Brand Management and Positioning of Bega Cheese

This document discusses the brand management and positioning strategies of Bega Cheese in the Australian Dairy Industry. It covers their brand essence, vision, mission, brand positioning, brand strategy, brand explanatory, brand inventory, supporting marketing programs, brand equity, and competitive brands. The document also highlights the company's success in providing affordable and healthy products to consumers.

Bega Cheese

BEGA CHEESE 1
Brand Essence
Bran essence is a core characteristic of brand which makes it different from its
competitors.
Brand vision and mission
The mission of the brand is to become the icon in the Australian Diary Industry. In
order to achieve the vision, the brand develops the mission statement and it is adopting the
changes in order to build the future (Bega, 2019a).
Brand management
Brand management is a function that helps to promote the product line or brand value
over time. It is observed that the Bega Cheese is extremely disciplines in terms of into the
cash and capital management. The company gives respond to the domestic Australian market
for new products in order to attract the large number of people towards it services. The
company interact directly with the farmers in order to manage the supply and to ensure the
quality of milk so that the customer will get the high satisfaction (Bega, 2019c).
Brand positioning
Bega Cheese is in the position to take the advantage of growth opportunities in the
dairy and food (Australian Food News, 2013).

BEGA CHEESE 2
(Source: By Author)
The company provides the healthy product with the affordable prices as compare to
its competitors.
Brand strategy
The company adopts the flavouring strategy, pricing strategy, advertisement strategy
in order to grab the high market share in the market. The business strategies of the company
help the brand to grab the high market share and also help to attain the competitive advantage
in the market.
Brand explanatory
Brand explanatory is the analysis of the consumer prospection towards the brand. It is
essential to conduct the insight research in order to acquire consumer’s feelings and
perceptions. Bega Cheese is considered as the one of the fast growing food companies as it
has high demand of consumers towards it services. The brand signed the various contracts for
Brand
Positinoning
Expensive
Healthy
Affordable
Less Healthy
Bega
Cheese
The a2 milk
company
Bellamy
Organic

BEGA CHEESE 3
long term success with the Coles and Kraft. The company provided the different flavours to
consumers with the high quality but some of the product is liked by the consumers.
(Source: Roy Morgan, 2015)
As per the above graph, it is observed that the consumer consumes its block cheese in
the large amount as compare to its competitor expect the supermarket brand. As per the
analysis, it has been seen that the other product of the company that is “grated cheese” is not
too much liked by the consumer as it is less consumed by the consumer as compare to the
supermarket brands. Sliced cheese of the company is also has moderate demand of the
consumers. The graph states that the consumer more prefers the supermarket product instead
of Bega Cheese.

BEGA CHEESE 4
(Source: Can star blue, 2018).
It is observed that the company gain the 3 stars in rating as the overall satisfaction of
the consumers. The taste, packaging and varieties have 4 stars and the value for money have
3 stars which states that the company provide the quality of services to the consumers. The
company grow in the market with the very high rate.
Brand inventory
Brand inventory is the small part of the brand audit that helps to study the sources of
brand equity.
Brand elements
Bega Cheese provides the different variety of product to consumers in order to attract
them towards the services.
Supporting Marketing Programs

BEGA CHEESE 5
The company introduce the new marketing campaigns of Bega Cheese to attract the
large number of consumers towards it. There are various gaps founded in the capabilities in
the marketing campaigns of the company to grab the market share. The marketing campaigns
of the company are based on the four factors such as occasions, celebrities, shoot theme and
the type of product c
Brand Equity
Brand equity reflects the overall value of brand and it contains the brand association,
Perceived quality, brand awareness, and Brand loyalty.
Competitive Brands
The company has the high threat from the supermarket brands and the others such as
the a2 milk company, Bellamy Organic and the others. The competitors provides the similar
services but with the different pricing strategy. The a2 milk company is also a diary company
that provides the services in premium prices strategy (Owler, 2018).
Brand Mantra
Introducing the variety of products with the high quality within the affordable prices
is the mantra of success of Bega Cheese (Bega, 2019a).

BEGA CHEESE 6
References
Australian Food News. (2013). Bega Cheese produces strong result.
http://www.ausfoodnews.com.au/2013/02/21/bega-cheese-produces-strong-result.html
Bega. (2019a). Bega Cheese Ltd. Retrieved from:
https://anz.businesschief.com/company/29/Bega-Cheese-Ltd
Bega. (2019b) Bega Cheese to acquire one of Australia’s most iconic food brands. Retrieved
from:
http://member.afraccess.com/media?id=CMN://3A463713&filename=20170119/
BGA_01820809.pdf
Bega. (2019c). Bega Cheese Ltd. Retrieved from: https://anz.businesschief.com/Bega-
Cheese-Ltd/profiles/14/Bega-Cheese-Tastes-Victory
Can star blue. (2018). Block Cheese Reviews. Retrieved from:
https://www.canstarblue.com.au/groceries/block-cheese/
Owler. (2018). Bega's Competitors, Revenue, Number of Employees, Funding and
Acquisitions. Retrieved from: https://www.owler.com/company/begacheese
Roy Morgan. (2015) Grated, sliced and block: home brands the Big Cheese. Retrieved from:
http://www.roymorgan.com/findings/6334-home-brands-the-big-cheese-
201507132322