Marketing Plan Sanitarium Weet-Bix

Table of contents

Introduction and situational analysis

Sanitarium is a food company which is Australian owned and operated by Australians. It is wholly owned by the Seventh Day Adventist Church. This company was founded in 1898 in Melbourne. Weet-Bix is a healthy breakfast cereal that is made out of wholegrain wheat with a malty flavour. Produced by Sanitarium, Weet-Bix is a cereal range produced by this company. Edward Halsey, founder of the company, produced its first Australian batch of cereal in Melbourne 1898. (Sanitarium, n.d) Sanitarium’s original wheat biscuit was developed within Australia and New Zeland. The wheat biscuit served not only a breakfast cereal but provided an alternative to bread. During the 1920s, the company improved their formula to a sweetened flake biscuit that was at the time known as Weet-Bix. The name Weet-Bix originally came from Wheatabix. Weet- Bix, the cereal, was developed by Bennison Osbourn in Australia, NSW in mid 1920s.

Sanitarium Health Food recorded a retail value share of 15% in 2010 and ranked third following Kellogg and Nestlé. The Weet-bix product has a strong domestic market power within the breakfast cereal market in both Australia and New Zealand. Within the domestic market, the product itself enjoys strong consumer brand awareness and an iconic status with a catchy phrase, “Australian kids are Weet-Bix kids”. The Weet-Bix range features several notable brand extensions such as Weet-Bix Hi-Bran, Weet-Bix Organic and Weet-Bix Multi-Grain. Nowadays, the company engages many numbers of sporting celebrities as brand ambassadors for Weet-Bix, which helps the company strengthen its intimate and local image, as the ambassadors are called “Weet-Bix kids” as well. (Euromonitor international 2012)

SWOT Analysis

| |Helpful |Harmful |

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