MKT10009 Marketing and the consumer experience Assignment Sample

1.0 Introduction - MKT10009 Marketing and the consumer experience Assignment Sample

This study aims to develop a brand extension strategy for Ingham’s which leads the poultry manufacturing sector across Australia and New Zealand. A market analysis section of this report will determine appropriate consumer groups according to the new product. The report will present a brand extension strategy that includes information about the proposed product offering alongside its competitive positioning. This report includes both a brand positioning map together with the definition of the marketing mix (4Ps) before delivering key insights and recommendations.

2.0 Target market analysis

Three personas were developed and analyzed in relation to how they matched the brand’s identity, company objectives, market potential and structural attractiveness to identify the best consumer segment for Ingham’s brand extension. This analysis is summarized in the table below.

3.0 Brand extension and product strategy

Proposed Brand Extension Strategy

• Ingham will develop a high protein ready-to-eat meal branded "Ingham’s PowerMeals" to the target segment, young professionals and fitness-conscious people (Persona 2: Jake) (Schrobback et al., 2023). Furthermore, it meets the growing need for healthy, high-protein, and convenient meal options. The brand stretch strategy of the brand extension follows the path of using Ingham’s existing reputation for excellent quality poultry to enter the functional food market. The company’s current product portfolio is complemented by this, catering to new consumer trends.
• Modern, sporty aesthetic, clean labelling highlighting macronutrient content (high protein, low fat, minimal additives), logo & packaging. Eco-friendly packaging will reflect sustainability goals (Mena et al., 2024).
• Health, energetic, convenient and trustworthy, restoring Ingham brand equity already achieved while attracting fitness-conscious consumers.

Brand Elements and Personality

• Brand Name: Ingham’s PowerMeals – Reflecting strength, convenience, and nutrition.
• Slogan: Fuel Your Day, The Healthy Way – Reinforces the health-conscious and functional food positioning.

Product Offering – Three Levels of Product Framework

Justification for the Extension

Introducing the high protein, ready to eat Ingham’s PowerMeals is based on demand from the market, changes in consumer behavior, competitive positioning and scalability within our existing supply chain. Increasing consumer awareness of nutrition, fitness, and time efficiency has fueled the growth of the global healthy convenience food market (Chopra et al., 2022). Compared to 2018, the ready to eat meal market globally is expected to reap US$234.78bn in revenues through 2026, and at 6.8% CAGR. Similar trends have been seen in Australia, with 67% of consumers favouring convenient meal options that are healthy and time-saving (Australia Post, 2024).

With millennials and young professionals increasingly opting for high-protein diets to maintain their muscles, shed some weight or just generally feel well, the market for protein-rich, nutritious meals is on the rise. As reported by the Australian Bureau of Statistics (2023), 45.5% of all Australians monitor their protein intake, and 34% of those choose poultry as their primary source of protein (Food Standards Australia New Zealand, 2024).

Need a reliable partner for your studies? Choose our Online Assignment Help for 24/7 support, affordable prices, and guaranteed quality that makes a real difference in your academic journey.

4.0 Competitor and positioning analysis

Brand Positioning Map

FIGURE 1: POSITIONING MAP

The positioning map above, comparing Ingham’s PowerMeals with key competitors in terms of price and quality, the two most important factors considered by the consumers in choosing ready-to-eat meals, indicates that positioning of the former within the ready-to-eat meals market appears to be ideal. My Muscle Chef and Youfoodz dominate the premium quality space at a higher price point. Supermarket-ready meals are cheaper but tend not to have the same nutritional value, never mind the premium ingredient quality that health-conscious consumers want to see on their shelves. Fast food chains offer lower priced options, but such chains usually go hand in hand with lower quality and high-calorie content (Mahmoud et al., 2024). Ingham’s PowerMeals is promoted as a high-quality, low-priced alternative that utilizes the brand equity, vertical supply chain and commitment to health-conscious convenience foods the Ingham’s brand possesses.

Positioning Strategy

Positioning strategy details a nutritionally superior, convenient, and affordable meal solution to fit fitness-conscious consumers (Hasna-Karimah et al., 2023). Unlike fast or supermarket-ready meals, which tend to be cheap rather than nutritionally balanced, Ingham’s PowerMeals provides high-protein, well-rounded meals from premium poultry and whole food ingredients. The brand uses its well-established reputation in the poultry industry to create trust among consumers on the quality and source of its ingredients (Gaiato et al., 2023). The price point is still significantly below premium meal brands such as My Muscle Chef, and it is still an aspirational product you can afford.

Brand Positioning Statement

"As a convenient, premium offering for busy professionals and fitness-savvy consumers, Ingham’s PowerMeals offers freshly prepared, nutritionally balanced options for the health-conscious consumer." Ingham’s PowerMeals differed from supermarket ready meals or fast food; they were poultry-based, free from artificial nasties, and made with real, whole food ingredients, all at an affordable price (Miao et al., 2023)."

Value Proposition

Ingham's PowerMeals “Nutritionally Balanced Conveniently Delivered” is the core value proposition. It clarifies why adding premium, high-protein ingredients, eating healthily prepared meals, and convenience facilitated by widespread availability via supermarkets and online are so beneficial.

5.0 Marketing mix

Product

Ingham’s PowerMeals is a ready to eat, high protein meal range aimed at fulfilling the need of health conscious consumers looking for convenient and healthy food options. It is made with whole food ingredients with nutrtional balance each meal is pre portioned and protein rich (Mehdi Kakaei et al., 2024). The meals come with macro friendly formulations, lean poultry, whole grains and fiber rich vegetables, with the least preservatives possible. BPA Free, eco friendly, and clearly labeled with macronutrient content, sustainability certification, preparation instructions packaging (Hussain et al., 2024). Ingham’s premium branding will reinforce Ingham’s reputation for quality and ethical sourcing to the target audience’s values.

