Marketing Principles: Segmentation, Sub-Branding, SWOT Analysis, and Advertising

This report explores the marketing principles of segmentation, sub-branding, SWOT analysis, and advertising in the context of Lewis Road Creamery's chocolate milk brand in Australia. It includes a segmentation table for flavoured milk, rationale for the segmentation variables used, sub-branding strategies, SWOT analysis, and recommendations. The report also provides an example of an advertising Facebook post for the proposed brand of chocolate milk.

Marketing principles

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Draw a segmentation table for the flavoured milk in Australia and provide rationale for the
segmentation variables used........................................................................................................3
Lewis’s road creamery entering sub branding strategies;............................................................5
Develop Swot analysis for Lewis Road Creamery chocolate milk brand and recommendations
.....................................................................................................................................................6
Develop an advertising Facebook for the proposed brand of chocolate milk in Australia..........7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The marketing of dairy product is most crucial aspect of company strategy will be helpful
for determining the competition and audience. By the help of establishing the parameters, that
can easily get decide the aspects of dairy business in order to highlight the most effective place
in order to advertise and capture the target audience (Ansari, and et.,al. 2017). Now, in the
context of the report, Lewis Road creamery a chocolate milk company draw the segmentation
table for the flavoured milk as well as using the sub – branding strategies as well as giving some
of the recommendation for company.
MAIN BODY
Draw a segmentation table for the flavoured milk in Australia and provide rationale for the
segmentation variables used
The Lewis Road creamery milk company is global dairy product, this contains the several
items are related from the skimmed milk powder, butter, cheese chocolate milk, yogurts. By the
help of distribution of supermarket and hypermarket convenience stores.
Segmentation table
Market overview The Lewis Road creamery is the chocolate
milk company is related to the early food
category, that is become expected to grow at
high. The company is one of its early food
categories is adopted by the mankind and a
crucial part of human nutrition as the, major
focus of product is on chocolate milk because
now a days youth almost like the, flavoured
milk. as well as there are also various health
benefits has been motivating population of all
segments (ERICKSON, 2019). Because
flavoured milk is considered as the package of
nutrients essential for human body and a major
source of calcium.so, while the company wants

to expand in Australia, these are the major
things will be focused while influencing the
customers.
Market dynamics There are nutritional benefits offered by milk
products is related to major driver for growth
in other country like Australia. because the rich
contents of vitamins, minerals and proteins
present into the flavoured milk (Eswari, and
et.,al,2020)The other reason for growth of
flavoured milk products, due to rising of
customer spending as well as growing
population of Australia and their preference in
nutritional rich food products. However, there
is also rise veganism and plant- based eating
preference of vegetarian population of
flavoured milk products, that is totally become
associated with consumption of milk and key
points of expanding its business.
Market segmentation The Lewis Road creamery is producing a
liquid milk and flavoured milk is now a days a
major dairy food that is rapidly focused to
rising their health consciousness and living
standards of consumers as well as infants are
the key promoters of milk market in the form
of infant as well as baby milk. The growing
supply of flavoured milk will also support the
growth in segment according to the statistics of
the food and agriculture (Goldberg and et., al
2018). Apart from this, country Australia, is
focused to growing retail business of flavoured
milk products. As well as company is also plan

