Marketing Strategy & Consumer Behavior

This assignment delves into the realm of marketing strategy and consumer behavior. It requires you to analyze various marketing strategies, examine how consumers make purchasing decisions, and assess the influence of external factors like economic conditions and technological advancements on product success. You'll need to demonstrate a thorough understanding of key marketing concepts and apply them to real-world examples.

Running Head: Global Marketing
Amcor Ltd
Global Marketing

Table of Content:
Summary from assignment 2........................................................................................................................................................................................2
2 Marketing mix...........................................................................................................................................................................................................2
3.2.1 Product strategy...............................................................................................................................................................................................3
3.2.2 Pricing strategy................................................................................................................................................................................................3
3.2.3 Place.................................................................................................................................................................................................................5
3.2.4 Communication promotional mix....................................................................................................................................................................7
IMC.......................................................................................................................................................................................................................7
3.2.5 People..............................................................................................................................................................................................................8
4.0 Economic Evaluation.............................................................................................................................................................................................9
4.1 Communication Plan........................................................................................................................................................................................16
4.3 Monitoring of Action Plan................................................................................................................................................................................18
4.4 Contingency Plans............................................................................................................................................................................................21
References:.................................................................................................................................................................................................................22

Executive summary
Summary from all three assignments
The below presented is the summary of the 1st assignment which has been segmented in the following parts. The first part consists of the analysis
of the factors of market and the second analysis comprises of the analysis and evaluation of the organizational structure. And the same has been
further segmented in audit of consumer and their behavior, the nest is the analysis of the marketing mix .i.e. 7P’s. Competitor’s analysis and the
positioning map have also been described in the next segment. At the end the external environment has been analyzed which consists of the
PEST analysis, theory f porter five forces, value chain and BCG matrix.
The below executed summary is of the assignment 2 which has been made focused on the below presented segments. The first part of the report
comprises of the screening process of the selected market which is further divided in stages and factors of market selection process and also after
that initial screening is done. Next is the market shortlisting which is done with justification. The further segment consists of the objectives of
the process. Next is the selection of the market entry strategies and also the market selection process is described. The last are the
recommendations which are given so as to assist in the above presented approaches.
The following is the summarized version of the 3rd assignment which has been executed for analyzing and evaluating the marketing mix so as to
promote the products and services. The business entity has been making use of the marketing mix to enhance the promotional effects and to
influence the target market. The marketing mix has been segmented in various sections from which the first part is product strategy and for the
same entity has been making use of PLC approach. The next is the pricing strategy and according to which the entity has been making use of
penetration pricing strategy. The further analysis comprises of the distribution channels. The promotional mix is the next segment of the file and
the IMC plan is the used approach for the same. Further analysis comprises of maintaining the human resources. And the last part is regarding
the economic evaluation which comprises of the expenses and valuation of the same.
Summary from assignment 2-
In the underlying portion of this undertaking, publicize factors and different open doors existing in the Mexico keeping in mind the end goal to
set up objective and position in the organization condition of the particular place. Satisfactory and adequate dangers and openings were talked

about through the aggressive examination; promote examination, authoritative natural investigation and advertising investigation. This was
performed with a view to understanding the authoritative position adequately in the Mexico. Beside these factors, Amcor Limited's qualities,
inadequacies, openings, and the dangers factors were talked about the distinctive methodologies, for instance, Porter's five forces, BCG grid, and
SWOT examination and esteem chain investigation. While surveying and assessing every one of these factors regarding the Amcor Limited,
after the different examines, it has been dissected that the honest to goodness game plan of rest world beside the Mexico varies part. Distinctive
standards and headings come in the way while developing their powerful position in the Mexican market with a view to getting drew in with the
B2B sort of affiliation. Alongside this, it was assessed and measured while developing the approach into Mexican market for playing out the
business exercises; Mexico has the most alluring business segment over the world in wording developing the business with a view to extending
the productivity and income of the affiliation. Aside from these components, organization of the Amcor Limited plays out the advertising blend
keeping in mind the end goal to achieve authoritative mission and vision. While developing the widespread promoting plan for the Amcor
Limited, it has been assessed that their number of affiliations are available and existing which are locked in with an indistinct methodology from
Amcor is incorporated. In this industry, the basic accomplishment point of view is giving attractive subjective squeezing. This guarantees the
makers in noteworthiness to their things' wellbeing. Cost is a staggering component which influences the customers. Thusly, Amcor Limited has
likewise investigated the parts relating to the cost to set the cost of their things with a specific end goal to meet the authoritative objectives and
targets.
2 Marketing mix
The term marketing mix has been considered as the set of actions or activities which can be utilized by Amcor LTD for developing and
promoting the product in the market. Price, product, place and promotion are the components of this strategy (Kotler, Armstrong, Harker &
Brennan, 2015) and the same has been explained as follows:

