MKT110 | Marketing Fundamentals | The Marketing Concept PETA

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Questions:

1. Find a non-profit organisation that implements the marketing concept. What is the exhange taking place? What is the profit they seek? Do they apply the marketing concept? How can you tell?

2. The Billabong website (www.billabong.com.au) 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?

Go to Nestle's Australian web site (www.nestle.com.au). 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:

Nonprofit organizations are those which gather funding for specific work such as charitable works, and these organizations do not aim of earning profit. The nonprofit organizations use various marketing techniques to gain more fund to be utilized for the purpose of doing social work, so that the mission and vision of the organization is fulfilled. One of the nonprofit organization that utilizes the marketing concept is PETA or (People for Ethical Treatment to Animals), they advertise about their vision in various mediums like internet, billboards and television and seek fund to protect the rights of the animals and engage in animal rescue operations.
The target customer of the website called au.billabong.com are the people interested in surfing and water activities. Therefore it is natural that the people coming to visit this website will be having keen interest on various activities and products related to skiing and water sports. Therefore Billabong very well utilizes its website in providing a lot of information to the customers about the skiing and water sports so that more people interested in the activity comes to its website for information and ends up buying its products (Terry-Armstrong 2014).

2. The latest news provided in the website is with the headline “Uncle Toby’s Oats Energy Exchange Café” dated August 27^th 2018. The news article gives details about the opening of the new UNCLE TOBYS Oats Energy Exchange Café, which is also the world’s first which will help the customers in choosing menu of dishes depending on their daily steps taken to perform various activities (Nestle.com.au 2018). It is stated that the Australian population takes 115 trillion steps per day doing everyday activities, and therefore in exchange of the accumulated steps the customers can choose from unique menu of dishes.

In the Peter’s brand page the latest product that is launched is the new flavor of ice cream called the Raspberry White Choc. The product has been marketed in a unique way in the homepage by enticing the customers with terms such as “Smooth white chocolate ice cream with fruit with a fruity raspberry syrup and white choc flakes.” People will be attracted by the unique wordings of the advertisement and the way the image is displayed. The company uses various unique recipes to launch new flavors of ice creams which keep the brand popular across ages.

3. The North Island is among the two principle islands of New Zealand. The two islands are the South Island and the North Island. They are connected by the Cook Strait. The population in the Southern Island is much higher therefore the economic activities are also higher in this region. However this region has a number of tourist spots and places of tourist interest. The government of New Zealand has given special focus in developing this spot as a tourist attraction. The Northern Island collects a huge revenue from the tourism sector (Kelsey 2015)

If a company decides to find out income distribution of the Northern Island of New Zealand the company may find out from the official estimates of the New Zealand government. The government has given all the details of the economic distribution in the website https://archive.stats.govt.nz/. This website has been maintained by the New Zealand government and updated regularly based on the information that it professionally collects through various sources. The company may be also taking help from various reputed private organizations which deal with the particular subject of estimation of income distribution in the various regions of the world. Data from all these sources can be used by the company.

4. The company Unilever has a number of reputed brands under its domain which imclude Axe, Clear, Cornetto, Dove, Quality Walls, Knorr, Lifebuoy, Lux, Sunsilk and others. The group has marketed its various brands through its website (Unilever.com 2018). The marketing is based on the particular brand that is clicked by a particular individual. However the general locations of the website depends on mass marketing and do not categorize. The website provides general information about the company and the products.

P&G is also a very big business group with many famous brands such as Gillette, head & shoulder, Olay, Old Spice, Oral B, Tide, Vicks, Whispers and many others. The company has focused on its CSR activities in the website therefore the idea is to increase the goodwill and image of the company (Anz.pg.com 2018).

It Is often said that the world’s largest FMCG brand is Nestle. The company has many brands under its umbrella like Maggy, Kitkat, Nescafe, and many others (Nestle.com.au 2018). This company in its official website has adopted a very effective mass marketing strategy that deals with all its consumer across genre.

The ranks of these three companies according to the market segmentation are, 1^st Unilever, 2^nd Nestle, 3^rd P&G. These companies may segment their market according to age, gender or preference of the customers and design their marketing strategy in that manner.

5. The demographics in the world is changing fast and the developing countries are having some of the youngest population in the world. The companies like the gaming industry, cosmetics, FMCG and apparel are catering to this growing population. The marketing strategy that they are taking are mainly based on internet and digital marketing.

The baby boomers are the population that are currently in the age group of 50 years to 70 years (Parment 2013). The population within this age bracket mainly needs products and services that deal with old age care, insurance, medicine, and leisure management. The industries that are going to be benefited from this population are pharmaceutical, insurance, financial management, old age care, and specialty tourism. The baby boomers are mainly people who are already retired or are approaching the age of retirement very shortly (Fingerman et al. 2012). Therefore specialty tourism plans would help them enjoy their leisure days. Insurance is important for medical care. All business activities that are related to old age care and nursing will be benefitted by the growth of this population.

Reference:

Anz.pg.com 2018. ‘Our Brands | P&G’. [online] Anz.pg.com. Available at: https://anz.pg.com/en-AU/our-brands?filterdata=All-Brands [Accessed 30 Aug. 2018].

Fingerman, K.L., Pillemer, K.A., Silverstein, M. & Suitor, J.J., 2012. ‘The baby boomers’ intergenerational relationships.’ The Gerontolo

Kelsey, J., 2015. ‘Reclaiming the future: New Zealand and the global economy.’ Bridget Williams Books.

Nestle.com.au 2018. ‘Home’. [online] https://www.nestle.com.au. Available at: https://www.nestle.com.au/ [Accessed 30 Aug. 2018].

Parment, A., 2013. ‘Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing.’ Journal of retailing and consumer services, 20(2), pp.189-199.

Terry-Armstrong, N., 2014. ‘Billabong: A company in financial crisis.’ Busidate, 22(3), p.4.

Unilever.com 2018. ‘All brands.’ [online] Unilever global company website. Available at: https://www.unilever.com/brands/ [Accessed 30 Aug. 2018].

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