Comprehensive Marketing Report: Biozet's Australian Market Strategy

This report provides a comprehensive analysis of Biozet Attack's marketing strategies in the Australian market. It begins with an introduction to marketing management and its application to Biozet, a Japanese company seeking to expand its market share in Australia. The report examines Biozet's market situation, including its product innovation from powder to liquid and its initial challenges in Australia. It then delves into the company's position, the competitive landscape, and the various market segments available in the laundry care category. The report outlines Biozet's objectives, which focus on reducing washing time and improving customer satisfaction. It also discusses the selection of target segments, the marketing activities employed, and provides recommendations for future strategies. The analysis highlights the importance of effective marketing planning, research, and communication in achieving market success, emphasizing the need for Biozet to adapt its approach to the Australian consumer's preferences and the competitive pressures from established brands. The report concludes by emphasizing the need for continuous innovation and adaptation in the marketing activities to achieve the desired outcomes in the laundry care market.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Market Situation of a company..............................................................................................1
Position of a company in Australia........................................................................................2
Various segments available to laundry care category............................................................2
Objectives which further support Biozet for target audience.................................................3
Selection of segment...............................................................................................................4
Recommendation related with marketing activities...............................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing management is a major thing which used to done by a company properly so
that better and definite results could be accomplish. Marketing is a process of exchange of goods
and services by providing some consideration for that (Kotler, 2015). Such operations need to be
managed by a managers of a company in better and definite manner so that product could be
deliver to target customers properly. This project is based on Biozet which is a Japanese whom
innovate their product of Biozet Attack properly in Australia once the market share lead to get
decline. A case study lead to provided which completely reflected on Biozet and need to
understand properly for managing marketing activities of a business and its concentrate
operations. When business again innovate their product it used to enhance market share of Biozet
thrice. It will enable to understand about the market situation of a brand at new area with
appropriate suggestion to choose the market segmentation properly.
TASK
Market Situation of a company
Biozet is a company whom manufacture power and product which enable and support to
wash clothes in easy manner as well as maintain the existing smoothness of clothes (Sheth and
Sisodia, 2015). They have produce good quality standard products which facilitate and support in
reduce time consumption of washing clothes. They have innovate many times and thus as a result
produce and shift products from power to liquid. This shifting in power from liquid facilitate an
option to derive better and supportive outcome which reduce and halve the time of washing.
In this stream, business already performing well in Japan but now they want to expand
themselves in Australia as well. This growth option suppose or target just because Australian
wash their entire week clothes on one day of a month. This process take their huge time which
normally take more than 8 hours to 9 hours in a day. Thus, business determine that if they
provide high standard washing product to the market area then chances of enhancement of
market share become possible in tenure. By determine this section, they launch their product
during the year 2014 named as Biozet Attack. In this stream line business used and start focusing
on their existing products and services with appropriate innovation and shift it from powder to
liquid. Thus, business face a heavy downfall in their market share as well as their product not
perform well in the market area as per hope (Martín-de Castro, 2015).
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Position of a company in Australia
Biozet Attack had only best performance and working in Japan only not to other parts of
the world. And this section not transmitted their working to Australia and other global places and
thus downfall could be estimated in the market share of a company while launching Biozet
Attack. It would not work properly as business optimise and determine every possible
consideration as well as already adopt the better marketing approaches like advertisement etc.
But each and every individual just want to remove strain from clothes which get done by each
and every single product at market area (Shaw, 2016). A major reason behind such consideration
was belong to already established companies like OMO whom see the growth at globalised level.
Thus, such consents evaluated as major drawbacks regarding company lack of growth and
development.
Some more reasons define that business not adopted effective and appropriate brand
management strategies which facilitate and restrict them to grow. Along with this marketing
communication process also create and define of lack of efficiency which was not communicated
about essentials properly. Although, there was not so much difference among the Biozert Attack
and other similar products where they provide powder and company used to sale out liquid
(Vargo, Wieland and Akaka, 2015).
Various segments available to laundry care category
Laundry define as one of a most unexcited work during a week which used to perform by
an individual. Produces and brand proprietors in the clothing care part are progressively
attempting to take piece of the overall industry from each other in an offer to develop their
business. Many times innovation in this streamline get neglected and low in tenure as well and
thus such shift used to take place only with powder to liquid. Biozet Attack used to identify the
market area properly in Australia to whom they used to target properly (Järvinen and Taiminen,
2016).
