Marketing Communication for Bickford's Australia's new product EnCola

Running Head: Marketing Communication
Bickford’s Australia
Marketing Communication

Marketing Communication 1
Table of Contents
Background......................................................................................................................................2
Identification and Rationale for the idea.........................................................................................2
Situational Analysis.........................................................................................................................3
SWOT Analysis...........................................................................................................................3
Marketing and marketing communication objectives......................................................................3
Target market...............................................................................................................................4
Recommendation of marketing communication strategies..............................................................4
Positioning strategy......................................................................................................................5
Marketing communication tactics................................................................................................5
Action plan...................................................................................................................................6
Part B Marketing Communication piece.........................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Marketing Communication 2
Background
Bickford's Australia is an Australian soft drink manufacturing company. Company was owned
by Kotses family in 1999 and has established its brand image in the Australian market as
Bickford's Australia. Company has limited product offering and with the help of these products,
it has penetrated the Australia market. Mainly it produces traditional cordials, iced coffee mix
and varieties of soft drinks. These products are manufactured by A. M. Bickford & Sons and
founded by Anne Margaret Bickford in 1864. In 2006, Bickford’s lime juice cordial become the
National Trust of South Australia as a Heritage Icon.
Company is now expanding its product offerings to target health conscious people because
people are switching towards healthy drinks and fruit juices. In relevance with targeting health
conscious people, organization has planned to launch a new product. This drink will be
manufactured without any preservatives, artificial flavours and without adding chemicals. The
drink will be an energy drink in various fruity flavours and that too in zero calories. In the first
phase of product launching, Australian market will be targeted demand for healthy drinks are
high. To attract the audience, name of the product will be ‘EnCola’.
Identification and Rationale for the idea
The idea of EnCola is originated from the demand of healthy and fruit drinks amongst the target
audience. Demand for carbonated drinks is declining day by day and major reason behind this is
that consumers have replaced soft drinks with fruit juices and low calorie drinks. Thus, with the
objective to maintain and defend its acquired leading position in the soft drink industry,
Bickford’s Australia has decided to launch a new product in the Australian market. EnCola will
be the most suitable drink for all age group segments along with health conscious people (Eling,
Langerak & Griffin, 2015).
From last some years, it has been recognised that fresh fruit juices and energy drinks are taking
over the market of cola and other carbonated soft drinks. Bickford’s Australia has identified the
reason for their declined revenues and profits. This has ultimately affected organizational
goodwill in the target market, thus, organization has decided to launch an energy booster for
regaining its lost position in the market along with boosting up its revenues and profitability to

Marketing Communication 3
attain sustainable growth and development objectives (Kazmi, Naarananoja & Wartsila, 2016).
As people are becoming aware regarding the consumption of healthy drinks and fruit juices
because there are lot of consequences which a consumer needs to face after consuming cola
drinks such as weight gain, intake of high amount of sugar at one time, etc. Thus, the idea of
EnCola will help Bickford’s Australia to establish its effective image amongst health conscious
people especially. Though, rationale for the idea of manufacturing a healthy drink is dynamic
consumer behaviour and in relation with EnCola, organization has set up its mission as “an
energy booster without any artificial flavours” (Tukker & Tischner, 2017).
Situational Analysis
Situational analysis is the tool through which managers could identify strengths and weaknesses
of the organization in relevance with the threats and opportunities of the internal as well as
external business environment. Mainly this includes competitors, their strategies and the
marketing conditions of the business environment.
SWOT Analysis
Strengths
 Brand recognition in Australian market
 Customer loyalty due to their products
 Bickford’s Australia is known for
producing traditional drinks (Zhu,
et. al., 2018).
 Varieties of product offering
 Bickford’s lime juice is known as the
Heritage Icon.
Weaknesses
 Growing health conscious consumers
 High number of substitutes availability
 Low product offering
Opportunities
 Expansion in the new markets
 Approaching health conscious people
with healthy drinks
 Organization could collaborate with
small or big players of the industry to
Threats
 PepsiCo and Coca-Cola will be the
direct competitor with same product
offerings
 Strong competition in all geographic
regions