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An analyses on Mount Franklin Market Positioning Strategy and A Perceptual Mapping of Drinking Water in Australia

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An analyses on Mount Franklin Market Positioning Strategy and A Perceptual Mapping of Drinking Water in Australia
An analyses on Mount Franklin Market Positioning Strategy and A Perceptual Mapping of Drinking Water in Australia

1. Introduction
Water is the fountain of all life and is a prime need of the body. Over 60 percent of our body weight is made up of water. In Australia, most people are drinking tapped water directly at home, but while traveling or eating out in restaurants, buying bottled water has become one of the most popular choices
This need has been well explored by some beverage producers, both local and overseas. So today there are various brands of drinking water in Australian market. Among them, Mount Franklin’ (start from 1994) has become Australia’s favourite water brand and the most recognized.
This paper focuses on studying Mount Franklin’s marketing positioning strategy by using perceptual mapping method, in order to analyse a successful brand in drinking water industry and provide recommendations for a new brand that would like to enter into this market.
2. Marketing concepts
a. Market positioning
Positioning can be defined as ‘… the act of designing the company’s offering so that it occupies a meaningful and distinct position in the target customer’s mind.’(Jobber & Fahy, 2009) It is the final and fatal stage of the process of target marketing strategy which involves designing product features and image which are distinguishing from competitors in the existing market for the purpose of appealing to the specific target market segment.
It is combined marketing strategies that result in how the organisation wants a product or brand to be perceived by the market. Positioning is directly related to brand values, market demographics and the image of the product in the marketplace.
b. Perceptual mapping
Perceptual mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers.
3. Brands introducing
a. Mount Franklin
Owned by Coca-Cola Amatil, Mount


References: David J. and John F. 2009, Foundations of marketing, 3rd ed., McGraw-Hill higher Education,5: 120-122 Dong J. K., Woo G. K. and Jin S. H., A perceptual mapping mapping of online travel agencies and preference attributes. Tourist Management 28 (2007) 591-603 Liz H. and Terry O.2004, Foundation marketing, 3rd ed., Prentice Hall,6:167-169 Australia’s First Bottled Water Brand 2012, Mount Franklin, viewed 3 April 2014, http://mountfranklinwater.com.au/our-story/ Australian-bottled-water-market-led-by-Coca-Cola-s-Mount-Franklin, viewed 3 April,2014, http://www.companiesandmarkets.com/News/Food-and-Drink/Australian-bottled-water-market-led-by-Coca-Cola-s-Mount-Franklin/NI8553 Mount Franklin, Drink Positive, Think Positive, viewed 3 April 2014, http://prezi.com/yjdi190hvzko/copy-of-copy-of-copy-of-mount-franklin/
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