Premium Essay

Toby

In:

Submitted By fredwong
Words 27721
Pages 111
Strategic Marketing Plan
Q2 2004 – Q4 2007
Page 1 of 89

DECLARATION
We hereby certify that this assignment contains no material which has been accepted for the award of any other degree or diploma in any university or equivalent institution, and that to the best of our knowledge and belief, contains no material previously published or written by another person except where due reference is made in the text of this assignment.

Viraj Perera

Sara Russell

Ingrid Szikla

ID: 18877095

ID: 18481183

ID: 13034715

Page 2 of 89

EXECUTIVE SUMMARY
This strategic marketing plan specifically addresses Uncle Tobys Ready to Eat (RTE) Breakfast Cereal products in Australia over the time period starting from the second quarter of 2004 and ending fiscal year 2007 (1/10/2004 – 30/6/2008). This plan takes into account and builds on new marketing strategies for Uncle Tobys resulting from the take-over by Burns Philp in the USA.
Uncle Tobys is a leading brand of Goodman Fielder, which is a division of Burns Philp Company Ltd. Until 2002, Uncle Tobys had the second greatest share of the RTE market by value with 20.3% in 2001, but has since slipped to third place at 15.9% in 2003 and is now behind Sanitarium (17.2%) and Kellogg’s
(55.4%). Contributing factors were issues such as high debt and lack of effective IMC strategy. However, it is anticipated that efficiency gains from the new organisational structure will come into fruition during 2004-05, and Burns Philp’s renewed support to build up leading brands such as Uncle Tobys will provide the frame work and support for achieving revenue growth.
Uncle Tobys corporate objectives for the next three years in the RTE cereal market is to increase revenue by 2 - 5% per annum on average, and have a net profit growth of 6% per annum on average. However, these objectives cannot be met using strategies

Similar Documents

Premium Essay

Toby Keith

...Patriotism and Toby Keith Ever since 2001, America has gone though many different moods. The mood of the society is often portrayed through music. It is hard to believe that music can have such a large impact on society, but I think society has impacted music. Tragedies and victories throughout history have impacted musical artists and how they express themselves. This is because artists use their voice to express their feelings. People most often accept the music because they feel the same way but do not know how to express their true emotions. Music provides a distraction from these feelings if the artists can capture the current feeling of society into a song. The few artists who are able to do this are among the most popular in history. One artist that represents the emotion of America after the tragedy of the suicidal bombing of the twin towers on September 11, 2001 is country singer Toby Keith. On September 11, 2001, the unexpected occurred when the two world trade centers, now American symbols of hope, faith, and commitment, were destroyed by terrorist bombs. Commitment to your country. Commitment to patriotism. As history is bound to repeat itself, it was time for a new musical artist to capture the hearts of the American people and provide a distraction from reality and a sense of hope for society to believe in. One of the few artists that emerged from the rebel of war was Toby Keith. Although communication researchers predicted that hit songs immediately following...

Words: 1079 - Pages: 5

Premium Essay

Film Review: Jane Eyre

...Film Review: Jane Eyre Review by: L. E. J. Target audience: 16+ Medium: Magazine Starring: Ruth Wilson, Toby Stephens, Lorraine Ashbourne. Run time: 202 min 1 Introduction Inspired by the 1847 novel written by Charlotte Bronte, director Susanna White created this interesting adaptation in the form of a four-episode miniseries simply called “Jane Eyre”, released in 2006, starring actors Ruth Wilson, Toby Stephens and Lorraine Ashbourne. 2 The story The story of Jane Eyre is one of hardship, jealousy and contempt, but also one of love, forgiveness, happiness and much, much more. Throughout the roughly three-and-a-half-hour plot we witness a woman’s journey from being an unwanted child left at an orphanage at an early age, into developing a far more interesting life than most would have expected. Jane Eyre never knew her parents. She spent her early years with her aunt and two cousins, all of whom despised and resented her. Little Jane is an intelligent child, but her stubbornness only adds to her aunts hatred of her. Her aunt is convinced that the child is “possessed by Satan”. Still a child, Jane is kicked out of her Aunts home and has to live in an orphanage for girls. The rule there is strict, and she is quite eager to get out, which she finally does eight years later when she is employed as a governess to the ward of a wealthy man named Edward Fairfax Rochester. It is here in Sir Rochester’s castle most of the plot plays out. For the first time in the...

