Brand Management

Running head: BRAND MANAGEMENT
Brand management
Name of student
Name of University
Author note

1BRAND MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Company overview....................................................................................................................3
Market research..........................................................................................................................3
SWOT analysis...........................................................................................................................3
Issues related to brand................................................................................................................4
Brand related initiatives at strategic level..................................................................................4
Brand positioning and extension............................................................................................5
Differentiation attributes............................................................................................................5
Brand management initiatives at tactical level...........................................................................6
Brand designing......................................................................................................................6
Packaging...............................................................................................................................6
Communications.....................................................................................................................6
Development of products...........................................................................................................7
Approaches to increase engagement of clients..........................................................................7
Recommendations for BEGA Cheese to plan actions................................................................7
Conclusion..................................................................................................................................8

2BRAND MANAGEMENT
Introduction
The report is prepared to demonstrate about the management of a brand considering
the business organisation named Bega Cheese in Australia. The management of a brand is an
essential aspect of marketing that has been aimed at enhancing the value perceived by the
brand, furthermore, develop an effective strategic plan required to maintain brand equity as
well as manage value creation. It can be done by assessing the market conditions, targeting
the right market segments and by working towards a common goal and shared vision for
meeting the needs and preferences of the customers with much ease and effectiveness
(Rosenbaum-Elliott, Percy & Pervan, 2015). The brand extension will also allow for
introducing a new product in the market, furthermore manage differentiation, proper
packaging and position too.
Company overview
Bega Cheese is a dairy based company in Australia that has managed the delivery of
good quality dairy products for catering the needs and requirements of people. The
headquarters of the company is present in Bega, Australia. Considering the topic of the
assignment revolving around the brand related aspects. The fast growing dairy company has
aimed at gathering enough financial amounts, i.e., nearly $250 million for managing
expansion of brand to become one of the largest dairy processing companies in Australia
(Begacheese.com.au, 2019). The company’s focus on raising the capital can allow for brand
extension as well as facilitate the management of strategic plans required to enhance the

3BRAND MANAGEMENT
brand effectiveness, furthermore, ensure proper brand differentiation, positioning and other
brand management initiatives at both strategic and tactical levels.
Market research
The market research evaluates the condition of dairy market in Australia. The country
has produced a wide range of dairy products such as milk, cheese, butter, yoghurt and others
with Victoria, being the major area where milk has been produced. Australia, being one of the
largest dairy exporter with over 50 percent milk products being exported, has experienced
some major issues with the presence of international competitors (Heding, Knudtzen &
Bjerre, 2015). The dairy industry in Australia possess a good amount of market share and has
contributed to the growth in economy of the nation too. Due to the presence of competitors,
Bega Cheese, Australia aims to manage brand extension for making a mark within the
industry, furthermore ensure introducing new product lines for attracting new customers and
generate higher revenue (Begacheese.com.au, 2019).
SWOT analysis
Strengths
 Consistency in the development of
new products, especially the new
Bega Extra Tasty flavoured cheese
item made available in the market,
Weaknesses
 The profitability ratio is much lesser
than the average ration and
percentage within the industry.
 Lack of choices and options for the

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which ensures consistent innovation
all throughout
 The expenditures on raising capital
has helped in generating good rate of
return on the investments
 The networks for distribution of
products and services is strong,
which has improved the ability to
market as well
 Bega Cheese possesses a strong
brand portfolio
 The automation of business
activities has streamlined the
business operations and developed
an effective supply chain for smooth
flow of goods, materials and
resources required to facilitate the
process of production (Santos-
Vijande et al., 2013).
customers
 Poor marketing techniques have
resulted in lack of brand positioning
and poor value proposition
 The demand forecasting is not much
effective
 Lack of investments done for the
research and development, which
has hindered innovation
(Begacheese.com.au, 2019).

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Opportunities
 The new policies and laws regarding
taxation can open up new scopes for
gaining profit
 The new flavoured cheese item
introduced in the market can
facilitate creation of new
opportunities and draw in new
clients
 The reduced transportation cost and
decrease in shipping price can also
lower down the cost of products,
furthermore influence consumers’
buying behaviours (Kelly,
Jugenheimer & Sheehan, 2015).
 The green initiatives by Government
has created new scopes and
opportunities for Bega Cheese to
promote sustainability and
management differentiated pricing
Threats
 The competitors pose serious threats
to Bega Cheese
 The demands for high profitable
dairy items are often seasonal, which
may affect the business
 Lack of consistency in introducing
products that are innovative
 The rising price of raw materials and
resources can affect the pricing of
products
 The lack of skilled and
knowledgeable workers can also
cause major threats, leading to poor
work performance and poor revenue
generation (Du Preez & Bendixen,
2015)