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Situation Analysis ! SITUATION ANALYSIS MAD3003 ADVERTISING DESIGN PROJECT 1 Name : Siti Diana Binti Mohd Zaihan ID Num : 1141328733 Program : Bachelor (Hons) Advertising Design CHAPTER 1 – PROJECT OVERVIEW 1. Introduction Weetabix Company produces breakfast cereals. Weetabix offers its products online, as well as through retailers. Weetabix formerly known as Van Brode Milling Company, Inc, and changed its name to The Weetabix in December 1981. It was founder in 1945 and is based in Marlborough, Massachusetts. In operated as subsidiary of Weetabix Limited. Adults need to eat breakfast each day to perform their best and kids need it even more to refuel their growing bodies and developing brains. That is why The Weetabix provides simply the most important meal of the day and makes it easier to grab and go During a busy morning, it is easy to let breakfast fall low in your list of priorities but taking just a few minutes to have something to eat can really make a difference to your day. IF you do not have time to prepare anything or time to eat before leaving the house, The Weetabix have lots of breakfast on the go and you can have even on the busier day. 2. Problem statement and issues Everyday million of people get addicted to junk food. These are people who do not have enough time to cook or those who find it affordable to eat in fast food places because of the low prices. The junk food can be classified to few categories snacks, fast food food and soft drinks. 3. 4. Objectives and Aims 1.3.1 Objectives • Make a campaign about ‘Pick a healthy habit, Pick a Weetabix’ • Give a talk about how important is breakfast on our daily life • Giving free Weetabix during school or event 1.3.2 Aims • Arranging competition or contest together with Ministry of health to promote the product • To inspire people about living in healthy lifestyle • To increase the popularity of the product world wide CHAPTER 2 – BRANDS 2.1 The Brand In 1926, a new rival appeared on the market and launched by the Grain Products Company called WeetaBix this cereal essentially added malt and sugar to the basic Granose formula to produce a new and quickly sweetened flaked biscuit. Weetabix remained one of Australia’s most popular cereals into the next century. Weetabix Food Company is the second largest branded manufacturer of cereal bars in the United Kingdom. Based in Northamptonshire, UK. Its family of brand includes Weetabix, Alpen, Ready brek, Weetos, Oatibix and Alpen cereal bars. The Weetabic brand has been manufactured and sold in the UK since 1932, today it is the UK’s number one selling, most trusted and most recommended cereal and is one of the Britain’s most iconic brands. The mills at Burton Latimer export to more than 80 countries around the world and for the Weetabix brand all of the wheat is grown within 50 miles of the sites. 2.2 Brand Image and Implications Weetabix’s total turnover in 2014 was £352m down 4pc on the previous year. Profit before tax was was £109m, down nearly 7pc. The director of Weetabix said, “2014 was a year of significant upheaval in the UK cereal market. This made life very difficult for us.” The directors of Weetabix said: “2014 was a year of significant upheaval in the UK cereal market. This made life very difficult for us as a business.” 2.3 Strengths and Weaknesses Strengths Weaknesses • Long standing well-known • Creative failure in designing brand with UK consumers overall image • Nutritious • Poor liquidity • Healthy – High Fiber – Low • Poor management which leads to Fat- Low sugar – Organic quality issues • Vertically integrated supply chain Table 1.0: Strengths and Weaknesses 2.4 Advantages and Disadvantages Advantages Disadvantages • Healthy will keep you going • You cannot eat them dry from the pocket • A great cereal for the family • A low fat healthy alternative for breakfast • Quick and Easy Table 1.1: Advantages and Disadvantages 2.5 Unique Selling Proposition Your quick, Easy and Deliciously - Where it is quick to have, easy to eat and it tastes good 2.6 Promotional History and Advertising Schedule ! Figure 1.0: Weetabix ‘Incredible Inside’ Weetabix ‘Incredible Inside’ by Bartle Bogie Hegarhy - June 10, 2015 - Weetabix has launched a 10million above-the-line campaign advertising all of its cereals ! Figure 1.1: Weetabix ‘Weetabuddie’ Weetabix ‘Weetabuddie’ by Bartle Bogie Hegarhy - January 06, 2015 ! Figure 1.2: Weetabix ‘Dad’s day out’ Weetabix ‘dad’s day out’ by Bartle Bogie Hegarhy - April 12, 2012 - Bartle Bogie Hegarhy is launching a TV spot for Weetabix Golden Syrup ! Figure 1.3: Weetabix ‘Weetakid’ Weetabix ‘Weetakid’ by Bartle Bogie Hegarhy - October 12, 2011 - BBH and Weetabix have launched ‘Weetakid and augmented reality adventure game ! Figure 1.4: Weetabix ‘Fuel For Big Days’ Weetabix ‘fuel for big days’ by Bartle Bogie Hegarhy - July 18, 2011 - Weetabix repositions itself as