Assessment Task 01: Evaluate and determine the marketing mix

Miss Wipawadee Kruasang, Student ID: 2521

Table of Content
1. Research the Braaap organisation at: Braaarp, viewed June
2010, <http://www.braaap.com.au>.
2. Identify the key characteristics of their products and services
and their significance to the market.
3. Review pricing policy and analyse pricing variables to
determine their effect on demand.
4. Analyse the impact and importance of the following elements
to market outcomes.
a. the promotional methods
b. the channels of distribution
c. the level of customer service provided.
5. Identify Braaap’s potential customer base and key pressure
points for success in reaching them.
6. Establish the components of the marketing mix. Include
information on how each element of the marketing mix has
been used, their significance to each other and their relevance
to the customer base.
7. Identify external environmental factors and assess their
potential impact on the marketing mix.
8. Identify consumer priorities, needs and preferences and the
way they impact the marketing mix.
9. Evaluate new products or services against marketing
objectives, target market characteristics and desired
positioning.
10. Assess the marketing mix in relation to the organisational,
strategic and operational marketing objectives. Select the most
appropriate mix and explain your decision.
11. Write a report covering all the above points.

Introduction
 Assessment Task 01: Evaluate and determine the marketing mix
Miss Wipawadee Kruasang, Student ID: 2521

Braaap began with the vision of making motorcycling more

enjoyable and more accessible, enabling more people to
experience what we love about motorcycling. In an over
competitive industry dominated by just a few well-established
and familiar brands it is Braaap’s job as an emerging brand to
punch above our weight. Braaap have to outdo our competitors
in componentry, Braaap have to outdo their warranty, Braaap
have to offer more customization, Braaap have to make it
easier to purchase, Braaap have to do more, be more. This
report shall examine Braaap’s product, identify the key
characteristics of their products and services and their
significance to the market and to review pricing policy and
analyse pricing variables to determine their effect on demand.
This report shall also study about Braaap’s the promotional
methods, the channels of distribution, the level of customer
service provided. The following sections shall explain in details.
At age 16 Smith had a vision to establish mini motocross
Superlight MX in Australia. In 2004 he identified the need to
develop an affordable Superlight pit bike which could be ridden
and jumped confidently by adults. Evermore determined Smith
set about designing his own bikes and researched the market
extensively. He frequently travelled to mainland Australia where
he participated in motocross events to build his reputation and
accumulate knowledge from the best motocross riders.
At the time Smith was a provisional driver and could not
hire rental cars, so to overcome this limitation he sponsored
riders to participate in the events he was unable to attend.
Through these experiences Smith ascertained the requirements
to build mini bikes capable of rivaling the American models.
Lacking the means to produce them he saw no choice but to
visit China and source a manufacturer capable of building mini
bikes to his specification. Smith aims to provide young people
with an outlet to receive adrenaline rushes through stimulating
activities like trail bike riding rather than drugs, alcohol or crime.
Smith established Adrenalin Plan during 2010 to divide the
cost of purchasing a motorcycle into affordable weekly
payments. Mostly known for its redundant $3 a day marketing
 Assessment Task 01: Evaluate and determine the marketing mix
Miss Wipawadee Kruasang, Student ID: 2521

campaign, Adrenalin Plan has proven a tremendous success

and propelled braaap’s year on year growth.