Australian only wash at the end of the week and rest they enjoy whole week. This lead to
spoil their weekends just because whole week clothes used to take more than 8 hours to wash
entire family clothes. Thus, major target for a business were adopters whom only used to try each
and every new product of market. But these individuals not lead to become loyal for a company
for more period of time. Such brand used to accept only by urban dwelling people SINKS,
DINKS and Young Families. They are the one who always used to try some latest consideration
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of market area but such individuals are not always loyal for a company (Aghazadeh, 2015).
Thus, business need to be more focus on new and more appropriate innovation which define as a
major reason when company stop selling Biozet Attack and start focusing on a new innovation
which facilitate an option to derive better things.
Thus, they also provoke their value proposition and craft some targets like reducing
washing hours so that families suppose to enjoy weekends as well as reduce in high billing which
only arrive for using machines for more than 8 hours in a day and four times in a week (Baker,
2016).
Objectives which further support Biozet for target audience
Biozet determine that their products and services heavily face a downstream in their
innovation and delivery of products. For this relation, they evaluated that in Australia clients
only want to remove strains from the clothes but nothing else. For this consideration,
management start focus on a thing and modify product with liquid rather than powder. But this
aspect not become so much successful in tenure (Kowalkowski and et. al., 2015). Thus, Biozet
frame three major objectives on which they have to focus mainly while again relaunch a new
product at market area:
 Reduce eight loads a week
 Washing a day
 A quick wash epiphany
Biozet clearly used to frame out their work on these three sections and launch a Double Enzyme
Bio Technology as substantiation with a guarantee of quick wash. Now the company rename
their product from Biozet Attack liquid to Biozet Attack Rapid which enable and saves the time
for wash and provide a better sense of relief. These objectives gain the maximum consideration
from market area and thus which support business to grow and diversified their number of
operations as well (Järvinen and Karjaluoto, 2015).
Utilizing a Double Enzyme Bio Technology as substantiation, business could determine
about indistinguishable outcomes on quick and easy wash from on the regular cycle and in less
time consideration as well. This technology saves more and more hours of their clients while
washing clothes as well as provide a sense of feeling of security where heavy bill load tend to
decline as well. Thus, this will enable our customers to take back their Sunday afternoon again
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which they could spend with their family properly and better associated outcome could be drawn
as well.
Team was so confident about product that they have a trust and compete faith as well to
remove Biozet Attack Liquid and launch Biozet Attack Rapid at market world which could again
provide them their market share (Kotler, 2015). This time, company become more secure and
focused on TV advertisement, campaign, public relation, social media etc. In this aspect,
business start focusing on groundbreaking awareness of their existing products and services
which could become possible through aggressive media managing technique. All these aspects
enable business to grow again and then bring out a revolutionary innovation in streamline of
laundry field where chances of new growth determination relatively low in tenure.
Selection of segment
There are diverse range of sections could be underpin by business Biozet Attack rapid.
Thus, a major question arise in front of them was to segmentation of their marketing area (Sheth
and Sisodia, 2015). Marketing management team need to manage the consideration of area
properly and evaluate a major field where they could target and expand their operation as well.
The options which estimated by managers of Biozet Attack Rapid are define as follow:
 Geographic
 Demographic
 Psycographic
 Behavioural
The major area where Biozet Attack Rapid target were families as they are the one whom
bills tend to rise high in tenure as well as at the end of the week every family want to spend a
holiday with each and every individual. This selection of segmentation define a huge study on
market area of Australia where business went to expand their number of operations. Biozet
Attack Rapid become one of a major brand by the Biozet Attack which enable and support
business to gain again the market share with appropriate increment from 1.3% to 4.8%. although,
why not this lead to take place as management focus on more productive innovation where they
innovate such machine which saves time, money and remove strain as well (Martín-de Castro,
2015).
Halving of washing time enhance the market share of a company tripled as market share
become rise at 4.8%. This define that business objectives response more than the actual and
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desirable outcome as it rises with triple centre consideration. The two major competitors of a
company re OMO and Cold Powder whom shares used to get stolen properly by management
with enhancing of one step ahead. This represent growth by growth year of 400%. this define
that Biozet Attack found a new way to do the laundry things properly as well as provide a new
era to Australian to wash their clothes and spend time which further enable them to spend time
with families (Shaw, 2016).
