BMA506: Foundations of Marketing

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BMA506 Foundations of Marketing
Excerpts from ‘Case Study, Part B’ assignments Semester 1, 2020.
The purpose these excerpts is to provide some examples of ‘how’ to integrate marketing
theory and Case information to construct arguments.
Important to NOTE:
These excerpts are presented exactly as submitted, meaning prior to marking. Whilst all
excerpts are sourced from CSBs that scored a Distinction or High Distinction, there are still
areas for improvement.
As with the CSA samples, to avoid duplicating Case products chosen by students this
Semester, the excerpts provided are from Semester 1, 2020 when the task was slightly
different. These students had to choose 1 from a choice of 3 ‘New Products’ that had entered
the Australian market in 2019, as their focal Case Study:
• Tesla: Model 3
• Beyond Burger: Beyond Meat
• Hidrate: Spark 3 Smart Water Bottle.
Introduction, Sample 1: Hidrate
The Hidrate Inc. Spark 3 smart water bottle is the third-generation smart water bottle from
the company introduced to Australia in May 2019. The value proposition is for the product to
track the consumption of fluids throughout the day so the consumer can maintain a healthy
level of hydration to support a healthier lifestyle (Hidrate Inc, 2020). The target consumer of
the Spark 3 demographics is predominately female in their mid-twenties to mid-forties age
range, professionals, of a middle to high income status with a small family unit. Psychographic
characteristics of the Spark 3 user is they are conscious of personal health, value a healthy
lifestyle and aware of health trends and technological advances for health tracking devices.
Creating a successful marketing strategy to communicate the value proposition for the Spark
3, Hidrate Inc. has used all elements of the marketing mix. There are four ‘P’ elements to the
marketing mix including product, price, place and promotion (Grewal, et al., 2018). A new
product introduction needs an appropriate marketing plan to be set to ensure adequate
market awareness, penetration and to create demand (Luan & Sudhir, 2010).

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Introduction, Sample 2: Beyond Burger
Marketing mix is a set of decisions or activities in response to the target market of a product,
which also refers to as four Ps: product, price, place and promotion (Grewal et al 2017).
Beyond Burger was launched by Beyond Meat to Australia in December 2018 (Beyond Meat
2018). The target market and value proposition of the product was identified in case study
part A. Beyond Burger targeted at nationwide urban and suburban customers, including all
vegan, vegetarian, omnivores and meat-eaters, who pursue a healthier and greener life and
look for good taste and nutrition for a regular meal. Its value proposition is a plant-based
‘beef’ burger that is meatier as it looks, cooks and satisfies like beef; healthier as it is high
protein, low saturated fat, and GMOs, soy and gluten free; and greener as its lifecycle is
resource-saving and low pollution than its competitive meat and meat-free products. This
essay will demonstrate how Beyond Meat would use marketing mix to create value through
the product, set a price that captures the value, deliver the value through placement, and
communicate its value proposition through promotion.
Product, Sample 1: Tesla
Product refers to the physical goods or service that satisfy customer’ needs and wants (Grewal
et.al 2017). A successful consumer product will fulfil a specific need in the market and present
the benefits and features to its end customers. Consumer product can be categorized into
four types, including convenience, shopping, speciality and unsought products (Grewal et.al
2017). Tesla Model 3 is classified into speciality products which offer with unique
characteristics and have strong brand identification (Closs 2009). Although it can be applied
only to certain costumers, speciality product required special purchase effort and have great
impact on customer buying behaviour (Closs 2009). Since Tesla are famous by its electricity
technology such as previous models of fully electronic and solar pane. It builds up and server
a significant group of consumers who are eco-friendly and high-tech fans. In Australia market,
its consumers are willing to order online without seeing the actual product and wait for
several months to be delivered (Bhasin 2018). Marketers of Tesla considered the three levels
of product complexity when designing Model 3, including core benefit, actual product and
augmented product. Firstly, core consumer value is considered to satisfy the basic need of
consumers (Grewal et.al 2017). As a vehicle, the core benefit of Tesla is transportation.

