This assignment requires you to develop and present a marketing strategy suitable to promote your brand/product from the categories below. You will pick a product and decide and justify your target market based on their buying behaviour. You will design a marketing strategy for the target market including a communication slogan which should be incorporated as part of an IMC campaign.
- Soft Drinks
- A Clothing Category/brand
- Fast Food
- Introduce your product category and explain the NZ market size
- Using the segmentation bases analyse the market and then justify your target market and positioning.
- Analyse and predict the consumer buying process in response to the internal and external influences for your target market
- Design your marketing strategiesbased on the target market and the 4 Ps. You need to cover Product, Price, Place and Promotion and how these 4 elements are aligned with the target market
- Propose an ethical communication slogan appropriate to the target market based on the buying behaviour and explain how it will be presented
Overview of Product Category and Brand
The report helps in the overall analysis of the different kinds of soft drinks brands which are situated in New Zealand. Furthermore, there will be introduction of the market size of the soft drinks in the market of NZ along with the segmentation, targeting and positioning of the soft drinks in the market as well. The respective brand which has been selected in the respective report for conducting the STP along with analysis of the process of consumer decision making process is Lemon & Paeroa soft drinks brand which is situated in New Zealand.
Lemon & Paeroa is one of the soft sweet drinks which is manufactured in New Zealand and it was created in the year 1907. The manufacturer of the product is Coca-Cola Amatil New Zealand. This is one of the product brands which traditionally started with the lemon juice combined with carbonated mineral water from town of Paeroa and the brand is widely available in entire New Zealand along with Coles supermarkets in Australia. In the present scenario, the brand is selling various other kinds of soft drinks such as orange, pomegranate along with different other lemon soft drinks as well (Lemon & Paeroa.com., 2018).
From the year 2010-2014, this can be seen that there has been a huge increase in the consumption of the soft drinks among the different individuals in the market of New Zealand. The entire food and beverage market in New Zealand have registered compound growth rate of more than 3.02% during the time span of 2012-2017. The sales have increased to a huge extent wherein the value has increased to NZD 179.22 Million in the year 2017 which is increase of 2.92% over the 2016. With the help of this, the soft drinks market has achieved the strongest type of performance in the year 2015.
Analysis of Market
Proper segmentation is essential in nature which will be based in dividing the entire market in a proper manner. Lemon & Paeroa tries to use the mutli-segment kind of positioning wherein the company will be targeting more than one kind of customers with the different kinds of products and service packages. Lemon & Paeroa tries to offer soft carbonated drink which contains less sugary elements in comparison to the other competitors in the market. The bases of the segmentation are being done as follows:
Kinds of Segmentation
Criteria of Segmentation
Target Segment of Lemon & Paeroa
Domestic and International
Female and Male
Above average and high earners
Students, Employees along with professionals
Hard core loyal individuals
Sought of the Benefits
Refreshment along with providing the customers satisfaction
Personality of the Customers
Easy going, determined and ambitious (Achroll & Kotler, 2015)
Status of the Users
The regular type of users who are present in the market
Working class, upper and middle-class customers in the market
On the other hand, the positioning is being done in such a manner which will be beneficial for the overall success of the product in the market of New Zealand. The company has positioned themselves as the provider of freshness in the NZ market which is provider of freshness in the market in comparison of the other competitors in the NZ market. The positioning of Lemon & Paeroa has allowed them in painting suitable image of themselves in the minds of the customers which will be beneficial for the overall success of the firm (Armstrong et al., 2014).
Figure 1: Positioning Map of Lemon & Paeroa
(Source: Created by Author)
With the implementation of the strategic positioning, this has assisted Lemon & Paeroa in becoming competitive in nature in comparison to the other competitors in the entire market of NZ. Furthermore, this has been seen that the Lemon & Paeroa has positioned themselves as the sugar free drink with proper mixture of the modern flavours and taste which will be liked by the young crowd in the entire market. With the implementation of positioning map, this can be identified that Lemon & Paeroa has been positioned as the high quality along with moderate pricing aspect which will be beneficial for the overall success of the brand in NZ and in the other parts of the countries as well (Baker, 2016).
