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

Topics: Marketing, Positioning, Strategic management Pages: 5 (1201 words) Published: April 29, 2014
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 Franklin took the leading position in Australian bottle water market in past decade, and accounted for 20% off-trade volume sales in 2012. According to Coca-Cola's market research, Mount Franklin water has a 99 percent brand awareness and 43 percent of females aged 25-39 say that Mount Franklin is their favourite brand. b. Mount Franklin’s market positioning strategy

Mount Franklin represents and promotes an overall sense of wellbeing. Young female model Jennifer Hawkins as brand celebrity which promotes the healthy and fresh image of its product. Make the brand closely associated to the community; to this end Mount Franklin has established the Drink Positive, Think Positive, campaign. Moreover, the brand has enhanced this connection through its community partnerships with the National Breast Cancer Foundation. Make consumers feel the purchase of Mount Franklin as helping themselves and the environment by changing the package to “the easy-crush bottle” which is good for the environment as well as being similar to that of the original product. The new 600ml Mount Franklin Easy-Crush Bottle is made with 35% less plastic and has a carbon footprint which is 27% lighter than the previous bottle. Be of support to Australian economy by consuming Mount Franklin water as the local brand. c. Other brands in Australian market

Along with the number one bands, there are hundreds of other drinking water brands in Australian market. Although hardly close to Mount Franklin’s leading position, some of them are making rational market share, including Pump (another drinking water brands owned by Coca-Cola), Evian, NU Pure, Mount Lofty, Coles bottled water, Woolworth bottled water, etc.

4. A perceptual map of drinking water market in Australia
A perceptual map could be in two dimensions or multiple dimensions, depending on the attributes taken into consideration when analysing a target market. a. Quality
As a necessity of life, quality of water is most critical attribute when people...

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,
Australian-bottled-water-market-led-by-Coca-Cola-s-Mount-Franklin, viewed 3 April,2014,
Mount Franklin, Drink Positive, Think Positive, viewed 3 April 2014,
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