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Second one is actual product identified from core customer value. It involved different
attributes including product features, design, quality level, brand name and packaging
(Grewal et.al 2017; Fisher and McCabe 2019). The branding of Model 3 is already a strong
brand and have a royal brand following. Thus, Model 3 as a new product can share its value
and create customer recognition which is differentiate with marketplace (Closs 2009).
Although its name ought to be called as ‘Model E’ and in rightful position as the ‘E’ in Tesla
car line ‘SEXY’. Tesla failed to apply the trademark. But a strong branding is easily to help
customer to clear the confusion and correct the misperception (Bhasin 2018). Model 3 have
three version include performance, long range and standard plus. It is designed as an all-
wheel drive sedan has dual motors for improved redundancy. The rigid metal structure and
solid centre of gravity design enable Model 3 to achieve 5-star in ANCAP car safety rating
(Tesla 2020). In term of functions, Model 3 provide quickest acceleration which is from 0
to100 km/h in only 3.4 second for performance and efficiency charging battery (Tesla 2020).
More than its famous electric technology, autopilot features allow the normal automatic
functions and introduce full self-driving capability such as Autopark, Auto Lane Change,
Navigate on Autopilot and Summon (Tesla 2020). Since the EVs did not require space for an
engine and gasolines. Model 3 is more clean slate and have sleek skin design. Finally,
associated product is adding to actual product in order to provide additional customer
benefits (Grewal et.al 2017). Tesla Model 3 comes with 4 years or 80,000 kilometres warranty
period and 8 years or 160,000 kilometres warranty period with at least 70% retention of
battery capacity (Tesla 2020). Moreover, Tesla provide 36 Superchargers and over thousands
Destination Charging stations in Australia.
Product, Sample 2: Beyond Burger
Integrated marketing mix is the foundation of marketing theory. It is designed to set a range
of elements that a company can leverage to the purchasing behavior of their targeted clients
(Varadarajan, R 2018). Traditionally, 4Ps institute marketing mix: product, price, placement
(distribution) and promotion. These factors are indispensable for a marketing executive to
synthesize the visible and invisible qualities of a product with the aspirations of the target
groups (SĂvescu, RF 2011). Beyond burger targeted itself to Australian market who has been
increasingly concerned about health issues such as diabetes or obesity and natural hazards

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such as climate change and global resource constraints. It is an opportunity for them to
incorporate 4Ps strategies into their sustainable brand to expand more market shares in a
sustainable long term business.
Product is an essential strategy, companies are commitment to offer a qualified product that
reacts to the needs of its desired target market, it is more relevant to satisfaction or
fulfillment, and a product can be tangible in the form of goods or intangible in the form of a
service (Ozturkoglu, Y 2016). In the context of Beyond Burger (BB), there are three dimensions
involved in to deliver its value proposition to meet its target market. Initially, as a food
commodity, BB is classified into Convenience, Keillor, BD et.al (2002) point out convenience
goods features habitual purchase, little comparison or shopping effort, and convenient
(Varadarajan, R 2018). For example, the BB commodities are readily available at supermarkets
e.g. Coles or IGA stores across Australia (detail evidence proved at placement), consumers do
not require much time or effort to make a purchase decision on, they can grab a burger
regularly at any time once the food is consumed. Secondly, there are three levels of product
complexity’ that applies to BB - core level, actual level and augmented level which help
company reach its business goals. The BB core not only caters for the prevalence of
contemporary health trend but also address environmental concerns globally on the basis of
its soy-protein meat quality combined with beef taste. Branding, packaging and labelling
predominate at actual level in the context of food products -BB. Cheng S (2019) introduces
the main pictorial mark features a bovine with a cape - Super Cow. Colors are a light green
and a black, making it clear that this is a veggie product, simple and clean. An Australian flag
as a cape for Bovine which highlights Aussie market entering. It is a very smart strategy to
slogan on the Super Cow: ‘WE ARE THE BETTER MEAT!’ even though brand their product the
word “meat” rather than meat alternatives, which indicates they may desire to target meat
eater groups as well rather than only limited at vegans. Additionally, a family branding
strategy fits Beyond Meat and gives all of their products have ‘Beyond’ in the name, ranging
from Burger, beef, pork sausage to chicken. This strategy enriches the variety of soy-based
meat menu for diverse consuming groups, in order to meet consumers’ taste and favor of
versatility, and different cooking ways. In regarding to packaging and labeling of Beyond, the
eye-catching design is vibrant - with a strong pack architecture to ensure key information such
as 20G protein count and no soy/no gluten and GMO free are clearly visible on the pack to

