Case Study: Marketing and Strategy Analysis for Better Drinks Company

This case study analyzes The Better Drinks Company, a beverage company with a strong brand presence, particularly in New Zealand. The report begins with an executive summary, highlighting the importance of marketing and strategy for business success and introduces a new product, Fresco Coffee, designed to compete with the fresh juice market by targeting health-conscious consumers. The study then presents a detailed situation analysis, including the company's background, brand portfolio, and external environment analysis, including market description and competitor review. It further explores the company's strengths, weaknesses, opportunities, and threats through a SWOT analysis and assesses the external environment using PESTLE and Porter's Five Forces models. The marketing objectives, strategy (segmentation, targeting, and positioning), and marketing mix (product, price, place, and promotion) are then discussed, providing a comprehensive overview of the company's marketing approach. The case study concludes with a summary of key findings and recommendations for future strategies, emphasizing the importance of both traditional and web 2.0 marketing tactics. The document is a student submission providing valuable insights into marketing strategies, market analysis, and new product development within the beverage industry.

The better
drinks
company
Case study analysis

Executive Summary
Marketing and strategy are pivotal to the success of any business. The Better Drinks Company
started with a niche market and is slowly leading the beverage industry. Through this report, a
new product idea has been shared. The new product to be launch in the market is Fresco Coffee,
the coffee comes in two variant, green and black and is launched as a competition against the
fresh juice market. The product is targeted towards the health conscious people, who are
exploring different alternatives for Fresh Juices, and Fresco coffee fits exactly the lacunae and
will create a disruption in the market. The below report contain the competitive landscape, the
marketing mix and the strategies for the company to go forward. The marketing strategies are a
great amalgamation of traditional and web 2.0 strategies.

Contents
1.0Situation analysis........................................................................................................................2
1.1 Background of the company..................................................................................................2
1.2 Brand portfolio.......................................................................................................................2
New Product: Fresco coffee.....................................................................................................2
External environment...............................................................................................................2
1.3 Market description..................................................................................................................2
1.4 Competitor review..................................................................................................................3
1.5 SWOT analysis.......................................................................................................................3
Strengths...................................................................................................................................3
Weaknesses...............................................................................................................................3
Opportunities............................................................................................................................3
Threats......................................................................................................................................4
PESTLE analysis..........................................................................................................................4
Political.....................................................................................................................................4
Economical...............................................................................................................................4
Social........................................................................................................................................4
Technological...........................................................................................................................4
Legal.........................................................................................................................................4
Environmental..........................................................................................................................4

1.6 Porter’s five force model........................................................................................................4
Threat of new entry...................................................................................................................5
Threat of substitution................................................................................................................5
Bargaining power of suppliers..................................................................................................5
Bargaining power of buyers.....................................................................................................5
Competitive rivalry...................................................................................................................5
2.0Marketing objectives...................................................................................................................5
3.0 Marketing strategy.....................................................................................................................5
3.1 Segmentation strategy............................................................................................................5
3.2 Targeting strategy...................................................................................................................6
3.3 Positioning strategy................................................................................................................6
4.0 Marketing mix tactics................................................................................................................6
4.1 Product strategy......................................................................................................................6
The core product.......................................................................................................................6
The actual product....................................................................................................................6
The augmented product............................................................................................................7
4.2 Price strategy..........................................................................................................................7
4.3 Place strategy..........................................................................................................................7
4.4 Promotion strategy.................................................................................................................7
5.0 Conclusion.................................................................................................................................7

Referencing......................................................................................................................................8

1.0 Situation analysis
1.1 Background of the company
Charlie’s group limited is a producer of beverages drinks which was founded in 1999 and is
headquartered in New Zealand. The organization was established by three friends Marc Ellis,
Stefan Lepionka and Simon Neal. The organization is well known for its brand value and its
reputation for delivering fresh juice unlike competing brands that sell juices which are added
with concentrates and preservatives. The company got listed with the New Zealand stock
exchange in 2005 which was considered a major milestone for the firm. Since then, the business
has broken various geographical barriers and expanded its reach by catering to a mammoth
number of customers across the globe.
The mission of the firm is to deliver three Cs which the firm creatively announces as its vitamin
Cs. These include Commitment to listening, acting and recognizing, Creative in making things
happen and commercial selling for more.

