Marketing strategy of SUN Brewing A

Posted by Zander Henry on Aug-22-2018

1. The vision of SUN Brewing A

The vision of SUN Brewing A is to be the leading quality service and product provider for customers. Being the best and the leading player means that SUN Brewing A marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of SUN Brewing A

SUN Brewing A marketing strategy is grounded in its mission. The mission for SUN Brewing A is to be the favorite brand of the customers. This mission is essential for the marketing strategy of SUN Brewing A as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of SUN Brewing A

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of SUN Brewing A. The knowledge of brand equity will help in shaping SUN Brewing A marketing strategy effectively – thereby facilitating the growth of business for SUN Brewing A.

3.1. Brand awareness

• SUN Brewing A has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for SUN Brewing A has modified marketing and strategic directives and plans

3.2. Brand association

• SUN Brewing A is directly associated with the brand name and product category
• SUN Brewing A has a broad product portfolio
• SUN Brewing A is associated with promising and delivering quality and innovative products
• SUN Brewing A is also associated with excellent customer service

3.3. Brand loyalty

• SUN Brewing A has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• SUN Brewing A has a global customer base
• SUN Brewing A keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• SUN Brewing A has a substantial brand value
• SUN Brewing A also enjoys the high financial worth
• SUN Brewing A focuses on building a reliable and robust employee base

3.5. Brand element

• SUN Brewing A uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of SUN Brewing A

The situational analysis will help in developing the marketing strategy of SUN Brewing A by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of SUN Brewing A.

4.1. SWOT

4.1.1. Strengths

SUN Brewing A marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

SUN Brewing A faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

SUN Brewing A has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

SUN Brewing A faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• SUN Brewing A operates I markets with political stability
• SUN Brewing A has funding support from the government for small businesses

4.2.2. Economic

• SUN Brewing A enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for SUN Brewing A
• Low inflation strengthens the financial position of SUN Brewing A

4.2.3. Social

• Higher education and awareness increases sales of SUN Brewing A predict
• SUN Brewing A focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• SUN Brewing A has an active CSR program
• SUN Brewing A ensures environmental safety in all its operations

4.2.5. Legal

• SUN Brewing A is aware of local and global laws of business and human resource management
• SUN Brewing A abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for SUN Brewing A: The Marketing Strategy of SUN Brewing A

SUN Brewing A marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for SUN Brewing A brand and products by 30%
• Increase sales for SUN Brewing A by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of SUN Brewing A during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of SUN Brewing A

SUN Brewing A marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

SUN Brewing A has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• SUN Brewing A has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for SUN Brewing A, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for SUN Brewing A consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• SUN Brewing A focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

SUN Brewing A consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• SUN Brewing A has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of SUN Brewing A remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of SUN Brewing A, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for SUN Brewing A are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of SUN Brewing A Positioning of SUN Brewing A

The marketing strategy of SUN Brewing A targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for SUN Brewing A is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the SUN Brewing A focuses on quality control

7.2. Mass marketing

• The marketing strategy of SUN Brewing A focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• SUN Brewing A makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• SUN Brewing A does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, SUN Brewing A also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• SUN Brewing A has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the SUN Brewing A has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of SUN Brewing A

The marketing strategy of SUN Brewing A stands out from the clutter and competition. SUN Brewing A has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that SUN Brewing A has utilized:

8.1. Cost-effectiveness

• SUN Brewing A focuses on reaching consumers effectively rather than grandeur
• SUN Brewing A focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• SUN Brewing A has in-house copywriters for marketing campaigns which also helps in controlling costs
• SUN Brewing A also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• SUN Brewing A has stayed updated with latest developments in marketing research and marketing knowledge
• SUN Brewing A makes use of new and innovative tactics to reach its target consumers
• SUN Brewing A also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by SUN Brewing A is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• SUN Brewing A marketing strategy is strongly grounded in consumer and market research
• SUN Brewing A makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• SUN Brewing A also incorporates consumer feedback in its marketing strategy
• SUN Brewing A marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by SUN Brewing A
• In addition to fulfilling functional needs, SUN Brewing A also tries to fulfil the emotional and psychological needs of the consumer
• SUN Brewing A tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of SUN Brewing A

SUN Brewing A marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• SUN Brewing A makes use of intensive distribution strategy because it is mass marketing
• SUN Brewing A’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, SUN Brewing A tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• SUN Brewing A uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The SUN Brewing A also makes use of modern retailing channels
• Also, SUN Brewing A makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed SUN Brewing A to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the SUN Brewing A does not have a subsidiary
• In these offshore locations, SUN Brewing A largely works through the export model
• This makes use of several intermediaries in between, before the product by SUN Brewing A reaches the target consumers
• Intermediaries for SUN Brewing A include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, SUN Brewing A makes use of selective distribution channel
• SUN Brewing A has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that SUN Brewing A has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of SUN Brewing A

The industry in which SUN Brewing A operates is very responsive to market and consumer trends. SUN Brewing A, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• SUN Brewing A competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• SUN Brewing A also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• SUN Brewing A experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of SUN Brewing A

The marketing mix for SUN Brewing A as per the marketing strategy is the following:

11.1. Product

• SUN Brewing A has a broad product portfolio
• SUN Brewing A provides mass marketed products for all segments across the market undifferentiated
• SUN Brewing A also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The SUN Brewing A maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• SUN Brewing A wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The SUN Brewing A also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• SUN Brewing A also makes use of e-commerce to increase penetration and sales

11.3. Price

• The SUN Brewing A prices its products so that its target consumers can afford it easily
• SUN Brewing A uses relative pricing strategy for its products
• The price of SUN Brewing A’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The SUN Brewing A has a high budget allocated towards marketing activities
• The SUN Brewing A invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed SUN Brewing A marketing strategy to cap costs and expenses
• SUN Brewing A also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• SUN Brewing A also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• SUN Brewing A has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• SUN Brewing A hires without discrimination
• SUN Brewing A ensures that its employees remain motivated through building an inspirational and creative organizational culture
• SUN Brewing A focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at SUN Brewing A - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at SUN Brewing A are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the SUN Brewing A

11.7. Physical evidence

• The physical evidence for SUN Brewing A includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of SUN Brewing A, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by SUN Brewing A is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by SUN Brewing A for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of SUN Brewing A

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The SUN Brewing A interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• SUN Brewing A also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the SUN Brewing A brand

13. Monitoring and evaluation of the marketing strategy of SUN Brewing A

13.1. Changes in sales

• SUN Brewing A regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of SUN Brewing A
• Sometimes, SUN Brewing A experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• SUN Brewing A frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow SUN Brewing A to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of SUN Brewing A can also be seen through the revenue and profit growth
• Return on investment allows SUN Brewing A to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by SUN Brewing A are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of SUN Brewing A