MARKETINGPLAN

Repositioning Vegemite in the Australian Market as Australian owned and operated

Prepared by:

22nd February 2018

TACTICAL MARKETING SPECIALISTS

DEBORAH IEVERSPGrad MSc (Marketing) AsBBus (Business)

Tel: (08) 9206 5773Mobile: 0401 003 631Email: marketing@redivy.com.au

www.redivy.com.au

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EXECUTIVE SUMMARY

“Vegemite is home again!”

In Australia, being able to support Australian business and products is important to the majority of consumers, we know this by reactions of the general public when a new overseas company opens it’s doors in Australia, especially in the fast moving consumer goods and mining industries. As a result of this patriotic ‘need’ by consumers to buy Australian, the objective of this marketing plan is to engage consumers, making them feel they, as Australians, are part of the Vegemite iconic Aussie brand and not just consumers purchasing a product.

Vegemite being owned by an American company may not have affected the brand’s market share, in which it is still the leader, however consumer trust and confidence in the brand has been affected. In order to re-establish Vegemite as an Australian Owned product, thereby re-establishing trust and confidence in the brand, it is necessary that Vegemite is once again showcased as Australian Owned and that this message is brought to the consumers attention with a suitable, strong campaign.

Vegemite is a “heritage” product with a history of over 90 years popular with consumers aged over 35 years. Bega now faces the challenge of revitalising the product in order to increase their target market to include generation Y, who prefer a sweeter nut based spread over a yeast based spread (Jager 2016).

This marketing plan is about redefining the brand as iconically Australian owned by directly interacting with consumers to build a recipe base where Vegemite is the main ingredient, culminating in the release of “The Great Australian Vegemite Cookbook” in time for Australia Day 2020. This in turn will increase sales by once again appealing to consumers who purchase a different brand in support of Australian owned products. The campaign will promote the catch phrases “Happy little Vegemite” and “You can’t get more Aussie than cooking with Vegemite” in order to showcase the fact that Vegemite is once again owned by an Australian company.

This marketing plan will outline a strategic integrated strategy that will promote product differentiation and increase brand loyalty in a competitive market place where similar Australian owned products are readily available and which will help Bega meet the short term Vegemite marketing objectives of increasing customer loyalty in the Australian millennial market by 5% within twelve months. This plan also aims to increase product sales by 5% by the end of 2019.

The primary target market during this campaign is Australian millennial and adult market segment aged between 18 - 50 while touching on the late Baby Boomer segment aged between 50 - 60. This primary target market uses sandwich spreads on either school sandwiches or toast on a daily basis and are very aware of Australian brand consumer loyalty. Consumers are also aware of the nutritional value that is recognised by the medical profession for growing kids through to and including pregnancy.

The campaign will be run over a period of 12 months, being launched on Australia day 2019, with the cookbook being released 12 months later in time for Australia Day 2020. At the end of this period, results will be analysed and decisions made as to where additional international markets can be accessed, initially targeting Australians living abroad.

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Product sales and Australian icon loyalty will be monitored throughout the duration of the campaign to evaluate effectiveness. Advertising, surveys and post-testing of Vegemite recipe / cookbook ownership as Australian heritage will be used to gauge success of the campaign as well as identify future opportunities internationally.

Evaluation methods are built into the Marketing Plan at regular intervals, with favourable outcomes set to determine the success of the different stages of the campaign. The evaluation plan measures the success of the Opportunity Analysis goals and marketing plan objectives. Key members of the Sales and Marketing teams are responsible for measuring and reporting on the success of the marketing plan.

If implemented correctly this campaign will deepen brand loyalty as an Australian heritage and give millenials and Generation Y a sense of pride for the great Australian icon that the older generation presently has while achieving the goals set in the Opportunity Analysis.

