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Introduction To Marketing - Sample Assignment PDF

   

Added on  2021-06-17

16 Pages3886 Words35 Views
Running Head: Introduction to Marketing BURLEIGH BREWING COMPANYIntroduction to marketing

Introduction to Marketing 1Table of Contents1.0Introduction...........................................................................................................................21.1Identification and description of new product..................................................................21.2Market segmentation and targeting...................................................................................21.3Positioning Statement and Perceptual map.......................................................................2Perceptual map.............................................................................................................................31.4SMART Goals...................................................................................................................32.0Product..................................................................................................................................42.1Product Layers..................................................................................................................42.2Type of product.................................................................................................................42.3Branding strategy..............................................................................................................42.4Packaging..........................................................................................................................42.5New Product development process...................................................................................43.0Place......................................................................................................................................53.1Channel structure..............................................................................................................53.2Factors affecting channel choice.......................................................................................53.3Levels of distribution intensity.........................................................................................53.4Retailing............................................................................................................................53.5Benefits of Retailing.........................................................................................................54.0Promotion.............................................................................................................................64.1Goals of Promotion...........................................................................................................64.2Promotional mix................................................................................................................7Product......................................................................................................................................7Place.............................................................................................................................................7

Introduction to Marketing 2Promotion.................................................................................................................................7Price..........................................................................................................................................74.3Integrated marketing communication...............................................................................74.4Factors affecting promotional mix....................................................................................74.4.1Push and Pull strategy................................................................................................85.0Price......................................................................................................................................85.1Pricing Objective...............................................................................................................85.2Target market perspective.................................................................................................85.3Competitors pricing...........................................................................................................85.4Basis for pricing................................................................................................................85.5Pricing strategy and tactics...............................................................................................95.6Determining final price.....................................................................................................96.0References...........................................................................................................................10

Introduction to Marketing 31.0Introduction 1.1Identification and description of new productThe Burleigh Brewing Company is a brewery company situated at Gold Coast, Queensland,Australia. Company was founded in 2006 and in a very short period of time, organization hasdeveloped its effective image in the domestic as well as in international brewery market. It ismainly known for producing craft beer and market of craft beer is rapidly increasing in Australia.Thus, in order to defend the acquired position in the brewery industry, organization has plannedto launch a new product through which company’s market share could be enhanced along withdetermining the opportunities for gaining competitive advantage in the target market (BurleighBrewing, 2018).With the help of product development theory, organization has planned to introduce a new beerin the market. Motive of this beer is to provide refreshing and relished experience to itsconsumers and for the same, quantity of alcohol in this drink will be less in comparison withcompany’s previous product offerings. New product idea has been invented due to companiesless involvement in the craft beer market and existence of large companies in craft beer market.Primary motive of this beer will be meeting with the expectations of beer lovers in Australianmarket as well as to provide them a unique refreshing and energising drink. 1.2Market segmentation and targeting Segmentation is the technique to segregate big market into small segments so that particularniche market could be identified in relevance with organizational new product. In relevance withthe refreshing beer which will be soon launched in Australian market, target audience will besegregated on the basis of age, gender and on income group basis (Steenbeke, Gevaert, Tuleasca,Engels, Van Den Berge, Poels & De Ridder, 2015). Apart from this, major target audiencesegment will be people aged 18 to 45. This is because people in this group require morerefreshment after a long tiring day. Moto of refreshing beer is also providing refreshing andrelished experience to its consumers. Potential target segments for refreshing beer will be:Demographic: In terms of demographic segmentation, both female and male agedbetween 18 and 45 years will be targeted (Craft & Hassan, 2015).

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