Marketing Principles: A Case Study of Golden Circle Juice Company

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MARKETING PRINCIPLES
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MARKETING PRINCIPLES
Executive Summary
This assignment emphasizes on understanding basic concepts, principles and theories of
marketing in relation to Golden Circle Company that is a juice manufacturing company in
Australia. It also analyzes the external factors and marketing mix strategies in light of a new
product introduced by the company. The segmentation table and positioning map used analyzes
the present position of the chosen company in the competitive market of the country.
Table of Contents
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MARKETING PRINCIPLES
Introduction......................................................................................................................................4
Company Summary.........................................................................................................................4
Industry Overview...........................................................................................................................4
The Brand’s Micro and Macro Environment...................................................................................5
Developing the SWOT....................................................................................................................5
Segmentation...................................................................................................................................6
Positioning Map...............................................................................................................................6
Marketing Mix strategies.................................................................................................................8
Product.........................................................................................................................................8
Pricing..........................................................................................................................................9
Place...........................................................................................................................................10
Promotion..................................................................................................................................10
Recommendation...........................................................................................................................11
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
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MARKETING PRINCIPLES
Introduction
A good marketing strategy involves in knowing the key features of the product and the target
market. A business can be streamlined towards attracting customers as soon as the thought
process, ideas, needs and wants of a consumer are analyzed. The correct strategy helps us to
remove trial and error tactics and focus on the right things smartly (Patrutiu, 2016).
Company Summary
Golden Circle is located in Brisbane, Queensland and is a subsidiary of US- based Kraft Heinz. It
was introduced in 2010 in Queensland Business Leaders Hall of Fame for its contribution to the
country’s economy by processing fruits and vegetables. It owns Original Juice Company at Mill
Park, Melbourne and a fruit packing operation in Griffith, New South
Wales (Goldencircle.com.au, 2019).
Industry Overview
In Australia, people have widely accepted fresh fruit juices over traditional flavoured fruit juices
in the recent times. There is a huge competition in the local as well as in the international market.
According to the researchers, it is forecasted that the Australian fruit juice market is growing at
the rate of 1.7 billion with an increasing CAGR of 2.73%. The Golden Circle Company has
accounted for 92.6 billion USD at present and expected to expand at an annual growth rate of
5.6%. The present market share of the company is 18% in 2017-18 as compared to its
competitors (Goldencircle.com.au, 2019).
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MARKETING PRINCIPLES
Competition in this
industry is high and
the trend is
increasing.
Competition within
the industry
has increased over
the past five years as
participation grows
(IBIS World). At the
same time, the
industry is threatened
by both direct and
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MARKETING PRINCIPLES
indirect competition.
Real Iced Tea’s direct
competitors
are Lipton and Fuze
Iced Teas whereas it’s
indirect competitors
are other companies
in the
beverage industry
such as Coca-Cola
Amatil (soft drinks) ,
Golden Circle (Juice) ,
Blueprint
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MARKETING PRINCIPLES
Organic (Kombucha)
and Red Bull (energy
drink).
Competition in this
industry is high and
the trend is
increasing.
Competition within
the industry
has increased over
the past five years as
participation grows
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MARKETING PRINCIPLES
(IBIS World). At the
same time, the
industry is threatened
by both direct and
indirect competition.
Real Iced Tea’s direct
competitors
are Lipton and Fuze
Iced Teas whereas it’s
indirect competitors
are other companies
in the
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MARKETING PRINCIPLES
beverage industry
such as Coca-Cola
Amatil (soft drinks) ,
Golden Circle (Juice) ,
Blueprint
Organic (Kombucha)
and Red Bull (energy
drink).
Competition in this
industry is high and
the trend is
increasing.
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MARKETING PRINCIPLES
Competition within
the industry
has increased over
the past five years as
participation grows
(IBIS World). At the
same time, the
industry is threatened
by both direct and
indirect competition.
Real Iced Tea’s direct
competitors
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MARKETING PRINCIPLES
are Lipton and Fuze
Iced Teas whereas it’s
indirect competitors
are other companies
in the
beverage industry
such as Coca-Cola
Amatil (soft drinks) ,
Golden Circle (Juice) ,
Blueprint
Organic (Kombucha)
and Red Bull (energy
drink).
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MARKETING PRINCIPLES
The Brand’s Micro and Macro Environment
Microenvironment affects the company in a specific sector and has direct impact on the
company’s success. The Golden Circle Company has multiple channels that can be used to get
food from producers to consumers. The customers include people of the country including young
to aged and also restaurants and other food establishments like cakes, fast food outlets or
hospitals. The suppliers of the company help in the efficient transfer of finished products of the
company to its consumers either directly or indirectly (Patel, 2017). The retailers, wholesalers
help in the efficient flow of such goods to the consumers without any delay. The company has
threat from its competitors who is producing the same product as theirs in the market.
Macro environment are uncontrollable forces and the company must adapt strategies to survive
in such situation in the market. The demographic feature influences the product as they are
changed frequently due to the change in mentality, customers’ age and preferences. The
economic factors also influence the company because the purchasing power of each individual is
different altogether. The cultural factors of every people are different which differentiates the
buying pattern of consumers. The political factors also provoke companies to change their rules
and policies, which in turn affect the consumers at large (Symmank et al., 2017).
Developing the SWOT
The company has a clear differentiation from its competitors as its products are made from fresh
fruits and is available in variable tastes and flavours. The company has threats from its internal
and external competitors like Coca Cola and Goulburn Juice Company. However, the company
has tied up with many cafes and restaurants and is producing diversified products, which are
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