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Executive Summary ............................................................................................................................................2

Table of Contents ...............................................................................................................................................4

1 Target Market...................................................................................................................................................5

1.1 Selection of Target Market ....................................................................................................................5

Table 1 - Target Market Characteristics .......................................................................................................5

2 Positioning .......................................................................................................................................................6

2.1 Positioning Strategy ...............................................................................................................................6

Figure 1 - Proposed Great Australian Vegemite Cookbook .........................................................................6

2.2 Positioning Map .....................................................................................................................................7

Figure 2 - Spreads in Australia Positioning Map (Based on 290g jars)........................................................7

3 Product ............................................................................................................................................................7

Table 2 - Defining the product attributes .....................................................................................................7

4 Price ...............................................................................................................................................................8

4.1 Internal Price Factors .............................................................................................................................8

4.2 External Price Factors ............................................................................................................................8

2.2 Pricing Conclusion .................................................................................................................................8

5 Promotion .......................................................................................................................................................8

Figure 3 - Proposed Competition Shelf Signage .........................................................................................8

Figure 3 - Proposed competition full page advert and entry form ...............................................................9

5.1 Advertising and Media ...........................................................................................................................9

Table 3 - Promotion Channels .....................................................................................................................9

Table 4 - Promotion Strategy .....................................................................................................................11

5.2 Sales Promotion ...................................................................................................................................11

5.3 Trade Promotion ..................................................................................................................................11

5.4 Customer Service and Support ...........................................................................................................12

5.5 Public Relations and Publicity .............................................................................................................12

6 Placement ....................................................................................................................................................12

Figure 5 - Distribution Model .....................................................................................................................12

7 Evaluation and Control .................................................................................................................................13

Table 5 - Evaluation of Objectives .............................................................................................................13

8 Implementation .............................................................................................................................................14

Table 6 - Implementation Schedule ...........................................................................................................14

9 Conclusion ...................................................................................................................................................16

10 Recommendations .....................................................................................................................................16

Table 7 - Future Recommendations ...........................................................................................................16

Reference List ..................................................................................................................................................17

TABLE OF CONTENTS

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1. TARGET MARKET 1.1 Selection of Target Market

For this marketing exercise Vegemite will adopt the mass marketing approach to it’s market segmentation focusing on the Australian adult and millenial market (Kiersz 2015) aged between 18 - 50 while touching on the late Baby Boomer segment aged between 50 - 60 in order to re-kindle the feeling of pride in purchasing an Australian made product and the phrase “happy little Vegemite” Trinca (2018).

The target market will focus on individuals that have an interest in healthy, home cooking. With healthy eating being more prevalent amongst parents with young families, there is an increase in consumers making their own food for their young children and turning their backs on pre-made processed food products, even in busy households. In recent years there has been a drop in sales of commercial baby and toddler food of 14% with more parents choosing to give their children home made foods. (Earle, 2017)

A survey commissioned by the e-grocer tied to New Year’s resolutions found 34 percent of families were planning to cook dinner at home more in 2017. Of those, Millennials were twice as likely as Boomers to make the resolution (49 percent to 24 percent). Millennials are said to have a preference for doing things themselves and are more adventurous in trying foods, indicating they’ll take to home cooking. (Ryan, 2017)

Market Segment Characteristics

Geographic Characteristics Australians living locally and abroad with families.

Demographic characteristics • Literate, creative consumers aged between with 18 – 60 with families.

• Generation X and Y touching on late Baby boomer and early generation Z segments. (Kiersz 2015)

Psychographic characteristics • Motivated by a patriotic sense of duty to purchase Australian products

• Health conscious with a preference for vitamin enriched produce over processed foods

• An interest in creating and preparing healthy home cooked meals with Australian ingredients

• A preference for home made meals rather than fast food

• Collectors of cookbooks and kitchen products

Behavioural characteristics • A feeling of pride when purchasing Australian products (Mccrindle 2013)

• Regular purchasers of spreads

• A requirement to provide healthy snacks and meals to young children and families

Table 1 – Target Market characteristics

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2.1 Positioning Strategy

After it’s sale to US company Mondolez in 2012 (Mohdin, 2017), Vegemite lost it’s market position as Australia’s leading yeast based spread as it was seen as no longer being iconically Australian. The positioning strategy for Vegemite will not be in the re-branding of the product itself, but rather in informing consumers that it is ‘back home’ by introducing the Great Australian Vegemite Cookbook and recipe competition.

