Naturally Cheeky: Evaluating B2B and B2C Markets for Strategic Growth

This report analyzes the B2B and B2C market niches for Naturally Cheeky, a company selling shrubs, drinks, and foods. It explores customer behavior, including perception, motivation, and decision-making processes, within both business-to-business (B2B) and business-to-consumer (B2C) contexts. The B2B section focuses on distributors, fitness businesses, and healthcare businesses, examining their purchasing motivations and decision-making processes. The B2C section examines individual customer behavior, online and offline market segmentation, and factors influencing purchasing decisions. Marketing mix recommendations are provided, encompassing social marketing, advertising, marketing campaigns, and public relations. The report aims to provide strategic insights for Naturally Cheeky to optimize its marketing efforts and achieve growth within its target markets, offering a comprehensive overview of customer behavior and market dynamics.

Running head: Clients and Markets 1
CLIENTS AND MARKETS
Student Name
Institution

Clients and Markets 2
Introduction
Client and market are two most important business segments that form part of business
operation. Customer behavior and market characteristic determine the marketing strategy that
business uses to market its products. Some of the dimensions of determining customer and
market behavior include perception, motivation, attitude, personality, social influence and buyer
decision-making process. Business to a business niche is one area that the business focus to
market its products. Business to consumer market niche is another marketing segment that is
important for marketing for Naturally Cheeky. Naturally Cheeky is a company that sells various
products that include shrubs, drinks, and foods that can be mixed with other drinks. The
company is connected to other business that also sells its products to the customer. Naturally
Cheeky has customers that include businesses and individual customers that purchase products
from the company. The main aim of this paper is to explore the B2B and B2C market niche that
Naturally Cheeky can focus on.
Business to business behavior (B2B)
Business to business relationship describes the relationship between Naturally Cheeky
business and other businesses such as fitness, and distributors. Business behavior can be
described based on their preference and these have been used by the business that influences
their ability to purchase products and sell to their customer. Firstly, customers prefer purchasing
products at their comfort and this includes the stores. Secondly, businesses prefer to purchase
products based on the benefits attributed to those products. For instance, some customers buy
food due to the therapeutic nature of this food or drink based on the fitness idea behind these

Clients and Markets 3
products. Thirdly, the customer dimensions can also be described based on some other traits such
as beauty and health (Zeithaml, Bitner & Gremler, 2013). Last groups of business are those
distributors that sell or distribute products of Naturally Cheeky.
Overview of business to business market niche
The business targets other business that includes distributors, and fitness businesses.
Firstly, distributors are one target for the business to a business segment that the marketing needs
to focus. The marketing department for the company has been targeting distributors that can help
the business reach other geographical locations (Spring 2013). Secondly, there are other
businesses that will also form a market for the business. Some of these businesses include
healthcare business since they will sell various products that aim for better health. Moreover, the
business sells products that have a therapeutic aspect in them. One such product is Everlasting
Health that is sold for better health nourishment. Thirdly, another area the business also will
focus on the fitness business where several businesses will sell products such as Sunset Yoga.
The business to business market niche for the business majorly focuses on other businesses that
are also customers of the company. A clear understanding of the business offers more
information on the market behavior for a good marketing strategy (Littlejohn 2009).
Buyer decision making processes and models
The buyer's decision-making process consists of the model of the problem, information
search, evaluation of alternatives, purchase and satisfaction feedback. Buyers for various
products sold within the Naturally Cheeky has various decision-making process based on some
factors. Many buyers have cited the decision to purchase products is based on their need that is

