Primary and secondary data needs for a Vegemite marketing plan

Marketing Plan Chapter 3 Activity 3: Critical Information Worksheet List primary and secondary data needs to create the Vegemite marketing plan.
Justify the necessity of the primary and secondary data you have selected.
Data Need
Primary or Secondary
Justification for Inclusion

Opinions of consumers on Vegemite offerings
Primary
Will give an idea of what customers want from Vegemite

Reaction to Quarantine Cuisine
Primary
Will show whether the social media show has been a hit or miss with consumers

Who consumes Vegemite
Primary
Will show what the real demographic of consumers is

Why people buy Vegemite
Primary
Will show what attracts people to the product

What else consumers are buying
Secondary
Will show what other products are attracting consumers

What else consumers are interested in online
Secondary
Will show where consumers are coming from and going to when they come to or leave the Vegemite online site

Develop one instrument with 5 to 10 targeted questions that could be used as part of either a focus group or survey that you can use later in the marketing plan.
Questionnaire
Targeted Questions Did you grow up eating Vegemite in your house or is it a product that you tried for the first time outside your home or later in life? Explain in detail what your first experiences with Vegemite were. Is Vegemite a staple product in your weekly shopping cart? Or is it something you buy every once in a while or for a special occasion? If it is not a staple product in your shopping cart, what prompts you to buy it? If you were to buy a 220g jar of Vegemite, how long would that jar last in your house before it would be emptied? Would everyone in your house eat from the jar or just you? How many people are in your house? What are their ages? Do you have any criticisms of Vegemite? If so, what are they? If not, what is your favorite thing about Vegemite? Do you own any Vegemite merch or have you ever bought any Vegemite merch? If so, what was the reason for the purchase? Does nostalgia play a role in your purchasing and consumption of Vegemite? Have you watched Quarantine Cuisine? If so, did you enjoy it? If so, what did you like most about it and would you like to see Vegemite create similar shows like it? What other spreadable products do you purchase? What are the top benefits of Vegemite in your mind? Would you like to see Vegemite go international?

Marketing Plan Chapter 4 Activity 4: Define Consumer Markets Worksheet Write a 200- to 350-word essay for each of the following four sections:

1. Write a demographic profile of the customer to include the following:

Age
Income
Occupation
Education
Lifestyle (activities, interests, or opinions)
Other salient characteristics

The demographic profile of the average Vegemite consumer is age 5 to 75, as it is consumed by virtually 98% of Australian-born Aussies. According to Roy Morgan research, the brand is a favorite among people born in Australian but not so much outside of Australia or even among Australians who are born outside of the state. The average income is that of the nation, and the occupation of Australians who buy Vegemite is also wide-ranging. Vegemite transcends normal demographics as it is basically as synonymous with being Australian as peanut butter is with being American or as jam on toast is with being English.
In the US, people with kids tend to eat peanut butter. In Australia, people with kids eat Vegemite, and even older people without kids put it on crackers or toast and eat it. It is literally the ubiquitous Australian jam. People with and without education consume it, and people with a variety of lifestyles eat it. It is viewed as nutritious and tasty and without pretension. If you are born in Australia it is just a matter of fact that you are going to grow up eating Vegemite. It is almost like a national duty to consume it.
References Groom, N. (2014). Nearly half of us are happy little Vegemites and eat the classic Aussie spread every day. Retrieved from https://www.dailymail.co.uk/news/article-2866513/Spreading-love-83-cent-vegemite-eaters-born-Australia-30-cent-people-born-UK-eat-it.html
2. Describe the motivation of the target consumer, including answers to the following questions in your response:

Why is the consumer buying the product?
What external forces (i.e. culture or subculture) will influence the target consumer as he or she considers the purchase? How?

