Case Study: Arnott’s Emporio Marketing Strategy Essay Example

which can now be enjoyed on a daily basis. Product It is crucial to distinguish the product at various levels; at its core, the product is a biscuit that is meant to be consumed with coffee. This core product is accompanied by another level of identification, which enables the Emperor brand to be acknowledged for its high quality. This consists of various styles of the original Emperor combined with the quality and brand recognition of Earnests.

The success of Emperor can be attributed to its effective implementation of various strategies, which resulted in the establishment of a strong brand image associated with value and quality. These strategies included positioning by benefits and quality, whereby the use of high-quality ingredients ensured freshness across Emperor's range of biscuits. Additionally, the brand employed positioning by price, capitalizing on the common perception that higher-priced products are synonymous with superior quality. Emporium's premium biscuit range stood out among its competitors on supermarket shelves, reinforcing its reputation as a high-quality product.

The biscuit was originally marketed as an occasional product. However, it has now been repositioned to offer a separate range for everyday indulgence. Packaging plays a crucial role in the success of the Emperor brand, according to Peter West, Errant's vice president of brand management. He states that packaging is instrumental in conveying a welcoming image and positioning the brand. The individual packaging of each biscuit adds to its resemblance to cafe© quality biscuits. Additionally, the packaging features vivid colors and pictures of the different types of biscuits, making it easier to distinguish from other competitors.

Price Emperor uses various pricing strategies to differentiate itself from other biscuit ranges and

convey high quality. These strategies include implementing price points and considering the relationship between price and quality. The brand takes advantage of its exclusivity by setting a relatively high price to maximize profits through market skimming. In terms of promotion, Emperor employs a range of advertising methods to raise awareness and persuade customers to purchase their product.

In 2003, the brand decided to reposition itself using nationwide television advertisements. This strategy started to show positive results in late 2004. Additionally, the brand continued to advertise regularly in respected food and fashion magazines. The television ads were specifically designed to target successful businessmen and women in positions such as lawyers, secretaries, and other executives. These ads portrayed these individuals enjoying a relaxing "treat" with their coffee, while also singing the jingle. The brand also employed other promotional techniques such as "below the line" promotion, which included free sampling and point-of-purchase displays. Online grocers were utilized for product sampling, particularly to promote the different styles of the Emperor biscuit.