Marketing Mix

Topics: Marketing, Motocross, Consumer protection Pages: 5 (1479 words) Published: October 8, 2013


BSBMKG502B
Yvonne Fregon
Assignment 1
Marco Le Mura
Student Number: 5101447209

Table of Contents

PART A : Identify the key characteristics of their products and services. What is their significance to the market. The key characteristics of Braaap is to meet to the motor enthuses with products based on motocross equipment, riding wear and casual wear with the consistent updates on news from around the world with new designs and motocross equipment. This is also allowing communication through the public and the dealers of motocross dealers with schools based on how to learn how to ride with links to dealerships for test driving opportunities. Braaap also promotes up and coming riders through championship races and amateur shows for promotion and developing a larger community throughout the moto world. Review pricing policy. Analyse pricing variables to determine their effect on demand. The pricing policy on Braaap suppliers are based on dealership and manufacture prices with and inclusion of Braaap overheads, this determines final price that is displayed throughout the website and store, these prices range over the number of products that are in stock with Braaap, from clothing, motocross equipment and motocross bikes themselves. With an inclusion of an interest free long-term layby this allows the consumers to have products on demand when they are able to make full purchase later on. Being a distribution to other dealers and manufactures allows Braaap to order in of selected models and stock if available within the manufactures themselves. This allows flexibility with Braaap to meet to demand in stock without wastage when ordering in large quantity. Analyse the impact and importance of the following elements to market outcomes. The promotional methods

Being a distribution for Motocross enthuses Braaap uses multiple ways to self promote through sponsorship of competitive riders whom are entered into competitions for both promotional and also competitive status among other distributors and dealers. The channels of distribution

There are two main channels of distribution the first major method is online distribution, which meets to the international consumers with delivery of units and equipment to the consumers directly. This method is proven more affective where as the visiting of a store is time consuming for the more knowledgeable consumers within the motocross industry whom would prefer a quick and effective way to place and order on the run. The second and less effective channel of distribution is the physical stores which are based in several locations within Australia, some being only within Melbourne and Sydney, this channel can be ineffective with 60% of the other consumers being based internationally or nationally to the physical stores location. The level of customer service provided.

The level of customer service is set by the communication that is given to the consumers with updates through their latest news and calendar events with the ability to contact Braaap directly with the call centre and email contacts that allows communication between the dealer and the consumer for questions for online and in store products. This is also shown with their Braaap University that has a lifetime coaching for beginner riders and consumers. Identify Braaap’s potential customer base. What are the key pressure points for success in reaching them. The key pressure points to Braaap to successfully gain a customer base and strengthen customer base is through promotional opportunities that Braaap brings to their consumers with acknowledgements to their community and sponsored riders this is reaching out to a younger generation of riders and also establishing communication with the community through sponsored rides and races that further promote Braaap as a motocross supplier and disturber. Establish the components of the marketing mix. Include information on how...

Bibliography: Anthillonline.com, “Brad Smith, 2010 Anthill 30under30 Winner” [online]. Available from: http://anthillonline.com/brad-smith-2010-anthill-30under30-winner/ [7th September 2013]
Braap.com, “Braaap” [online]. Available from: http://braaap.com.au/ [7th September 2013]
Claridge A, 2013, “50 new franchises planned for mini motocross brand Braaap” [online]. Available from: http://www.startupsmart.com.au/franchising/50-new-franchises-planned-for-mini-motocross-brand-braaap/201204176021.html [7th September 2013]
Dynamicbusiness.com.au, “braaap, a business operating at full throttle” [online]. Available from: http://www.dynamicbusiness.com.au/entrepreneur-profile/braaap-a-business-operating-at-full-throttle-130411.html [7th September 2013]
Herald.com.au, “Unique business niche builds world-wide brand for braaap” [Online]. Available from: http://www.heraldsun.com.au/news/unique-business-niche-builds-world-wide-brand-for-braaap/story-fnjj6013-1226714266035 [07 September 3013]
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