Assignment 2a

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School

Royal Melbourne Institute of Technology *

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Course

MKT208

Subject

Marketing

Date

Feb 20, 2024

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docx

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Uploaded by ElderRockAlbatross7

Swinburne Online Teaching Period 2, 2023 MKT10009 Marketing and the Consumer Experience Assignment 2A: Brand Analysis Due Date: 28/08/2023 Date Submitted: 28/08/2023 Word Count: 1173 Table of Contents

1.0 Introduction ……………………………………………………………………………………… ….. 3 2.0 Summary of the Brand ……………………………………………………………………………4 & 5 3.0 Analysis of micro and macro environmental factors ……………………………….6 4.0 Positioning Map …………………………………………………………………………………….. 7 5.0 A persona of a target consumer ……………………………………………………………..8 6.0 Triggering need recognition ……………………………………………………………………9 7.0 Conclusion ……………………………………………………………………………………… ……..10 8.0 Referencing ……………………………………………………………………………………… …….11

1.0 Introduction Bega cheese is a major product offering in Australia’s cheese industry. This report will conduct a brand analysis on the popular Bega Cheese. This report will analyse the brand and market, explore both macro and micro environments and consider the ideal target market

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2.0 Summary of the brand Bega Cheese is an Australian dairy icon which was established in 1900 and has since become a cornerstone of the dairy industry. Bega Cheese has grown from a humble cooperative into a renowned brand known for its commitment to quality, innovation and tradition. From its modest beginnings in the town of Bega, New South Wales, the brand has expanded its reach to become a household name across the country. Bega Cheese has played a pivotal role in shaping the Australian dairy market. According to IBISWolrd, the Australian cheese has been deducted by -2.7% with a current revenue of $855.9m and Bega Cheese holds a significant market share within this industry. The brands dedicated to producing high quality dairy products has garnered the trust and loyalty of consumers. 2.1 The Four P’s When dissecting Bega Cheese's marketing mix, it's essential to examine the three levels of the product - core product, actual product, and augmented product. - Product: Bega Cheese offers a wide variety of dairy products each crafted with the quality of tase and innovation. Cheese varieties include an assortment of cheese types including classic cheddar, flavoured variants and specialty options. These offerings cater to a spectrum to taste preferences. - Price: Bega Cheese’s pricing strategy is aligned with its dedication to quality and value. The brand employs a competitive pricing approach that takes into account factors such as production costs, market positioning and consumer perception. Bega aims to strike a balance between offering premium quality products and ensuring affordability for a broad range of consumers.

- Place: Distribution is a crucial element for Bega Cheese’s success. The brand has established a robust distribution network that spans supermarkets such as Coles and Woolworths and even online platforms. This widespread presence ensures that Bega’s products are accessible to consumers across urban and rural areas. - Promotion: Bega Cheese’s promotional strategies revolve around its reputation for quality and its commitment to meeting consumer needs. The brand leverages various marketing channel including traditional advertising and social media to effectively communicate its unique value propositions. 2.2. 3 Level Analysis of the product - Core Product: at the core of Bega Cheese’s product is the essence of fulfilling consumer’s desires for enjoyable, versatile and nourishing dairy experiences. The core product represents the fundamental benefits and satisfactions that consumers seek such as taste and enjoyment and nutritional value. - Actual Product: The actual product represents the tangible features, characteristics and attributes of Bega Cheese’s offerings. It includes the physical aspect that consumer can see, touch and experience. Bega includes a variety of cheese types, packaging and branding and label. - Augmented product: The augmented product includes that additional services, benefits and intangible aspects that enhance the overall consumer experience beyond the physical product itself