ideal start for dealing with a busy day ! Figure 1.5: Weetabix ‘Happy Breakfast’ Weetabix ‘happy breakfast by WCRS - July 28, 2010 - Weetabix has launched the follow up to its Cannes Lions Winning ‘Steeplaces’ ad with a new 30 second spot featuring marathon runners ! Figure 1.6: Weetabix ‘Inside Your Search’ Weetabix ‘inside your search’ by WCRS - November 28, 2009 - Breakfast cereal Weetabix is going digital in the latest work by WCRS, which shows the mechanics behind a search engine 2.7 Positioning statement It can be hard to find a breakfast cereal that is suited for the whole family. Thus, with close inspection Weetabix seems to pick all the right box CHAPTER 3 – COMPANY 3.1 Company Overview Weetabix Food Company is the second largest branded manufacturer of cereal bars in the United Kingdom. Based in Northamptonshire, UK. Its family of brand includes Weetabix, Alpen, Ready brek, Weetos, Oatibix and Alpen cereal bars. The Weetabic brand has been manufactured and sold in the UK since 1932, today it is the UK’s number one selling, most trusted and most recommended cereal and is one of the Britain’s most iconic brands. The mills at Burton Latimer export to more than 80 countries around the world and for the Weetabix brand all of the wheat is grown within 50 miles of the sites. 3.2 Business Description Weetabix has strong manufacturing operations in the United Stares and Canada and exports to a variety of countries, including much of Europe. While slugging it out for the market share against Kellogg’s and Nestle, Weetabix has managed to establish clear leadership in a limited number of cereal segments. Weetabix flagship product is renowned Weetabix branded cereal a pressed wheat biscuit designed to turn to mush in milk making it a favorite food choice across generations. Weetabix has also been pioneer of the muesli market; under it is popular Alpen brand, originally launched in 1971. Weetabix is the market leader in the instant hot cereal category as well. Other brands in the Weetabix portfolio include Weetos and Natures’s choice granola bars. In addition to it is small branded range; Weetabix has built private label operation through subsidiaries Ryecroft foods in the United Kingdom and Northern Golden Foods in Canada, as well as at it is U.S production facility in Clinton, Massachusetts. Weetabix also operates it is own packaging subsidiary. Vibixa Limited, supporting it is own products as well as it is private label production. 3.3 Company History From their beginnings in 1932 when Bennison Osbourne and Malcolm MacFarlane founded the British and African Cereal Co Ltd through to the Weetabix Food Company. 1898: Edward Halsey founds Sanitarium Health Food Company in Melbourne, Australia, and begins producing cereals, including flaked wheat brand Granose. 1926: The Grain Company, linked to the Seventh Day Adventist church, launches a new sweetened wheat cereal, Weet-Bix, in Australia. 1928: Sanitarium acquires Grain Company and the Weet-Bix brand. 1932: Three Seventh Day Adventists from South Africa arrive in England and form Weetabix Limited to produce and sell a U.K. version of Weet-Bix, and later enter production agreement with American Cereals Company in the United States. 1941: David Brody acquires American Cereals and changes its name to Van Brode Cereals. 1947: The George family acquires control of Weetabix Limited, and ends agreement with Van Brode. 1959: The first Weetabix television campaign is launched. 1967: Weetabix begins importing to Canada. 1971: The Company launches Alpen-branded muesli cereal. 1975: A Canadian subsidiary is formed. 1978: The Canadian subsidiary builds a production facility. 1981: The Company acquires the Van Brode Milling Company to enter the U.S. private label business and extend branded sales into the United States. 1986: The Company acquires Barbara's Bakery in California and its Nature's Choice brand. 1990: The Company acquires Ready Brek instant hot breakfast cereal. 1997: The Company acquires Ryecroft Foods in England to boost private-label production. 2000: After the launch of its new advertising campaign, Weetabix becomes the top- selling cereal brand in the United Kingdom. 2003: The Company launches new products including Weetabix Crrrunch, Alpen cereal bars, and Mini-Bix. 3.4 Key People CEO: Giles Turrel (Oct 18, 2011-) Founded: 1932 Parents Organization: Lion Capital LLP Founders: Malcolm MacFarlane, Bannison Osborne 3.5 Location and Subsidiaries United Kingdom only: Freepost RTJX-CZGH-ZLYK Weetabix Consumer Services (W) PO Box 5 Burton Latimer, Kettering From outside UK: Weetabix Consumer Services Station Road Burton Latimer, Kettering 3.6 Brands, Major Products and Services Weetabix is a whole grain wheat breakfast produced by Weetabix Limited. It comes in the form of palm sized and rounder rectangle-shaped biscuits. Variants include organic and Weetabix Minis.
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