Marketing plan

SECTION 6: AUDIT ACTIVITIES

6.1. AUDIT

The annual research will be required in order to determine if yearly objectives have been reached. Designing a similar survey to that of G.A.L.A.N.O.S marketing or re-releasing the same survey at the end of each financial year will be able to identify if the awareness goals have been met.
Determining whether goals have been met regarding wastage will require accurate financial information. Monthly checks on wastage would be recommended so that any potential issues can be identified and resolved in a timely manner and ensure as minimal of product wastage as possible.

6.2. FURTHER RESEARCH

Interstate research would be advised in the future after the implementation of this plan. This focus of this plan is to concentrate on improving the profitability of Enzo’s at Home in Adelaide, South Australia. Only once the local market insecure should interstate be researched and evaluated. A survey could be released interstate in order to identify awareness levels in selected states as this information is relatively unknown at the present time.
Understanding awareness levels of competition versus awareness of Enzo’s at Home may be another area of research which should be undertaken. It would be especially valuable to know how the awareness levels of those competitors who advertise frequently. If there is much more awareness of advertised brands then that will show that Enzo’s at Home should potentially allocate funds to marketing sooner rather than later.

Each of these research activities could be done through the release of surveys. This way Enzo’s at Home could get approximate awareness levels without incurring a cost.

Reference List

Abs.gov.au, 4102.0- Social trends, Australia, March 2014, viewed on 1 October 2016,http://www.abs.gov.au/ausstats/abs@nsf/lookup/

Abs.gov.au. 8153.0 - Internet Activity, Australia, December 2015. viewed 11 September 2016,http://www.abs.gov.au/ausstats/abs@.nsf/mf/8153.0/].

Cia.gov. The World Factbook — Central Intelligence Agency, 2016, viewed on 27 September 2016,https://www.cia.gov/library/publications/the-world-factbook/geos/as.html

Enzo’s at Home, Home, 2016, viewed 15 August 2016,http://www.enzosathome.com.au.`

Enzo’s at Home, Our Story, Enzo’s at Home, 2016, viewed 15 August 2016,http://www.enzosathome.com.au/story/.

Enzo's Ristorante. (2016). Home - Enzo's Ristorante, 2016, viewed 15 August 2016, http://www.enzosristorante.com.au/./

Euromonitor. (2015). Ready Meals in Australia. Passport, Retrieved on August 13, 2016, fromhttp://www.portal.euromonitor.com.proxy.library.adelaide.edu.au/portal/analysis/tab.

Festival City Wines, Products, 2016, viewed on 27 September 2016,http://www.festivalcitywines.com.au/products/.

FindTheCompany, Enzo’s at Home, 2016, viewed 14 September 2016,http://listings.ftb-companies-au.com/l/102032607/Enzos-At-Home-Pty-Ltd-in-Flinders-Park-SA

Food South Australia, Meet Our Member: Cucina Cibo, 2016, viewed on 18 September,http://foodsouthaustralia.com.au/2013/09/meet-our-member-cucina-cibo/.

Food standards.gov.au. Standard 3.2.2- Food and safety practices and General requirements, 2016, viewed 14 September2016,http://www.foodstandards.gov.au/industry/safetystandards/safetypractices/pages/default.aspx

Foodstandard.gov.au. Standard 3.2.3- Food premises and equipment. viewed 14 September2016, https://www.foodstandards.gov.au/publications/documents/3_2_3.pdf

Foodstandards.gov.au. Standard 3.2.1 - Food safety programs: A guide to standard 3.2.1., viewed 14 September2016,http://www.foodstandards.gov.au/code/userguide/pages/foodsafetyprogramsag4567.aspx.

Foodstandards.gov.au.Standard 3.1.1 - Interpretation and application. viewed 14 September2016,http://www.foodstandards.gov.au/industry/safetystandards/interpretation/pages/default.aspx.

Fridge It, FAQ, 2016, viewed on 27 September 2016,http://www.fridgeit.com.au/faqs/.

Glen, Immigration on the last 5 years- focus on South Australia 2012 , viewed on 14 September 2016,http://blog.id.com.au/2012/population/australian-demographic-trends/immigration-in-the-last-5-years-focus-on-south-australia

Ibisworld.com.au. Market Research Reports & Analysis | IBISWorld AU, 2016, viewed 28 September 2016,http://www.ibisworld.com.au/industry/prepared-meals-production.html

McCain Food Service, Home, 2015, viewed on 18 September 2016,http://mccain.com.au/.