On the basis of the above presented diagram it has been observed that the product is at the growth stage.
3.2.1 Product strategy
Product lifecycle has been considered as the product strategy which can be adopted by the business entity so as to develop the product. This
strategy has been segmented in various divisions; these divisions define the lifecycle of the product. The lifecycle of the product can be defined
as the stages through which a new product undergoes .i.e. introduction to growth, maturity and decline (Shan & Jolly, 2013) these steps can
change according to the changing marketing trends. The below mentioned are the main components of the product strategy:
Branding: In this Amcor Ltd can develop the products name and also a unique identity of the same. This will aid the entity in enhancing the
market share for the product.

Packaging: This process involves enhancing the presentation, outlay of the product which will enable the entity to attract more and more
consumers (Othamn, 2014)
Labeling: In this step the products are properly labeled, which will enable the consumer with a description about the product (May, 2016)
Quality: This is one of the main factors for offering satisfaction to the consumer and is also very much significant for the consumer as the
purchase is based on the quality of the product (Mitra, 2016)
Product mix depth and width: The depth of product mix can be considered as the number of versions which are offered by Amcor for each of
the products. And whereas, the width comprises of the varied range of product lines which are offered by the company (Hirao, 2014)
Segments: Products segmentation is the divisions which have been developed by the business entity so as to identify the features of the products
which resonates with the target markets (Jing, 2014)
Augmented services: These services are present in both the forms .i.e. primarily physical and non-physical attributes. This term increase the
value of the products (Rowley, 2016)
3.2.2 Pricing strategy
Pricing strategies are the tactics which are adopted by the business entity so as to create a value of the products and the services which are
produced. The pricing strategies are the methodologies which will provide a clear idea and will also enable the business entity to develop a fair
price for the product. The prices are set after taking into considerations all the requirements and demands of the consumers. Penetrating pricing
strategy can be adopted by Amcor limited and the same has been described as follows:
Penetration pricing strategy
The major objective of the penetration pricing policy is to bring a hike to the market share of the product and which will also allow the
entity to bring an increase in the prices of the product after the objective has been achieved. According to this pricing policy Amcor Limited will
have to lower down the prices of the product while introducing the product in the new market or region. And this is to be done so as to attract the
new customers. The core strategy aims at influencing the consumers and makes them to switch over the new product due to the lower prices.
One more advantage of adoption of this pricing policy is that it is mostly commonly associated with the marketing objectives of the business
entity (Indounas, 2016)

Factors Justification
Average income As the income of the population is low the penetration pricing strategy will be the best choice for Amcor Limited
GDP 1.205 trillion USD (2016)
Tax Low pricing strategy will make the entity to have a low profit margin and due to which entity will be liable to pay low
tax rate
Currency exchange
rate
In case of dealing with the foreign countries the business entity can face problems as the prices can be low as compared
to the other firm and which will make Amcor to face loss.
Average Competitors
Price
This pricing strategy will increase market share and also increases sales and hence there will be no effect of
competitors pricing strategy.
Cost:
- Production
For maintaining low pricing strategy the entity will have to adopt appropriate production process which is cost
efficient.
- Distribution Local means of distribution channels can be used for keeping the prices low as per the strategy
- Labor Efficient use of labor should be done so as to maintain the prices of the products
- Material Low cost material with good quality can be used
- Marketing Effective and cost efficient promotional tools should be adopted by the business entity for maintaining the prices of the
products.
3.2.3 Place
The term “place” has been considered as the distribution channels which are essentially and effectively utilized by the business
corporation so as to make the availability of the products to the ultimate consumers. The distribution mediums are considered as an integral

component in the marketing process as they make the product available at the right place on right time (Hamzah & Sutanto, 2016). The below
mentioned are some of the variables which have number of impacts on the distribution products and services of Amcor Limited:
Channels
The below mentioned the distribution channels which can be adopted by Amcor limited for making the products and services available:
Direct channel
This medium has been considered as one of the most effective tool or platform for distributing the products and services. In this the manufacturer
directly makes supply of the goods to the consumers and this is the reason it has been named as the direct channel. The business entity is held
responsible for performing all the functions which are associated to the marketing. No middlemen or intermediaries are involved. The below
mentioned are some of the mediums through which the business entity will be trying to reach the consumers directly:
 Retail outlets
 Personal selling
 Mailing or post
 Factory door selling
This method has been considered as very much cost effective as no middlemen are involved and it is also one of the simplest forms of
distribution channel. But then also it cannot be adopted by the business entities for dealing of large number of consumer goods (Li & Kannan ,
2014)
Indirect selling
Indirect channel are also considered as an exclusive medium of distribution. Further, the concept can be defined as the marketing of products and
services which are first transferred to retailer who in turn sell the goods to the ultimate consumers and this whole process is termed as Indirect
Channel of distribution. The mechanism has been considered as one of the most methodology which can be adopted by Amcor for the
distributions of products and services, and effectively can also be utilized for advertising. The following mentioned are the reasons for selecting
the indirect channels of distribution:

