An analyses on Mount Franklin Market Positioning Strategy Essay

1. Introduction water supply is the fountain of all life and is a prime call for of the body. over 60 percentage of our body weight is made up of water. In Australia, most people argon drink tapped water immediately at home, but while traveling or eating out in restaurants, buying feeding bottled water has become one of the most popular choices This need has been well explored by some beverage producers, both local and overseas. So today there atomic number 18 various brand names of alcohol addiction water in Australian commercial messageize. Among them, age Franklin (start from 1994) has become Australias favourite water brand and the most recognized. This paper focuses on studying depend upon Franklins grocery instaling perspective strategy by using perceptual use method, in order to analyse a successful brand in drinking water industry and provide recommendations for a new brand that would the likes of to enter into this securities industry.2. Marketing concep tsa. Market positioningPositioning can be defined as the act of designing the companys go so that it occupies a meaningful and distinct position in the rate customers mind.(Jobber & Fahy, 2009) It is the final and fatal stage of the process of orchestrate marketing strategy which involves designing overlap features and design which are distinguishing from competitors in the existing market for the purpose of appealing to the specialised 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 bepingPerceptual mapping is a diagrammatic technique apply by asset marketers that attempts to visually display the perceptions of customers or potential customers.3. Brands introducinga. scope FranklinOwned by Coca-Cola Amatil, near Franklin took the leading po sition in Australian bottle water market in past decade, and accounted for 20%off-trade passel sales in 2012. According to Coca-Colas market research, Mount Franklin water has a 99 percent brand awareness and 43 percent of distaffs 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 biotic community to this end Mount Franklin has ceremonious 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 c orresponding to that of the original product. The new 600ml Mount Franklin Easy-Crush Bottle is made with 35% less(prenominal) plastic and has a carbon footprint which is 27% lighter than the introductory 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 other(a) drinking water brands in Australian market. Although hardly close to Mount Franklins leading position, some of them are making rational market share, including meat (another drinking water brands suffered by Coca-Cola), Evian, NU Pure, Mount Lofty, Coles bottled water, mashlworth bottled water, etc.4. A perceptual map of drinking water market in AustraliaA perceptual map could be in two dimensions or nine-fold dimensions, depending on the imputes taken into consideration when analysing a target market.a. QualityAs a necessity of life, quality of water is most critical attribute wh en people choose a bottled water. Mount Franklin spring water is accumulate locally and bottled daily. It is filtered three times via micro filters, to eliminate any slender 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 harm ranks secondly all- principal(prenominal)(a). Usually, consumers pull up stakes 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. availabilityIt is about how easily consumers could purchase a target product and conciliate an important 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 awarenes sConsumers are more possible to choose a well-known brand when the caseful more than one options. As mentioned before, Mount Franklin water has a 99 percent brand awareness in Australia.e. Design and packaging classy design in package may attract more attention, by printing Jennifer Hawkins image on light sparking water bottle wrap, it is cerebration to be fashionable by some young people to secure 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 confirmatory 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. elephantine brands such as Coles and Woolworth can easily develop related accessory 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 attribute 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 quite an 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 mar ket with less competitors. Sometimes companies that are located in similar position in conceptual map might not competitors. Mount Franklin set a good deterrent example 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. tourer 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/ news/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/yjdi190hv zko/copy-of-copy-of-copy-of-mount-franklin/