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appeal consumers to pick it up from store shelves to have a detail checking when shopping at
meal aisle (Derrick Lin 2016). Due to the environment friendly trend is emphasized, the
feature of recycling packaging is another key selling point, e.g. renewable resources for
cardboard and 100% recycled paper using soy-based inks on print, to align with its sustainable
features of products. (Heller M et al. 2018). As for associated services/Augmented level on
the basis of BB, it can be product support blogs through various social media e.g. Facebook,
continuously posts product campaigns/videos and consumers’ reviews, to maintain
purchasing loyalty (evidence at promotion).
Price, Sample 1: Tesla
The price component of the product mix captures the value of the product. The price is
determined by how much consumers are willing to exchange to receive the value they believe
the product provides (Grewal et al., 2018). Tesla's objective is that the Model 3 is accessible
to the masses, which means that they have a sales orientation.
The costs for producing the Model 3 are widely variable because the cost of the materials and
labour is dependent on the level of demand for the product. The fixed costs of the Model 3
include the cost of the Tesla factory and the ongoing wages of senior-level staff. The
estimated total cost to produce a Model 3 is 42,260 AUD (The Cost of a Tesla, 2020). To get
Model 3 in Australia, it costs an additional $18,657 due to shipping, currency exchange and
Australia’s luxury car tax (Schmidt, 2020). According to these estimated costs, the floor price
of Model 3 in Australia is $60,917. There are no channel members for Model 3, which reduces
the floor price and allow a lower cost for consumers (Grewal et al., 2018). The retail price of
the Tesla Model 3 Standard Range Plus is 73,900 AUD (Tesla Model 3, 2020), which means
there is an 18% mark up. This low mark-up suggests that Model 3 uses a price skimming
strategy. This pricing strategy supports Tesla’s intention to make it the Model 3 accessible to
the masses.
The electric vehicle market is predominantly an oligopoly with a small number of firms
controlling the market. However, the Model 3 is the only affordable, luxury electric car; which
makes the Model 3’s market a monopoly (Stringham, Miller & Clark, 2015). Tesla Model 3 use
price lining, because there are numerous price points for Model 3, which each have different

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features (Grewal et al., 2018). This pricing strategy allows the Model 3 to compete with a
broad range of competitors. The price of the standard Model 3 is comparable to hybrid cars
(Shahan, 2019). Price lining allows consumers who seek status to pay more for luxury
features, which increase the price to be comparable to other luxury cars (Singleton, 2017).
There is an increasing demand for electric vehicles in Australia because many consumers
prefer environmentally friendly products (Hoyer et al., 2018). There is sufficient demand for
the Tesla Model 3 in Australia, with over 5,000 Australians owning a Model 3 in November
2019 (Matousek, 2019). Consumers of the Tesla Model 3 are not sensitive to price. The price
of the Model 3 has changed numerous times since its release and the demand has stayed
relatively consistent (Guthrie, 2020; Mitchell, 2019). Advances in technology allowed the
invention of Model 3 and reduced costs. Model 3 is only possible due to a decrease in the cost
of lithium batteries (Bilbeisi & Kesse, 2017). The internet allows Tesla to reduce its costs by
reducing the number of channel members.
Price, Sample 2: Hidrate
Price can be defined as “the overall sacrifice a consumer is willing to make to acquire a specific
product". Pricing is an integral part of the value proposition, and consumers often consider
price as one of the most important factors in their decisions to purchase goals (Grewal et al.,
2017). Therefore, setting the appropriate price for a product is critical to lure customers. The
5Cs of pricing are the cornerstone of a successful pricing strategy – company objectives, costs,
competition, customers, channel members goals (Grewal et al., 2017). The price of
HidrateSpark 3 in the Australia market is set as AU$104.21 at Amazon.com.au (2020) to
AU$109.95 at ebay.com.au (2020) compared with its main competitors ICEWATER 3 in 1 at
AU$51.14 and Thermos Hydration bottle at AU$ 66.99 (Amazon.com.au 2020). As the much
higher price suggests, the first two Cs are the focus for HidrateSpark. Company objectives
refer to the pricing of products should benefit the firm to reach its overall goals, and each
company has their objectives to attain its goals (Grewal et al., 2017). For HidrateSpark 3, the
most possible company objectives are shown in the table below:

