LILYDALE FREE RANGE CHICKEN MKT10009 Marketing and the Consumer Experience Semester 2, 2023. Assignment 4 Date of Submission: 1 / 11 / 2023 Name: Christopher Adikari I have used Chat GPT in developing and writing this Assignment 1
LILYDALE FREE RANGE CHICKEN Introduction 3 Target Market Analysis 3 Brand Extension and Product Strategy 5 Product 5 Core product 5 Augmented Product 6 Positioning Competitor and Positioning Analysis 6 7 Positioning Statement 7 Value Proposition: "More for More" 8 Rationale 8 Value Proposition Statement 8 Brand Equity 8 9 Brand Relationship Marketing Mix 9 Product 9 The product packaging will be designed to ensure convenient storage and freshness. Additional ideas may include limited-time promotions, special product bundles, or loyalty programs to enhance the overall product offering and encourage brand loyalty. 9 Price 9 Promotion 10 2
Introduction LILYDALE FREE RANGE CHICKEN Lilydale Free Range is a poultry brand known for promoting ethically raised chickens with access to either an outdoor range or a spacious barn for free roaming. Lilydale has operated as a subsidiary of the Baiada Poultry Company for over 20 years, which also includes another subsidiary, Steggles (Freerange, n.d.). Target Market Analysis Persona The fit of the segment with the brand's identity/ positioning 1 This segment may not be suitable for this brand and product due to their dietary preference as a vegetarian. 2 No significant factors are evident that would make this segment unsuitable for our brand. However, it's important to note that the effectiveness of brand recognition might be limited SIze and Growth The individual represents individuals residing outside of Australia. Attempting to establish the brand in a new country may deplete company resources without a solid foundation which demonstrates a promising return on investment This segment displays viability for the new product due to potential time constraints for meal preparation. However, it's essential to take into account the absence of brand Structural Attractiveness Pitching to this segment proves challenging considering how they live with their parents, who most likely take care of their dietary needs (Nelson Laska et al., 2009). pitching to this segment may present certain challenges, primarily stemming from the current lack of brand recognition. Nevertheless, there is an 3