Arnott's Biscuits case study: 140 years of change and innovation to maintain market leadership

Arnott's Biscuits case study: 140 years of change and innovation to maintain market leadership

Introduction

This report on Arnott's Biscuits forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the company has survived by continually adapting to changing consumer needs throughout its 140 year history.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify specific areas for operational improvements

*Capitalize on the knowledge of experienced companies when entering a new niche or market

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
Arnott's has continually adapted to improve is market position 2
Rivals have sought to question Arnott's claims to be genuinely Australian 3
The Australian biscuit market is sizeable and offers an expansion platform into Asia Pacific 3
Since 2000, acquisitions and accelerated changes have characterized the Australian biscuit market 4
Arnott's has extensively moved into overseas markets 5
Arnott's seeks to expand beyond its neighboring Asia Pacific markets 7
Arnott's has also sought to expand beyond sweet biscuits with mixed results 7
Arnott's has also sought to move into healthier products (if not without setbacks) 8
Arnott's innovation has also brought about co-branded and premium products 9
Conclusions 10
APPENDIX 11
Case study series 11
Methodology 11
Secondary sources 11
Further reading 12
Ask the analyst 12
Datamonitor consulting 12
Disclaimer 12
List of Tables
Table 1: Biscuit market value (US$ m) Australia, New Zealand and Asia Pacific,* 2002-2007 4
Table 2: Per capita biscuit market value (US$ m) Australia, New Zealand and Asia Pacific,* 2002-2007 4
List of Figures
Figure 1: Launches of Arnott's products by SKU and Country, Asia Pacific, 2002-2007 6
Figure 2: Arnott's product portfolio is spreading around Asia Pacific 6
Figure 3: Arnott's has possibly learnt from other companies' past marketing mistakes in China 7
Figure 4: Making potentially healthier snacks can be difficult 8
Figure 5: Arnott's iconic brands have mutually benefited other brands 9
Figure 6: Arnott's has embraced premiumization 9