Brand Management in the Australian Honey Industry

Running Head: MKTG2001
Brand Management
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1
Branding Report
Table of Contents
Introduction......................................................................................................................................2
Industry analysis..............................................................................................................................2
Competitor analysis.........................................................................................................................3
Recommendations............................................................................................................................5
Application of theory.......................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

2
Branding Report
Introduction
The primary purpose of the paper is to examine the present and future trends of the honey
industry in Australia and how it puts an impact on its business operations. It will evaluate
existing brand positioning strategies of three key players within the honey industry in Australia.
In other words, the paper will compare and analyze the brand positioning strategies of three
different brands in Australia by considering their Points-of-Parities (POP) and Points-of-
Differences (POD). Based on the branding strategies it will also provide recommendations to
improve the strategies to gain popularity within the market. Therefore, the paper will discuss the
strategies by applying theoretical concepts.
Industry analysis
Australia is determined to be the fourth largest exporter of honey across the world after Mexico,
Argentina, and China. The honey production industry in Australia greatly contributes to the
economy of different rural Victorian districts. Currently, the Australian honey industry produces
varieties of honey products with unique flavors and high quality. The Australian varieties include
red box, stringy-bark, river red gum, grey box, and yellow box1. The Australian honey industry is
considered to be a beneficiary which currently owns $100 million and exports 4,500 tons of
honey every year. The honey brands of Australia possess an international reputation as it
provides developed and quality assurance standards which help gain the trust of the consumers.
The popularity of Australian premium honey enhances the export trade. In 2016, Australia
exported honey worth $767 million to Asian countries. In the future, the honey industry aims to
increase its demand that will help 2,000 commercial beekeepers to find high and new value
markets across the world2. In the future, the honey industry in Australia is expecting to employ a
1 Wai Jin Lee, Aron O’Cass, and Phyra Sok. "Unpacking brand management superiority: Examining the
interplay of brand management capability, brand orientation and formalisation." European Journal of
Marketing 51, no. 1 (2017): 177-199.
2 Kevin Lane Keller, and Tim Oliver Brexendorf. "Strategic Brand Management Process." Handbuch
Markenführung(2016): 1-22.