Discuss brand elements (4ps) Product, Place, Price and Promotion

• Known in Australia for quality and being trustworthy
• Focused on sustainability, partnered with WWF.
– This will help get the younger generation onboard as there tends to be a social shift on sustainability (provide statistics)
• Slogans
– Look into ‘’it’s a no from John West campaign. ‘
– ’it’s what John West rejects that makes John West the best’.
– ‘The Fish John West Rejects’
• Logo
– The green lettering alludes to natural goodness and health derived from wholesome food.

• 4Ps:
– (a) Product: the product has been trustworthy, and it has been consumed by many customers. As per past experience, once the customer taste it then they become the regular customer. Are we able to get customer anecdotes?

– (b) Promotion:

– (c) Price: Price should be set in such a way that every person can afford it, compared to other brands that provide the same products John West is on the more expensive side. There are some people that have difficulty buying this product because of the price. We can tackle this, by advertising the quality and ‘good cause’ of our products (highest quality, health benefits & sustainable sea life) to justify the higher price compared to competitors.

– (d) Place: Sold in local supermarkets nationwide and online.

1. Need to evaluate the brand name (go back to class notes)
2. Discuss brand elements (4ps) Product, Place, Price and Promotion
3. Discuss marketing ideas for the intended age group
– Should we go down the health & sustainability route? For our younger audience, promoting healthiness of the product by getting health experts to back promotion campaigns.
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