The goal of the business is to continue delivering ‘better’ quality products to its customers and
build a strong brand that is winning at home and overseas. The organization also aims to expand
its boundaries and enhance its target market while maintaining the values of honesty and
integrity in all business operations.
1.2 Brand portfolio
Different brands of products offered by a single organization collectively form the brand
portfolio of the organization (Kotler, 2015). The brand portfolio of ‘The Better Drinks Co’
includes five leading brands. These five brands are as below:
1. Charlie’s- This brand was started with the intention to sell fresh orange juice and has now
expanded its product line to quenchers, smoothies, juices for kids, honest fizz, iced coolers and
honest water.
2. Phoenix- This brand sells organic drinks including juices, sparkling juice drinks, organic
energy drink and soft drinks.
3. Juicy Lucy- This brand predominantly sells orange juice to select locations including limited
supermarkets and food service industry.
4. Real Iced Tea- This brand sells peach and lemon flavored iced teas which are also available in
green tea and citrus tea formats.
5. Stash Tea- This brand delivers truly precious and highly expensive black, green and herbal tea
which has been sourced from all around the world.
New Product: Fresco coffee
A new coffee brand must be launched with two products. Green Coffee and Black coffee. The
coffee would be available in caffeinated and decaffeinated forms. They are both cool coffees and
can be consumed on the go.

External environment
New Zealand has one of the richest coffee cultures in the world. The coffee per-capita
expenditure of Kiwis is $37.3. A growing trend of making sustainable choices is also seen in the
Kiwi culture. Customers are widely getting influenced by the sustainability of their purchase
decision. The leading coffee brands currently operating in New Zealand are Javvah, Bushells,
Café Aurora, Nescafe, Robert Harris, Special blend and Pams. All these brands have a leading
name and have been well accepted in the New Zealand market.
1.3 Market description
The better drinks company has a clearly established its target market within the whole of New
Zealand as well as outside. The target customers of ‘The better drinks co’ include:
Targeted segment Customer Need Product Features or benefits
Kids Tasty breakfast companion Nutrition, Vitamin C and
healthy
Health conscious people Energy for maximized
performance
Low on sugar and high on
vitamin drinks
Office goers Evening energizer Refreshing and healthy drinks
Home makers Providing an evening drink to
family
Refreshing and energizing
drinks.

1.4 Competitor review
Competition for refers to the other players within the same industry who are catering to the same
target audience as ‘The better drinks co’ (Wilson & Giligan, 2012). The competitors for the
better drinks co are as below:
Company Brands
Frucor Just Juice, Simply squeezed, fresh up, McCoy,
GForce, Allganics, Supreme and Arano Juice.
Coca-Cola Kerl and Thexton’s
Heinz Golden circle
International brands V8, Ocean spray and Ribena
New Zealand brands Nekta, Teza and TI
1.5 SWOT analysis
Strengths
1. Strong brand value: One of the biggest strengths of ‘The better drinks company’ is the
strong brand value that it holds in New Zealand and other countries. The brand
recognition among customers is high along with a positive TOMA score (top of mind
awareness).