Analysis of Buying Behaviour of Target Market
The behaviour of the customers in the market is being influenced in through the different kinds of factors such as social, environmental, cultural along with personal factors which will be beneficial for receiving success in the entire competitive business environment.
Lemon & Paeroa is one of the known soft drink brands which have different competition in the entire market that can be threat to the company in terms of gaining more customer base. Firstly, the social factors play a major role in analysing and identifying the different needs of the customers in such a manner which will influenced by opinions of the leaders or the reference groups or the class or the peer groups. In the promotional programs of Lemon & Paeroa, the main aspect is social factor that has been helpful in nature in improving the base of the customers in the market in an effective manner (Bruwer & Li, 2017).
Secondly, the personal factors are the other aspects which play a major role in decision making process of the customers (West, Ford & Ibrahim, 2015). In purchasing the Lemon & Paeroa, this has been noticed that this covers all the walks of life such as from child, young individuals along with the old people try to refresh themselves by drinking the soft drinks as they prefer the sugar free content in their soft drinks. In the present scenario, this has been noticed that the individuals prefer the health-conscious food and drinks which will be beneficial for their health (Gengler & Mulvey, 2017).
From the above, this can be analysed that these are the two major factors which are being considered in analysing the tastes and preferences of the customers in an effective manner. This is essential for the company to understand the factors which is helpful in controlling the buying decisions of the customers in an appropriate manner. in case of Lemon & Paeroa, this has been noticed that social and the personal factors play a vital role in managing the different preferences of the customers in order to become more competitive in the entire market.
Factors Influencing Customer Buying Behavior
There are different kinds of buying behaviour of the customers while purchasing the different products and services. The external factors play a major role in managing the decision-making process of the customers in such a manner which will be beneficial for the purchase of the products in an effective manner.
Limited Decision-Making approach is one of the aspects wherein the customer is not aware of the brand, however the products which are being sold by the brand is unique and this is being known by the customer from a different brand as well. On the other hand, there is other aspect which is no conscious planning or impulse buying which will be affecting the buying behaviour of the customers in a positive or negative manner (Goworek, McGoldrick & McGoldrick, 2017).
There are mainly six stages in the decision-making process of the customers which is known as the consumer buying behaviour process which is required to be analysed in an effective manner in order to meet the different needs and preferences of the customers in a positive manner.
Figure 2: Consumer Decision Making Process
(Source: Kotler, 2015)
Recognition of the problem is first step wherein the unmet needs are need to be recognized in an effective manner. In the case of Lemon & Paeroa, this can be helpful for the meeting of the needs of the external stimuli (Möller & Parvinen, 2015).
Search of information is the second step which can be used wherein there are different possible resources of information that can be used in order to analyse the different needs which is required to be identified effectively.
Evaluation of the Alternatives is the third step which can be adopted by the customers in which this can help in analysing the brand satisfaction provided to the customers. The evaluation will be based on the benefits which are being offered by the brand along with availability of the brands along with dealer rating as well for Lemon & Paeroa (Möller &Parvinen, 2017).
The purchase decision is the fourth step wherein this will be helpful for the customers in evaluating the other similar brands in the market and choose from them the best.
Post-purchase decision is the other aspect in which this can be seen that the different expectations are being discussed for the customers in an effective manner. There can be post purchase satisfaction along with actions which are being felt by them after using or consuming the brand (Parment, Kotler & Armstrong, 2016).
The marketing strategy is defined as the section of the business plan that helps in outlining the game plan for finding the suitable clients along with customers for the business in an accurate manner. There is inclusion of the 4Ps of marketing mix which will be helpful in analysing and dealing with different products, price, promotional activities along with place which will be beneficial for the success of the organization in a positive manner (Philip, 2016).
