Marketing Strategies in Australia

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Essay #: 060093
Total text length is 5,518 characters (approximately 3.8 pages).

Excerpts from the Paper

The beginning:
Abstract
This paper shall look at the necessary integrated marketing communications strategies required to introduce a frozen food product into the Australian consumer market.
Marketing Strategies in Australia
The introduction of new products into new markets presents a substantial number of needs that must be addressed from a marketing communications standpoint. While this frozen food product has been successful in both the United States and European consumer markets, Australia will present a new challenge. Every country comes with culturally unique circumstances that must be considered when introducing a new product. Management must complete due diligence on the Australian cultural nuances and consumer food preferences, analyze their...
The end:
.....ers visit (presuming this frozen food product is for busy mothers without time to prepare full dinners for their hungry children). The key will be to integrate the strategy and message across a wide array of channels. A celebrity spokesperson would do a good job of providing added awareness and increase the probability consumers will consider a purchase of the frozen food product.
References
Australian cuisine – Breaking the rules of fine dining. (n.d). Convict Creations. Retrieved from <http://www.convictcreations.com/culture/foodwine.htm>.
Martinez, S. (May 2007). Food product introductions continue
to set records. USDA, Economic Research Division.
Retrieved from
http://www.ers.usda.gov/AmberWaves/November07/Findings/FoodProduct.htm