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MKG721 Food Marketing Rubric
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MKG721 Food Marketing Rubric
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Course Code: MKG721
University: University Of The Sunshine Coast
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Country: Australia
Question:
Identifies and fully justifies choice of an appropriate branded product from an emerging food sector.
Uses a wide range of relevant and current sources of secondary data and marketing theory to comprehensively map the existing supply chain on three flows including identification of key members and critical evaluation of their roles or functions.
Based on a ranked and rated SWOT and TOWS analysis critically evaluates the design of the current supply chain in terms of three flows and its capacity to deliver value to end users based on application of a wide range of relevant and current sources of secondary data and cutting-edge marketing theory.
Identifies and justifies choice of an appropriate branded product from an emerging food sector.
Uses a wide range of relevant and current sources of secondary data and marketing theory to comprehensively map the existing supply chain on three flows including identification of key members of the supply chain and analysis of their roles or functions.
Based on a ranked and rated SWOT and TOWS analysis and utilising relevant marketing theory and a wide range of current secondary data sources evaluates the design of the existing supply chain in terms of the three flows and its capacity to deliver value to end users.
Identifies and discusses choice of an appropriate branded product from an emerging food sector. Uses relevant sources of secondary data and marketing theory to map the existing supply chain on three flows including identification of key members of the supply chain and discussion of their roles or functions.
Based on a ranked and rated SWOT analysis and utilising relevant marketing theory and secondary data sources evaluates the design of the existing supply chain. Identifies an appropriate branded product from an emerging food sector.
Uses relevant sources of secondary data and marketing theory to map the existing supply chain including identification of key members of the supply chain and description of their roles or functions.
Based on a SWOT analysis and utilising relevant marketing theory and secondary data sources evaluates the design of the existing supply chain.
Identifies an inappropriate product.
Does not use adequate and/or relevant sources of secondary data and marketing theory to underpin discussion
Inadequately maps the existing supply chain. Does not identify key members of the supply chain and/or describe their roles or functions.
Does not conduct a SWOT analysis and/or use relevant marketing theory and secondary data sources to evaluate the design of the existing supply chain.
Answer:
The introduction of new flavour to the ION4, i.e., POWERADE Pineapple Storm IO4+ Coconut water range enables innovation (Powerade.com.au 2018)
It is an effective brand strategy that focuses on the innovation in sports drinks portfolio and hydration
The product enhances the production of electrolytes in the form of potassium, sodium, calcium, etc. in body.
It is a brand of Coca Cola and thus the growth potential is considerably higher (Cairns et al. 2013).
Aimed at the physical active people of ages between 16 to 39 years of age.
Supply chain aspects (Activities and roles)
Suppliers
Suppliers of ingredients like glucose, fructose, vegetable concentrates, acidity regulators, energy boosters and coconut juice
Maintaining corporate citizenship through maintenance of codes of conduct and supplier guiding principles
Manufacturers
Combining the various ingredients including useful minerals and coconut juice too for the production of ION4+ Coconut of Powerade (Atkins and Bowler 2016)
Mnaging proper distribution of products through effective marketing and promotional channels
Assemblers
Involvement of Bottling partner Schweppes for packaging
Retailers
The retailers create link between the manufacturing department and consumers for ensuring that the products are delivered properly
The products are made available in retail stores, supermarkets and convenience stores for easy accessibility by the consumers
Beverage services
Availability during sports events and at places like restaurants, takeaway and at institutions
Customers
The end users who consume the products and are manly the sports persons and people aged between 16 to 39 (Bragg et al. 2013).
Strengths
Innovative product with refreshing taste and combination of fruits flavours like coconut water and pineapple
Strong brand name and image due to falling under Coca Cola
Proper social responsibilities management including sustainable measures and friendly bottling and packaging (Bragg et al. 2013).
Weaknesses
Absence of a unique website
Lack of social media presence, due to which lagging behind competitors
Opportunities
Product and market expansion along with diversification strategies
New and refreshing flavour of fruits can add something unique and bring innovation (Powerade.com.au 2018).
Threats
Competitive environment and high competition with Gatorade
There are many substitute products available in the market
Globalisation could create challenges for the energy drink brand while managing the supply chains
The costs might increase, which could also rise the prices of products
The fast changing markets could create market challenges for the products with shorter life cycle or the newly launched product (Cohen and Roussel 2013)
As the SCM involves various stages, maintaining quality and complying with the laws and rules might be difficult from the production to delivery stage.
Powerade promotional tactics should include sponsoring sports events related to baseball, soccer, etc.
Celebrity endorsements by popular sports persons is recommended as well for enhancing brand image and identity.
It is recommended to maintain a prier website from where customers can gain necessary information about the newly introduced product (Powerade.com.au 2018).
The use of new marketing and distribution channels could arouse interest among the customers and influence their buying behaviours
Complying with the laws and rules is necessary without compromising on the quality or innovation procedures to meet customers’
Recommendations for overcoming SCM issues
Data management and integration helps in resolving supply chain management issues associated with the suppliers and partners
Managing proper data and information related to direct and indirect materials cost, labor agreements, rental contracts, tax documents, freight bills, and compliance certificates is important too (Hugos 2018).
Maintaining proper transportation systems for ensuring delivery of products from the source to the destination
The KPIs including market share, revenue generated, market volume, profit and customers should be measured.
Conclusion
The brand aimed to introduce the new product Powerade IO4+ Coconut for enabling innovation and bring something unique to meet customers’ expectations
The new products should be marketed properly for ensuring that the consumers’ buying behaviours are influenced
Supply chain management helped in proper information and product flow from the stage of production to the delivery to end users.
Proper distribution channels and assessment of KPIs should be useful for measuring the success of the product in the marketplace.
References
Atkins, P. and Bowler, I., 2016. Food in society: economy, culture, geography. Routledge.
Bragg, M.A., Liu, P.J., Roberto, C.A., Sarda, V., Harris, J.L. and Brownell, K.D., 2013. The use of sports references in marketing of food and beverage products in supermarkets. Public health nutrition, 16(4), pp.738-742.
Bragg, M.A., Yanamadala, S., Roberto, C.A., Harris, J.L. and Brownell, K.D., 2013. Athlete endorsements in food marketing. Pediatrics, pp.peds-2013.
Cairns, G., Angus, K., Hastings, G. and Caraher, M., 2013. Systematic reviews of the evidence on the nature, extent and effects of food marketing to children. A retrospective summary. Appetite, 62, pp.209-215.
Cohen, S. and Roussel, J., 2013. Strategic Supply Chain Management: The Five Core Disciplines for Top Performance, Second Editon. McGraw-Hill.
Hugos, M.H., 2018. Essentials of supply chain management. John Wiley & Sons.
Monczka, R.M., Handfield, R.B., Giunipero, L.C. and Patterson, J.L., 2015. Purchasing and supply chain management. Cengage Learning.
Powerade.com.au. (2018). POWERADE: Go Stronger for Longer. [online] Available at: https://www.powerade.com.au/ [Accessed 3 Sep. 2018].
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