NSW Government, Australian communities: Italian Australians, 2015, viewed on 20 September 2016,http://www.racismnoway.com.au/teaching-resources/factsheets/58.html

Plateful, Latina Fresh, 2016, General Mills, viewed on 18 September 2016,https://www.plateful.com.au/brands/latina-fresh.

Raisch, Morgan. 7 unhealthy Pasta dishes to avoid, 2016, viewed 10 September 2016, http://www.prevention.com/food/healthy-eating-tips/fattening- restaurant-pasta-dishes.

Roy Morgan, Market share narrows between Coles and Woolworths, while ALDI makes important gains, 2016, viewed on 17 September 2016, http://www.roymorgan.com/findings/5427-market-share-narrows-between-coles-woolworths-while-aldi-makes-gains-201402120013.

San Remo USA, San Remo | Pasta Recipes and Products, 2016, viewed on 18 September 2016,http://sanremo.com.au/.

Take-Away Food Retailers, MAUS, 2006, viewed 14 September 2016, https://www.maus.com.au/product/product.asp?loc=4.17.199.

University, By. Gender Balance Male-Female Ratios. Gender Balance Percentage Ratios Australian Universities. August 01, 2015, viewed 5 October,http://www.universityrankings.com.au/gender-balance-ratio.html.

Appendix A

Market research for Enzo’s at Home

Q1 Dear participant,

Thank you for taking part in this research project, which is undertaken as a university project for the purposes of completing course work at the University of Adelaide. It is not a commercial research project and is not endorsed by any specific company.The research aims to understand consumer preferences with pre-made meals. The survey should take no longer than 15 minutes to complete. The collected data will be used for research purposes only and no personally identifiable information will be collected.If you have any further questions or inquiries, please contact Luke Stephenson ([e-mail]), Anthony Guzman ( [e-mail])M Alee Moukadem ([e-mail]), Austin Pladson ([e-mail]) or Georgia Reardon ([e-mail]).

Q2 I have read the above information and would like to participate in this research.

m I accept (1)

m I do not accept (2)

If I do not accept Is Selected, Then Skip To End of Survey

Q4 What is your Gender?

m Male (1)

m Female (2)

m Other (3)

Q5 Please select your age bracket.

m Under 18 (1)

m 18 - 24 (2)

m 25 - 34 (3)

m 35 - 44 (4)

m 45 - 54 (5)

m 55 - 64 (6)

m 65 - 74 (7)

m 75 - 84 (8)

m 85 or older (9)

Q7 Which statement best describes your current employment status?

q Employed, full time (1)

q Employed part time (2)

q Employed Casual (5)

q Self-Employed (6)

q Student (9)

q Unemployed (10)

q Retired (11)

If Unemployed Is Selected, Then Skip To End of BlockIf Retired Is Selected, Then Skip To End of Block

Q19 How many hours do you work or study in a week?

m 0 (1)

m 1-4 (2)

m 5-9 (3)

m 10-19 (4)

m 20-49 (5)

Q9 It is important to understand how income impacts purchase behaviour. Please select the category that includes your entire household income. If you would prefer not to say please select 'Prefer not to say'.

m Less than $10,000 (1)

m $10,000 to $19,999 (2)

m $20,000 to $29,999 (3)

m $30,000 to $39,999 (4)

m $40,000 to $49,999 (5)

m $50,000 to $59,999 (6)

m $60,000 to $69,999 (7)

m $70,000 to $79,999 (8)

m $80,000 to $89,999 (9)

m $90,000 to $99,999 (10)

m $100,000 to $149,999 (11)

m $150,000 or more (12)

m Prefer not to say (13)

Q7 Do you buy any frozen or pre-made meals?

m Yes (1)

m No (2)

If No Is Selected, Then Skip To If you selected no why not?If Yes Is Selected, Then Skip To End of Block

Q9 If you don't buy frozen or pre-made meals, why?

q Price (1)

q low quality (2)

q health concerns (3)

q Freshness (4)

q Cheaper to cook yourself (5)

q Unsure of what is exactly in the products (6)

q Other (7) ____________________

Q17 Where do you do your food shopping?