2. Early listing on the NZ stock exchange: The Better Drinks Company got itself listed on
the New Zealand stock exchange within 6 years of its inception. This is a clear evidence
of the strong brand value demonstrated by the company as well as the solid trust that
people have bestowed upon the brand. Listing on the stock exchange has given the
company the access to a larger source of funds which has further strengthened brand
operations (Brigham & Houston, 2012).
3. Organizational culture: Organizational culture plays a crucial role in the success of any
business (Hendry, 2012). The better drinks company’s employees are encouraged to take
risks and try new things. They have a policy of open and transparent communication and
the organizational structure is decentralized. This helps employees in having an enhanced
sense of ownership for the organization which further improves their performance
(DeKay, 2012).
Weaknesses
1. Limited products: The better drinks company is currently offering limited products. Their
product line is rather small which gives its competitors an advantage over the brand.
Therefore, the company must work upon introducing newer products and flavors like
Kiwi, papaya, plums, oreos and other products.
2. Controversial advertisements: The better drinks company has been making rounds in the
news owing to a few controversial commercials released by the company. This has
adversely impacted the brand’s image in the minds of a certain segment of the society.
The organization must be careful in the future and must introduce commercials which
target the company’s entire target market without offending any section of the society.
3. Expensive pricing: Because the company sources the best quality fruits from different
parts of the world and makes sure that there are no preservatives in their offering, the
price of beverages offered by them is relatively high. The organization has adopted a
premium pricing strategy wherein the company sets the price of its products high in order
to target a niche market of consumers (Nagle, Hogan & Zale, 2016).

Opportunities
1. Expanding product line: An important opportunity before The Better Drinks Co is
expanding its product line and introducing new products which would target a wider
customer segment. Introducing new products would help the brand in enhancing its target
customers and hence increasing revenue (Joji, 2011). Product line extension will also
eradicate the competitive advantage that other firms currently have against The Better
Drinks Co.
2. Expanding geographical presence: Breaking geographical boundaries and entering
countries with a large population specifically in Asia would assist The Better Drinks Co
in gaining a larger customer base. An industry analysis must be conducted for countries
like India, China and Japan. Based on the attractiveness of the country, The Better Drinks
Co must launch themselves in the respective country.
3. Social media marketing: Promoting any product or service through platforms like
Facebook, Instagram, Twitter, Pinterest or even Snapchat is known as social media
marketing (Heymann-Reder, 2012). This is a relatively growing phenomena and The
Better Drinks Co must work towards enhancing its presence on these platforms in order
to reach out to a larger audience through a single channel.
Threats
1. Increasing competition: Increasing competition in the industry poses a major threat to
The Better Drinks Co. This is because increasing competition provides the same target
audience with a larger number of options for a product. This in turn may lead to price
wars. Hence it is imperative that The Better Drinks Co continues to hold a competitive
advantage.
2. Healthy brand image of The Better Drinks Co may not appeal to children who wish to
have aerated drinks. Children form a large target market for the beverage industry across
the globe. Inability to cater to them poses a threat to the organization.
3. The organic market is yet immature in many countries and hence there might be a lack of
acceptance for the product line of the better drinks co. Moreover the premium pricing

strategy of the business also makes it difficult for people to readily accept the product.
This is why the organization needs creative forms of promotion.
PESTLE analysis
Political
The Monarchy of New Zealand is relatively stable and that provides organizations with a certain
amount of stability. The current Prime Minister Jacinda Ardern has a progressive philosophy and
has been putting efforts in encouraging the growth of local businesses.
Economical
Globalization of the world has made it easier for the better drinks company to reach out to a wide
customer segment outside the geographic boundaries of New Zealand. Well developed transport
network
Social
Changing societal norms have made people increasingly health conscious (Charter, 2017). This
is where the demand fresh juice plays a bigger role in the success of the better drinks company.
Improving lifestyle of people also enhances demands for branded beverages.
Technological
Use of ozone as a technological disinfectant, sterilizer and preserver can be adopted in order to
make beverages more stable with an increased shelf life. Technological advancement of the
society is also an added advantage for the better drinks company as it makes the process of
promotions and targeting easier and effective.
Legal
Different food safety standards govern different countries which makes it difficult for TBDC to
adhere to a uniform code. The beverage industry is supervised strictly and hence the organization
must make ensure that all standards are effectively met.

