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Skippy Peanut Butter in Australia. Ben Haines Lauren Helton Deangelo Griggs Jordan Weidner. Australia. 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. Kraft Peanut Butter 70 years in Australia

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skippy peanut butter in australia

Skippy Peanut Butter in Australia

Ben Haines

Lauren Helton

Deangelo Griggs

Jordan Weidner

australia
Australia
  • 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
Direct Competition
  • Kraft Peanut Butter
    • 70 years in Australia
  • Sanitarium Peanut Butter
    • Began production 100 years ago
  • Dick Smith Foods Peanut Butter
    • “As Australian As You Can Get”
indirect competition
Indirect Competition
  • Vegemite
    • 30 jars are sold in Australia for every one exported
    • Vegemite is in nine out of ten pantries in Australia
  • Nutella
    • Chocolate and Hazelnut spread
price
Price
  • $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
Product
  • 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
Packaging
  • 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
Labeling
  • 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
Labeling (Continued)
  • 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
Production
  • 90% of all Peanuts grown in Australia come from the Queensland Region
production11
Production
  • Types of peanuts grown in Australia
    • Virginia
    • Runner
    • Spanish
    • Hi Oleic

Genetically altered

peanuts

production12
Production
  • 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
Transportation
  • 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
  • 314,090 km of paved road
    • 18,619km of that are expressways
transportation by train
Transportation by Train
  • 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
Retailers
  • 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
Promotion
  • 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
Population Distribution
  • Sidney
    • 4,085,600
  • Melbourne
    • 3,466,000
  • Brisbane
    • 1,626,900
  • Adelaide
    • 1,096,100
media availability
Media Availability
  • 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%
ad