Clients and Markets 4
satisfied and the benefit of the products (Blythe 2009). Most of the business such as fitness and
gyms based their purchase decision on the need for therapeutic products that the business readily
sells. Other businesses such as distributors are also connected to the business based on the
profitability of the relationship and the expected products quality. These businesses search for
information on products and hence explores the products that are sold by Naturally Cheeky
(Naturally Cheeky 2018). This is followed by evaluation of these business alternatives enabling
the business to select the best alternative. Customers, therefore, purchase products before
expressing their level of satisfaction.
Customer motivation
Businesses are motivated to purchase products due to their usefulness and profitability to
those businesses. The desire to enjoy the benefits of products has been a driving force that makes
businesses to purchase products from Naturally Cheeky. Many quality satisfaction comments
from previous customers of Naturally Cheeky are one motivation that makes many business
purchase products from the business. For instance, Wicked NRG which is one of the business
transacting with Naturally Cheeky expresses its motivation to used products due to a nutrient
composition that contains vitamins necessary for health. Most businesses are also motivated to
buy products due to the quality of products that they believe is high and also evidence in taste
(Naturally Cheeky 2018).
Perception and the attention gate
The perception of businesses about products is based on their awareness of products.
Nearly ten businesses within the value chain of Naturally Cheeky business are aware of company

Clients and Markets 5
products. Many businesses are aware of products and other businesses also include distributors
that are also part of the business value chain (Dagmar 2015). Moreover, distributors are not fully
aware of products as evidence by Naturally Cheeky calling for distributor businesses that can
distribute products of the company to other customers. This implies that there is still need for the
business to reach more distributors that are major businesses and customers to the company.
Another area of the business perception that makes the business gain attention conscience of the
product as many companies and businesses related to Naturally Cheeky are conscience of
products and their benefits (Culotta & Cutler 2016).
Customer knowledge and learning
Customer knowledge for business is another aspect of the target market that basically
depends on the ability of the company to connect customer information with a business that
enables good marketing. Many of these businesses have knowledge of company products
enabling them to purchase products. Learning business information forms part of the customer
marketing tool that is important for designing marketing strategies (Shimizu 2014, pp. 63-102).
Group and social influences
Businesses that are customers to Naturally Cheeky have low social influence as most of
these businesses operate on their own. Most of these businesses have their social network where
they have social influence for their customers. The social influence that is deduced from the
business is connected to the Naturally Cheeky product through the company’s social media page.
The Naturally Cheeky has social media where it has been using to reach various businesses that
are connected or our customers to the business. The group influence is also minimal since most

Clients and Markets 6
business operates independently except distributors that show aggregation with possible
influence. For instance, the Naturally Cheeky has been trying to increase distributor business or
individuals in other states with Australia (Naturally Cheeky 2018).
Personality, self-concept & emotion
The personality and self-emotion of other business that forms core customer line of
Naturally Cheeky can be described in terms of brand. Firstly, some of the business personality is
based on the products that the business sells within the market. For instance, some businesses are
food retailers and enjoy products from Naturally Cheeky with an example of Kings WholeFood
Artisan. Secondly, some other businesses also deal in fitness services and are linked to Naturally
Cheeky through its shrubs that aim for fitness therapy. This business sells Naturally Cheeky
products to their customers hence are also customers of the business, an example of business is
Hd Fitness (Naturally Cheeky 2017).
Customer Attitudes
Many businesses have developed a positive attitude towards Naturally Cheeky as evidenced by
many fitness and therapeutic businesses that are partners to Naturally Cheeky. For instance,
Kristy Hollis of Everlasting Health expresses her beliefs on the health components of various
products that are sold within the Naturally Cheeky. Being a manager of another business, Kristy
Hollis shows that she is also part of the business customer or partnership within the values chain
(Mpinganjira 2016, pp 447-456). In addition, another business such as Aussie Pooch, HD
Fitness, Kings WholeFood Artisan among other businesses has also expressed their satisfaction
with the products of Naturally Cheeky.

Clients and Markets 7
Marketing mix recommendations
In light of the discussion on market characterizes, the marketing mix is recommended for
the business to market its products. The primary marketing mix strategy will be sued in products
marketing for the products for Naturally Cheeky. Marketing mix consists of social marketing,
advertisement, marketing campaigns and public relations. Firstly, social marketing strategy aims
to reach many businesses that are currently part of the value chain (Dominici 2009). Secondly,
the advertisement will involve various broadcasts advertisement that includes both printed and
online advertisements. Thirdly, marketing campaigns is also another strategy that takes into
consideration open market campaigns to reach other businesses. Lastly, public relations define
the relationship between Naturally Cheeky and other businesses. For instance, the public
relations enable distributors to connect to the business (Biocca 2013).
B2C target niche market
Overview of Business to Consumer target
Natural Cheeky relationship with consumers is an important behavior that can be used for
marketing. The clients of the company can be best described in terms of products they purchase
for the company. Customers of the business include people that independently purchase a
product from the company. The business to client orientation is based on the products that the
business offers to customers. Customers for the business are major customers that buy drinks
from the company. Customers are based on online platforms and offline stores and purchase
products. Naturally, Cheeky market segmentation can be divided into the online and offline
market. Firstly, the online customers are those people that connect s with the company through

