Strategic Marketing Implementation: Dare Iced Coffee Brand Analysis

This report provides a strategic analysis of Dare Iced Coffee's marketing implementation, emphasizing the importance of social media and digital marketing for brand promotion. It highlights Dare's past campaigns, including limited edition packaging and partnerships with content creators like Hamish & Andy. The report suggests enhancing product placement in health-conscious environments such as gyms, offices, and health stores, given the increasing consumer focus on healthier beverage options. Additionally, it proposes improvements to Dare's existing application by adding a feedback section to foster community engagement and knowledge sharing among users. The analysis concludes that with effective marketing strategies, Dare Iced Coffee has the potential to become a leading international brand in the healthy beverage market. Desklib offers a platform for students to access similar solved assignments and study resources.

Running head: STRATEGIC MARKETING
STRATEGIC MARKETING
Name of the Student
Name of the University
Author Note

1
STRATEGIC MARKETING
STRATEGIC IMPLEMENTATION
Nowadays to promote any kind of businesses, social media can be considered the trump card.
Not only because it is an effective method, but it can be implemented by any kind of business, no
matter it is large or small. It is a cost effective method used to syndicate contents and it increases
the visibility of the business. This strategy increases the brand recognition when the customer
engages with the business (Okazaki and Taylor 2013). In case of Dare Iced Coffee, it is an
internationally recognized brand and in the past it has used the means of digital marketing like
YouTube or Facebook ads to promote. The company also utilized APN Outdoor’s digital
billboard networking for an effective and tactical campaign. Recently they extended their latest
campaign by launching a new limited edition packaging. There are a total of five versions of the
new packaging where each of the bottles has jumbled the Dare logo, which is to contrast with the
headline “When you place is all over the head, a Dare Fix’ll Fix it”. It is a very effective method
to get the customers to collect all the packages to thus increase the sales. On the month of April
2016, Dare also announced a partnership with the Australian comedy duo Hamish & Andy that
would include sponsorship of their digital content across the medium of Facebook, Twitter,
YouTube and their official website. As people are looking for healthier products nowadays, Dare
products are on the right track if it is placed on the road. Their brand is growing at a rate of
10.9% in the convenience channels for the last 5 years. Currently the company holds the number
one spot milk beverages and that with a share percentage of 36.4% (Campaign Brief Australia.
2018).
However to implement an even better marketing strategy for promotion, Dare Iced Coffee should
make a better product placement. As they are already on top of the list when looking at milk
beverages, they should start distribution channels across gyms, offices and health stores. Since

2
STRATEGIC MARKETING
few years, people are more and more concerned about their health and therefore soft drink
companies like Coca-Cola or Pepsi have fewer sales as compared to 10 years ago (Sloan 2014).
Now people actually look for health drinks like fruit juice or ice coffee to maintain their health.
If Dare Iced Coffee implement their marketing strategies correctly and uses the similar
distribution chains like Coca-Cola, they would be further ahead in the curve (Marsh et al. 2014).
Another successful platform is online, where Dare already possess an application where audio
based training program are designed to recover from anxiety, panic attacks, insomnia and much
more. This application is really popular however it can be made better. Though it posses
probable solutions for health problems what it does not have is a feedback section where people
can put their own ideas of what they have experienced, other people who share the similar
experience can learn from others and not just the application. This brand is really popular and it
has all the factors to become one of the international giants for healthy beverage products in the
near future.

3
STRATEGIC MARKETING
References
Campaign Brief Australia. (2018). Iced coffee brand Dare and Switch Digital announce new
partnership with Hamish & Andy. [online] Available at:
http://www.campaignbrief.com/2016/04/iced-coffee-brand-dare-and-swi.html [Accessed 21 May
2018].
Sloan, A.E., 2014. Healthy Solutions and Cutting-Edge Culinary Concepts.
Marsh, A.J., Hill, C., Ross, R.P. and Cotter, P.D., 2014. Fermented beverages with health-
promoting potential: past and future perspectives. Trends in Food Science & Technology, 38(2),
pp.113-124.
Okazaki, S. and Taylor, C.R., 2013. Social media and international advertising: theoretical
challenges and future directions. International marketing review, 30(1), pp.56-71.