Marketing Plan: Beerenberg Farm's Marketing Mix Strategies Analysis

This report provides a detailed marketing analysis of Beerenberg Farm, a producer of jams, sauces, condiments, and dressings. It examines the company's current marketing mix, including product strategies (core, actual, and augmented product levels), pricing strategies (premium and cost leadership), placement strategies (distribution channels), and promotional strategies (traditional and modern tools). The report also includes a competitive analysis, consumer behavior analysis, and proposes marketing recommendations based on the identified micro and macro environmental factors and trends. The recommendations include cost leadership, diversification, market development, and product development strategies to enhance Beerenberg Farm's market position and profitability. The report is structured to provide a comprehensive understanding of the company's marketing challenges and opportunities, offering actionable insights for strategic planning and implementation.

Marketing Management

MARKETING MANAGEMENT 1
Organization
Beerenberg Farm produce jams, sauces, condiments, and dressings which is located in
Hahndorf in the Adelaide Hills of South Australia. As per the analysis of the market, it is
required for the company to develop the strategic plan to attain the goals on the basis of the
factors as the external or internal factors affects the operation. Strategic plan of the company
should be based on the four factors and these are price, place, promotion and product. It is
required for the company to design the marketing plan to attract the consumers towards its
services.
Marketing Mix
Marketing Mix is a strategic tool which is used to develop the effective plan for attaining
the goals by attracting the consumers towards the services. Marketing mix includes the price,
place, products and promotion (Rowley, 2016). Beerenberg Farm has to implement the
marketing mix strategies in such a manner that describe below:
Product:
Product defines the item which is provided by the company to its consumers. Products of
the company are divided in three segments and these are core products, actual products, and
augmented product. The products of Beerenberg Farm are also divided in these three segments as
they offers the differ products to targeted consumers. In the first level of product are core
products are those of the company which are really seek by consumers to buy it and these are
strawberry jams, sauces, and condiments (Beerenberg, 2018). The company has to especially
focus on these three items because the demand of consumers is high towards these products. It
has to produce these items more as compare to its other products.

MARKETING MANAGEMENT 2
Actual Product
Actual product defines that the company has to develop or deign the features to provide
the core customer’s value in the actual products. It is suggesting that the organization has to use
the natural fruits to produce the various varieties of flavors of jams with high quality.
Augmented product
Augmented product is the third level of product which defines that the company has to
provide the quality of delivery with the facilities to attract more or more consumers. As per the
analysis, it has been seen that the environmental factors affects the products of the company. The
company has to use the advance technology to protect the items such as Jams, and the other food
product. It also has to offers the services with the red or green sign with the all information such
as expire or manufacture dates in order to protect them. It is also suggesting that the organization
has to exchange the product in the case of expiry dates (Marketing Mix, 2018).
Price:
Price refers to the amount in which the organization has to provide the services to
consumers. It has been found that the consumers of the company purchase the product under the
low level of risk as the product offered by the company is a food which affects the health of an
individual such as jam, sauces. The consumers are health conscious as it is directly affects the
health. The consumers are ready to pay the higher amount to purchase the quality of products.
The company has to take the advantage of this factor and provide the products in different
packages with the different price rate. As per the behavior of consumers, it has to implement the
premium price strategy helps to attract the upper class or middle class people.