Environmental
The better drinks company must also make sure that as promised, the drinks are all natural. Since
the beginning Charlie’s has been focused on selling beverages with no added preservatives. Even
the bottles in which the juice is sold is built in an environment friendly manner. The organization
must also ensure that their waste management policy is strictly adhered and organizational waste
does not cause any harm to the environment.
1.6 Porter’s five force model
Porter’s five force analysis is an effective way of understanding industry dynamics of a particular
industry (Dobbs, 2014).
Threat of new entry
The threat of new entry within the beverage and fresh juice industry in New Zealand is high. The
entry barriers from the government are relatively low and the customers are not necessarily loyal
towards a particular brand. For example if an individual has coffee or juice offered by a certain
brand, they can easily switch to another brand without any additional cost. However, The Better
Drinks Company has differentiated its product by offering entirely organic drinks with no
preservatives. Even so, there is an increasing competition within the organic industry as well and
hence more and more brands are introducing similar products.
Threat of substitution
The threat of substitution is moderate. There are hardly any substitutes for fresh organic juice
that is good for health and is refreshing at the same time. Also, The Better Drinks Company has
been differentiating its product by offering entirely organic products with no preservatives.
On the other hand, there is little or no cost for the buyer to switch to another brand and it is very
easy for a buyer to switch to another brand within the same industry.

Bargaining power of suppliers
In order to procure the best quality fruits from different parts of the world, The Better Drinks
Company has a strong network of suppliers. These suppliers are spread across the globe and
share an amicable as well as profitable relationship with The Better Drinks Company. The
bargaining power of buyers is low. This is because the brand image of the company is very
strong and it is largely in the favor of the supplier as well to remain associated with such a strong
brand. All these factors reduce the power of supplies (David, 2011).
Bargaining power of buyers
Bargaining power of buyers in the beverage industry is very high. The concept of brand loyalty
in this industry is minimal. The competition even within the organic products industry is every
increasing. The cost of switching to another brand is nil. Lastly, the customers do have the power
to drive the price in the longer run. Even though, The Better Drinks Company is aiming at
offering differentiating products by offering organic products but the competition for the same is
also increasing and there are various other brands who are now offering similar products. The
customers are price sensitive and hence increasing competition may lead to a price war (Handel,
2012).
Competitive rivalry
The competitive rivalry in the industry is very high. There are various competitors like Coca
Cola, Frucor and Heinz. The market size of these brands is much larger than The Better Drinks
Company. The market for organic products is also growing and hence the number of players in
the industry is also increasing. These large brands have a much wider reach owing to a strong
brand name and innovative promotional strategies. For a customer there is no cost involved
while switching from one brand to another. This is why the competitive rivalry is very high. This
makes it imperative for The Better Drinks Company to continue differentiating itself on the basis
of price, product, place or promotion (Ray Gehani, 2013).

2.0 Marketing objectives
The new product that would be introduced by The Better Drinks Company is Fresco coffee
which is available in caffeinated and decaffeinated form. The Three important objectives for the
new product Fresco Coffee are as below:
1. Number of customers: the first objective of The Better Drinks Co with regards to Fresco
Coffee is enhancing the number of customers. The organization must aim to build a
network of at least 1 million customers in the first 18 months of the business. The target
has been kept high owing to the large and ever increasing demand for coffee in New
Zealand and Australia(Padron & Burger, 2015)
2. Revenue: The Better Drinks Co must aim at breaking even cost within the first year of
establishment of Fresco Coffee. After the break even, the organizations next objective
would be to generate revenue of NZD 1.2 million within the next 18 months.
3. Geographical expansion: Geographical expansion of any business plays a vital role in
enriching its brand value and awareness across the globe. Fresco coffee would be
launched in New Zealand but would expand to the Australian market through franchising
within one year of the business. Australia has been shortlisted as the target destination for
The Better Drinks Co because the brand already has a presence in the Australian market
and Australia is one of the largest consumers of coffee in the world. This makes it a
lucrative destination for The Fresco Coffee.
3.0 Marketing strategy
3.1 Segmentation strategy
Market segmentation refers to the process of dividing the market into various segments
consisting of potential customers (Wedel & Kamakura, 2012). There are various ways in which
the market for The Better Drinks Company can be divided. These strategies are as below:
Geographic segmentation: This refers to dividing the customer segments on the basis of where
they are geographically located (Weinstein, 2013). For Fresco Coffee, the first set of customers
that the brand would reach out to would be from New Zealand followed by Australia. This is
because both these countries have an existing large market of coffee consumers.