When it comes to yeast based spreads, there are several brands on the market with a similar taste to Vegemite targeting the Australian market by associating their brand with ‘Australian Made’. To maintain Vegemite’s market position, Bega will need to adopt a differentiated positioning strategy. Vegemite will achieve this by engaging the target market in creating iconically Australian recipes using Vegemite as an ingredient. This will not only establish in consumers minds that Vegemite is once again Australian made but will also invoke a sense of patriotism and pride in using Australian made ingredients, such as Vegemite, in their everyday cooking.

In order to build on the current branding identity, this positioning strategy will be supplemented with two main facets :

• Revive the saying “happy little Vegemite”

• Introduce the idea of “You can’t get more Aussie than cooking with Vegemite”

By highlighting pride and heritage loyalty as well as the ability to include Vegemite into day to day recipes, Vegemite will maintain a differentiated position from competitors.

2. POSITIONING

Figure 1 – Proposed Great Australian Vegemite Cookbook

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2.2 Positioning Map

Vegemite already has high market share/loyalty (University of South Australia 2017) and is ideally positioned. The aim of this marketing exercise is to re-establish the Vegemite as Australian owned and made.

Figure 2 – Spreads in Australia positioning map (based on 290g jars)

The present iconic colour coding of a yellow label with a red diamond displaying “VEGEMITE” in a white font, on a dark brown container identifys the iconic brand which is unique in the marketplace and already differentiated from competitors. This branding element will be highlighted on the cover of the cookbook as well as throughout the inside pages and back cover. It will be complemented by an illustration of an Australian flag, visually highlighting the Australia owned message with a background of blue and orange ombre denoting the blue skies and red earth Australia is commonly associated with.

3. PRODUCT

Table 2 – Defining the product attributes

Current Product Attributes New Product Attributes Resulting Consumer Benefit

Pride in Australian products

PRICE (Low)

PRICE (High)

MAR

KET

SHAR

E (L

ow) M

ARKET SHARE (High)

Maintain Market Share

Out of print

Very limited availability

High retail price

Old fashioned

Old technology used in recipes

Complicated recipes

Perceived unhealthy recipes

Recipes created by author

Late 2020 release

Widely available

Low retail price

New modern look

Recipes use new technology

Easy recipes for the busy parent

Recipes more health conscious

Recipes created by consumers

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4.1 Internal price factors

As this marketing strategy is aimed at establishing the fact that Vegemite is once again Australian owned with consumers and no new Vegemite yeast product is being introduced, the price will be based on the production and promotion of the cookbook as well as the promotion of the competition and prizes involved. The competition requiring Vegemite to be an ingredient in all recipes submitted should increase sales of Vegemite by 5% over the 4 month period the competition is being run, especially in the millenial market where Nutella has become a recent competitor as a spread.

4.2 External price factors

External pricing factors of the cookbook will be determined by costs associated with development, printing and publishing. The discount of 10% on product purcgase offered during the 4 month period of the competition will also have an effect on pricing.

4.3 Pricing conclusion

Bega needs to price the cookbook competitively even though there are only two direct competitors which are both out of print, difficult to obtain and have a high retail price. There are however 100’s of indirect cookbook competitors available and if the RRP of the Vegemite cookbook is not set competitively consumers will be more hesitant to purchase the product above other cookbooks available.

