Consumer Behaviour and Marketing Psychology Report: Barambah Organics

This report provides a critical analysis of Barambah Organics, a leading dairy brand, focusing on its marketing strategy and consumer behavior. The report begins with an executive summary and an overview of the product, highlighting its organic milk offerings. It then delves into a detailed marketin...Read More

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Consumer Behaviour and Marketing Psychology
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Consumer Behaviour and Marketing Psychology
Executive Summary
The below presented is the summary of the critical analysis which is conducted over
Barambah Organics, one of the leading brand names in the dairy sector which started in 2002
after Ian Campbell changed over his fourth era family cultivate, "Spring Creek", in 1999 to
natural status with Australian Certified Organic. The Campbell family had been cultivating in
the South Burnett area of QLD since 1912. The prime objective of executing the below
presented study is analysing the marketing aspects as the business entity is planning for
business expansion. The presented analysis is focused on the critical analysis which
comprises development of marketing strategy for the business corporation so as to enhance
the sales and profitability of the firm. The marketing strategy will be aiding the business
corporation on various grounds, for instance the marketing strategy will enhance the
efficiency and effectiveness of the efforts of the marketing executives and thus leading them
towards desired outcomes and attainment of targets. Furthermore the report comprise of the
market communication mix which will aid the business entity in making an easier reach till
the consumers. Marketing communication mix will develop linking bridge between the
consumers and the company and which will enhance the relations between them. Strong
relations with the consumers will lead ito an increase in the goodwill, strong customer base
and increasing market share. The last part of the report is focused on the strategic
recommendations for further improvements.

Consumer Behaviour and Marketing Psychology
Contents
Executive Summary...................................................................................................................2
Overview of the product.............................................................................................................4
Critical analysis..........................................................................................................................4
Marketing strategy..................................................................................................................4
Marketing communication mix..............................................................................................6
Strategic recommendation..........................................................................................................7
References..................................................................................................................................9

Consumer Behaviour and Marketing Psychology
Overview of the product
One of the leading brand name in the dairy sector is Barambah Organics started in 2002 after
Ian Campbell changed over his fourth era family cultivate, "Spring Creek", in 1999 to natural
status with Australian Certified Organic. The Campbell family had been cultivating in the
South Burnett area of QLD since 1912 (Barambahorganics 2018). The dairy cultivating
activity moved to the Border Rivers Region of NSW/QLD in 2006 with a specific end goal to
anchor access to dependable and safe water. This has been an amazing move for Barambah
Organics and the bovines are flourishing in this area.
The business entity is one of the leading brand names in dairy sector in Australian region and
is offering variety of milk products. The business corporation have a diversified range of milk
products that are served with high quality and hygiene. Organic milk is one of the most
popular product segments of the firm (Barambahorganics 2018). The taste of organic milk is
like real milk and the business entity also assures that the milk is not homogenised which
means that the milk is kept in the most natural state. Homogenisation is the process under
which the cream is blasted into fine particles so as to give the milk a more uniform
appearance, but with the milk of Barambah Organics, the cream gets collected on the top. The
below presented report has been analysed for critically analysing the marketing strategy and
marketing communication mix for Barambah Organics milk and also strategic
recommendations are given for further improvements.
Critical analysis
Marketing strategy
Barambah Organics is a brand which serves best dairy products in the Australian regions.
The milk products are considered as a basic product for all the customers now days which

Consumer Behaviour and Marketing Psychology
can be easily consumed by everyone (Pixelsutra 2017). Customer prefers healthy breakfast
in the morning. Milk has been considered as one of the healthiest element for a human body
and is also consumed on regular basis. The below presented is the marketing strategy for the
Barambah Organics:
Marketing strategy should be very simply. In this product, services or business to customer
has to define. Organization should clearly define their objective and how it should be
achieved for the product expected to be marketed that is Barambah Organics. The main
objectives are to recover its partial cost for the organization that has other revenue sources.
There are many sources through which strategy can be attained for example:
1. Increase the sale of the product.
2. Establish a good image of the brand (Oliver, 2014).
3. Offer them a gift vouchers to their existing customers.
4. Increase the customer by feeling them more valued.
5. Improves customer loyalty.
Strategy should be clear and simple so it can be understood easily. For marketing \Barambah
Organics the business corporation can make use of the below mentioned marketing strategy
which can be developed step-by-step:
 Research
First the company should know about size of our market. Whether customer is interested in
the product or not, the taste of customer, buying habits and patterns, the income level and
many more such aspects should be considered while developing the product (Chatterjee,
Adhikary, Sen and Kar, 2018). Second, the business entity should be aware about the
competitors in the market, for instance, which are the leading milk brands in the region and

