Interpret Market Trends And Developments Essay Example

Pages: 31 (6857 words) Published: April 23, 2012
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 flavor products and good services through trained, dynamic, dedicated and responsive employees who are also committed to uphold the interest of all stakeholders. TABLE OF CONTENTS

1. EXECUTIVE SUMMARY2

2. INTRODUCTION4
2.1 Limitations4

4. ANALYSIS6
4.1 OVERVIEW OF PRODUCT6
4.1.1 Market Summary6
4.1.2 Competitors7
4.1.3 Situation Analysis - TOWS Analysis9
4.2 MARKETING PLAN12
4.2.1 MARKETING OBJECTIVES12
4.2.2 MARKET SEGMENTS13
4.2.3 POTENTIAL TARGETS15
4.2.4 PROFILE OF TARGETS17
4.2.5 POSITIONING TECHNIQUE FOR TARGETS18
4.3 MARKETING MIX19
4.3.1 PRODUCT STRATEGY19
4.3.2 PRICING STRATEGY21
4.3.3 DISTRIBUTION STRATEGY23
4.3.4 PROMOTION STRATEGY24
4.4 Bundaberg Brewed Drinks Strategy27

CONCLUSION28

LIST OF REFERENCES28

APPENDIX 1: PESTE ANALYSIS OF BEER INDUSTRYError! Bookmark not defined.

APPENDIX 2: TOWS ANALYSIS

APPENDIX 3: VALS SEGMENTATION SYSTEM33

APPENDIX 4: MOSAIC CLASSIFICATION & SEGMENTATION SYSTEM35

Need to add list of tables and figures

2. INTRODUCTION

The report looks at the event marketing company, Bundaberg Brewed Drinks Pty Ltd and the marketing plan developed to introduce a new specialty beer product to the market - **name** Ginger Beer.

Etc
Etc

Why is a marketing plan important?
What analysis has been used – what model

Where has information been gathered
Use of academic journals have been employed to support assumptions.

2.1 Limitations

• Any limitations that may have factored in this report?? 1. The market area is only in Australia?

4. ANALYSIS

4.1 OVERVIEW OF PRODUCT

Bundaberg Alcoholic Ginger Ale is a product from family owned business, Bundaberg Brewed Drinks, based in Bundaberg Queensland. Bundaberg ash been in the brewed drinks market since 1960, however this will be the first time they enter the alcoholic beverages market (www.bundaberg.com/info, viewed 12 October 2011) Although there are some large competitors in the beer industry, Bundaberg brewed Drinks will enter the specialty beer market, as it is one of the fastest growing markets in the beer industry (Datamonitor, 2010) and will introduce a product that will capture a new market of current non-beer drinkers using their strong brand and reputation for quality beverages (reference?)

4.1.1 Market Summary

In 2009 the Australian beer market generated total revenues of $11 billion, with standard lager sales representing the largest market share with revenues of $6.3 billion or 57.3% of the market’s overall value (Datamonitor, 2010). In comparison, sales of low strength/non alcohol beer generated revenues of $1.4 billion equating to 12.6% of the market's aggregate revenues (Datamonitor, 2010).

In 2010, the industry achieved 3% value growth reaching revenues of $14 billion. Standard lager continued to hold the largest market share, however consumer preferences shifted toward higher quality, premium beers which continue to be the fastest growing category recording 16% volume growth and 11% value growth in 2010 (Euromonitor International, 2011). Low strength non/alcohol beer began declining with...
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