In order to promote Vegemite’s return to Australian ownership, (McDonald 2017) a recipe competition will be held over 4 months culminating in the release of The Great Australian Vegemite Cookbook in January 2020. The release will be timed in conjunction with Australia Day promotions being held across the county, but without the risk of Vegemite being affected by the current political debate surrounding Australia Day, as neither the promotion nor the book directly refer to Australia Day but rather evoke a sense of patriotism.

The competition will promote the catch phrases “Happy little Vegemite” and “You can’t get more Aussie than cooking with Vegemite” in order to showcase the fact that Vegemite is once again owned by an Australian company.

The winning recipes that will feature in the cookbook will be announced on the Vegemite website, Social Media, as well as via text messages directly to the contributer. Winning recipes will be credited to the originator in the cookbook.

4. PRICE

5. PROMOTION

Figure 3 – Proposed Competition Shelf Signage

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Table 3 – Promotion Channels

The competition entry form with 150g jars of Vegemite will be displayed on a display stand at the head of the spreads aisle of supermarkets as well as a shelf advert on shelfs where Vegemite is stocked. Display stands will also be placed near supermarket checkout counters easily visible to consumers waiting in line at the till.

5.1 Advertising and Media

The printed media will be used in conjunction with radio, social media and online website to keep the public aware and up to date with competition progress / results as well as the release of the Vegemite cookbook availability at their favourite supermarkets.

Figure 4– Proposed competition full page advert and entry form

Promotion Details of promotion Objective

Free to Air TV commercials What: A 30 - 45 second advert showcasing the applications where Vegemite can be used as an ingredient when cooking, followed by a 10 second promo for the competition concluding with “What’s cooking in your kitchen?”

When: Commercials to be run at different times thoughout the duration of the campaign in order to reach as much of the target market as possible.

To promote the key messages of the promotion while visually inspiring consumers to engage with Vegemite by submitting their recipes.

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Promotion Details of promotion Objective

Radio Commercials What: A 15 - 20 second advert showcasing the competition concluding with “What’s cooking in your kitchen?”

When: Commercials will run at times that adults would be in their car on the way to work or doing the school run when our demographic is seen as a “captive audience”

Maintaining campaign awareness, informing target market and keeping brand awareness linked to the competition and cookbook.

Bus Shelter Advertising What: Simple commercial that links to media and print commercials, product packaging and brand awaremenss.

Maintaining campaign awareness, informing target market and keeping brand awareness linked to the competition and cookbook.

Point of Sale advertising What: Temporary display shelving in supermarkets near spread aisles and checkout counters containing competition entry formas and jars of Vegemite spread.

When: Display shelving to be visible in retail outlets for the 4 month duration of the competition.

To reinforce brand awareness, promote the Vegemite recipe competition, proposed cookbook and drive purchases.

Print Advertising What: Campaign advertising for recipe competition, cookbook and the benefits of using Vegemite, including:

- ease of creating sandwiches kids love- nutritious vitamin B- Australian owned- Halal and Kosher compliant

Inclusion of coupon in all print advertsing.

Reinforce brand and campaign awareness, benefits, ease of use and the “happy little Vegemites” and “There’s nothing more Aussie than cooking with Vegemite” slogans.

Social Media Campaigns What: Vegemite’s Facebook, Twitter and Instagram campaigns will promote “Happy little Vegemites” and “There’s nothing more Aussie than cooking with Vegemite”. The Vegemite Marketing Manager will allocate a resource to monitor and update these channels, and to ensure customer feedback is acknowledged and conflicts resolved to align with the campaign.

When: Campaigns will be live and monitored for the full 12 months of the campaign.

To further develop the brand’s iconic personality, in line with the positioning strategy and to be able to communicate one to one with customers and build relationships.

Online Advertising What: Simple commercial banners using the Ad Remarketing method (Barton, 2013) that link to media and print commercials, product packaging and brand awaremenss.

Where: On relevant websites that are frequesnted by the target market

To reinforce brand awareness, promote the Vegemite recipe competition, proposed cookbook and drive purchases.

