Introduction Analyzing a product’s marketing strategy reveals how a company chooses to use its resources to capture the attention of the public. This report was commissioned by the Business and Economics teacher as an assignment that will influence the final grade on the subject. The purpose of discussing the marketing strategy of an existing product, Bulla Creamy Classic Ice Cream, is to discover how the company approaches this sphere of operations. This will allow for a better understanding of which strategies brands implement in order to stay competitive in the market and ensuring that customers buy their products. The main areas that will be looked at in the report include product strategy, target market, positioning strategy, price strategy, promotion strategy, and place strategy. Internet resources will serve as the primary means for compiling the report. Marketing Strategy In this report, Bulla Creamy Classic Ice Cream will serve as the focus product for the analysis. The ice cream is an essential part of Bulla’s brand and has been on the market for decades, which points to its solid reputation. It is sold in one and two-liter tubs as well as in packs to allow customers to have a wider choice. Flavors of Creamy Classic ice cream include Classic Cheesecake, Mint Choc Chip, Vanilla, Double Choc Fudge, Frozen Custard toffee Caramel, Frozen Custard Rich Cholocalte, Frozen Custard Classic, Vanilla and Boysenberry, Hazelnut, Cookies and Cream, and Choc Chip. Bulla ice cream is available at grocery stores as well as ice cream trucks in some areas. The core product in Bulla’s case is offering a pleasantly tasting dessert. The actual product is ice cream sold in brown plastic tubs with the brand’s logo and an image of the dessert itself. The augmented product includes promotional deals and various competitions that the brand conducts for advertisement. Bulla is considered Australia’s most popular ice cream brand (AFN Staff Writers 2014). Therefore, despite being on the market for almost a century, the product is still at the stage of growth through the company’s introduction of new flavors, increased profitability, and rising pressure from competitors on the market. Throughout the years, there have been some changes in the packaging of Bulla Creamy Classics ice cream. Now, the ice cream is sold in brown tubs of two- and one-liter volumes. When it comes to portioned ice cream, such as sandwiches, they are sold in brown carton boxes. Key features of the packaging include the brand’s logo, the ‘Creamy Classics’ name, the specification of the flavor, and an image of a bowl with three scoops of ice cream in a particular flavor. Also, the packaging has “proudly Australian made and owned” written on it to show clients that the product is reliable and produced locally. Target Market The target market of Bulla Creamy Classics encompasses a wide demographic of customers because there are usually not many limitations when it comes to targeting dessert to potential consumers. Bulla targets adults predominantly due to the simple packaging and interesting flavors. However, customers with families and children are not excluded from the targeting because ice cream can be eaten by anyone regardless of age or other demographic characteristics. The need of the target audience is to enjoy a t