Comprehensive Analysis of Braaap Motorcycles' Marketing Mix Strategies

This report provides a comprehensive analysis of Braaap Motorcycles' marketing mix, evaluating its key characteristics, pricing strategies, promotional methods, distribution channels, and customer service effectiveness. The report identifies the company's product segmentation into Road, Dirt, and Youth categories, examining the significance of these offerings in the market. It explores the impact of Braaap's pricing policy, considering market competition and financial schemes. Furthermore, the report examines the promotional methods employed, including social media and website marketing, along with the company's distribution channels and customer service approach, including their 24/7 support and lifetime warranty. The potential customer base is defined, and key pressure points are identified. The report also assesses each component of the marketing mix—product, price, place, and promotion—and their combined contribution to Braaap's marketing objectives. Finally, the report considers the external environment, consumer needs, new product launches, and the overall effectiveness of the marketing mix in achieving corporate governance and sustainable outcomes.

Introduction
It has been found that there are various successful companies that are emerging from
Down Under. Companies such as Milo, Qantas, Arnotts’, Commonwealth Bank and other have
been successful in establishing an international presence (DeNew et al. 2019). Hence, it can be
opined that the nature of the industry is such that it is characterized by the development of
businesses that have high potential. Braaap is an Australian Automotive Company that was
founded almost a decade ago and the company has been coming up with products with the help
of which the company has been able to develop favourable nature of outcomes through which the
company has been successful in contributing to the sustainability of the environment
(Braaapmotorcycles.com 2020). The aim of the paper is to critically evaluate the scope of
operations of the company by identification of the core characteristics of the products and
services offered by the company, review of the pricing policy, the promotional methods applied
by the company, distribution channels and the customers service efficacy of the company.
Furthermore, the paper will adjudge the customer base of the company and critically evaluate the
marketing mix of the company.
Discussion
Key characteristics of their products and services and their significance to the
market
Motorbikes are the main products that are being offered by the company. Braap has been
able to develop a favourable product portfolio with the help of which they have become
competent enough to satiate the needs of the diverse customers of the company situated
throughout Australia. The products or the motorcycles that are offered by the company has been

segregated into 3 categories. Road, Dirt and Youth are the 3 segmentations that have been made
in accordance with the motive of the company (Braaapmotorcycles.com 2020). The nature of the
products can be determined by the name of the products. It can be seen that the company has
been successful in branding the products effectively. The latter has allowed the company to
establish a standard that is characterized by the development of a unique efficacy in the form of
effective positioning propensity. The motorcycles that have been segregated into the Category of
Road are bikes that are suitable for the road (Braaapmotorcycles.com 2020). This implies that the
bikes under the tab of Road are road worthy, they can be used for long drives and suit the
lifestyle of the urban Australians. The tab of Dirt is an assimilation of bikes that can be used for
competitive sports. The main target consumers of the bikes found under this section are Dirt
Biking enthusiasts and the individuals who are associated to Dirt Bike as a motorsport
(Braaapmotorcycles.com 2020). The Youth Section of Braaap offers products that cater to the
needs of the Youth (Braaapmotorcycles.com 2020). The Youth Section of the company offers
products that helps in gaining favourable advantages in terms of sustainable nature of outcomes
by recognition of the needs of the customers.
Pricing Policy and its effect on the Demand
The demand of a product depends on the price at which the product or service is offered
in the market. The price at which the product is offered in the market, depends on the nature of
prices of the products that are offered by the competitors. The market in which the company
operates has companies that offer wide array of motorbikes. Companies such as Harley Davidson
and BMW are the top players in the market and the prices that are offered by the company
shapes the prices of the products that are offered by Baaarp (Studeny et al. 2017). However, the
products that are offered by the company are diverse in nature. There are different price points at

which the motorcycles are offered by ten company. Apart from the diverse price points at which
the products are offered in the market, it can be said that the company has various types of
financial schemes that can help in assisting the customer community in arriving at the purchase
decision. Hence, it can be said that the motives of the company are perfectly aligned to the needs
of the consumer community.
Impact and Importance of promotional methods
There are various promotional methods that can be used by companies in order to
promote their products and services in the market that they are operating in. The promotional
approach that has been adopted by the company shows an extensive amount of segregation that
helps in targeting specific groups of customers. The promotional strategy that has been adopted
by the company involves social media marketing and website marketing. Furthermore, the
company has effectively carried out search engine optimization that helps in satiating the needs
associated to PPC and related motives of the company.
Channel of Distribution
Channel of distribution refers to the channel through which the products offered by a
company reach the end user (Jerath, Kim and Swinney 2017). There are mainly 3 types of
distribution channels; a distribution channel in which there exist intermediaries such as
wholesalers and retailers, a distribution channel in which there exist just one intermediary that is
a retailer and a distribution channel in which there exist no intermediaries. The distribution
channels are known as a 2 level, 1 level and Omni Level distribution channels respectively. The
distribution channel has been implemented into operations by Braaap, is a 1 level distribution
(Freichel, Wollenburg and Wörtge 2019). The dealerships of the company can be located using

