Marketing Analysis Report: Brotherhood Books, Marketing Strategies

This report presents a comprehensive marketing analysis of Brotherhood Books, a social enterprise that encourages book donations. The analysis begins with an overview of the organization, its mission, and its operations. The report then delves into the target market, identifying geographic, demographic, behavioral, and psychographic segmentation strategies. The company's objectives are outlined, followed by an examination of its products, which are primarily used and second-hand books. The marketing mix, including pricing, place (distribution channels and community stores), and promotion (social media, events) is then evaluated. Furthermore, the report explores the significance of partnership business models, emphasizing the importance of community-based partnerships and adaptable strategies. The conclusion underscores the importance of effective marketing in fostering customer relationships and building brand recognition for Brotherhood Books.

Running head: MARKETING ANALYSIS
Marketing Analysis
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1MARKETING ANALYSIS
Table of Contents
Introduction......................................................................................................................................3
Overview of organisation................................................................................................................3
1. Target market...............................................................................................................................3
3. Products.......................................................................................................................................5
4. Price.............................................................................................................................................5
5. Place.............................................................................................................................................6
6. Promotion....................................................................................................................................6
7. Partners Business model..............................................................................................................6
Conclusion.......................................................................................................................................7
Reference List..................................................................................................................................8

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Introduction
Marketing is a management process of an organisation that exchanges relationship with
the desired customers. Marketing is an activity of an organisation for communication and
creating offers for the consumers, partners and clients at large. This study aims to analyse the
marketing activities and opportunities of selected organisation Brotherhood Books. Moreover, in
the first section of the assignment, this study will focus on market segmentation and target
market of the organisation. The objectives of the organisation will be discussed. In the next
section, Marketing Mix of the organisation will be analysed light of Brotherhood Books. Lastly,
appropriateness of partnership business model for the chosen organisation will be justified.
Overview of organisation
Brotherhood Books is a famous social enterprise under Brotherhood of St. Lawrence.
This organisation encourages people to donate their used books for recycling or to the poor
people. This organisation asks people to contribute funds for charitable purposes. Brotherhood
Books organisation has been working for last 10 years and the organisation received more than
45 tonnes of books that have been donated to them (Brotherhoodbooks.org.au, 2017). The
organisation sorted and cleaned those donated books and sell through their website. This
organisation is in Sydney and one can get the desired books on their doorstep also. This
organisation has its community stores and one can browse these books around Victoria.
1. Target market
Main bases of segmentation can be done in four categories. The first segment is
geographic segmentation and this includes customer, location, region, urban and classification.

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Brotherhood Books organisation can target people who live near the community stores around
Victoria or they can target the people all over the Australia. The second segment is demographic
segmentation and this segmentation is done based on age, gender, occupation, socioeconomic
group of customers (Huang & Sarigöllü, 2014). In this respect, Brotherhood Books organisation
can target people who are aged and belong from high social class. The people who belong to
niche class surely have the habit of reading books and they can purchase and donate books. The
third segment is based on behavioural and this is based on the rate and usage, loyalty status of
the customers, readiness to purchase products and benefits from the organisation. Moreover,
Brotherhood Books organisation can target to the loyalty of the customers who have sympathetic
heart towards the poor people and can donate books. Lastly, psychographic segmentation is all
about personality, lifestyles, attitudes and class of the customers.
Basically, Brotherhood Books can target the upper-class people who have a tendency to
read books and socially aware. Upper aged people can be targeted as they can purchase and
donate the books accordingly. Higher income level people buy books in most of the time and
attitudes towards society can influence to donate books.
2. Objectives of the company
 To increase the donators of book by 3% within one year
 To increase the financial profitability of the organisation by 5% within two years
 To open new community stores in Melbourne and Perth
 To set up a customer base in Australia using the website and social networking sites