2. Key characteristics of their products and services and

their significance to the market.
The products sold in the Braaap store have the
characteristics to ensure the highest quality in the world. The
Braaap’s online market is the biggest market around Australia.
That brand Baap’s have many partners all over the world to
develop and sell their products.
They must manage the products and brands to create the
customer relationship. Product is a key element in the overall
market offering. The Braap brand offers a lifetime warranty for
their products so that their customers can trust on them. They
make several tests in their equipments and ensure the
durability, occupational health and safety issues. Moreover,
they produce the many sizes, variety, colors so that the
customers attracts to buy their products. In Australia, all bikes
are designed and tested, also. Because it is an online shop they
got a well organize and a good services.
The customers can select their colors. Customers will get
free learn to ride lessons, that can give much more information
about their products and make customers like this product
because they learn more can know more and they will have a
good impression on the braaap’s product and services. The
entire bike have disk brakes, it’s make the bike more safety and
easy to maintains and repairs, and this will make customers
more comfortable with braaap’s product, more safety means life
will go longer when you use their products. There have no
weight limit, so that’s means everyone can ride.
The bikes have adjustable set high, if you buy it for your
kids, they can ride for a very long time. Also if customers don’t
know about how to ride their bike, they are providing lessons to
teach people how to ride your own bike, this is very good
services because people always want to try new things for this
braaap can make people have confidence.
 Assessment Task 01: Evaluate and determine the marketing mix
Miss Wipawadee Kruasang, Student ID: 2521

3. Review pricing policy and analyses pricing variables

to determine their effect on demand.
Pricing, Promotion, Products, Channels of distribution and
Customer Serviced are the key ingredients at Braaap. The
report would give the samples approaching to customer. A big
store online with 4 big stores around Australia which offer the
best equipments for motorcycles around the world, highest
quality, the best designs and brands make themselves the
biggest business in Australia in that specific market. It is
assembled by Braaap’s mechanics base in Australia. There are
4 superstores branches around Australia. The Braaap’s are not
selling only bikes, they sell other fashion accessories like riding
gear, helmets, T-shirts, shoes, jeans ,and spare-parts of bikes
as well.
The pricing policy on Braaap suppliers are based on
dealership and manufacture prices with and inclusion of Braaap
overheads, this determines final price that is displayed
throughout the website and store, these prices range over the
number of products that are in stock with Braaap, from clothing,
motocross equipment and motocross bikes themselves. This
allows flexibility with Braaap to meet to demand in stock without
wastage when ordering in large quantity.

4. Analyze the impact and importance of the braaap

elements to market outcomes:
A. The promotional methods: Identify consumer priorities
and preferences and the impact whilst there are a lot of mini-
bikes and motorcycle developers and distributors in the country,
what makes a Braaap bike special and stand apart from their
competitors is not online the pocket friendly price, but it is very
simple to customize your Braaap mini bike and affordable. That
may well be one of the main reasons why the Braaap brand and
bikes grown in popularity and recognition in leaps and bounds.
Not only are their minis and superlite bikes a splendid result of
craftsmanship and machinery, but is well within most
consumers’ yearly budget. Customers always appreciate
speedy assistance with their purchases.
 Assessment Task 01: Evaluate and determine the marketing mix
Miss Wipawadee Kruasang, Student ID: 2521

B. the channels of distribution: The main key characteristic

of this organization is dirt bike, high significant for “racing”.
Their significance to the market is metal test, customizes,
designed in Australia and having franchise. This product is non-
perishable and is for racing. The product features and benefits
are for those who love racing. This product is made on demand.
The promotional methods for this organization are internet
testimonials and word-of-mouth. The channels of distribution
are on-line and in store. One of the four major elements of the
marketing mix is price. Pricing is an important strategic issue
because it is related to product positioning, as pricing alone can
affect other marketing mix elements such as product features,
distribution, and promotion. To compete and excel in the market
Braaap have shown the use and benefit of pricing variables to
their business and market position. Some of this variable in use
by Braaap are competitive ownership for customers, discounts
percentages, finance arrangements, psychological elements of
advertising. The web is a digital marketing channel. The task of
searching product, categories, brands, price comparisons and
more is made easier in the digital world.
C. The level of customer service provided: Customer value
is the key ingredient in the marketer’s formula for success.
Although marketing plays leading role, it can be only a partner
in attracting, keeping and growing customers in Baaap. We now
take a closer look at the concepts of a company value chain
and a value delivery network.

