marketing communications for cider

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                                     Adeel Ahmed Shaikh- SHA06380108

1) AN ANALYSIS OF THE CURRENT MARKETING COMMUNICATIONS SUITABLE TO DUNKERTONS.

As per the case study, no means of marketing communications are mentioned for Dunkertons.

The suitable means can be:

  • Media Advertising
  • Direct Marketing
  • Sales Promotion
  • Online Marketing
  • Public Relations
  • Publicity

Marketing communications will be depending upon the demand generation, product/produce/service positioning.

The above means of communications are deduced by looking at the current campaigns given in the case study.

2) A CONTEXTUAL ANALYSIS TO INCLUDE A SITUATIONAL ANALYSIS AND REFLECTING ALL THE ISSUES THAT DUNKERTONS SHOULD CONSIDER BEFORE IMPLEMENTING THE MARKETING COMMUNICATIONS STRATEGY.

Porter’s five forces Analysis

Potential Entrants:

  • Barriers to entry are quite low.
  • No high investments in equipment.
  • A beverage manufacturer can add cider in their existing production to make cider drinks.
  • Not a difficult formula to make cider.
  • Fast growing industry with some good margins to attract new entrants.

Suppliers:

  • A low bargaining power of suppliers due to global supply.
  • More variety of apples and apple juice can add a little bargain with variety of quality.
  • Widely available in UK so there is enough supply.

Substitutes:

  • Since a barrier of entrants is low the threat of substitutes is high in the industry.
  • Multiple alternatives in the industry could bring challenging to capture the market.

Competitors:

  • Hard cider has high competition with beer, wine and alcoholic drinks.
  • The competitors also include the cheap brands of cider.

Buyers:

  • Buyer power is high due to high competition and high number of substitutes.

PEST Analysis

Political:

  • Under age drinking laws.
  • Impact of “Know Your Limit” advertising campaign on cider.

Economical:

  • Trend of long summers will help the growth of cider.
  • Relationship between annual expenditure and alcohol advertising.
  • Favourite in aging population, which is once captured, it will be easier to retain.

Social:

  • Some pressure groups are against the advertising of alcohol.
  • Health issues and desire for natural products works in cider’s favour.
  • Cider cannot be made with artificial flavour.

Technological:

  • Highly respected organic standards are achieved.

SWOT Analysis

Strengths:

  • Rapid growth of cider market.
  • The increasing availability of premium ciders.
  • Strong connection of cider with the summer months.
  • Increasing value of cider markets.
  • A product made in the UK, with low carbon foot print.
  • Cider cannot be made with artificial flavours.
  • Predictable demand (summers).

Weaknesses:

  • Availability of limited funds.
  • Lack of awareness in the consumers.

Opportunities:

  • Longer period of summers.
  • Association with women.
  • Increase in the cider consumption over the years.
  • Sweet taste attracting young drinkers.

Threats:

  • Low percentage of growth in economy market.
  • Pressure groups against the advertising of alcohol.
  • Government campaign against the underage drinking.

        

3) APPROPRIATE SMART MARKETING COMMUNICATIONS OBJECTIVES

In order to devise the marketing communications objectives Dunkertons must have to define its marketing objectives.

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The marketing objectives for Dunkertons will be:

  • To increase the market share in the cider segment by 15% by the end of the season
  • To increase sales by 25% to the target market in the coming season
  • To increase net profit by 10% by the end of the season
  • To enlarge the market by working against the competitors this includes: Beer, Wines, Spirits, Alcopops and other me to products

As to meet these marketing objectives, following objectives for marketing communications are defined:

  • To increase brand awareness by 30% by the end of the season
  • To increase “top ...

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