This report presents a comprehensive marketing plan for Somersby Cider, a subsidiary of Carlsberg, focusing on its expansion into the Australian market. The plan begins with an executive summary and a table of contents, followed by an overview of marketing objectives, which include expanding communication reach and improving brand awareness. It then delves into target market selection, identifying the 18-30 age group, particularly millennials and Gen Z, as the primary demographic, emphasizing their preference for low-alcohol beverages and urban lifestyles. The positioning strategy focuses on differentiation through premium flavors and a wide variety of cider options, competing with brands like Strongbow and The Hills Cider. The marketing mix strategies are detailed, covering the product's attributes, pricing, promotional activities, and distribution channels. The report also includes an evaluation and control section, an implementation schedule with a Gantt chart, and concludes with recommendations and a reference list, providing a structured approach to marketing Somersby Cider in the Australian market. The plan highlights the importance of aligning product attributes with consumer benefits and leveraging the parent company's reputation.
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