I have chucked a few News feeds above so you (and I) can quickly get an update as to what is happening down there.
Its on the top of:
www.farrst.blogspot.com
Showing posts with label New Zealand. Show all posts
Showing posts with label New Zealand. Show all posts
Tuesday, February 22, 2011
Tuesday, February 9, 2010
Tuesday, November 24, 2009
Case Study - 42 Below
Its been a while since I put something up here. And since I just finished a Marketing Management Assignment. I figure - hey,what the hell.....Why don't I put an older one up here for you guys to read. So here some Analyzing of 42 below - the fantastic vodka company.
42 below Marketing Management Memo
The Key issue:
The key issue with 42 below is what happens to their marketing forward from this point. As the article left the impression that with 42 below’s current situation – they could relax on the marketing base they had grown. Geoff Ross (CEO) was quoted for being “loaded” (Morrish, 2007) and somewhat satisfied from what he has achieved.
Why is this concern?
42 below are known as a loud and very non-traditional. They have gone against norms within marketing, which stated that you cannot publish advertising which would cause public outcry. They took large gambles with their marketing – attempting to not only target a very specialist and well hidden market (high class bars), but do so by putting themselves in the spotlight
For a company whose following was built on the principal of loud blatant advertising, to rest on their laurels (Morrish, 2007) – would mean that they would be relying wholeheartedly on the aspect that their product was the best.
So what? The guy deserves a break – how does this affect the company as a whole?
42 below’s marketing policy is very left-field, and such abrupt marketing may not join well with new owners – Bacardi. Bacardi’s Vice President – Atul Vora, was quoted for saying the following;
“Take them back to the nostalgia of what we believe represents New Zealand, the purity and beauty of the country” (Walker, Gountas, Mavondo, Mullins, 2009, p374)
When talking about 42 below’s future marketing strategy. This missed the key point behind 42 below (and often New Zealand’s) strategy – they hit their target market via being “outspoken”, and “loud”.
So how can this move forward?
It seems obvious to me that the marketing management of the 42 below operations sit squarely on Geoff Ross’s shoulders. He has done what he set out to achieve, upon his departure (as he is looking at retirement) 42 below will simply become a notch to Bacardi’s belt of products (conforming 42 below to the Bacardi template of marketing).
So with that said my first recommendation would be that Geoff Ross takes on some apprentice’s so that he can pass on how he has built and maintains the marketing perspective of 42 below. Bacardi need to treat 42 below as their ‘wild card’ brand, to maintain the market built up around the left-field marketing performed in the past. Otherwise points of differentiation will be lost.
References:
Walker, O, Gountas, J, Mavondo, F, Mullins, J. (2009). Marketing Strategy: A Decision-Focused Approach
N.S.W. Australia: McGraw-Hill
Morrish, S,. (2007?) 42 Below: The Story of Spirited Vodka Company
N.S.W. Australia: McGraw-Hill [Case Study 6 in Walker, Gountas, Mavondo, Mullins (2009)]
Indirect References:
Pride, W, Ferrell, O, Elliott, G, Rundle-Theile, S, Waller, D, Paladino, A,. (2008). Marketing : Core Concepts & Applications
Qld, Australia : Wiley
www.farrst.blogspot.com
42 below Marketing Management Memo
The Key issue:
The key issue with 42 below is what happens to their marketing forward from this point. As the article left the impression that with 42 below’s current situation – they could relax on the marketing base they had grown. Geoff Ross (CEO) was quoted for being “loaded” (Morrish, 2007) and somewhat satisfied from what he has achieved.
Why is this concern?
42 below are known as a loud and very non-traditional. They have gone against norms within marketing, which stated that you cannot publish advertising which would cause public outcry. They took large gambles with their marketing – attempting to not only target a very specialist and well hidden market (high class bars), but do so by putting themselves in the spotlight
For a company whose following was built on the principal of loud blatant advertising, to rest on their laurels (Morrish, 2007) – would mean that they would be relying wholeheartedly on the aspect that their product was the best.
So what? The guy deserves a break – how does this affect the company as a whole?
42 below’s marketing policy is very left-field, and such abrupt marketing may not join well with new owners – Bacardi. Bacardi’s Vice President – Atul Vora, was quoted for saying the following;
“Take them back to the nostalgia of what we believe represents New Zealand, the purity and beauty of the country” (Walker, Gountas, Mavondo, Mullins, 2009, p374)
When talking about 42 below’s future marketing strategy. This missed the key point behind 42 below (and often New Zealand’s) strategy – they hit their target market via being “outspoken”, and “loud”.
So how can this move forward?
It seems obvious to me that the marketing management of the 42 below operations sit squarely on Geoff Ross’s shoulders. He has done what he set out to achieve, upon his departure (as he is looking at retirement) 42 below will simply become a notch to Bacardi’s belt of products (conforming 42 below to the Bacardi template of marketing).
So with that said my first recommendation would be that Geoff Ross takes on some apprentice’s so that he can pass on how he has built and maintains the marketing perspective of 42 below. Bacardi need to treat 42 below as their ‘wild card’ brand, to maintain the market built up around the left-field marketing performed in the past. Otherwise points of differentiation will be lost.
References:
Walker, O, Gountas, J, Mavondo, F, Mullins, J. (2009). Marketing Strategy: A Decision-Focused Approach
N.S.W. Australia: McGraw-Hill
Morrish, S,. (2007?) 42 Below: The Story of Spirited Vodka Company
N.S.W. Australia: McGraw-Hill [Case Study 6 in Walker, Gountas, Mavondo, Mullins (2009)]
Indirect References:
Pride, W, Ferrell, O, Elliott, G, Rundle-Theile, S, Waller, D, Paladino, A,. (2008). Marketing : Core Concepts & Applications
Qld, Australia : Wiley
www.farrst.blogspot.com
Tuesday, June 23, 2009
Some shots around the new place
I have been doing a bit of walking lately, so here are some shots from Mission Bay (and surrounding bays) where the new house is in Auckland.
Its really nice living here - better lifestyle.
I can wait to get a bike and go for a cruise.
www.farrst.blogspot.com
But first lets start off with a some cool art i saw on a wall of a Cafe' in Mt Eden
Now onto the Bay photos - Not to shabby for Winter :) I live 100m from this :)
Yes - its winter here.......look freezing doesn't it......
New Zealand - small, boring and cold apparently
Now this is nice living in the city!
Its really nice living here - better lifestyle.
I can wait to get a bike and go for a cruise.
www.farrst.blogspot.com
But first lets start off with a some cool art i saw on a wall of a Cafe' in Mt Eden
Now onto the Bay photos - Not to shabby for Winter :) I live 100m from this :)
Yes - its winter here.......look freezing doesn't it......
New Zealand - small, boring and cold apparently
Now this is nice living in the city!
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