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Company Objective Pricing strategy
Profit – oriented The high technology market is extremely
dynamic these days, and the high price
would help it recover quickly enough
research and develop costs of the product
and makes a profit before the market is
saturated with alternatives (Dovleac 2014).
Customer-oriented Target a market segment that highly values
a particular product benefit and set prices
relatively high (Grewal et al., 2017).
HidrateSpark 3 as a product to help achieve
better health is most likely to be valued by
its targeting market of customers.
Product costs set the floor (the lowest) standard for prices. To sensibly determine a profitable
price, companies must have good knowledge of their cost structure. However, costs should
not be the most important concern in the pricing strategy. Because consumers purchase
based on the perceived value (value refers to the benefits of the product the customers can
receive (Ellis, Kwofie & Ngadi 2019). Customers are not necessarily always appealed by a low
price. Price indicates the quality of goods and services to a degree, a low price may signal poor
performance, low quality, or other negative attributes (Grewal et al. 2017). Before setting a
price, the firm must choose the strategy related to the target market and product positioning
(Dovleac 2014). By setting a relatively high price, HidrateSpark aligns the bottle’s price with
its positioning as the “world’s smartest” water bottle in the market and indicates its good
quality (HidrateSpark 2020). Market penetration and price skimming are two pricing
strategies for a new product. Market penetration refers to setting the price very low to quickly
boost sales, profits and market share (Grewal et al. 2017), but the strategy of entering a
market with a low price to gain profit and build market share is not appropriate for high-
technology products with high start-up costs and low demand. These products “skim” those
who are willing to pay a high price for cutting – edge technology (Moore & Pareek 2010). As
its price implies, HidrateSpark 3 as an innovative high-tech product used price skimming.

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Placement, Sample 1: Tesla
Placement is about to ensure a product or service is available in the right quantities and at
the right location in the right time (Grewal et.al 2017; BĂLTEANU 2019). It includes all
activities that used to deliver the goods to end-consumers. Marketing channel is to bridge the
gap between manufacturer of a product and its customer, including direct selling, indirect
channel, hybrid distribution and reverse channels (Grewal et.al 2017). Direct selling is to sell
products directly to consumers instead of going through an intermediary (BĂLTEANU 2019).
Unlike the traditional automakers cooperate with many dealers, Tesla apply the direct selling
approach to sell its new cars through Tesla-branded stores and online (Dow 2020). Tesla
operate all the sales and marketing activities online rather than generating a dealership
network. Customers can get information and know about Tesla from its branded stores which
located in big malls. Booking a driving test on its website. Most of time, Tesla only allow
customers order and purchase a new car online. On its website, customers can customize
their vehicle. This approach helps company to build their brand relationship with customers
and allow them to acquire customer data (Stolze 2015). Although the order might take a few
weeks to be delivered, customer can view all delivery information by log in the Tesla account
online (Dow 2020). Tesla worked with Cox Enterprises-owned Manheim and Kar Auction
Services to deal with lots of used cars in the U.S (Kolodny 2018). It might be a plan for building
a retail channel to handle used cars in Australia in the future.
Distribution intensity is to measure the level of availability of a product in the market selected
by the marketer. It depends on many factors, including size of market segment, pricing,
production capacity and number of product service required by consumers (Stolze2015).
There are three types of distribution include intensive, selective and exclusive (Grewal et.al
2017). Exclusive distribution allows only one or very few outlets to sell products. Tesla will be
a case of exclusive distribution, only sell its new vehicles in company-own stores. It helps
company to focus on and in control of product’s quality and easily operate penetration
strategy (Stolze 2015).
Placement, Sample 2: Hidrate
According to Grewal et al. (2017), Place “includes all activities required to get the right
product to the right customer when that customer wants it”. Marketing channel

