Overview of Marketing Communication - Assignment

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Marketing Communication
[Type the document subtitle]
3/18/2020
student name

Marketing Communication 1
Contents
Introduction................................................................................................................................2
Segment by family.....................................................................................................................3
Segment by age groups..............................................................................................................5
Segment by gender.....................................................................................................................8
Segment by education................................................................................................................9
Segment by income groups......................................................................................................11
Segment by ethnicity................................................................................................................14
Conclusion................................................................................................................................16
References................................................................................................................................17

Marketing Communication 2
Introduction
Marketing communication reflect the interaction among the company and consumers and the
perception in mind of consumers towards the company. A company is looking forward to
increase brand awareness or product awareness among the consumers in the market, which
reflect the sales figure and consumer perception or buying behaviour of the consumers
towards the product. The report will include considering target audience for the marketing
communication specific to the product. It is important to identify the target market and target
consumers so that the communication approach would be different based on the
segmentation. The customers targeted will be from Australia, however the report will include
demographic segmentation factors that will include six key elements that is family size, age
group, education, income groups, gender, and ethnicity (Adam & Kotler, 2014).
The six elements of the demographic factors will be discussed in detail considering
Australian statistics. The product that will be considered for this marketing approach is
fitness apparel that will be launched with one of the popular social application that is Netflix.

Marketing Communication 3
Segment by family
One of the elements of demographic segmentation is family size, and classification. Families
are in various sizes and shapes like gay couples, single mother, straight couples with children,
joint family, individualised joint family and nuclear family (Armstrong & Giardina, 2016).
This could be used tool in order to segment the target consumers as the type of product
depends the interest of the families. For instance large families may look for low cost
products. Considering the target audience of the Australia, the average household statistics
reflect the family size in average in the nation. Below graph reflect that with span from 1911
to 2016 the average person per house has been decreased from 4.5 to 2.8. Considering the
changing family size and compilation, the couple families along with child were decreased by
48 percent in 2016. Thus it can be said that the most of the families are nuclear where the
maximum family are of three members that is couples and dependent child living with them
(aifs.gov.au, 2019).
Figure 1: (Source: (aifs.gov.au, 2019)