DATA4700 Digital Marketing And Competitive Advantage Assignment

Your Task

• You have been engaged as a consultant to advise Bundaberg ginger beer, the iconic Australian non-alcoholic beverage. Bundaberg is looking for your advice on how to enhance their digital marketing approaches, especially given that a new generation of young adult consumers in Australia are increasingly likely to be ordering their groceries online instead of browsing the shelves of supermarkets. This is a timely opportunity for Bundaberg to consider how to be top of mind amongst this target segment, when compared to other non-alcoholic beverages that these young adults might also be thinking about.
• The first step in your consulting services to Bundaberg is to visit the brands website and also to understand a bit about its history:
  • Website: https://www.bundaberg.com/
  • History: https://www.bundaberg.com/about-us/
• The digital transformation opportunities that Bundaberg are choosing to pursue could very well establish a competitive advantage for them within this retail beverage space. Bundaberg is looking to you to provide expertise on how they formulate and implement their ongoing digital transformation, to set themselves up for success in the future.

Assessment Description

• An individual report of 1,500 words, +/- 10%
• Analysis of a live case study
• Based on the case study, make recommendations on customer segmentation, targeting and product positioning; using the marketing mix to engage with the target segment; pricing tactics; marketing costs; customer relationship management and acquisition; and A/B testing and multivariate testing to pursue.
• Learning outcomes: LO1, LO4, LO5