Clients and Markets 8
its online marketing platforms such as social media and website (Naturally Cheeky 2018a). The
target for the market for the company can be divided into two and these include online and
offline. The online market is based on the current market segment that is mainly based on
numerous online users. The Naturally Cheeky marketing has been focusing to market its
products on the online market specifically social media as these platforms have numerous
customers. Some common online platforms include the company’s website, social media and
some social network platform that is mobile application based (Jansen, Moore & Carmen 2013,
pp 286–302).
Buyer decision making processes and models
The decision-making process of buyers for Naturally Cheeky products is influenced by a
number of factors. The problem that shrubs treat in buyers is one key determinant of the decision
for the customer to purchase products. For instance, some customer has fitness challenge and
requires products that can reduce their weight thus express their interest in the shrub. The second
level or factor that determines the decision making the process for buyers is information search
as most customers admit purchasing based on their information they have on a particular product
sold by the company (Kotler 2012, p. 25). The third level is the evaluation of various products
alternatives sold by the business or other businesses before buying the product. After evaluation
customers then make the decision to purchase these products. The customer decision making
process model ends with the expression of the customer on their level of satisfaction about
shrubs that are often based on website comment area or social media comments section (Solis
2011, pp. 201–202).

Clients and Markets 9
Customer motivation
There are many different factors that motivate the customer to purchase various products
sold by Naturally Cheeky. Product quality and benefits have been one of the motivation factors
that drive customers to purchase products from the company. The expectation such as high level
of satisfaction as also shown by past customer has been driving force that influences other
customers to purchase products. For instance, some customers have expressed their motivation
into purchasing product through their friends that express their satisfaction on shrubs. Past
experience with the product is also another motivation that is connected to the emotional
relationship between customers and products. Healthy feeling that results from using shrubs is
driving many customers to continuously used this product (Harper 2015).
Perception and the attention gate
The perception of customers that purchase good can be described based on their
awareness of the products, impression, and conscience of the Naturally Cheeky products.
Customers awareness of the products is still low as only a few customers that have been reached
by the current marketing strategies of the company are aware of the products. Most customers
that are currently conscious of the products are connected to the company through its social
media and online pages. The impression of clients towards the company’ products are positive as
a customer that have purchased products has expressed their satisfaction pointing to the potential
high performance of the company within the market. The attention of these huge number of
customers has based the company's ability to reach these customers where they are (Bhasin
2017).

Clients and Markets 10
Customer knowledge and learning
Currently, a good proportion of customers are aware of products and the customer
knowledge need to be increased. One of the areas that have attributed to customer knowledge of
the products has been online and social media platforms (Naturally Cheeky 2018a). Customer’s
knowledge about the product is important for the business since the knowledge enable marketing
of products to more customer segments. Clients have been learning most of the products from
friends and other people expressing their satisfaction with these products. Customers learning
about the importance of various products that are sold within the company make the market for
products expand. In addition, the learning process for a customer about products increases the
attention that customers give to products (Blythe 2009).
Group and social influences
Most customers that are interested in the products of Naturally Cheeky are influenced by
social factors. The target market of the company is social groups that currently is a more
concentrated market since most people in Australia and globally are aggregated into social
groups. Some customers that have purchased the products of the company has been highly
influenced by groups and this evidence by feedback from social media platforms. This implies
that customers are currently influenced by social network and indicate that in future customers
will be connected hence a good marketing strategy should focus on social relationship marketing
strategies. In Australia, most customers are in social media platforms and this makes these
customers influence by friends and colleagues hence determining their individual capability to

