Marketing Strategies For Influence And Productivity – A Case Study Of Peters Ice Cream

Discuss about the Marketing Strategies for Influence and Productivity.

In this paper, the selected organization is Peters Ice Cream which is an Australia-based Ice Manufacture Company. Besides that, it is one of the top ice cream manufacturers in the industry of Australia, and it was founded in the year 1907. On the other hand, the Peter ice cream was introduced to R &R ice cream of European firm and Peters Ice Cream came into the international market many years ago. On the other hand, Peters Ice Cream has implemented many changes in their business strategies (Brown, 2004). Moreover, their strategies changes which need to implement as that, innovative strategies planning to execute properly in the competitive market for sustainability. Along with this part, the company must motivate and encourage their employees for future growth with innovative approaches to capture the whole ice market in Australia. In addition, various issues that affect ice market will be discussed in this paper. On the other hand, the different marketing strategy of other rival companies how to influence the performance of Peter Ice Cream will also be evaluated in this study (Pearson, 2007).

The market includes several factors or issue that impact the performance of an organization. Keeping in mind the end goal to accomplish desirable objectives organizations needs to lead some appropriate marketing strategies. As indicated by recent market research, Peters Ice Cream needs to concentrate on the correct marketing mix to enhance the revenue of the organization through marketing advantages. Though, so as to support in this competitive worldwide market Peters Ice Cream should implement strategy and utilize marketing advantages (Fulmer and Goldsmith, 2011). Each and every segment of the marketing advantages will be discussed in this paper. Moreover, various aspects of current marketing advantages will be analyzed through proper arguments and justification. Along with part, Peter Ice Cream can improve the productivity and customer satisfaction level by effective quality ice products and service. Besides that, the marketing advantages incorporates segmentation, targeting, differentiation, and positioning and each type of components of effective marketing advantages are explained below:

The segmentation is one of the tangible aspects of marketing advantages, and it concludes geographic, customer behavior, and psychological and demographic. On the other hand, segmentation demonstrates the accurate and current market opportunities which organization can grab for improvement(Weinstein, 2008). With the help of certain atmosphere, thickness, the market estimate the geographic component, the management of Peters Ice Cream ought to examine the marketing environment so as to create any new item in the market because the geographic area is a fundamental variable. Moreover, Peters Ice Cream includes a few ranges where huge thickness clients are accessible. Apart from that, the demographic segmentation is another notable part on the grounds that in a few regions like different items of interest effortlessly accessible. In addition, the customer behavior mostly effects the demographic segmentation and incorporates a few components of customer approach, for example, age, wage, ethnic foundation and family cycle (Bigalow, 2002). Along these lines, Peters Ice Cream ought to create their items as indicated by the demographic phases of clients. Despite the fact that, the psychological segmentation section a market on the premise of motivates, identity and way of life of customers. Apart from that, the psychological components influence a consumer in a successful state of mind. Besides that, Peters Ice Cream should provide a careful attention to psychological figures demand to attract more customers. Deliberating the behavioral segmentation, among all because the supportability of an ice related item depends on upon the consumer behavior. On the other hand, Peters Ice Cream should analyze the customer behavior before presenting another ice products in the market.

Segmentation

The targeting clients are one of the essential marketing practice that influences organizational performance. Peter Ice Cream needs to analyze the need of potential customers and targeting them which is a strategy keeping in mind the end goal to grab more potential customers. In this targeting strategy, Peters Ice Cream draws the focus of clients with an unsociable offer, and they disregard the market portion contrast(Bartolini, Hilton and Prati, 2006). Additionally, the comparative requirements of customers must draw the attention of Peters Ice Cream. So, they can distribute and offer individual ice product according to need of the customer. On the other hand, Peters Ice Cream needs to focus on the requirements of their target customers to increase profit. Be that as it may, with the assistance of target segmentation, Peters Ice Cream can be determined on an optimal about what number of assemblies of the customer to be focused on their business. With a specific end goal to assess every market section, the objective marketing process assumes a basic part, and the estimations of market portions are additionally concealed by target marketing process. Be that as it may, the idea of target marketing is affected by the intelligent ramifications of market rationality. In this way, Peters Ice Cream needs to focus on a particular section which can create as most extreme benefit alongside incredible customer satisfaction. With the assistance of a solitary fragment, the majority of the organizations include more portions in their objective marketing process. Besides that, Peter Ice Cream should target customers as per the behavior analyzed which was observed the management(Harvard business review on customer relationship management, 2001).

