A product of Kraft foods

In 1922, a Melbourne man called Fred Walker (who started the Fred Walker Company which eventually became Kraft Foods Limited in Australia) had the bright idea of using yeast extract left over from the manufacture of beer to create a wonderful source of vitamin B and a tasty new spread that every Australian will grow up with.

It is the registered brand name for a dark brown -- almost black -salty food paste mainly used as a spread on sandwiches and toast, though occasionally used in cooking.

and indeed the product was for a short time known as "Parwill" as a rather unfunny and unsuccessful pun on Marmite's name (as in the sentence: "Ma might not like the taste. Sheilah. Vegemite's current name was picked at random out of a hat of other possible choices by Fred Walker's daughter. but I'm sure Pa will"). . Its taste and manufacture are similar to the British Marmite.

and a little goes a long way .most people spreading vegemite as thickly as jam or butter will get a nasty surprise when they bite into the resulting product . The spread is extremely strongly flavored.

In addition to being rich in vitamin B.Nutrition    Yeast extract is four or five times more concentrated than yeast. yeast extract also contains other essential proteins and minerals It is also fat free . making it one of the richest known sources of the vitamin B group.

 Prior to the outbreak of World War II in 1939. nutritionally balanced food for patients . This endorsement coup allowed Vegemite to be advertised in the British Medical Journal and for medical professionals to be able to recommend Vegemite as a Vitamin B-rich. Vegemite gained official product endorsement from the British Medical Association.

attractive healthy children singing a catchy jingle entitled "We're happy little vegemites". Indeed. . many Australians still use the phrase "happy little vegemite" to describe such children. Vegemite's rise to popularity was helped by highly successful marketing campaigns in the 1940s. using groups of smiling.

The product is on display at Woolworths head office in NSW should anyone feel inclined to make a pilgrimage. It was scanned in Woolworths at Chullora NSW and the price was 66 cents. a 115g jar of Vegemite makes grocery store history by becoming the first product to be electronically scanned at the checkout in a supermarket in Australia. In April 1984. .

 Today Vegemite. Vegemite may have started on toast but it remains a vital ingredient in many contemporary recipes such as risotto. which remains relatively unchanged in recipe and label. . now sells over 22 million jars every year.

7 million jars of Vegemite are manufactured in Australia every year . . 30 jars are sold in Australia for every one exported. Vegemite is in nine out of ten pantries in Australia.that's 235 jars per minute.Did You Know?    22.

With four buttery crispbreads in every pack and a handy red stick for spreading.  Kraft launched Vegemite snack abouts in 1999 "Snack abouts" was created for children and adults so that people could snack on Vegemite anywhere. Vegemite snack abouts are a popular addition to Aussie kids¶ lunchboxes. . anytime.

welcome  This includes old ads for the company in the Our Heritage section .au/ m? information: http://www.vegemite.


com/watch?v= 7lK4ADMuj8k .youtube. http://www.   For the first time in 85 years. Vegemite has now launched a new 4wVmuUEOZe8

Issues for International Sales        What market entry method would you use? Would you change the product or keep it the same? Who would you market to? How would you promote the product? What would your promotional message be? How and where would you sell it? What kind of a price would you attach to it? .

4 P¶s of Marketing     Product Promotion Place (Distribution) Price .

Adaptation vs. Standardization   Standardization: keep product the same across countries Adaptation: change product to meet local needs .

McDonalds .

Menus vary around the world. .000 McDonald's restaurants in 119 countries.  Q. How many restaurants does McDonald's have and in how many countries? A. There are more than 30.

Product Adaptation        Packaging Color Size Usage Labeling Features Technical issues .

Factors which drive standardization      Cost Brand Name Control of Image Economies of Scale Globalization of marketplace .

Factors which drive adaptation      Use of product Legal differences Buyer behavior patterns Cultural differences Economic factors .

html .com/count ry/all.cocacola.    Coca-Cola http://www2.html Electricity

Global Segmentation  Identify a market segment that crosses country lines and sell a standardized product to it .  Barbie in Middle East http://news.stm .uk/2/hi/middle_ east/4605334.

global business travelers Regional segments: Asian edition of Microsoft word Unique segments: first-time parents. sophisticated photographers. working women .Possible Segments    Global segment: MTV generation.

India  http://www.html .com/ou rfood/veg/mcaloo_tikki.mcdonaldsindia.

Malaysia  i'm lovin' it! McDonald's® Malaysia .

mcdonaldsarabia.asp .com/e nglish/uae/nutrition_inov.Middle East  http://www. es/uruguay/food.Uruguay  http://www.html .

com/content /countries/  http://www.html .

mcdonalds.html .Signage ws/media/multi/Rest/signage.

Alternative International Product and Promotional Strategies .

finfacts.The World¶s 10 Most Valuable Global Brands Source: BusinessWeek 8/26/2007 .

Sign up to vote on this title
UsefulNot useful