3.0 Analysis of micro and macro environmental factors Micro Environment: Bega Cheese’s relationship with dairy farms is integral to its micro environment. These suppliers [provide the raw materials necessary for cheese production. The quality of dairy ingredients directly influence the final product’s taste and quality. Dairy farms play a vital role as primary suppliers of milk and dairy ingredients. The cooperative nature of this relationships aligns with Bega Cheese’s commitment to supporting local economies and promoting quality dairy products. The key risks associated with dairy farms and Bega includes a supply chain disruptions due to weather events, market fluctuations and changes in demands. These disruptions can impact production consistency and product availability. Macro Environment - Health and Wellness Trends: The trend towards healthier eating habits and wellness has a significant impact on Bega Cheese’s macro environment. As consumers become more health conscious, they seek dairy products that align with their dietary goals. While this trend presents opportunities for Bega to innovate and introduce healthier alternatives, it also reduces challenges. The brand must navigate the balance between producing nutritious product without compromising taste and texture. Failure to adapt to health and wellness trends could lead to decreased market share as consumer migrate to brands that better align with their preferences.

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4.0 Positioning Map: A positioning map visually depicts where Bega Cheese stands compared to its competitors in terms of attributes valued by consumers. The map considers aspects such as taste and quality to illustrate consumer perceptions: More Tasty Less More Natural Natural Less Tasty Bega Vanella Cheese Flinders estate

5.0 A persona of a target consumer Name: Laura Thompson Age and gender: Female, 32 years of age Residence: Melbourne Income: $65,000 The consumer’s motivations for using products in this category are: seeking a diary product that offers a balance between convenience and health. She values brands that prioritise ingredients and cater to her busy lifestyle Their frustrations with the products currently on offer are: the limited availability of dairy products that align with her health conscious value. She often finds it difficult reading nutritional labels and ingredient lists, searching for options that offer both taste and nutritional benefits. Their criteria for choice amongst competing brands are: revolving around nutritional value, convenience and taste. She gravitates towards brands that offer reduced-fat and natural options suitable for her Health-conscious, Laura, embodies the profile of a health focused consumer who places a premium on balanced living and wholesome choice. As a 32 year old, Laura priorities health and wellness. Her annual income of $65,000 supports her commitment to conscious consumption. Laura provides valuable insights into the type of dairy products that cater to individuals seeking both taste and nutritional benefits. Bega Cheese’s alignment with her criteria and motivations positions it as an appealing choice in her journey towards mindful eating and balanced living.

6.0 Triggering Need Recognition Bega Cheese effectively triggers need recognition for consumers like Laura by highlighting the brand's commitment to providing nutritious and convenient dairy options. Marketing campaigns emphasize the nutritional benefits of Bega Cheese products, showcasing how they align with Laura's motivations for her family's health. Offering simple and delicious recipe ideas for busy individuals further resonates with Laura's need for convenience and nutrition.

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7.0 Conclusion In conclusion, Bega Cheese's impact on the Australian cheese market is substantial, driven by its quality-focused approach and diverse product offerings. The micro and macro environmental factors, such as supplier relationships and health trends, significantly shape the brand's strategies. By resonating with personas like Laura, Bega Cheese effectively triggers need recognition and remains aligned with evolving consumer demands.

8.0 References IBISWorld - Industry Market Research, Reports, and Statistics . (n.d.). Www.ibisworld.com. https://www.ibisworld.com/au/industry/butter-dairy- product-manufacturing/96/ Error . (n.d.). Services.ibisworld.com. https://my.ibisworld.com/au/en/industry/c1133a/major-companies Bega Cheese Limited . (2013). Market Index. https://www.marketindex.com.au/asx/bga Bega Cheese On-Farm Quality Assurance Bega Cheese On-Farm Quality Assurance . (2018). https://begagroup.com.au/wp-content/uploads/2020/05/Bega- TMI-On-Farm-QA-manuals_-33477-80_manual1_pr2.pdf Bega. (n.d.). Bega Heritage . Bega.net.au. https://bega.net.au/bega-heritage.html Home . (n.d.). Better Farms Program. https://betterfarms.com.au/ Farm Sustainability . (n.d.). Bega Group. https://begagroup.com.au/sustainability/supplier-locations/

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