Analysis of Marketing and Advertising Issues: Bundaberg Brewed Drinks

This report analyzes Bundaberg Brewed Drinks Pty Ltd.'s marketing and advertising strategies, particularly in North Queensland. It examines the company's use of social media, celebrity endorsements, and co-branding, while also identifying issues such as limited reach to non-internet users and the high costs associated with celebrity endorsements. The report evaluates the effectiveness of the company's marketing strategies in attracting customers and tourists, contributing to Queensland's economy. It recommends the company diversify its advertising media by incorporating print and broadcasting media to reach a broader audience and enhance brand messaging. Desklib provides a platform to access this and other solved assignments for students.

Running Head: BUSINESS MANAGEMENT 1
Business Management

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Table of Contents
Introduction.................................................................................................................................................3
Advertising..................................................................................................................................................3
Issues...........................................................................................................................................................3
Evaluation....................................................................................................................................................4
Recommendations.......................................................................................................................................5
References...................................................................................................................................................6

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Introduction
Bundaberg Brewed Drinks Pty Ltd. is one of the largest brewers of non-alcoholic beverages
situated in Bundaberg, Queensland. The company was founded in the year 1960 and this
business is owned by an Australian family. Since the year 2006, it is engaged in exporting its
brewed beverages to more than 32 nations (Bundaberg Brewed Drinks Pty. Ltd, 2018). It offers
variety of beverages with different tastes and flavors like Ginger beer, root beer, lemon, peach,
blood orange, apple cider, pineapple, guava etc. The company is offering its products all over
Australia and North Queensland by using effective marketing and advertising practices. This
report includes marketing practices of company and issues faced by it. Moreover,
recommendations are given to improve marketing strategies in Far North Queensland.
Advertising
Advertising is the process of communicating with the users of products and services. It includes
the messages paid for by those parties who deliver them and are proposed to notify or influence
the people who get them. In North Queensland, Bundaberg Brewed Drinks Company is targeting
the middle class people and youth segments. The company is using innovative advertisements
via mass media along with co-branding with the retailers. It uses social media for marketing
beverages in this area as 85% of Queensland’s population is actively using internet and social
networking sites (Computerworld, 2013). Moreover, celebrity endorsement and event promotion
are the other ways which are practiced by Bundaberg Brewed Drinks. It endorses different
celebrities from sports and entertainment industry.
Issues
However, Bundaberg Brewed Drinks Company is using effective marketing and advertising
strategies, but still it is confronting some issues. One of the major issues is that this organization
is advertising its products as a beverage provider that has shifted the customers from other
healthy drinks’ brands. Moreover, the major marketing strategy of this brand is to use the social
media and internet sources. Due to this, the company is unable to target the people who are not
active on internet and networking sites (Elzinga, Tremblay and Tremblay, 2018). However, this
type of advertisement provides the opportunities to advertise with minimum costs but it limits the

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scope and area of its advertising process in Queensland. Moreover, it is engaged in using
celebrity endorsement advertising that increases the costs of advertising to the chosen firm in Far
North Queensland. Additionally, this company was unable to develop a positive positioning
among the targeted audiences in this location. As mentioned above, it is offering non-alcoholic
and diet beverages to customers that can make its image positive among customers. It can be
stated that the company is facing some issues in its advertising and marketing process, but still it
is effective to engage customers and attracting them towards its drinks with different flavors and
tastes. It assists it to attaining its final business objectives (Weinstein and Pohlman, 2015).
Evaluation
Marketing is one of the most significant things in which a business can engage. Marketing is
very important because it establishes brand awareness and assists the business to enhance sales,
develop the business and engage more customers (Chernev, 2018). It is a vital component of
business as it is the major process of finding, promoting and offering the products and services to
targeted audiences. By conducting an analysis, it can be stated that the marketing strategy of
chosen company is successful as they are able to attract customers and tourists by using social
media strategy and event promotion. Tourists are the major segments in Far North Queensland
that prefer to consume non-alcoholic beverages of Bundaberg Brewed Drinks. This segment
contributes $12.8 billion to the economy of Queensland that supports its business (Jang, et al,
2018). The company is able to enhance its sales and customer base by using effective marketing
strategies.
The major strength of this marketing strategy is that it covers a larger population of Queensland
and focuses on the youth segment. Moreover, its major weakness is that it leaves other people
and increases the costs of advertising. Yes, the company is able to reach its targeted market and
it is right segment for its beverages which can increase its revenues. It has implemented its
marketing strategies by conducting a market research that helped it to understand the needs and
expectations of customers towards non-alcoholic beverages (Booth, 2016). Under its marketing
strategy, it has focused on 4Ps of marketing mix product, place, price and promotion. It has
specified the features and benefits of products clearly along with their price benefits. The
company is offering its products using different distribution channels like retailers, wholesalers

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and supermarkets (De Mooij, 2018). Yes, it was able to develop interest, attention, desire and
action in their marketing process.
Recommendations
It is hereby recommended that the company should improve its marketing and advertising
strategies in Far North Queensland by using other advertising media like print media (newspaper
and magazines) and broadcasting media (Television). It will help Bundaberg Brewed Drinks to
the audiences other than social media users. This proposed action will be feasible in this area as
it will focus on the people who love to consume non-alcoholic and dietary beverages. By using
this new advertising, it will be able to communicate its brand message to its targeted customers
and attract more people towards its products.

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References
Booth, C., 2016, American dream: Bundy Brewed Drinks' US success, Available from
https://www.news-mail.com.au/news/american-dream-for-drinks/3057527/ [accessed on 31
October 2018].
Bundaberg Brewed Drinks Pty. Ltd. 2018, About Us, Available from
https://www.bundaberg.com/ [accessed on 31 October 2018].
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Computerworld, 2013, Bundaberg Brewed Drinks to Improve Customer Engagement and Market
Share with StayinFront EdgeCG On-Demand CRM, Available from
https://www.computerworld.com.au/mediareleases/17610/bundaberg-brewed-drinks-to-improve-
customer/ [accessed on 31 October 2018].
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Elzinga, K.G., Tremblay, C.H. and Tremblay, V.J., 2018. Craft Beer in the USA: Strategic
Connections to Macro-and European Brewers. In Economic Perspectives on Craft Beer(pp. 55-
88). Palgrave Macmillan, Cham.
Jang, S., Kim, J., Song, R. and Kim, H., 2018. Advertising strategy and its effectiveness on
consumer online search in a defaming product-harm crisis. Asia Pacific Journal of Marketing
and Logistics, (just-accepted), pp.00-00.
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.

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