Price

The pricing will be based on a value basis balancing between premium quality and fair price. Ingham’s PowerMeals will be located below My Muscle Chef and Youfoodz, but above supermarket frozen meals, priced at $8–$10 per meal, making them appealing to fitness enthusiasts, professionals and those planning their meals on a budget while eating healthily. We will offer strategic bundle pricing (for instance, “buy 5 meals, get 10% off”) to encourage bulk purchases and retain customers.

Place

Various channels will be used to distribute PowerMeals, making them accessible. Our major sales channels will be the major supermarkets (Woolworths, Coles, and IGA), online grocery platforms (Amazon Fresh, HelloFresh) and direct-to-consumer e-commerce platforms.

Promotion

For Promotion purpose Digital Marketing, Influencer Partnership, in store activation is done (Rizvanović et al., 2023). It is going to see social media campaigns with fitness influencers, nutritionists and athletes campaigning on the benefits of the product in terms of nutrition and convenience. Advertise on Instagram, YouTube, TikTok in an attempt to reach young professionals and fitness lovers (Garcia, 2024). The product will be introduced to the market through retail promotions such as sampling booths in supermarkets and fitness expos, as well as gym partnerships.

6.0 Conclusion

At the end of this report, Ingham’s PowerMeals was proposed as a high protein ready to eat meal range for the fitness conscious and busy professionals. The report analyzes the target market, competitor positioning, and brand extension strategy to show how PowerMeals meets consumer demand for nutritious, convenient, and high quality meal solutions. Product quality and competitive pricing, strong distribution channels, and digital promotions were emphasized in a strategic marketing mix.

References

• Australia Post. (2024). Inside Australian eCommerce Report 2024 | AusPost. Australia Post. https://ecommerce-report.auspost.com.au/
• Chopra, A. S., Lordan, R., Horbańczuk, O. K., Atanasov, A. G., Chopra, I., Horbańczuk, J. O., Jóźwik, A., Huang, L., Pirgozliev, V., Banach, M., Battino, M., & Arkells, N. (2022). The current use and evolving landscape of nutraceuticals. Pharmacological Research, 175, 106001. https://doi.org/10.1016/j.phrs.2021.106001
• Food Standards Australia New Zealand. (2024). OFFICIAL Consumer Insights Tracker 2023 Technical Report Trust and confidence in food regulation, use and understanding of food labelling, and food safety perceptions and behaviours. https://www.foodstandards.gov.au/sites/default/files/2024-05/Consumer%20Insights%20Tracker%202023%20Technical%20Report.pdf
• Gaiato, G., ARDIGÓ, C. M., & Pablo Flôres Limberger. (2023). Animal Welfare Certification Seal and the Effect on Brand Equity: Consumer Perspective of Chicken Commodity. Wiley Online Library, 1–22. https://doi.org/10.1080/10454446.2023.2227583
• Garcia, M. B. (2024). Watching Exercise and Fitness Videos on TikTok for Physical Education: Motivation, Engagement, and Message Sensation Value. Journal of Teaching in Physical Education, 1–14. https://doi.org/10.1123/jtpe.2024-0084
• Hasna-Karimah, F., Laddha, M., & Peng, Y. (2023). Chirping Away the Taboo: Cricket Consumption and the Future of Sustainable Protein Alternatives Poppy Cook. https://www.lse.ac.uk/PBS/assets/documents/PEL-coursework/2022-23/PEL-Summative-Coursework-2022-23-Group-7-Insects.pdf
• Hussain, S., Akhter, R., & Maktedar, S. S. (2024). Advancements in Sustainable Food Packaging: From Eco-friendly Materials to Innovative Technologies. Sustainable Food Technology, 2(5). https://doi.org/10.1039/d4fb00084f
• Mahmoud, A., Attia, mohamed A., & Wahba, D. (2024). The Impact of Customers’ Nutritional Awareness on Food Habits, Behaviors, and Choices in Fast Food Restaurants. Minia Journal of Tourism and Hospitality Research MJTHR, 18(1), 109–133. https://doi.org/10.21608/mjthr.2024.296274.1161
• Mehdi Kakaei, Rehman, F., & Fazeli, F. (2024). The effect of chickpeas metabolites on human diseases and the application of their valuable nutritional compounds suitable for human consumption. Cellular Molecular and Biomedical Reports, 4(1), 30–42. https://doi.org/10.55705/cmbr.2023.395591.1153
• Mena, B., Alexandrina Sîrbu, & Eze, C. C. (2024). Global Consumer Perception Towards Healthy Foods: Influencing Factors and Current Trends. Springer, 605–623. https://doi.org/10.1007/978-981-97-7870-6_29
• Miao, X., Hastie, M., Ha, M., & Warner, R. D. (2023). Consumer response to blended beef burgers and chicken nuggets is influenced by ingredient and nutrition claims - qualitative assessment. Future Foods, 8, 100247–100247. https://doi.org/10.1016/j.fufo.2023.100247
• Rizvanović, B., Zutshi, A., Grilo, A., & Nodehi, T. (2023). Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing. Technological Forecasting and Social Change, 186(1), 122128. sciencedirect. https://doi.org/10.1016/j.techfore.2022.122128
• Schrobback, P., Zhang, A., Loechel, B., Ricketts, K., & Ingham, A. (2023). Food Credence Attributes: A Conceptual Framework of Supply Chain Stakeholders, Their Motives, and Mechanisms to Address Information Asymmetry. Foods, 12(3), 538. https://doi.org/10.3390/foods12030538