Research - Farmbake

The 4 P's research into Farmbake the competitor:

Product:

Farmbake biscuits is a company owned by Arnott's and in turn an American company known as Campbell soup Company. The sell a Wide variety of flavours, these include:

• Chocolate chip
• Chocolate chip fudge
• Peanut Brownie
• Golden crunch 
• Butter shortbread
• Crunchy oat and fruit 
• Triple choc
• White Choc

All of these flavours are only available in the 350 Gram bags. 

The brand aims their product towards the homebaking side of the market and I quote from a company action plan, "Campbell Arnott's has always been committed to the health and well-being of its consumers". This reasures the target audience, mothers, as they are the usual enforcers of health and homebaking within a home for their children.

 Promotion:

Every so often Farmbake holds competitions, the last one being able to win a trip to see the Coronation street set, this also gives light on their audience as elderly or middle aged people. It is effective because biscuits are things you have when you relax or as a treat such as during a show your watching, in combination with a hot drink is quite nice.

They also used to do old TV adverts which targeted a much younger audience. Either through this time they have changed their target audience through their branding or they have targeted a wide age group.

Farmbake don't promote themselves on a large scale, and promote themselves through their packaging as a yum, healthy, homemade product to remind you of home.

Place:

With Arnott's having their main headquarters in Australia they are one of the largest food companies in the Asia Pacific region providing 2800 jobs in Australia and spending over $3 billion in the past decade on Farmer's produce. Arnotts started in 1865 as a small bakery. They supplied bread, pies and biscuits to local townspeople as well as crews who worked on the port  importing coal. Since then they employ thousands of workers and supplies biscuits to more than 40 countries in the world. They pride themselves as part of Australia's history.

Price:

Farmbake biscuits generally on the high end if not the highest on the price range within the bagged biscuits section. With all bags 350g and all flavours the same price, the prices are as follows:

Countdown: $4.39
Pak'n'save: $3.89
New World: $4.49
The Fix: $7.40

With the prices on the higher end it creates a sub-conscious representation of quality and "a piece of home" to go with it.