BSBMKG419 Analyse Consumer Behaviour

Assessment Task 1

Part A
Target Market

“Western” Suburbs of Sydney where traditional breakfast items and routines are different from
company’s traditional consumer base.

Product Features

Fully integrated products

Source of iron and vitamins, essential minerals and fibers
Low fat and sugar

Target market segment

After researching, the reasons why customers shop elsewhere is due to the name of the product
and the ways in which you can persuade them to buy your new product. Our products will
emerge as a source of energy and protein, focused on the public who often do not have time to
prepare their meals. As a result, Sanitarium is launching a nutrient-based product in western
Sydney, where families and friends can enjoy their time together in a healthy way.

Consumer Attributes

In search of well being and healthy life

In search of snacks with better flavors
Have active social life
Involved in sports and exercises

Analysis of the product

Consumer Attributes Analysis of the product

In search of well being and healthy life Directed to the Healthiest market the Original
Weet-Bix ™ product perfectly meets the
market that seeks the well being in the daily
food.

In search of snacks with better flavors The Sweet-Tooth segment consists of

children from 5 to 12 years old, so Weet-Bix
™ Kids is the ideal product, because even
without adding room and little sugar, it is
designed to please the taste buds of children.

Have active social life An active lifestyle is directly related to the

Body-Watcher segment, since the Weet-Bix
™ Cholesterol Lowering line is the only
cereal product on the market to contain 2g of
plant sterols in 1 serve, making it the ideal
choice for those wanting to reduce their
cholesterol.

Involved in sports and exercises For those who need energy all day long, the
 Weet-Bix ™ GO line is a great choice. The
Energy Junkies market is looking for food that
is easily accessible and can be eaten
anywhere.

Part B

With the aim of launching In order to reach a healthy lifestyle audience, our competitors are
strong and previously declared in the market, since Australia is a country with a sporting vision,
but our products have been developed for a higher remuneration acquisition, that's how our
company excels.

As a marketing strategy, 2,500 samples will be delivered in Westfield on July 27 and tested with
focus groups to determine your response to your promotions. Most successful product launches
involve marketing of various types. Online promotions have also been developed in order to
achieve followers on Facebook, radio / television ads and email requests that can lead a visitor
to your site to learn more about the new product and other product offerings.

A public relations program of feedback will be done to aggregate ideas, including allowing the
press to review your product, write articles to send to the public media, give interviews, and hold
a launch event. The more opportunities you have to present our product to the target market,
the more people will know the product and get interested in acquiring it. In addition, we train our
customer service department fully so that employees can effectively sell the product. At the time
the product is available for purchase, your sales force must be fully informed about the product
and be ready to sell it.

The first objective of a media plan is to target the audience and match the competition to the
competition scenario. Because media objectives are subordinate to marketing and advertising
goals, it is essential to understand how the audience is defined in the objectives of marketing
and advertising. The definition may or may not be exactly the same, depending on your
marketing and advertising goals and strategies.

The ad monitors what Weet-Bix intends to offer its audience, cereals for all ages and that can
be ingested in any situation or place.

Playback of the TV ad after winter will have a major impact on the public who returns their
physical activities for the summer, as it has very relevant comparisons such as sports and
children's games, dreams and domestic activities. Images that also catch the attention of
parents and motivate them to get the product.

How the proposed product will influence individual, social, and lifestyle choices / behaviors in
your target market. In the middle of the sophistication spectrum is person-based
personalization, which involves segmenting people into groups or types of users and making
assumptions about them and what they are looking for based on common characteristics such
as demographics, attitude, income, location, or behavior. set

Rules-based recommendation engines allow brands to have editorial control over

recommendations and offer marketers the ability to optimize their ever-changing business
strategies by "tuning the dials." Brands have the ability to create an unlimited number of
business rules as they plan for every possible scenario of customer interaction. The downside of
this strategy is the potential of contradictory logic; it may be difficult to find a balance between
wanting to adjust the dials and letting the mechanism determine what to recommend.

Legal and ethical requirements in implementing proposed strategies How do you develop a
media plan? Media planning is a four-step process that consists of 1) setting media goals in the
light of marketing and advertising goals, 2) developing a media strategy to implement media
goals, 3) designing media tactics to accomplish strategy and 4) propose procedures to evaluate
the effectiveness of the media plan.
Assessment Task 2
Q1. What is a “Market Profile?”

A market profile is a set of attributes relating to a target population, and in business, a target
group of buyers. These characteristics typically include demographic factors such as income,
geographic factors such as region, and psychographic factors such as values

Q2. Briefly describe the following segmentation factors;

Geography
Geographic segmentation is when a business divides its market on the basis of geography. You
can geographically segment a market by area, such as cities, counties, regions, countries, and
international regions. You can also break a market down into rural, suburban and urban areas

Demographics
Demographic segmentation is market segmentation according to age, race, religion, gender,
family size, ethnicity, income, and education. Demographics can be segmented into several
markets to help an organization target its consumers more accurately. With this type of
segmentation, an organization can categorize the needs of consumers.

