MANAGEMT 7104 Marketing Management | Non-Profit Organisation

The Billabong website offers consumers a lot of information about the surfing, skiing and skating industries. However, little, if any, information is provided on Billabong products. Do you think that his helps Billabong to build relationships with its target customer?

2.Go to Nestle's Australian web site . Review its latest news and the Peter's brand page to identify recent new-product launches or promotional campaigns. Which segments of the market are these products/campaigns aimed at? Do you think they will be successful? Why or why not?

3.If a company is interested in estimating the distribution of income in the Northern Territory or New Zealands's North Island, how could it proceed? Be specific.

4.Visit three web services of fast moving consumer goods (FCMG) companies (for example Unilever and P&G). Is there evidence of a segmented approach or are they mass marketing? Rank the three companies in terms of how well they segment their market and prepare a set of recommendations on how they could segment their market further.

5.Discuss how worldwide demographic trends are affecting opportunities for international marketing and which industries are set to benefits from the ageing baby boomers.

Answers:

1.

Care Australia is a humanitarian aid organisation which works around the globe to save lives, defeat poverty and achieve social justice. Social marketing helps the organisation to aware the people about its services. The organisation made pages on social application like Facebook, Instagram, and Twitter to share the information to more and more people. It made own website to provide the all information to the consumers; it helps the company to spread the awareness to gain the funds to carry on existing functions. The company uploaded the attracting images on the social sites related to its services to reach at those people who do not understand the language. The company paste street banners with pictures to explain the services, it is especially for those who are uneducated. It is how the company implement the marketing concept to spread the brand awareness. Care Australia has two financial resources these are donation and revenue generated by activities like making handmade goods. By spreading the awareness, people come towards the company to invest or to give the charity that is how company earns the profit (Caregifts, 2018).

Billabong is a leading surf wear and skate wear company. It is an iconic brand in Australia. The company provides the information about the surfing, skating and skiing industry on its websites to become a leading company. The company provides the information about skiing, skating and surfing industry to promote its skate wears and surf wears in the market. It is easy for the customer to get both the information on one page. The advertisement of skating, surfing, and skiing helps the company to aware the customer towards its products and services. These sports sponsorship, events helps the company to become a leading international surf wear (The Guardian, 2018).

2.

On the Nestle website the latest news is founded with the title of ‘Brain health key for Australia’s one million senior dogs’. The company launched the new product for the dogs. Nestle launched this product to help the dogs those who are in the age of 7 or above 7. It contains the nutrients to nourish the dog bodies and a unique blend of oils to provide energy. The company launched this product in the Australia market; Australia market is beneficial for the company because people of Australia are more conscious about their pets. It is observed that the 85% of Australia dog owners believes that the physical and brand health as equal important for the dogs. It is a fact that the Australians are spending $12 billion in a year on insurance, food and grooming for their animals. The company spreads the awareness by uploading this on news sites or social sites. It shows that this product of Nestle will earn high profit (The Australian, 2018).

Peter’s launched a new ice cream with the partnership of Arnott’s. It mixes the biscuit with the ice cream to attract the two type of customer these are biscuit and ice cream lovers. The company launched the product in the Australia market. It has been seen that the Arnott’s is well-known company for its biscuit products, the consumers of the Arnott’s are getting attracted towards the biscuit ice cream. The partnership of Arnott’s helps the company to achieve success in the market (Australian Food News, 2017).

3.

If the company is interested in estimating the distribution income in the Northern territories then the company has to evaluate the income of each member of the household. Self-employment, capital income, income taxes and social security contribution paid by the household is included while distributing the income. The income of the household is estimated by comparing the number of members with their needs. There are many indicators to measure the inequality distribution of the income. Gini coefficient is the indicator which is used by the Northern territories to measure the inequality of income by comparing the cumulative proportion of the population against cumulative proportions of income they receive. A household is considered poor by the OCED if its disposable income is below the poverty line (Bronfenbrenner, 2017).

4.

In the fast moving consumer goods sector, Unilever and P&G is always two of the biggest company. The companies started operating in Australia from the early days. While visiting the website of P&G, it is observed that the P& G concentrates on its profitable products to increase the profit. The company has 300 brands but the company focuses more on 22 labels that generate the highest profit. The company reduces its brands to focus on the profitable brands (P&G, 2018). Unilever selects the multi-brands tactics and spends more on advertising to attract the customer. The company’s each product differs from the other product in the other target market. Unilever is flexible in geographical segmentation (Unilever, 2018). P&G is the number one company in developed countries but Unilever is the bit better in the developing countries. With the multi-national tactics, Unilever cover the large area even the rural area. After visiting the Nestle website it is observed that Nestle is the also a FMCG company. Nestle focuses more on making the variety of products and deliver the products with the help of the marketing mix (Nestle, 2018). Nestle is more flexible in its segmentation then P&G. But P&G is little better than the Unilever. From the analysis, it is recommended that the P&G has to target the new market to expand the business. Nestle has to more focus on its profitable products and manufacture all age products. Unilever can manufacture the variety of product by targeting the new market.

5.

It has been seen that the different countries are at the different position of the demographic trends. Almost all the developed countries affect the new trends. Demographic trends include the supply trend, demand trend, and the external factors. These trends affect the performance of the international marketing. In demand trends; every year the consumers of the global products are increasing which opens the opportunity for the market. Nowadays, people are attracted towards the digital marketing; with the single click consumers buy the products by staying at a particular place. In supply trend, fluctuation of cost and scarcity of labour decreases the supply which decreases the demand of the consumers for global products. In external factor, fluctuation of tax slabs and increases of trade protectionism affect the international marketing. To reach the global stage the company requires the strong marketing strategy and the other trends like quickly development regional trends, EU, ASEAN, and APEC. The industries which take more benefit from the aging baby boomers are automobiles, food industry, communication industry, wear industry and household industry. Toyota in Automobiles, Nestle in the food industry, and Apple in the communication industry and Nike in the clothing industry can take more benefit (Chron, 2018).

References

Australian Food News. (2017) Peters and Arnott’s partner for new ice cream range. [online] Available from: https://www.ausfoodnews.com.au/2017/07/26/peters-and-arnotts-partner-for-new-ice-cream-range.html [Accessed 21/08/8].

Bronfenbrenner, M. (2017) Income distribution theory. Oxon: Routledge.

Caregifts. (2018) About CARE Australia. [online] Available from: https://caregifts.org.au/about/about-care-australia/ [Accessed 21/08/18].

Chron. (2018) The Demographic Variables That Affect a Business. [online] Available from: https://smallbusiness.chron.com/demographic-variables-affect-business-24344.html [Accessed 21/08/18].

Nestle. (2018) About us. [online] Available from: https://www.nestle.in/aboutus [Accessed 21/08/18].

P&G. (2018) Who we are. [online] Available from: https://us.pg.com/who-we-are [Accessed 21/08/18].

The Australian. (2018) The Weekend Australian. [online] Available from: https://www.theaustralian.com.au/life/australians-are-spending-12-billion-a-year-on-their-pet-animals/news-story/f2a29f12f8d8ac158dc769968eddc4c2 [Accessed 21/08/18].

The Guardian. (2018) Quicksilver owner buys rival surfing brand Billabong for $198m. [online] Available from: https://www.theguardian.com/business/2018/jan/06/quiksilver-owner-buys-rival-surfing-brand-billabong-for-198m [Accessed 21/08/18].

Unilever. (2018) About Unilever. [online] Available from: https://www.unilever.com/about/who-we-are/about-Unilever/ [Accessed 21/08/18].