Marketing Assignment 1- Victoiran Bitter PDF

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Alex Ross

17/03/2017

Marketing Assignment 1- Victorian Bitter 1.1 Introduction to the report This report analyses how Victorian Bitter uses the Marketing Mix to influence consumer purchase decisions. The report also identifies and analyses the Brand Positioning, and the consistency of the Marketing Mix, both internally and with the Brand Positioning. The “Marketing Mix" consists of the four Ps; “Brand Positioning” is the place the brand occupies in the mind of the consumer. This report refers to one purchase of VB 24 pack of 375ml cans at Dan Murphy’s on 639 Warragul Rd, Chadstone on 10/3/2017. 2 Analysis of the Marketing Mix and Brand Positioning 2.1 The Product and the Product Category The product is Victorian Bitter; also known as “VB”. It is a full flavored and full strength beer made from Australian Pale Malt and Robust Lager Yeast. VB is within the ‘Beverages’ category, sub category of Alcoholic Beverages and sub sub category of Australian Beer.

2.2 The 4ps 2.2.1 Product Victorian Bitter is an Australian beer containing 4.9% of alcohol and is 1.4 standard drinks per 375ml. It is made from Australian Pale Malt and Robust Lager Yeast. Consumers buy this product as it is considered as ‘Australia’s favorite beer’ and its cold refreshing satisfaction when consumed, which encourages consumers to buy this product mainly in summer. It is served in its iconic 375ml tin can and 375ml bottle, with its VB logo positioned largely in the middle of the bottle (As seen in figure 1).

Figure 1: The VB can and its recognized logo

Its logo looks bold and iconic, and is widely recognized across Australia.

Alex Ross

17/03/2017

2.2.2 Place Victorian Bitter is sold at licensed Bottle Shops and Supermarkets all across Australia. VB is widely available due to the high amount of Bottle shops within the country. Large industrial Bottle shops are easily identified due to the size of the store, and they are placed mainly at corners or alongside main roads, so they are easier to access and to be recognized. Smaller or bottle shops within supermarkets can be identified easier from the large VB sign on top of the store. The VB sign lightens up at night, promoting the brand and it will increase the amount of the customers in and out of the stores, increasing the amount of purchases. 2.2.3 Price The price of the a VB 24 case of 375ml cans is $42 from Dan Murphy's. VB can be bought in 24 packs, 6 packs ($18) or individual cans ($3.40). There is a much greater value when buying a 24 pack of VB cans, as every can is worth $1.70 in the 24 pack, exactly half the price if you were to buy the cans individually. In comparison to Carlton Draught 375ml cans 24 pack, Victorian Bitter is a cheaper option. A 24 pack of Carlton Draught 375ml cans is $45.95, and $3.70 for an individual can. I believe the cheaper price for Victorian Bitter will influence customers to buy this product, especially the value of the 24 pack. This promotes to younger customers, especially students as they tend to live off a lower budget. 2.2.4 Promotion Victorian Bitter does not have discounts due to its relatively low pricing already. Victorian Bitter suggests that when you have earned a beer, hard earned thirst needs a big cold beer. And the best cold beer is Victoria Bitter. They use this slogan to promote to Tradies, Sportsmen and Workers after a hard day of work. Victorian Bitter use Cricket Australia to promote during the summer with their “hard earned moments” (As seen in figure 3). Figure 3: VB’s

promotion of the ‘Hard Earned Moments” collection with Cricket Australia during the Summer of 2016/17.

Alex Ross

17/03/2017

Victorian Bitter advertises incredible feats on the cricket field, and has a collection range to entice customers to buy more and more VB cans to collect them all. VB also uses these moments to suggest that as an accolade for their hard work, players should be rewarded with a VB. Therefore a believe VB is targeting young males whom are cricket fans in this promotion, and are influenced to buy due to its attractive design and collection range. 2.2.5 The Brand Victorian Bitter appeals to young Australians, who love cold, and cheap beer. Students are a high percentage of the consumer due to its relatively low price. Victorian Bitter using cans instead of bottles also promotes to people who are traveling on road trips, to concerts and festivals as the risk of a can breaking is a lot lower than a glass bottle. The bottle shop i purchased my product from represented a small range of consumers, mainly university students and professional workers. If Victorian Bitter was a person they would be 18-23 years of age and a male, would not be too fit or healthy, possibly a smoker and regularly has beers. He would work as a Tradie and play cricket in the summer and Footy in the winter. 3 Conclusion The Marketing Mix for VB 24 pack of 375ml cans is effective in influencing customers to buy this product. The Brand Positioning is that of a “cold, hard earned Australian Beer”, representing a reward for hard work and success. The Marketing Mix is relatively consistent, and strongly based around its brand positioning.

Alex Ross

17/03/2017...