The consumer of Vegemite buys the product primarily because it is the Australian version of peanut butter. It is what the Australian cuisine culture has deemed to be normal over the decades: it is nutritious and accepted around the entire country as being the staple for toast and crackers. As ubiquitous as jam is in England or as PBJ is in the US, Vegemite is in every home because it is just what Australians eat, and Aussies embrace it. They like that non-Aussies turn their noses up at it, and they like to be viewed as different. Australia has a unique culture that way. Thus, most Aussies buy Vegemite because they have been brought up to consume it and few break with that tradition.
The external forces that influence the target consumer as he or she considers the purchase is cultural: to consume Vegemite is to be Australian, and if one wants to celebrate his national and cultural identity, he is not going to shirk his duty by not buying Vegemite. This culture is conveyed through media, groups and peers, as Bandura (2018) explains. People learn how to behave by the influences from these three impactful spheres of their society.
References Bandura, A. (2018). Toward a psychology of human agency: Pathways and reflections. Perspectives on Psychological Science, 13(2), 130-136. 3. Describe the consumer’s typical consumer purchase decision process, including an answer to the following question in your response.

What is the likely process a consumer will go through in making the decision to purchase the product?

The consumer purchase decision process for individuals who buy Vegemite is not that complicated, since it is a ubiquitous product in Australia and can be found in nearly all homes. The problem recognition stage is simply that one might note that there is no more Vegemite spread in the pantry. Vegemite will go on the shopping list. There is not likely to be any search for information as there are only three Vegemite products: Vegemite, Low-Sodium Vegemite, and Vegemite Cheesybites. One might look up information for the latter two, if one has not had them and will likely turn to social media as the source for information since that is where most people get their data from in today’s world. There may be an evaluation of alternatives, such as Marmite or Promite, but Vegemite is a staple so this evaluation will be limited. The product choice decision will essentially be over what size jar to buy, how many jars to buy, low-sodium or not, and whether to try the Cheesybites. The post purchase decision will be whether one needs crackers or bread as well. Buying Vegemite is basically an automatic function for most Aussies and is like buying milk, bread and cheese in the US; it is just something that is going to be on the grocery list.

4. Identify an opinion leader or spokesperson who would add value to a Vegemite marketing plan, including the following:

Person’s name and a short description
Attributes of this person that makes them a good match to the target market(s)

A spokesperson who would add value to Vegemite marketing plan would be Andrew Bogut, NBA player and commonly revered as one of Australia’s best. Bogut has a natural flair and likeable personality in addition to being a basketball World Champion with the Golden State Warriors. Bogut is big, tall, burly and jocular and he loves Australia just as much as Australia loves him. Moreover, Bogut loves Vegemite and would be a great spokesman for the product.
Since Bogut is a winner and Aussies take pride in their nation, culture and people who go on to represent the nation well, Bogut would be a good fit for marketing Vegemite. He could easily turn it into a character type of marketing, with Vegemite being for Bogut what spinach was for Popeye. If Bogut is struggling on the court, it could be because he did not get his Vegemite on toast that morning. That would be one idea for a commercial and it would appeal to the mass of Australians, since everyone in Australia knows who Bogut is. Bogut could star in a series of commercials of that nature and help reinforce the idea that Vegemite is for world champions the same way Wheaties did with athletes in America during the Olympics.

Marketing Plan Chapter 5 Activity 5: Determine Business Market Relationships Worksheet

Complete each of the three steps below.

Write an analysis of your key business-to-business opportunities to assess the fundamental nature of these markets on the table below, including a description of the following:

A minimum of three types of companies in this market
Estimation of the populations of these markets, as raw numbers and as a percentage of the U.S. population
Probable buying decision maker(s) you would encounter in selling to your key business-to-business customers

Companies in this Market
Estimation of Populations
Probable Buying Decision Makers

Sample Entry
Hospitals
35 million discharges per day, 11 percent of U.S. population
Hospital purchasing department

1
Cracker producers
7 million
Strong Australian-born presence in the population?

2
Schools
6.5 million
Strong Australian-born presence in the population?

3
Bread producers
7 million
Strong Australian-born presence in the population?

Create a probable buying decision process for one of these key business-to-business opportunities identified above using the template