 This system provides a better control over the supply of the goods
 This also facilitates the entity and the retailers to make a speedy distribution of the demanded products and services
 This distribution channel also brings a minimization in the expenses as the expenses won’t be beard by the manufacturer.
 Better training of sales can also be offered
 This also aids the entity in obtaining rapid feedbacks from the consumers (Khan, 2014)
Selective distributive channels
This distribution channel is concerned with the distribution of products and services through wholesalers. The distribution through platform has
been considered as one of the widely used mediums of distribution globally. Amcor Limited will be aided as these distribution mediums will
enable the business corporation to sell products and services in lot to a few selected wholesalers. After that the wholesalers sell the same
products to the retailers, who further in turn to sell products to the end consumers. In this concept wholesaler play a role of middlemen, take little
to the products and services, prediction of risks, selection of reliable retailers, provision of products on cash as well as a credit. This is the
process which is followed by the wholesalers which is used for spreading sale on a wide market. For instance, these types of distribution
platforms are proven very much effective for the advertisement of drugs, hardware, tobacco, toys, food products etc. (Garding & Bruns, 2015)
Intensive distributive channels
This has been considered as one of the expensive channel of distribution of goods and services as the manufacturer make use of the varied range
of wholesalers and retail middlemen. These intermediaries are used by the producer for promoting the products and services. This route of
marketing is utilized by the producer for saturating the market with the goods and the services (Mussolo & Luongo, 2017)
Preferred intensity of distribution
The intensity of the distribution has been referred as the availability of the products and services in the market. This factor has a great
impact on the demand for the products of Amcor Limited as the purchase of the products depends on the availability. This variable can be
stimulated from the sub-variables such as the size of the target market, prices of the products promotion and also the production capacity of the
firm.
Place of retailers

Retailers are one of the significant components of the distribution process as they are the intermediaries. The retailers are considered as the
linking chain of the process as they aid the wholesalers to make the provision of the products and services at right place and on right time.
Retailers comprise of an integral part of the distribution channels as they are the middle step of the distribution process.
3.2.4 Communication promotional mix
IMC
The term integrated marketing communication has been referred to the approach or the application which can be adopted by the business entity
for attaining the objectives of a marketing event.
IMC is a very important concept when it comes to putting out the communication to its probable consumers. Hence, it is really important to have
well thought of and designed strategies for IMC, the strategy should be developed in such a fashion that it resonates with the target audience
(TG) (Belch, Belch, Kerr & Powell, 2014)

Here in the Promotional mix diagram, People can also be focused on, People form an important parameter while evaluations company’s
promotional mix. Physical evidence, the company is not yet focusing on its Physical evidence, but research suggests that for a group of
customers/industries it is an important aspect for their purchasing decision (Andrews & Shimp, 2017)
3.2.5 People
People, as mentioned are concerned with the 7P’s of marketing and are an extremely important factor for the entire product strategy and its
promotional mix. Focusing on people will yield the desired output for the company and hence improve its productivity. People include that
management, its employees, managers & customer service team. Hence important care has to be focused on this segment. Training, mentoring,
coaching and motivation are some of the key facets for the People (Scott, Martin & Schouten, 2014)
Online channel
Billboards
Print advertisement
Competitive ($10)
Spread across 40+ countriesPackaging material for beverages,
household goods, food items,
tobacco etc
Product Place
PromotionPrice