Product- Lemon & Paeroa is one of the soft drink brands which is available in different kinds of packages such as 250 ml along withn1 litre package (Tanner & Raymond, 2015). Lemon & Paeroa is one of the most preferred brands among the young generation in the entire New Zealand market wherein this is being adopted by the different customers in such a manner which will be beneficial for the health-conscious individuals in the market along with for healthy skin as well (Philip & Kotler, 2017).
Place- This is the other aspect in the marketing mix in which this has been noticed that Lemon & Paeroa has strong presence in the market of New Zealand wherein Lemon & Paeroa tries in believing that the soft drinks of different flavours are available in ready made packs in supermarkets, general stores or corner stores and the main concept which has been set in the minds of the individuals is that this is a very healthy and nutritious drink which is present in the market as well (Pyo, 2015).
Price- The Lemon & Paeroa brand soft drinks has remained customer-centric company and the company has tried in adopting the pricing policies which will be suitable for attracting the different customers (Venter, Wright & Dibb, 2015). The economic policy of pricing has been adopted by Lemon & Paeroa wherein this wants to create greater reach in terms of value. The products are reasonable in nature along with affordable in nature which has been helpful in maintaining the overall contribution in easy buying through customers (Sargeant & MACQUILLIN, 2016).
Promotions- This is the other aspect in which this has been noticed that there are different playful advertisements which has helped the brand Lemon & Paeroa in attracting the customers. With the help of the Facebook along with Twitter aspects, these are the major tools for advertisement which will be beneficial for the promotional activities of Lemon & Paeroa which will be successful in nature (Schlegelmilch, 2016). There can be inclusion of the different kinds of advertisements which will be able to promote the functions in an effective manner.
From the above marketing mix, this can be analysed and identified that there are different kinds of promotional activities which are ethical in nature and this can be used in order to become more efficient in the different kinds of operations which are being performed by the Lemon & Paeroa brand in an appropriate manner (Serrat, 2017). In order to promote their efficiency in the market, this will be beneficial for the success of the organization in a positive manner.
The main aspect of the communication slogan is to attract the large number of customers who belong from the young generation. This has been seen that in the slogan, the main motive is to make the individuals refresh by drinking soft drinks and gain stronger customer base in the entire market wherein there are other competitors in the market as well.
Communication Slogan of Lemon & Paeroa
“COME!!!! REFRESH YOUR TASTE”
With the help of the communication slogan, “COME!!!! REFRESH YOUR TASTE” is the main communication slogan which is helpful for them in promoting their products in the market and become more competitive in nature. With the assistance of the communication slogan, the main message which is being conveyed by the company towards the customers in the market is that the brand is creating their presence in the minds of the individuals which will serve their needs in an effective manner.
The main aspect of the brand positioning of Lemon & Paeroa is that this is the healthy drink which will be beneficial in meeting the needs of the customers in the present scenario as the young generation individuals in the present scenario are craving for sugar free soft drinks which will be refreshing and this will be beneficial for their health as well. Lemon & Paeroa is one such soft drink brands which is being able to serve the needs of the individuals in an accurate manner by meeting the different kinds of demands of the customers which will be beneficial for the overall success in the market effectively.
Furthermore, the slogan is relevant in nature as the young generation in the present scenario prefer travelling for short trips wherein they prefer the different health drinks which will be beneficial for their health and this will be healthy in nature as well. The main aim of the Lemon & Paeroa is to bring differentiation approach in the different items which were provided and sold by them to the customers in the market as this helped them in maintaining consistency and gain competitive advantage.
From the above, this can be concluded that the marketing strategy developed for Lemon & Paeroa have been useful in becoming successful in the New Zealand market in a positive manner. With the help of the marketing mix aspects along with the segmentation, targeting and positioning of the different products and services, this can be identified that there are various types of external and internal influences of the market and the company which can affect the company in both negative along with positive manner. Furthermore, the ethical marketing communication plan has been proposed which included the different tactics and strategies for the stated position in the market along with analysing the consumer behaviour in a proper manner as well. With the help of communication slogan for the company, the different approaches of becoming more consistent and sell differentiated products are becoming popular in the market as well.
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