Transcript Skippy Peanut Butter in Australia

Skippy Peanut Butter in
Australia
Ben Haines
Lauren Helton
Deangelo Griggs
Jordan Weidner
Australia
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Total Population –
19,913,144
20.1% is 0 – 14
years of age
67.2% is 15 – 64
years of age
12.8% is 65+
years of age
Direct Competition
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Kraft Peanut Butter
 70 years in
Australia
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Sanitarium Peanut
Butter
 Began production
100 years ago
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Dick Smith Foods
Peanut Butter
 “As Australian As
You Can Get”
Indirect Competition
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Vegemite
• 30 jars are sold in Australia for every
one exported
• Vegemite is in nine out of ten pantries in
Australia
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Nutella
• Chocolate and Hazelnut spread
Price
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$1 U.S. Dollar is equal to $1.3 Australian
Dollar
Prices for peanut butter range from $1.79 to
$3.22 for a 375 gram jar
Product
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Texture and color can remain
standardized from American markets
Peanut butter is offered in no added
salt and no added sugar varieties.
Offered as smooth and crunchy
varieties
Offered as original formula as well
Packaging
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Australia uses the metric system so
packages will be in grams, not
ounces.
Plastic jars are standard
375 grams is a standard size jar,
which is approximately 13.2 ounces
Also offered in 200 and 500 gram
jars
American jars come in 18 ounces for
a medium size jar
Labeling
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Legally required to have country of
origin on label.
Legally required to have name and
address of a person responsible for
the information on the label
Legally required to have nutritional
information and on label
Labeling (Continued)
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Ingredients must be listed in
descending order by ingoing weight
Must have storage and usage
information
Packaged foods must be date
marked with an expiration or “best
before” date
Production
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90% of all Peanuts grown in Australia
come from the Queensland Region
Production
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Types of peanuts
grown in Australia
• Virginia
• Runner
• Spanish
• Hi Oleic
Genetically altered
peanuts
Production
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Peanut Company of Australia sells
shelled and processed peanuts to
manufacturers of peanut butter
Paradise Foods makes the peanut
butter for Dick Smith foods, a major
Australian producer
Barton Addison & Sons PTYL Ltd.
produce peanut butter
Kraft Foods Intl. produces their own
brand
Transportation
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Unilever has established distribution
channels throughout Australia
already
• Have manufacturing centers for other
products in Sydney, Eppin, Melbourne,
and Tatura
• Unilever ships primarily by road in
Australia
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314,090 km of paved road
• 18,619km of that are expressways
Australian Highways
Transportation by Train
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Rail Gauges are not standardized
across the country so not always
efficient
FreightCorp
National Rail
Australian Railroad Group is
Australia’s largest private railroad
company
• Tracks totaling over 10,795 kilometers
Retailers
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75% of sales in supermarkets come
from Woolworths and Coles Myer
36,000 food retailers country wide
Major food retailers in Australia
• Woolworths
• Coles Myer
• Foodland Associated Limited
Promotion
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English language and western style
culture
This means that promotional material
will have to change very little
Ads can be standardized without fear
of misunderstanding
69% of total population lives in the 5
largest cities in Australia
Population Distribution
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Sidney
• 4,085,600
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Melbourne
• 3,466,000
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Brisbane
• 1,626,900
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Adelaide
• 1,096,100
Media Availability
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Television – 104 stations
Radio – 345 FM stations and 262 AM
stations
Internet – 2,847,763 hosts and
9.472 million users
Internet advertising spending is
growing at 450%