5. Identify Braaap’s potential customer base and key

pressure points for success in reaching them.
The better the data you have about your market, the better
equipped you’ll be to make informed decisions about your
business. Good market research will help you establish the
most important objective of all: your sales targets. Your
investors, lenders, key staff, and other stake holders also have
a vested interest in your sales potential and believe that you
can realistically achieve. Before you can estimate the share of
the market you want to attain, you first need to research the
overall size of the market - the number of customers and
 Assessment Task 01: Evaluate and determine the marketing mix
Miss Wipawadee Kruasang, Student ID: 2521

potential customers, the aggregate total of annual sales dollars

spent, the number of competitors already present, and the
market’s long-term outlook. This article will help you do that.
Your achievement will be comprised of groups of businesses,
groups of individuals, or both. Calculating the size of this overall
market - the number of people who will buy from you - first
requires knowing who these groups and individuals are, where
they are located, and their distinctive or unique characteristics.
Whatever your business objective, you need to know if location
or proximity is a critical factor in attracting a target audience.
This will help you to scope the potential size of your market,
especially as you study your customers’ buying characteristics.
Such knowledge enables you to tally the number of customers
you think your marketing can reach. Help the staff
understanding of assessment, planning, improvement of
learning and the budget. Shared goals, developed through an
inclusive process, with a common idea of where the
organization is going, could help the individual to understand
they are part of something greater than themselves.

6. Establish the components of the marketing mix:

Environmentally friendly products can increase and decrease
production costs; environmentally friendly production may
increase costs for organizations and their suppliers but this may
be offset by lower fuel bills through energy efficacy measures or
an increase in sales caused by a positive product image. An
organization may able to pass increases in production costs
(caused by Environment Friendly products) to consumers.
However this will depend on the level of increase, type of
customers, competitor prices and the strength of the economy.
For example during times of recession consumers will place
price above many of the other factors making up the marketing
mix. Some products will need to reach the consumer shortly
after production, for example, fresh food in order to retain
freshness, taste or nutritional value. The fastest method of
 Assessment Task 01: Evaluate and determine the marketing mix
Miss Wipawadee Kruasang, Student ID: 2521

distribution may damage the environment. Conversely a more

environmentally friendly method e. g. via canals may impact on
speed of distribution and consequently quality of the product. A
method of distribution that combines speed with
“environmentally friendliness” may increase distribution costs
as some of these processes are still under development e. g.
electric bikes. After reviewing internal distribution methods of
the company will need to review supplier and subcontractor
distribution as consumers and the media expect organizations
claiming environmental credentials to work with other
environment friendly organizations.

7. External environmental factors and accesses their

potential impact on the marketing mix:
External factors are under the control of a company, its
achievement depends to a huge extent on its production to the
environment. The supplier is not obliged to contend with other
substitute products for sale to the buyer group.
– The buyer is an important customer.
– The suppliers’ product is a most input to the buyer’s business
and finished product.
– The supplier poses a real threat of forward integration.
– Competitors are those who sell the goods and services of the
great equality description, in the same market. Apart from
competition on price, there are like product variability.
Therefore, it is required to build an efficient system of
marketing. This will bring power and good response.
– It is responsibility of the company to satisfy the people at large
along with its competitors and the consumers. It is need for the
growth. The action of the company do appreciate to the other
groups forming the normal public for the company. A public is
defined as ‘any group that has an actual or potential interest in
or impact on a company’s ability to result its objective. ’ Public
relations are certainly a broad marketing operation which must
be fully taken care of.

