Marketing Practice: Sobah Beverages

Marketing Practice 1
Marketing Practice: Sobah Beverages
Student Name
Institution Affiliation

Marketing Practice 2
Table of Contents
Introduction.................................................................................................................................................3
Marketing Mix.............................................................................................................................................5
Market Segmentation..................................................................................................................................6
Importance of Value Proposition.................................................................................................................6
Function of Product Element in the Marketing Mix.....................................................................................7
Function of Price Element in the Marketing Mix.........................................................................................8
Function of Place Element in the Marketing Mix.........................................................................................9
Function of Promotion Element in the Marketing Mix..............................................................................10
Conclusion.................................................................................................................................................11
Bibliography...............................................................................................................................................12

Marketing Practice 3
Introduction
The retail industry invests a lot of capital in new technologies, and this is why the sector
continues to thrive in new product innovations in the market. In particular, the food and drink
market has rapidly evolved in Australia due to advanced creativity and innovation in most
companies (Baker, 2016, p. 40). A number of new food and drink products have been innovated
and recently launched in the Australian market to satisfy the increased market and consumer
demands. The report will focus on one new product that is currently trending in the Australian
foods and drinks consumer market, whose name is Sobah Beverage. The increasing interest by
the society to see a more health-aware generation that avoids alcohol altogether has led to the
innovation of Sobah Beverage brand.
Sobha Beverage
The product brand “Sobah Beverage” is a newly innovated and introduced product in the
Australian market. Sobah Beverage is a premium non-alcoholic craft beer infused with
Australian (native) spices and fruits. The product is more healthy for use to the younger
generation. The main aim to innovate the brand was to reduce the increasing rates of alcohol
consumption by the youths in Australia (Foster, West and Francescucci, 2011, p. 15). The
ingredients used in making the Sobah Beverage comprise of the Carveza variant that has finger
lime (gulalung), an Australian native citrus fruit which provide a zesty flavor with slight
bitterness taste to the consumers.
Target Market
Sobah Beverages as a brand is offered by the Australian retailers to the younger generation. The
main target market for this product brand is the youth (both boys and girls). The increasing

Marketing Practice 4
interest of the society to breed a more heath and educated generation of the youth and increased
campaigns to reduce and increase alcohol consumption avoidance by the younger generation has
led to the innovation of Sobah Beverage that has no alcohol content in it (Hassan and Craft,
2012, p. 315). The brand targets to reduce the increasing consumption of beer by the younger
people who are under eighteen years of age.
Value Proposition
Food and beverage products are deeply rooted to the Australian culture. Sobah Beverage nurture
consumers body, health, soul, and hearts. The value of this brand in the Australian market is
incredible, and this is manifest in the high demand for the product by the younger generation
(Guthrie, Cuganesan, and Ward, 2008, p. 16). The brand has established sustainable domestic
connections between the retailers and the consumers. The major vision of launching this product
brand in Australian market is reducing alcohol consumption by the younger generation and
optimizes health living to the populations.
The Australian society has been bombarded by alcohol advertisements. Alcohol is a bizarre
product that is ubiquitous globally for many centuries. However, the innovation of Sobah
Beverage is helping greatly to reduce alcohol abuse in Australia. The product is being launched
in the market with intensive marketing campaigns and also highly advertised and promoted in the
online social media platforms (Huang and Sarigöllü, 2014, p. 130). Currently, the product is
highly demanded, valuable, and competitive in the Australian foods and beverages industry.