Task:
Choose a significant target group of customers for this product (for example: heath and time conscious families looking for easy meals for meat free Monday, or empty nesters seeking a novel, health conscious meal to incorporate into their routine or protein/health conscious consumers in their twenties).
Think about how you could apply theory from marketing systems (perhaps drawing on social mechanisms or nudging) to develop a nationwide campaign to convert your target customers to buy this food product. In order to do this you will have to decide on the ”form” this product will take. Do not spend too much time explaining the product itself, I’m more interested in how you will use theory to convince them to change their consumer behaviour and eating habits.
Identify six stakeholders that could help enable or prevent the success of AustGrain (three of each). For each stakeholder discuss their power relative to AustGrain and suggest strategies to minimise their ability to create obstacles or strategies to convince them to ensure AustGrain is a success. I suggest you create a table to help present your ideas.
You are working for a brand (existing or imagined) who have made a supply agreement with Austgrains. It is your job to come up with a new product that uses Austgrains pulses. Choose a significant target group of customers for this product (for example: heath and time conscious families looking for easy meals for meat free Monday, or empty nesters seeking a novel, health conscious meal to incorporate into their routine or protein/health conscious consumers in their twenties). Think about how you could apply theory from this course (perhaps drawing on jobs to be done, social mechanisms or nudging) to develop a nationwide campaign to convert your target customers to buy this new food product. In order to do this you will have to decide on the ”form” this product will take. Do not spend too much time explaining the product itself, I’m more interested in how you will use theory to convince your target market to change their consumer behavior and eating habits and buy the product you have invented.
An example might be that you will develop a product extension of Vegemite that combines existing Vegemite with pulses to give this much-loved Australian spread a boost of protein and fibre adding significant health benefits to the product. You might target this product at health and time conscious families with school age children to provide them with a quick, healthy solution for their children’s school lunches. You might suggest in-store activations at Coles and Woolworths to promote the new product including samples, product demonstrations and even selling the product in the health food aisle to reinforce its health food status.
Identify six stakeholders that could help enable or prevent the success of this venture (three of each). For each stakeholder discuss their power relative to you and suggest strategies to minimize their ability to create obstacles or strategies to convince them to ensure your venture is a success. I suggest you create a table to help present your ideas. You may find that a stakeholder could both enable or prevent success (such as Woolworths in the above example, they can enable success by providing a favourable location in store, but they could also prevent success by introducing a Woolworths branded product at a lower price).
You must use academic sources for citation and referencing. Your reference list should contain at least four academic references.
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