Marketing Report – Toohey’s New Five Seeds Cider

Morgan Grace and Sciobhan Leahy

Word Count: 1500

Table of Contents
1.0 Introduction
1.1 Executive summary
2.0 Situational Analysis
3.0 Swot Analysis 3.1 Strengths 3.2 Weakness 3.3 Opportunity 3.4 Threats
4.0 SWOT Matrix
5.0 PEST Analysis 5.1 Political 5.2 Economical 5.3 Socio-cultural 5.4 Technology
6.0 Marketing Strategy
7.0 Marketing Mix 7.1 Product 7.2 Price 7.3 Promotion 7.4 Media and Advertising 7.5 Promotion
8.0 Critique

1.0 Introduction
This marketing report addresses the SWOT analysis, PEST analysis, marketing strategy, marketing mix and critique of Toohey’s Five Seeds Cider. It also credibly evaluates the marketing, promotions and the creators of Toohey’s Five Seeds Cider
1.1 Executive Summary

2.0 Situational Analysis
The following situational analysis has been prepared in order to address the Macro environment issues surrounding the target market and destination.
3.0 SWOT Analysis
3.1. Strengths
Toohey’s is apart for the Lion Nathan which is a premium Australasian Alcohol Company, which was established in the late 1980’s and by 1990 was one of Australia’s largest corporate companies. Lion Nathan embodies a sense of Australian pride, owning two breweries, Castlemaine Perkins in Brisbane and Toohey’s brewery in Sydney.
Furthermore employees over 1800 Australians and 1400 New Zeeland’s, and holds shares on both the Australian and New Zealand stock market. Having been a long established Australian company, which thrives on the Australian share market, with memorable slogans like “Toohey’s New, For the Love of Beer” and “We’ll send all the carbs to the people who like them best” (Toohey’s White Stag advertisement). Lion Nathan is a well known established company, which brews and distributes Australian owned brands such as XXXX and Toohey’s