Bickford’s Australia Marketing Case Study

Scenario You are the newly appointed Marketing Coordinator at Bickford’s Australia, managing brand and advertising activities for Bickford’s Premium Juice products.

Bickford’s Australia is a family business founded over 175 years ago that today employs more than 140 people. Manufacturing facilities are located in our very own South Australia. Bickford’s portfolio of (non-alcoholic) beverages includes cordial, soft drink, juice, syrup, and water products.

Your boss, the Marketing Director, has identified the need to promote Premium Juices in a highly competitive and slowly declining category. She informally briefs you that the company would like to build awareness of Bickford’s Premium Juice range and generate interest to attract new customers, particularly young females aged 18 to 32 years. She also wants to limit the campaign to focus on Victoria, where the juice category is declining most rapidly.

Your boss recently attended a marketing conference where some speakers stressed the importance of differentiating brands by building strong USPs and targeting a specific group of highly loyal customers. Your boss feels that Bickford’s needs to work these strategies into the planning process and is seeking your advice on whether you also think this is necessary.

The budget for the campaign is $750,000, which includes creative development and media placement. In terms of media, your boss thinks that continuing to invest in outdoor is the best option.

Your boss sees you as knowledgeable about advertising, so she wants both your academic thinking and practical suggestions for Bickford’s advertising. She asks you to provide feedback on her ideas and suggest alternative ideas if necessary, so long as they are well justified. These ideas will then be used to improve the brief that is provided to advertising and media agencies.The following are areas where you might like to make suggestions:

  • How you think the campaign will work to achieve advertising objectives—Draw on theories of 
how advertising works and judge whether the proposed objectives are reasonable.
  • Creative strategy and tactics—Identify any creative devices or messages that are important to 
include and explain your reasoning.
  • Selected media (noting that it could be a multi-media campaign)—Justify the choice of media and 
how those media might be used to maximize effectiveness.
  • Appropriate target audience specifications—Identify whom the campaign is talking to and explain 
your reasoning.
  • Effective media placement, including scheduling and timings—Describe how the campaign will be 
deployed/distributed in the market over the time period. 19
  • How to evaluate campaign effectiveness—Specify methods and measures to identify success (noting limitations of the budget available).
  • Other factors, e.g. regulation, links to other marketing activities, etc.