The Australian Choice: The launch of Golden Circle Baby Food in Australia

This case tells of the launch of Golden Circle into the highly competitive baby food sector - a market where three major multinationals (Nestlé, Gerber and Nutricia) had tried and failed to compete with long-established market leader Heinz.

The Australian Choice

The launch of Golden Circle Baby Food in Australia

EXECUTIVE SUMMARY

Against tough competition, where three major multinationals (Nestle, Gerber and Nutricia) had tried and failed to compete with the long-established Heinz stranglehold, Golden Circle's launch into baby food has been an outstanding success.

Targets were smashed within the first 15 weeks of launch and within only 12 months, Golden Circle achieved a massive 36.4% share of the canned wet baby food market and 22.2% of the total market, far exceeding the pre-launch goal of 15%.

With a strong proposition, emotionally involving, informative and relevant advertising and...

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