Food Marketing: Developing a Marketing Strategy for V Energy Drink in Australia

Running head: FOOD MARKETING
Food marketing
Name of student
Name of University
Author note

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FOOD MARKETING
Table of Contents
Introduction......................................................................................................................................3
Analysis of industry and product.....................................................................................................3
Targeted market segments...............................................................................................................6
Consumers’ buying behaviors and decision making process..........................................................7
Marketing mix...............................................................................................................................10
Marketing activities and strategies to influence consumer decision making process....................12
Conclusion.....................................................................................................................................14
References......................................................................................................................................14

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FOOD MARKETING
Introduction
The report is prepared to discuss about the development of a food marketing strategy for
a particular branded product within the food and beverage industry of Australia. The branded
product chosen here is the V Energy Drink in Australia introduced by Frucor. The purpose of the
report is to identify the key market segments where the product can be successful along with the
factors contributing to the influencing of consumer buying behaviors. To manage this, it will be
important to analyze the industry and target market segments, identify the buying behaviors and
decision making by consumers, conduct the marketing mix and manage the marketing activities,
which will assist in developing the most effective marketing strategies required to make the
product successful in the marketplace within the emerging food sector in Australia through
obtaining of knowledge and information regarding the consumers’ buying decisions
(frucorsuntory.com 2018).
Analysis of industry and product
The food sector in Australia is quote large and it has helped in making the energy drinks
companies survive in the killer competitive environment with much ease and effectiveness.
Frucor, also known as the Frucor Suntory is a leading Australasian drinks company and has been
a market leader in delivering good quality energy drinks all over Australia and New Zealand.
The Sports drink sector in Australia has been categorized into Liquid Ready to Drink and the
market segments are divided into regular and sugar free. Based on various researches and
surveys, it has been found that the total volume of sales for the sports and energy drinks has
increased by more than 12 percent in the past few years, which shows consistent growth until

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FOOD MARKETING
now (Kelly et al. 2015). Due to this, the unit process has also increased to A$6.83 per liter for the
energy drinks and the production units have also focused on effective marketing strategies and
techniques to foster promotional activities and advertisements for enhancing the sales revenue.
Figure: Energy drink market size (Kelly et al. 2015)