q Coles (1)

q Woolworths (2)

q IGA (3)

q Foodland (4)

q Aldi (5)

q Other (6) ____________________

Q8 Have you purchased products from any of these brands over the past 6 months?

q Latina (1)

q Bird's Eye (2)

q Ready Chef (3)

q Weight Watchers (4)

q Enzo's at Home (5)

q Lean cuisine (6)

q Mash Food (7)

q The Clean Kitchen (8)

q Griffs (9)

q On the Menu (10)

q Home brand (11)

q Black & Gold (12)

q Jenny Craig (13)

q Lite and Easy (14)

q Other (15) ____________________

q None (16)

Q19 Are gluten free products important to you?

m Yes (1)

m No (2)

Q19 Would you buy a pre made meal from a service station?

m Yes (1)

m No (2)

Q14 When buying pre made meals what is important to you?

	Very unimportant (1)	Somewhat unimportant (2)	Neither important nor unimportant (3)	Somewhat important (4)	Very important (5)
Price (1)	m	m	m	m	m
Quality (2)	m	m	m	m	m
Ease of use (3)	m	m	m	m	m
Health concerns (4)	m	m	m	m	m
Having an online website / phone app (5)	m	m	m	m	m
Reputation (6)	m	m	m	m	m
Local South Australian Company (7)	m	m	m	m	m
Shopping online for pre made meals (8)	m	m	m	m	m

Q19 How much would you be willing to spend on a ready to eat meal.

m $1-$5 (1)

m $6-$10 (2)

m $11-$15 (3)

m $16-$20 (4)

m $21-$25 (5)

m $26+ (6)

Q18 Have you heard of Enzo's ristorante?

m Yes (1)

m No (2)

Q19 Have you heard of Enzo's at Home?

m Yes (1)

m No (2)

Q15 Do you have any further comments to add?

Appendix B

Brand Logo/Packaging:

Figure 1: Enzo’s at Home Logo⁴⁰

Figure 2: Enzo’s Ristorante Logo⁴¹

Website:

Figure 3: Enzo’s at Home Homepage⁴²

Figure 4: Enzo’s Ristorante Homepage⁴³

Appendix C

Figure 1.1⁴⁴

Annual growth through 12-17

Figure 1.2

Market share in the major supermarkets

Roy Morgan

As of December 2013, Roy Morgan’s Supermarket Currency report placed ALDI in the Top 3 of supermarkets in terms of market share. Accounting for 10.3% of all grocery dollars, ALDI surpassed even IGA (9.5%). At 39.0%, Woolworths still maintains the largest slice of the pie, while Coles continued to improve, achieving its highest market-share proportion since March 2008 at 33.5%⁴⁵.

Figure 1.3⁴⁶



Figure 1.4⁴⁷

Weight loss products statistics

Figure 1.5

The Advertiser review on Enzo’s Ristorante

Figure 2

Sales of Microwaves by Category in Australia

Figure 3

Key Performance Indicators for Take Away Food Retailers in Australia

Appendix D

Ready Made Meals Market - Key Statistics⁴⁸

	Current Value Growth 2010/15	Sales Value 2015 (Millions)	Sales Volume 2015 (‘000 Tonnes)	Sales Forecast: Predicted Value Growth 2015/20	Sales Forecast: Predicted Volume Growth 2015/20
Frozen	4.32%	$790.38	56.56	8.92 %	21.03%
Shelf-Stable	1.61%	$105.72	8.30	27.89%	21.96%
Chilled	27.85%	$82.05	7.03	49.08%	53.20%