Campaign Website What: A simple recipe competition website, www.greataustralianvegemitecookbook.com.au, will be commissioned which will be listed or referred to in all promtional campaigns and material.

When: The website will be live and monitored for the full 12 months of the campaign.

An easy to access competition entry point.

Exclusive e-commerce site to pre-order the cookbook at a special discounted price.

To reinforce brand awareness, promote the Vegemite recipe competition, proposed cookbook and drive purchases.

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Table 4 – Promotion Strategy

Media Channel

Janu

ary

2019

Febr

uary

201

9

Mar

ch 2

019

April

201

9

May

201

9

June

201

9

July

201

9

Augu

st 2

019

Sept

embe

r 201

9

Octo

ber 2

019

Nove

mbe

r 201

9

Dece

mbe

r 201

9

Janu

ary

2020

Print media (Competition Promo)

Print media(Cookbook Promo)

Radio

Television (Competition Promo)

Television(Cookbook Promo)

Social Media (Competition Launch Promo)

Social Media (Competition Promo)

Social Media(Cookbook Promo)

Website & Online Banners (Competition Launch Promo)

Website & Online Banners(Competition Promo)

Website & Online Banners (Cookbook Promo)

5.2 Sales Promotion

In order to promote product awareness, in conjunction with the recipe competition being available at check out counters, a tear-off discount coupon of 10% will be attached to the recipe entry form to encourage patrons to participate (for the duration of the competition).

When the cookbook is released, it will include a similar scanable product discount of 10%.

5.3 Trade promotion

The distribution channels with trade partners and supermarkets are already in place with agreed conditions. This promotion will require negotiation to put promotional stands containing recipe competition forms near check-out points, as well as shelf and aisle banners promoting Vegemite for the duration of the campaign.

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5.4 Customer and service support

Customer and service support will be directed to the existing Vegemite Customer Centre and will be handled via phone and email during business hours (Bega, 2016). The vegemite.com.au website will contain a prominent ‘contact us’ page link to facilitate customer contact. Customer Centre staff will receive regular briefings to ensure they are up to date with the latest campaign developments and implementation.

5.5 Public Relations and Publicity

Public Relations is a great way to build brand awareness by Vegemite brand and generate awareness and trust with the public (Greene, 2014). The advantage of a good PR strategy is that it is low cost and is seen as genuine information rather than marketing spin (Solomon, 2014).

6. PLACEMENT

Vegemite will employ a push distribution strategy (Solomon 2014) through the existing Bega supermarket channel partners as illustrated below (Figure 5). This will allow Vegemite exposure in the main retail environments associated with convenience. Utilising existing distribution channels will allow Bega to minimise distribution costs.

Figure 5 – Distribution Model

Retailer

BEGA Warehouse

Publishing Company

warehouse

BEGA Transportation

distributes direct to the

retailers

Retailers distribute

product directly to consumers

Consumers purchase product

Books

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7. EVALUATION AND CONTROL

To evaluate the success of this marketing plan in line with the stated marketing objectives, it is critical to monitor the effectiveness of the campaign in progress using three measures below which will be implemented during the second and fourth quarter.

Return on Investment (ROI) will be measured by reviewing sales results in Australia on a quarterly basis. Brand awareness and consideration will be reviewed the following year as perceptions take time to change.

Repeat business will be reviewed pre-launch followed by regular reviews in April 2019, July 2019, October 2019 and January 2020 to confirm if pricing, availability or promotion strategies need to be re-evaluated. The year-end report will include a final evaluation as to whether to roll out the product to new markets.

Metric Method of Measure

Timing Responsibility Outcome

Return on Investment (ROI)

Sales Monthly Reporting

Sales Manager Sales are expected to increase during the 4 months the competition is running and then maintain slow growth into 2020.

