Marketing Report

Executive Summary

The report discuses various aspects of Watties' marketing strategies and brand image of the product that has been chosen for this report. Watties is New Zealand based company offers frozen food items including pet food, baby food, frozen vegetables and sauces in local and international market. The company has strong brand image in local market where the major competitors are imported food items. The local customers are loyal and stick to those products which are locally produced and distributed. The company also exports its frozen food items to Japan and United States. The report also discusses the brand image and value and its impact on the performance of the brand. The buying behavior of customers and the level of customer loyalty define the value of the product. The value of frozen food items is based on the family buying behavior and their preferences as housewives are considered as the direct customer of the product.Watties frozen food is highly preferred and recommended in the market especially in the retail stores where the target market approaches high convenient products. Its promotion activities have approached the entire target market through personal selling and media communication. The target market of Wattie's frozen food consists of those women and housewives who are involved in buying groceries and are interested in involved in household activities. The purchasing power of women is taken into consideration by the marketing manager of Wattie's in order to approach the right customer at the right time. Watties frozen food is at growth stage as there is high potential for the company to grow in both local and international market.

Marketing Report

Introduction

Heinz Watties was established in the year 1934 in New Zealand. It is a food manufacturing company specialized in frozen meal, fruits, vegetables, sauces, baby food and pet food. The company has around 1900 employees and is recognized as international brand in the global market. It sells both local and international brands in New Zealand, United States, Australia and Japan. The company is headquartered in New Zealand and exports its brands to other countries.

The product that the report is based on is Wattei's frozen food which includes frozen vegetables, frozen meals, frozen burgers and frozen potatoes. The demand of frozen food items is increasing in both United States and New Zealand. In this consideration, Wattie's frozen food is available in many convenient stores and is exported to various countries. The report contains the marketing strategies, target market, brand value and various marketing approaches of the brand in both local and international market.

Value

The value proposition is the unique mix of benefits; value added services, products and services that Watties offers its customers on the basis of unique selling point and differentiation. Furthermore, the marketing strategy teaches us that the positioning strategy is to make a choice to the market and anticipate competition according to the changing needs and perception of customers. Every company has its own positioning strategy that comes from determining target market and the desired customer profile ...