Presentation of Case StudyShelby Lucier

Ownership•Australian Mushroom Growers

Operating Model• Operating models, defined• In its simplest form, an operating model dictates where and

how the critical work gets done across a company. It serves as the vital link between a company’s strategy and the detailed organization design that it puts in place to deliver on the strategy. But what the snack food producer and so many other consumer goods companies have learned is that it’s necessary to define a consistent and appropriate operating model before making detailed changes to an organization’s design.

• The operating model for ‘Power of Mushrooms’ campaign is simply that they use the word of mouth and they give talks on what their campaign is about.

Operating Model

Products•Recipes using mushrooms, encouraging

the audience to include mushrooms in their diets

•Health and nutrition facts given on their website educating the audience about how mushrooms are beneficial to their lives

Products

What is the campaign’s purpose?•To try and promote healthy life style for

the audience. They include on their website many health and nutrition facts and ways to fit their facts into the audiences’ lives.

What is the campaign’s genre?•The genre of the campaign is health and

nutrition.

What is the campaign’s form & style?•The form and style of the campaign is

health benefits. It’s market wide, all over Australia, meaning it’s national. It’s form is mainly social media, giving it a very up-to-date status and it has a friendly approach making it look happy and healthy, just like its promotions.

What is the campaign’s content?

What is the campaign’s process?•The campaign has a lot of different

processes in terms of getting in touch with the audience.

•They have little competitions (a current one is called ‘Eat Post Win’) which is highlighting their technique of getting in touch with the audience and having the audience share their experiences and how they have helped them with their life.

What is the campaign’s process?•They also have a variety of different social

networks that they are involved with and that they use to get in touch with people.

How the campaign get in touch•As I stated earlier, the campaign use a lot

of different ways to get in touch with their audience; such as social media networks.

•It is important to connect with your range of audience; such as age, gender, lifestyle and spending power.

Age•The age range is pointed at a stereotypical

guess that the campaign has t0 make when designing their adverts and websites. It’s having a target audience.

•Stereotypically speaking, the ‘Power of Mushrooms’ campaign could be pointed at people the age of around 20’s to mid 30’s, as that’s the age group when people start learning to cook for themselves, their families and/or caring more about their diets.

Gender• The gender is also based on a stereotypical guess

that the company just has to make. It could also be assumed that the person starting the campaign was a certain gender because of what the campaign is about.

• STEREOTYPICALLY SPEAKING, the target audience’s gender would mostly be female, as females are known for being more self-aware about their diets and their weight. The campaign demonstrates many different diet techniques and recipes to use if you want to slim down or just have a healthy lifestyle.

Lifestyle & Spending Power•With lifestyles, it’s easy to assume that

the target audience they are trying to approach is a younger age group.

•University students tend to start cooking for themselves when they set off from home. The campaign are promoting different, easy and delicious recipes that people could use to have a more healthy and balanced diet that is also affordable.