Case study (EAP4) - Grade: 7,5 PDF

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EAP4 ASSIGNMENT COVER SHEET Name:

TRIEU QUYNH HUONG

I.D: B1111911163

Class: EAP4 G29 Assignment: Case Study Assignment Question:(write out in full): Case study for revitalising the Slurpee brand of 7-eleven Australia. YouTube/ Google Drive link: https://drive.google.com/open?id=1BVYITOs1g6xlAMMmrBts8cnx_yFWwXFX

Due date: 17/09/2019

Date submitted: 16/09/2019

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Note: An examiner or teacher has the right to NOT mark this assignment if the above declaration has not been signed.

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Date:16/09/2019

EXTENSION – To be approved BEFORE original submission date Supporting evidence sighted: Yes / No

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Case Study: Revitalising the Slurpee brand Introduction This case study concentrates mainly on how 7-Eleven Australia revitalised a drink named Slurpee. 7-Eleven is the largest convenience retailer in the world, which was founded in 1927 and renamed into 7-eleven in 1946. Until now, its range of business has spread out all over the world with more than 35.000 stores and maintains the first place on the market. Based on a SWOT analysis, the content of this case study illustrates the revitalization of the Slurpee brand and a suggested strategy. Recommended courses of action From the SWOT analysis, the following recommendations are made: 

meet the demand of customers by creating more new flavours and innovate the design of Slurpee cups.

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strengthen the research on market trend, marketing and advertising campaigns: o product endorsement o product placement o advertising on Youtube

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organize annual sales promotions to attract more customers: o Buy two get one free o Coupons, sweepstakes

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o Games promotion

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disseminate the brand through organizing or becoming the major sponsor of the sports competitions such as Australian Open - a Grand Slam tennis tournament that took place at Melbourne Park.

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maintain full-sugared Slurpee, add more products range such as Slurpee without sugar and low-sugar alternatives.

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expand the Slurpee brand range not only in Australia but also in some other potential markets such as Asia.

Appraisal of recommended courses of action: As a result of advertising campaigns and promotions, more and more consumers will be aware of the quality of the Slurpee brand. Moreover, the innovation in taste and appearance of Slurpee drink will arouse customers ’s curiosity and make them want to try Slurpee. Therefore, they will be willing to pay the higher price to try the product. By developing more new versions of Slurpee such as Slurpee juice and sport Slurpee, buyers will have more choices and the brand also keep up with the newest diet trends. This makes customer more satisfied and increases Slurpee's competitiveness in the market compared to other energy drinks. 2

Besides, if 7-eleven succeeds in promoting the image of Slurpee to potential markets like Asia or America. That will be a big turning point for Slurpee to become one of the most popular brands around the world.

Conclusion: These strategies bring benefits in the long term. Therefore, if 7-eleven Australia persists in implementing them, the brand will strengthen the place of the Slurpee brand in the beverage market and brand loyalty from consumers. Moreover, Slurpee will be reinvigorated as one of the most favourite beverage.

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Case study: SWOT analysis 7-eleven Australia. Strengths ~World’s largest operator of convenience stores. ~The third largest private company operating in Australia~ conducted ->160million customers per year. ~Slurpee became 7Eleven icon and the world’s most recognizable proprietary brand. ~New product innovations, ongoing promotions, good marketing and public relations campaigns. ~The in-built capability of 7Eleven’s retail operations system to monitor sales in realtime. ~The Slurpee offered customers to mix flavours and enter prize competitions. ~Slurpee acted as a destination driver. ~Embarked upon a

Weaknesses ~Little market research for Slurpee because it sold itself

Opportunities ~Developed confectionary partnerships with brands that share Slurpee brand values.

~Sales stable - no annual increase

~Most employees want a better job instead of a part-time job => higher employee turnover rate ~Target audiences have limited ages range

~Establish their destination brand by extending the Slurpee range.

~Competitors would not be able to replicate.

~The increased popularity of “energy” drink~Slurpee Kick. ~Emerging trends for a healthier drink~Slurpee Juice and Sports Slurpee.

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Threats ~The retail convenience sector became competitive.

~Purchasing patterns in the market are changing. ~The increased popularity of ‘energy’ drinks such as (V and Red Bull).

campaign to reinvigorate the Slurpee brand.

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