Consumer Behaviour and Marketing Psychology
their strength and weakness. Competition regarding their sale, price, channels, product and so
on..
 Customers
Customers are the king of the market and hence a detailed study and research is required over
them. Customer analysis comprise of the development of customer segments on the basis of
the various criteria such as demographic, psychographic, behavioural and geographic. Proper
identification of customers will generate data which will aid the company in selling
Barambah Organics as per their requirements and needs (Vinayagamoorthy and Kannan,
2015). For instance, in case of Barambah Organics the business entity will have to target the
customer who is conscious about their health. Customer wants remain healthy because they
don’t have time to maintain their health.
 Product
The product is the outcome of the efforts of various departments and operations in a business
corporation. Barambah Organics is the product for which the business entity is developing
marketing strategy (Asghar, Abbasi and Zafarullah, 2015). This is a healthy product and
hence it will be very much easy for the business organization to establish the brand image in
the market regions. The product should be so designed that it should be proven beneficial and
fulfils the need of the customer.
Majorly the business entity should consider the two major criteria while analysing the target
market for Barambah Organics which are segmentation and positioning of the product.
Market segmentation:
This is the process in which the business entity develops segments of consumers on the basis
of various criteria which will involve needs, perceptions, buying habits, income and standard

Consumer Behaviour and Marketing Psychology
of living, characteristics or behaviours of the customer (Dutta 2018). The below presented is
the bifurcation of the segments that has been developed for Barambah Organics by the
business corporation: They are also divided into subgroups are:
Demographic segmentation- This segmentation is based on age, gender or income level of
the consumers. For instance, in case of Barambah Organics the business entity will be proven
beneficial in case of age criteria, as milk is consumed by almost all the age groups (Davcik
and Sharma, 2015). Considering the income level, the product is not an expensive item and
hence it can be easily affordable by the individuals from any of the income group.
Psychographic segmentation- Social class, lifestyles or personality characteristics are some
of the elements of psychographic segmentation which will aid the business entity in
establishing the product and brand in the market region. For instance, the lifestyle or the
buying behaviour of an individual will affect the sale of Barambah Organics. Personality and
buying habits will affect the buying decisions and which should be significantly considered
by the business entity (Kaushalya and Fernando, 2015).
Behavioural segmentation- Usage of the product, preference, choice and buying decisions
are some of the core elements of this segmentation. For instance, if an individual is not so
health conscious then selling product to those consumer segments will be proven quite
difficult.
Geographic segmentation- Age marital status, gender, family size and income and
occupation of the consumers are the major elements of this segmentation and should also ne
considered as significant while developing the product and marketing the same.
Market positioning

Consumer Behaviour and Marketing Psychology
The business organization should know the position of product in market what they are
offering to the customer (Scarborough, 2016). Product should be delivered to customer on
time with proper services, with desired quality; these are some of the attributes of the services
of the business organization that will assure the establishment of the brand image and equity
in the market region. For positioning of Barambah Organics the business entity can make use
of various strategies which will enhance the brand equity and image among the market
region, promotional events can also be organized for generating awareness regarding the
benefits of the product.
Marketing communication mix
To achieve the effective marketing communication the company should adopt the basic
method to promote the Barambah Organics to targeted costumers with in a period of time.
1. Advertising
Advertising means showcasing the attributes of the product and this is a basic tool
through which the business organization can promote Barambah Organics. For
advertising the product business firm can make use of magazines, newspaper,
television or radio etc (Ryan, 2016). These are the traditional methods, whereas some
contemporary mediums of advertising can also be used such as social media, digital
media and many more. This can be expensive marketing strategy but proves
beneficial in various aspects.
2. Personal selling
Personal selling includes direct selling or door to door selling to the targeted
customers. This can be done through utilizing an appropriate set of distribution
channel and thus promoting the product to the buyers. Face to face marketing is the
most effective form of marketing which will lead desired outcomes (Blakeman,
2018). For instance, the business entity can develop a sales person team which will

Consumer Behaviour and Marketing Psychology
visit the targeted customers for generating awareness regarding the product so that
customer will be motivated to buy the product.
3. Public relation
Developing and maintaining good relation with customer proves advantageous for the
business organization as it will enhance the goodwill, brand equity, customer loyalty
and thus leading towards the increase in the market share and profitability (Baker,
2014). For instance, offering after sales services and recognizing the feedbacks of the
customers will enhance the relations of
4. Discount and promotions
Offering discounts and organizing promotional events is quite similar to sale
promotion (Todorova, 2015). The business firm should keep on opting some sorts of
discounted schemes over Barambah Organics for stimulating the buying perception
and interest of the customers as costumer are more attracted towards discounts. These
discounts will increase the demand for the product and thus will lead an increase in
the sale.
5. Direct marketing
The business entity can make direct marketing through personal selling or sales
promotions (Fill and Turnbull, 2016). Direct messages regarding the discounts and
offers to customer can be sent with special offers or vouchers with the newspapers,
magazines. Making use of phone calls directly to the targeted customers and online
mediums will also be proven a advantageous channels of direct marketing for
Barambah Organics.

