Consumer Behaviour and Marketing PSYCHOLOGY OF ALLEN'S KILLER PYTHON CANDIES

CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY OF ALLEN’S KILLER PYTHON CANDIES Student Name: Student Number: Executive Summary Consumer behaviour and marketing psychology analysis enables revealing the understudying marketing issues. In the current case analysis of Allen Killer Python consumer behaviour have been understood by analysing the marketing communication mix as applied by the company. In the end certain strategic recommendations to the company is provided to strengthen the alignment of the marketing communication mix with consumer behaviour.

CONSUMER BEHAVIOUR AND
MARKETING PSYCHOLOGY OF
ALLEN’S KILLER PYTHON
CANDIES
Student Name:
Student Number:
1

1. Executive Summary
Consumer behaviour and marketing psychology analysis enables revealing the
understudying marketing issues. In the current case analysis of Allen Killer Python
consumer behaviour have been understood by analysing the marketing communication
mix as applied by the company. The communication has devised appropriate
communication mix such that it is able to target appropriate consumer segment. In the end
certain strategic recommendations to the company is provided to strengthen the alignment
of the marketing communication mix with consumer behaviour. A recommendation
includes extending its basic elements of marketing mix to align to communication mix in
an appropriate manner.
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Table of Contents
1. Executive Summary............................................................................................................2
2. Introduction.........................................................................................................................4
3. Product Overview...............................................................................................................4
4. IMC Analysis.........................................................................................................................5
5. Alignment/ Misalignment Analysis.......................................................................................8
6. Strategic Recommendations.................................................................................................10
7. Conclusion............................................................................................................................11
8. References............................................................................................................................11
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2. Introduction
Consumer behaviour and marketing psychology analysis enables revealing the understudying
marketing issues. In the current case analysis of Allen Killer Python consumer behaviour
have been understood by analysing the marketing communication mix as applied by the
company. In the end certain strategic recommendations to the company is provided to
strengthen the alignment of the marketing communication mix with consumer behaviour.
3. Product Overview
The current analysis of Killer Python candies includes understanding of marketing issues that
are connected to consumer behaviours. Killer Python candies has a significant market share
in Australia. The candy occupies a significant position in satisfaction of taste buds of its
consumer groups. Analysing the need and want of consumers related to purchase of the
candies. The product appeals to consumers having different taste buds and the product comes
in different shapes and sizes.
Killer Pythons are delicious thick lollies appealing to a wider range of consumer groups. The
most important feature of the candy is its attractive appearance that has created a unique
market space for the candy and fame across various consumer classes. The composition of
the candies is bright coloured with stretchy composition and a favourite of children as well as
amongst teenagers and young adults. The product can add variety and fun to any event. Allen
Confectioneries guarantees that the product to be a hit amongst the guests at any party and
this confectionery is described often as Retro, Soft Jelly. Most kids are attracted towards the
product. The appearance of the candies is attractive and comes in different sizes or shapes.
These candies are not only liked by children but young adults from various consumer classes.
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Available across a range of sizes and across varied confectionery wholesale and direct sales
agents. This product is recommended for schools, sporting clubs, parties at homes and other
places and so on. The market performance of the candies is above average as it is one of the
most liked type of candies from the varied types of candies that are currently available in the
market. Moreover, the brand recognition and high endorsement of the candies from varied
celebrities have created large number of consumer pool for the candies. It attracts consumers
from varied segments of the market.
4. IMC Analysis
Allen Confectioners is an Australian brand of confectioners produced by Nestle. It
manufactures Minties and varied types of party mix lollies such as Killer Python. Initially the
confectioner was owned by founder Alfred Waver Allen, a Melbourne based confectioner
before its takeover by Nestle. Nestle conducts varied marketing promotions applying variety
of marketing strategies for attracting broader consumer groups towards the product. The
current marketing communication mix applied by the company in promoting and targeting its
consumer group comprises of “sales promotion”, “word of mouth”, “personal selling”,
“advisement”, “word of mouth marketing”, “public relations” and “publicity and direct
marketing” (Darley, Blankson, and Luethge, 2010, p 102). This targeted marketing
communication mix effectively targets consumers’ attitudes, group influences, culture, social
class, consumer learning processes and personal buying decision-making processes.
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Figure 1: Marketing Communication Mix for Allen's Killer Python
Source: Author
Advertising: Allen Confectioner’s advertisement is endorsed by famous celebrities which has
high impact on the consumer decision making process (Kumar, and Raju, 2013, p 42). This
target internal as well as external influence of the consumer, that further affects in the
decision-making process. Through advertisement target consumers are able to easily make
the product selection from the varied types of candies available in the market (Martin, and
Morich, 2011, p 500). These advertisement targets consumer attitude, group influences,
culture, social class and personal decision-making process as the consumer behaviour
perceives that consumption of the candy can lead to the same happiness that it caused to the
celebrities.
