Bundaberg Brewed Drinks Case Analysis

to do the competitors, price and product strategy
GROUP ASSIGNMENT

MARKETING PLAN
Bundaberg Brewed Drinks Practices

1. EXECUTIVE SUMMARY

The purpose of this report is to analyse **product/brand” and produce a strategic marketing plan.

What is the product

What does the plan show

What does the report show

Report here what else…

MISSION STATEMENT *** (We will need it as our guideline when we decide the price, product, marketing, related to the all strategies)

To become the supplier of choice every time, in non beer category we operate by satisfying our consumers and retailers with beverages are brewed to age old recipes and use the finest ingredients to deliver a superior natural
|beer industry as the government is trying to |
| |regulate the advertising industry to reduce alcohol|
| |consumption. |
| |Socially, beer is considered an unhealthy alcohol |
| |choice and this represents a threat to the industry|
| |when competing against other alcoholic products |
| |such as wine or spirits. The consumption of alcohol|
| |can promotes blood clots that can lead to stroke |
| |(The effect of beer consumption on your health, |
| |2011)
Market segmentation is the process of dividing a market into meaningful, relatively similar and identifiable segments or groups (Kotler, 2003).
Bundaberg Brewed Drinks wants to assess both the consumer and business market as both are likely to be key target markets for the product. They have identified the following segments.

CONSUMER MARKET
Sustainable Market has chose to segment it’s market on the following Demographic, Geographic, Geo-demographic, Psychographic and Behavioral factors.

Table 4.1 Market Segmentation, Bundaberg Brewed Drinks Pty Ltd
|Base Type |Segmentation Criteria |Segmentation |
|Demographic |Gender |Females and Males |
| |Age |18-35 |
| |Socio-economic status |affluent |
|Geographic |Country |Australia