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BUS8404 Consumer Behavior For Depth Market Research

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Questions:

1. Critically investigate current areas of research in consumer behaviour
2. Critically investigate current areas of research in consumer behaviour as it relates to the receiving and processing of marketing communications
3. Formulate and evaluate communication strategies for a target market using findings and recommendations of current research
4. Justify the selection of a communication strategy for a target market and a desired market position.

 

Answer:

Literature review 

Yes, the use of different source articles are utilized in order to gather information regarding the NZ context concerning the baby food products. The evaluation of the depth market research helps in understanding the desired requirements of the customer regarding the products. According to Gioia, Sobell, Sobell, & Agrawal, (2016), Understanding of the effective target market is crucial as it helps in evaluating the desired needs of the customers as per the business procedures. On the other hand, the business procedures can be modified as per the satisfaction level of the customers and this will facilitate the preferred growth of the firm throughout the concerned competitive market areas.

The use of various marketing tools will help in evaluating the promotion of the baby food products. As per Antoncic, Antoncic, & Aaltonen, (2016) one of the effective ways for promoting the product is the execution of different types of promotional campaigns in different market areas. In order to execute the IMC strategies, one of the vital aspects is the defining and identification of the particular target market and targeted audience as these will help in providing the preferred boost to the growth of the firm. Analyzing the strengths and the weaknesses will help in gaining some insights to grab the opportunities in order to get the desired competitive advantage over the customers throughout the competitive market areas.

Advertising-print and broadcast media linked to positioning 

Yes, the advertising message has been advertised about the positioning. It will be displayed in the form of banners that will reflect symbolic images highlighting the desired message of the firm. Moreover, the primary motive of the firm will be to highlight a few of the quality offerings from the firm for all of its customers. The advertising media will help in conveying the messages of service and products offerings to the customers to attract the customers towards their respective products (Trinidad, Blanco, Emery, Fagan, White, & Reed, 2017). Alternatively, the formation of the individual banners under the advertising and print media will deliver functional and symbolic benefits for all of its concerned customers. The primary message that will be conveyed with the help of the banners is to provide the superior quality of products to enhance the overall health condition of the toddlers. Moreover, the initial target will be the parents to attract with the help of the symbolic messages that will be highlighted with the help of print media (Vidas-Bubanja, & Bubanja, 2015).

The repositioning of the brand will not encounter many changes but it will help in delivering the messages that the desired focus of the firm will be on the health care of the toddlers, and the firm is engaged in providing satisfactory services to all its customers. 

Moreover, the understanding of the people that the firm is offering superior and excellent products that are good for the health of the toddlers will increase the reliability of the customers and will also establish the trust among the customers regarding the products offered by the firm. The different chosen mediums will be newspapers, banners and well as advisements on the television (Gioia, Sobell, Sobell, & Agrawal, 2016).  The use of different social media websites will help in targeting a large number of the customers throughout the different places around the world. One of the best social media sites is Facebook that can reach a large number of the customers as per their choices. The benchmark survey of the New Zealander’s media reflects that most of the customers can be targeted with the help of their social media usage and the primary requirement of the customers are to consume healthy products. The message can be related with that of the positioning as both reflects delivering of superior products and increase the profitability of the firm.

 

Personal selling linked to positioning 

Personal selling plays vital role in communication mix as it includes direct communicating with the customers to influence their decision and sell the respective products. Convincing the customers are considered as to be the vital element in the personal selling of the individual products offered by the concerned organization (Muchina, & Okello, 2016).

Yes, here is personal selling in consumer sales as well as intermediary sales. In many other firms, it has been seen that different sales representatives are hired to meet the customers, convince them and finally sell the concerned products.

Yes, to execute the sales process, fist leads needs to be generated for finding the appropriate customers of the products like those parents will be targeted those who have toddlers in their home.  The source for generating leads will be the maternity homes, nursing homes where the new babies are born as it will help in finding out the most suitable customers for the selling of the products (Raman, 2015).  The questions that will be asked to the potential buyers are:

  • What products do you use for your babies?
  • Have you ever checked the quality and reliability with those products?
  • Are you satisfied with the previously used products concerning the health of your babies?

There will be different selling manages to lead a team of 5 salespersons to execute the entire sales process, and the team managers will finally report the one head manager regarding the evaluation of the whole sales process (Antoncic, Antoncic, & Aaltonen, 2016).  The message of positioning will be conveyed to each team members that trust of the customers’ needs to be maintained while selling the products.

 

References 

Babyshow. (2018, August). For bumps, birth, babies, and beyond - we've got your back. Retrieved from Babyshow: https://www.babyshow.co.nz/about/

Bhasin, H. (2018, May 25). What is Sales promotion and what are the types of sales promotions? Retrieved from Marketing91: https://www.marketing91.com/what-is-sales-promotion/

Conferenz. (2018, August). Sponsorship. Retrieved from Conferenz: https://www.conferenz.co.nz/sponsorship

Lihua, G. P. (2016, April 03). Eye level is buy level?—?The Principles of Visual Merchandising (and Shelf Placement). Retrieved from Medium: https://medium.com/@giaphualihua/eye-level-is-buy-level-the-principles-of-visual-merchandising-and-shelf-placement-5f2fd8f7f298

Promomatting. (2018, August). Types of Point-of-Purchase Displays. Retrieved from Promomatting: https://www.promomatting.com/types-of-point-of-purchase-ads/

Statista. (2018, August 17). Leading social networks in New Zealand as of January 2018. Retrieved from Statista: https://www.statista.com/statistics/681840/new-zealand-most-popular-social-media-networks/

Tot's Pantry. (2017, August 14). Welcome to Tot’s Pantry! Retrieved from Tot's Pantry: https://totspantry.co.nz/tots-nutrition/

under5s. (2018, August). Events. Retrieved from under5s: https://www.under5s.co.nz/Events.html

Trinidad, D. R., Blanco, L., Emery, S. L., Fagan, P., White, M. M., & Reed, M. B. (2017). Associations between cigarette print advertising and smoking initiation among African Americans. Journal of racial and ethnic health disparities, 4(3), 515-522.

Vidas-Bubanja, M., & Bubanja, I. (2015). Competitive management strategy for print media advertising activities. Journal of Engineering Management and Competitiveness (JEMC), 5(2), 68-76.

Gioia, C. J., Sobell, L. C., Sobell, M. B., & Agrawal, S. (2016). Craigslist versus print newspaper advertising for recruiting research participants for alcohol studies: Cost and participant characteristics. Addictive behaviors, 54, 24-32.

Muchina, C. M., & Okello, B. (2016). Influence of personal selling on brand performance of retail shoe companies in Nairobi Central business district. International Journal of Academic Research and in Business and Social Sciences, 6(5).

Raman, A. (2015). The role of social media in creating and maintaining social networks including its impact on enhancing competitive positioning within the education sector. In Implications of Social Media Use in Personal and Professional Settings (pp. 212-230). IGI Global.

Antoncic, B., Auer Antoncic, J., & Aaltonen, H. M. (2016). Marketing self-efficacy and firm creation. Journal of Small Business and Enterprise Development, 23(1), 90-104.

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