the website of the company. The company being available across the country makes it easier for
the company to maximize the sales of the company.
Levels of Customers Service
In the modern business environment, it can be said that the customer service is one of the
most effective functional wings. The latter helps in ensuring that the process of marketing is
continued till the very last point. Hence, it can be said that companies need to cater to the same
in order to effectively satisfy the needs of the customer community. The customer service wing
of the company has been effective in terms of development of the factors that help in satiating
the needs of the customer community. The company can be reached by using the 24x7 customer
support number, the company can be reached through e-mail and through social media pages on
Facebook, YouTube and Instagram. Furthermore, it has been found that company’s website has
direct synchronization with Facebook Messenger. Apart from the latter is has been found that the
company has been able to justify the fact that they prioritize the needs of the customers by
offering the customers lifetime warranty on the products that they purchase from the company.
Potential Customer base and Key pressure points
The target customers of the business has been identified by the company are individuals
who have an affinity for riding motorcycles. The potential customer base of the company is an
assimilation of people who commute using bikes, individuals who are inclined to motorsports or
the youth who are inclined towards the use of motorcycles.
There are key pressure points that helps a company in ensuring that customers can be
reached. Furthermore, it can be said that pressure points such as areas to convert potential
customers into actual customers should be justified by a company. Following are the areas in

which the company can emphasizes in order to ensure that they are able to satiate the needs of
the company in accordance with the development of favourable nature of outcomes while the
company operates in the industry with the motive to develop a customer base;
1. Traditional Marketing
2. PR events
3. Cold calling
4. Analyzing the competition
Components of the Marketing mix and their significance
The four main components of the marketing mix of a marketing mix are:
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 Environment
The political, economic, social, technological, environmental and legal factors assimilate
to formulate the external environment that highly influences the operations of companies. The
operations of the Braaap is influenced by the external factors such as the economic condition,
technological, environmental and the legal factors. The economy of Australia is strong and
resulted in strong GDP and high per capita income which bolsters the ability of the consumers in
purchasing the products that are offered by Braaap. Innovation is an aspect that is appreciated by
the government of the country. The latter backed up by the environmental sustainability notions
of businesses as a whole help in receiving favourable notions from the government. Thus,
technological innovation helps in bolstering the sustainability quotient of companies. Legal
obligations such as laws and obligation protect the rights of the various stakeholders associated
to the companies that operate as individual or assimilated business entities.
Consumer needs and Priorities
The needs of the consumers determines the demand for a product or service. Thus, it can
be said needs of the consumer can be effectively catered to once a company is able to identify the
factors that help in gaining the appreciation from the consumer community. The consumer needs
should thus be tapped, this would help in satiating the needs of the company which is through
generation of turnover. The need of the consumer community is characterized by the affiliation
for the motor sports or bikes in general. Thus, it can be said that the main aim of the company is
to satiate the needs of the consumers.

New Products and Services
There are various newly launched products that have been launched by the company.
New Products such as the Café-Racer, Moto 3, MXA-125, and MX-50F are some of eth newly
launched products. As mentioned before, segmentation is an activity that has been effectively
carried out by the company. The aim of the company is to effectively position the new products
associated to the needs of the diverse consumers of Australia. The company aims be at a position
that helps in satiating the needs of the consumer community. Inclusion and diversity is an aspect
that is being appreciated in the Australian Community. Thus, companies need to identify the
needs associated to the development of inclusion and diversity and hence, the company has been
able to gain favourable nature of outcomes that helps justification of the fact that the company
abides by the trends that are being carried out.
Assessment of the Marketing Mix
A wide array of products that the company has been able to market is aimed at the
satiation of the needs of the company in terms of generation of sustainable outcomes. The
products that are offered by the company are aimed at satiating the needs of the consumer
community. Increase in the number units sold results in the increase of the turnover generation.
The generation of turnover helps in satiating the needs of diverse stakeholders associated to the
company. Furthermore, it can be said that the latter is a method through which the company will
be able to achieve corporate governance. Hence, it is the aim of the company to ensure that the
needs of the company and the diverse stakeholders associated to the company is fulfilled with the
help of the products that are pitched in the Australian market.

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