Price Segmentation Analysis of Australian Margarine Market PPT

This PPT slide, part of the 148-slide Strategic Review Approach PowerPoint presentation, presents a detailed analysis of the price positioning of margarine products in the Australian retail market as of 1999. It categorizes the margarine offerings into distinct segments based on their price and the range of benefit claims. The x-axis indicates the retail price per 500 grams, while the y-axis displays the range of benefit claims, suggesting a correlation between price and perceived value.

The chart highlights 4 primary segments: Health, Premium, Value, and Generic. Each segment is represented by a bubble, with the size of the bubble reflecting the market share of that category. The Health segment, accounting for 10.8% of the market, has a higher average price of $2.38, indicating that consumers are willing to pay more for health-oriented products. The Premium segment, which captures 47.6% of the market, has an average price of $2.30, suggesting a strong demand for higher-quality margarine.

Value and Generic segments show lower price points, with Value at $1.30 and Generic at $1.27, representing 22.0% and 19.6% of the market, respectively. This indicates a significant portion of consumers prioritizing cost over premium features. The chart also notes various brands within each segment, providing insight into brand positioning and competition.

Overall, the slide effectively illustrates the price dynamics and market segmentation within the margarine category, offering valuable insights for stakeholders looking to understand pricing strategies and consumer preferences in the Australian market. The data can inform strategic decisions regarding product development, marketing, and pricing adjustments.

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