Marketing Operations of Mother Energy Drink: Analysis and Recommendations

The report analyzes the marketing operations of Mother, the energy drink, and presents an analysis of the strengths and weaknesses of the firm. Additionally, the consumer decision-making process of the products will also be outlined in the report.

Running head: MOTHER-ENERGY DRINK
MOTHER-ENERGY DRINK
Name of the Student
Name of the University
Author Note

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Executive Summary
The marketing as a concept can be considered to be a crucial aspect for any organization and
with respect to this, it can be considered to be important for the firm to ensure that they are
successfully able to come up with a marketing proposition which supports the overall need of the
firm and is also able to ensure that the firm can attain success. Hence, the main aim of the report
is to highlight and understand the overall marketing operations of Mother, the energy drink and
present an analysis of the strengths as well as the weaknesses of the firm. Additionally the
consumer decision making of the products will also be outlined in the report.

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Table of Contents
Introduction......................................................................................................................................3
Key issues........................................................................................................................................3
Analysis and recommendations.......................................................................................................4
Marketing Orientation used by Coca Cola to relaunch Mother...................................................4
Strength and weakness analysis of Mother..................................................................................4
Consumer decision making process of Mother...........................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

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Introduction
Marketing forms a crucial part of the organization and with respect to this, it can be
largely understood that in order to gain success in the long run, the firm would be required to
appeal to the target audience in the right manner so as to gain their interest (Armstrong et al.
2015). The given report is based on the marketing of the Coca Cola Amatil and its brand Mother
which is an energy drink brand. The brand had been present in the market since a long time and
with respect to this, the brand aims to secure a considerable positioning in the market. The report
will be examining the key issues being faced by the brand and analyze the overall marketing
orientation and performance of the brand in the competitive consumer market.
Key issues
The key issues which were faced by the brand can be stated to be as follows:
 The brand had come up with a poor marketing idea back in its initial days and although
the marketing budget of the brand was a new one, the brand failed to appeal to the
targeted audience in the right manner. The firm aimed to appeal to the target audience
which was young and hence, changed its strategy (Baker and Saren 2016).
 It later came up with plans to come up with the new sizes of the products so as to appeal
to the targeted market. Additionally, the company changed the brand line of the firm as
well in order to ensure that it is successfully able to reach out to the target audience.
 It faced the competition from various brands like Red Bulls and others as well which
made the firm`s initiatives more poor in nature.

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Analysis and recommendations
Marketing Orientation used by Coca Cola to relaunch Mother
According to the case study, as the brand Mother failed to appear to the target audience in
its first instance, the organization aimed to ensure that it came up with a better offering and
hence, changed the Brand Tagline. The brand followed a number of strategies, for the purpose of
the re-launch, the brand came up with the idea of changing the tagline of the product which was
then changed to- `New Mother –tastes nothing like the old one` which aimed to add the
humorous appeal which the brand lacked earlier (Chernev 2018). In this way, the brand was
successfully able to come up with new opportunities for the brand with respect to which it can be
stated that, the new marketing orientation which was used was more proactive in nature with
respect to which, the brand aimed to target the audiences with a larger product size and the right
logo and brand line which appealed to the behavioral aspect of the different customers. In
addition to this, Weinstein and Pohlman (2015) agree that along with traditional ways, the firm
also took up the modern methods like cinema advertisements, blogging and sponsorships. This
way, the firm was successfully able to attain its modern techniques of marketing which involved
objectives and ensure that the brand becomes one of the most successful brands as present at that
time irrespective of the competition which it received (Gummesson 2017).
Strength and weakness analysis of Mother
The strengths of the brand Mother can be stated to be as follows:
 The brand has extensive support from the Coca Cola brand which goes a long way in
supporting the brand and hoping it to achieve its overall future goals (Kotler et al. 2015).
With the help of this, the firm will be able to ensure long term success in the market.

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 Secondly, the brand has an excellent capacity and taste formula (Weinstein and Pohlman
2015). This means that, irrespective of the controversies astounding the brand, the brand
has an excellent taste capacity which allows the firm to attain success in the long run.
 The brand is available in various sizes which makes it appealing.
The weaknesses of the brand can be stated to be as follows:
 The brand had the incorrect marketing approach. This means that the organization failed
to appeal to the customers in the correct manner and the use of the different animals in
the teaser reflected that, the brand is not being able to approach to the right type of target
audience and hence, was initially unable to engage in the right kind of sales (Bagozzi et
al. 2018).
 Secondly, the weakness of the brand is that initially the size of the product which was
offered to the consumer was no appropriate and this is the reason why the different
consumers did not want to try the product.
 Lastly, it can be stated that, the different firms have a higher expectation from the brand
and with respect to this, it needs to be mentioned that to maintain this reputation, it
became quite difficult for the firm to perform well.
Consumer decision making process of Mother
1. Need recognition: The first step in the given procedure is the recognition of the needs of
the customers. In this stage, it may be possible that the customer feels that after a certain
activity they need some energy drink (Homburg, Jozić and Kuehnl 2017).
2. Information research: When they will view the advertisements of the brand, they will feel
a need to consume the products of the brand and hence, research on it.

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3. Evaluation of alternative: A research into the different brands which are available will be
done in order to ensure that the customer is able to figure out the best brand available.
4. Purchase: The consumer will make the purchase of the particular brand.
5. Post purchase evaluation: Additionally, as per the product taste and experience, the
customer will make a repetitive purchase.
Conclusion
Therefore, from the given analysis, it can be stated that, the Mother brand was largely
supported by the Coca Cola brand and with respect to this, the given report aims to analyze the
overall performance of Mother and its marketing approach. The report underlined the overall
issues being faced by the firm, and was followed by an analysis of the same. Additionally the
marketing orientation and the strengths as well as the weaknesses of the firm have been
provided. Lastly, the consumer decision making procedure of the brand has been presented.

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References
Armstrong, G., Kotler, P., Buchwitz, L.A., Trifts, V. and Gaudet, D., 2015. Marketing: an
introduction.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Gummesson, E., 2017. From relationship marketing to total relationship marketing and
beyond. Journal of Services Marketing, 31(1), pp.16-19.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), pp.377-401.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson
Higher Education AU.
Weinstein, A. and Pohlman, R.A., 2015. Customer value: a new paradigm for marketing
management. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual
Conference (pp. 132-133). Springer, Cham.
Bagozzi, R.P., Rosa, J.A., Celly, K.S. and Coronel, F., 2018. Marketing-Management. Walter de
Gruyter GmbH & Co KG.