Ingham's Brand Report MKT10009 Assignment 2 2023 2nd Semester Submission Date:29/09/2023 Md Maksudul Bari Rony ID: 103936849 Word count (1339)
Contents Ingham's Brand Report .. .1 Executive Summery .3 Introduction. 3 Part A: Brand Summery 4 4P's (Marketing Mix) .4 Part B: Product Analysis .5 Part C: Environmental Analysis. .5 Part D: Persona. 6 Conclusion .7 References 8 Extension Notice You are hereby granted an Extension to your Due date for your Assignment. Your extended Due Date is 23:59 on Friday 29th September 2023 2 REPORT TITLE
Executive Summery This detailed report investigates Ingham's, a well-known brand in the Australian poultry sector, delivering a clear and informative examination of its brand history, market size, recent performance, product offerings, marketing mix, and the impact of micro and macro factors. With a long history dating back to 1918, Ingham's has a strong presence in Australia's poultry market, selling a varied range of poultry products under numerous sub-brands, including fresh and frozen chicken and turkey. The marketing mix of the brand, which includes product, pricing, location, and promotion, reveals a systematic approach to meeting consumer expectations and preferences. Ingham's actively promotes their products using marketing tactics such as TV ads, social media campaigns, and collaborations. The study also emphasizes the brand's emphasis on sustainability and ethical sourcing as a reaction to the industry's macroenvironmental concerns. It identifies chances for Ingham's to increase its market position by stressing these features. Sarah, the ideal target consumer persona, embodies the traits and motives of the brand's main audience, prioritizing convenience, quality, and ethical concerns in her purchasing decisions. Ingham's is well-positioned in the Australian chicken market, and this research gives useful insights into its brand identity, market strategy, and consumer interaction. To maintain its competitive advantage, the company should promote sustainability and effectively convey its ethical sourcing processes to consumers. Introduction INGHAM'S Always Good Ingham's, a well-known brand in the Australian poultry sector, has a long history that dates back to 1918 (About Us, n.d.). It has grown into a dominant force over the years, supplying a diverse selection of chicken and turkey products to discerning consumers across the country. This research provides a thorough examination of Ingham's, including its brand heritage, market size, current performance, and product diversification. Furthermore, it delves into the deep aspects of the brand's marketing mix, including the product, price, place, and promotion methods that drive the brand's market success. 3 REPORT TITLE