Introduction

The marketing system has become increasingly competitive and complex, because of
the substantial growth in the infrastructure, technology and easy access of information
across the world. This growth has increased the demands from customer, and also
access to international brands and products. As in previous work, we have explained
some theories of marketing system and Community engagement. With the help of this
document we will study about the theories explained previously, we will give some
literature reviews in the support of those theories and how the Embeddedness, and
innovation are the integral part of Marketing system and how it can be involved with the
community participation theory. We will relate these theories with the case study of Milo
Cricket to justify their marketing strategies.

With the help of this document we will also present the Event sequencing map and
Popplet map for the better visualization of the theories and how the particular scenarios
and theories suits perfectly with the milo cricket scenes

Literature Review

Marketing System
The notion of a "marketing system" can be traced back to 1922 when F. E. Clark
suggested that marketing activities could be rewardingly viewed as a "process" [1, p.
16]. Mackenzie and Nicosia[1] have suggested that three major dimensions are involved
in the marketing system, these are agency, activity or function and product dimensions.
Following the lead of Lusch (1987), and Vargo and Lusch (2004), the first of 12
propositions central to a theory of marketing systems can be stated as follows:
Marketing systems are complex, adaptive multi-level systems. The Marketing system
has some characteristics out of these Embeddedness and Innovation are the once
which we will be focusing on.
Embeddedness

It is always suggested that marketing systems are always embedded in a Social Matrix
(Varman and Costa, 2008; Chandler and Vargo, 2008).

As authors such as McDowell (1997) and 2 et al (1996) point out, the social embedding
of economic activity often involves relations of domination, some of them based on
gender, class or race. That is the product that has been marketing is often related to the
social structure and the culture that it is being marketed or promoted, and with change
in technology and social structure the need for the customer has also changed, that is
one of the greatest example of embeddedness. Examples of embedded marketing
systems where the importance of the social matrix is evident can be found in the study
by Rabo (2005) of traders in the souk of Aleppo, the historical analysis of the trans-
Sahara caravans by Lydon (2008) where each caravan can be thought of as a mobile
marketing system, or the sociological insights into the US shopping mall provided by
Underhill (2004). The Embedsedness are the way of marketing which focuses on the
long term goals and people are given importance on the basis of trust and personal ties
with the embedded marketing system, problem solving is also shared jointly between
the groups.

Innovation
The innovations are important drivers of overall economic growth (Baumol, 2002), this
proves the structure of market that can respond to the overall market change in terms of
technology or customer requirement. In particular, an efficient marketing system must
be capable of innovative response to emerging opportunity. As Telser (1987) pointed
out, both cooperation and competition are essential if real world markets are to move
towards efficient outcomes. Nalebuff and Brandenburger (1996) took the analysis
further in a strategic management setting asserting the relevance and importance of
competition. The best and sustainable market system is the one which acts both ways,
1st in short term it look out for the ideas to minimize the cost of transaction and in long
term it accepts the innovation by reading and studying the market trends and changes
and making the transactions accordingly, in both ways, at cooperation and at
competition level.

Community Engagement

Perceived critical mass

Community Engagement is essential part of the brand marketing when, there is the
requirement for creating a brand for the community. Milo Cricket is one such initiative in
Australia which required the community association with the event.

Bagozzi (2000) states that we-Intention is often considered as the intention to

participate in a group and perform a group activity in which the participants perceive
themselves as members of the group.

This led us to the statement given by Oliver (1985) who mentioned that community
engagement is all about, a small segment of the population that chooses to make big
contributions to the collective action.

This also supports the critical mass theory of Lou (2000), who explained that theory is
particularly important in explaining the adoption and diffusion of marketing strategies
because the value of the product increases with the number of its users.

Event sequencing Map

Relevance to the
Event Time Description of the Event
marketing system
 and community
engagement theories
Australia cricket CEO,
https://www.you mentions about the Milo
tube.com/watch cricket tournament, how
(0:45 to Embeddedness in
? government and other
1:03) Australian culture
v=eD_a4azKct0 Social institutions are
supporting for the
tournament.

Several cricket authorities

https://www.you and personnel’s mentioning
tube.com/watch the innovative structure of
(0:20 to Innovation resulting
? the milo cricket tournament
1:53) from the Milo Program
v=wuxrvGKTbl0 and how it is enhancing the
skills of the young cricket
lovers

Shows the community

participation in the
https://www.you
tournament and how it is
tube.com/watch
benefiting the kids around
? (0:17 to Perceived critical
Australia. Kids from different
v=XXv5wjfSmM 1:49) mass
community and sections are
M
taking advantage of the
program by building future
sportsperson
Theoretical framework in Popplet Map

Explanation of The framework

When we talk about Embeddedness, the video shows that Milo, is an integral part of the
Australian community and they have embed themselves in the society, which is
advantageous for them for marketing perspective, they have associated millions of kids
and school children with them to become part of the Milo Cricket League and also
brought together the parents, clubs and communities to become part of the initiative.

Innovation is the key to every success, this initiative was the part of innovation, and to
promote the Milo as a Brand, which is somewhere losing its market presence.
Innovation often asks for the adoption of the market trends if not completely follow them,
same thing Milo follows with Milo cricket, as Cricket is one of the most popular game in
cricket and people do have emotional attachment with the game, this has bought milo to
start innovation with the cricket and bought this initiative and this keep on bringing new
things to the market.

Community participation is the key, the video we shared shows that how community is
getting engaged with the Milo Cricket programs, With the participation of different
community groups the involvement of the kids has also shown a great increase. The
Milo cricket, because of the government support is also helping the kids to learn the
game at very economical cost.

Conclusion
As we studied with theories and their explanation, Milo as made themself an integral
part of the Australian community, with the start of Milo cricket, they have make their
association more stronger. It also helps them to promote themselves as a brand. The
program as of now has engaged millions of kids, their parents all over Australia, it is
being in operation from almost 20 Years, which is considered as a huge success in
terms of even and also as a Brand.

Reference

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Baumol, W.J. (2002), The Free Market Machine: Analyzing the Economic Growth of
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