MARKETING ASSIGNMENT 2

Marketing Assignment 2

Marketing Assignment 2

Introduction

The industry chosen for the purpose of discussion within this assignment is the Beer industry. Beer is essentially remains one of the most consumed drinks within our society. This paper would provide a short introduction to the Beer Company selected. The Product mix of the offerings of the Company will be elaborated in this paper. Also, an analysis of the brand image of the company will be conducted in order to explore the relevant brand positioning of the products being offered by the company. The implementation of the Product Life Cycle Concept to help managing the products of the company in a more appropriate manner will be done. The purpose of this paper is to make the readers aware about the significance of various marketing concepts in relation with a chosen Beer Company.

About the Company

Marston's Beer Company essentially operates with five different and excellent traditional breweries. The Company operates with an extremely integrated distribution network related to a variety of different programs. Marston's Beer Company essentially owns and manages pubs, various trade accounts are arrayed to pubs operated by other companies. The company also retails its products to many shops, supermarkets and even goes beyond the national markets to obtain relevant licenses. The Marston's Beer Company is essentially famous for its excellent brewing techniques. Even the competitors of the company appreciate the brewing techniques of the company. The recent development of the company can be seen from the fact that Marston's has started brewing Burton for one of its main competitors (www.marstons.co.uk).

Marston's Beer Company essentially possesses almost twenty one hundred pubs which are located all around Great Britain. Marston's Beer Company operates with all sorts of pubs ranging from leased, franchised, managed and even tenanted. All types of establishments Marston's possess are essentially located at the heart of all the local communities. The portfolio of beer brands produced by Marston's is huge. Marston's tend to operate with its five regional breweries located all around United Kingdom. Banks's Brewery in Wolverhampton, Marston's Brewery in Burton upon Trent, Jennings Brewery in the Lake District, Ringwood Brewery in Hampshire and Wychwood Brewery in Oxfordshire are the main breweries through which Marston's Beer Company operates (www.marstons.co.uk).

The Product Mix

The product mix of any company is essentially its line of products. The line of products the Marston's Beer Company offers is related to alcohol and beer. The Product mix of any company is basically analyzed through the line length and line depth of the products offered by the companies. The product line and product depth offered by Marston's Beer Company is essentially easy to analyze mainly because of the fact that Marston's has arranged the entire range of its products in the manner that the line and dept of products are essentially visible. The following diagram tends to reveal the basic differences between the product line and product line depth;

The Product line offered by Marston's Beer Company is essentially ...