Clients and Markets 11
purchase various products sold by Naturally Cheeky (Hoffman, Bateson, Elliot & Birch 2010,
pp. 226-274).
Personality, self-concept & emotion
Some of the identifiable customer personality is respectful, sociable and trustworthy
towards Naturally Cheeky. The behavior of customer especially those that purchase products
frequently have been respectful and this is also evidenced by the way they express their
satisfaction level of the product. These customers are sociable as evidenced by their utilization of
Naturally Cheeky social media pages. Customers are also trustworthy since the business believes
in the comments of the customer as true and show their position on products (Prem 2017).
Customers have been connecting to the business through social media to discuss their feeling on
the products sold or those products they have used. Moreover, customers have developed
personal emotional feeling with brands of the company and this has particularly work based on
ability to mix products with other products of customer’s choice (Jacobson 2013). For instance,
those customers that love soda can mix shrub with soda and likewise those customers with love
for vinegar.
Customer Attitudes
Customer attitude can be described based on customer beliefs about Naturally Cheeky,
feelings and behavioral toward the Naturally Cheeky product. A survey conducted by Naturally
Cheeky show that customers generally believe that most products sold by Naturally Cheeky are
good since they have tasted those products (Naturally Cheeky 2018a). Consumers believe that
most products sold by the company are healthy and produce healthy feeling after consumption.

Clients and Markets 12
Some when ahead and describe their refreshing feeling after taking various products such as
Shrubs. In addition, the customer has expressed their emotional connection with Shrubs after
taking cold with soda. The behaviors that customers that have used various products express is
also indicated by their concern particularly on the healthy feeling they experience after taking
shrubs. The behavior of customers towards the company products is also visible based on their
taste for some product mix as shown in their comments (Gaetano, Antonietta & Raimondo 2013,
pp 209-225).
Recommended marketing mix
The analysis of business to client relationship or behavior makes recommendations for
marketing mix important for Naturally Cheeky. Firstly, the company needs to focus on
marketing mix that includes advertisement, personal selling, social relationship marketing and
marketing campaigns. Advertisement consists of 4Ps of the marketing mix that will involve
using communicating product price to the customer (Rafiq 2016, pp 4). Products are also part of
Naturally Cheeky marketing advertisement as customers need to know the products available
within the company. Place marketing element enables the company to show the customers access
to products (Chaffey & Smith 2008). Promotion includes advertisement such as direct marketing,
public relations, and sale promotions. Secondly, as part of product promotion, the marketing mix
consists of direct marketing strategies that can also enable the company to reach customer
through personal selling. Thirdly, social relationship marketing is another marketing mix element
that takes into consideration various online marketing strategies. Used of social media as part of
marketing is on the rise with many businesses shifting to social media marketing. Marketing

Clients and Markets 13
campaigns is another area that the company should use to reach mass potential customers
(Chaffey & Ellis-Chadwick 2012).
Conclusion
In conclusion, the paper explores marketing behavior especially business to business
(B2B) and business to consumer (B2C) market niches. Customer behavior towards the Naturally
Cheeky company. The behavior of various customers includes products awareness and attitude
towards products. Some of the recommended marketing mix for B2C is social marketing,
advertisement, public relation, and marketing campaigns. The proposed marketing strategy
involves using social media to reach various customers of the business through social media
platforms. Some business that is also customers to the Naturally Cheeky include distributors,
independent companies such as Aussie Pooch, HD Fitness, Kings WholeFood Artisan among
other businesses. B2B marketing mix consists of marketing to businesses using marketing
campaigns and public relation events.

