Marketing Mix Evaluation: A Report on Braaap Motorcycles

This report provides a comprehensive analysis of Braaap Motorcycles' marketing strategies. It begins with an overview of the company background and its diverse product portfolio, which includes road, dirt, and youth motorcycles. The report examines the company's pricing policies, highlighting its competitive positioning and financial options. It then delves into the key activities that contribute to favorable marketing outcomes, such as promotion, customer base development, distribution channels, and customer service. The promotional methods employed by Braaap, including SEO, social media campaigns, and event sponsorships, are discussed. The report analyzes Braaap's customer base segmentation and its distribution channels, which utilize a 1-Level system. The report then details the components of Braaap's marketing mix: product, price, place, and promotion, followed by a discussion of external environmental factors. Finally, the report outlines the monitoring and evaluation mechanisms used by the company, including budget allocation, strategic objectives, and marketing objectives. References to the sources used are also provided.

RESEARCH PRESENTATION
Braaap

INTRODUCTION
The presentation will discuss the following:
 The background of the company
 The product and service backgrounds
 The pricing policy of the company
 The activities significant to the marketing outcomes
 Components of the marketing mix
 Monitoring and evaluation mechanism
 Final mix requirements: budget, organizational objectives and
others

COMPANY BACKGROUND
 Braaap is company operating in the automotive sector of Australia
 The company offers diverse array of motorbikes
 The company has been successful In segregating the products
 The company has been recognised for their diverse product
portfolio.

PRODUCTS BACKGROUND
 The main products offered by the company are motorcycles
 The company has designed a diverse product portfolio.
 The products offered by the company has been segregated into 3
categories.
 The categories are: Road; Dirt and Youth
 The products have been segregated according to the needs they
satiate in the market.

PRICING POLICY
 It has been found that the market is controlled by players such as
BMW and Harley Davidson.
 The latter operate in the niche sector
 Braap offers products at diverse prices
 Diversity in price is as a result of diverse income competencies of
the customer community
 The company has also included finance option such as credit
facilities and EMIs.

ACTIVITIES SIGNIFICANT FOR
GENERATION OF FAVOURABLE
MARKETING OUTCOMES
Following are the activities that needs to be carried out effectively
in order to satiate marketing needs;
 Effective Promotion
 Development of Customer Base
 Effective distribution channels’
 Efficient customer service
The above activities have been effectively carried out by the
company.

PROMOTIONAL METHODS
Following are the promotional methods that Braaap has used;
 Search Engine Optimisation
 PPC click generation through Search Engine Optimisation
 Website development
 Integration of social media campaigns in the website
 Social media marketing
 Event sponsirships

CUSTOMER BASE DEVELOPMENT
 Braaap has focused on the development of a reliable customer base.,
 Segregation of the products on the basis of the customer needs
 Road category of the company deals with the needs associated to the
needs customers who commute through road or enjoy rides on the road.
 Dirt category caters to the needs of the customers who enjoy dirt biking
as a motor sport.
 Youth section of the product portfolio deals with the needs associated to
the youth of the Austarlian Population.
 Thus, the company is likely to develop an effective customer base.
 Additionally the company has carried out effective integration with
social media.

DISTRIBUTION CHANNELS
 The company has chosen a 1-Level distribution channel
 The consumers can source the products from retailers
 There are no other parties involved
 This ensure speed
 Reduces complexities and additional charges
 The dealerships can be located from the website.

CUSTOMER SERVICE
 The company has realised importance in Customer Service
 The company has been able develop a favourable competency in
the same.
 Following are the inclusions in the Customer service competency
of the company;
I. 24 x 7 customer support
II. Help through email
III. Fast and responsive social media handles
IV. Accessibility to dealership with CS centres

MARKETING MIX
Following are the components of the Marketing Mix of the company;
Product: The products that are being offered by the company are motorbikes. The motorbikes that are
offered by the company have been segregated into 3 categories as mentioned before. Furthermore, the
product portfolio of the company offers various vehicles satiating the needs of different consumers.
Price: Various pricing option are offered by the company. The company offers their products at prices that
help in gaining favourable nature of advantages through various financial schemes. The main aim of the
company is to offer flexibility to the consumers.
Place: The Company operates throughout Australia with dealerships in major cities. The dealership or the
retail outlets that sell the products offered by the company can be located from the webpage of the
company.
Promotion: The Company excels in digital marketing thus, it encompasses the various digital marketing
perspectives that help in identification of the issues that help in capturing the pulse of the market. The
company has not currently applied any traditional marketing tools. The company has carried out Search
Engine Optimization so that they are able bolster PPC.

EXTERNAL ENVIRONMENTAL
FACTORS
 The political, economic, social, technological, environmental and
legal factors assimilate to form the external environmental factors.
Following are the main areas of focus of the company;
 Economic factor: High per capita income and high GDP
 Technological factor: High rates of innovation
 Environmental factor: Appreciation of sustainable notions
 Legal factor: Presence of legal obligation to be abided by.

MONITORING AND EVALUATION
MECHANISM
Following are the areas that to be monitored and evaluated;
 Budget: High portions to be included in the promotional budget
 Strategic Objectives: Increase in reach of the company through
expansion
 Marketing Objectives: Introduction of traditional marketing to
attract the masses.
 Positioning: Positioning the company as a people oriented.

REFERENCES
 Haisken-DeNew, J., Ribar, D.C., Salamanca, N., Nicastro, A. and Ross, J., 2019. Improving the Commonwealth
Bank of Australia-Melbourne Institute Observed Financial Wellbeing Scale.
 Braaapmotorcycles.com, 2020. About us. [online] braaap Motorcycles. Available at:
https://www.braaapmotorcycles.com/pages/about-us [Accessed 29 Jan. 2020].
 Braaapmotorcycles, 2020. braaap Motorcycles. [online] braaap Motorcycles. Available at:
https://www.braaapmotorcycles.com/ [Accessed 29 Jan. 2020].
 Braaapmotorcycles.com 2020. road. [online] braaap Motorcycles. Available at:
https://www.braaapmotorcycles.com/collections/road [Accessed 29 Jan. 2020].
 Braaapmotorcycles.com 2020. dirt. [online] braaap Motorcycles. Available at:
https://www.braaapmotorcycles.com/collections/dirt [Accessed 29 Jan. 2020].
 Braaapmotorcycles.com, 2020. youth. [online] braaap Motorcycles. Available at:
https://www.braaapmotorcycles.com/collections/youth [Accessed 29 Jan. 2020].
 Studeny, M., Bartels, A., Rauch, M., Scheiblich, M., Just, V. and Buchmüller, M., 2017. Innovation management,
Environmental sustainability, and market competitiveness.
 Jerath, K., Kim, S.H. and Swinney, R., 2017. Product quality in a distribution channel with inventory
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 Freichel, S.L., Wollenburg, J. and Wörtge, J.K., 2019. The role of packaging in omni-channel fashion retail supply
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