8. Identify customer properties, needs and preferences

and the way they impact the marketing mix:
 Assessment Task 01: Evaluate and determine the marketing mix
Miss Wipawadee Kruasang, Student ID: 2521

Customers are gradgually recognised as important co-

developers of innovations, often developing new functions for
technologies, solving unforeseen problems and demanding
innovative solutions. The central research question of the paper
is: How to under the consumer needs, and preferences in the
context of new product development in order to improve the
success of emerging innovations, such as functional
equipment.
Important variables appear to be domestication, trust and
distance, intermediate agents, user representations and the
consumer- and product specific characteristics. Using survey
and focus group data, we find that customers need and prefer
easy-to-use new products, transparent and accessible
information supply by the company, independent control of
efficacy and safety, and introduction of a quality symbol for
functional equipment. Intermediate agents are not important in
information diffusion.
Producers should concentrate on consumers with specific
needs, like athletes, women, obese persons. Marketing builds
greater loyalty and repeat purchasing by considering customer
needs. Differentiated marketing creates more total sales with a
concentrated marketing effort in selected areas. Market
strategy also includes the distribution channels for the product,
pricing and terms of sale, promotion and advertising plan,
marketing budgets, inventory selection and management, visual
merchandising, customer relations and an evaluation of the
marketing strategy.
The marketing plan provides information on what the
market will be (retail, wholesale) and what specific customer
groups will be targeted, what will be sold, where it will be sold,
and how wide the area of distribution will be. Preferences are
the desires by each individual for the consumption of goods and
services that translate into choices based on income or wealth
for purchases of goods and services to be combined with the
consumer’s time to define consumption activities. Consumption
is separated from production, logically, because two different
consumers are involved. In the first case consumption is by the
 Assessment Task 01: Evaluate and determine the marketing mix
Miss Wipawadee Kruasang, Student ID: 2521

primary individual; in the second case, a producer might make

something that he would not consume himself.

9. Evaluate new products or services against marketing

objectives, target market characteristics and desired
positioning:
-75% of the retail bike shops attend at least one trade
show a year. The shows provide retailers an opportunity to view
upcoming products and chat with representatives from the
companies as well place pre-season orders.
Advertisements: Wheelie Deals will be advertising in bikes
Retailer, THE industry magazine. Ninety-eight percent of the
bikes shops in America receive a copy of bikes Retailer making
the advertising opportunities especially valuable. Website:
Wheelie Deals will develop a website that includes a current
catalogue of their offerings. This will be the most up-to-date
source of product information and availability. Compare your
prospects for future sales with either past performance, or a
general industry performance report.
By analyzing the industry average as well as your own
performance you will demonstrate to the reader that you can
look “beyond your borders” to the competition to give yourself
an idea of how well you are performing, or what general
difficulties the whole industry may be facing. Identify industry
wide problems and create strategies to challenge them. This
will also demonstrate that you have the necessary foresight to
allow you to recognize problems in the future. Set
“benchmarks” for your sales objectives by using quarterly
reports as a way of evaluating the success of your overall
marketing approach.
Indicate how much “market share” you intend to collect
over the next 5 years, to show that you expect to advance your
position against your competitors using your “individual”
approach. increase your promotional spending introduce minor
innovations – perhaps by adding extra features or updating the
design Seek new markets. test lots of ideas at the start of a
project – it costs relatively little to assess which are most
promising, but make sure you stop work on ideas that don’t
 Assessment Task 01: Evaluate and determine the marketing mix
Miss Wipawadee Kruasang, Student ID: 2521

meet your criteria before committing a lot of time and resources

ask your best customers what they think of your plans consider
the regulatory framework within which your new product or
service will operate don’t overlook the environmental impact of
your plans Look beyond a new product or service’s immediate
potential and consider the longer term.

10. Assess the marketing mix in relation to the organization,

strategic and operational marketing objectives select the most
appropriate mix and explain your decision:
– To compete in a competitive marketplace
– To identify and anticipate consumer requirements and then
satisfy these requirements
– To make a profit. As a market-orientated organization adidas
continuously identifies and reviews consumers’ needs to ensure
its products meet these needs. It aims to exceed customer
expectations by adapting its product portfolio to meet the
changing needs of consumers. It is this focus on its customers,
teamed with product and marketing innovation, that plays a key
role in adidas’ success. Every organization must look at its
marketing in relation to the marketing mix. The marketing mix,
often referred to as the 4Ps, is a means of assessing how to
balance the elements of the mix in order to meet customers’
needs.
The elements include:
– The right product
– Sold at the right price
– In the right place
– Using the most suitable form of promotion.