Clients and Markets 14
References
Bhasin, H. (December 22, 2017) Why customer perception is important? Marketing
management articles. Available at https://www.marketing91.com/customer-perception-
important/ [accessed on May 23, 2018]
Biocca, F. (2013) Television and Political Advertising: Volume I: Psychological Processes.
Routledge
Blythe, J. (2009) Key Concepts in Marketing. Los Angeles: SAGE Publications Ltd.
Chaffey, D. & Smith, P.R (2008) Emarketing Excellence, Planning and optimizing your digital
marketing (3rd ed.). Oxford: Butterworth-Heinemann.
Chaffey, D. & Ellis-Chadwick, F. (2012) Digital marketing: strategy, implementation, and
practice (5th ed.). Harlow: Pearson Education.
Culotta, A. & Cutler, J. (22 February 2016) Mining Brand Perceptions from Twitter Social
Networks. Marketing Science, vol.35, no.3, pp 343–362. doi:10.1287/mksc.2015.0968
Dominici, G (2009) From Marketing Mix to E-Marketing Mix: A Literature Review.
International Journal of Business and Management, vol. 8.
Dagmar, R. (28th January 2015) Understanding, and Managing Customer Perception, Available
at https://www.themanager.org/2015/01/customer-perception/ [accessed on May 23, 2018]

Clients and Markets 15
Gaetano, M., Antonietta, M. & Raimondo, S.F (August 2013) Customer Attitude and
Dispositions Towards Customized Products: The Interaction Between Customization Model and
Brand. Journal of Interactive Marketing, Vol. 27, Issue 3, pp 209-225.
https://doi.org/10.1016/j.intmar.2013.03.001
Harper, P. (April 2, 2015) Understanding Customer Behavior: Needs and Motivation, WP
Business Tips available at https://wpbusinesstips.com/2015/04/understanding-customer-
behavior-needs-and-motivation/ [accessed on May 23, 2018]
Hoffman, D., Bateson, J.E.G., Elliot, G. & Birch, S., (2010) Services Marketing: Concepts,
Strategies, and Cases, (Asia-Pacific ed.), Cengage, pp. 226-274.
Jacobson, L. (2013) Raising consumers: Children and the American mass market in the early
twentieth century, Columbia University Press.
Jansen, B.J., Moore, K. & Carmen, S. (2013) Evaluating the Performance of Demographic
Targeting Using Gender in Sponsored Search. Information Processing & Management, vol.49,
pp 286–302. doi:10.1016/j.ipm.2012.06.001
Kotler, P. (2012). Marketing Management. Pearson Education. p. 25.
Littlejohn, S.W., ed. (2009) Advertising Theories. Encyclopedia of Communication Theory, Vol.
1. SAGE. p. 19. Available at https://books.google.com/books?id=2veMwywplPUC [accessed on
May 23, 2018]
Mpinganjira, M. (11 Nov 2016) An investigation of customer attitude towards online stores, pp
447-456 https://doi.org/10.1080/20421338.2016.1222752

Clients and Markets 16
Naturally Cheeky (2018) Naturally Cheeky, ‘Get Cheeky’ available at
http://naturallycheeky.com.au/ [accessed on May 23, 2018]
Naturally Cheeky (2018a) From Our Cheeky Little Survey, available at
http://naturallycheeky.com.au/cheekytalk/testimonials/ [accessed on May 23, 2018]
Naturally Cheeky (2017) Become a distributor, available at
http://naturallycheeky.com.au/become-a-distributor/ [accessed on May 23, 2018]
Prem K .V. (Jun 12, 2017) 13 Customer Personality Types Every Business Has To Manage,
Available at https://www.getcloudcherry.com/blog/customer-personality-types-in-business/
[accessed on May 23, 2018]
Rafiq, M. (March 31, 2016) Using the 7Ps as a generic marketing mix: an exploratory survey of
UK and European marketing academics. Marketing Intelligence & Planning, vol.13, no.9, pp 4.
doi:10.1108/02634509510097793
Solis, B. (2011) Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate,
and Measure Success in the New Web, John Wiley & Sons, Inc. pp. 201–202.
Shimizu, K. (2014) Advertising Theory, and Strategies, (Japanese) 18th edition, Souseisha Book
Company pp. 63-102.
Spring, D. (2013) The Globalization of American Advertising and Brand Management: A Brief
History of the J. Walter Thompson Company, Proctor, and Gamble, and US Foreign Policy."
Global Studies Journal.

Clients and Markets 17
Zeithaml, V. Bitner, M.J. & Gremler, D.D., (2013) Services Marketing: Integrating Customer
Focus Across the Firm, (6th ed), New York: McGraw-Hill.