Recommendation related with marketing activities
Marketing is not define as simple activity to carried down the operations properly via
advertising, newspaper etc. But it suppose to get done properly by making the customers aware
about product and services. It also suppose to provide better result where they offer more
creative products over the competitors which need to understand by managers of a company and
made it aware to target audience. Variation of marketing activities are more in nature as well as it
covers all most each and ever source of medium. Thus, Biozet required to understand the various
kinds of marketing activities properly and then implement such techniques properly which
facilitate them to deal out with changes properly (Vargo, Wieland and Akaka, 2015). Following
are the some major recommendation associated with Biozet marketing activities which have to
understand by managers of a company so that globalisation of products used to get done: Planning: One of a major market related activity is to create and set plan which further
enable an organisation to reach their target properly. A plan dates and schedule enable
and provide support to each and define things properly so that better and supportive
outcome lead to be facilitate. Biozet is one of a famous laundry working company in the
Japan whom want to expand market share and business in Australia as well. Thus, the
results could become profitable in tenure when association lead to replace their existing
product with new one properly and implement effective market survey as well (Järvinen
and Taiminen, 2016). Research: Another aspect is related with research where management have to determine
and evaluate the nature of market world. This need to get done for satisfying and fulfil
the needs and demands of customers as well as to evaluate major opportunities and
threats at market area. Biozet Attack execute a better and appropriate market research
where they determine the major companies and rivalries of their own. This factor
contribute to business in order to grow and diversified their operations as well properly.
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Although, it also enable them to satisfy their number of customers with evaluation of new
laundry product. Although, powder and liquid is not a big criteria to achieve but later
management launch a rapid which used to save time, bill as well as reflect to provide a
Sunday to all their families as well (Aghazadeh, 2015). Customer offerings: Another market activity is to facilitate and working towards
customer offerings. Customer research is a major task where business have to modify and
innovate their product and services properly which used to enable in satisfy the
customers. Thus, offerings need and required to be more innovative and appropriate in
tenure so that better and supportive outcome could be drawn. Customers offerings of
Biozet Attack liquid leads to get modify it to Biozet Attack Rapid which used to offer to
target market properly. This enables and support business organisation to grow as well as
used to develop and determine more innovation in the stream line of Biozet Attacks.
 Relationship: Marketing activities need to be appropriate and effective in nature where
customers group have to frame out better relationship among each other. This is really
important to maintain an d facilitate appropriate and effective PR so that better and
desirable results could be accomplish (Baker, 2016). Biozet need to maintain and frame
effective relationship with customers of a company as they could provide them loyalty
cards as well. This will assist them to derive and define better and supportive outcome for
long period of time.
CONCLUSION
It get concluded from the project that marketing activities need to get manage properly.
Such activities have to underpin by managers of a company in better and supportive frame so
that overall growth and development lead to take place properly. Firstly management have to
understand about company current position at competitive market world and then identify the
relevant opportunities over there. With such aspect, there is a need to understand and evaluate
about the segmentation process properly which support in define the targets effectively. Out of
such segments, one of the appropriate needs to get selected and then better and effective
marketing management activities have to done by manager properly.
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REFERENCES
Books and Journals
Aghazadeh, H., 2015. Strategic marketing management: Achieving superior business
performance through intelligent marketing strategy. Procedia-Social and Behavioral
Sciences. 207. pp.125-134.
Baker, M. J., 2016. What is marketing?. In The Marketing Book. pp. 25-42. Routledge.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management. 50. pp.117-127.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content
marketing. Industrial Marketing Management. 54. pp.164-175.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Kowalkowski, C. and et. al., 2015. What service transition? Rethinking established assumptions
about manufacturers' service-led growth strategies. Industrial Marketing Management.
45. pp.59-69.
Martín-de Castro, G., 2015. Knowledge management and innovation in knowledge-based and
high-tech industrial markets: The role of openness and absorptive capacity. Industrial
Marketing Management. 47. pp.143-146.
Shaw, S., 2016. Airline marketing and management. Routledge.
Sheth, J. N. and Sisodia, R. S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Vargo, S. L., Wieland, H. and Akaka, M. A., 2015. Innovation through institutionalization: A
service ecosystems perspective. Industrial Marketing Management. 44. pp.63-72.
Online
Marketing Activities List. 2018. [Online]. Available through
:<https://yourbusiness.azcentral.com/marketing-activities-list-3277.html>.
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