Tim Tam Case - eerwerwerweger PDF

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Practice Case for the Final Exam. Updated” 25 August, 2016

The SWEET TIM TAM of Australia

Tim Tam is a brand of chocolate biscuit made by Arnott's Biscuit Holding. A Tim Tam is composed of two layers of chocolate malted biscuit, separated by a light chocolate cream filling, and coated in a thin layer of textured chocolate. The product was introduced in 1964. Currently the product is available in different varieties, with the classic line including 5 different versions, in 200 gram pack, with ORIGINAL, CLASSIC DARK, WHITE, CHEWY CARAMEL and DOUBLE COAT. Another line named Family Value features 2 types of bigger pack. The Chocolicious line includes three versions of smaller pack around 187-191 gram, and two types of bigger boxes with multiple tastes called assortment box and variety box. The fourth line called “Limited Editions” includes 3 versions of 165 gram: VIRGIN ESPRESSO MARTINI, VIRGIN STRAWBERRY CHAMPAGNE, VIRGIN PINA COLADA. This “Limited edition” also includes two other flavours: Salted Caramel and Coconut Cream.

Tim Tam used as a drinking straw for tea

Tim Tam on a cheese cake

The Tim Tam is liked by consumers for its crispiness. They are made in Australia and imported to other countries. The retail price in Australia for one package of 200 gram (with 9 pieces inside) is 3.95 Australian dollars. In Australia Tim Tam targets the mass market. They are eaten by almost all Australians, and Australians even play games with Tim Tam. They use Tim Tam as a drinking straw for beverage until the product is soaked, and then eaten the soften piece. The website of the company also suggests different recipes for consumers to use Tim Tam with ice-cream or cake. The company is planning to launch this product in your country of destination (from your assignment project).

1. What macro environment factors should the company research before launching the product? Provide some relevant information about those factors that you think will be influencing on the marketing decision making process of the company. (10 marks) 2. Who should be the primary target market for your country of destination? Please provide a profile of them using different relevant segmentation bases. Explain what macro environment factors influence this decision of you to choose this market segment. (10 marks) 3. What positioning strategy do you recommend for entering your country of destination? What insights from your research on the country macro environments lead to these recommendations? 4. What retail price do you recommend for your country of destination? Why do you recommend such a price? What is the pricing strategy that you are applying in recommending this price? What macro factors are taken into consideration? (10 marks) 5. What specific marketing communication tools do you recommend for the company? What factors in the macro environment influence your recommended strategy? (10 marks) 6. What product strategy do you recommend? What factors in the macro environment influence your recommendations? (10 marks)

Note: The 10 marks is just for example. The real exam question as said will consist of 3 questions, one will be 10 marks, and two others 20 marks. The 6 questions here are examples of questions that could be asked to cover the STPD and 4Ps (except Placing). There will be no question asking about how the product should be distributed. The biggest challenge of answering these questions is to what specific level the student will be answering the question (what specifically the marker will be looking for). Sources: http://about-australia-shop.com/product_info.php/products_id/387 http://www.arnotts.com.au/...