MRKT20057 Global Marketing Presentation: Byron Bay Cookie Strategy

This presentation provides a comprehensive overview of the global marketing strategy employed by the Byron Bay Cookie Company. It delves into the company's background, market selection strategies, competitive positioning, and pricing approaches. The presentation explores the promotional tactics utilized, including discounts, food fair participation, free samples, and logo design. Furthermore, it examines the distribution strategies, encompassing indirect, direct, intensive, selective, and exclusive methods. The conclusion summarizes key promotional strategies and recommends managing processes like product processing, distribution, and pricing to reach customers effectively. The presentation also suggests modifying pricing to target consumers and focusing on stakeholder relationships for global marketing success. The assignment is based on a presentation format and includes references to academic sources.

GLOBAL MARKETING
(Presentation on marketing strategy of Byron Bay Cookie)
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INTRODUCTION
■ Byron Bay cookie company is an Australian based
original cookie company,
■ It has its own cafe which is serving since last 25
years.
■ The company is famous for making glass cookie
jars which are being found on many cafes all over
the country.
■ The company was started in the year 1990 as a
small business.
■ It provided original recipe of baked cookies and
sold its products in local markets.

GLOBAL MARKETING
■ Global marketing is comprised as
the process of regulating marketing
strategies of an individual
company and adapt the terms and
conditions of another countries
■ The primary aim of global
marketing is to sell the product or
service through global market.
■ It adapts the terms and conditions
of another countries.

MARKET SELECTION
STRATEGY
■ The company makes the design in the initial stage
and then implement it to achieve the target.
■ Market selection is termed as a marketing strategy
which has been decided based on the broad target
market of the customers,.
■ The market selection of Organic Wildlife Biscuits is
based on mixing of three factors like behavioural,
demographic and psychographic it depends on the
basis of income.
■ The organic wildlife biscuit product segmentation
has done on the basis of flavours and size.
Selection of the market
Market segmentationProduct launch
Making the design

COMPETITIVE STRATEGY
■ Several biscuit companies have hit the
market and there is huge competition
among the companies in the market.
■ The company mainly focus on the
progress of the technologies as it
manufactures an efficient and organic
biscuit at a massive scale.
■ The usage of this modern technologies in
this biscuit industry have played a major
role as it satisfy the consumer needs
through all the regions of the world.
Competitive
strategy
Efficient
growth in
the market
Meeting
the needs
of the
customers
Progress
of the
technologi
es

PRICING STRATEGY
■ Byron Bay cookie company set their
product pricing to compete with other
competitors in the market that is called
economy pricing.
■ Company set its product pricing to
penetrate its competitors to reach its
consumers that is penetration pricing.
■ Psychological pricing is also followed by
the company that is made understanding
the consumers emotion.

PROMOTIONAL STRATEGY
Byron Bay cookie company follow some promotional aspects
those are discussed below:
■ Discount giving while distributing product: Giving
discounts while distributing the cookie products to
customers, helps to increase the product demand.
■ Participation in food fair: Participating in a food fair is a
most effective way to reach the cookie products to the
people and get customers attention
■ Free sample of cookies distribution: Giving free sample
distribution through arranging live events, can enhance the
brand popularity and customer acceptability.
■ Create an Alluring Logo: A well-designed brand logo
with the appropriate colour combination is great
promotional aspect for business as customers get attracted
by its vibrant packaging and logo.
Promotional
Strategy
Attraction
Distributio
n
Participation
Discounts

DISTRIBUTION STRATEGY
There are five strategies of the
global distribution of a product that
are as follows:
■ Indirect distribution
■ Direct distribution
■ Intensive distribution
■ Selective distribution
■ Exclusive distribution
Indirect
Distribution
Direct
Distribution
Intensive
Distribution
Selective
Distribution
Exclusive
Distribution

CONCLUSION
■ The company uses some promotional strategies such as participation in
food fair, free sample cookie distribution and makes its packaging
attractive to reach the customers.
■ Giving discounts is also a promotional strategy to attract customers in the
festival seasons that bring the company at the peak of the market.
■ For the purpose of global marketing, company apply indirect distribution
by different outlets of different cities of Australia.

RECOMMENDATION
By understanding the marketing strategy and competitive strategy, it is
recommended that:
■ the company should manage all processes like, product processing,
distribution and pricing in a way that it can reach the customers.
■ The company should modify its pricing strategy to target consumers that
will help to target market.
■ For the purpose of global marketing, the firm should focus on its
stakeholders and should maintain a good relationship between local
marketing teams.

REFERENCES
■ Alon, I., Jaffe, E., Prange, C., & Vianelli, D. (2016). Global marketing (2nd ed.). New York: Routledge.
■ Bergemann, D., & Bonatti, A. (2015). Selling Cookies. American Economic Journal: Microeconomics, 7(3), 259-294. doi:
10.1257/mic.20140155
■ Bussi, L. (2019). Retrieved 24 September 2019, from https://paulwriter.com/magic-of-oats-cookie-and-coffee-product-pricing-strategy/
■ Daisy-Jones, L. (2019). Engaging Australia's new biscuit generation. Retrieved 24 September 2019, from
https://www.mintel.com/blog/food-market-news/engaging-australias-new-biscuit-generation
■ Davcik, N., & Sharma, P. (2015). Impact of product differentiation, marketing investments and brand equity on pricing
strategies. European Journal Of Marketing, 49(5/6), 760-781. doi: 10.1108/ejm-03-2014-0150
■ De Villa, M., Rajwani, T., & Lawton, T. (2015). Market entry modes in a multipolar world: Untangling the moderating effect of the
political environment. International Business Review, 24(3), 419-429. doi: 10.1016/j.ibusrev.2014.10.001
■ Hammond, M. (2019). Homegrown cookie franchise bites into global market - SmartCompany. Retrieved 23 September 2019, from
https://www.smartcompany.com.au/startupsmart/advice/startupsmart-growth/homegrown-cookie-franchise-bites-into-global-market/
■ Hohenthal, J., Johanson, J., & Johanson, M. (2015). Network knowledge and business-relationship value in the foreign
market. International Business Review, 23(1), 4-19. doi: 10.1016/j.ibusrev.2013.08.002
■ Mooij, M. (2018). Global marketing and advertising. Los Angeles: Sage.
■ Watson, G., Weaven, S., Perkins, H., Sardana, D., & Palmatier, R. (2018). International Market Entry Strategies: Relational, Digital, and
Hybrid Approaches. Journal Of International Marketing, 26(1), 30-60. doi: 10.1509/jim.17.0034