Psychographics
Psychographic segmentation involves dividing your market into segments based upon
different personality traits, values, attitudes, interests, and lifestyles of consumers.
This segmentation is advantageous because it allows you to engage in product design and
marketing in a focused manner.

Q3. What is “Consumer Behaviour”? How can marketers predict consumer behaviour?

Consumer behaviour is the study of individuals, groups, or organizations and all the activities
associated with the purchase, use and disposal of goods and services, including the consumer's
emotional, mental and behavioural responses that precede or follow these activities. Consumer
behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area.
Consumer behaviour is an interdisciplinary social science that blends elements from
psychology, sociology, social anthropology, ethnography, marketing and economics, especially
behavioural economics. It examines how emotions, attitudes and preferences affect buying
behaviour. Characteristics of individual consumers such as demographics, personality lifestyles
and behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy,
willingness to provide referrals, in an attempt to understand people's wants and consumption
are all investigated in formal studies of consumer behaviour. The study of consumer behaviour
also investigates the influences, on the consumer, from groups such as family, friends, sports,
reference groups, and society in general.

Predicting consumer behavior is a core responsibility for most marketers. Market research can
help reveal consumer intentions, but penetrating the veil that protects actual consumer
motivations from close scrutiny can be a tall order for even the best-designed research project.
With the advent of big data, marketers are accessing increasingly more sophisticated predictive
and analytic tools to forecast consumer behavior. However, certain "old school" predictive
techniques can be equally effective.

Q4. List and briefly describe three key marketing communication concepts. How does
marketing communication impact on the marketing activities?

Research
Prior to the development and execution of marketing messages, companies usually do research
on the target market to learn more about their primary needs, interests and motivations. Focus
groups, surveys, test studies and recognition studies are among common research tools used to
get more familiar with targeted market segments. By understanding more about the current
situation and motives of potential customers, marketers can more effectively prepare messages
that persuade people to like a brand and buy it.
Promotions
Promotions is the common term used to describe the communication component of marketing.
Marketing is an entire process of research and design of a product or service, development of
promotional messages and sales and service to customers. Communicating the value of your
product or service to customers and developing a long-term brand image is vital to success.
Without promotions, your ability to create awareness and favorable attitudes within target
segments is limited.
Advertising
Advertising is the paid part of a marketing communication strategy that includes paid broadcast,
print or other media messages. Television, radio, newspapers, magazines and online media
constitute the common, traditional media used by advertisers to present messages. Billboards,
directories, aerial and transit media are support media used in advertising. By paying for ad
messages, you typically have greater influence over the placement time and place, as well as
the message itself, since you buy this service from the medium.
In order to find out which marketing communication activity shows the strongest
correlation with the aggregate business performance of a company, the frequency of using
certain marketing activities in one school year was explored. On a seven-point scale,
managers evaluated how often they use a specific marketing activity (we don't use this activity,
once a year, twice a year, every three months, every two months, every month, every week).

Q5. List some of the legal and ethical obligations relevant to marketing activities. Briefly
describe the concept/relevance of the following in your own words;

Anti-discrimination legislation and the principles of equal opportunity, equity, and diversity
Ethical principles Privacy laws Australian direct Marketing Association (ADMA) Direct Marketing
Code of Practice
When setting your prices and advertising your products or services, you need to be mindful of
the relevant regulations, to ensure you aren't misleading your customers.
Consider the following list of regulations when conducting your marketing activities:

Advertising
When you advertise or market your business you need comply with a number of regulations:

Misleading & deceptive conduct

When promoting your products or services, you need to ensure that any branding, statement,
quote or any other representation is not false or misleading. Component pricing is when the
price of a product or service is advertised or displayed in separate parts. For example, when the
single price of a car is displayed and additional on road costs are listed separately. If you
advertise using component pricing you must also provide the full price inclusive of additional
costs in a more prominent way.

Bait advertising
Bait advertising is where a product is advertised at a certain price without a reasonable supply.
Bait advertising is illegal if a business sells the product knowing that they cannot meet expected
demand.

Competitions
Competitions, lotteries or promotions over a certain amount are regulated by your state or
territory through a permit. You can download a permit form from the Australian Business
Licence Information Service (ABLIS) website.
In Australia, national and state laws cover equal employment opportunity and anti-discrimination
in the workplace. You're required by these laws to create a workplace free from discrimination
and harassment. It's important that as an employer, you understand your rights and
responsibilities under human rights and anti-discrimination law. By putting effective anti-
discrimination and anti-harassment procedures in place in your business you can improve
productivity and increase efficiency.