Brand Recognition and Consideration

Surveys

Number of recipes received

Quarterly

Competition closing date

Marketing Manager Favourable outcome = A positive brand image with a high level of consumer engagement. (Aim for a 5% increase in brand awareness to pre-promotion surveys)

Drive customer loyalty through repeat business

Surveys

Post promotion sales

Mid Campaign

End Campaign

Marketing Manger

Sales Manager

Favourable outcome = A consistent increase in repeat business with a 5% increase in Vegemite spread sales by 31st January 2020.

Table 5 – Evaluation of Objectives

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8. IMPLEMENTATIONThis campaign, with Vegemite being an Australian icon, will be launched Australia wide on 29th January 2019 as this coincides with Australia day. This campaign will run over a 12 month period with the initial recipe competition over the first 6 month period and the cook-book phase running over a further 6 months.

Table 6 – Implementation Schedule

PRE-

LAUN

CH

Janu

ary

2019

Febr

uary

201

9

Mar

ch 2

019

April

201

9

May

201

9

June

201

9

July

201

9

Augu

st 2

019

Sept

embe

r 201

9

Octo

ber 2

019

Nove

mbe

r 201

9

Dece

mbe

r 201

9

Janu

ary

2020

PRODUCT

Obtain quotes on 152pg soft cover cook book

Liaise with publisher to finalise cookbook design & development

Define Competition Terms & Conditions

Liaise with website content manager to create online entry form and database

Liaise with publisher to finalise Cookbook production

Collate and send submitted recipes to publisher for inclusion in Cookbook

PRICE

Define pricing structure with Finance Department

Define promotion costs

Negotiate Retail agreements

Advise retailers of pricing structure (RRP)

PROMOTION

Liaise with packaging company to produce display stands and shelving signage

Liaise with graphic designer to produce Competition Entry Forms

Develop Press release

Develop social media campaign calendar

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PRE-

LAUN

CH

Janu

ary

2019

Febr

uary

201

9

Mar

ch 2

019

April

201

9

May

201

9

June

201

9

July

201

9

Augu

st 2

019

Sept

embe

r 201

9

Octo

ber 2

019

Nove

mbe

r 201

9

Dece

mbe

r 201

9

Janu

ary

2020

PROMOTION (Cont)

Liaise with media company to produce radio and television campaigns

Liaise with graphic design company to develop print media campaign

Liaise with print media companies to finalise advertising bookings

Create Retailer promotion staff training document

Finalise and implement radio campaign

Finalise and implement television campaign

Finalise and implement print campaign

Finalise and implement Social Media campaign

Finalise and implement website campaign

Release Press Release to media

DISTRIBUTION

Distribute POS display stands, shelf signage, Competition Entry Forms and staff training document to Retail Outlets

Distribute Cookbook to retailers

EVALUATION

Create Brand Awareness survey

Review sales figures with Sales Manager

Release 6 month brand awareness survey

Release 9 month brand awareness survey

Collate and assess recipes for brand awareness

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In Australia, being able to support Australian business and products is important to the majority of consumers, we know this by reactions of the general public when a new overseas company opens it’s doors in Australia, especially in the fast moving consumer goods and mining industries.

Vegemite may not have lost much market share in not being Australian owned, however consumer trust and confidence in the brand has been affected. In order to re-establish Vegemite as an Australian Owned product, thereby re-establishing trust and confidence in the brand, it is necessary that Vegemite is once again Australian Owned be brought to the consumers attention with a suitable, strong campaign. This will not be achieved by introducing a new product, Vegemite already has the majority market share in yeast based spreads (University of South Australia, 2017), or by changing the packaging, which is already iconic in it’s own right. In order to achieve this Bega should hone in on the Australian aspect of the Vegemite brand, which will be achieved with this marketing strategy.

Following a successful campaign over the 12 month period, the following recommendations should be considered by Bega to ensure a continued growth of the Vegemite brand over the next 2 - 5 years.

9. CONCLUSION

10. RECOMMENDATIONS

Recommendation Reasoning

Introduce a Gluten Free option

The gluten-free industry is expected to be worth almost $100m in a few years, with more people cutting out wheat and other grains. (Baker, 2016).