Sales promotion: Nestle conducts several sales promotions such as discounted sales,
packaged sales deal, and many festival-oriented sales promotions (Pescher, Reichhart, and
Spann, 2014, p 52). These sales promotions are primarily targeted at making personal buying
decision-making process of consumers. The process of sales promotion aims at targeting
consumer behaviour as the product aims at solving various problems that the consumer faces.
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Marketing
Communicat
ion Mix
Advertisin
g
Personal
Selling
Word of
mouth
marketing
Public
Relations
&
Publicity
Direct
Marketing
Sales
Promotion

By offering lower prices as compared to other candies that are available in the market, the
company targets at influencing personal decision-making process of consumers for the
product as compared to other products available in the market.
Personal selling: Nestle conducts several personal selling strategies in its marketing
communication mix such that it is able to influence consumer attitude while undertaking
decision related to the product. Its personal selling strategy is aimed at resolving consumer
problem related to information search and provide best possible solution while making their
final choice.
Word of mouth marketing: The role of group influence and social class plays an important
role in decision-making of consumers related to products such as Killer Python. Kids and
young adults tends to make selection of products that their group and social class within
school or sports team prefers. The role of Nestle’s word of mouth marketing comes into being
at this position, where school children and college goers use the product and also spreads
regarding its tastes. Hence through word of mouth marketing, Nestle in an effective manner is
able to penetrate through its targeted consumer segment.
Public relations and publicity: Through publicity and public relations, Nestle aims at
targeting group influences, culture and social class, such that consumer behaviour can be
influenced (Myers, 2010, p 17). Public relations and publicity promotes the product and its
varied positive attributes. This effort of the company maintains favourable image of the
company and its Killer Python product in the eyes of the consumer. This enhances brand
name and also positive brand image of the company. This enables in selection of the products
in comparison to other products available in the market.
Direct marketing: The company’s direct marketing efforts aims at enhancement of the
consumer learning process hence influencing personal buying decision-making process of
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consumers. Through direct marketing efforts, the company influences consumers to make
skeleton of their products over other products that are available in the market.
5. Alignment/ Misalignment Analysis
Allen confectioners adopts highly effective and competitive strategic marketing
communication mix. Some of the findings in assessment 1 indicates that;
 Need and wants leads consumers to make purchase choices in regards to Killer
Python candies
 Internal and external information sources enable consumers to make decision
regarding the product
 Several attributes of the candies satisfy consumer needs and wants related to the
product
 Available method of purchase impacts consumer decision making process related to
the candies
 Post-purchase behaviour amongst consumers reduces cognitive dissonance for Killer
Python candies
Need and wants leads to consumer making purchase of the Killer Python candies. Its
advertisement communication undertaken by means of celebrity endorsements enables
consumers identifying their needs and wants being met by Killer Python candies (Lantos,
2015, p 15). With advertisements in televisions and newspapers though celebrities there have
been generated high influence on the consumer segment (kids and young adults) that Allen
Confectioners targets. Hence advertisement in the communication mix has a strong alignment
with the findings in assessment 1.
In assessment 1, it was also found that internal and external sources of information impacts
consumers in making their decision related to the candies. The communication mix including
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sales promotion, personal selling, direct marketing, advertisement and word of mouth
marketing provides information to consumers related to the candy such that they can easily
make their decision related to the product (Vijayalakshmi, and Mahalakshmi, 2013, p 15270).
The communication mix is effective in supplying sufficient and relevant information such
that consumers can make their decisions in an effective manner.
The attributes of Killer Python candies such as satisfaction of the taste buds, sour taste as
compared to chocolates, enable people to identify reason that satisfied their taste buds
(Wood, and Hayes, 2012, p 325). As the candies are different compared to other candies,
through personal selling and direct selling in the communication mix, targeted consumers are
influenced to make decision related to the candies in comparison to other candies. The direct
selling and personal selling, the company allows tasting of its products. This allows
consumers to make an informed decision relative to the candy.
The available purchase methods to consumers impacts upon their decision-making process.
The communication mix highlights the varied available purchase methods that are available
to consumers currently also highlighting the discounts available for single, bulk purchases
and party orders (Fill, and Turnbull, 2016, p 16). Through communication mix, high visibility
of the product is made possible, which makes the alignment of the findings. Moreover, the
communication mix also enables reduction in cognitive dissonance that consumer faces. The
communication mix links the expectations that consumer has from the brand, hence satisfying
the need and perception they have (Todorova, 2015, p 370).