Words: 1023 - Pages: 5

Free Essay

Culture Event

...Cultural Event HUM 111 18 Mar 2013 The theater is an integral part of human life not only because it is one of the traditional forms of art, but also because the theater shows what is hidden within the human soul. Last week I attended a short play “Hughie” by the famous playwright Eugene O'Neill staged by the Shakespeare Theatre Company. The main role was played by an American actor Richard Schiff, known above all for playing Toby Ziegler in the film “The West Wing.” I must admit I did not expect much of the two-character play. It was written by O'Neill in 1942, so I thought that the realism of the era will be irretrievably lost. Besides, due to its small scale I did not expect anything profound to be found in it. However, O'Neill's play turned out to be much deeper than it may have seemed at first glance. It is built almost in the form of a monologue, and the first phrases fully involve the audience in a stream of thoughts of the main character. This play has given me an understanding of how the human personalities are different in many ways and that they can be fully disclosed probably just through a prism of a personal tragedy of immense proportions. In “Hughie”, O'Neill's philosophy of the tragedy appears which is close to the existentialism as it is related to the problem of individuality and freedom of the individual. The tragedy is within the destiny of individuals who do not wish to adhere to the standard rules and question...

Words: 626 - Pages: 3

Premium Essay

Octobre Monologue Analysis

...To my dearest family who have waited so patiently for my response, Mère! I have missed you so. And you, too, papa. I desperately miss Susu; I wish I had brought that little furry bundle of joy along with me, but alas, she always was a trouble-making pup. I have much to tell you about this strange world - yes, world, as it seems so alien and different that it is best described as a whole other world! Octobre is such an odd month here. As soon as the first of the month arrives, there are so many ghostly figures upon clothes and even upon pastries. Now it is le 31 Octobre. The costumes! It is only six in the evening yet I have already seen three little girls with fake fabric wings strapped to their backs. Oh, and a princess with her knightly brother. Back home in Lyon, there were only vampires and Grim Reapers dotting the streets. I do not understand why they have such ghastly images of the living dead (what they call "zombies") that are still rotting on bags and shirts when some children will dress like something out of a fairytale! Then, there is this rhyme of sorts that I have been hearing: trick or treat, smell my feet! How rude, no? It gets worse, mama! "If you don't, I don't care, I'll pull down my underwear" is the finishing sentence. Thankfully, they do not pull down their undergarments. Ah, forgive me, I must answer the door. The bell has been rung and I must appease these little demons and mummies and witches and werewolves with a treat. I have returned. There was a...

Words: 408 - Pages: 2

Free Essay

A Doll's House

...1. To what country did Tovarld need to travel for his health? Torvarld traveled down south to Itlaly for a whole year because of his health. 2. From whom did Nora borrow money? Nora borrowed money from Nils Krogsted. 3. What does the black cross on Dr. Ranks’s calling card signify? The black cross on Dr. Rank’s calling card signifies that he is dying. 4. How many children do Torvald and Nora have? The Helmers have three children, Ivar, Bob, and Emmy. 5. List at least three nicknames that Torvald uses for Nora. Torvald calls Nora his little skylark, his little spendthrift, and his little squirrel as nicknames. 6. Whom did Mrs. Linde abandon for a richer man? Mrs. Linde abandoned Krogsted for a richer man. 7. Whom did Mrs. Linde work many years to support? Mrs. Linde worked many years to support her helpless mother and two little brothers. 8. How did Dr. Rank get his disease? Dr. Rank has consumption of the spine from his father who committed excesses that made him sick from his childhood. 9. Who helped raise Nora? Anne, the nurse helped raise Nora. 10. What does Nora eat against Torvald’s wishes? Nora eats macaroons against Torvald’s wishes, he is afraid that they will spoil her teeth. 11. Where is the play set? The play is set in the Helmers apartment. 12. Whose signature did Nora forge? Nora forged her father’s signature on the bond from Krogted in which she borrowed money to go to Italy for Torvald’s health. 13. What is Mrs. Linde’s first name? Mrs....