Consumer Behaviour and Marketing Psychology
Strategic recommendation
On the basis of the research executed it has been analysed that global demand for Milk is
growing with a great speed and mostly in developing countries. And once this increased
demand is transformed into the increased volume of milk production by the business
corporation (Barambah Organics), the entity will be able in generating employment.
Opportunities on large scale and thus it can be inferred that the business organization can
develop dairy chain that sources milk from small scale milk providers. And thus building a
sustainable dairy chain can be recommended to the business entity for establishing and
advancing the product in new market regions. Enhancing the business opportunity to the local
and global markets will be proven advantageous for Barambah Organics as the firm will be
able to meet the demands of local as well as global consumers. Moreover, capitalizing and
investing on this opportunity will be generating significant revenue for the from rural areas
and the same earned value will be offered to all the stakeholders involved in dairy chain,
these are some of the other benefits that will be attained by the business entity.
Building a development strategy is one of the initial requirement and which should be based
on the principle of generating value in each and every segments of the dairy chain. This
means that every player or contributor of the chain will be earning will earning an appropriate
amount of value and will be earning profit that means returns are high as compared to the
expenses. Moreover the business operations and the technology will also be required to be
up-dated as per the strategy. These changes will surely bring improvements and
advancements in the efficiency and effectiveness of delivery of products and overall
performance f the business corporation.
Further, there is a need of evaluation of the developed strategy and performance level of
newly built business units. This process of evaluation will be proven beneficial as it will aid
the firm with the reports which will present the lacking points and capabilities, capacity,

Consumer Behaviour and Marketing Psychology
performance level, and scope of improvements if any. Performance evaluation will also
enable the business organization in the development of strategies which will aid in dealing
with the competing brands within the market region. Moreover, training sessions should also
be offered to the employees and for which the professionals with backgrounds in dairy supply
chain management and farm economics should be called. Training from these experts will
lead an increase in the level of efficiency of the staff and will lead in advancement of
productivity and profitability.

Consumer Behaviour and Marketing Psychology
References
Asghar, W., Abbasi, M.N. and Zafarullah, M. (2015) Impact of Advertisement and Sales
Promotion on Consumer Cognitive Buying Behavior: A Study of Low Involvement (FMCG)
Products. Pakistan Journal of Social Sciences (PJSS), 35(2).
Baker, M.J. (2014) Marketing strategy and management. Macmillan International Higher
Education.
Barambahorganics, (2018) Our story, [Online]. Available at:
http://www.barambahorganics.com.au/about-barambah/our-story. [Accessed on 2nd October
2018].
Barambahorganics, )2018) Milk, [Online]. Available at:
http://www.barambahorganics.com.au/products/milk. [Accessed on 2nd October 2018].
Blakeman, R. (2018) Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Chatterjee, K., Adhikary, K., Sen, S. and Kar, S. (2018) Identification and Analysis of
Factors Affecting Consumer Behavior in Fast Moving Consumer Goods Sector. Business
Perspectives–Aims and Scope, p.2.
Davcik, N.S. and Sharma, P. (2015) Impact of product differentiation, marketing investments
and brand equity on pricing strategies: A brand level investigation. European Journal of
Marketing, 49(5/6), pp.760-781.
Dutta, A, (2018) Market segmentation- Definition, bases, types and examples, [Online].
Available at: https://www.feedough.com/market-segmentation-definition-basis-types-
examples/. [Accessed on 2nd October 2018].

Consumer Behaviour and Marketing Psychology
Fill, C. and Turnbull, S.L. (2016) Marketing communications: brands, experiences and
participation. Pearson.
Kaushalya, A.M. and Fernando, P.I.N. (2015) Does Brand Image Impact on Consumers’
Buying Behavior: Special Reference to Fermented Dairy Products.
Oliver, R.L. (2014) Satisfaction: A Behavioral Perspective on the Consumer: A Behavioral
Perspective on the Consumer. New York: Routledge.
Pixelsutra, (2017) Dairy industry: Market analysis and Marketing strategies, [Online].
Available at: https://pixelsutra.com/dairy-industry-market-analysis-and-marketing-strategies/.
[Accessed on 2nd October 2018].
Ryan, D. (2016) Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Scarborough, N.M. (2016) Essentials of entrepreneurship and small business management.
Pearson.
Todorova, G. (2015) Marketing communication mix. Trakia Journal of sciences, 13(1),
pp.368-374.
Vinayagamoorthy, A. and Kannan, P. (2015) The Impulse Buying Behaviour of Consumes
for the FMCG Products in Salem. Impulse, 2(2).