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management, also known as supply chain management, is that companies adopt a set of
approaches to cooperate seamlessly with their manufacturers, suppliers, warehouses, stores
and transport intermediaries to produce and distribute the right merchandise in the right
number to the right place at the right time, and to minimise costs within the system while
satisfying the needs of consumers (Grewal et al. 2017). Marketing channels matter as it makes
transactions more efficient and effective and increases value for customers (Grewal et al.
2017). HidrateSpark 3 uses both direct and indirect channel marketing in its main market (in
this section, only the US market is discussed). and those channels are mainly e-channels. E-
commerce increases the value of information and the consumer interface as online channels
can precisely track information of individual customer behaviour (Clemons, Gu & Row 2000).
Through the direct channel, customers can buy the product directly from the company’s
official website. Direct marketing can address the challenge of crowding in markets for
consumer goods and reduce channel member conflict (Filser 1991). Consumers also can buy
it through intermediaries including Apple’s US online site and stores with exclusive colors only
for Apple (apple.com 2020), and online retailers including Amazon, eBay, but not retailers like
Target or K-mart. When choosing retailers, HidrateSpark uses selective distribution intensity,
which is between the intensive and exclusive distribution strategies, and it only selects a
handful of retailers in a territory to sell products, and a seller can keep an image that the firm
would like to maintain and control the flow of merchandise into an area with Selective
distribution strategy (Grewal et al. 2017). Binding the product with prestigious brand like
Apple would significantly enhance its positioning and brand equity. In return, HidrateSpark
offers exclusive color choices for Apple: Three colors (white, yellow and dark red) are only
being sold via Apple. It highlights the specialty of Apple. Besides, on Apple's website, the
function of the bottle to connect to IOS devices including Apple watch is underlined, thus it is
a win-win business cooperation for both HidrateSpark and Apple. Selling on Amazon and eBay
helps it easily enter markets overseas like Australia without the need to set specific teams
and facilities to handle overseas transactions as well as increases its exposure on the local
market (Raj & Pandey 2019). It also benefits the end consumers in many ways. From a
customer perspective, the advent of new marketing channels has offered them new
opportunities to transact and communicate with the firm (Cao & Li 2015). Customers can have
easy access to the product regardless of where they live, especially for those out of the US.

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Promotion, Sample 1: Tesla
Promotion refers to activities by a marketer to communicate product value to potential
customer (Grewal et.al 2017). It offers information for customer, help them to make a
purchase decision and remind customers to repurchase. Integrated Marketing
Communications are approaches that used to work together in harmony to send a message
to public in order to attract customers and build brand awareness, including advertising,
public relations and sales promotions (Grewal et.al 2017). For Tesla, the core message it wants
to deliver would be its mission and the necessary of electric vehicles with high performance
(Tesla 2020). Digital marketing is about to utilize a various digital technology to promote the
product and brand, like social media and search engines (Grewal et.al 2017). In this case,
social media as a digital media marketing tool plays a big role in Tesla promotion strategy.
Tesla’ CEO who is an influencer, Elon Mush, have huge followers base in Twitter and
Instagram. He is active on various social account to share his ideas of company and increase
brand awareness (Becić 2018). He also actively participants in interviews and talk shows which
is useful to obtain positive visibility. Moreover, Tesla also apply various social media, like
Facebook and YouTube channel to introduce the product and attract customers. The quick
response and active engagement allow the company successfully to connect with a huge
group of followers (Becić 2018; Tim and Kim 2019). Official website is one of important tools
as well. Tesla operated an innovative designed website to display all
information of product and promote the market (Tesla 2020).
Tesla did not spend any in advertising rather approved a budget for Word of Mouth and
Referral program. Word of Mouth Marketing is to allow user to share their positive thoughts
and satisfaction with the brand (Tim and Kim 2019). It encourages natural word of month but
also promote online business’s social exposure (Becić 2018). Referral marketing is focus on
target an individual in order to persuade him to refer the product to his friends and
acquaintances (Becić 2018). These promotional strategies combined with social media greater
increase the public awareness of Tesla (Tim and Kim 2019). Moreover, Tesla conduct a series
of activities to build public relations. Public relation is about to create a goodwill between
company and customers (Tim and Kim 2019). It obtains mass brand awareness by helping the
media releases and blogs. Surcharging stations is one of good instances of its public relation
activities. In Australia, there are more than hundreds of surcharging stations on highways and

