Weet-Bix Market Entry
MARKET ENTRY REPORT:
SANITARIUM’S WEET-BIX: ENTERING THE INDIAN BREAKFAST CEREAL MARKET
Hannah Chappell- 6734251
Daniel Caruso- 9530134
Delwin Lim- 9729313
Jerome Pereira- 6453236
Executive Summary
This market entry report is based on the Australian company Sanitarium, and how Sanitarium is going to introduce and market their breakfast cereal Weet-Bix to the Indian breakfast cereal market.
For Sanitarium to be able to enter the Indian market, they will have to conduct research in various areas, to see if the product is not only be successful in the Indian market, but if it possible for Weet-Bix to enter India. To be able to do this, a PESTEL must be used. This includes looking into the political environment, the environment, the social and cultural environment, the technological and legal environments of India and how it can affect Sanitarium in bring Weet-Bix to India and then marketing and selling them. Sanitarium will also use a market audit report that looks at the finer details of bringing and promoting the product. It also looks at Sanitariums competitors in the Indian market, being Kellogg’s and their product cornflakes, and Quakers Oats and how they use the marketing mix to help promote and sell their products.
The report also looks at how Sanitarium will be able to market their product to their target audience. The target audience Sanitarium is looking at marketing towards is the middle class. This means looking into what the target market want when it comes to a breakfast cereal. The main thing consumers look for when purchasing cereals is that the product is health conscious, so Weet-Bix need to ensure they are bringing a product to India that has the needs of the consumers.
For Sanitarium to market their product they need to create a market entry strategy, and for Sanitarium they have decided to focus of exporting, as Australia will need to export weet-bix to India. All though exporting has both positives and negatives it
SANITARIUM’S WEET-BIX: ENTERING THE INDIAN BREAKFAST CEREAL MARKET
Hannah Chappell- 6734251
Daniel Caruso- 9530134
Delwin Lim- 9729313
Jerome Pereira- 6453236
Executive Summary
This market entry report is based on the Australian company Sanitarium, and how Sanitarium is going to introduce and market their breakfast cereal Weet-Bix to the Indian breakfast cereal market.
For Sanitarium to be able to enter the Indian market, they will have to conduct research in various areas, to see if the product is not only be successful in the Indian market, but if it possible for Weet-Bix to enter India. To be able to do this, a PESTEL must be used. This includes looking into the political environment, the environment, the social and cultural environment, the technological and legal environments of India and how it can affect Sanitarium in bring Weet-Bix to India and then marketing and selling them. Sanitarium will also use a market audit report that looks at the finer details of bringing and promoting the product. It also looks at Sanitariums competitors in the Indian market, being Kellogg’s and their product cornflakes, and Quakers Oats and how they use the marketing mix to help promote and sell their products.
The report also looks at how Sanitarium will be able to market their product to their target audience. The target audience Sanitarium is looking at marketing towards is the middle class. This means looking into what the target market want when it comes to a breakfast cereal. The main thing consumers look for when purchasing cereals is that the product is health conscious, so Weet-Bix need to ensure they are bringing a product to India that has the needs of the consumers.
For Sanitarium to market their product they need to create a market entry strategy, and for Sanitarium they have decided to focus of exporting, as Australia will need to export weet-bix to India. All though exporting has both positives and negatives it
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