Reference no: EM133271936
Assignment:
Kraft Heinz launches new Frozen Vegetarian Snacks range ALEXANDRA Cooper, October 28, 2021, 2:55 pm
Kraft Heinz has announced the launch of its new range of Frozen Vegetarian Snacks in Australia, adding a modern twist to traditional frozen snacks and sides for sharing. Bringing variety to the freezer aisle, the new Heinz vegetarian friendly frozen snacking range includes delicious and crunchy Cauliflower Fries, moreish crispy Broccoli Florets and Crispy Mixed Vegetables! Paired with your favourite dipping sauce and great when shared with friends, the tasty new range of frozen snacks features delicious fries, a mouth-watering combination of broccoli or cauliflower and potato coated in a seasoned light batter and crispy florets of broccoli, cauliflower or carrot in a lightly seasoned crumb.
Quick and convenient, for that crispy crunch cook in the oven or bake in an air fryer - from freezer to platter in under 25 minutes (per instructions on pack). "Vegetarian snacks are on trend for what consumers are increasingly looking for in modern frozen snack options," Kraft Heinz chief marketing officer ANZ Shane Kent said. "With an increasing number of vegetarians, pescatarians and flexitarians in Australia, we're pleased to be able to tap into this trend and deliver more variety for customers in the frozen category.
"As a tasty occasional snack or side, this range is great to share around with friends and family, particularly if some states start to emerge from lockdowns ahead of the summer entertaining season." The Heinz Frozen Vegetarian Snacks range is available in five varieties:
• Heinz Cauliflower Fries (400g)
• Heinz Broccoli Fries (400g)
• Heinz Crispy Broccoli Florets (350g)
• Heinz Crispy Cauliflower Florets (350g)
• Heinz Crispy Mixed Vegetables (350g)
"The launch marks an exciting step for Heinz in the frozen category and the first launch into frozen snacking, specifically. We are interested to hear what shoppers think about the range," Kent said. The Heinz Frozen Vegetarian Snacks range is now available nationwide in Australia at Woolworths and independent grocers.
Question
1. Kraft Heinz is currently adopting Societal Marketing Concept as their business philosophy. Justify the elements that Kraft Heinz needs to emphasis in order to gain sustainable profit.
2. Kraft Heinz plans to export this new product to Malaysia. Based on Maslow Hierarchy of Needs, describe how will the company create "value" with this new product to fulfill target market's "Social Needs". (You may apply marketing mix tools in your description).
3. Which market targeting strategy is suitable to market this product in Malaysia? Explain your decision.
4. Based on elements of bases of segmentation, describe the target market of this new product among Malaysian population.
5. Describe the FIVE (5) external factors that will influence consumer in making decision to purchase snack food product.
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