In assessment 2, survey method was instilled in order to understand the consumers of the
company. Analysing survey information, it was found that teenagers between the age 21
years to 35 years of age are consumers of the product. Purchase decision makers amongst the
consumers indicates health benefits of the candies (Peters, and Mennecke, 2011, p 1696).
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Consumers analyse prices as a major factor associated with purchase decision making
process. Also, satisfaction from the last purchase acted as a major driving decision in
purchasing the product. The communication mix in an effective manner depicts the targeted
consumers that the company is trying to attract for the product. Through effective
advertisement and publicity, the target customer group is indicated. Advertisement and
publicity also depicts the health benefits associated with the product (Kitchen, and
Burgmann, 2010, p 7). Its direct selling, sales promotion and other techniques shows
consumer satisfaction and impact of prices on its consumers. This reflects alignment of the
communication mix to the findings.
6. Strategic Recommendations
Identification of the above alignment of the communication mix depicts that it is well aligned
to the findings arrived at in assessment 1 and in assessment 2. Certain recommendations will
enable strengthening these alignments as obtained from peer reviewed sources;
 Mihart, (2012, p 121) in his paper rightly pointed out that integrated marketing
approach (IMC) remains one of the most controversial areas in research. However,
she also suggests that IMC has emerged as the most effective way in attaining
objectives for a company. Hence, Allen Confectioners can adopt IMC in conducting
its marketing communication. This will enable the company to place its classic four
elements of the marketing mix as a part of the communication effort. Through IMC,
the company will be able to align its marketing communication mix with consumer
needs and wants.
 In another article by Kim, and Trail, (2010, p 205) where model to explain
relationship amongst constraints, motivators and attendance was tested in an
empirical model, it was found that internal motivators are effective in consumer
purchase decision making. Thus, the company needs to aim at undertaking efforts by
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which internal motivators can be enhanced such that they make purchase of the
products more.
 In an article by Smedescu, Ivanov, Ioanas, and Fruth, (2016, p 5) the role of
technologies have been identified in conducting marketing efforts. The article focuses
on the importance of marketing activity as a daily effort and emphasises on the basic
marketing mix. Hence recommendation for the company is to extend the elements of
the marketing mix for better aligning communication mix to target consumers of the
company.
7. Conclusion
In conclusion, Allen Confectioners in an effective manner attends to its targeted consumer
segment. It is also able to plan and extend its communication mix in an appropriate manner.
Applying the strategic recommendations will enable strengthening of communication mix
further.
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8. References
Darley, W.K., Blankson, C. and Luethge, D.J., 2010. Toward an integrated framework for
online consumer behavior and decision making process: A review. Psychology &
marketing, 27(2), pp.94-116.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Kim, Y.K. and Trail, G., 2010. Constraints and motivators: A new model to explain sport
consumer behavior. Journal of Sport Management, 24(2), pp.190-210.
Kitchen, P.J. and Burgmann, I., 2010. Integrated marketing communication. Wiley
international encyclopedia of marketing.
Kumar, D.P. and Raju, K.V., 2013. The role of advertising in consumer decision
making. IOSR Journal of Business and Management, 14(4), pp.37-45.
Lantos, G.P., 2015. Consumer behavior in action: Real-life applications for marketing
managers. Routledge.
Martin, N. and Morich, K., 2011. Unconscious mental processes in consumer choice: Toward
a new model of consumer behavior. Journal of Brand Management, 18(7), pp.483-505.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour:
Effects on consumer decision-making process. International Journal of Marketing
Studies, 4(2), p.121.
Myers, S.D., 2010. Experiential learning and consumer behavior: An exercise in consumer
decision making. Journal for Advancement of Marketing Education, 17.
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Pescher, C., Reichhart, P. and Spann, M., 2014. Consumer decision-making processes in
mobile viral marketing campaigns. Journal of interactive marketing, 28(1), pp.43-54.
Peters, A. and Mennecke, B., 2011. The role of dynamic digital menu boards in consumer
decision making. In CHI'11 Extended Abstracts on Human Factors in Computing
Systems (pp. 1693-1698).
Smedescu, D.A., Ivanov, A.E., Ioanas, E. and Fruth, A., 2016. Marketing Communications
Mix in Higher Education Institutions. International Journal of Academic Research in
Economics and Management Sciences, 5, p.5.
Todorova, G., 2015. Marketing communication mix. Trakia Journal of Sciences, 13(1),
pp.368-374.
Vijayalakshmi, S. and Mahalakshmi, V., 2013. An impact of consumer buying behavior in
decision making process in purchase of electronic home appliances in Chennai (India): an
empirical study. Elixir Marketing Management, 59, pp.15267-15273.
Wood, W. and Hayes, T., 2012. Social Influence on consumer decisions: Motives, modes,
and consequences. Journal of Consumer Psychology, 22(3), pp.324-328.
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