Marketing 100 Research Paper Example | Topics and Well Written Essays - 2000 words

Marketing 100 - Research Paper Example Sanitarium claims that its Weet-Bix wheat biscuits are an ideal breakfast food because it fulfills calorie needs and energy requirements. Indeed, the major ingredients include fibre, fat and sugar (low), vitamins, milk, zinc, magnesium, folate and iron (Product Review, 2010). The Sanitarium Company offers its products at all retail stores, grocery shops and online stores for convenience of buyers across Australia and New Zealand. The company uses competitive pricing strategy because of highly competitive nature of food and confectionary industry. The prices range from $1 – 10 because of differences in flavours, sizing and quantity. In simple words, the prices will remain competitive because there is greater threat of substitute products from existing companies such as Kelloggs, Uncle Toys, House brands, Nestle and other small scale producers and marketers. It is worthwhile to mention that Kelloggs has been marketing Nutri-grain, Cheerios, Coco Pops and Nesquik in Australian market. In conclusion, there is stiff competition that keeps prices affordable for consumers from different social classes (Demo Design Report, 2006). The Sanitarium Company has already expanded its operations all across Australia because of an efficient distribution and supply chain network. The company supplies its product to all retail and commercial stores, grocery houses, medicine shops and online stores. In this way, Sanitarium has increased market reach of Weet-Bix product and has attracted maximum customers towards its brand. In addition, the company focuses on efficient supply because the Utility of Place and Time play a vital role in success of any food product. Sanitarium has inducted a new eCargo system to ensure flexibility in distribution channels, to reduce human error and to facilitate record keeping, freight and inventory management (Ecargo Report, 2010). The company