With a specific end goal to get the main position of Australian frozen industry, Peters Ice Cream brought a ton of variations in their marketing actions. On the other hand, Peter Ice Cream continually modify their marketing strategy inside the time base and get achievement in a skillful mind-set. Peters Ice Cream obtained 'operation Checkout' that includes the desertion of green shield stamps, the conclusion of cost and suit buying for all stores of Peters Ice Cream. Apart from that, In 1999 Peters Ice Cream effectively assumed control over the chain of the frozen yogurt market(Harvard business review on customer relationship management, 2001). In addition, Peters Ice Cream impelled a certainty card, and they accustomed online shopping management withdraw the reflection of customers. Peter Ice Cream also provide service to the housing complex and corporate sections. Moreover, they operated the merged stores with the help of Express arrangement. In present days, more than 500 Peters Ice Cream ice stores have been recognized over the Australia, and it presented an imaginative USA telecom division and online marketing.

Target

In the segment of Peters Ice Cream, they have effectively executed authentic marketing strategy and satisfy many customers through their excellent ice products. Utilizing the promotional activity, Peters Ice Cream position itself as a low-value ice item in the stores of Peters Ice Cream. They perceive that this strategy is exceptionally helpful in ice industry and a colossal number of clients are pulled in by these low estimated ice items. Other than that, after a specific timeframe, Peters Ice Cream can refund their customer with the assistance of dependability program. Besides, they have compelling and gorgeous stores which draw the attention of the customer (Promotional activity, 2004).

In the most recent couple of years, the frozen distributor like Peters Ice Cream have turned out to be increasingly successful and enhanced its shares in the marketplace consistently. Different organizations rule a large portion of the Australian ice market. The real brands as opponents of Peters Ice Cream had possessed a greater stake in the marketplace(Aaker, 2008). On the other hand, Peter Ice Cream needs to remain in front of these competitors and for this, it needs to take a gander at a few components which are influencing its worldwide market. Besides that, the marketing analysis helps the business to choose the item and development of market strategy is called Ansoff Growth grid. In addition, it recommends that the endeavor taken by the business for the development of market trust on upon the condition of the market. Apart from that, the state can hold of existing items in existing market. Aside from that, Peter Ice Cream should use the process for their strategy development. Along with this part, it needs to satisfy the consumer's necessity on the grounds that the behaviors of the customer are evolving. Moreover, the customers should be offered by Peter Ice Cream with new and tasty ice or frozen products(Aaker, 2008).

Conclusion

This paper is based on the practical marketing strategy implementation of Peter Ice Cream. Besides that, the management needs to focus on these targeted customers to increase profit. Moreover, with the help of the marketing segmentation, targeting, and positioning, Peter Ice Cream can identify actual requirements of the customers to serve desired ice products. On the other hand, in order to gain competitive advantages, Peter Ice Cream must recognize the strategies of rival companies in ice industry. Besides that, Peter Ice Cream can develop the performance of the organization by satisfying their customers. 

References

Aaker, D. (2008). Strategic market management. 1st ed. New York: Wiley.

Bartolini, L., Hilton, R. and Prati, A. (2006). Money market integration. 1st ed. [Washington, D.C.]: International Monetary Fund, Research Dept.

Bigalow, S. (2002). Profitable candlestick trading. 1st ed. New York: Wiley.

Brown, W. (2004). Organization. 1st ed. Harmondsworth: Penguin.

Fulmer, R. and Goldsmith, M. (2011). The leadership investment. 1st ed. New York: AMACOM.

Harvard business review on customer relationship management. (2001). 1st ed. Boston: Harvard Business School Press.

Pearson, G. (2007). The competitive organization. 1st ed. London: McGraw-Hill.

Promotional activity. (2004). 1st ed. Watford: IGD.

Weinstein, A. (2008). Market segmentation. 1st ed. Chicago, Ill.: Probus Pub. Co.