Appendix E

Competitor Analysis - Ready-Made Meals

	Enzo’s at Home^49	Latina Fresh^50	Cucina Cibo^51	San remo^52	McCain Foods^53
Price	$$	$	$$	$	$
Products	Fresh	Fresh	Fresh	Frozen	Frozen
Location	Sold in SA and NSW through the following retailers: IGA Romeo’s Foodland Delicatessens Fruiterers Enzo’s at Home outlets	Nationally: Coles Woolworths	Sold in SA, QLD, NSW and WA through the following retailers: Coles Woolworths IGA Foodland Specialty/Gourmet Retailers	Sold Australia wide and internationally. Found at all major and independent retailers.	Sold in Australia and New Zealand through the following retailers: Coles Woolworths Select Independent retailers
Quality	Gourmet Restaurant Quality	Slow cooked	Restaurant Quality Traditional	Restaurant Quality	Traditional
Brand Awareness	Established in 2004 - linked to Enzo’s Ristorante, however research demonstrates the connection is not quite strong.	Established: N/A Strong brand awareness/recognition in Australia	Established in 1996 - Strong links to Cibo Ristorante a well known South Australian brand.	Established in 1936 - Strong brand recognition.	Establish 1956 - strong brand recognition
Product Packaging	Details: Product is visible Clear red packaging and logo Serving Size: Single, Double and Family Serves	Details: Product is visible Clear yellow label with traditional logo Serving Size: Single	Details: Product is not visible Clear red packaging and logo Serving Size: Single, Double and Family Serves	Details: Product is not visible Red packaging with traditional San Remo logo Serving Size: Single	Details: Product is not visible No clear packaging as it changes depending on the type of ready made meal. Clear traditional logo Serving Size: Single, Double and Family Serves
Market Share	N/A	N/A	N/A	0.26% market share in 2015	16.37% market share in 2015

Appendix F
Figure 1.0

Figure 1.1

Figure 1.2

Figure 1.3

Figure 1.4

Appendix G

Swot Analysis

Strengths: - Quality home cooked Italian meals - Local SA company - Competitive pricing - Website easy to use and user friendly - Family business	Weaknesses: - New to interstate market - No marketing budget limited funds to raise awareness Low reputation - High wastage - Offer a product which is already available on the market - Lack of promotional activity
Opportunities: - Expansion interstate generating future positive cash flow - Affordable advertising via social media	Threats: - Competitors have similar products - Competitors have a marketing budget - Loyal customers to competitors - Operating expenses to increase

1^Enzo’s at Home, Our Story, Enzo’s at Home, 2016, viewed 15 August 2016, http://www.enzosathome.com.au/story/.

2^ Enzo’s at Home, Our Story, Enzo’s at Home, 2016, viewed 15 August 2016, http://www.enzosathome.com.au/story/.

3^ Ibid.

4^ Euromonitor. (2015). Ready Meals in Australia. Passport, Retrieved on August 13, 2016, from http://www.portal.euromonitor.com.proxy.library.adelaide.edu.au/portal/analysis/tab.

5^ Ibid.

6^ Ibid.

7^ Ibid.

8^ Abs.gov.au, 4102.0- Social trends, Australia, March 2014, viewed on 1 October 2016,http://www.abs.gov.au/ausstats/abs@nsf/lookup/.

9^ NSW Government, Australian communities: Italian Australians, 2015, viewed on 20 September 2016,http://www.racismnoway.com.au/teaching-resources/factsheets/58.html

10^ Glen, Immigration on the last 5 years- focus on South Australia 2012 , viewed on 14 September 2016,http://blog.id.com.au/2012/population/australian-demographic-trends/immigration-in-the-last-5-years-focus-on-south-australia

11^ Ibid.

12^ Roy Morgan, Market share narrows between Coles and Woolworths, while ALDI makes important gains, 2016, viewed on 17 September 2016, http://www.roymorgan.com/findings/5427-market-share-narrows-between-coles-woolworths-while-aldi-makes-gains-201402120013

13^ Ibid.

14^ Cia.gov. The World Factbook — Central Intelligence Agency, 2016, viewed on 27 September 2016,https://www.cia.gov/library/publications/the-world-factbook/geos/as.html

15^ Abs.gov.au. 8153.0 - Internet Activity, Australia, December 2015. viewed 11 September 2016,http://www.abs.gov.au/ausstats/abs@.nsf/mf/8153.0/].

16^ Euromonitor. (2015). Ready Meals in Australia. Passport, Retrieved on August 13, 2016, from http://www.portal.euromonitor.com.proxy.library.adelaide.edu.au/portal/analysis/tab.

17^ Ibid.

18^ Ibid.

19^ Ibid.

20^ Ibid.

21^ Ibid.

22^ Ibid.

