Thursday, December 5, 2019
Consumer Behavior & Marketing Communication-Samples for Students
Question: Conduct a literature review and develop an IMC Campaign for a New Zealand owned Company's Product or Service. Answer: Introduction The company chosen for this assignment is Only Organic which has its specialization in baby food. This company has been in the New Zealand market since 2003 with their main goal to feed their nations babies with the purest foods. In their very initial stage they started by producing simple recipes with organic ingredients without including any kind of artificial addictives, preservatives, salt and sugar. Only Organic is among the best organic baby food brands in New Zealand making the job of the mothers easier because they are getting tasty, almost like home cooked food made with the best ingredients. Literature Review The promotional mix mainly involves advertising, public relations, sales promotion, digital marketing and personal selling which are also the elements, which are involved in the Integrated Communication Mix (IMC). Therefore, when any company is thinking about their communication process for their customers, the first step they need to take is to define their promotional objectives. In an article by Familmaleki, Aghighi and Hamidi (2015), their main purpose is to explore the effects of sales promotion on the decision making process of the consumers. Shultz et al., said that sales promotion mainly operates on a direct behavioral basis rather than having an impact on their awareness or attitude. This article further states that the main aim of sales promotion is to attract new consumers, continue with existing consumers who are observed switching brands along with giving benefits to those customers who are about to use challenging products. In another article by Sinkovics, Pezderka and Haghirian (2012), they have mainly discussed about the investigation they have made on the factors that influence the perception of advertising mainly through mobile phones in different culture. However, the result has come up with that, infotainment and credibility is the important factors for predicting the values of advertising. Thaichon Quach (2016), mainly investigated the marketing communication to shifting cost, commitment, satisfaction as well as changing intention among those customers with mobile telecommunication. The research on this topic has came up with the result that customers will be satisfied if the supplier can fulfill its promises as well as meet the expectations of the customer. This article further states that sales promotion, which is one of the main elements of IMC, is in a direct relationship with shifting costs which in return has an impact on the level of commitment that can be increase high consumer satisfact ion. Target market Target market is breaking a market into parts and then followed by which the marketing efforts are concentrated on one or more than one important segments that consists of those consumers who needs as well as desires complements the product or the service offered. However, for the company only organic their target market comprises of the following variables- Demographic segmentation- This is the most necessary criteria for identifying the target market of only organic customers. Keeping this in mind only organic mainly attracts female customers of age between 20-30years of age, mainly those women who have already given birth to children as this company sells baby food (Paul Rana, 2012). Geographic segmentation- Based on the geographical segmentation the target market is done on the notion that a group of consumer from a particular are have certain special need for the products and services offered. Only Organic which is in New Zealand is quite aware that the people there are very much health conscious and thus, would definitely like their baby to have nutritious, tasty foods with no pesticides, no added colors or salts when they are just starting to have solid foods. Psychographic segmentation- This element of target market is mainly based on the socio-economic class, personality and lifestyle preferences of the customers. Therefore, the product of only organic is mainly for middle class as well as upper middle class people who have a busy lifestyle. Working mothers who are having children is targeted more (Gad Mohsen Dacko, 2013). Brand positioning The main competitors of Only Organic in New Zealand are as follows- Green Monkey Organic Baby Food Little Angels baby food Based on the competitors Only Organic has the best positing strategy would be to have high quality products with lower prices. Price has and always will be a notable indicator of quality thus, for Only Organic it would be a smart move if they can make their price affordable to all without compromising with their product quality (Solomon, 2014). Philip Kotler designed the Price quality matrix, which mainly shows a cross section between the two matrices based, on which the name is given. As determined by the positioning of the products of Only Organic as relative to the competition their retailers can use price as well as quality of each of their product so that they can identify their position in the market. This will further help to incorporate that in their decision making process when it comes to improve their pricing strategy. Based on the model of Kotlers nine-variable model the best possibility for Only Organ is the superb value (low price/high quality). According to this variab le, it is one of the best-case scenarios for the consumers as they will be getting best quality products in low prices and on the other hand, it can be a tricky step for the organization to attract customers. Therefore, positioning strategy is important for the marketers to communicate best their products with their targeted customers. Conclusion To conclude this report, it can be said that only organic which started its journey since 2003, has been very popular for their specialization in producing baby food. However, initially they started making simple recipes with organic ingredients without including any kind of artificial addictives, preservatives, salt and sugar and thus, making easier for the mothers to feed their babies healthy and tasty home like food. Moreover, they are mainly targeting mothers of age 20-30years who are ranging from middle to upper class and has a busy lifestyle. Lastly, the positioning strategy that can be chosen for this company can be the high quality and low pricing strategy where the customers will get products at affordable prices without the company compromising in their quality. References Familmaleki, M., Aghighi, A., Hamidi, K. (2015).Analyzing the Influence of Sales Promotion on Customer Purchasing Behavior.Advanced Social Humanities and Management,2(2), 41-51. Gad Mohsen, M., Dacko, S. (2013). An extension of the benefit segmentation base for the consumption of organic foods: A time perspective.Journal of Marketing Management,29(15-16), 1701-1728. Paul, J., Rana, J. (2012). Consumer behavior and purchase intention for organic food.Journal of consumer Marketing,29(6), 412-422. Sinkovics, R. R., Pezderka, N., Haghirian, P. (2012).Determinants of consumer perceptions toward mobile advertisinga comparison between Japan and Austria.Journal of Interactive Marketing,26(1), 21-32. Solomon, M. R. (2014).Consumer behavior: Buying, having, and being(Vol. 10). Upper Saddle River, NJ: Prentice Hall. Thaichon, P., Quach, T. N. (2016).Integrated Marketing Communications and their effects on customer switching intention.Journal of Relationship Marketing,15(1-2), 1-16.