UNIT CODE & TITLE:

Marketing Management
NAME OF LECTURER
Kim Ahino
TOPIC OF ASSIGNMENT
Case Study Questions
Group or tutorial (if applicable)

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Ehsan Malik

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131104437
DUE DATE
17/09/2015

Course
Associate Degree of Business

Campus
Bentley

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Case Study

HBU211 Marketing Management Week 8 Case Study Reading and Questions

Case Study Questions:

1. Identify and describe the differentiation strategy that Nudie deployed to build their brand
The differentiation strategy which Nudie used to show the unique attributes of his business
was to place his product in the market like no other existing competitors have done. Nudie
used effective promotion strategy and also he changed the labelling of the items which were
more appealing this time. His brand was quite appealing when he introduced it after the fire
mishap. He put competitive prices on his products. He introduced the new products and get
that product to be tested by the people and the brand started getting popular and popular.
He also introduced new flavours and kids lunch box juices.

2. To what extent was Nudies points of difference successful in terms of brand positioning?
Nudie was very health conscious. He wanted to make his products as healthy as possible
unlike others who are not much worried about health of their consumers. Nudie used
effective marketing strategies to show the difference between their product and competitors
products. Nudie was strongly relying on the feedback of the customers. He used
consumers suggestions as his action plan. It also became 15 th most desired brand in
Australia in 2012. Now it is very famous all over Australia and has been running very
successfully.

3. Aside from target market analysis, which other marketing strategies contributed to Nudies
brand equity?
Apart from using target market analysis Nudie used cost leadership strategy to build up his
brand equity. Effective cost management issues were raised in 2009 and serious steps were
taken to cut off the extra costs and they even had to shut down some of their offices and
warehouses. They tried to maintain their brand equity by making effective decisions. They
increased their value in the mind of their consumers. Within 10 years Nudie holds 20% of
the market share which is quite admirable achievement. They decreased their staff as well
from 80 to 50.

Suite : Higher Education Assessment

Standing Committee: Academic Regulatory
Framework
Page: 2 of 3

Reviewed: 22/11/2010
Version: 01.1a

Case Study

Suite : Higher Education Assessment

Standing Committee: Academic Regulatory
Framework
Page: 3 of 3

Reviewed: 22/11/2010
Version: 01.1a