Walk down the aisles of any supermarket, and the term “gluten free” jumps out everywhere, including Vegemite’s direct yeast based spread competitors, Mighty Mite and OzeMite.

In order for Vegemite to maintain it’s current market share position, the brand will need to adjust to include the requirements of consumers living a gluten free lifestyle due to preferences or necessity.

Introduce a ‘Vegemite Light” option

Even though Vegemite is enjoyed my many Australians, there is a segment of the market that prefers a milder flavour which is currently catered for by Promite, which has a slightly sweeter flavour, and Mighty Mite which has a less intense flavour.

In order to capture this additional market segment, the introduction of a less intensely flavoured product should be considered. This can be achieved by rebranding the current salt reduced option as Vegemite Light.

Table 7 – Future Recommendations

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REFERENCE LIST

• Baker, F (2016), Is going gluten free healthy? Retrieved from: http://www.bodyandsoul.com.au/nutrition/nutrition-tips/is-going-glutenfree-healthy/news-story/fcc6597af861f392bbb62d88844beddc

• Barton, D (2013) How do some banner ads follow me from site to site? Retrieved from: https://southernweb.com/2013/03/how-do-some-banner-ads-follow-me/

• Bega (2016) Customer service support, production report.

• Earle, L. (2017). Baby and Toddler: Nutritious recipes your baby or toddler will love. Commercial Foods, Chapter 6 para 1

• Cruz, S. (19 August 2016) Social media rational, generation Y. Your marketing strategy. Xortie

• Green, J. (1 April 2014) Goodwill and trust with the public. Public relations / Publicity. Forbes. Retrieved from : http://www.forbes.com/sites/chicceo/2014/04/01/how-to-use-pr-to-sell-your-products/#242246a66b57

• Healy K (2006) Has the FDA barred Vegemite. Black I the USA news.com.au

• Jager, C (2016) Nutella Versus Vegemite: Which Spread Is Australia’s Favourite? Retrieved from; https://www.lifehacker.com.au/2016/02/which-australians-age-group-consumes-the-most-nutella/

• Kiersz, A. (2015) How different age groups identify with generational labels. World Economic Forum. Retrieved from : https://www.weforum.org/agenda/2015/09/how-different-age-groups-identify-with-their-generational-labels/

• McCrindle blog. 2013. Aussie pride : what Australians love about their country. Mccrindle. Retrieved from :http://mccrindle.com.au/themccrindleblog/aussie_pride_what_australians_love_about_their_country

• McDonald, E (2017) Vegemite returns to Australia. Womans Weekly. Retrieved from : https://www.nowtolove.com.au/news/latest-news/vegemite-returns-to-australia-33359

• Mohdon, A (2017) Vegemite is finally Australian again. Retrieved from: https://qz.com/890777/vegemite-is-finally-australian-again/

• Nichols, M. (2006) Vegemite crackdown fear roils expats. Snopes. Retrieved from : http:// www.snopes.com/food/ warnings/vegemite.asp

• Ryan, T (2017). Will Millennials lead a resurgence in home cooking? Retrieved from: http://www.retailwire.com/discussion/will-millennials-lead-a-resurgence-in-home-cooking/

• Solomon, M. H. (2014). Genuine information rather than marketing spin. Public relations / Publicity . NSW: Prentice Hall.

• Solomon, M. R. (2014) Marketing : Real people real choices Marketing. 3rd edition (2014). Push distribution strategy pg 373 para 2

• Trinca, M. (2018) Director. Happy little Vegemites. Branding History. National Museum Australia. Retrieved from : https://nma.gov.au/exibitions/symbols_of_australia/vegemite.com.au

• University of South Australia (2017) Research Institute predicting Market share of copy cat brands. Retrieved from : http://unisa.edu.au/research/institute-for-choice/our-research/predicting-market-shares-of-copy-cat-brands/