Diet Rite Cordial Assessment Case Study Sample

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• Subject Name : Consumer Behaviour

Consumer Behavior

Executive Summary of Consumer Behavior

This report addressed the consumer behavior and personal decision-making process related to Diet Rite Cordial. It highlighted the marketing and communication practice by the company affecting the purchase decision. The communication mix adapted by Trublu for Diet Rite Cordial correlates to consumer behavior and purchase decision with the marketing strategy implemented by the company using social media, price matrix for customer retention and product attributes for cordial market

Table of Contents

Introduction.

Integrated communication mix and consumer behavior

Analysis of communication mix alignment

Recommendation for strengthening.

Conclusion.

Reference List

Introduction to Consumer Behavior

The Australian cordial market is mature and highly competitive. Diet Rite Cordial is Australia is a brand of Trublu beverage is an exclusive brand of cordial. It is made of 50% fruit juice with the goodness of Vitamin C and has no artificial flavors and added sugar (Trublu beverages, 2020). Trublu beverages produce a diverse range of branded beverages, with purchase concentration higher in supermarkets. The increase in Diet Rite Cordial purchase growth has risen to 6.1% in the last 5 years (Roy Morgan, 2019). Cordial caters to consumer demand for staying hydrated. It aims to provide non-alcoholic beverages to Australia with average consumption for cordial with 1.2 million consumers per week. Diet Rite Cordial through its packaging and flavor is among the top 3 cordial drinks with no added sugar component. Diet rite faces competition from carbonated drinks and cordial drinks for market percentage and customer retention. The product physical attribute as single-serve pack size earns shelf size sale over a larger pack. The traditional segment focus on consumption per-item price. The product sell through supermarket presence. Diet Rite focus create value with high fruit content and flavorful taste. The market has Australian cordial Schweppes and Cottee with a wide range of products with a global presence. Cottee‘s cordial drink who is one of the oldest brands with a higher market percentage of 38% in Western Australia (Roy Morgan, 2019)

Cordial is a drink symbolic of the free-spirited lifestyle of Australia with popularity as a traditional set up. The purchased decision and organization structure shows highlight through the company matrix. The average consumer behavior varies through demographic, cultural, and lifestyle centered to the Australian region with the traditional area for 56% of the sale of cordial drinks (IPSOS, 2016). The report highlights the role of integrated communication and consumer sentiment towards Diet Rite Cordial

Integrated Communication Mix and Consumer Behavior

The approach of the integrated communication mix is a holistic concept as part of the marketing mix it creates a relationship with consumers by influencing consumer behavior (Soares, 2020). The market targets young adults. Product sells through supermarket presence. The health benefit from Diet Rite Cordial drinks creates value with high fruit content and flavorful taste. Instead of using color, the nutrient value is the main focus.

Consumer behavior is composed through five processes of learning through consumer perception attitude and behavior (Oana, 2018).

• Product - Trublu has a wide portfolio in the beverage industry with diet category, energy drink, and tea. Diet Rite Cordial is in the cordial drink segment with no-sugar content. Diet rite face competition from Cottee‘s cordial drink who is one of the oldest brands with a higher market percentage. The product physical attribute as single-serve pack size earns shelf size sale over a larger pack. The traditional segment focus on consumption per-item price. The resay to drink beverage facilities through its pack size directly targets consumption for repeat purchase
• Price- The cordial drink market is an oligopoly market. The focus of Dite Rite is affordable pricing with the largest exclusive diet brand in cordial. The consumer objective is to choose among the options available the product that provides the highest level of satisfaction and constraint cost and price drives purchase decision.
• Place- Cordial is known for its natural favors and high-quality product, increasing presence in the country to win children and young adults. The consumer exhibits limited decision making when purchasing Dite rite cordial. Limited search with moderate time to purchase the drink. Trublu distributes products through the sales office and distribution center in 5 major Australian cities. These include affordability for the target to make the drink affordable and accessible (Trublu beverages, 2020). Supply through third-party product helps in reach through supermarkets, food service 
• Promotion- Diet rite Cordial promotes itself as a low-joule drink. The promotional strategy focuses on targeting adults and children with a focus on lifestyle and value-based marketing. Influencing consumer purchase through direct marketing by Trublu website reflects the message, design on social media to promote a product through direct marketing
• Public Relations- Public relations management function helps in establishing communication with the public. Trublu beverages have maintained mutual relationship respect and have boosted its public service activities to simulate demand by an increase in the network for data transfer for outreach in a public statement 
• Advertising – The major aim of the advertisement is to influence quick buying decisions to create a large impact and message to large audience (Tibebe, 2018). Advertisement through television creates brand value central to the consumer purchase decisions. The idea through tagline creates the idea in mind of consumer linked to product attribute
• Sales promotion- Sales promotion engages customers for a short run towards the promotional aspect and benefit perceived through sales. The promotional offers differentiate products in the same criteria by coupon code

Distribution of Trublu Beverages

Trublu beverages distribute Diet Rite Cordial through retailers, supermarkets, e-commerce retailers, and convenience stores. Strong scale operations through large retailers for the export of the product (Trublu beverages, 2020).As a brand Diet Rite is growing in the merging market in Australia through its presence

Consumer decision process

1-Need recognition

This stage relates to consumer perceives as need and wish to purchase and has amount. The need through the drink with cordial advertisement caters to the need of the consumer through perception.

