Arnotts Biscuits intends to increase the sales of its ginger nut biscuits in its current markets. At a tactical level, it plans to accomplish this goal by reducing prices, increasing promotional support and encouraging new uses for the biscuit by publishing free new recipe ideas to encourage customers to use ginger nut biscuits in innovative desserts. Arnotts is following the strategy of:

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Arnotts Biscuits is trying to increase sales of one of its existing products (ginger nut biscuits) in its current markets (not entering new ones), which is the definition of market penetration strategy. The company is using tactics such as lowering prices and increasing promotional support to penetrate deeper into the market. Additionally, by encouraging new uses for the biscuit with new recipe ideas, Arnotts is also engaging in product development to expand the uses for its existing product.

Arnotts Biscuits Intends to Increase the Sales of Its Ginger