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  • Lec 23

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    Avik Borah
    1 views2 pages
    vegemite

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    lec23

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    vegemite

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    1 views2 pages

    Lec 23

    Uploaded by

    Avik Borah
    vegemite

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    The new Vegemite

    Insights from “HDYLYV” Campaign revealed different uses (as mixes) and
    combinations of Vegemite. This led to development of a new product
    New Vegemite-cheese combination (brand extension) was smoother, milder,
    easier to spread and “dipable”. Was in lower-in-fat alternative
    It was developed with the hope that the new product would complement
    the other
    This product was targeted at non-traditional consumers (young adults,
    families without children & new immigrants)
    New concept: has lower shelf-life. Needs refrigeration. A concept
    deviating from what existed for the current, loyal Vegemite consumers
    Initial results were promising: Sales of 2 million jars, 12% household
    penetration in the first 2 months of launch
    Inference: Consumers were not only initially curious about the new
    Vegemite, but were enjoying the taste & accepted the product

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