Words: 406 - Pages: 2

Premium Essay

Toby Turner Research Paper

...Toby Turner first joined YouTube on May 14, 2006, when he created a channel under the name of "Tobuscus".[1] The first video that remains on the channel is a sketch based on the 2006 film Click entitled "What I'd do with the Remote from Click".[7] One of Turner's most popular early videos is "Don't Tase Me, Bro!", a remixed recording of the University of Florida Taser incident in which his classmate Andrew Meyer was stunned with a taser gun by a police officer.[8] Interviewed about the video by MTV, Turner explained that, after watching the clip, "as soon as [he] heard [Andrew] yelling, [he] knew it would fit in a hip-hop song", and that he "wanted to give [Andrew] the profits" from sales of related merchandise.[8] The "Tobuscus" channel has since continued to focus on comedic skits and animated sketches. Turner's "Literal Trailers" series is one of his most popular, earning him mainstream recognition from CBS News, who described his rendition of the Dead Island trailer as "amazing" and "hilarious",[9] and Wired, who praised the Iron Man 3 video.[10]...

Words: 370 - Pages: 2

Free Essay

Tickits by Paul

...doing. Example from the text: “Toby Heckler placed the slip of yellow paper under the windshield wiper of the black Oldsmobile that straddled two parking spaces.” We get a point of view from the narrator, where we get to know what Toby is doing, from the narrator’s perspective. The direct information we get about the characters from the narrator: “Near the First National Bank two elderly ladies waited for the bus. They stood in the middle of the sidewalk away from the curb. Toby pulled out his pad, slipped the pen off his ear, held the cap with his teeth. He printed slowly, meticulously, then handed one of the ladies the slip, “TO MUSH IN WAY” signed “TOBY.” He secured his instruments, walked along as before. The two ladies examined the slip of paper, moved closer to the curb.” The way the narrator describes the way Toby contacted the ladies without saying a word with his mouth, it tells us that Toby is probably handicap. The indirect information we get from the narrator’s description of setting, Toby’s notes and from dialogue: “On the yellow paper Toby had printed in red ink “PRAKING MISTEAK” and signed his name “TOBY” in a childish-looking hand.” “How’s it going, Toby?” McVee said. Toby pulled out his pad, showed it to McVee. “Lots of business, eh, Toby?” Toby put his pad back, nodded. His eyes rolled, looked tortured. “Yes, Toby, it’s a bitch,” McVee said. Toby looked at McVee’s shoes. Except for a single smudge, they were shiny, black. Toby bent down, rubbed off the smudge...

Words: 373 - Pages: 2

Premium Essay

Paul Milenski - Tickits

...Tickits by Paul Milenski “Then, before he put the box away, he wrote one more slip in his largest letters: “ERVYTHING WORNG!” (p. 2. l. 35-36)” This quote is a central symbol of the theme. Toby is handicapped. I believe he is suffering from arrested development. Tickets are frequently given by the police or other higher authorities to an individual, who breaks the law. Tickets are generally given, when people break the Road Traffic Act or something like that. This is the way a lot of people would describe getting a ticket. But this description does not fit the way Toby writes his tickets. Toby gives tickets to random people, who he believes are breaking the rules of a well-being society. It might seem very peculiar, that Toby writes tickets for small incidents. He gives two ladies a ticket for standing in the middle of the pavement. But there is a reason why, and the quote proves this point of view – everything in Tobys life is wrong. In order to rectify things in his mind Toby writes tickets to get a healthy society. Given tickets is something in his life, which he can control. A central theme is therefore, how Toby tries to get everything around him to be right. The text “TICKITS” was written in 1978. The writer is Paul Milenski. The text is about a young chap, his name is Toby Heckler. The story deals with a serious subject regarding human relationships and the lack of order in a Toby’s life. The narrative technique is a third person narrative. The third person narrative...