11. Write a report covering all the above points.

Braaap has its roots in the motocross and supergrass
industry. We’ve all heard that distinctive Braaap as a dirt bike’s
engine revs to push it down the track and out of corners. The
sound has a primal association with speed and acceleration
and the goal of Braaap is to accelerate athletes’ inner engines,
jump starting their journey and no matter their adrenaline
packed sport. “Braaap covers all the aspects of ‘get up and go! ’
 Assessment Task 01: Evaluate and determine the marketing mix
Miss Wipawadee Kruasang, Student ID: 2521

It’s the sound of ‘Let’s go do this! ’” says president and co-

founder Shauna Sledge. “Giving our motivation, athletes,
encouragement, and superior nutrition when they’re competing
gives us the satisfaction that we’re a part of what helps them to
succeed. ” From personal experience, we can confirm they do
exactly what they set out to!
The whole Boo crew has been relying on Braaap since the
season began to keep their energy stores topped off and
stomachs happy. The bus is stocked and our racers as well as
support staff keep grabbing Braaap bars out of the boxes
almost faster than we can replace! We’re on the move
constantly, driving between potential dealers and races, flying
to races, fitting training in before or after work, and having
reliably good food on hand is crucial for us, especially in those
times when we have little time to prepare our own snacks and
ride fuel.
No anyone can put it better than Rote Is hay: “I’m always
between workouts, or working, traveling to races, and do not
always have the time to prepare all my meals in advance.
Having a Braaap bar handy, or on the BooBus, is always a
great choice, tastes good, gluten free, provides steady energy
and, most importantly for an endurance athlete, it is also super
easy on the stomach. ” We’ve been happy to smile wryly at all
those other poor racers complaining of cross gut after races as
we eagerly reach for another bar! A big store online with 4 big
stores
around Australia which offer the best equipment for
motorcycles all over the world, highest quality, the best designs
and brands make themselves the biggest business in Australia
in that specific market. The pricing policy on Braaap are based
on dealership and manufacture prices with and inclusion of
Braaap overheads, this determines final price that is displayed
throughout the website and store, these prices range over the
number of products that are in stock with Braaap, from clothing,
motocross equipment and motocross bikes themselves.
The product features and benefits are for those who love
racing. This product is made on demand. The promotional
methods for this organization are internet advertisements,
 Assessment Task 01: Evaluate and determine the marketing mix
Miss Wipawadee Kruasang, Student ID: 2521

testimonials and word-of-mouth. Environmentally friendly

products can increase and decrease production costs;
environmentally friendly production may increase costs for
organizations and their suppliers but this may be offset by lower
fuel bills through energy efficacy measures or an increase in
sales caused by a positive product image.
The fastest method of distribution may damage the
environment. Conversely a more environmentally friendly
method. Identify industry wide problems and create strategies
to challenge them. This will also demonstrate that you have the
necessary foresight to allow you to recognize problems in the
future. Set “benchmarks” for your sales objectives by using
quarterly reports as a way of evaluating the success of your
overall marketing approach.
Indicate how much “market share” you intend to collect
over the next 5 years, to show that you expect to advance your
position against your competitors using your “individual”
approach. Recognize the Market product or service by what it
is, who will buy it, how much they will pay for it and how much it
will cost for you to produce it, why a consumer demand exists
for your product, and where your product sits in comparison to
similar products/services now available. Describe the
marketplace rationale for the differences between your product
and a competitors.
Look at quality, price, new ideas/approaches, and how
your product appeals to a specific customer base – both existing
customers and new customers you hope to attract to the
market. Be specific about how your product/service improves
upon those already existing, your use of quality control, post
purchase evaluation and the scope of service you will provide:
responsibilities, liabilities and expectations. Provide budget
sheets for advertising campaigns, sales promotions, and
expenses such as uniforms, business cards, logo designs,
banners, flyers, billboards, etc.