Marketing Management Report: Marketing Mix & Segmentation Analysis

This report provides a detailed marketing analysis of the Australian Superfood Company, focusing on its segmentation, targeting, and positioning (STP) strategies. The report examines the company's segmentation across geographical, demographic, behavioral, and psychographic factors, identifying key target segments such as health-conscious consumers, young individuals, and families. The report then analyzes the company's positioning as a provider of healthy and reasonably priced food products. Furthermore, the report delves into the marketing mix, evaluating the company's product offerings, pricing strategies (penetration and competitive pricing), and distribution channels. The report highlights the company's emphasis on high-quality organic and wild food extracts, its competitive pricing, and its use of the company website for product promotion and sales, aiming to gain a competitive edge in the market. The analysis includes a positioning map illustrating the company's market position and a comparison with competitors like Berringa. The report concludes by emphasizing the importance of the marketing mix and STP in managing the company's position and competitiveness within the market. The report is a student assignment from Charles Darwin University, focusing on the marketing plan, and includes an executive summary, table of contents, and references.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Executive Summary
The report has thrown light on identifying the marketing mix and the segmentation, targeting
along with positioning of the company and the products which are sold by them in a positive
manner. With the help of positioning map, the company has been able to position themselves
as the company which provides nutritious products at a competitive pricing which is
generally low and they have been able to gain a competitive position in the market as well.

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Table of Contents
Introduction................................................................................................................................3
Development of Segmentation, Targeting, Positioning and Differentiation Analysis...............3
Analysis of Marketing Mix of Australian Superfood Company................................................7
Conclusion................................................................................................................................12

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Introduction
The report throws light on identifying and understanding the importance of
segmentation, targeting along with positioning of the company in a positive manner.
Furthermore, the marketing mix of the company is required to be done as it is helpful in
understanding the new development related to product along with it helps in becoming the
guide for the business in a positive manner.
Through the marketing mix, there can be different kinds of analysis related to the
various competitors present in the market as it will be enhancing their scope to differentiate
themselves from the other competitors which are present in the market. The main aim and
purpose of the report is to understand the significance of the marketing mix along with
segmentation, positioning along with targeting of the products which will be beneficial in
managing their position in the market and gain competitiveness in the market as well.
Development of Segmentation, Targeting, Positioning and Differentiation Analysis
In the context of marketing, STP stands for Segmentation, Targeting, Positioning and
Differentiation related to products. In case of Australian Superfood Company, it can be
identified that segmentation, targeting along with positioning is done in an appropriate basis
which will be providing the criteria to understand the focus on the different criteria which
should be helpful in analysing their position in the competitive business environment
(Austsuperfoods.com.au 2019).
Segmentation

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In the respective aspect, the grouping of the different customers is done on certain
criteria which includes geographical, demographic, behavioral along with psychographic
aspects (Aghazadeh 2015).
Geographical
 The segmentation of different organic food items of Australian Superfood Company
is having long shelf life and there are no such specific issues related to storage with
the different products such as different plum extract packs as far as the climate is
concerned (Ahmed and Rafiq 2013)
Demographic
 The different consumers who are segmented based on the ages such as kids, old
people along with the working people as they are health conscious and they prefer the
healthy yet tasty food items (Atwal and Williams 2017)
 The different customers are segmented in the two groups such as affluent along with
middle class income group individuals which will be helping them in improving their
diet and it will take care after their health
 The occupation related segmentation is done through job profiles of the different
working individuals and the different needs are met of the high fiber along with rich
nutritious food items (Atwal and Williams 2017)
Behavioral
 The major benefits of the different food items which are sold by the company includes
different health related benefits along with fast preparation of the same which can be
stored easily and it can be consumed by the individuals whenever they feel like