Words: 1297 - Pages: 6

Premium Essay

Reading Slills

...A Stranger in the Mirror By: Sidney Sheldon Category: Fiction Suspense Synopsis: Toby Temple is a superstar, the world's funniest man. He gets any woman that he wants, but under the superstar image is a lonely man. Jill Castle is a sensuous starlet. She has a dark and mysterious past and has an ambition even greater than Toby's. Together they rule Hollywood. Last printing: 05/21/02 `;/91' ISBN: 0-2366-102-9772-1 Sidney Sheldon has had a most remarkable career. The New York Times acclaimed his novel. The Naked Face, as ' the best first mystery novel of the year '. At the age of twenty-four Mr Sheldon had three hit musicals playing simultaneously on Broadway. A theatrical motion picture, and television producer-writer-director, Mr Sheldon has been awarded an Oscar for his original screenplay of The Bachelor and the Bobby Soxer, Screen Writers Guild Awards for Annie Get Tour Gun and Easter Parade and a Tony for Broadway show Redhead. He lives in Los Angeles with his wife, actress Jorja Curtright, and their daughter Mary. Books by Sidney Shelton A STRANGER W THE MIRROR THB OTHBK SIDE OF MIDNIGHT THH NAKED FACE A STRANGER IN THE MIRROR by Sidney Sheldon First published 1976 by Hodder and Stoughton Ltd © Sidney Sheldon 1976 First Indian edition published 1976 by the macmillan company of india ltd under arrangement with Pan Books Ltd, Cavaye Place, London SW10 9PG Reprinted 1981 This book is sold subject to the condition that it shall not, by way of trade or otherwise, be lent...

Words: 36901 - Pages: 148

Free Essay

Essay

...William Pratt This Boy’s Life Essay September 19, 2013 Pledge:_________________ ESSAY Family is one thing everyone needs to lead each other in the right direction and to support one another. Without the proper family role model one might begin to start doing morally and physically wrong things to themselves, those around them, and other objects. These wrong decisions can ruin ones life. In the memoir This Boy’s Life the lesson of how important family is shown again and again. The family role model in this memoir is that of a poor one and is repeated. Toby’s lack of a family relationship starts with his mother. As a child she was part of a wealthy family and di not have to work for anything, “Her father, Daddy as she called him, had been a navy officer and a paper millionaire.” (Wolff 5). Her one goal in life is to live the way she did before the crash. “The first duty in life is to assume a pose. What the second is, no one has yet discovered” (Wilde 1). Because Wolf uses his imagination to assume poses and to escape from the childhood circumstances that were presented to him he uses this quote at the beginning to introduce the reader into the story of what was soon to become. However, throughout the book Wolff never surrendered his belief in himself, he had hopes and admiration. As a coping mechanism to escape the domestic violence, alcohol abuse, criminal activity, and emotional neglect; Wolff chooses to reinvent himself, a theme posed through out the book...

Words: 735 - Pages: 3

Premium Essay

Carol Riftka Brunt's Tell The Wolves I M Home

...Finn was a vital part of June’s reality, but Finn’s time with June is cut short when he dies of AIDS. Danni, June’s mother, whom is jealous of Toby, falsely accuses Toby of purposely killing Finn. When given the ultimatum of either keeping his boyfriend or his sister as a part of his life, Finn compromised for being able to see his niece's but not allowing them to know of Toby’s existence. His choice causes a strain on his relationship not only with his jealous, overbearing sister, but also his boyfriend whom has to hide for days on end when his beloved’s family comes to visit. “Finn hid his secret boyfriend in the basement? I might have felt sorry for Toby if the place wasn’t so beautiful. If it wasn’t so completely obvious that a person would only make someplace like this for someone they really loved. I thought of all the times I’d been upstairs in the apartment, and now those memories were getting mixed up with the picture of Toby skulking around down here. Right underneath me all the time. . . . Then I realized that this was my mother’s fault. There wouldn’t be any underground annex if it wasn’t for her. I would have known Finn and...

Words: 829 - Pages: 4

Free Essay

Missing

...brother Toby. Toby went to the mall with Toby. There were many people, so Kevin took Toby’s hand. They looked after the milk, and finally they founded the milk. Kevin took the milk, and walked up to the cash register, so they can pay for the milk. When he had paid for the milk, he walked out of the mall without Toby, he forgot him. He walked away, and had forgotten that he has forgotten his little brother. He was almost home, but when he was with the door, he turned around, and saw that Toby was gone. Kevin was in shock. He turned quickly around and went over to the mall. He looked around in the mall and he asked many people if they had seen him. But there were nobody there had seen him. Kevin asked an old man if he will help him with find her little brother, and the old man said yes. They looked after Toby in over 1 hour, and did not find him. Toby was just a little boy, and was afraid. Kevin was afraid, he thought that Toby was injured or something like that. Toby went in the candy shop, and there was Toby, he was sitting on a chair with a lollipop in his mouth. It was an employee there had taken care of him. Kevin ran over to Toby and gave him a big hug. Kevin was so happy, finally he found him. Kevin took Toby’s hand and said that he never will let him go. Kevin said to Toby that he not must tell what happened to his mom, because Kevin know that she will be very angry. And if he will listen to what Kevin said, so will Kevin buy some candy and coke to him. Toby said that...

