This section consists of Two(2) questions. Answer all question.

1. Analyze demographic environment and its influence on digital marketing

activities in the context of Nepal with detailed examples and data analysis.
Demographic:

Demographics refer to the socio-economic characteristics of a population that businesses use to

identify the product preferences and purchasing behaviors of customers. With their target market’s
traits, companies can build a profile for their customer base. They can determine their key
customers or target market and create marketing materials. Demographics also affect other business
factors such as pricing, packaging, and service offers. When marketing campaigns are aligned with
the demographics of customers, sales will likely increase. Demographics include a wide range of
characteristics, such as age, ethnicity, education level and income.

Digital marketing in nepal’s Context:

Digital marketing in Nepal is a relatively new trend. But many people, companies and organizations
have begun to use digital marketing to promote their business and profits. Digital/Internet marketing
is the ultimate choice for all companies trying to promote digital growth.

As the number of customers connected to the Internet has increased, so have the opportunities to
reach potential consumers. Therefore, implementing digital marketing has great benefits because it
is the most profitable marketing platform in Nepal.

However, due to the public's lack of understanding of internet marketing, little progress has been
made in internet marketing in Nepal so far. However, digital marketing in the city of Kathmandu is
on the rise and businesses in the capital have started to digitize. Recently, Nepalese companies have
begun to realize the importance of digital existence. The company or company has developed and
achieved success on a global scale.

Demographic Digital marketing:

Each major demographic category can be used to inform a marketing strategy. Consider the
following examples:

Age group: Age is the most basic variable of them all, albeit the most important because consumer
preferences continually change with age. Almost all marketing campaigns target age-specific
audiences. This variable can be viewed regarding specific age ranges or life cycle stages: babies,
children, adolescents, adults, middle-age, and seniors. For example, many famous fashion designers
have different collections to target other age groups. They aim certain clothing lines at specific age
ranges, such as a chic fashion line at younger prospects and a more formal and elegant line at older
individuals.

Age segmentation is also generation-based: baby boomers, generation X, millennials, etc. Since
members within each of these individual groups were born around the same time and grew up with
similar experiences, they often share similar characteristics and thought processes. Targeting baby
boomers and generation X with the same offer and marketing strategy is likely to produce
undesirable results because they think and act differently. Not only do age groups and generations
differ in their buying habits, but also in how they respond to advertising. They tend to have distinct

 ways of speaking and often spend their time on separate platforms. For example, millennials may
spend most of their time on Instagram and Facebook, while seniors prefer their email inboxes.

Gender: Gender can be used to determine whether a social media platform is more likely to expose
your product to men or women. For example, a makeup brand may choose a platform that reaches
more women, whereas a necktie brand might choose a platform with a user base of mostly men.
Men and women generally have different likes, dislikes, needs, and thought processes. For instance,
few men apply makeup, and most women don’t wear boxers. Also, women typically do most of the
household grocery shopping and are more likely than men to donate to charitable causes. These are
all key factors to consider when creating a campaign.

Income and occupation: If people can’t afford your product or service, there is no point in targeting
them. After all, you wouldn’t promote a Mercedes or Ferrari to someone who can’t afford a used
vehicle with more than 100,000 miles. Income targeting lets you measure the buying power of
your audience. When you know the income range of consumers, you can usually find data to
support how people spend money on both the higher and lower end of the spectrum. Many
companies use this data to sell different tiers of the same product, based on income level. For
instance, airlines have three classes: economy, business class, and first-class. Occupation targeting
is also important since certain resources are aimed at different industries and job titles.

Ethnicity and religion: With the tremendous increase in international business and global
advertising brings an increase in segmentation based on ethnicity, race, nationality, and religion.
These groups have many individual cultures that come with conflicting interests, preferences,
attitudes, and beliefs. This could impact both their response to marketing and their buying habits.
Consider Coca-Cola and Pepsi. Both companies advertise globally, but localize their campaigns for
each country, too. The messages are entirely different, based on local customs, religions, nationality,
etc.

Family structure: Family makeup can be instrumental in segmentation because when a family’s
dynamic changes, its needs and desires often do too. This strongly affects their buying habits and
your sales process. Single individuals tend to prioritize themselves, while newly married couples
are likely prioritizing each other and their homes. Couples with several children have different
needs than those who just had their first child. Large families might be more interested in low-cost
household products, as compared to a couple with the same income, but without any children.

2. Compare and contrast between need, want and demand with examples from
soft and energy drink products available in Nepalese consumer Market.
Consumer Market and soft drink marketing:

Every time you buy a product or service, you participate in the consumer market. Whether you are
buying groceries for a week or paying for a car wash, you are part of this larger system.

The consumer market is the same system that allows us to buy products, goods, and services. These
items can be used for personal use or shared with others. In the consumer market, you decide for
yourself how to spend money and use the products you buy. The more people go out to buy
products actively, the more active the consumer market will be.

Need , want and Demand on soft and energy drink Products:

Needs, want and Demands are three main basic conditions in marketing definitions, these three
terms help make strategic decisions. Marketing staff must identify target markets and know the
needs, desires and requests for a better positioning. The needs of customers, hopes and requests
occur in relation to each other according to requirements, motivation and capacity, and all these are
necessary, demographic aspects, social aspects and income levels.

Needs: Need is the desire of consumers to obtain specific benefits from a product or service,
whether functional or emotional. Emotional benefits are often a stronger driving force for
consumers, because competitors can easily copy functional benefits. On the other hand, what
consumers want is their desire for unnecessary products or services, but consumers want them. For
example, food is considered consumer demand. However, steak dinners or desserts are considered
what consumers want because these things are not necessary for life.

Demands: Demand is an economic principle that describes the desire, willingness, and ability of
consumers to pay prices for specific goods or services. Companies in a market economy survive by
producing goods that consumers need. Therefore, understanding consumer needs is critical to the
future viability of a company. Today, many companies are focused on customers. In this approach,
consumer needs are the driving factor for all strategic marketing decisions. Before passing the
consumer research test, no strategy will be followed. Every aspect of the market product, including
the nature of the product itself, is driven by the needs and wishes of potential consumers.

Wants: Want is not a basic requirement, nor is it a necessity for human existence, but there is a
relationship between need and desire. If a need arises, it will stimulate people's tastes and
preferences, and eventually desire will appear, because desire is not a direct need. Wish is not
permanent, it can change according to time, person and place. For example, if a person feels thirsty,
then he can drink water to satisfy the need, but this craving forces him to drink soft drinks or juices.
Desires are not necessary, but marketers promote products and services in desire categories, making
these products a necessary part of life. In fact, desire is not necessary for human existence.

Human hopes play an important role in the manufacture of products with innovative products and
various functions. The taste of the customer and favorite marketing forces to create new products
and services, and if their needs, customers do not prioritize their brands, but I would like to buy
things I want. These hopes are not immediate needs so that customers can spend time to select the
desired color, taste and function.