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 The different customers are searching for the different kinds of alternatives as the
company provides the different individuals with proper and nutritious food items
which will be reasonable in pricing and it will be beneficial for the health (Balderjahn
2016)
Psychographic
 The different individuals who are the customers of the respective company are
independent and they are the high self-worth individuals (Balderjahn 2016)
 The lifestyle of the individuals will be the ones who prefer to consume most healthy
food items along with organic food items which will be synonymous for breakfast that
can be beneficial for their health
 The different individuals will be the ones who have high social index along with
aspirations
Targeting
After the proper segmentation has been done for the products, the targeting is required
to be done in an accurate manner. In case of the Australian Superfood Company, it can be
identified that the main target segments would be the kids, young generation individuals
along with old people as the food items which are sold are the organic ones as they are the
extracts from the different fruits and wild food which are being sold by them (Balderjahn
2016).
Furthermore, in comparison to the differentiated, undifferentiated along with
concentrated strategy, the company can select the differentiated strategy as it is inclusive of
the different kinds of food items which are organic and extracted from the wild items in
Australian economy (Camilleri 2018). Through the production and manufacturing of such

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food products, the company can be targeting the young generation and the growing kids as it
will be essential for them in their growth factors (Hassan and Craft 2012).
Positioning
When the target market along with segmentation has been analyzed and identified,
proper positioning is required to be done by the company as it will be helpful for the
company in positioning themselves in the company and become more attractive in providing
the customers with different kinds of products which are desired by them. In case of
Australian Superfood Company, they will be positioning themselves as the healthy along
with reasonable priced food items which will be appropriate for the different groups of people
(Foxall 2014). The Superfood Company of Australia will be one of the most healthy and tasty
food items which will prove to be beneficial for the health of the customers and it is the main
motive of the company in a proper manner as well (Christopher, Payne and Ballantyne 2018).
Due to the same, it will be helpful in swaying the different customers from the other regular
brands to the respective food brand and there are no such competitors present in the market as
well.
Positioning Map

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Figure 1: Positioning Map of Australian Superfood Company
(Source: Created by Author)
With the help of the positioning map, it can be identified that the company has
positioned themselves in the high nutrition and reasonable price sector that has been
beneficial for them in attracting a large group of customers in the market and improve their
competitive position in the market appropriately as well. On the other hand, the Berringa
Company is the other competitor of the company, however the respective competitor is not
providing nutritious food and is affecting their brand image negatively as well (Foxall 2014).
From the entire segmentation, targeting along with positioning analysis, it can be
identified that due to segmentation, the company will be able to improve their brand image
and the customers will be engaging themselves towards purchasing the respective products as
it will be beneficial for the success of the product and it can be helpful in managing the
overall efficiency of the company in a positive manner.

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Analysis of Marketing Mix of Australian Superfood Company
The marketing mix is one of the most essential elements which is considered to be the
significant tool for the creation of right marketing related strategy along with implementation
through the effective kinds of tactics. The proper assessment of the roles of the product, price,
place along with promotion plays a vital role in the marketing approach that can be helpful in
managing the overall efficiency of the aspects in an effective manner (Kotler et al. 2014). The
main focus of the marketing mix is to effectively communicate with the respective target
market as it will be beneficial in improving the overall efficiency of the organization
appropriately.
Product- In case of the product category, it can be identified and analyzed that the
major products which are sold by the company Australian Superfood includes native fruit
extracts, native herb extracts along with raw bars, superfood fruits as well as native herbs and
spices which will be beneficial for the company in attracting different group of customers in
the market in a positive manner (Kotler et al. 2014).
The most integral part of the Australian Superfood Company is the high quality
organic and wild food extracts and the major attributes of the products include that the
company follows the lifestyle of the individuals in Australian market and the food products
are eco-friendly and safe which helps them in managing the overall effectiveness of the
company and the products which are sold by them. In the current scenario, it has been noticed
that the different individuals in the market are becoming health conscious and they prefer to
eat and consumer healthy yet tasty food items that will be making them hunger free (Kotler et
al. 2018).
For instance- Ancient Rainforest Berry is one such items which can be consumed by
the different working individuals as it is the raw bar for midafternoon pick me up and it can