Words: 368 - Pages: 2

Premium Essay

Skills of Business

...A Stranger in the Mirror By: Sidney Sheldon Category: Fiction Suspense Synopsis: Toby Temple is a superstar, the world's funniest man. He gets any woman that he wants, but under the superstar image is a lonely man. Jill Castle is a sensuous starlet. She has a dark and mysterious past and has an ambition even greater than Toby's. Together they rule Hollywood. Last printing: 05/21/02 `;/91' ISBN: 0-2366-102-9772-1 Sidney Sheldon has had a most remarkable career. The New York Times acclaimed his novel. The Naked Face, as ' the best first mystery novel of the year '. At the age of twenty-four Mr Sheldon had three hit musicals playing simultaneously on Broadway. A theatrical motion picture, and television producer-writer-director, Mr Sheldon has been awarded an Oscar for his original screenplay of The Bachelor and the Bobby Soxer, Screen Writers Guild Awards for Annie Get Tour Gun and Easter Parade and a Tony for Broadway show Redhead. He lives in Los Angeles with his wife, actress Jorja Curtright, and their daughter Mary. Books by Sidney Shelton A STRANGER W THE MIRROR THB OTHBK SIDE OF MIDNIGHT THH NAKED FACE A STRANGER IN THE MIRROR by Sidney Sheldon First published 1976 by Hodder and Stoughton Ltd © Sidney Sheldon 1976 First Indian edition published 1976 by the macmillan company of india ltd under arrangement with Pan Books Ltd, Cavaye Place, London SW10 9PG Reprinted 1981 This book is sold subject to the condition that it shall not, by way of trade or otherwise, be lent...

Words: 36901 - Pages: 148

Free Essay

Kusse

...Text analysis of "Tickits" by Paul Milenski 1 . Composition: a) Divide the story into 4 sections and give each section a headline. b) The opening sentence: What do we at first think Toby is? c) The ending: Is there a twist in the tale? A surprise at the end? d) Explain the title. 2. Setting: What sort of place does the story take place in? Country? What sort of family? What about the time of the story - old, modern? Time of day? 3. The main character: What sort of person is Toby? What is wrong with him? What does he like and dislike? Whom does he look up to? What sort of things matter to him - and why do they matter so much to him? Relationships: Describe Toby's mother. What is your impression of Toby's relationship to her? Why do you think Toby keeps his mother's "tickits" rather than giving them to her? Patrolman McVee: What seems to be McVee's attitude to Toby? Would he agree with Toby's mother that he's "a goddamn nut"? 4. Point of view and narrator: a) What is the point of view (synsvinkel) ofthe story? Note here that the sentence structure is fairly simple: mostly short main clauses (hovedsætninger) without any subordinate clauses (ledsætninger). b) Is the narrator omniscient, or do es he have restricted knowledge of the characters? 5. Theme, aim: a) What would you say is the theme of this short short story?? b) What might the author want to show us, what is his point? 6. Putting the text into perspective, seeing the text in...

Words: 594 - Pages: 3

Free Essay

Jobs

...companion, Toby, has been my greatest influence. Toby, a vivacious miniature schnauzer, is at a well-ripened age of eleven. He is not the same dog he was when he was younger. He sleeps about 18 hours a day and it is impractical to take a nap on the couch with him, because his snoring is loud enough to be fooled with the reverberation of my dad after a long day of golf. However, just before 5 o’clock in the afternoon, only the gray hairs scattering Toby’s black coat give away his old age. It is around this time every day that Toby begins his racket of letting you know that it is getting “close” to his dinnertime of 6 o’clock. Toby’s daily reminders guide me to take a stand against the common adolescent breakfast fast. They are also a source of accountability in my quest to keep a positive outlook on all things that I encounter in my life. While Toby may be an ordinary dog, he and I share something that I have never had with another human. Toby and I communicate better than any two humans do. To a third party, it seems as though I am carrying on a conversation with a non-responsive dog therefore essentially speaking back and forth to myself. However, I assure you that Toby responds back in his own way. What makes our communication so superior is Toby’s masterful ability to express himself non-verbally. This allows me to open up to him and not have to worry about him responding with insensitive or uninsightful utterances. I have learned through Toby that when a...

Words: 484 - Pages: 2