to focus to open various convenience stores
that is become holding a significant role in
sales of dairy products.
Market regional segmentation By the help of geographical research, the
flavoured milk market is segmented into north
Australia, south Australia. As well as The
Lewis Creamy Road is become highly
consolidated at the top levels of company such
as nestle, Danone. Apart, from this company is
get focusing on leveraging and acquisition to
enhance its market share (Lima and et., al
2019).
Lewis’s road creamery entering sub branding strategies;
The Lewis creamy road, is using the Kiwi approach that will belongs to the great race of
export. The view of company is to build its solid export business to have a solid domestic
business, so, this will be the right approach of or stage to focus on business. This will be said
that, they have just started to put out to feel in Australian market.as well as the New Zealand
market will be get dominated by Fonterra, that get emphasis on several commodities and export.
They are get focused on local market but their approach of their product line to deliberately get
focused on quality, as well as quantity. So, the focus has been get achieved by the end of
products and at not means of productions. The company is using its third-party production for
everything and get focus to achieve the unique strategies for upgrading the products. The Lewis
creamy road is also focused on packaging of strongest medium. The company is doing focus on
its original butter packaging. The company is wanted to look neither modern nor very old
fashioned. However, the new packaging design is fast and painless procedure (Perotti, and et.,
al2019). And other strategies they are using social media. This is really useful strategy for the
company in their promotion to become successful brand. There is no doubt company not able to
achieve its target without the help of social media. The company is really get closed to 100,000
Facebook likes and try to treat all hurdles as the company have policy that any of the queries by
any of customer is getting responded within two hours. Apart, from this company is also getting

focusing on the quality above all of the things. This is better by everything if any comparison
will be done. The brand is not focused to apply ‘mee too’ products but ultimately that makes the
product devalue the company brand and takes a whole thing to creating it as same (Qi, and et.,
al2018). However, apart from these strategies company is also following this approach is as
follows-
 Always to become open for new opportunities and partnership with Whitaker
chocolate with the research of breast cancer and research of ‘breast milk’ campaign
these are the initiatives that may considered as quiet and will become risky. As the
challenger the company is need to become explore its open ideas and sometimes will
takes risk that will be more often as well as willingness to serve well to each and
every customer.
 The company is committed to make better products. This is the areas where are some
of the leader brands already exists as they are go for volume and getting higher
margins. As this is an area of company to challenges that can sometimes win.
Develop Swot analysis for Lewis Road Creamery chocolate milk brand and recommendations
The Lewis Road creamery chocolate milk Swot analysis is as follows-
Strength of company- There is exceptional growth of company in their past years. The
company is adopting its adaptive and evolutionary mechanism. The company Lewis is making
many investments while expansion of its products in Australia as well as company is getting
focused to become justify its position in order to achieve their records, also company comprise
the large production capacity of brand for doing its co-operative marketing of Milk. Apart, from
this Company Lewis Road creamy has positioned itself as the market leader of New Zealand
because of its flavoured milk as well as company has its brand recall for many customers
because of its genuine quality of flavoured milk (Ramírez-and et., al 2019).
Weakness of company- The flavoured milk brand is facing its internal crisis in order to
advertise its products by their rival customers. These are the promotions, that did not go
unnoticed by one of their competitors. Apart from this operational cost is really enormous thanks
to its huge structure. This has become liability for company Lewis Road creamery as their
multiple experience in pricing changes. As well as company Lewis does not have an effective
mechanism in place to face of these challenges that is become risky for its supply chain.
However, the Lewis Road creamery company is dealing with also, with diversified products

variety but this will not experience similar success in their other productions. although, that is
not reached as similar success in comparison to the flavoured milk. As for example- the
chocolate products that have not been reached as the same level of success in comparison to
flavoured milk.
Opportunities of company- The company Lewis has the capacity to explore its reach
within the international market. This can access more of the Asian market in comparison to its
neighbouring countries to other regions and can operate to them accordingly. The company
international exports can increase its margin and their turnover quickly.
Threats of company- The company threats are mainly get concerned with increasing the
faces of fierce competition on the market place, there are more and more company and its brand
for both local and foreign that are invading its market and will overtaking their sales. The
company like kwality walls. Mother dairy. London dairy and havmor are few names that is
directly get threatens the business of company Lewis driven. as well as there is also sometimes
negative media coverage that has not been beneficial for Lewis driven company for their
operations. This will be get affected its sales and forced them issues for getting the unwanted
attention of media (Sheridan and et., al 2019).
Recommendation
The swot analysis of Lewis driven company makes this clear that it will be stands at the
victorious side and get emerges as the winner at every fronts. This is related from the
international pride of all the citizens of New Zealand. The company is focused to retain their
confidence in expanding to its global market. By the help of sufficient advertising and
promotions of Lewis that can achieve to expand its business in Australia.
Develop an advertising Facebook for the proposed brand of chocolate milk in Australia