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destination chargers at hotels, restaurants and hotels (Dow 2020). By doing so, Tesla create
with convenience for its users and build a positive brand image. The Showroom which is used
to display the cars located at big malls (Dow 2020). It introduced the company’s advanced
technology and educated EVs to customers. It is an effective way to build a strong brand
identify of high-tech and eco-friendly.
Promotion, Sample 2: Beyond Burger
Promotion is communication that informs, persuades and reminds potential customers about
a product’s benefits to enhance customer perceived value and elicit a response (Grewal et al
2017). Integrated marketing communications (IMC) represent the promotion, it is defined as
incorporating a variety of communication tools ‘to provide clarity, consistency and maximum
communicative impact’ (Grewal et al 2017). Consistent and continue positive message
sending is crucial to achieve marketing success because it will influence customers response
from awareness, preference to conviction and affect customers’ favorable attitude and
purchase motivation (Kailani 2012). IMC would send the consistent message through allbrand
touchpoints. Touchpoints are ‘any brand contact with potential to deliver a message’ (Grewal
et al 2017), and some typical touchpoints of Beyond Burger are public speaking, email, social
networks, website, seminars and media release. Through IMC, Beyond Burger communicates
a consistent core message that ‘it is a new breed of burger – build from plant’ which is ‘the
future of protein’ (Beyond Burger 2020).
The firm has used public relations, sales promotion, direct marketing and digital marketing as
IMC tools. Public relation is the communication activities designed to build and preserve
positive brand image and public relationship (Mikáčová & Gavlaková 2014). Beyond Burger
has extensively used public speaking in the form of seminar or interview on the global
platform such as Bloomberg Technology (2019), ideacity (2017), Goldman Sachs (2019), etc.
The company involves media relation in the form of news releases on Today, BuzzFeed and
BRIT+CO to generate news coverage of the brand(Beyond Meat 2020). Beyond Meat also invite
global celebrities and influencers to be the ambassadors of the brand CSR program, Feed A
Million + (Beyond Burger 2020), which not only promote the product through posts of these
influencers but also communicate a positive and socially responsible brand image to the
public. Public relation is an effective method in shaping strategic messaging and successful

