Vegemite Swot Analysis

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Case Assignment #1
MBAS 831 – Marketing Fundamentals
Monday May 11, 2015

Team Phoenix (344)
Margaret Hong (Lead)
Qusai Al-Saif (Second)
Vipin Pal (Second)
Albert Oppenheimer
Hamilton Petropoulos
Raghuveer Krishnan

Table of Contents
THE MEANING BEHIND VEGEMITE 3
TIME FOR A CHANGE 3
“HDYLYV” VS “NAME ME” CAMPAIGN 4
“HDYLYV” CAMPAIGN 4
“NAME ME” CAMPAIGN 5
WHAT NOW? 5
APPENDIX 7
EXHIBIT 1: SWOT ANALYSIS 7
EXHIBIT 2: FORCE FIELD ANALYSIS 7
EXHIBIT 3: HOW DO YOU LIKE YOUR VEGEMITE IMPLEMENTATION SCHEDULE 8

The Meaning Behind Vegemite

Vegemite has been an Australian icon, an icon that has represented the ‘Australian identity’ as effectively as a kangaroo. Vegemite has been a part of Australian heritage for more …show more content…

Supermodel Miranda Kerr enjoyed eating Vegemite with avocado, representing her healthy lifestyle. Danni Minogue enjoyed eating Vegemite as a hangover cure, indicating her active social lifestyle. The celebrities played a strong role in promoting the how “Do You Love Your Vegemite” campaign by providing free advertising when they stated how they enjoyed their …show more content…

Based on their preference, online users could vote for the best way of having Vegemite by clicking any one of the twelve options given on the website. The campaign was successful for several reasons. First, Kraft identified the target consumers, which included all Australians, but in particular focused on lapsed or non-users of Vegemite and new Australians. The cultural fabric of Australia had changed, with 23% of the population consisting of migrants; Kraft therefore needed to engage with new Australians to introduce the product. The company also needed to re-engage with Australians who had grown up on the spread but had lapsed in usage due to a changing lifestyle or the brand simply no longer being top of

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