Reference no: EM133539753 , Length: word count:1700
Digital Marketing and Competitive Advantage
Assessment - Competitive Advantage Analytics Report
COMPANY PROFILE - Bundaberg Brewed Drinks Pty Ltd
Your Task
- You have been engaged as a consultant to advise Bundaberg ginger beer, the iconic Australian non-alcoholic beverage. Bundaberg is looking for your advice on how to enhance their digital marketing approaches, especially given that a new generation of young adult consumers in Australia are increasingly likely to be ordering their groceries online instead of browsing the shelves of supermarkets. This is a timely opportunity for Bundaberg to consider how to be top of mind amongst this target segment, when compared to other non-alcoholic beverages that these young adults might also be thinking about.
- The first step in your consulting services to Bundaberg is to visit the brand's website and also to understand a bit about its history:
- The digital transformation opportunities that Bundaberg are choosing to pursue could very well establish a competitive advantage for them within this retail beverage space. Bundaberg is looking to you to provide expertise on how they formulate and implement their ongoing digital transformation, to set themselves up for success in the future.
- Analysis of a live case study
- Based on the case study, make recommendations on customer segmentation, targeting and product positioning; using the marketing mix to engage with the target segment; pricing tactics; marketing costs; customer relationship management and acquisition; and A/B testing and multivariate testing to pursue.
Assessment Instructions
Your report should have the following headings and address the topics below:
1. Introduction: A brief summary of the situation in the case study and what you, as a consultant, have been tasked with doing for your client
2. Data: An indication of:
- What data you are able to obtain through public searching about Bundaberg
- What further data you would like to receive from Bundaberg directly
- What additional data you will have to collect for your consulting work
3. STP: Your recommendations on:
- How to approach segmenting the market
- Which segment you wish to target
- How to position Bundaberg for that target segment
4. Marketing mix: After you have positioned Bundaberg, indicate:
- What your proposed product or service should be (e.g., should it remain as is, or do you have suggestions on how to change it to pursue a stronger competitive advantage?)
- How you will promote the product or service to the market (e.g., using your digital assets)
- The place that customers should access the product or service (e.g., digital channels of distribution)
- Pricing strategy for the product or service (e.g., tactics to use; understanding value to the customer)
5. Marketing costs: What fixed, variable and marginal costs are most relevant to this case study?
6. Customer relationships: Your recommendations on:
- What Bundaberg should do with customer relationship management
- What Bundaberg can do to acquire new customers
7. A/B testing and Multivariate testing: State what A/B testing and multivariate testing you would like to conduct, and why
8. Conclusion: Summarise the most important recommendations you are proposing that Bundaberg should address first, and what metrics Bundaberg should look at to understand whether your advice has produced beneficial outcomes
9. Statement of Intent: You will write a short statement of intent which addresses: (1) who your target audience is for the report, in the context of your consulting activity for Bundaberg; and
(2) what techniques you have used to connect with that audience and improve the readability of your report for that audience.