FACEBOOK ADVERTISEMENT
THE LEWIS ROAD CREMARY COMPANY BRAND IS
DIVING ALL OF THE TOTAL WHITE MILK
CATEGORY GROWTH IN AUSTRALIA
WELCOME TO OUR CREAMERY
At main market road, Australia, we have set to our dairy product that way, this means to be
and that is the way we intend to keep this. The advertisement is simple, but we hope that is
would be sufficient to tell you all the information, that is important for you. This will
provide us a way to stay in touch with you, if you like to believe the world’s best dairy you
are welcome at Australia main market road. we are producing the finest cream.
FIND OURCHOCOLATE MILK
ORGANIC IS 5.8 PERCENT OF CATEGORY IN THE LAST 6 MONTHS
AND YET ORGANIC CONTRIBUTED IN ALMOST ALL OF THE GROWTH
CATEGORY
LATEST 6 MONTHS DATA
Total non-organic
Total probiotic
Total organic
Total lactose free

Some random facts
We have been trading in New Zealand from 3 years
We have 50 percent of organic milk and have the organic milk segments
We have achieved 50 percent of flavoured milk market
Our ice creams are no. 1,2 and 3 in premium segments.
Post#
Hi, dear friends as you know we have been opening a list of daily deliveries of chocolate
milk in order to help you. There are some of the questions about delivery that create a
bigger issue. We find that our information is less than perfect which will leave our stores
and having to be explained the issues related from its control. However, in order to resolve
the issues. we are focused to increase the supply in our country Australia and day by day we
are getting better at this. Thanks for co-operating with us.

CONCLUSION
Form, the above report the conclusion of the topic is as follows- This report includes the
various segmentation table of flavoured milk in the country Australia as well as rationale of
different variables of segmentation as well as this report also comprise the SWOT analysis for
chocolate milk brand and the recommendation for the Australian market that is based on the swot
analysis. Apart, from this, advertisements for Facebook for launching the proposed brand of
chocolate milk in Australia to design your advertisement. This report is totally based on the
different marketing principles of company that is used for the promoting of company and helps
to expand the company in Australia.

REFERENCES
Book and journal;
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Eswari, A.P., Sharmila, V.G., Gunasekaran, M. and Banu, J.R., 2020. New business and
marketing concepts for cross-sector valorization of food waste. In Food Waste to Valuable
Resources (pp. 417-433). Academic Press.
Goldberg, M.E., Fishbein, M. and Middlestadt, S.E. eds., 2018. Social marketing: Theoretical
and practical perspectives. Psychology Press.
Lima, M., de Alcantara, M., Ares, G. and Deliza, R., 2019. It is not all about information!
Sensory experience overrides the impact of nutrition information on consumers’ choice of sugar-
reduced drinks. Food Quality and Preference, 74, pp.1-9.
Perotti, M.C., Bergamini, C.V., Vénica, C.I., Vélez, M.A., Wolf, I.V. and Hynes, E., 2019.
Production of Functional Milk-Based Beverages. In Milk-Based Beverages (pp. 173-238).
Woodhead Publishing.
Qi, X., Zhang, X., Wang, H., Li, X. and Liu, L., 2018. Optimization of selenium enriched
fermented goat milk beverage processing technology by response surface method. China Dairy
Industry, 46(10), pp.50-54.
Ramírez-Rivera, E.J., Rodríguez-Miranda, J., Huerta-Mora, I.R., Cárdenas-Cágal, A. and Juárez-
Barrientos, J.M., 2019. Tropical milk production systems and milk quality: a review. Tropical
animal health and production, 51(6), pp.1295-1305.
Sheridan, M., 2019. They Ask, You Answer: A Revolutionary Approach to Inbound Sales,
Content Marketing, and Today's Digital Consumer. John Wiley & Sons.
Wojciechowska-Solis, J. and Soroka, A., 2017. Motives and barriers of organic food demand
among Polish consumers: A profile of the purchasers. British Food Journal.