2-Information search

The open-source and friends and family act as a prime sources. The social media page attracts customer physical display through the advertisement for information

3- Evaluation of alternatives

Decision making through information collected for previous stages. A brand name helps in providing information for the purchase decisions. The weekend camping pits Diet Rite had of conventional cordial after comparing with other alternatives like Cottee.

4-Purchase decision

The buyer attitude and perception through the situational elements. The no added sugar drink with the price and healthier option than sugar added coke. Diet Rite target towards children in an advertisement on summers creates an impact on purchase decision.

5-Post-purchase

The product satisfaction and consumer perception of consumption results in purchase of Diet Rite cordial as an effective drink. The loyalty coupons and sales option carets consumer attraction towards repeat purchase

Analysis of Communication Mix Alignment

• Lack of communication with the target group- Trublu s marketing and communication by its advertisement campaigning lacks decoding of the message at the customer end to engage them for consumer purchase and final decision
• Lack of push strategy for stimulating demand and actively engage customers towards purchase. Top of the shelf approach should be used actively. In purchase through supermarket, store creates direct sale through shelf space and positioning for direct appeal to the consumer (Rossiter, 2018). The approach alternative drinks creates exposure for preference for the cordial drink in the non-alcoholic market. Product attributes through attractive packaging by the measure of brands message creates a distinguishing image through packaging and delivery in the cordial segment drink

• Mass-media advertising and discounts redefine the target market with a surge in sales. Communication mix shows profitable customer relationship adds value to the company. Consistency of message through online communication, sales promotion, public relations provide economical effect (Oana, 2018). This is an essential tactic as a cordial drink in the traditional drink market with word of mouth publicity and highly competitive market.
• The understanding of decision by the customer is lacking at purchase in Trublu. The discovery of buy and extended decision making creates nominal involvement and outreach by the customer that results in pattern and demographic consensus against the peripheral vision and degrades the altitudinal perceptive of purchase decisions. The demographic pattern is on the target age and market developed and designed for working individuals. Young adults involved in the society creates a range of new consumers which include their presence in college students.
• The digital promotion by Diet Rite highlights the cost-effectiveness and promotion through delivery channels across Australia by Woolworths and Coles. The social media helps in building relationships and awareness that accounts for 35% of digital presence (Food navigator, 2018). Email marketing and newsletter subscription on new products plays a significant role in Diet Rite s digital presence.
• Cordial purchase consideration by existing contacts and drawing cut out for investing ad-based content through re-engage them using content. Necessarily leads to tackle about generating new variable leads, using most impactful marketing efforts come from delivering the right content at the right time to the existing subscribers and consumer. Communication mix shows profitable customer relationship adds value by testimonials for information search that translates into the word of mouth publicity for the product as a traditional purchase (Rossiter, 2018). Consistency of message through online communication, sales promotion, public relations provides economical effect. The first mover information which is available online creates engagement through blog content, premium content, marketing automation, and dynamic website content to help the potential buyers connect and learn more about design-based even service before starting the decision-making process. The message is missing on the link with the Diet Rite as a content-driven for mass appeal for purchase.
• Marketing communication with tagline resembling- Australian audience accustomed to cordial drink is missing in Diet Rite communication mix. Its taste and distribution strengthen its unique component with price as the main factor in retaining customers. The average size of the drink can be used as a consumption for set of more than a single individual that lacks as an alternative to other drinks which is missing in the campaigns. The nutrient component displayed on website describes the drink as alternative to non-alcoholic beverages with freshness as a drawing force in traditional cordial taste. The target segmentation and organizational plan can coordinate with local vendors for increasing presence in stores through multi-variant for consumption (Tibebe, 2018). The revenue generation can be impacted by the spirit of Australian culture across its brand for positioning it as Diet Drink which is not centered in website consumption

Recommendation for Strengthening

• Brand alignment –Marketing channel by single message approach creates the brand perception of consumer purchase. Diet rite cordial marketing and communication requires a focus on no-sugar separating it from the carbonated drink segment. Implement a policy for reducing less healthy ingredients or preservatives that cater to the range of young adolescents (IPSOS, 2016). In Australia‘s approach towards health with fresh fruit consumption and diet, exposure creates a preference for cordial in the non-alcoholic market. Product attributes through attractive packaging by the measure of brands message creates alignment with the company s approach toward purchase decision by the end consumers