Training
It can be understood as the activity which leads to development of the employee in the areas where he is lagging. Training is extremely essential
for all the employees of the company. Amcor is in business of packaging and has its office in more than 40 countries, with an employee base in
touch and such great cultural diversity, the need for training becomes extremely essential. It would help them in expanding their horizon and be
ready for the market. Customer service can also be enhanced by providing the right training, hence, deciding on the areas of training (Frost,
2014)
Recruitment
This is the first step of People process. The workforce has to be handpicked for maximum utilization of their productivity and skills. To improve
the efficiency of the recruitment process, the HR manager has to individually speak with the managers and ask for specific skill set required in
an individual. An appropriate Job description would yield a right employee for the company (Breaugh, 2017)
Occupational Health & Safety Laws
A company which is in the business of packaging has to take care of various occupations and safety laws, as they are dealing with heavy
inventory used for packaging and the government authority are really frisky if any laws is flouted just to reduce the cost towards safety and
occupational health. Amcor has a specialist team who inspects the processes and take care of the health and safety law with periodic inspection
(Reese, 2015)
4.0 Economic Evaluation
This can be understood as systematic identification measurement and valuation of the inputs and outcome of alternative activities. It also
requires subsequent comparative analysis of these. The purpose of economic evaluation is to identify the best course of action based on the
evidence available at hand (Tukker, 2015)
The buyers decision Process for new product: The chart explained below presents the cycle of early innovation adopters which will be slow at
the beginning, which will pick up, reach its peak and then drop to slow again.

Explanation
Market Share calculation:
Looking at Australian market, the population of the continent is 24.13 Million which is growing at a rate of 1.32 % per year. Based on the fact
lets evaluate the market size
The strategy is to target early adopters and innovators for the first 5 Years is as follows
Years
1 2 3 4 5
Population (million)
24.0
0
24.3
2
24.6
4
24.9
6
25.2
9
% Penetration
3.8
4
3.8
9
3.9
4
3.9
9
4.0
5

Year wise penetration of
market share (%) 10% 15% 20% 25% 30%
Year wise penetration of
market share (million)
0.3
8
0.5
8
0.7
9
1.0
0
1.2
1
Pricing
$
10.00
$
15.00
$
20.00
$
20.00
$
20.00
Effective market share
3.8
4
8.7
5
15.7
7
19.9
7
24.2
8
Calculation: Considering Penetration to innovators and laggards which is (2.5 + 13.5= 16% OF Total population)
Considering a penetration of 10% for first year and 15, 20, 25 & 30 for consecutive year.
The pricing is kept at $10 for the first year, penetrative pricing strategy, and then gradually increasing till $20.
Price reducing strategy
Costs Reduction/Monitoring Process
- Production Buying the equipment rather than paying a hefty lease fees
- Distribution Reduce the margin after 2nd year for the distributers
- Labor Hire in shifts, and contractual labor
- Material Maximum utilization, use the end product or the scrap for

further use
- Marketing Move to online promotion and less of paper advertising
Supply chain Reduce excessive retail chains
Model Get into an marketplace model
Activity Responsible Jan Feb Mar Apr May Jun
Market research
Political, Economic condition, Social and culture,
Technological factors, Legal factors, Environment
(PESTLE)
Marketing team The PESTLE analysis will be
done in the first three month
and so will the market survey
and analysis
Market Survey
Research Analysis
Production Plan
Sourcing local manufacturers Production team
Sourcing local suppliers This will be done in the last four months
of the timeline, after understanding the

environment and the market analysis
Production sampling
Analyzing the sample result Production and
Marketing team
Last 2 months,
after more refine
data
Marketing Plan
Market Analysis Marketing team First more month will give a detail
insight of the market and competitorCompetitors Analysis
Distribution research
Sourcing effective local distributors Marketing team Starting from 2nd month onwards till the last month
Recruitment
Local employment HR team Last three months
Training
Training program HR team

Market Research
PESTLE analysis will help in understanding the external market scenario for the company, as to how Political, economic, environmental , social
etc. forces will favor the company or how the effects of these forces can be masked. Market survey and research will help in understanding the
marketing feedback for the company and the surveys will later be analyzed for coming up with the pricing, marketing & promotional strategy.
Will also help in tweaking some features of product if need be.
Production Plan
Production plan will help us in identifying local suppliers during the time frame, in terms of the raw material quality they have, the price to be
charged for the raw material, will also help us in identifying the potential partners for the supplies in the future, who can be trusted for any
emergency requirement fulfillment
Marketing Plan
Here the focus will understand the market with reference to its competitors and also other forces affecting the product. It will also be understood
what is the present scenario related to the product and what all industry are already being catered to, analysis of the same will help in developing
a marketing plan for the company.
Distribution Research
As explained in the earlier part, the business models is such that it requires a lot of distributers to supply the product, as the market is huge, the
usage of efficient distributer model becomes necessary.
Recruitment & Training

This will help in sourcing local talent from the country itself rather than eyeing on employees from outside the continent the training needs will
be identified based on the skill set required for the task at hand and inadequacy of skill in the market.

