The paper "Marketing Strategies That Can Be Implemented by The Rockwell Beverage Co " is an outstanding example of a marketing case study. The present paper seeks to devise appropriate marketing strategies that can be implemented by The Rockwell Beverage Co in order to get a market share for its soft drink- Everyday Sunday newly introduced in the Australian market. Product Product as a marketing strategy is broken down into three distinct parts including the actual product, the core product and the augmented product (McClymont & Jocumsen, 2003). The core product refers to the basic product a customer seeks to purchase and in this case, is the soft drink.
The actual product, on the other hand, includes the core product and other notable additional features that a customer could be willing to pay for such as brand name, packaging and design. The Rockwell Beverage Company must ensure Everyday Sunday is packaged in cans designed in a way that meets customers’ expectations. The company should design new products in order to offer their customers innovations and a reason to buy Everyday Sunday, as opposed to drinks offered by competitors such as Coca Cola and Pepsi.
Finally, the augmented product comprises of additional aspects besides physical factors that add value for customers and as such includes customer service and warranties. The company must consider giving their customer especially wholesalers warranties. In addition, other services such as customer service will enable the company to satisfy customers’ expectations and as such, stand out among the competitors. Clients are normally faced with a great deal of product selection problem particularly where there are many similar products in the market. Differentiating Everyday Sunday from other forms of soft drinks by giving it features and qualities not common with competitors’ products gives customers a reason to purchase the newest brand in the market as opposed to rival products that have already established a market share (Katherine, 2012).
It is the role of Rockwell Beverage Company marketers to make decisions on how to differentiate Everyday Sunday from the rest of similar soft drinks. This may take the form of designs, packaging, different sizes, special features and prestigious brand name that are not common with the competition. Pricing Pricing is another marketing strategy that The Rockwell Beverage Company can use to increase its market share.
Ideally, pricing significantly influences people’ s decisions in purchasing, and therefore, critical in determining the business revenues. Nevertheless, the company should set prices neither too low nor too high, but ones that will enable the company to recover its costs and make profits. Further, the price set by the Rockwell Beverage Company should be consistent with the company’ s marketing objectives in order to boost its market share, as well as profitability. According to Abbott, Stone & Buttle (2001), such price must allow the upcoming soft drink manufacturer to counter the already established rivals.
This could only happen if the prices are affordable in the Australian market. As such, the youths who have been identified as a target market for soft drinks will afford to buy. When introducing their products in the target market, the Rockwell Beverage Company can enter the market as loss leaders by offering their products at a low price. They should also list prices of their soft drinks such that customers are aware of the costs of different sizes.
This strategic approach helps in capturing customers’ behavioral trends and motivations to purchase the products (Wai-sum & Kirby, 1999). Nevertheless, extreme care should be taken considering that this approach may tarnish the image of the new brand since some customers may have doubts on the aspect of quality due to discounted price.
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