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be carried by the different customers with them as it will be helpful for them to improve their
appetite in check and the company will gaining strong customer base as well (Kotler et al.
2018).
Price- The different raw food extracts along with the other food items which are sold
by the company Australian Superfood, it can be seen that the pricing strategy is effective and
low and it can be afforded by the different groups of individuals present in the market. The
company uses the penetration pricing related strategy which helps the company in offering
the different new products to the customers in the market at a low price in comparison to the
other competitors present in the market and it helps the company in gaining competitiveness
(Kotler et al. 2018).
In such scenario, the pricing aspect plays a major role in putting Australian Superfood
Company ahead against the different competitors present in the market. Berringa is one such
companies which is trying to cope up with the competitive approach in the organization,
however, from the introduction of Australian Superfood Company, it can be seen that the
company is educating the different individuals relating to the benefits of utilizing the product
and are utilizing comparison to price as the effective strategy of pricing (Leonidou et al.
2013).
In order to attract more customers away from the competitors such as Berringa, it can
be identified that the other aspect which can be seen that the company uses the competitive
pricing approach for selling such products which is based on what the competition is
charging in the respective market (Leonidou et al. 2013). Moreover, the main aspect of the
Australian Superfood Company is that the company uses the organic and wild food concepts
for introducing the different food items in the market that will be essential for the overall
success of the company. In addition, the different ingredients are natural and organic and the

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costs related to products are less in nature. Due to the same, the prices will be lesser in nature
and it will be able to help the different groups of people to buy and consume such products in
the market and become more competitive in the approach related to pricing (Martín-de Castro
2015).
Place- Australian Superfood Company is one of the most fastest growing organic
food companies which helps the company in improving their brand image and gain more
competitiveness. The manufacturing unit of the company Australian Superfood is based in
Australia and there are different kinds of herbs and spices that can be made available from the
rainforests and they are organic that helps the company to improve their effectiveness in the
market.
The company website is the most effective and appropriate technique which is used as
the place by Australian Superfood Company to sell and showcase their products and the
people from different parts of the country can order from the site at standard shipping rate. In
addition, through the inclusion of the company’s official website, the customers can be
gaining the different knowledge related to the different new products which are being sold by
them along with introduced by them as it will be beneficial in improving the overall success
of the company in the market and it will be helpful for them in managing their profitability in
the market in a positive manner (Miquel-Romero, Caplliure-Giner and Adame-Sánchez
2014).
Moreover, the e-commerce websites are the other aspects which can be incorporated
by the company Australian Superfood that can be introduced by the company to attract more
customers. Through the e-commerce websites, the company can sell the different products
through offering discounts and the loyalty schemes can be introduced which will help the

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customers to purchase and refer the same to their friends and families to promote the brand
effectively (Miquel-Romero, Caplliure-Giner and Adame-Sánchez 2014).
The main aspect of the official website and the e-commerce approach of the company
is that the company is being able to beat the other competitors that are present and they can
be able to gain a strong and competitive position in the market appropriately.
Promotion- It is the other aspect of the marketing mix which should be analyzed in an
effective manner as it helps in attracting a large group of customers in the market in an
efficient and accurate manner. In case of Australian Superfood, it can be identified that the
company can be providing free samples of the products through the website of the company
as it will be helpful for them in attracting the customers and the promotion can be done
(Mullins et al. 2013). The official website of the company offers the different kinds of
products such as extracts which are from the different plants or rainforests and it is attractive
for the different individuals from various age groups (Miquel-Romero, Caplliure-Giner and
Adame-Sánchez 2014).
In addition, from the different statistics, it can be noticed that the different individuals
in the Australian economy are health conscious and they are preferring the different kinds of
items which are healthy, it will be fulfilling the needs of their stomach along with tasty that
will be enhancing their aspects along with improving the overall brand image of the company
in a positive manner as well (Muhamad et al. 2012). The proper distribution of the samples
can be helpful for the company to improve their competitiveness and compete with Berringa
that sells the organic foods which are costly.
Through the different Facebook and other social media websites, it can be identified
that the company has increased the amount of revenue to a large extent which helped them in
becoming the most appropriate and reasonable priced stores in Australian economy as well.