4.1 Communication Plan
Activity Responsibl
e
Jul Aug Sep Oct Nov Dec
Promotion Plan
Event
sponsor
planning
Marketing After 2 months of the product launch
Social
media
creating
In perpetuity to promote
Sale
promotion
planning
A consistent exercise
Budgeting
Costs
Analysis
Throughout the time period
Pricing
Estimating
Price
First
month
itself
Product Launch

Launching
the Product
into the
market
Marketing ,
Product &
PR team
The first
month
Feedback
Collecting
feedback of
customer
satisfaction
and sale
Right after the product launch
Annual report
Providing
relevant
information
for Annual
report
Last of
financia
l year
Communication Plan
The plan as mentioned is spread out in the Promotional plan, budgeting, pricing, product launch,
feedback & annual report sections. Let’s understand the role and responsibility of each section
independently (Lando, 2014)
Promotional Plan
It is categorized in three important sections, social media, sales planning & promotion and event
sponsorship. The result of these activities is to build a name for the company in market and get
the potential partner for event to be conducted for the promotion of the brand. This will help in
creating in creating interest in the minds of the customer and penetrate among its target audience.

Budgeting
This will take care of the costs involved in the communication plan strategy. The different cost
heads pertaining to different communication strategy, as in , print promotion, website creation,
social media marketing, etc. will be divided to give an optimum budget to the plan, and also it
will be seen as to the budget is not crossed over.
Pricing
Depending on the costs of all the activities, the pricing for the product will be finalized. The
same pricing will be provided to its distributers keeping in mind some discount as an early bird
offer or different distributer techniques.
Product launch & Feedback
At the end of all the promotional activity, the product will be launched in the market and the
response of customers will be monitored over a period of time. This will help in identifying the
gaps in product strategy, specification, pricing etc. The customer feedback will be collected by
the CRM team who will collect the detailed feedback and then present it to the product team for
further tweaking in product strategy (Fu & Jones, 2015)
4.3 Monitoring of Action Plan
Activity Measurement Responsible Activity
completion
date(s)
Memo
Market Research
(PESTLE)
Determine macro-
environmental
Marketing One year
before release
Opportunities
must be

opportunities that
will benefit the
company
Team date consistent with
company
objectives
Market survey Determines viability
of the product and
market potential
Marketing
team
6 months
before release
date
It has to be
studied keeping
in mind the
positioning of
the product
Market Research
and survey
Analysis
Determines the
findings of the
surveys
Marketing
team
6 months
before the
release date
Analysis has to
be fair and not
controlled
Sourcing local
manufacturers
Determines the
availability in the
local market
Materials
team
3 months
before the
release date
Helps in finding
the availability
in local market
Sourcing local
suppliers
Estimating the
suppliers behavior
Materials
team
3 months
before the
release date
Understanding
supplier
behavior
Market Analysis Determines
potential of the
market
Marketing
team
6 months
before the
release date
Attractiveness
of the market
Sourcing effective
local distributors
Helps in building
the chain
Operations 3 months
before the
release date
Picking better
partners
Local employee
recruitment
Procuring local
talent
HR 2 month
before the
release date
Best talent
picking
Training Skill development HR 1 month Better

of employees after the
release date productivity
Marketing plan for
Event sponsor,
Social media and
Sale promotion
Helps in brand
building
PR &
Marketing
2 months
before release
date
Brand creation
Budgeting Understanding the
budget at hand
Finance
department
Continuous
exercise
Keeping a tab on
the expenses
Pricing All costs involved
and profit margin
Joint exercise
of all
department
3 months
before
Helps to
understand the
market
sentiments
Product launch Market openness Product team Release date Launching of
product
Collecting
Feedback
Understanding the
views of the
customers
Marketing
team
CRM
After release
date, in
perpetuity
Understand
buyer feedback
and improve on
the product
Annual Report To know the real
financial number
Finance
department
Every 12
years
Assess the
report card of
company, its
finances, debt,
sales and
holdings

4.4 Contingency Plans
Activity Possible Issue Prospect of
occurrence
Modification
Sourcing local
manufacturers
Raw material
shortage
High Get more vendors on
board
Sourcing local
suppliers
Forming a cartel Medium Build relationships with
them
Production
sampling
Ineffective check ups Medium Better inspection
Local employee
recruitment
Shortage of
manpower, high
wages required
Medium Keep a resource pool
ready
Training Not efficient trainers Low Focus on video coaching
methods
Budgeting Could go beyond the
fixed budget
High Form a committee to
inspect at every step
Product launch The demand is low Medium Better research and
market knowledge
Exit Strategy Move the entire base
and inventory to good
performing market
Low Understanding of the
environmental forces
and possible risk factors
involved.

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