Demographic segmentation: This kind of segmentation is done on the basis of age, religion,
family size, income, education or ethnicity (Routeledge, 2014). The Better Drinks Company
would divide its customers on the basis of Age group and income.
Psychographic segmentation: This involves segregating market consumers on the basis of
different personality types, traits, values, attitudes, behaviors and lifestyles. The Fresco Coffee
would be targeting customers on the basis of their lifestyles, behaviors and personality types.

3.2 Targeting strategy
Targeting of customers refers to targeting a certain set of consumers from the chosen market
segments (Armstrong, Kotler, Harker & Brennan, 2015). The Fresco Coffee would be adopting a
differentiated customer targeting strategy which means that at least two different segments of the
customers would be targeted. The targeted customers of the Fresco Coffee would be as below:
1. Health conscious people: The Fresco Coffee group by The Better Drinks Company would
be targeting health conscious people who are in need for increased metabolism and a
healthy refreshing drink along with their evening snack. Green coffee is known to aid in
weight loss while organic coffee has been produced without the aid of any artificial
chemical circumstances and is hence better for health.
2. Geographically: In terms of geography, the initial customers targeted would belong to
New Zealand and later the expansion would take place in Australia.
3.3 Positioning strategy
Positioning of a product or a brand refers to the image that the brand has in the minds of the
consumers (Tanner & Raymond, 2015). Positioning of a brand is very crucial to the success of
the product (Lynn, 2011). For the Fresco Coffee product offered by The Better Drinks Company,

the positioning in the minds of the consumer would be based on the product’s USP and points of
differences.
USP (Unique selling proposition): The USP of Fresco Coffee is that is fully organic with no
added preservatives. At present no other competitor is offering ready to drink green coffees and
organic coffees. Therefore the packaging of the product would also be a USP.
Points of difference: The point of difference offered by Fresco Coffee would be the availability
of ready to drink green coffee and organic coffee. Both the coffee are available as a
decaffeinated drink as well. They are ready to drink and are available in cans.
Benefit to target customers: The biggest benefit of Fresco Coffee to targeted customers is the
increased convenience for the consumers as now they can have ready to drink green coffee and
organic coffee. This is specifically better for health conscious people who prefer a healthy
beverage on the go
4.0 Marketing mix tactics
Marketing mix of any product, service or brand throws light on the 4 Ps. These four Ps reflect
upon details of the product, the price at which the product is being sold, the place where the
product is being sold and how the product is being promoted in order to reach out to a target
customer segment (Schleenbecker & Hamm, 2013).
4.1 Product strategy

The core product
The core product offered by Fresco Coffee is ready to drink green and organic (black) coffee
available in cans.
The actual product
The actual product offered by Fresco Coffee is a healthy and tasty coffee. The brand name of the
product has been selected because Fresco Coffee means cool coffee. This coffee is packed in
cans and tetra packs.
The augmented product
The augmented product for the brand is that face that it offers a ready to drink green and black
coffee which is entirely organic with no preservatives. The coffee is great for health and
enhances metabolism. It is available in both caffeinated and decaffeinated forms.
4.2 Price strategy
Price strategy that would be adopted by Fresco Coffee would be a price skimming strategy. Price
skimming strategy involves organizations pricing their products very high in the beginning and
slowly reducing the price as demand increases (Ingenbleek, 2013). This is done with a primary
intention to recover costs.
Fresco coffee would be priced high in order to target premium customers to begin with. Once the
brand awareness, product awareness and demand for ‘ready to drink green coffee’ increases, the
price would be gradually reduced in order to target the lower income groups of the society.
4.3 Place strategy
New Zealand and Australia are the largest coffee consumers of the world. Therefore the ready to
drink green coffee and black coffee would be first launched in New Zealand. The Better Drinks
Company already has an established brand in the New Zealand and hence it would be easy for
the organization to set the right positioning in the minds of consumers. Once the product has
been accepted in New Zealand, the next geographical expansion would be in Australia.

