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Mount Franklin Overview - Case Study Example

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This study "Mount Franklin Overview" aims to analyze the customer, product, and market profile of Mount Franklin, one of Coca-Cola's products. Mount Franklin - the company’s “sleeping giant” - is premium spring water in the wide category of “Non-alcoholic Beverages & Brewed Soft Drinks”…
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Mount Franklin Overview
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Download file to see previous pages The company has been able to achieve a net profit of $145.4 million for the first half of the current year ending 30 June 2006. It is an increase of $0.2 million or 0.1% for the 1st half of the year. In Australia, the company faced price competition of high intensity due to the overgrowing consumer demand for its product Coca Cola Zero. The company recorded an increase in beverage revenue of 8.3% on per unit case basis, which happened due to an increase in price as well as growth in business. It is strengthening its beverage portfolio by improving product packaging, supported by weighted marketing programs.
Most of the customers of Mount Franklin are women. About one-third of all bottled water is consumed by females between the ages of 12 and 29 years. The number of children, drinking bottled water is also increasing as carrying a bottle is easy and Mount Franklin is generally available in many stores such as convenience stores, food court, take away outlets, supermarkets and vending machines and places that are in easy reach of people whenever they feel thirsty. Children consume maximum water when participating in an activity followed by at work or at school and when taking meals. Females of 12 to 29 years of age group are more health-conscious and prefer bottled water to sugary drinks. As brand Mount Franklin is a major selling brand out of the top five brands that have captured 80% of the bottled water market, it is consumed in bulk quantities.
It is available in Lightly Sparkling water and Mount Franklin still water in all sizes, from 600ml to 1 ltr family pack and 2 ltr. Picnic pack. Off late, Mount Franklin has been presented in slimmer PET designer bottles, which are easy to hold. Earlier, it was sold in a generic bottle.
Mount Franklin is facing stiff competition not only from other bottled water manufacturing companies but other non-alcoholic beverages as well. ...Download file to see next pagesRead More
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