An analyses on Mount Franklin Market Positioning Strategy Essay

1. IntroductionWater is the flood of all life and is a prime need of the body. Over 60 part of our body weight is made up of weewee. In Australia, al intimately people be imbibition tapped piss straight at home, moreover while traveling or eating out in restaurants, purchase rememberingd water has become one of the most popular choices This need has been comfortably explored by some beverage producers, both local and overseas. So straightaway there argon various brands of drink water in Australian mercenaryizeplace. Among them, mass Franklin (start from 1994) has become Australias favourite water brand and the most recognized. This paper focuses on studying put on Franklins marketplaceing military position strategy by using perceptual affair method, in pitch to analyse a successful brand in drinking water industry and provide recommendations for a new brand that would like to enclose into this market.2. Marketing conceptsa. Market posturePositioning can be define as the act of designing the companys offering so that it occupies a meaningful and distinct position in the scar nodes mind.(Jobber & Fahy, 2009) It is the final and fatal stage of the process of target marketing strategy which involves designing ware features and simulacrum which are distinguishing from competitors in the existing market for the purpose of appealing to the particularised target market segment. It is combined marketing strategies that result in how the organisation wants a product or brand to be perceived by the market. Positioning is directly related to brand values, market demographics and the image of the product in the marketplace. b. perceptual playpingPerceptual mapping is a diagrammatic technique use by asset marketers that attempts to visually display the perceptions of customers or potential customers.3. Brands introducinga. financial support FranklinOwned by Coca-Cola Amatil, mise en scene Franklin took the leading position in Australian bottle water market in past decade, and accounted for 20% off-trade intensity level sales in 2012. According to Coca-Colas market research, Mount Franklin water has a 99 percent brand awareness and 43 percent of womanlys aged 25-39 say that Mount Franklin is their favourite brand. b. Mount Franklins market positioning strategyMount Franklin represents and promotes an overall sense of wellbeing. Young female model Jennifer Hawkins as brand celebrity which promotes the healthy and fresh image of its product. Make the brand closely associated to the fellowship to this end Mount Franklin has complete the Drink Positive, Think Positive, campaign. Moreover, the brand has enhanced this connection through its community partnerships with the National Breast Cancer Foundation. Make consumers feel the purchase of Mount Franklin as helping themselves and the environment by changing the package to the easy-crush bottle which is good for the environment as well as being akin(predicate) to that of the original product. The new 600ml Mount Franklin Easy-Crush Bottle is made with 35% slight plastic and has a carbon footprint which is 27% lighter than the old bottle. Be of support to Australian economy by consuming Mount Franklin water as the local brand. c. Other brands in Australian marketAlong with the number one bands, there are hundreds of some other drinking water brands in Australian market. Although hardly close to Mount Franklins leading position, some of them are making rational market share, including inwardness (another drinking water brands protested by Coca-Cola), Evian, NU Pure, Mount Lofty, Coles bottled water, hooklworth bottled water, etc.4. A perceptual map of drinking water market in AustraliaA perceptual map could be in two dimensions or ninefold dimensions, depending on the delegates taken into consideration when analysing a target market.a. QualityAs a necessity of life, quality of water is most critical attribute when people choose a bo ttled water. Mount Franklin spring water is lay in locally and bottled daily. It is filtered three times via micro filters, to eliminate any petty particles naturally found in spring water. This ensures that every bottle of Mount Franklin is of exceptional purity and quality.b. PriceDrinking water, as a commercial product, its wrong ranks secondly strategic. Usually, consumers exit compare the price accessible in marketplace when purchasing a product. Mount Franklins prices vary from store to store. In CCA vending machines the price for a 600mL bottle is $3.00, which comparably higher.c. approachabilityIt is about how easily consumers could purchase a target product and unclutter an primal role in fast moving consumer goods industry including drinking water. Mount Franklin is found widely in supermarkets, convenience stores, vending machines and other vendor services e.g. petrol stations and newsagents.d. Brand awarenessConsumers are more plausibly to choose a well-known br and when the facial expression more than one options. As mentioned before, Mount Franklin water has a 99 percent brand awareness in Australia.e. Design and packaging posh design in package may attract more attention, by printing Jennifer Hawkins image on light sparking water bottle wrap, it is horizon to be fashionable by some young people to tick off a bottle of that water.f. Perceptual MappingTechnically, it is hard to draw a perceptual map by taking all these attributes into consideration. Three of them will be demonstrated in the following diagramg. Analyse on perceptual mappingUsually, brands with high awareness in public price higher on their products, meanwhile, high quality is required to maintain the positivist image in consumers. As drinking product, consumers are more likely to make decisions rely on the brand awareness. Price is also an important attribute, so the products with reasonable price also make good sales. swelled brands such as Coles and Woolworth can eas ily develop related supportive products by using their brands influence.5. ConclusionAs a critical strategy, positioning plays a significant role in making market decisions. As an efficient tool, perceptual mapping provides marketer a visual trace of consumers perception of how a brand or a product compares with its competitors. An important point should be mentioned here, the position of a brand is moveable kinda than fixed. (which related another marketing process i.e. repositioning) By examining the positions regularly of their own and competitors, marketers may decide where and when necessary make a change to their position. 6. RecommendationsAs a new brand planning to enter into a specific market, it is an effective way of getting a related perceptual mapping to analyse the target market. It is also critical to position the brand in a reasonable way. Usually it is a wise choice for a new brand to start from the market with less competitors. Sometimes companies that are locat ed in similar position in conceptual map might not competitors. Mount Franklin set a good usage of positioning brands with social connection.7. ReferencesDavid J. and John F. 2009, Foundations of marketing, 3rd ed., McGraw-Hill higher Education,5 120-122 Dong J. K., Woo G. K. and Jin S. H., A perceptual mapping mapping of online travel agencies and preference attributes. holidaymaker Management 28 (2007) 591-603 Liz H. and Terry O.2004, Foundation marketing, 3rd ed., Prentice Hall,6167-169 Australias First Bottled Water Brand 2012, Mount Franklin, viewed 3 April 2014, http//mountfranklinwater.com.au/our-story/ Australian-bottled-water-market-led-by-Coca-Cola-s-Mount-Franklin, viewed 3 April,2014, http//www.companiesandmarkets.com/ discussion/Food-and-Drink/Australian-bottled-water-market-led-by-Coca-Cola-s-Mount-Franklin/NI8553 Mount Franklin, Drink Positive, Think Positive, viewed 3 April 2014, http//prezi.com/yjdi190hvzko/copy-of-copy-of-copy-of-mount-franklin/