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3. Products
There are three levels of products that an organisation can offer to the customers. In the
first place, there is the ‘core product' and it is an intangible product. The core product cannot be
touched and it is benefits one can get from a product (Solomon, 2014). It makes the product
valuable. The second level is ‘actual' product and it is tangible. Customers can touch products
and can use the products. Lastly, the third level is about ‘augmented product'. This product is
non-physical and it has added-value.
In case of Brotherhood Books, the organisation's products are used and second-hand
books. In this sense, the actual products are second-hand books that can be touched by the
customers. The core product is feelings one can have while buying or donating the books for
greater purposes. Augmented product in this sense is the membership one can have when
donating a book for bigger purposes. The customers can have second-hand books and it is
minimal prices from community stores.
4. Price
The organisation is a social enterprise and they take pricing decision sensibly. In this
case, the organisation needs to determine low-pricing strategy. It can help the organisation to
have a large number of customers. In case of donation, the organisation can sell donated books at
low price. A Greater percentage of poor people can have these books. Through low-pricing,
customers can buy quality books and can contribute to the charitable trust. The organisation does
not look for profit and they reinvest the profit 100% to the bigger cause.

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5. Place
Putting the right products in right place is necessary for marketing (Mintz & Currim,
2013). Moreover, place signifies the stores and outlets from where one customer can purchase
the products. It also means distribution channels that the organisation used in delivering or
supplying the products. Setting at the right place for selling the products is important, in case of
Brotherhood Books, the organisation evaluates location for community stores and they chose
Victoria for it. Around Victoria, this organisation has many stores, at City HG, Burnside Eltham
and other places. The organisation has a head office in Sydney and they have their website, one
can buy from there also. Potential clients can be made actual clients by setting community stores
at right place.
6. Promotion
Promotional activities are important to sell any product to the customers. Second-hand
books are sold through marketing agencies or through websites. New customers or donators must
know about the organisation and its new stores. Moreover, the organisation can promote their
activities through social media, organising social events and banners. As it is a social enterprise,
their social cause can be promoted in a cost-effective way through social media pages.
Organising events can be beneficial as it may help the organisation to have donors. Brotherhood
Books can organise fundraising events where they can ask people to donate charity and books for
noble purposes.
7. Partners Business model
Partnership in business is important as it shares the responsibilities in a business (Dibb,
2017). Moreover, it is important for a partner to make a valid partnership. In flexible partnership,

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an organisation makes a partnership with the community in most of the time. Making partnership
is not necessary; the organisation needs to make key activities with sharing their resources
accordingly (Brown & Churchill, 2014). The value proposition is important in this respect with
making customer relationship. Customers are important as well as donors for Brotherhood Books
store. Utilising the channels of marketing, the organisation can share cost and revenue. Develop
flexible plan is necessary for dynamic business plan. Now, Brotherhood Books makes
partnership with Victoria based community and opens many stores. In cases, partners need to
pivot when plans are not working. Brotherhood Books need to make an association with the
community and a community-based group will provide benefits to the organisation in evolving
business model and access donors. Brotherhood Books needs to adapt quickly. Brotherhood
books can make partnership agreements that must define expectation and this may create a win-
win situation for the organisation.
Conclusion
Brotherhood Books sell the old books to the disadvantaged people and one can donate the
books to the organisation. The firm is mainly present in the website and they have their stores in
Victoria. Moreover, they make the target to the upper-class people with aged people who can
donate books. Pricing option is kept as low and they need to promote through social media in
meeting the objectives to achieve the customer base and making new stores at different places.
Marketing well can create lasting relationship with the customers that can provide benefits to
Brotherhood Books to improve brand image and recognition.

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Reference List
About Brotherhood Books | Brotherhood Books. (2017). Brotherhoodbooks.org.au. Retrieved 25
August 2017, from http://www.brotherhoodbooks.org.au/about/
Brown, T. J., & Churchill, G. A. (2014). Basic marketing research: Customer insights and
managerial action. London: Cengage Learning.
Dibb, S. (2017). Changing Times for Social Marketing Segmentation. In Segmentation in Social
Marketing. 6(3), 41-59
Granot, E., Alejandro, T. B., & Russell, L. T. M. (2014). A socio-marketing analysis of the
concept of cute and its consumer culture implications. Journal of Consumer
Culture, 14(1), 66-87.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors. 3(2), 113-
132
Mintz, O., & Currim, I. S. (2013). What drives managerial use of marketing and financial metrics
and does metric use affect performance of marketing-mix activities?. Journal of
Marketing, 77(2), 17-40.
Solomon, M. R. (2014). Consumer behaviour: Buying, having and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.
Vecchiato, D., & Tempesta, T. (2015). Public preferences for electricity contracts including
renewable energy: A marketing analysis with choice experiments. Energy, 88, 168-179.

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