MARKETING MANAGEMENT 3
As per the competitive analysis, it is observed that the organization have numerous
competitors that provides the similar services to customers such as Coles, Woolworths. There is
also indirect competitor that provides Jams, Sauces. It is recommending that the Beerenberg
Farm has to implement the cost leadership strategy to reduce the cost of production.
Implementing the cost leadership strategy helps to reduce the cost so that it is ready to offer the
services at the low prices as compare to its competitors. The company has to set their prices on
the basis of premium or cost leadership strategy to attract the consumers (Jain, 2017).
Placement
Place refers to distance or destinations where the organization delivers the goods to
consumers. As per the above analysis, it is observed that the company provides the services to
Australia and Asia Pacific Region. It is recommending that the organization has to expand the
business at the international level by providing the services in other countries as well. The
company has to implement the distribution channel strategy to provide the products/services to
wholesalers to retailers to consumers so that the services will provide to more or more customers.
Manufacturer to wholesalers to retailers to consumers
Social Media is also a technique that the organization implement to increase the demand
of consumers. It also helps the organization to build the strong network of supply chain in order
to provide the products/services to consumers.
Promotion
Promotion refers to the technique from which the organization spread the awareness into
the consumers. Beerenberg Farm has to promote the product or services in the market by using

MARKETING MANAGEMENT 4
both types of tools such as modern or traditional. In tradition tools, the company has to use the
newspaper or magazines to attract the families. In modern tools, the organization has to use the
television, social media, websites, and company application to spread the awareness in the
consumers. It has been seen that the most of the population use the social media for
entertainment that is why; social media is an appropriate source to promote the product in the
market. Sponsor the channels or entertaining shows also helps the company to spread the
awareness among the consumers. It is observed that the using the social media, newspaper or
magazines, sponsorship, websites and applications are the best tools to promote the products in
the market.
Recommendations
Cost leadership strategy:
As per the analysis of consumer behavior or the competitive, it is observed that
organization has to implement the cost leadership strategy to reduce the cost of production. It
helps the organization to offers the product to consumers in low prices as compare to the
competitors although; it has to adopt the premium price strategy to build the strong brand image
(Mind Tools, 2018).
Diversification strategy:
Diversification strategy defines the unique products or services from the others. It is
observed that the organization have many competitors in the market that provides the similar
services to consumers due to which the competition has been increases (Murdock, 2017). It is
suggesting that the organization has to add some flavors in sauces, jams in order to diversify the
product from others. It helps to gain the competitive advantage in the market.

MARKETING MANAGEMENT 5
Market Development Strategy:
Beerenberg Farm is popular for its services of Jams, Sauces. The company targets the
consumers who have a positive attitude towards the things. It is suggesting that the company has
to use its strength and enter the new market with the existing products to reach at the large
number of consumers. It helps to earn the high profit as the demand of product is increasing
which is a main motive of the company (Gurcaylilar-Yenidogan, & Aksoy, 2018).
Product Development Strategy:
According to analysis, there are no such restrictions to enter the new market. As per the
target market, the company has to deliver the services in limited areas but it is recommending
that it has to deliver the products/services in new market to produce the new product. The
company has to enter the new market with the new product by using its strength helps to attract
the consumers towards some new changes in sauces or jams and the other new product (Salavou,
2015).

MARKETING MANAGEMENT 6
References
Beerenberg. (2018). Our story. Retrieved From: https://www.beerenberg.com.au/70/Our-story
Gurcaylilar-Yenidogan, T., & Aksoy, S. (2018).Applying Ansoff’S Growth Strategy Matrix To
Innovation Classification. International Journal of Innovation Management, 22(04),
1850039.
Jain, M. K. (2017). An analysis of marketing mix: 7Ps or more. International Journal of Advance
Higher Education Research & Development, 1(7).
Marketing Insider. (2018). The three levels of product. Retrieved From: https://marketing-
insider.eu/three-levels-of-product/
Marketing Mix. (2018). The Marketing Mix 4P’s and 7P’s Explained. Retrieved From:
https://marketingmix.co.uk/
Mind Tools. (2018). Porter's Generic Strategies. Retrieved From:
https://www.mindtools.com/pages/article/newSTR_82.htm
Murdock, A. (2017). Diversification and Growth. In Private Action for Public Purpose (pp. 135-
154). Palgrave Macmillan, London.
Rowley, J. (2016). Information marketing. Routledge.
Salavou, H. E. (2015) Competitive strategies and their shift to the future. European Business
Review, 27(1), 80-99.