23^ Ibisworld.com.au. Market Research Reports & Analysis | IBISWorld AU, 2016, viewed 28 September 2016,http://www.ibisworld.com.au/industry/prepared-meals-production.html

24^ Raisch, Morgan. 7 unhealthy Pasta dishes to avoid, 2016, viewed 10 September 2016, http://www.prevention.com/food/healthy-eating-tips/fattening- restaurant-pasta-dishes.

25^ Foodstandards.gov.au.Standard 3.1.1 - Interpretation and application. viewed 14 September2016,http://www.foodstandards.gov.au/industry/safetystandards/interpretation/pages/default.aspx.

26^ Foodstandards.gov.au. Standard 3.2.1 - Food safety programs: A guide to standard 3.2.1., viewed 14 September2016,http://www.foodstandards.gov.au/code/userguide/pages/foodsafetyprogramsag4567.aspx.

27^ Food standards.gov.au. Standard 3.2.2- Food and safety practices and General requirements, 2016, viewed 14 September2016,http://www.foodstandards.gov.au/industry/safetystandards/safetypractices/pages/default.aspx

28^ Ibid.

29^Foodstandard.gov.au. Standard 3.2.3- Food premises and equipment. viewed 14 September2016, https://www.foodstandards.gov.au/publications/documents/3_2_3.pdf

30^ Ibid.

31^Abs.gov.au, 4102.0- Social trends, Australia, March 2014, viewed on 1 October 2016,http://www.abs.gov.au/ausstats/abs@nsf/lookup/

32^ Euromonitor. (2015). Ready Meals in Australia. Passport, Retrieved on August 13, 2016, from http://www.portal.euromonitor.com.proxy.library.adelaide.edu.au/portal/analysis/tab.

33^ Ibid.

34^ Ibid.

35^ Ibid.

36^ Festival City Wines, Products, 2016, viewed on 27 September 2016, http://www.festivalcitywines.com.au/products/.

37^ Fridge It, FAQ, 2016, viewed on 27 September 2016,http://www.fridgeit.com.au/faqs/.

38^FindTheCompany, Enzo’s at Home, 2016, viewed 14 September 2016,http://listings.ftb-companies-au.com/l/102032607/Enzos-At-Home-Pty-Ltd-in-Flinders-Park-SA

39^ Take-Away Food Retailers, MAUS, 2006, viewed 14 September 2016,

40^ Enzo’s at Home, Home, 2016, viewed 15 August 2016, http://www.enzosathome.com.au.

41^ Enzo's Ristorante. (2016). Home - Enzo's Ristorante, 2016, viewed 15 August 2016, http://www.enzosristorante.com.au/

42^ Enzo’s at Home, Home, 2016, viewed 15 August 2016, http://www.enzosathome.com.au.

43^ Enzo's Ristorante. (2016). Home - Enzo's Ristorante, 2016, viewed 15 August 2016, http://www.enzosristorante.com.au/.

44^ Geert Hofstede, Australia, 2016, viewed on 14 September 2016, https://geert-hofstede.com/australia.html.

45^ Roy Morgan, Market share narrows between Coles and Woolworths, while ALDI makes important gains, 2013, viewed on 17 September 2016, http://www.roymorgan.com/findings/5427-market-share-narrows-between-coles-woolworths-while-aldi-makes-gains-201402120013.

46^

47^ Ibisworld.com.au. Market Research Reports & Analysis | IBISWorld AU, 2016, viewed 28 September 2016,http://www.ibisworld.com.au/industry/prepared-meals-production.html

48^ Euromonitor. (2015). Ready Meals in Australia. Passport, Retrieved on August 13, 2016, from http://www.portal.euromonitor.com.proxy.library.adelaide.edu.au/portal/analysis/tab.

49^ Enzo’s at Home, Our Story, Enzo’s at Home, 2016, viewed 15 August 2016, http://www.enzosathome.com.au/story/.

50^ Plateful, Latina Fresh, 2016, General Mills, viewed on 18 September 2016, https://www.plateful.com.au/brands/latina-fresh.

51^ Food South Australia, Meet Our Member: Cucina Cibo, 2016, viewed on 18 September, http://foodsouthaustralia.com.au/2013/09/meet-our-member-cucina-cibo/.

52^ San Remo USA, San Remo | Pasta Recipes and Products, 2016, viewed on 18 September 2016, http://sanremo.com.au/.

53^ McCain Food Service, Home, 2015, viewed on 18 September 2016, http://mccain.com.au/