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Essay on Marketing for Baby Formula Aptamil

   

Added on  2020-04-15

11 Pages2039 Words194 Views
Running head: MARKETING Marketing Student Name:Student Number:Assignment: Major AssignmentTeacher:Word count:

MARKETING Table of ContentsIntroduction......................................................................................................................................2Environment Analysis:....................................................................................................................2Microenvironment.......................................................................................................................2Macro environment......................................................................................................................3Identification of a Target Market.....................................................................................................4Description of Target Market......................................................................................................5Positioning.......................................................................................................................................6Conclusion.......................................................................................................................................8Reference.........................................................................................................................................91

MARKETING IntroductionThe purpose of the essay is to analyze the market for Baby Formula Aptamil in theAustralian market. The market is analyzed using the marketing environment in which the productis manufactured and marketed. Further, the target market and the potential customers of theproduct are analyzed using a well-designed pricing strategy. Aptamil Profutura is a well-designed alternative for breast milk by some of the bestnutrition experts. It has been designed for the baby toddlers that could give the same amount ofnutrition required as the breast milk. The experts of the company are dedicated in manufacturingmilk for the infant toddlers with an experience of 30 years (Aptamil Profutura 2, 2017). Aptamil Profutura is offering a new type of product for the infant toddlers named byAptamil Profutura. It has been designed by the best experts of the brand and is one of theirpremium products. It is the most advanced formula designed by featuring a unique blend ofingredients (Aptamil Profutura 2, 2017). Environment Analysis:Microenvironment Competitors Competitors play a major role while planning and analyzing the market for a product.Brands for dairy products are growing in the FMCG companies in Australia. Aptamil Profuturafaces competitions in Australia from companies like Bellamy’s Australia Limited, A2 Milk andothers. The company offers similar products like Aptamil Profutura. In such a competitive2

MARKETING situation, it is necessary that the company maintain a unique marketing strategy for itself in orderto capture the market (Aptamil Profutura 2, 2017). Customers Aptamil Profutura manufactures it products to serve different kind of customers such asmothers having infant baby, for gifting purpose and for the internal customer base. Thecustomers also include some business customers that purchase for sale in their stores. Thebusiness customers are like supermarkets, grocery stores that take the milk product from thecompany. Thus, the customer base are spread for the company such as household, for giftpurpose, by doctors and business person. Macro environmentEconomicEconomic factor is crucial for the company to get a picture of the economic region theyoperate. It helps them to decide the level of profit that they expect from the region and theinvestment they will put on it. There are various economic factors that a company faces and thataffect the buying behavior of the consumers. For the milk product that Aptamil Profutura isoffering, it is important to know the living standard and style of the people, the growth ofAustralia over the years (Gupta, 2013). The Australian economy is a well-developed economy in which the people maintain amodern and advanced lifestyle. The average earning of the people in Australia has been$1556.30 in the year 2015, which was an increase of 2.1 percent compared to previous years(Tradingeconomics, 2017). The GDP of the country according to Bureau of statistics, in the year2017 has grown by the rate 1.8 percent compared to previous years. The economy also3

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