Fresco green and black coffee would be available in super markets located in commercial areas
of the country. Kiosks would also be available in shopping malls and gyms. Fresco coffee would
also tie up with other brands and sell the coffee in partnership with them.
4.4 Promotion strategy
Promotion strategies of an organization refer to the strategies adopted by a particular brand in
order to reach out to their targeted audience of potential consumers. Promotion strategies play a
crucial role in ensuring that the right message reaches to the right set of consumers and sets the
right positioning about the brand (Singh, 2012). The promotion tools and channels adopted by
The Fresco Coffee by The Better Drinks Company are as below:
Social media marketing: Social media marketing is a tool which is used by marketers to
promote their products or services through social media platforms like Facebook, Instagram,
Twitter, Snapchat and Pinterest (Tuten & Solomon, 2017). The Fresco Coffee would have
Facebook account to promote the new product, make people aware about various offers
introduced by the organization. Twitter has become a very active social media platform and
allows organization to continue to listen about what is being spoken of their brand. The Fresco
Coffee would also continue to share pictures of their products and satisfied customers on
Instagram and Pinterest(Simone, Trail & Russo,2017).
It is imperative that the Fresco Coffee actively promotes its products. Social media marketing is
one of the most effective ways to reach out to a large customer segment with little cost. Social
listening also plays a crucial role in an organization’s social media presence. Social listening is
the ability to listen to everything that is being spoken about the brand by any user across the
globe.
It is important to note that unlike other channels, social media marketing can help garner
interaction with customers and make it a two way communication (Lipsman, Mudd, Rich &
Bruich, 2012). This is why the platform must be leveraged in an effective manner.
Television Ads: Advertising through television is one of the most traditional forms of marketing
yet one of the most effective ways to reach out to a large audience within a few seconds (Chen &
Liou, 2016). Television advertisements assist in increasing brand awareness and setting the right

positioning in the minds of consumers. Fresco Coffee would display advertisements on leading
TV channels and curate innovative advertisements which appeal to its audience. TV ads must be
displayed during peak hours of late evening in order to reach out to a maximum number of
audiences(Neilson & Toth, 2016).
Website of the better drinks co: The Better Drinks Company has a strong brand name across
New Zealand and Australia. The product must be promoted through the Website of The Better
Drinks Company. This would lead to an increased trust and association with Fresco Coffee
because consumers would understand that it comes from the same set of values.
CoBranding partnerships: The Fresco coffee is largely targeting health conscious people of
New Zealand and Australia. This is why the coffee brand must target gyms and fitness centers
and aim towards some co-branding strategies. The idea behind co-branding is to establish a
mutually beneficial relationship (Newmeyer, Venkatesh & Chatterjee, 2014). This could include
giving discounts to gym members or opening small kiosks within the gym.
5.0 Conclusion
Marketing is one of the most essential aspects of any organization (Lee & Carter, 2011). This is
how organizations understand their stakeholder needs and work towards fulfilling these needs.
This report has laid emphasis on The Better Drinks Company. Through this report, market
analysis has been conducted a new product has been defined that could be introduced by The
Better Drinks Company. The new product is Fresco Coffee. This means cool coffee. However it
would be different from other coffees because it would be entirely organic and the offered coffee
would be green coffee and black coffee. This is the major differentiating factor for the product.
The new product would target health conscious people as both green and black coffees are
natural fat burners. In order to reach out to their targeted audience, they would be adopting
strategies like social media marketing, website ads, television ads and co-branding associations
with fitness centers. The product would be introduced in New Zealand and later expand to
Australia.
Various marketing and management attributes have been discussed in this report which depicts
the importance of marketing within an organization. Effective marketing management and

communications of the brand will make it possible for The Better Drinks Company to venture
into this new product and expand their product line with the same level of integrity and
honesty(Babin & Zikmund, 2015).

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