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branding (Mikáčová & Gavlaková 2014) as it is of high credibility to build trust with many
prospects. Sales promotion is short-term incentive that encourage the purchase (Grewal et al
2017). The company website provides a ‘$2 OFF’ coupons to stimulate demand and
incentivise purchase (Beyond Meat 2020). Direct marketing, delivering promotional materials
individually (Grewal et al 2017), has been used in the form of email to remind the customers
and develop lasting customer relationships. Digital marketing is the focus of Beyond Burger
marketing strategy, which is promotion through digital channels like website, blog and
especially social media. The brand social media account was printed on the package of Beyond
Burger as mentioned in the first P product. On these digital channels, the brand regularly
shares quality content like products information, ambassador promotion video, tempting
recipes, public presentations, etc., and customers can directly interact with the brand by
commenting the posting. Digital marketing is a powerful IMC tool because it can facilitate
customer engagement by involving, listening and responding to the customers and build long
term customers relationship.
Although Beyond Burger extensively use the internet to deliver its messages, surprisingly,
there is little evidence of using advertising, ‘A paid form of communication from an
identifiable source’, specifically internet advertising like YouTube short video ad inserted in
the contents. Internet advertising could be linked to detailed content and allows for specific
targeting through viewer preference algorithm (Grewal et al 2017). Beyond Burger has missed
the opportunity to reach boarder area and create awareness through internet advertising.
Conclusion, Sample 1: Hidrate
Overall, the company HidrateSpark has effectively executed well-managed strategies on the
4Ps of the marketing mix based on the current market environment, which has greatly
contributed to its success to grow to the leading global brand in the smart water bottle
category and a multimillion-business over the past a few years (HidrateSpark 2020; pitchbook
2020). The product it produces creates the core value, and the price it sets reflects its
positioning and captures the value, and the marketing channels it uses effectively delivers the
value and solidifies its positioning, and the IMC campaigns it employs convey its consistent
value proposition. However, what has been discussed in the ‘product’ section is how
increasing product line depth and product mix breadth can help companies to meet customer

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needs, capture new markets and increase sales. HidrateSpark 3 is the only product the
company is currently producing. The advantage is that the company can focus its all resources
to market it. On the other hand, it might be extremely risky to put all the resources to one
product as any failure of the product would mean a great impact on the whole company.
Another recommendation for the product is about its package. Even though the design of the
bottle is great and as mentioned earlier that the package is less visible as it is mostly being
sold online, it would be a good idea to put more thought on it to align with its positioning as
high-end smartest bottle instead of using a plain, brown carton box.
Conclusion, Sample 2: Beyond Burger
Beyond burger's current marketing mix targets a specific and narrow segment of consumers
in Australia. It effectively reaches the target consumers - who are high income, health
considered, and/or value animal welfare. However, there are limitations on its pricing,
placement and promotion strategies which drags it away from winning the Australia market.
For the pricing strategy, Beyond Burger currently targets high-income customers with its
premium price. Facing the local competitors who offer similar plant-based burger patties with
a lower price. Beyond Burger potentially loses a considerable portion of the low to middle-
income earners due to its pricing position, especially the young consumers who will be the
mainstream of the vegan/vegetarian community in Australia. Data shows the two main
reasons people choose a vegetarian/vegan lifestyle is health reasons and animal welfare,
where, low-income earners (42%), men (34%), born abroad (33%) cited health reasons while
higher incomes (49%), women (41%), born Australia (39%) cited animal welfare (Sutton 2019).
Beyond Burger as one single product, could not sufficiency serve two different types of
consumers with different income, culture background and gender.
For the placement strategy, Beyond Burger appears low in stock in its two major retailers:
Coles and IGA. If consumers are not able to get the product when they need it, it is hard to
enter the market. This stock issue is related to its supply chain management. As the
manufacturer is located overseas in CA, USA, there are variables such as logistics cost,

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temperature control, inventory management, which all need to be considered to have a
sufficient stock level.
For the promotion strategy. Firstly, using a more localized approach in its promotion activities
allow the product to reach more potential customers, the traditional meat burger consumers
in Australia in particular. Secondly, little promotion work on pricing has been done to attract
new customers. It appears only in IGA online stores, it shows a promotion price of $7.99
instead of the original $12.00 per package.
To conclude, I recommend Beyond Burger reconsider its product line design, to have more
products in the product line that target consumers with different levels of needs, applying a
localized advertisement, and possibly a better placement strategy by adjusting its supply
chain management. In this way Beyond Burger will reach a broader segment of customers
and eventually win the market in Australia.
Reference List, Sample 1: Tesla
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Approach the Four P's, but the Basics Are Still There. ABA Banking Journal,.
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Falát, L. and Holubčík, M., 2017. The Influence of Marketing Communication on Financial Situation of
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