MKT10009 - Marketing and the Consumer Experience

Assignment Task 

Introduction

Every brand has a significant impact on several aspects of a business. Brand analysis is, therefore, an important step to assessing the market position of a business. This report will undertake a marketing intelligence analysis on the existing market for Smirnoff Ice Double Black, a premium premixed ready-to-drink alcoholic beverage.

summary and information

A summary of the brand with relevant background information on its presence in Australia. This may include things such as the brand’s history in Australia, market size, recent performance trends, and other relevant marketing information. The analysis should also include a display of all relevant offerings (sub-brands, product lines, variants) that the brand (or its parent company) has in the product category that you have chosen. You should also present an analysis of the marketing mix (the 4Ps) for your brand, plus for 'P' for Product you need to analyze the three levels of product—core product (or essence), actual product, and augmented product.

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