether promotion of Snack Right was ever undertaken during the three-year period.

Facebook: Year Social media posts: other sweet

biscuit brands v snack right 2014 Total of 43 posts 28 dedicated to sweet

biscuits, 18 of which focused heavily on promoting Tim Tam range. No posts relating to snack right.

2015 24 posts about sweet biscuits range out of 58 posts in total. No posts dedicated to snack right

2016 25 posts in total, 16 dedicated to promotion of other sweet biscuit brands. No posts dedicated to snack right.

The Tim Tam brand is one of Arnott’s only sweet biscuit varieties to have their own Facebook page. We can infer that this is a result of the biscuits popularity and global following. This further emphases the fact that Arnott’s are focusing primarily on their “Cash Cow” (Tim Tams) and investing resources in ensuring that marketing and product innovations are directed towards this product.

37

Followers (likes): 53,945 followers Activity Level: Slowed considerably in recent times with the page only posting content every 1-2 month, posts are centralised around new product promotions or current campaigns. Engagement Level: High level of engagement with content such as contests, videos and images obtaining thousands of likes, shares and comments. Arnott’s is highly responsive to all comments on their page encouraging fans and consumers to share and interact with their content.

Instagram: Arnott’s Instagram account is relatively new having only been created on the 8th of September 2016. Biscuits promoted: Iced VoVo, Tiny Teddies, Royals, Lemon Crisp, Kingston. No promotion of Snack Right. Followers: 681 Activity level (posts): High level of activity with posts being made each week in some instances. Engagement Level: Still relatively new media platform, difficult to judge however when compared to their Facebook page not as popular.

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APPENDIX 7: SNACK RIGHT PACKAGE REDESIGN

Image 1: Current Snack Right packaging

Image 2: Snack Right Package Redesign

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