• Fragmented marketing communication – Trublu needs to leverage technology to communicate Diet Rite to consumers through reach by advertisement and billboards for customer connect other than social media. The motivation and information search is limited to the digital platform which creates the presence of other cordial drinks a major revenue drive by Diet Rite non-linear and fragmented campaigning. Using AIDA model for customer awareness and interest will bring customer attention towards purchase by large scale pull though newspaper and website engagement for on sale product. The Unique Product attribue for Diet Rite Cordial point of difference creates an attribute for an increase in motivation and perception towards the product. Premium attributes for fresh fruit components and health attributes relating to vitamin C goodness serving fruits. The package size creates the use of consumption for single use with a 200-350ml range through Dite rite (Trublu beverages, 2020). The use of multiple channels create a window for targeting segments designed on their demographic setup. This will be an advantage for a single campaign roll out social platform for the weekend offer as directed by the team to capture the potential for the weekend segment as a relaxing day.
• Customer retention- Integrated communication can be persuasive through loyalty and retention by reward program by channel partner tie-up on e-commerce purchase. The market is not highly differentiated which may lead to a customer shift. The purchase decline or drop in engagement is influenced by the motivation of consumers towards lifestyle and product attributes by Diet rite Cordial. Tapping in the lifestyle of Australian customers through its fresh fruit flavor for the young adolescents market. Product reviews and testimonials creates a real-life image for retention and appeal to the audience. The base attribute positions product consumption and drives sales. In Australia approach towards health with fresh fruit consumption and diet, exposure creates a preference for cordial in the non-alcoholic market (Horticulture innovation Australia, 2016). The Cordial drink segment shows demand as beneficial on consumer perception for a healthy drink. Cordial consumption is due to pack size, product branding and individual attributes through distribution. The post-purchase decision creates a repeat buyer for the product. The strong distribution matrix with supermarkets are one of the prime sources for purchase. The base attribute is related to no added flavor claim the use of the product for significance determination into a category. The fit to use and prime sell point at the point of sale will invariability benefit the sale for the Diet Rite.

Conclusion on Consumer Behavior

Consumer behavior is central to integrated marketing communication. Diet Rite through its existing communication tool to strengthen marketing tool for product effectiveness and upscale. Communication mix shows profitable customer relationship adds value to the company. Consistency of message through online communication, sales promotion, public relations provides the economic effect. In Australia’s approach towards health with fresh fruit consumption and diet, exposure creates a preference for cordial in the non-alcoholic market. Diet rite cordial marketing and communication requires a focus on no-sugar separating it from the carbonated drink segment. Implement a policy for reducing less healthy ingredients or preservatives that cater to the range of young adolescents. The effective communication mix by cordial can send a message through its advertisement campaign to retain customers in the cordial segment by Diet Rite Cordial in line with its communication mix to retain customers

Reference List for Consumer Behavior

Facebook. (2020).Trublu beverages page. Retrieved from https://www.facebook.com/TruBluBeverages/

Food navigator. (2018).Aussie food firms nutrition policies .Retrieved from https://www.foodnavigator-asia.com/Article/2018/04/03/Full-of-loopholes-Aussie-food-firms-nutrition-policies-ranked-as-obesity-soars

Horticulture innovation Australia. (2016). Final report .Retrieved from https://www.horticulture.com.au/globalassets/laserfiche/assets/project-reports/sf13000/sf13000-final-report-656.pdf

https://trublubeverages.com.au/brand/diet-rite-cordial/

Inside our food companies. (2018). Assessment of company polices and commitments related to obesity prevention and nutrition. Retrieved from https://www.hwpcp.org.au/wp-content/uploads/2018/07/InsideOurFoodAndBeverageManufacturersReport2018.pdf

IPSOS. (2016). Australia’s most comprehensive study integrating consumer attitudinal trends with consumption behavior change. Retrieved from https://www.ipsos.com/sites/default/files/2017-07/Food_CHATs_report_6_May_2016

Oana, D. (2018).The influence of integrated marketing communication on the consumer buying behavior. Procedia economics and finance.23, 1446-1450

Rossiter, R.J., Percy, L. Bergkvist 2018. Marketing communications: Objectives, strategy, tactics. Sage publication

Roy Morgan. (2019). Bickford’s narrow the gap to Cottee’s Diet cordial gains momentum. Retrieved from http://www.roymorgan.com/findings/7992-australian-cordial-market-march-2019-201905310546

Soares, M.A., Elmashhara, M.G. 2020. Emotional, sensory, and social dimensions of consumer buying behavior .IGI Global

Tibebe, G., Ayenew, T. (2018).The effectiveness of integrated marketing communication for high involvement product purchase decision: In case of university of Gondar employees. Pacific business review. 11(4), 17-31

Trublu beverages. (2020). Dite Rite Cordial. Retrieved from https://trublubeverages.com.au/our-brands/

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