Asahi Beverages Prima Brand Strategy Report - MKT001 Assignment

This report presents a brand strategy proposal for Asahi Beverages, focusing on the introduction of Prima tropical juices in tetra packs to the Australian market. The report delves into product design considerations, emphasizing the use of recycled materials and eco-friendly packaging. It outlines marketing strategies tailored to the Australian market, considering digital platforms, advertising regulations, and social responsibility. The report covers product design, marketing strategies, and the importance of branding in creating consumer awareness. The assignment addresses the specific requirements outlined by Asahi Beverages, including the product's flavors, packaging, and pricing, aiming to ensure the successful launch and market penetration of the Prima brand.

Marketing Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Branding and marketing strategy of Aashi Beverages................................................................3
Product Design............................................................................................................................3
Marketing strategies of the Aashi Beverages..............................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing management is a function that involves evaluation, planning, application,
promotion, branding and pricing of the products and services. Marketing activities are performed
by the company to communicate and delivering value to its customers (Chernev, A., 2018).
MAIN BODY
Branding and marketing strategy of Aashi Beverages
Product design is a part of marketing. It is the thinking of the new products and shape the
design of the products according to the preference of the customers. Developing new products is
both risky and important as the success of the product relies on its packaging and feel. Nowadays
the customers are more tend to preferred green product design as the product's packaging should
contain components that are environment friendly (Hong and et.al, 2019).
The beverages are available in the flavours of pineapple, mango, durian and banana. The
products are be introduced in a tetra packs for tropical fruit juices under the brand name Prima.
At the initial stage two types of product packaging would be sold in the markets of australia i.e.
of 350ml for $5 and 500ml for $7. The company made the Tetra packaging with the recycle
materials in japan.
Product Design
Tetra packaging was introduced in 1951 Åkerlund & Rausing in UK. The first carton was
made for the packing of milk. Tetra packaging are cartons of juices, milks and other beverages
that are available in the market to protect the product from outside environment and
contamination. The packaging are made up of different components layered on each other. The
components contain paperboard, plastic and aluminium. The packaging is light weight and
provide protection to the product so the product do not rot rapidly. The packaging materials are
recyclable and can be put to use again. The country's law provide stringent regulations for the
protection of the environment and the tetra packaging is known for its long sustainability and
recyclable qualities. The packaging not only provide protection against the pathogens but also
preserve the freshness of the beverages. On the contrary Tetra pack's multilayer contains low
density polyethylene (LDPE) and aluminium. The layers cannot be easily separated during
recycling process (Georgiopoulou and et.al, 2021).

Marketing strategies of the Aashi Beverages
Marketing of the products is made by mostly using digital marketing platforms by Aashi
Beverages. Australian regulators define marketing and promotional activities as a function of
maintaining social integrity within the country. Initiatives are taken by the government to spread
responsible advertising and marketing along with encouraging good dietary habits information
on the packaging of the products. As per food and beverages advertising and marketing
communication code of Australia, the companies that are related food and beverages industry
have to communicate the advertisement and promotion through maintaining social responsibility
sense. For the purpose of which the Aashi Beverages adopted set of standards in their marketing
and advertising methods.
 Accuracy and honesty in the information they communicate through advertisements.
 Compliance of the legal requirements. (Australian food code and Australian Food and
Grocery Council's initiatives).
 Social message on the products.
 Child Protection.
Aashi Beverages in its juice drinks portfolio market its products in different brand names
viz. Spring Valley, Charlie's, Pop Tops. The company develops advertisements of their products
by segmentation of the groups of people. Tropical Juices are consumed by all the age group so,
the company did not need to create different advertisement for the specific segment. Company
also in its advertisements and the promotional activities shows message about the how
convenient and portable the packaging is. Also how the packaging helps in the preserving of the
quality of the product. Also use of different colours for the different drink flavours helps Aashi
beverages to attract customers as the product is easily identifiable by the customers and also in
brand creation. Although most of the products of the company are available in the glass or plastic
bottles. While introduction of the tetra packaging is a challenging task. Creation of the
environment sustainability is the major challenge for company. Aashi beverages has to create
marketing campaigns to aware people about not to throw away Tetra cartons as the packaging
contains plastic that is harmful for the environment because of its non-degradable properties.
CONCLUSION
Branding and Product designing are the elements of the marketing that helps in the
identification of the products by its design and feel. While branding helps to create awareness of

people about the brand in the market. Use of visual materials develop an image of the brand in
the minds of customers (Sohail and et,al, 2018).

REFERENCES
Books and Journals
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Georgiopoulou and et.al, 2021. Recycling of post-consumer multilayer Tetra Pak® packaging
with the Selective Dissolution-Precipitation process. Resources, Conservation and
Recycling, 165, p.105268.
Hong and et.al, 2019. Green product design considering functional-product
reference. International Journal of Production Economics, 210, pp.155-168.
Sohail and et,al, 2018. Recent developments in intelligent packaging for enhancing food quality
and safety. Critical reviews in food science and nutrition, 58(15), pp.2650-2662.
Online
Beverages & Health, 2021. [Online]. Available through:
<https://www.asahi.com.au/responsibility/beverages-health>